Real Industry University Challenge Tour
supporting The Trash Mermaids

Real Industry and major universities will support The Trash Mermaids in a music and social impact challenge.

Example school and kick-off dates:
University of Hartford, Hartt School of Music  - October, 2018
New York University, Steinhardt Music Business Program -  October, 2018
San Francisco State University, Music Business Program - October 2018



Real Industry will host a Real Industry Trash Mermaids Challenge program to educate and empower hundreds of university students, while providing invaluable marketing campaigns and insights from hundreds of top college and music business students. Students will work on supporting The Trash Mermaids and their social causes: environmental sustainability / ocean cleanup and LGBTQ rights. Our goal is to encourage students to leverage the power of the arts to create a better world through the lens of music, music business, and fan engagement to spread a powerful message.

Over 2 weeks, students will use the artist’s messaging, fanbase data and analytics, and insights to create detailed marketing proposals and marketing / strategic campaigns for The Trash Mermaids. In this process, students will also become immersed in the culture, brand, and music of The Trash Mermaids.

Students will compete for a chance to help The Trash Mermaids launch and implement their winning campaign ideas. Students may choose to continue on, working directly under The Trash Mermaids management team. If The Trash Mermaids elect to continue working with students after the challenge has formally completed, it is the responsibility of The Trash Mermaids to provide further management, guidance, and instruction for the students.

During the challenge, students will be mentored by Real Industry’s network over 300+ industry mentors, including leaders from major record labels, streaming service providers, and tech companies!

Example submission:
NYU / Common Marketing Winning #WellGrounded | Marketing Proposal

Students work in teams of 4-5, working with university faculty and supported by Real Industry’s team of 300 industry mentors. Mentors include executives across the tech and entertainment industry, including leaders from Adobe, Amazon, Warner Music Group, Facebook, YouTube, Spotify, Pandora, Apple, Sonos, and more.

In 2017, we served 1,200 students in partnership with Common, Jack Antonoff, Tegan and Sara, Manchester Orchestra, and BloodPop®! (Billboard, Variety, Host universities included Stanford, USC, NYU, UMass Lowell, and Middle Tennessee State University.

In 2018, we engaged 600 students at 6 top universities, supporting The War on Drugs, Common, Bryce Vine, Andrew McMahaon, Jon Batiste, and Phora.

We kick-off all Real Industry Challenges with a 3 hour campus-wide event, attracting over 100 university students. Events introduce the artist's social cause and teach students to apply principles of fan engagement, marketing, and curation towards driving a successful call to action.   


  • Reach and access for students at top universities to launch or promote a social impact campaign for The Trash Mermaids

  • Visibility with 18-24-year-old college students who are interested in the artist's career in social causes

  • Support our next generation of music creators and industry leaders

In 2017, Real Industry and Pandora empowered the next generation of media, music, and business leaders on a US campus tour. Over 1,200 students worked with major artists (Tegan and Sara, Common, Jack Antonoff, Manchester Orchestra, and BloodPop®) to support the artist’s Foundations (The Ally Coalition, Tegan and Sara Foundation, Common Ground Foundation, Make Yourself Foundation, 1 Million 4 Anna, Made of Music).

Stanford students applied their business, music, and digital marketing knowledge to launch a successful advocacy and social impact campaign. Students were joined by executives from Pandora, Warner Bros. Records, and the Tegan and Sara Foundation in designing national music marketing campaigns.


We want to support artists with active releases and campaigns. Real Industry handles 100% of event creation and workshop logistics - it is completely turn-key for our partners.

1. Required: CALL TO ACTION, ASSETS, Donation

  • As a 501(c)(3) nonprofit, Real Industry asks for a donation of $30,000 per university engaged during our university tours.
    Our team can accommodate up to 6 new universities in 2019.

  • Provide a call to action, supporting your artists social impact initiative, that university students and listeners can support

  • Grant Real Industry a right to use artist images and foundation logo for marketing event on-campus and publishing an event highlight reel.

2. NICE TO HAVE: Attendance & engagement

  • Trash Mermaids team and [optional: foundation] commit to review all student campaigns from the event. We want the students to know that their work had an impact!

  • Artist representative, management, or label attendance at the university kick-off event (Artist attendance is a nice to have, and the artist is not required to attend.) Artist teams are responsible for their own travel costs.  

  • If in-person attendance is not possible, artist records a 2-3 minute video welcome message for students to view at event.

  • Artist or artist management to provide winning teams feedback during our online, video conference, wrap-up event (60 minutes).


Select the number of universities you’d like to support on the Real Industry University Challenge Tour supporting The Trash Mermaids!

here are some of the universities that support our programs...