Music is a universal art, but only a few people know the business that is run behind the scenes.

Clara Natalicio, a fourth-year music industry studies student, is no stranger to the work it takes to put on a music event.

Natalicio put together the Sorry, Not Sorry Fest event this past month.

Natalicio originally wanted to be an engineering or psychology student, but during sorority recruitment, she realized her true passion.

Clara Natalicio at an event she planned “Sorry, Not Sorry Fest.” (Courtesy of Clara Natalicio)

“What I enjoyed talking about the most was music and music festivals,” Natalicio said. “During recruitment I met someone who was a music education student and she told me all about the department and showed me that I can dive into the industry side of music without having to make a living off performing.”

As Natalicio’s journey at Cal Poly Pomona comes to an end, Natalicio needed to put together her senior project.

“It took a lot honestly,” Natalicio said. “This is the first event of this scale that I have put on. I’ve thrown parties with my friends for the department that have included live music, but they’ve always been at houses and smaller.”

An event requires choosing a date, booking a venue, communicating with artists, purchasing supplies and advertising.

Although Natalicio has experience with this through her seasonal work and internship with Insomniac Events, there are always problems that occur when putting together any event, regardless of the magnitude.

“I was not good at [booking the acts,]” Natalicio said. “Artist relations is something that I need to work on.”

The date for the event also changed three times.

Clara Natalicio at an event she planned “Sorry, Not Sorry Fest.” (Courtesy of Clara Natalicio)

The labor and work behind music events, especially on the day of, often goes unnoticed.

“Setting up was the hardest part and was a lot of physical labor, troubleshooting and last minute errands. It took an entire 12 hours,” Natalicio said. “Clean up is the part a lot of people don’t consider. The second the event was over we started tearing down. It only took an hour because everybody helped.”

Without proper advertising, an event is bound to be unsuccessful.

A person has to be creative to get the word out.

Natalicio used social media to help reach a larger population and posted flyers across campus.

Although it was for an assignment, the Sorry, Not Sorry Fest allowed Natalicio to be creative and unique.

“A lot of people record EPs or create business plans, but I chose curating a music festival, because it was something that I can put on my resume, and is something that I am super passionate about,” Natalicio said. “I hope to be able to do a lot more in the future.”

The business behind music is an art form within itself.

Natalicio had a vision and was able to make it a reality.

“The best part was getting to make my own creative decisions and being in charge. I love leading teams and having the final say. This was exactly what I wanted to be doing,” Natalicio said. “It was so special having all my friends drop everything they had to do to help me with this event. I am eternally grateful for their support and Sorry, Not Sorry Fest would not have happened without them.”

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