Max Nied Of Monstercat Label Shares Music Industry Guidance With Performance Studies Students
Performance Studies students learned about life in the music industry during a recent visit from Max Nied, head of events for Monstercat, an independent electronic dance music label.
The Texas A&M School of Performance, Visualization and Fine Arts sponsored Nied’s Feb. 23 appearance with the Music and the Human Experience course taught by Andrea Imhoff-Edwards, instructional professor. Monstercat presented a concert later that night at Grand Stafford Theater in Downtown Bryan.
In 2023, Rayane Aboukinane, a senior Public Health student whose artist name is “Zayno Rayne,” was informed by Dr. Matthew Campbell, assistant program director for Performance Studies, that volunteers were needed at the South by Southwest music festival in Austin. Rayne was able to network with Monstercat staff at the festival, and later worked with Dr. Kim Kattari, Performance Studies undergraduate program director, to bring Nied to campus.
“We wanted to bring Max here so he could see firsthand how wonderful our institution is, and how we can start engaging in more innovative projects with electronic music,” Rayne said. “There are a lot of students that can be connected to such endeavors.”
Monstercat is based in Vancouver, Canada, with additional locations in Singapore and Los Angeles. The label is associated with the viral “Crab Rave” video that was created with music by Monstercat artist Noisestorm.
Nied is LA-based, and told students how he got his start while studying music at the University of California, Santa Cruz. He and a friend would rent a generator and speakers to play music.
“We didn’t have a Greek system or sports, so we would drive out into the woods with our equipment and play music and have a party,” Nied said. “We would do that for fun and those parties would grow. My friend and I realized we could rent out spaces, and at 21, we sold tickets and started to put on shows.”
Nied volunteered and networked at local music shows and festivals, and shared with students the variety of careers in the industry, from performing to production. Following the class, Nied said if students are passionate about their interest in the industry, they “just have to do it.”
“Get out there and start creating,” he told the students. “Don’t sit in your room and think that people are going to judge you for following your dream.”
Rayne said he felt motivated to keep pursuing music after hearing Nied’s encouragement to make connections.
“I love that the School of Performance, Visualization and Fine Arts was able to facilitate a presentation and a performance to where people can see there is more to this industry than just the black and white,” Rayne said. “There are many ways to be involved.”
Rolf Rydahl, a junior Performance Studies student and intern at Grand Stafford, attended the class presentation and said he appreciated Nied’s insights about the industry.
“His talk helped me develop new ideas I hope to implement in both my academic and professional future,” Rydahl said.
The Texas A&M Media & Gaming Lab also sponsored a presentation by Nied at the Liberal Arts and Arts and Humanities building, led by Dr. Joey Lopez, an associate professor of practice in the College of Arts and Sciences.
The Monstercat showcase at Grand Stafford featured EDM artist and headliner Ace Aura, with Rayne as the host. Jake Roberts, a senior Performance Studies student, also performed an EDM set. Roberts said he is a longtime Monstercat fan, and was excited to perform at the show.
“Being able to connect with such incredible people was an inspiration, and an opportunity I’ll never forget,” Roberts said.
Kattari, who specializes in EDM music in her research and teaching, said she was thrilled to support a local Monstercat event that students and community members could attend. Nied’s visit was an opportunity for students to learn more about the different paths to a career in the music industry, she said.
“Not everyone wants to be a performer, but there are many who want to be involved in the music industry in some way,” Kattari said. “Max’s visit to campus was a great way to expose students to various career possibilities, and provide advice to students who want to pursue paths in the music industry.”
Top photo by Dr. Matthew Campbell.
