Rodney Alejandro really embraces the concept of “working on the road.” The 2012 online Entertainment Business Master’s grad is the owner of SweetSpot Entertainment, a music business consulting company that he runs while also performing full-time as the keyboard player for Irish rock band The Script.
He’s currently fielding phone calls and meeting with clients by day and playing to sold-out crowds with The Script by night as the main support on OneRepublic’s “Native Summer Tour.” The Script will release their fourth studio album later this summer and they plan on following it up with a sweeping world tour next year. For Rodney, that means business isn’t slowing down anytime soon.
“Technology is a beautiful thing,” says Rodney. “It’s allowed me to take classes and have [virtual] meetings with clients from wherever we are on tour. When I’m on a plane or a tour bus it gives me time to strategize, so by the time I have a meeting with my next client I’m ready to go. The way [Full Sail’s] online program worked, I realized that I could do this remotely with my business as well.”
The opportunity to work with The Script came in 2006 while he was working with songwriters and producers who were interested in starting a musical project of their own. Those guys formed The Script, got signed to a record label, and asked Rodney to fly to Dublin to help engineer, produce, and play keyboards on their first album. The Script has gone on to achieve international acclaim and after a few years apart, Rodney is back with the band as their touring keyboardist.
With an already successful career in the industry – he toured internationally with his own band and has composed and arranged songs for the Kumbia Kings, The Temptations, and more – Rodney’s decision to enroll in Full Sail’s Entertainment Business Master’s program in 2011 was so he could fill the gaps of the knowledge he had gained from being in the music business and learn what was happening in the industry today. He laughs when he remembers traveling all over the world with The Script toward the end of the 12-month Master’s program, all while making sure he was getting his assignments turned in on time. He always made it work though, and he graduated as his class’s valedictorian.
“[The program] offered a mix of business and social media and digital marketing, which is more of what we’re dealing with today,” says Rodney. “It helped me speak the language of music business better and taught me how to run a business.”
Through SweetSpot Entertainment, Rodney works as a musician and a consultant to help music schools and universities shape their curriculum. He’s currently working with a school in Mexico City to strategize how the program’s music production, engineering, songwriting, and businesses classes will work together. Coming from a Mexican background himself, Rodney is motivated by the desire to show students that hard work and determination can pay off.
Whether it’s composing, performing, or educating, music is the common thread that is laced through all of Rodney’s work, and his genuine passion for all of it allows him to continue to have a successful career in the industry today.
“I love the power of music and how it connects people,” says Rodney. “[From the stage] you see strangers becoming friends and people being moved to tears. The ability to share that emotion with people even though we’re separated by a stage and a barrier is incredible. We’re all united for that one moment in time.”