Empathy and storytelling, motivational and strategic leadership are among the qualities participants in this year’s PROPEL Center Arts & Entertainment Industry Accelerator identified in their “What’s Your Superpower?” course. The course is designed to empower students to uncover and embrace their authentic selves throughout their careers.
“I think the empathy comes from me being a first child. I’ve always looked out for my younger siblings and cousins and wanted to make sure that they are good,” says Liza Montgomery, a 2024 mass communications graduate from Xavier University of Louisiana. Montgomery was one of more than 100 students from Historically Black Colleges and Universities (HBCUs) selected for PROPEL’s creative arts accelerator.
Since February, the students have completed micro-credential courses through the PROPEL Learn app, participated in virtual career panels with professionals at Apple, and attended résumé-writing workshops to build their portfolios. This summer, 50 participants — including Montgomery — were selected from 19 HBCUs to attend an immersive 10-day experience on the campuses of Tennessee State University in Nashville and Clark Atlanta University in Atlanta. They received mentorship from HBCU faculty and industry professionals in both creative and executive roles, working alongside experts at the Apple Music Nashville office.
The accelerator was launched with the PROPEL Center as part of Apple’s $25 million investment through its Racial Equity and Justice Initiative to help dismantle systemic barriers to opportunity faced by communities of color. Its curricula aim to provide new pathways for HBCU students into competitive industries.
“Subject-matter experts are everything along this journey,” says Dr. Lisa Herring, the PROPEL Center’s president. “There’s nothing more powerful than for a student to be able to interface with someone who is the expert as they seek to become one.”
The PROPEL Center is a global innovation hub for HBCUs providing educational programming across disciplines such as AI, agricultural technologies, social justice, entertainment, app development, augmented reality, design, and creative arts. Experts from Apple help develop curricula while providing ongoing mentorship opportunities.
“When we launched our Racial Equity and Justice Initiative four years ago, we did so with a clear mission to advance equity,” says Lisa Jackson, Apple’s vice president of Environment, Policy, and Social Initiatives. “Our collaboration with PROPEL is designed to provide talented students with the technology, resources, and expertise they need.”
In Nashville, students visited the National Museum of African American Music for a fireside chat with Ebro Darden; engaged hands-on at Apple Music Nashville office; Universal Music Group’s East Iris Studios; and participated in an experience at Apple Downtown Nashville store.
Accelerator participants collaborated on projects themed “Propelling Preservation.” Teams showcased how Black creatives have contributed to social movements while aiming to sustain HBCU culture for future generations.
“‘Propelling preservation’ is about documenting people that haven’t had a voice,” Montgomery says. “For me it’s about making sure I’m documenting people of color’s stories.”
“A lot of times when people think Black social justice movement they think negative,” adds Emmanuel Strickland from Tennessee State University. “We’re trying to flip it positive.”
Each team was assigned a genre tasked with recording a music single; creating marketing plans; shooting visual campaigns using iPhone; pitching concepts to industry judges.
Montgomery designed her group’s song marketing plan using Apple Pencil on her iPad Pro: “Procreate really makes possibilities limitless for digital artworks.”
Strickland — performing under "Mille Manny" — records inspirations using Voice Memos on his iPhone 13 Pro Max while producing tracks on his MacBook: “Being from Memphis you’re born with that soul.”
During the accelerator Strickland's team collaborated with Fresh Ayr producing their song at UMG East Iris Studios: "The biggest ‘aha’ moment... understanding it’s not what you see but what’s underneath."
“The PROPEL program does great giving HBCU students platforms," Montgomery adds: "We express ourselves artistically building invaluable relationships having authentic conversations."
Sylvester Polk teaching music technology at Bethune-Cookman University notes varied student backgrounds benefiting holistically understanding industry workings: "PROPEL extends classroom learning."
Strickland emphasizes program benefits enabling real-life connections fostering potential internships apprenticeships opportunities: "It allows us reach talking industry professionals aspiring roles."
