The Stephen M. Ross School of Business at the University of Michigan has partnered with one of the most well-known music companies, NEON16, for their course, Strategic Marketing For Product and Managers.

By giving them the task of creating a comprehensive marketing plan for the release of the eagerly anticipated upcoming debut album, DATA, by multi platinum selling and GRAMMY® winning producer and musician, Tainy, the course allowed students the chance to experience marketing in a genuine professional context. Dr. Michael Metzger and the creatives from NEON16 will analyze the plans, and one approach or plan will be selected to carry out the real album release marketing strategy.

“It’s a privilege to be able to share our views on business, culture and creativity at such a prestigious university like MICHIGAN / ROSS. This course allows students to expand their views on the importance of culture in business allowing them to develop marketing plans that are relevant and effective in today's consumer market,” comments Borrero.

On February 5th, the institution also held a panel discussion titled "Cultural Change Makers." This panel, which was organized and moderated by Michael Metzger of the Ross School of Business and the Center for Latin American and Caribbean Studies, delved into the fast-paced world of the entertainment industry's fastest-growing genre, how culture is at the heart of its success, and how NEON16 has used these principles to become one of the biggest entertainment companies in the field.

The debate covered the expanding influence of Latin culture in the entertainment sector globally and featured NEON16's founder and CEO Lex Borrero, NEON16 co-founder and chief creative officer Ivan Rodriguez, and NEON16 Head of Electronic Music Jack Miller. The discussion provided students who are interested in learning more about how to become the next major CEO in the entertainment industry with an excellent opportunity to acquire real insight into a field with some of the highest entrance barriers.