Nick Martucci, the new director of Pace University’s Arts and Entertainment Management (AEM) program, brings more than twenty years of music industry experience to his role at the Lubin School of Business. Martucci has represented artists such as George Clinton, Ludacris, José Feliciano, MC Hammer, Salt-N-Pepa, and UB40. He is also a partner and general manager at Universal Attractions Agency, where he manages both New York and Los Angeles offices.
Martucci explained his motivation for joining the AEM program: “Arts and Entertainment Management brings together my two passions: creativity and business. I’ve spent my career helping artists reach audiences and turn ideas into sustainable ventures, and now I get to teach students how to do the same, balancing artistry with strategy and passion with professionalism.”
He cited Pace University’s location in New York City as a key draw: “Pace is in the heart of the entertainment capital of the world, and the AEM program is uniquely positioned to give students real access to the industry. I was drawn to the idea of merging classroom theory with real-world practice and building bridges between students and the professional world.”
Reflecting on his industry experiences, Martucci said, “One of the most defining moments for me was watching a tour grow from a simple idea into a phenomenon. Standing in an amphitheater nine months later, seeing 16,000 people singing their hearts out and having the time of their lives, I knew I had helped make that moment possible. That same feeling drives me at Pace, where I work to build programs that help students turn their own passions into experiences that move people, build community, and create memories that last a lifetime.”
Martucci emphasizes experiential learning in his teaching approach: “I believe the best learning happens through doing. My classes are built around hands-on experiences and real-world case studies. I also bring in guest speakers from across the industry, including agents, managers, promoters, and executives, to help students understand both the business and the human side of entertainment.”
On how his professional background shapes his teaching methods: “My industry experience gives me a front-row seat to what employers and clients are looking for. I teach with transparency, showing students how theory applies when the stakes are real. I emphasize communication, problem-solving, and adaptability, the same skills that make someone successful on a tour, in a label office, or at a management firm.”
He notes significant changes in live entertainment over recent years: “The industry has become increasingly data driven and global. Artists now build their own ecosystems where touring, streaming, merchandise, direct-to-fan engagement, and brand partnerships all connect. Aspiring professionals should pay attention to evolving audience expectations and how innovation and authenticity intersect in the live experience.”
For those starting out in music business careers Martucci advises: “Relationships are your most valuable asset. Be reliable, be kind, and follow through. The entertainment industry runs on trust and reputation, and the people who last are those who treat others well and keep learning every day.”
Martucci discussed some personal challenges from earlier in his career: “Early on, balancing creative passion with business discipline was a challenge. I had to learn to make tough decisions… Building credibility in a competitive industry also required patience, persistence, and the ability to deliver results consistently.” He takes pride in supporting artists’ long-term careers as well as seeing students achieve internships or jobs they once thought unattainable.
Looking ahead for Lubin’s AEM program Martucci said: “My vision is to build on the strong foundation already in place and continue shaping the AEM program into one of the most connected and experiential in the country… That means keeping our courses relevant, expanding opportunities for collaboration, and helping students develop confidence skills…”
Describing #LubinLife he added: “#LubinLife means opportunity collaboration… It’s about giving students confidence tools to take what they learn here…”
Martucci currently teaches courses including Managerial Concepts (MGT 150), Arts & Entertainment Management (MGT 235), Management in Music Business (MGT 375), as well as Managing Concert Touring & Promotion (MGT 397E).
