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Raul Sergio Lozano III

Raul Sergio Lozano III
Orchestral Instrument Performance

Sergio’s undergraduate research topic is Re-branding Classical Music

“I’ve learned from my mistakes and I’m glad I made those mistakes in school and not while working for a job that could really make or break it for me.”

Faculty Supervisor: Dr. Robert Freeman, School of Music

Briefly describe your research project.

Classical Reinvention’s initial aim was to bring music students and business and advertising students to conduct research on re-branding classical music to gain attraction to larger audiences. Music students experiment with market mix modeling, customer and competitor analysis, and product advertising to form a more successful business strategy with the help of the other students usually involved with those subjects. Classical Reinvention now explores new ways to present music in a variety of venues.

What was the most rewarding part of your research experience?

The most rewarding part of my research experience was networking across traditional collegiate boundaries. I got to meet new people in fields about which I have always wanted to learn more. Meeting other professors was great, especially outside a classroom.

How has participating in research affected your undergraduate experience?

Taking the initiative to research a topic dear to me was an incredible experience. We have an abundance of resources available at the University of Texas. This research has really put the cherry on top of my education as an undergraduate.

Do you think getting involved in research will be helpful to you in the future? If so, how?

Absolutely. UT Austin has so many resources, some of which go under-utilized, in my opinion, and this research has prepared me for post-graduate independent work. I’ve learned from my mistakes and I’m glad I made those mistakes in school and not while working for a job that could really make or break it for me.

What advice would you give to incoming and current students about getting involved in research?

Talk to your professors! And network, network, network. Your professors are likely to know someone who knows someone who could connect you with anybody willing to help. They are likely to pass along not only wisdom, but also amazing opportunities.

Research Week showcases the exciting work of undergraduates across campus and highlights opportunities for students interested in getting involved. Co-sponsored by the Senate of College Councils and the School of Undergraduate Studies, Research Week takes place April 15-19 this year. Take a look at the online schedule of events to find out more about Research Week events.