Factors Influencing Undergraduate Music Majors’ Collegiate Decisions in the United States

The purpose of this study was to examine the influence of recruitment activities and methods of communication with faculty members on prospective undergraduate students’ decisions to select an institution in which to major in music. A total of 180 ( N = 180) first-year freshman and transfer students in the United States completed an online survey during their first year of enrollment over a 4-year period regarding factors influencing their enrollment decisions. These factors included (a) on-campus musical events and activities sponsored by university music programs, (b) faculty-led engagements such as guest clinics, masterclasses, private lessons, and ensemble performances, and (c) various forms of personal communication and social media. Results indicated significant differences among recruitment activities, with direct faculty engagement rated as more influential than other on-campus events. In addition, nearly 90% of respondents who engaged in a private lesson prior to enrolling stated this event was “very important/extremely important” in their decision to attend the university. Educators in higher education seeking to develop recruitment practices may consider applying these findings by providing prospective students with multiple opportunities for meaningful interaction with faculty through on-campus outreach activities.