A 2018 Bethel Park High School graduate returned to her alma mater on May 7 to share her expertise in music marketing and market research with nearly 80 students across multiple marketing classes.
Chelsea Hallman, a strategy and insights consultant at Targoz Market Research, delivered sessions to Marketing I, Marketing II, and Marketing III students in grades 9-12. Many of the students in attendance are also members of DECA, an international organization that prepares high school students for careers in marketing, finance, hospitality, and management.
Hallman’s presentation, titled “How Artists Use Market Research, Fan Data, and Brand Strategy to Build Sustainable International Music Careers,” introduced students to how research and marketing shape real-world decisions in the music industry — from understanding fan behavior and selecting release strategies to building an artist’s brand.
During the sessions, Hallman explained how music reaches audiences across platforms such as Spotify, Apple Music, TikTok, and radio. She also outlined the distinction between market research and data analytics, covering methods including surveys, focus groups, concept testing, social listening, geographic research, and streaming data analysis.
Students also participated in a hands-on activity centered on a London-based artist's release strategy drawn from a real professional inquiry Hallman had received. Participants were asked to think like researchers and artist-development strategists, considering audience targeting, content strategy, platform selection, and potential brand collaboration opportunities.
“Speaking with Bethel Park students was a wonderful opportunity to connect market research education with the music industry,” Hallman said. “The students were highly engaged, asked thoughtful questions, and many stayed after class to talk about how the topics discussed could connect to their own future goals. Their response showed a clear appetite for learning more about the business and strategy behind creative careers, from music to marketing and beyond.”
Hallman was selected as a guest speaker because students were studying market research at the time of her visit. Her professional background allowed her to connect that subject directly to the music industry and creative careers — a particularly relevant link for a school with an award-winning music program.
“One of the most worthwhile experiences I can provide for my students is hosting alumni and career guest speakers,” said Emily Smoller, who teaches marketing at Bethel Park and arranged the visit. “Chelsea is a wonderful role model for our students as she was in their shoes just eight years ago and has already achieved great success in her field.”
Student response to the presentation was strong. Several students remained after class to speak with Hallman individually, and at least one student called her the most impactful career speaker they had heard to date.
A highly active participant in DECA, musicals, and theatrical programs during her time at Bethel Park, Hallman went on to earn a Bachelor of Business Administration, BBA in Music Business with an International Emphasis from Belmont University in Nashville in 2021.
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