By: Micaela Wenger
On Sept. 21, 2020, Michelle Ben-Reuven, a 2015 undergraduate Media Management alumna, shared her insights about her professional journey with the members of the Media Management Association. She chose the University of Miami because she did not want to go too far from home for college. After graduating from UM, she went down many different career paths until she found herself at Sony Music Entertainment.
It was only after her internship with Capitol Records that she knew she wanted to work in the music business. Ben-Reuven was able to talk to a variety of people within the company and learn about the different aspects of the business. After graduation, she knew she needed a job and did not stop until she found one that she loved. After realizing that Miami did not offer many jobs in that field, she applied for different positions in New York City. After landing a job there, she was able to work with many different big music names because they tend to be located in New York City.
Still unsure exactly what she wanted to do, Ben-Reuven decided to go back to school at the University of Miami’s Frost School of Music. She completed her Master of Music in Music Business and Entertainment Industries in 2017. She pointed out that while she could not say whether this program would be beneficial for others, “it helped me see what I want it.” She loved the educational experience.
In 2018, Ben-Reuven started working for Sony Music Entertainment on the digital marketing side as the marketing and artist relations coordinator. In 2020, she was promoted to the position of audience development specialist, which involves working with Instagram, Facebook, Twitter, and all of the other social media applications. Ben-Reuven also hosts virtual concerts and always looks to find the best ways for artists to engage with their audiences.
As for advice to students, Ben-Reuven stressed the importance of internships to explore different aspects of the media industry. She also reminded them to be able to communicate with people, seize every possible opportunity, and avoid burning bridges.
“You never know who you are going to meet,” said Ben-Reuven.
In the next five years, Ben-Reuven hopes to start a family of her own and just be happy wherever she ends up. She knows things are always changing, and she just wants to continue to grow and learn.
Micaela Wenger is a Media Management junior and the president of the Media Management Association.
