Motown Records Builds a New Generation of Music Executives with New Legends Program

Motown Records is shaping the future by nurturing next-gen music executives through a groundbreaking internship with HBCUs.

Motown Records, the legendary label synonymous with the iconic Motown Sound, is rewriting its story in 2026—not just with music but by cultivating the next generation of music industry leaders. This June, the label launched an innovative internship initiative designed to connect students from Historically Black Colleges and Universities (HBCUs) with real-world music industry experiences. The New Legends program is a 10-week immersive journey that offers hands-on learning, mentorship, and a front-row seat to the business and creative sides of music.

A Legacy Rebooted: From Berry Gordy to New Legends

Motown’s founder, Berry Gordy, transformed popular music in the 1950s and ’60s by launching careers of music giants like Diana Ross and The Supremes, Marvin Gaye, Stevie Wonder, and the Jackson 5. Now, Motown is channeling that same spirit into empowering future executives who will help shape the industry for decades to come.

Dante Smith, Motown’s senior vice president of marketing and digital head, summed it up perfectly: “Our tagline now is ‘built by icons, inspiring new legends.’ It’s about connecting the dots between legends like Diana Ross and Marvin Gaye with new talents on our roster such as Lil Yachty and Leon Thomas.” He emphasizes how crucial the folks behind the scenes are—those marketing gurus, digital wizards, and branding experts who craft the magic around the artists.

Exclusive Partnerships with HBCUs: Bridging a Critical Gap

The New Legends program stands out for its exclusive partnership with HBCUs—institutions historically underrepresented in major label opportunities due to geographic and systemic barriers. According to a USC report, only 7.5% of music industry executives are Black, a statistic Motown aims to change by sourcing talent directly from HBCUs.

Smith, a Philadelphia native who once commuted thrice weekly on a Megabus to chase internship opportunities, knows firsthand the challenges faced by students at HBCUs, many of which are located outside traditional music industry hubs like Los Angeles or New York. Cities like Atlanta, Florida, Mississippi, Alabama, and North Carolina host these schools, often leaving their students disconnected from major label internships.

“We wanted to give an opportunity to schools where there wasn’t always a direct path to internships at labels like Motown or Capitol,” says Smith. “This program builds an infrastructure for students to gain firsthand experience.”

From 500 Applications to a Select Few: The First Cohort

The inaugural call for applications saw an impressive 500 hopefuls vying for just four spots. Motown chose students from Howard University, Morgan State University, North Carolina A&T State University, and Spelman College. Given such demand, the team—including Jessica Eason, senior vice president of marketing and head of urban marketing, and HBCU alumni Tariq McAllister and Gabe Brown—is considering extending the program into spring and fall semesters to broaden access.

Smith describes the program as a way to “figure out our own Rolodex of fresh talent, fresh minds, fresh energy,” ensuring Motown continues to thrive through new perspectives.

Jessica Eason adds, “Our whole reason for starting this program was to create something that will be left behind when we move on—something that continues. That legacy is truly what Motown is about.”

Inside the New Legends Experience: What the Internship Offers

The New Legends internship is a deep dive into the music business, with a unique multidisciplinary approach. Students pitch themselves creatively through social media campaigns, and those selected work across marketing, digital, creative, and branding teams. They also develop a capstone project centered on a Motown artist, crafting a comprehensive rollout plan from multiple angles.

Smith shares, “Our interns work on real campaigns, like creating marketing plans and digital content for artists such as JT and Lil Baby. For example, Carina and Calin pitched creative campaigns to engage fans, Bryanna brought fresh Gen Z content ideas, and Phil designed marketing campaigns complete with merch concepts.”

Each intern rotates through departments, gaining a panoramic view of the label’s inner workings—from streaming strategy to brand partnerships. Jessica Eason highlights how interns are invited to artist meetings, label-wide brainstorming sessions, and department collaborations, enabling them to see how all the pieces fit together to launch successful campaigns.

Contributing to Real-Time Campaigns and Industry Insights

This isn’t just a classroom experience. Interns contribute to live projects, like recent collaborations with artists Offset, Quavo, and Lil Baby, who premiered songs at the Louis Vuitton fashion show. Smith notes that interns witness the full spectrum—from surprise drops to long-planned releases—learning the agility and strategic thinking required in the industry.

When the internship concludes, Motown compiles portfolios of each student’s work to share across Universal Music Group labels, creating wider job placement opportunities. Smith comments, “We want to build a talent pipeline that’s ready to step into roles at Republic, Def Jam, or elsewhere.”

Honoring Motown’s Mission Through Talent Development

Jessica Eason points out that Motown’s legacy has always centered on artist development, but this program extends that vision to the cultivation of executives and employees. “We’re nurturing well-rounded executives who understand the multifaceted nature of the music business,” she explains.

Smith pays homage to Motown’s unsung heroes, like Suzanne de Passe, who shaped the label behind the scenes as much as Gordy himself. “The people working behind the scenes are just as important,” he says, underlining the program’s goal to honor that tradition by building future leaders.

Representation Matters: Elevating Black Artists Through Diverse Leadership

The emphasis on partnering with HBCUs is a deliberate stride toward enhancing diversity in executive ranks—a crucial factor in supporting Black artists. Smith reflects on his own journey, “Representation is important. Talent is important. When you mix both, magic happens.” His experience as a young dreamer from Philadelphia reminds him that mentorship and role models can unlock doors for others.

Jessica Eason agrees, “Seeing people who look like you in leadership makes the dream feel attainable. This program provides those tangible examples and inspires the next generation.”

How to Join the Next Wave of New Legends

For students eager to apply in future cycles, Motown has created a dedicated Instagram account curated by the New Legends themselves, offering updates and insights. Interested candidates can also visit MotownRecords.com for announcements about application windows.

“Our whole reason for starting this program was to create something that will be left behind when we move on... That legacy is what Motown is all about.”
— Jessica Eason, SVP of Marketing, Motown Records

The New Legends program is more than an internship; it’s a living legacy that echoes Motown’s foundational mission—building talent, uplifting culture, and propelling Black music and leadership into the future. By investing in the minds behind the music, Motown ensures that its legendary sound continues to resonate through new voices and visionary executives.

FAQ

• What is the New Legends internship program at Motown?
  It is a 10-week intensive internship connecting HBCU students with hands-on experience in marketing, digital, creative, and branding at Motown Records.
• Who can apply to the New Legends program?
  The program exclusively partners with students from Historically Black Colleges and Universities (HBCUs).
• What do interns do during the program?
  Interns work across multiple departments, contribute to real artist campaigns, develop a capstone project, and attend artist and label meetings.
• Is there a job placement opportunity after the internship?
  Yes, Motown creates portfolios for interns to help them find jobs within Universal Music Group labels and beyond.
• How can interested students learn about future application windows?
  They can follow Motown’s New Legends Instagram account and visit MotownRecords.com for updates.

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