1980-81 SENATE DOCUMENT #31 APC DOCUMENT #31 Request for Authorization to Plan a New Degree Program The University of North Carolina Constituent Institution: UNC-Asheville HEGIS Discipline Specialty Title: Music (Liberal Arts Program) HEGIS Discipline Specialty Number: 1005 Level B Proposed date of establishment: September 1982 SECTION ONE I. DESCRIPTION: A. Degree: Bachelor of Arts in Music; Bachelor of Science in Music 1. The proposed degrees are interdisciplinary and emphasize the areas of Music Industry and Music Business, as opposed to the traditional music degrees in performance, education, musicology, theory, etc. 2. The same basic core of music courses (46 semester hours) would be required for all areas of emphasis whether it be purely liberal arts music, music industry, or business. 3. The degree, Bachelor of Arts in Music, would provide study in music, combined with a concentration of courses in another area: a. Communications, b. Journalism, c. Theater, (or any combination of these three). Another option, the B.A. in Music, without a combined concentration of electives in another area, is, according to the National Association of Schools of Music (NASM), appropriate for undergraduates who wish simply to major in music as a part of a liberal arts program. Likewise, it is appropriate background for those preparing for advanced degrees in careers such as musicologists, composers, music librarians, etc. 4. The degree, Bachelor of Science in Music, would provide study in music combined with a concentration of courses in: a. Business, b. Management, c. Engineering Technology. 5. All programs would also be designed to emphasize professional preparation in the allied area. For example, the Bachelor of Science in Business or Management with a combined concentration of courses in Music, or a Bachelor of Arts in Drama with a concentration in Music, etc. Page 2 N.B. The Bachelor of Arts in Music, and other baccalaureate degrees with more than 30% course content in music are reviewed for accreditation by NASM. The Bachelor of Business Administration degree and other baccalaureate degrees with more than 25% business courses are reviewed for accreditation by AACSB. (NASM Handbook 1979, p. 80) Both the National Association of Schools of Music and the American Assembly of Collegiate Schools of Business encourage cooperation between the music unit and the business unit in the development and operation of these curricular options. 6. These proposed degrees are clearly defined and are appropriate for accreditation by NASM, AACSB, and by the ECPD (Engineers' Council for Professional Development). They are described in the NASM 1979 Handbook. Titles are specified as follows: Baccalaureate degrees meeting standards of a "liberal arts" emphasis of between 30% to 45% music content are listed as Bachelor of Arts in Music or Bachelor of Science in Music regardless of specific options for emphasis offered by the institution in the context of the liberal arts format. (NASM Handbook, p. 84-85) (UNCA is already engaged in a cooperative program in Engineering with NC State. The student may study "The Manufacturing of Musical Instruments" taking three years at UNC-Asheville, one at NC State, and receive the B.S. degree in Engineering Operations from NC State.) B. Core of Music Courses Required of all majors for the Bachelor of Arts in Music and the Bachelor of Science in Music. (This basic core complies with State requirements, UNCA requirements, and with those of the National Association of Schools of Music and the Music Educators National Conference.) Page 3 TOTALS MUSIC THEORY/HISTORY & LITERATURE 18 sem. hrs. 231 Music Theory I 3 hrs. 232 Music Theory II 3 331 Music Theory III 3 332 Music Theory IV 3 History/Literature I 3 History/Literature II 3 APPLIED MUSIC 8-12 sem. hrs. 261 Individualized instruction on 262 an instrument or voice 361 2 sem. hrs. each 362 (Students are required to demonstrate 461 keyboard facility or register for 462 Class Piano 171-172) ENSEMBLE 111 Chorus 4 sem. hrs. 121 Concert Band Jazz Band, Symphony, other various emsembles ELECTIVES AND/OR INTERNSHIP 12-16 sem. hrs. TOTAL REQUIRED 46 sem. hrs. C. TOTAL REQUIRED CREDIT HOURS IN ALL AREAS 1. THE BACHELOR OF ARTS IN MUSIC (General) Music 46 Sem. hrs. University Requirements 45-47 Sem. hrs. Free Electives  27 Sem. hrs. TOTAL 118-120 2. THE BACHELOR OF ARTS or THE BACHELOR OF SCIENCE IN MUSIC COMBINED WITH ANOTHER AREA OF EMPHASIS Music 46 Sem. hrs. University Requirements 45-47 Sem. hrs. Allied Area  27 Sem. hrs. TOTAL 118-120 Page 4 II. EDUCATIONAL OBJECTIVES A. To complete the University's commitment to provide a full liberal arts education in Asheville. B. To provide a solid foundation in the liberal arts joined with music. C. To provide a nucleus of music courses common to preparation for a large variety of areas of specialization in music and music related careers. D. To provide an approach to the study of music, that is highly job-oriented. E. To provide an alternate to the traditional undergraduate degree in music (performance, education, church music, etc.) available at other institutions in the state. F. To provide background for some prospective candidates for advanced degrees in such careers as musicologists, composers, music librarians, teachers, etc. for whom the B.A. or B.S. better fits their intellectual temperament than the B.M. G. To provide an interdisciplinary approach to the study of music in order to more adequately prepare students for specific careers in which musical ability is only one of the necessary qualifications. III. RELATIONSHIP TO THE INSTITUTION'S MISSION A. Since its inception, the University of North Carolina at Asheville has been devoted to providing a strong undergraduate liberal arts education. Art (painting, sculpture, etc.) and drama have already been developed as sound components of the liberal arts program. Music, being one of the basic liberal arts, rightfully belongs among the University's liberal arts offerings. Its inclusion would enable the University to better fulfill its mission of providing a well-rounded undergraduate education in the liberal arts. Moreover, the specific proposal here detailed, adheres to the institution's stated philosophy of being "boldly imaginative" in its attempt to provide a useful and desirable education for its constituency. IV. RELATIONSHIP TO OTHER EXISTING PROGRAMS: A. The music degree would round out and complement the other liberal arts options at UNCA. B. It would serve as a counterpart in an interdisciplinary approach to education, specifically through the alliance of areas such as management, drama, communications, etc., with music. Page 5 V. SPECIAL FEATURES THAT MAKE UNCA A DESIRABLE PLACE FOR THIS DEGREE: A. The University is a well-known and well-established liberal arts college. B. The local community has demonstrated extraordinary response to the musical activity generated by the University over the past sixteen months (see APPENDIX A for list of recent musical developments). C. There is no program like the one here proposed in North Carolina. It provides a totally different thrust for education in music, and in no way duplicates what is already available in this geographic area. D. The University's proximity to such centers of musical industry as Nashville and Atlanta adds another important dimension to the appropriateness of its inclusion. E. The University is located in a community that has a deep involvement in all the arts and especially in music. The area has an unusually large professional and amateur musical population. F. All the programs proposed to be allied with music are either in effect at the University or have already been approved for inclusion. G. The city in which the University is located is the only major city in western North Carolina. There is, within a radius of 25 miles of the University, a population of approximately 350,000 people. It is appropriate, logical, and desirable that this University should serve as the focal point for all the arts in this section of the state. SECTION TWO I. A. There is no other institution in North Carolina offering a program comparable to that here proposed. One University, Appalachian State, offers a B.A. option in "Music Merchandising." (This University is approximately two hours away from Asheville.) Page 6 B. Other public and private colleges in North Carolina offering a general liberal arts degree in music (without the specializations of the program proposed by UNCA) are: Public Private Appalachian Atlantic Christian East Carolina Davidson NC Agricultural & Tech. Duke NC Central Gardner-Webb UNC Chapel Hill Elon Western Carolina Greensboro UNC Wilmington Guilford Lenoir-Rhyne Livingstone Mars Hill Meredith Wesleyan Queens St. Andrews Salem Warren Wilson C. Other institutions in the United States offering similar programs to the one here proposed are: Barrington College (RI) BA in Music Business Belmont College (TN) BA in Bus. Admin. (Music) Bradley Univ (IL) BS in Music Business Mt. St. Joseph College (OH) BA in Music Merchandising Colorado Women's College BA in Music Industry DePauw Univ (IND) BA in Music & Business Eastern Kentucky Univ BA in Retail & Wholesale Music Merchandising Emporia Kansas St. College BA in Music Merchandising Heidelberg College (OH) BA in Music Merchandising Institute of Audio Engineering BS in Music Technology (NY) (in cooperation with NYU) Kansas Benedictine College BA in Music Marketing Middle Tennessee St. Univ. BS in Music Industry North Park College (IL) BA in Music Management Quincy College (IL) BA in Music & Business Syracuse University (NY) BS in Music Industry Univ. of Colorado at Denver BS in Music & Media Univ. of Miami (FL) BS in Music Engineering BS in Music Merchandising Univ. of South Carolina Bachelor of Media Arts Univ. of Wisconsin at Oshkosh BA in Music Merchandising Page 7 SECTION THREE I. A. Music is one of the major industries in the United States. In the world of entertainment, it is second to none, even surpassing sports in its attraction. The recording business in all its aspects, the musical instrument business, printed music, radio/TV, education, etc. all provide large and varied areas for employment. (See APPENDIX B.) B. The following is a partial list of types of employment available to persons with the kind of training provided by the degrees proposed here: RECORDING INDUSTRY: Administrator, Producer, Manager, Sales & Promotion, Distribution, Marketing, Engineering, Films, Artistic & Repertoire Director, etc. COMPOSITION: Writing, Arranging, Commercials, Films, Education. PUBLISHING: Wholesaling, Retailing, Marketing of printed music, Autographer/Engraver. MUSIC LAW: Contracts (for recording business, songs, writers, publishers, performers), Copyright, Performance Rights (for radio, TV, night clubs, etc.). ARTS MANAGEMENT: Agents, Personal Managers, Concert Promotion, Booking Agencies, Managers for Orchestra, Opera, Theater, Ballet, Art Museums, Art Commissions. COMMUNICATIONS: JOURNALISM - Newspapers, Periodicals, Trade Papers, Publicity, etc. RADIO/TV - Programming, Commercials, Dis Jockey, Engineer, Librarian. MANUFACTURING & MERCHANDISING: Records, Music Stores, Music Instruments (manufacturing & sales), Printed Music, Advertising/Publicity, Clinician, Designer/Craftsman. PERFORMANCE: Studio Musician (radio, TV, recording), Free Lancer, Conductor, Church Musician, Actor-Singer. INSTRUMENTAL TECHNOLOGY: Manufacturing, Repairing, Restoring, Tuning. MUSIC UNIONS & TRADE ASSOCIATIONS MUSIC LIBRARIAN: Libraries, Orchestras, Radio/TV. ARCHITECTURAL ACOUSTICS CONSULTANT Page 8 RECREATION ARTIST TEACHER; THERAPIST; MUSICOLOGIST; ETHNO-MUSICOLOGIST* *Requires further study. SECTION FOUR I. PROCEDURES: A. An ADVISORY COMMITTEE was established in the spring of 1980 for the purpose of studying the advisability and desirability of a music program at UNCA. Full-time and part-time faculty and a large number of community persons comprise the membership. It is this group's conviction that the proposed program is both worthwhile and necessary. This committee, with members added as need for specific expertise arises, will continue to advise and review the planning process. (See APPENDIX C for Advisory Committee Membership) B. Planning will involve persons from all other related desciplines, both in and out of the University. It would seem highly desirable to work out a joint plan whereby Asheville Biltmore Technical College would provide some of the technical courses (such as electrical engineering, etc.) necessary for the industry emphasis. It will also be appropriate to develop a system for using local sound studios as laboratories, and these as well as other local music businesses, as areas for internships. C. Planning will adhere rigidly to the guidelines established by the National Association of Schools of Music and the American Assembly of Collegiate Schools of Business for the Music/Business/Administration degrees; and the guidelines established by NASM and the Engineer's Council for Professional Development for Music and Engineering quoted here below: Page 9 GUIDELINES FOR COMBINATION DEGREE PROGRAMS IN MUSIC, BUSINESS, ARTS ADMINISTRATION 1. Because of the broad spectrum of fields which utilize a combination of music and business skills, the specialized goals and objectives of the degree program should be carefully developed and articulated with special consideration and evaluation of the specific resources available to the institution for support of all aspects of the program. 2. Each area of specialization shall be developed in consultation with professional practitioners in that area of specialization. 3. The institution's music and business units shall cooperate in the development, operation, and evaluation of the program. 4. Catalogue statements and other promotional materials about the program shall be consistent with the professional character of the program and shall present an accurate, detailed description of the program including specific objectives, requirements, and institutional resources. These materials shall provide a realistic assessment of career opportunities available upon completion of the program. Adjunct faculty shall be listed as such in the catalogue. 5. Institutions shall maintain a counseling program which provides students with a realistic assessment of job opportunities and professional requirements as appropriate to individual aptitude, professional interest, and academic progress. 6. The institution shall acquire and maintain the facilities, library resources, and specialized faculty necessary to maintain the specific emphasis of each combination degree program. 7. It is preferred that faculty members assigned to specialized courses in arts administration or music business have practical field experience in the areas covered by the course. 8. Internships, or equivalent experience, in the area of program specialization are recommended for all combination degree programs. The institution shall make a thorough assessment of each student's performance during the internship experience and such assessment shall be used in the counseling process. Page 10 GUIDELINES FOR THE OPERATION OF COMBINATION DEGREE PROGRAMS IN MUSIC AND ELECTRICAL ENGINEERING 1. There are a number of fields which utilize a combination of music and electrical engineering. Therefore, the specialized goals and objectives of the degree program shall be carefully developed and articulated with special consideration and evaluation of the specific resources available to the institution for support of all aspects of the program. 2. In developing and maintaining each area of specialization, there shall be an ongoing program of consultation with professional practitioners in that area of specialization. 3. The institution's music unit and the educational unit responsible for the engineering component shall cooperate in the development, operation, and evaluation of the program. 4. Catalog statements and other promotional materials about the program and its faculty shall be consistent with the professional character of the program and shall present an accurate, detailed description of the program including specific objectives, requirements, and institutional resources. If these materials discuss career opportunities, they shall provide a realistic assessment of those available upon completion of the program. Adjunct faculty shall be listed as such in the catalog. 5. Statements in institutional literature concerning the accreditation of the program shall be accurate and clear to the public. Accreditation by either NASM or ECPD shall not be construed to signify accreditation by both parties, nor shall regional accreditation be construed as having provided professional review of the program. 6. Institutions shall maintain a counseling program which provides students with a realistic assessment of job opportunities and professional requirements as appropriate to individual aptitude, professional interest, and academic progress. 7. The institution shall acquire and maintain the facilities, library resources, and specialized faculty required for the specific emphasis of each combination degree program. 8. A faculty member shall be designated who has primary responsibility for the program and sufficient time for its operation and development. Page 11 9. It is essential that faculty members assigned to specialized courses in sound recording technology have practical professional experience in the areas covered by the course. 10. Internships, and/or equivalent on-campus experience, in the area of program specialization are recommended for all combination degree programs. The institution shall make a thorough assessment of each student's performance during the internship experience and such assessment shall be used in the counseling process. D. Course work: The majority of the courses in the required music core have already been approved and are being offered currently as electives. 1. COURSES ALREADY BEING OFFERED: 231 Music Theory I 232 Music Theory II 331 Music Theory III 332 Music Theory IV 251 Music History and Appreciation I 252 Music History and Appreciation II 131 Music Fundamentals 241 Music for Elementary Schools 253 Twentieth Century Classical Music 254 Twentieth Century Popular Music 255 History and Analysis of Jazz 273 Recording Techniques, Production, and Marketing 161 Class Piano I 162 Class Piano II 163 Class Piano III 164 Class Piano IV 272 Class Voice 261-262 Applied Music I-II 361-362 Applied Music III-IV 111 Chorus 121 Band 2. COURSES YET TO BE DEVELOPED: Music History and Literature Other Electives Internships E. A study of similar programs offered by all the colleges and universities listed here above, as they are described in respective catalogs, has already been undertaken. More detailed investigation will follow when appropriate. Page 12 F. In order to maximize the potential interest in this program, students are currently being recruited and advised to ally a concentration of music electives with another area of interest at the University (see attached brochure). It is hoped that all facets of the proposed program might be designed two ways, that is, in such a way that a student might choose, e.g., to take a major in music with an allied concentration of electives in communications or, vice versa, take a major in communications with an allied concentration of electives in music. II. PERSONS RESPONSIBLE FOR PLANNING: A. Appropriate Administrative officers and committees. B. Chairman of the Art and Music Department C. Current Music Faculty: Dr. Joyce R. Dorr Dr. E. Frank Edwinn Ms. Patricia L. Garren D. Chairman (or other appointed person) from each allied discipline. E. Director of the university media center. F. Librarian III. PLANNING SCHEDULE: A. June 1981: Submission of Program Proposal. B. June 1981-September 1982: Publicity, funding raising, recruitment, program detail refinements, cooperative arrangements, etc. C. September 1982: Program Initiation. SECTION FIVE To what extent could the proposed new program be operated within already existing resources? I. FUNDS: A. It is not expected that the State will be required to underwrite the total cost of this program. B. Funds for major equipment and supplies have been and will continue to be raised locally. Large pieces of equipment have already been donated. C. Hundreds of community people have volunteered their time to participate in the eleven performance groups now in existence on campus. Page 13 D. Equipment, music, materials, supplied, service, etc. have been donated and/or loaned enthusiastically over the past 16 months, making possible an enormous amount of musical activity at the University without cost to the University. E. There is every indication that this generous involvement on the part of the local community will continue. F. This plus the potential for specific grants, endowments, scholarships, etc., make it certain that the proposed program would not ? II. FACILITIES: A. The proposed program can operate efficiently and effectively by using existing facilities on campus and by making use of local industries and businesses for laboratory and internship experience. There is currently, adequate classroom space, rehearsal and performance space. B. Five (eventually 10) small sound-proofed rooms, equipped with piano, would be needed for studio/practice rooms. The space for such rooms can be identified in existing facilities on campus and with a minimum of expense, be rendered entirely suitable for the needs of the program. III. FACULTY: A. The National Association of Schools of Music recommends A mimimum full-time faculty of three or four persons. Currently the music department has the equivalent of two full-time persons. B. One more full-time person would be adequate for some time in view of the fact that it is vital to the program to use adjunct faculty who are proficient in extremely specialized fields. The greater Asheville area is abundantly affluent in this kind of talent and expertise. Page 14 APPENDIX A UNC-A/Community Performance Groups Between November 1979 and January 1980, eleven performance groups have been successfully established and continue in existence. This has involved approximately 250 people (UNC-A students, community persons, students from other colleges, extremely talented senior high school students). By the end of the current semester (or within a period of 16 months) they will have made 34 appearances, allof which have been open, with no admission charge, to the general public (audience well over 6,000). An extensive summer Outdoor Band Program is planned again for Summer 1981. Group Members Concerts Between Nov.'79 & May '81 Chorus 75 3 Chamber Choir 35 1 Concert Band 75 13 Stage Band 25 3 Pop Band 20 5 Brass Choir 12 2 Saxophone Quartet 4 1 Flute Quartet 4 1 Clarinet Quartet 4 1 String Ensemble 12 1 Chamber Orchestra 27 1 Howard Hanger Jazz Fantasy, IN RESIDENCE 2 Page 15 APPENDIX B SOURCES OF INFORMATION ON MUSIC AS A MAJOR INDUSTRY IN THE UNITED STATES U. S. STATISTICAL ABSTRACT SURVEY OF CURRENT BUSINESS RILM ABSTRACTS MUSIC EDUCATORS JOURNAL VARIETY MUSIC ALMANAC 1980-81