Nick Martucci, the new director of the Arts and Entertainment Management (AEM) program at Pace University’s Lubin School of Business, is bringing his industry experience to the classroom. Martucci has spent more than 20 years in the music business and is currently general manager and partner at Universal Attractions Agency. He oversees offices in New York and Los Angeles and leads a team representing artists such as George Clinton, José Feliciano, Ludacris, MC Hammer, Salt-N-Pepa, and UB40. He has also helped develop national touring brands like the I Love the 90s Tour and Pop 2000.
Martucci explained why he chose this field: “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.”
On what attracted him to Lubin and Pace University, Martucci said, “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.”
Martucci highlighted a defining moment from his career: “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.”
He emphasized his teaching approach: “I believe the best learning happens through doing. My classes are built around hands-on experiences and real-world case studies.” Martucci incorporates guest speakers from various parts of the entertainment industry to help students understand both business operations and personal interactions within entertainment.
Martucci’s industry background informs 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 said.
Discussing changes in live entertainment during his career, Martucci noted that data-driven strategies and global connectivity have become central. Artists now integrate touring, streaming, merchandise sales, direct-to-fan engagement, and brand partnerships into their careers.
His advice for newcomers is clear: “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 described early challenges balancing creativity with business discipline but said he is proud of helping artists sustain long-term careers as well as supporting students in securing jobs they previously thought were unattainable.
Looking ahead as director of AEM at Pace University, Martucci aims to enhance experiential learning opportunities for students: “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. I want it to be a space where creativity and business come together, and where students learn through real-world experiences that prepare them for meaningful careers. That means keeping our courses relevant, expanding opportunities for collaboration, and helping students develop the confidence, skills, and networks they need to succeed in a constantly evolving industry.”
He summed up his outlook by stating “#LubinLife means opportunity, collaboration, and real-world impact. It’s about giving students the confidence and tools to take what they learn here and build meaningful careers in an industry they love.”
Courses taught by Professor Martucci include Managerial Concepts (MGT 150), Arts & Entertainment Management (MGT 235), Management in the Business of Music (MGT 375), and Managing Concert Touring & Promotion (MGT 397E).
