Taiwan Today

Universities are educating the chart-topping idols and music industry professionals of tomorrow.

The lights dimmed and an expectant hush fell over the hundreds of youthful concertgoers packed into the auditorium of Southern Taiwan University of Science and Technology (STUST) in Tainan City. As the first of the night’s seven student acts emerged on stage, a roar of excitement filled the venue. The fresh-faced musicians, visibly energized by the enthusiastic crowd, took their positions before launching into a rendition of “What Comes After Happiness?,” a ballad by Taiwan star A-Lin (黃麗玲).

Held June 6, the concert was organized, performed and produced by freshmen bachelor’s degree students in STUST’s Department of Popular Music Industry. The annual showcase helps enrollees gain stage confidence as well as practical experience in such fields as lighting design and sound engineering.

“As a technical university, we emphasize real-world proficiencies,” said Huang Kuo-li (黃國禮‬), dean of the department. “Our curriculum, including supporting activities like the concert, has been designed in consultation with industry experts to ensure students acquire a variety of employable skills.”

The department was launched in 2015 as the first of its kind in Taiwan’s tertiary education sector. It evolved out of a center opened at the university in 2006 to offer training in Pro Tools, industry-leading audio production software developed by U.S.-based Avid Technology. These courses helped cultivate strong ties between STUST and the music sector, a relationship further bolstered by the establishment of nearby Tainan Cultural and Creative Park (TCCP) in 2013.

One of five nationally designated sites dedicated to the development of cultural industries, TCCP is tasked with fostering multimedia and music sector talent. The facility hosts rehearsal studios and a venue for live performances, as well as exhibition spaces and workshops for artisans. STUST, given its proximity and music industry connections, was tapped by the Ministry of Culture (MOC) to manage the park.

According to Huang, development of the bachelor’s degree in pop music was the logical next step for the university. The four-year program covers all aspects of composition, performance and production. Courses are taught by faculty members alongside industry practitioners like audiovisual engineers and musicians. Practical experience is central to the curriculum, with students encouraged to participate in competitions, concerts and internships.

About 300 candidates applied for the 45 spots in the inaugural program, Huang said, adding that owing to continued strong interest, STUST doubled the number of places for the 2018 academic year. “When our first graduates enter the workforce next summer, we expect them to discover a variety of exciting employment opportunities and as they progress in their careers, make substantial contributions to Taiwan’s pop music sector.”

Higher Learning

Establishment of the STUST degree marks a significant success for government efforts to formalize music sector training in Taiwan. The course is partially funded through a grant project launched in 2015 by the MOC’s Bureau of Audiovisual and Music Industry Development. Under the initiative, universities can apply for up to NT$300 million (US$10 million) annually to offer degrees in popular music. The subsidies aim to ensure a steady supply of performing and technical talent for the country’s internationally competitive pop industry.

Among the other grant recipients is National Taiwan Normal University (NTNU) in Taipei City. The institution obtained funding in 2015 to set up a two-year postgraduate degree in pop music under its prestigious College of Music. Initially enrolling full-time students, the course has since been reorganized as a part-time master’s for industry practitioners. In the previous few years, more than 70 professionals applied annually for the 20 places on the Continuing Education Program of Application for the Contemporary Music Industry, with NTNU raising intake to 30 for 2018.

According to program chair Hope Lee (李和莆), the degree seeks to merge the scholarly, systematized methodology of classical music training with the apprenticeship, experience-based approach of the pop industry. “Our goal is to build an academic talent base in the neglected field of popular music research as well as deepen technical know-how across the sector,” he said.

With an equal emphasis on theory and practice, the curriculum covers a wide range of topics from musicology, songwriting and record label marketing to music management, performance and technology. Courses are delivered by professors from NTNU’s Department of Music and Graduate Institute of Performing Arts as well as prominent industry figures such as producer Eric Chen (陳子鴻) and songwriter He Hou-hua (何厚華).

Lee, a classically trained pianist and composer, said that cross-disciplinary integration is vital for future pop industry development. “The fall in album sales in recent years is being offset by increased attendance at live shows, inspiring many musicians, producers and engineers to pursue training in modern performance and event management practices.”

Big Dreams

The emergence of pop music programs is fueled by growing demand from students and the private sector, according to Darcy Hu (胡曉菁), chair of the Department of Pop Music Industrial Management at Far East University (FEU) in Tainan. “More and more young people in Taiwan are willing to eschew traditional career paths and pursue dreams of becoming a pop star,” she said. “And with concerts and TV talent shows accounting for a growing share of revenues, record labels are seeking to recruit a greater number and diversity of acts.”

FEU is the fifth and most recent tertiary institution in Taiwan to offer a pop music degree at the undergraduate or postgraduate level, following in the footsteps of STUST, NTNU, Tainan University of Technology and Taipei City University of Science and Technology. Launched last year, FEU’s program aims to churn out versatile performers who can meet the multifaceted demands of the modern entertainment industry, Hu said. “Pop idols today must be able to do it all, from acting, dancing and singing to writing songs and playing instruments.”

Enrolling 50 students each year, the four-year bachelor’s degree offers classes across these performing arts disciplines, as well as in commercial and technical fields like marketing and music video production. Lessons are delivered via lectures, studio classes and one-on-one instruction. In the process of developing the curriculum, Hu contacted many leading industry figures to ascertain the qualities they look for in emerging talents. “Over and over again I was told the key attribute they want is innovation,” she said. “So our course is tailored to help students tap into their creativity.”

As with the programs at STUST and NTNU, practical experience forms a core facet of the degree. Students attend workshops delivered by professionals, visit production studios, and arrange and perform community concerts and theatrical events. The university also plans to organize internships for final-year students, with several record companies and TV stations expressing interest in offering placements. “We want our graduates to be industry-ready in terms of skills, confidence and work experience,” Hu said.

Diverse Opportunities

Yeh Yong-shan (葉詠珊‬), a student in STUST’s Department of Popular Music Industry, will be among the first to test the market for graduates of Taiwan’s newfangled pop music bachelor’s programs in summer 2019. While realistic about the prospects of achieving stardom, the aspiring actress and singer brims with confidence in her abilities and is buoyant about her future. “I’ve learned more than I could’ve imagined, not just in terms of musicianship, performance and vocal techniques, but also event marketing and public relations,” she said.

At the concert showcase for third-year students held June 20 at the STUST auditorium in Tainan, Yeh’s self-assurance was on full display. The bubbly 21-year-old hosted the event, in addition to writing two songs performed by classmates.

Yeh noted that the rising popularity of concerts, festivals and online streaming services is opening up diverse opportunities for musicians as well as entertainment agencies and record labels. STUST’s degree program is preparing students for this dynamic landscape by giving them a solid grounding in relevant business and technical fields, she added.

“With the industry crying out for singers, songwriters, talent scouts and event planners, I feel really upbeat about the future,” she said. “Still, competition in this sector is quite intense and I know that I’ll need to master a range of skills if I want to succeed.”

Write to Kelly Her at kher@mofa.gov.tw