Additional reporting by Emma Hampton

GRAMMY U has wrapped up their spring 2023 mentorship program, which matched more than 1,000 pairs of mentors and mentees between the fall and spring programs. Members from more than 200 schools and 38 states participated, as well as applicants from Ireland, India, Colombia and Canada.

All GRAMMY U members can apply for the mentorship program, and selected participants are matched with mentors who are Recording Academy voting and professional members. Pairs are matched based on career interest in the music industry, and can range anywhere from songwriting and audio engineering, to music marketing and tour management. 

This spring, mentee Caleb Larsen was paired with voting member Erick Bohorquez for an experience of a lifetime. Larsen, a sophomore at Oklahoma State University and music industry major, worked closely with Bohorquez, co-founder of Colombian funk band Superfónicos, and Founder & CEO of Culo Malo Records.

The pair collaborated on a wide spectrum of projects, including a marketing campaign for Warner Music Latina artist Le Coco in preparation for SXSW. Other highlights of the mentorship included attending networking events like the Texas Chapter Block Party, resume and LinkedIn profile building, and overall professional development. Larsen and Bohorquez will continue working together at Culo Malo. 

"One of the most transformative lessons I learned from Erick was the importance of agility and adaptability in the music industry. He demonstrated that ideas can rapidly evolve into projects and highlighted the need to respond quickly to emerging opportunities," Larsen says. "This experience taught me to be proactive, seize opportunities swiftly, and efficiently execute projects to capitalize on favorable circumstances."

Read on for an interview that follows the growth journey for both mentor and mentee.

How did you find hands-on ways to engage with a topic during your mentorship? Did you collaborate on any projects or do you plan to after the program ends?

Bohorquez: My primary focus has been on providing Caleb with real hands-on work to maximize artist visibility. From the start, my goal has been to help facilitate a pathway for Caleb to achieve his aspirations in the music industry, particularly in artist marketing. I'm delighted to say that our efforts have yielded remarkable results.

During the SXSW festival, we worked together to execute a meticulously planned guerrilla marketing campaign surrounding a certain artist that garnered significant attention and engagement. The campaign was a resounding success, capturing the interest of both industry insiders and the general public. By thinking outside the box and embracing unconventional strategies, we were able to make a lasting impact on the artist's visibility and create a buzz around their music. 

Furthermore, I'm excited to share that we had the opportunity to partner with [lifestyle and jewelry company] Kendra Scott's marketing team during SXSW as well. By tying in fashion with the artist's brand, we created a unique and compelling narrative that resonated with a broader audience. The collaboration proved to be a perfect synergy, effectively combining the worlds of music and fashion to enhance the artist's image and reach.

Mentee Caleb Larsen with artist Le Coco | Courtesy of Erick Bohorquez

Building upon our accomplishments, I'm thrilled to announce the launch of our newly classified company, Culo Malo Records. With headquarters based in Austin, we are excited to embark on this fresh venture and make a significant impact in the industry. As part of our growing team, Caleb will be joining us in the artist marketing department. His skills, dedication, and unwavering passion for music make him an invaluable asset to our company. 

Did you learn anything transformative from your mentor that changed your outlook on your career or helped you find your way in the industry? 

Larsen: During my mentorship with Erick, I had the privilege of learning transformative lessons that not only changed my outlook on my career but also helped me find my way in the music industry. Erick's mentorship was characterized by a strong emphasis on quality and attention to detail, which had a profound impact on my approach to projects.

Erick consistently stressed the importance of delivering high-quality work. We revised projects multiple times, ensuring that every aspect met the highest standards. Through his guidance, I learned the significance of meticulous attention to detail and the positive impact it can have on the final outcome.

Erick played a pivotal role in familiarizing me with the language and vision of the music industry, including industry jargon, trends, and best practices.

Through these invaluable lessons and experiences, Erick guided me in refining my skills and developing a new perspective on project management and execution in the music industry. His mentorship allowed me to gain practical insights and hands-on experience that were instrumental in shaping my career path.

How have you seen your mentee grow over the course of the program? 

Bohorquez: I have personally witnessed tremendous growth in my mentee, Caleb, on a professional level. It brings me great joy to see his dedication and hard work paying off. Throughout our mentorship program, Caleb has consistently demonstrated a strong commitment to his professional development. We have worked closely together to enhance his skills and improve his prospects in the music industry. I'm proud to say that his efforts have been truly remarkable.

Caleb has embraced every piece of advice and guidance, applying himself wholeheartedly in every aspect. I have witnessed his growth in several areas over the course of our program. Notably, he has excelled in creating high-quality reels that showcase his talents and capabilities. As a mentor, it has been incredibly fulfilling to witness Caleb's progress and achievements. His unwavering commitment to his own success and his receptiveness to guidance and feedback are qualities that will undoubtedly lead him to great accomplishments in the music industry.

What did you learn about working with others in the music industry over the course of your mentorship? 

Larsen: I learned that while people may have different professional backgrounds, the goal is always to help others be successful. Oftentimes the projects can be long, time-consuming and tedious to complete, but they are rewarding and enjoyable in the end. 

Some people radiate positivity and calmness, which is something I truly enjoyed about working with Erick. At the end of the day, being a team player and collectively maintaining a forward-thinking mindset will make any project enjoyable.

What was something you learned from your mentee that you didn’t expect? 

Bohorquez: It is truly a rewarding experience as a mentor to witness unexpected qualities and strengths in a mentee. His responsiveness, professionalism, and organizational skills during the mentorship were great. Caleb's ability to step up to the plate and consistently deliver showcases his dedication and commitment to his career development. It's wonderful to see mentees like Caleb demonstrating these qualities, as it reflects their drive and potential for growth in the music industry.

Applications for the GRAMMY U mentorship program will be available in fall 2023. To be eligible to apply for the program, you must be a member of GRAMMY U. Apply now to become a GRAMMY U member. 

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