“When one door closes, open another”: This Costello student is making his way in music industry

Cody Salenga has been making music since he was a teenager. Performing under the name Steph Cody Music, he’s got a growing fanbase on Spotify and co-launched an independent record label this year. So when it came time to look for a summer internship, Salenga knew he wanted something in the music industry.

That’s how Salenga, one of Costello College of Business’ graduating business majors with a concentration in marketing, found himself running social media for Capitol Dystrikt Music in Washington, D.C.

“It combines my two passions in music and marketing,” he said, “and it’s my dream to work in the entertainment industry. The chance that one day I’ll be listening to a song on the radio, or on Apple music, and realize, ‘hey, I’ve been in the studio when they were making that song’ is really cool.” 

In addition to managing social media and communications for Capital Dystrikt Music, Salenga works to build relationships between the artists and the studio to increase the studio’s presence. Building name recognition is at the core of his work, and that idea led to one of his major projects: the Graveyard Smash concert, hosted right here in the Johnson Center on Fairfax Campus on the eve of Halloween. 

“I really wanted to put on a concert, so I pitched the idea of a concert sponsored by Capitol Dystrikt Music to the Student Centers using the Plaza Palooza (named after the Lollapalooza festival) as a template. And we had a great turnout,” he said. “It really just came together into a beautiful thing that I could find so much pride in.”

Capitol Dystrikt Music saw 200% more web traffic this month than previously, which Cody attributes to the event. “Tables in the Johnson Center were filled throughout the festival,” he said. “We probably had roughly 200 attendees.”

Salenga sees strong similarities between building an album and building a marketing campaign. “You work tirelessly on something for a long time, and you want people to see it and be moved by it, whether that’s an album or a product launch,” he said. His work speaks for itself, having grown the studio’s impressions by 113,780% or 5,694 impressions within a 30-day period, and 3.1k accounts reached in that same timeframe too.

Diving into the industry hasn’t been without challenges. “It’s a tough learning curve, figuring out how marketing works in the music industry, what’s going to land well, what will produce results, and so on,” he said. “But the classes like Digital Marketing and other foundational marketing classes I’ve taken at George Mason have given me a really solid marketing foundation.” 

He cites the hands-on learning experiences in his marketing electives as being particularly impactful. A simulation tracking social post-performance and SEO, for example, gave him important insights into the mechanisms of marketing that he’s applying to both his professional and personal social presence. 

“When it comes to George Mason, the stereotype that I’ve heard employers have of us is that we’re hardworking and gritty, and we don’t take things for granted. That's what we bring to the table in interviews that makes us different,” he said. “So when one door closes, don’t wait for something else to open: make a new opportunity for yourself.”