Sound Waves to Communication Strategies

I graduated from high school at the age of 17 in 2012. Shortly after, I earned an Associate of Applied Science in Audiovisual Systems, graduating in 2015. While I always intended to return to college, I wasn’t sure when or how.

For four years, I successfully ran my own audio engineering business, but I eventually hit a glass ceiling in the live sound industry. Building a large-scale audio engineering company requires significant investment, and the return on that investment is often not very high. Don’t get me wrong—I genuinely love live sound. However, the strenuous hours, late nights, and physical toll of constantly lifting heavy equipment began to take a serious toll on my body, especially my shoulder.

Veena setting up her sound system for a show in Illinois in June 2022

That’s when I decided it was time to pivot and start fresh. I applied to the University of Wisconsin-Whitewater with a new goal in mind: to help artists in a way that didn’t require such grueling physical demands or exhausting 4 a.m. nights. This decision marked the beginning of a new chapter, one that combined my passion for supporting artists with a more sustainable approach. I decided to study marketing and communication.

Professional Growth Through Academic Rigor

My graduate studies at the University of Wisconsin-Whitewater have significantly contributed to my professional and personal development. Completing a Master of Science in Communication, with certificates in Strategic Communication, Health Advocacy, and Social & New Media, helped me align my interests in creativity, strategy, and advocacy into a focused professional identity. This experience has shaped my approach to leadership, communication, and innovation in practical ways.

Applied Communication Research

My coursework and projects provided opportunities to bridge theoretical knowledge with practical application. Classes like Applied Communication Research enhanced my ability to analyze complex challenges using data-driven methods. For my research project, I explored the connection between music genres and branding strategies, using a Spotify tracks dataset to combine qualitative analysis with practical insights. This work is directly relevant to my career in social media marketing, where understanding audience behavior is essential.

Research Methods strengthened my understanding of professional research by teaching me how to manage large datasets, create meaningful visualizations, and apply insights to business contexts. A key takeaway was the process of turning raw data into actionable strategies, which reinforced my ability to make decisions based on evidence.

Veena’s Applied Communication Research project

Health Communication

Obtaining the Health Communication certificate was an unexpected highlight of the program. Initially, I was unsure how engaging the subject would be, but these courses provided a fresh perspective on communication in the context of health. I gained valuable insights into creating effective, ethical messages, which deepened my understanding of the field.

One key difference between my undergraduate and graduate experiences was the emphasis on applying communication theories. Graduate studies require integrating theory with practice, significantly influencing my approach. This analytical perspective has strengthened my ability to design creative strategies grounded in research.

Future Aspirations

As I progress, I am eager to build on the skills and insights gained during this program. The tools and knowledge I have acquired position me to lead purposefully and make meaningful contributions to communication and media. My graduate studies have been a period of growth, equipping me with the skills, perspectives, and confidence to pursue my goals. I am grateful for the opportunity to learn and apply my knowledge in ways that create value and encourage connection.

Veena receiving her master’s degree diploma from the Dean of the College of Graduate Studies during the December 2024 graduation ceremony at the University of Wisconsin-Whitewater (Photo by Craig Schreiner)