Today we’d like to introduce you to Sydney Scott
Hi Sydney, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
I’m originally from Charlotte, North Carolina, and I moved to Miami two years ago to get a masters degree at the University of Miami. I graduated in May 2024 from the Frost School of Music with a M.A in Music Industry.
To my amazing parents, thank you for all of your sacrifices and support throughout my life.
In 2022, I graduated from Brown University with a B.A in Entrepreneurship and Music Innovation. I created an “independent concentration” at Brown, and designed a degree with a curriculum covering entrepreneurship, arts management, ethnomusicology, and music production.
For five out of the six years I spent in college, athletics were a huge part of my life. I competed as a sprinter and jumper on the track and field teams at both Brown University and UMiami, and I earned athletic & academic honors in the Ivy League and ACC.
In 2019, I began developing Who’s Next UP?, a startup dedicated to developing superfan audiences for music artists and small businesses. I had the opportunity to raise seed funding and compete in a pitch competition before officially launching in 2023.
I am a professional recording artist and singer-songwriter, and I released my debut single “in the party!” this past summer. It was an easy decision to stay here in Miami after graduation, and I’m looking forward to becoming a meaningful part of the 305!
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Being a professional music artist and entrepreneur has definitely come with challenges.
I dedicated my college education to learning about the music industry and business development while going through lots of trial and error myself. My personal struggles as an artist inspired me to research the economics of the music industry, and I became focused on addressing the inequities that musicians face through education and economic empowerment.
Upfront costs, fractional distributions of revenue, and barriers to networks and resources make it hard for musicians to achieve financial sustainability. With music being just one piece of the puzzle for success— navigating business affairs and generating multiple streams of revenue without a knowledgeable team is difficult.
I have found that building a business from scratch is a lot like building a music career, and every milestone comes with obstacles and setbacks. I try my best to channel my positive and negative emotions through my music, remember that failure is part of the process, and accept rejection as redirection.
Thanks – so what else should our readers know about your work and what you’re currently focused on?
I am a professional recording artist, singer-songwriter, entrepreneur, and an integrated marketing specialist with a background in nonprofits, startups, tech companies, and the music business.
As a musician, I am professionally known as “Syenna Scott”, and I enjoy blending pop, R&B, hip hop, and alternative elements into my songwriting and artistic style. I sang the National Anthem at two UMiami basketball games this year at the Watsco Center, and I’ve also enjoyed performing at Pinecrest Gardens, Unseen Creatures, Osmio Lounge, and the Maurice Gusman Concert Hall. The city of Miami has played a special role in my growth as a musician, and I worked with some amazing artists here to produce my debut single, ‘in the party!’. I wrote the song as my love letter to Miami’s nightlife and music scene, and I’d like to thank Avry Walden, Diana Chica, and Miami Beat Wave for their amazing production, mixing, and mastering work!
I got my first film placement as a recording artist a couple months ago, and I’m looking forward to more performances, collaborations, and music releases here in Miami.
As an entrepreneur, I am the CEO of Who’s Next UP?, a marketing startup dedicated to empowering music artists and small businesses to tell compelling stories, curate authentic brands, and cultivate superfan audiences. With a goal of helping artists and businesses become economically sustainable, Who’s Next UP? was created to serve as an educational resource and strategic tool for early stage brand development.
My careers as a music artist and entrepreneur are interconnected, and I’m constantly using my educational background, professional experience, and research to build on my working knowledge of the music industry and startup development. I am additionally experienced in arts management, copywriting, digital marketing, and event activations.
Let’s talk about our city – what do you love? What do you not love?
Miami’s rich culture, and how distinct the city is from the rest of Florida.
It’s a worldwide destination for so many demographics and industries, and I love the diversity in people, languages, and businesses that exist here. The city is an international trendsetter in music, design, and the arts, and it’s great to live in a place where I can speak Spanish on a regular basis. As an entrepreneur, it’s also exciting to live in one of the top ten cities for venture capital activity in the U.S.!
I am additionally a huge aesthetics person, and Miami’s cityscape is absolutely beautiful. The weather is unbeatable, and I enjoy the wildlife here from the stray neighborhood cats to the birds and the lizards that are always nearby.
I’d say the traffic and bugs are my least favorite parts about Miami.
Contact Info:
- Website: https://nextuplatform.com/
- Instagram: https://www.instagram.com/syennascott/
- Facebook: https://www.facebook.com/sydnarita/about/
- Twitter: https://x.com/SyennaScott
- Youtube: https://www.youtube.com/channel/UCm0wfkSPxKjsYY05-qMUj3Q
- Soundcloud: https://soundcloud.com/syenna-scott
- Other: https://SyennaScott.music
Image Credits
– Rachel Robertson
– Jeremiah Santana
– James Knable
– LZ
