When Augustana University launched the School of Music in the spring of 2020, its key initiatives included establishing a new major with the Avid Learning Partner (ALP) program at its core.
The new degree program — multimedia entrepreneurship with an emphasis in music — was created with the intention of incorporating cutting-edge technology and hands-on learning opportunities to ensure students have the knowledge, skills and experience necessary to make it in the fast-paced, ever-changing music industry of today.
The major is now combining courses in Pro Tools for music creation, Media Composer for video editing and Sibelius for music composition and arranging, accompanied with a supporting curriculum in music and business. This dynamic offering will prepare students to enter into the creative industry with Avid-certified skills targeted specifically at students with varied musical interests and an entrepreneurial spirit.
“Traditional education models have prepared musicians to either teach in the classroom or perform on the stage,” said Dean of the School of Music Dr. Peter Folliard. “But, that’s not the only career in which we should prepare musicians; especially, now that we’re all more connected through digital media. The Avid Learning Partner program was exactly what we were looking for, and Avid’s Learning Services team has partnered with us to help bring this vision to life.”
The idea of incorporating Avid courses was sparked in 2014. At that time, Folliard was serving as a conductor with The U.S. Air Force Band in Washington, D.C., where he received an Avid Pro Tools User Certification. Even then, Folliard wondered why the software wasn’t being integrated into the standard music curriculum within the university setting.
“I told myself that if I was ever in a position where I could influence the way we teach students, this is exactly where I would start, teaching (Avid) Pro Tools,” said Folliard.
And, thanks to a recent $1.35 million gift from Midco, Augustana was able to begin providing audio, video and music training and programming through the ALP program — meant to serve as a training hub for K-12 and Augustana students, as well as aspiring professionals throughout the region.
Preparing to Launch
In the fall of 2020, Avid’s Director of Global Learning Partnerships Bryan Castle and his team worked with Augustana from the planning to implementation stages of the Avid Learning Partner program.
To ensure student success, Augustana’s School of Music focused on recruiting instructors whose skill and experience of Avid products could be pushed to the highest level quickly. By January 2021, the school had identified six trainees for each of the three software platforms. Avid provided early access to eBooks so that instructors could train at their own pace throughout the spring semester and be prepared for Avid Certified Instructor (ACI) training in the summer.
“I was so impressed with the rigor of the teacher training,” said Folliard. “I learned a ton, and it was transformative for our faculty who now have these digital skill sets.”
By the end of June, Augustana had five ACI certifications in Sibelius, four in Pro Tools and two in Media Composer. Three instructors received certification on multiple platforms and instructor Scott Jibben received certification in all three creative applications.
“Augustana really jumped in with both feet,” said Castle. “They have a vision for how they want their program to grow, and it is exciting to see how well their vision really aligns with our strategic initiatives, like our Avid Learning Academy and Avid Media Campus programs.”
Looking to the Future
In January of 2022, Augustana faculty will begin advanced teacher training on Pro Tools and Media Composer, with the goal of completing their certifications in June. Concurrently, faculty will launch summer academies to attract high school students into their program, using the Avid Learning Academy program as a pathway into the university degree programs.
Augustana is currently offering entry-level certifications on Pro Tools, Media Composer and Sibelius courses this year and will add advanced certifications in subsequent years. In 2023, they will add Pro Tools Expert Certification to the program. The first graduating class from this new multimedia entrepreneurship program is anticipated in the spring of 2024.
Also, through Midco’s gift, Augustana has worked with AVI Systems to build the Midco Media Center, which has created greater campus connectivity and integration, as well as world-class production facilities and equipment.
“The center will elevate Augustana to a new level of digital capabilities that will increase its value to students and the Sioux Falls community,” said Midco President and CEO Pat McAdaragh in an earlier interview.
“As the university continues to implement its Viking Bold: The Journey to 2030 strategic plan, the technological and educational plans that are beginning to take shape give us great hope for how music and musicians can play a dynamic role in shaping the future,” said Folliard.
The Midco Media Center is expected to be complete this fall.