UNIVERSITY PARK, Pa. — Working for one of the world’s leading global entertainment companies is an opportunity that many dream of achieving, but for Penn State College of the Liberal Arts alumna Tara Bendler, this dream has become a reality.
The 2015 labor and employment relations graduate is currently leading an exciting career in live audio marketing at Spotify, the world's largest music streaming service provider. While undoubtedly an impressive step in her career, live audio marketing was not the career path that Bendler originally anticipated.
“I initially started my career on the human resources side of the entertainment industry, since my undergraduate degree was in labor and employment relations,” said the Paterno Fellows Program alumna.
But after two years, Bendler began to reevaluate her goals and passions, and ultimately made the unconventional switch from human resources to creative marketing.
“I don't think you’ll find too many people with a shared passion for employment law and music marketing, but that just happens to be me,” she said. “I came to realize I was very creative and wanted to help better the ecosystem for artists to connect with fans, tell their stories and live off their art. ... At the end of the day, I thought about my long-term career goals and knew this was a path I needed to pursue.”
Today, Bendler is making important strides in the live audio space, driving the execution of on- and off-platform content marketing for Spotify Greenroom,...
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