Held in the heart of New York City, the 2025 GRAMMY U Conference Presented by Mastercard delivered two action-packed days of community building and career development. The event, featuring Sony Pro Audio as a participating sponsor, benefited hundreds of emerging music industry professionals and creatives, who gathered April 25 and 26.
The weekend began at Racket NYC on Friday, where attendees experienced a night packed with industry advice. Members learned how to enhance their professional presence at the Conference Career Center and, during evening panels, were empowered to shape their paths in music. These panels focused on everything from embracing creative freedom with artist Coco Jones, to navigating the changing music landscape with various industry professionals and content creators.
Saturday continued the momentum with programming that spotlighted genre innovation and authenticity. After an insightful deep dive into Lawrence’s album Family Business, members gained inspiration from Laufey — followed by a special surprise performance of her unreleased single "Tough Luck." Later that evening, Samara Joy headlined the GRAMMY U & DEI Showcase, celebrating emerging talent with three GRAMMY U Showcase winners and the vibrant music community.
Read on for eight key takeaways from the 2025 GRAMMY U Conference, one of GRAMMY U’s most unforgettable events yet.
Build The Stage You Want To Stand On
To kick off Friday night’s panels, GRAMMY-winning R&B artist Coco Jones joined GRAMMY U Atlanta Representative Jasmine Gordon for keynote conversation, "Crafting a Multifaceted Career," where she discussed how her passions and creative pursuits shaped a career built on forging her own opportunities.
Jones reflected that, in her experience, nothing happens unless you set your mind to it. Signed to a label at just 15 years old, she shared how growing up in the entertainment industry pushed her to find her own voice. Over time, she gained confidence in her decisions and learned to move through the business with intention.
During the panel, Jones mentioned that while working on her album Why Not More, she discovered the beauty of flexibility. Originally set for an October 2024 release, she ultimately pushed the project to April 2025 to let it fully evolve and reflect who she had become. She encouraged GRAMMY U artists to honor their own timelines and trust their instincts, ensuring their work represents their true selves.
Throughout the conversation, Jones emphasized the importance of mindset and action: "If you want a stage, build one. If you want to write a song, write it," she urged, encouraging young artists to create opportunities for themselves rather than wait for them.
Let Your Roots Inspire, Not Restrict, Your Artistry
Saturday’s keynote speaker and GRAMMY-winning artist Laufey, brought her genre-defying perspective to "Reimagining Contemporary Music," a panel moderated by content creator and TikTok gameshow "Track Star" host Jack Coyne.
With Icelandic roots, Chinese heritage, and a family of classical musicians, Laufey shared how her multicultural background shaped — but never confined — her artistry. She described how discipline and skill from classical music gave her a foundation, but it took time and courage to break out of that tradition and create her own work.
Though she still considers herself a jazz singer, Laufey discussed how she now lets her music flow naturally across genres, as heard in her recent single "Silver Lining." "Gen Z doesn’t give a s— about genre," Laufey said. "We don’t like labels or boxes, which is so sick."
This openness was evident during the surprise live debut of her unreleased, rock-driven song "Tough Luck" performed for the GRAMMY U audience — the first time anyone had heard it. Laufey shared how her upbringing continues to inspire new creative directions. That spirit is clear in "Tough Luck," where she leans into an intentionally edgier tone with a hint of rap-inspired delivery.
Experiment Inside & Outside Of The Studio
In a technical deep dive on Saturday morning, members of the band Lawrence shared their creative process during a session about their album conversation about their album Family Business — complete with behind-the-scenes tracks.
Clyde Lawrence, Jonny Koh, and Jordan Cohen played an early, unmixed version of "Hip Replacement," showing how their horn-driven sound was inspired by Tower of Power’s "What Is Hip?" They played multiple horn takes to emphasize how experimentation shaped the final track. The breakdown gave the GRAMMY U audience a bigger lesson: creative experimentation is often what leads to finding the strongest version of a song.
The band also walked the audience through "Death of Me," a song blending two separate verses written by siblings Clyde and Gracie Lawrence, woven together to capture the feeling of burnout. They revealed small creative details — like the inclusion of a voice memo from Suzie Collier (Jacob Collier’s mom!) — that shaped the song's character in unexpected ways.
Finally, by sharing stems from the piano ballad “Funeral” — often performed live alongside “Death of Me”— and describing how their title track “Family Business” randomly originated by singing the drum opening in a pool, Lawrence showed how openness to new sounds and spontaneous ideas can take a song in an unexpectedly powerful direction.
Photo: Eugene Gologursky/Getty Images for the Recording Academy
Lead With Your Sound But Remember To Grow Your Strategy
During the talk-show-style panel "GRAMMY U Live!: Sync, Sound & Strategy," musician Blu DeTiger, A&R executive Riggs Morales, and Kobalt Music Chief Digital Officer Bob Bruderman offered a mix of career advice and industry insight, moderated by GRAMMY U Representatives Sam Kopec and Della Anderson.
While many rising artists crave immediate results, Morales reminded the audience that true development takes time, citing icons like Prince and Michael Jackson before pointing to The Marías, an indie pop band he signed, as a modern example of perseverance paying off.
Bruderman discussed the growing world of synchronization licensing — from TikTok to Super Bowl commercials — and encouraged artists to stay true to themselves while embracing new digital opportunities.
DeTiger closed out the panel by emphasizing the power of authenticity in building
Partnerships and sharing how her collaboration with Fender began organically through her genuine love for the brand. She wrapped up "GRAMMY U Live!" by showcasing her signature Fender bass, highlighting its lightness, punch, and versatility — features she personally advocated for.
Your Network Is Your Net Worth
On Friday, GRAMMY U members received more than just inspiration from guest speakers and artists — they gained direct, personalized guidance from mentors, industry professionals, and recruiters representing some of the most renowned music companies. The afternoon was designed to help members strengthen their professional presence and take meaningful steps toward their careers.
Beyond panels and performances, GRAMMY U members accessed hands-on career development opportunities throughout the conference. Hosted by the GRAMMY U Mentorship Program Presented by Amazon Music, the networking mixer featuring 20 mentors from leading organizations — including Mastercard, Amazon Music, and the Recording Academy — offered the chance to connect one-on-one with experienced professionals, ask questions, and receive tailored advice.
The career focus continued across the conference floor, where exhibitor booths introduced members to Women in Music, HeadCount, Anti Social Camp, The Digilogue, Girls Make Beats, Girls Who Listen, and Mastercard, expanding their understanding of diverse roles and communities within the industry. A complimentary headshot station also gave members a chance to update their LinkedIn profiles with fresh, professional photos.
Throughout the day GRAMMY U members were encouraged to connect, grow, and take actionable steps toward their music industry ambitions.
Photo: Eugene Gologursky/Getty Images for the Recording Academy
The People You Start With Stay With You
Interactive experiences across the conference venue fostered community and fun. At check-in attendees received custom tote bags filled with a program, badge, and an art postcard. Throughout the venue, there were countless photo opportunities, including a GRAMMY statue with a stunning silver backdrop and a coloring wall.
Members set the vibe with music at the GRAMMY U Mixtape station, curated with fellow members playlists. They pinned their home chapters on a giant U.S. map and swapped Instagram handles at a social media wall organized by music industry fields. Mastercard’s "Priceless Experience" activation had members spin a prize wheel for concert tickets, merch, and more — making spontaneous networking easy.
Whether members were waiting in line for goodies or chatting about career goals at the social wall, these activations fostered a lively, supportive atmosphere that encouraged GRAMMY U Conference attendees to connect and celebrate their journey in the music industry.
Photo: Eugene Gologursky/Getty Images for the Recording Academy
Consistency Sets You Up For Success
Closing out the first day of the 2025 GRAMMY U Conference, "Influencing the Industry: How Content Creators Are Redefining Media" delivered a lively, laughter-filled conversation about building a lasting career in media. Each of the five creators shared their unique paths — from street interviews to acapella collaborations — highlighting the importance of authenticity and making content you’re genuinely proud of.
Throughout the discussion, one message stood out: consistency is the foundation of success. Julian Shapiro-Barnum grew his series "Recess Therapy" by committing to weekly posts, eventually featuring interviews with celebrities like Olivia Rodrigo and Rihanna. Similarly, Davis Burleson, who started by posting five times a day to just see what clicked, expanded "What’s Poppin? With Davis!" from spontaneous street interviews in Washington Square Park to hosting stars like Charli xcx and Chappell Roan. Both panelists stressed that sticking to a schedule and nurturing signature content was key to building — and keeping — an audience.
Anthony Gargiula and Jonathan Tilkin, known for their viral "The Kitchen" series featuring artists like Tori Kelly and Teddy Swims, echoed this idea. They noted to GRAMMY U members that once you find what resonates, you can experiment with new ideas — like their podcast "Counter Melodies" — but it’s crucial to keep delivering the content that first drew in fans. Rewarding loyal viewers with what they love is vital for sustained growth.
For GRAMMY U members working in the entertainment industry, the panel served as an encouraging reminder not to let fear of judgment stop them from posting and promoting themselves online. Friday night wrapped with a memorable, humorous takeaway from moderator Tiff Baira: "It’s hot to be cringe."
Cheer On Your Peers
The conference concluded with an energetic evening at the Bowery Electric, an iconic venue in New York City’s East Village, featuring performances from five-time GRAMMY winning headliner Samara Joy and talented GRAMMY U Showcase winners.
First up were three GRAMMY U member performers who won the opportunity to open for Samara Joy, each displaying the diversity and talent of the next generation of music artists. The Millers, a pop-rock band of NYU students, set the tone with their blues-inspired set and confident stage presence. Isea, a GRAMMY U member who previously opened for Doechii at NYU’s V100 concert at Terminal 5, captivated the crowd with her powerful storytelling and soulful voice. Finally, The Jax Experience performed an all-instrumental jazz set, including a beautiful rendition of "Pure Imagination" by Gene WIlder.
Closing out the night, Bronx native Samara Joy took the stage, filling the venue with her signature jazz sound and performing standards and originals from her most recent album Portrait. Backed by an incredible eight-piece band, Joy’s soulful vocals created an intimate, unforgettable atmosphere that united GRAMMY U members for one final celebration.
Throughout the evening, the audience wasn’t just listening to music — they were connecting through it, cheering on every performer, making new friends, and building a sense of community that celebrated not only the artist, but each other's journeys. The GRAMMY U & DEI Showcase was a fitting finale to the conference weekend, embodying the spirit of GRAMMY U: uplifting the next generation of music leaders.
Photo: Eugene Gologursky/Getty Images for the Recording Academy
Couldn't make it to New York? Catch every panel from the 2025 GRAMMY U Conference on-demand here: https://watch2025grammyuconference.splashthat.com/
To attend next year’s GRAMMY U Conference and join the GRAMMY U community, apply to become a member at www.grammyu.com.