Industry Insider: Erin Barra-Jean (Director of Popular Music at ASU) Discusses Education & Music

There are many facets and components of the music industry that you don’t readily consider, such as Erin Barra-Jean’s role as an organizer and an educator. Amongst her many roles, Barra-Jean is the Director of Popular Music at Arizona State University. She is also the founder and organizer of Phoenix’s Music Industry Career Conference. An authority on music, technology, and education, Barra-Jean has accumulated a lot of experience in developing and teaching curriculums at open-source, K-12, and collegiate levels. Many of these courses are among the most popular and highest-rated on their respective platforms. In addition to all of that, Barra-Jean is also a talented songwriter, producer, and instrumentalist.

Barra-Jean has also accumulated a lot of experience working as a community organizer. She has created and funded several organizations that bring together the spheres of art, technology, education, and equity. She sits on the Advisory Board of Women in Music, which has enabled her to seek a number of exciting opportunities. Barra-Jean has been at the forefront of award-winning research focused on women in the music industry. Much of her research has been done in partnership with Berklee’s Institute of Creative Entrepreneurship, The Recording Academy, and, of course, Arizona State University.

Barra-Jean joins us today for our Industry Insider interview to share her views on the music industry, the lessons she has learned in her own career, the intersection of music and technology, and more.

Erin Barra-Jean, photo courtesy of Evolve PR & Marketing

What’s one hard truth about the music industry that no one prepares you for when you first enter it?

Erin Barra-Jean: “I don’t say this to be discouraging, but rather to set realistic expectations. When you’re starting out, no one is waiting for you, and you have very little to offer in terms of leverage. The music industry, like any business, thrives on the exchange of value, and early on, the scales won’t be tipped in your favour. Many young artists believe that talent alone should open doors, but success requires so much more—strategy, persistence, and the ability to create opportunities. Our parents raise us to feel special, and to them, we always will be. But in the industry, you’re not special, until you prove otherwise.”

How has your definition of success changed over the years? Is it still about fame and financial rewards, or have other aspects become more important?

“In the beginning, my goals used to mess with my head and leave me feeling empty—things like getting a publishing deal, signing with a manager, landing a label deal, or playing Webster Hall. I’d achieve them, but the sense of success never lasted because I’d just move the goalpost a little farther.

“Over time, my definition of success evolved. It became less about external milestones and more about sustainability—making enough money to live comfortably, working solely in music, and finding creative fulfillment without sacrificing my well-being. Now, success means providing the life I want for my family, maintaining a sense of inner peace, and feeling genuine happiness when others succeed.”

Erin Barra-Jean, photo courtesy of Evolve PR & Marketing

The music industry is known for its relentless pace. How do you personally deal with burnout, and what advice would you give to younger artists struggling with it?

“The older I get, the harder this becomes, and to be honest, it’s still my biggest struggle. When I was younger, I could outwork everyone, fueled by sheer ambition. But it wasn’t sustainable, and I often lost myself in what felt like true inner chaos. Over time, I have come to realize that in order to work at the level I want to while maintaining my sanity requires discipline and structure. Prioritizing sleep, diet, exercise, and meditation is the only way I can make it all work. If I’d had the self-control to start cultivating that foundation 20 years ago, I would have.”

What’s the most unexpected lesson you’ve learned in your career?

“The most unexpected lesson I’ve learned in my career is that real power in the music industry doesn’t come from visibility or social currency—it comes from being the person who can make things happen for others. Early on, I equated influence with recognition, but as I’ve shifted more behind the scenes, I’ve come to understand that true impact lies in the ability to create opportunities. The ones who shape the industry aren’t always the loudest or most visible—they’re the ones building platforms, opening doors, and elevating others. That’s where real power lives.”

What role do you think branding plays in an artist’s long-term success?

“I believe having a strong creative identity is essential for everyone in the music industry, not just artists. Understanding your core values and mission serves as a north star, guiding every decision you make in your career. Whether we realize it or not, branding matters. It’s reflected in how we dress, how we approach our work, what we post on social media, and how we communicate with others. The more intentional we are about shaping that identity, the more effectively we can control the way we’re perceived. Success, in any career, comes from clarity—knowing who you are, what you stand for, and ensuring that message resonates with the world.”

Erin Barra-Jean, photo courtesy of Evolve PR & Marketing

Do you think artists today need to have a deeper understanding of data analytics to succeed, or can they still rely on pure artistry?

“Artists today have more tools and opportunities at their disposal than ever before. But if you want to turn your music into a sustainable career, you have to engage with the business side of things. Commodifying your art doesn’t mean compromising your creativity—it means taking ownership of your career. I believe every artist has a responsibility to take as much control as possible, and that starts with understanding the numbers, making strategic decisions, and treating your music like a business. The more informed and proactive you are, the more power you have over your own success. If talent and artistry were enough, the world would be a much different place.”

Do you think there’s more opportunity today for niche genres, or does the algorithmic nature of streaming platforms limit their reach?

“In the past, culture was a shared experience—we all watched the first moon landing, witnessed the rise of MTV, and collectively transitioned from baggy pants to skinny jeans. But with the internet, culture has become deeply personalized, shaped by algorithms that curate our individual experiences. Instead of mass moments, we now belong to micro-communities, each tailored to our unique interests and online behaviour. In many ways, everyone’s life has become its own niche genre, and for artists, this presents an incredible opportunity. There’s more room than ever to reach highly specific, engaged audiences—the key is knowing where to find them.”

Do you believe the rise of vinyl and other physical formats is a passing trend or a permanent shift in consumer behaviour?

“Post-pandemic, people are craving real, tangible experiences more than ever, and physical music products fall into that category. I truly believe there’s space and demand for both digital convenience and physical connection. People want the ability to stream on demand, but they also want to hold meaningful art in their hands, engage with music intentionally, and collect pieces that feel personal. The future of physical formats is wide open, and it’s exciting to see where innovation and creativity will take us. The rules haven’t been written yet, which means there’s endless opportunity to redefine how fans experience music.”