Moving the Needle: How to Succeed in the Music Business
Overview
Join industry professionals for an honest and practical conversation about building a career in music. From breaking into venue management and event production to navigating life as a musician, this event offers real-world insights and strategies. Learn how to book shows, promote your work on a budget, and navigate challenges like rejection and competition. Attendees will hear tips on leveraging social media and developing the hard skills needed to thrive in today’s music industry. Whether you’re an aspiring artist, manager, or event producer, you’ll walk away with inspiration and actionable steps to move your career forward.
This event is co-hosted by the Lam-Larsen Student Engagement Initiative at SFSU and The Society for Human Resource Management (SHRM), San Francisco State University Chapter.
- Date: Wednesday, October 22, 2025
- Time: 4:30 p.m. - 6:30 p.m.
- Location: J. Paul Leonard Library, Room 121
Moderator
Austin Waz
Multi-instrumentalist & Music Producer
Analog Dog
Austin Waz is a singer / songwriter, multi-instrumentalist and music producer in the San Francisco based psychedelic indie disco band Analog Dog. He is also a talent buyer, grant facilitator and production lead at San Francisco's beloved independent music venue, Kilowatt. He has served as production manager and sound engineer for the San Francisco Parks Alliance. He is a proud part time member of the Noise Pop, California Percussion & Erickson Sound Production teams, and is a passionate cheerleader, advocate and promoter of the San Francisco music scene at large. He believes in a revolution in the music industry, where music is rightfully reconceptualized as a public service. He knows that through the power of love, dedication and subsidization, all things are possible.
Speakers
Hayden Krawl
Founder
Cave Rave Entertainment
Hayden Krawl is an event producer, brand owner, and fashion designer based in San Francisco. He is the founder of Cave Rave Entertainment, an underground EDM collective known for producing some of the region’s most high-energy and unconventional events. Under his leadership, Cave Rave has helped shape a thriving community, spotlight emerging artists, and redefine what EDM experiences can be. Blending elements of fashion shows, live wrestling, and beyond, he is known for pushing creative boundaries and transforming unexpected spaces into unforgettable experiences. A proud alumnus of San Francisco State University, he now brings his innovative vision to Levi Strauss & Co.’s global headquarters in San Francisco, where he works as a designer.
Tess Stevens
Founder, Tess & The Details
Social Media and Community Specialist, SFSU
Tess Stevens is a musician, songwriter, band manager, and social media specialist with over 10 years of experience. She currently sings/plays guitar/runs Tess & The Details, a San Francisco-based punk rock band who has played at dozens of venues in San Francisco, Berkeley, Reno, Los Angeles, Portland, Fresno, Hollywood and more. She has negotiated record contracts, edited music videos, run social media accounts, and helped her band move the needle since 2023. Her goal as a DIY musician has always been to help her group get to the next level through making connections with class while having fun along the way. Their debut album "Runaway" was released with Double Helix Records, while their recent cover of "Maniac" came out on Wiretap Records. Recently, their latest singles "Take Me Alive" and the upcoming "Standing on the Edge" are independently shared. Tess currently works as the Social Media and Community Specialist at SF State and loves showing the beauty and community available at SFSU.
Fallon Falore
Marketing and Public Relations Manager
The Guild Theatre
Fallon Falore is a 26-year-old music industry professional from the Bay Area, California. She’s always been inspired by music—not only for its power to bring people together, but also for the way a perfect song can evoke emotion and showcase individuality. She studied Communication and Leadership at Boise State University, combining her background in event planning with a deep passion for music and large-scale events. For the past five years, Fallon has been part of the PR team at Treefort Music Fest, where she has cultivated valuable relationships with both local media and international outlets to secure comprehensive festival coverage. For three of those years, she has also led marketing efforts for The Guild Theatre, a nonprofit music venue in Menlo Park.
Vernon Piccinotti (BA '03, MA '09),
Operational Support Specialist,
Event & Technical Manager, SFSU
Event Consultant & Planner, Independent Contractor
Born and Raised in the San Francisco Bay Area, Vernon graduated from San Francisco State in 2003 with a Bachelors in Radio & Television. Vernon continued his education, graduating in 2009 with a Masters in Broadcast Communication, focusing on community relationship to noise.
Vernon has been supporting events in the San Francisco Bay Area for over 25 years. Working in both educational, private, and corporate event environments. Vernon’s specialty is venue management & event production. Vernon currently oversees the Student Life Event Center and all outdoor event spaces at SFSU. Vernon has built extensive experience across multiple areas of event production. He has worked as a booking manager for various establishments throughout the San Francisco Bay Area, later expanding his work as a DJ for private and corporate events. He went on to serve as Technical Services & IT Manager at the Cesar Chavez Student Center, where he combined technical expertise with event support. Vernon then transitioned to the university level, supporting event services campus-wide. In his current role, he focuses on risk management, event safety, inventory control, logistics, and training student staff to ensure the success of every event.
Vernon also works as an independent Contractor for large scale corporate events. Recently finished up a two-week event with Block.xyz’s 16th Birthday Celebration in Oakland.