Alumni Q&A: Caleb Larsen creates perfect harmony between marketing, music from OSU to Grammy Awards
Tuesday, February 24, 2026
Media Contact: Hallie Hart | Communications Coordinator | 405-744-1050 | hallie.hart@okstate.edu
Caleb Larsen appeared on the iconic red carpet at the 2026 Grammy Awards less than a year after his Oklahoma State University graduation.
The classically trained musician from McKinney, Texas, found himself among the recording industry’s brightest stars on Feb. 1 in Los Angeles, but he wasn’t seeking the spotlight.
Since October, Larsen has worked as an executive assistant for the business development and partnerships team at the Recording Academy, which presents the Grammy Awards and supports music creators through year-round initiatives. The 2026 Grammys featured many well-known brands as official partners, and Larsen knows how to navigate the business side of music.
In May 2025, Larsen obtained his bachelor’s degree in music industry from the Michael and Anne Greenwood School of Music in OSU’s College of Arts and Sciences. He simultaneously earned his marketing minor from the School of Marketing and International Business in the Spears School of Business.
In a highly competitive industry, Larsen creates perfect harmony between his two academic backgrounds.
He became a Grammy U ambassador as an OSU sophomore, promoting the Recording Academy on campus and beyond. Larsen was also selected for the Grammy U mentorship program as a student and has attended the Grammy Awards twice.
Q: You came to OSU with a music background. Once you got here, how did you learn about the business side?
Larsen: My first year at OSU, I was a music education major. I’m a clarinet player. I was under the direction of (now-retired professor) Babette Belter when she was at OSU, and it was great. I was involved in the marching band, the symphony orchestra, the wind ensemble, all of the great things there. I absolutely loved the music aspect, performing and being very technical. But, I felt as if there was something that just wasn’t sitting right — as in, that wasn’t what I really, really wanted to do.
A friend of mine was in the music industry program, and he said, “Hey, why don’t we work on a campaign together?” So, he and I executed a marketing campaign for a Sony Music artist through their Sony Music U program. After that, I said, “This is exactly what I want to do.” I like the music but also the business side and the creativity behind it. That next semester, I switched my degree to music industry, and I picked up a minor in marketing.
Q: In your professional life, how do you blend lessons from those two different degree programs?
A: At the Recording Academy, we are made up of a few different types of people. We have our music creators, and then we have our professional side. The music creators, people like songwriters and producers, are really instrumental to the community that we have at the Recording Academy. My background, in a music sense, really helped me connect with them, because taking classes like Advanced Music Production, Music Theory and Introduction to Music Business was really helpful for understanding the creator.
However, the things I learned at the Spears School of Business were really helpful for my overall development to this day, such as networking and understanding your personal brand. Taking some of the classes with Jerry Rackley and Maribeth Kuzmeski, they were very heavy hitters on understanding your brand — what you need to do in order to stand out and the things that really matter when it comes to the business side, especially in marketing. I use many of the skills I learned at both schools in my everyday personal and professional life.
Q: How do those lessons about building your personal brand translate to music?
A: Dr. Kuzmeski says, “It’s great to hear the things they say about you when you’re in the room, but what are they saying about you when you’re not in the room?” That’s very true, especially in the entertainment industry. You want to be able to give everybody a really good reason to say great things about you, and it’s not that hard. You just have to work diligently, be a good person, be open to learning, and build those connections and relationships.
Q: How did you connect with Grammy U as an OSU student?
A: I had heard really remarkable things about the connections and community that Grammy U fostered, so I wanted to be a part of that. I went to the Grammy U program, and I let them know straight off the bat, “Tell me what you need; I would like to be involved.” Within about a month of me being a Grammy U member, they made me a Grammy U ambassador. With this new role, I was able to support my local community even more.
Q: What did you learn in the Grammy U mentorship program?
A: Overall, the program is meant for professionals to connect with students to cover things like resumes, networking, or foundational business and industry skills. However, I really wanted to take a deep dive and jump right into projects. I got to work with multiple mentors in PR and marketing across different facets of the industry. We really tapped into the professional side of how you roll out campaigns and how you build your network.
Q: What is your favorite part of your current job?
A: My favorite part of the job, like everything else, is the people that surround me. I’m extremely blessed to have a wonderful team and support from so many of my colleagues across the Academy. That, in addition to working with some really interesting brands, has made my role a perfect blend of creativity — helping to create intentional cultural moments — and business, building key relationships between our partners and the Recording Academy.
Q: How would you describe your experience at the Grammy Awards?
A: To experience the Grammy Awards is truly amazing. It’s also something that so many people aspire to go to. This year was my first time on the red carpet, and I got to engage with some of our sponsors and see many of this year’s nominees. It’s fantastic to be surrounded by so much creativity and positivity and support. Especially for things like the Best New Artist nominee medley and award, it’s great to see so much young talent recognized on the big stage. Everybody is so celebrated, and it makes you feel so welcome.
Q: What are the top songs or artists you have on repeat?
A: During my time at OSU, I got to experience events like Calf Fry and Boys From Oklahoma, truly things that make your experience as a student at OSU memorable. From those two concerts, there’s a list of artists I absolutely love, such as Wyatt Flores, Turnpike Troubadours, Treaty Oak Revival, Ty Myers and Kaitlin Butts. They bring me back to the memories I had whenever I was a student at OSU, and any time I get to think about that, I love it.
Q: Did you work behind the scenes at either of those concerts?
A: During Calf Fry, I worked with Wyatt Flores. We actually launched a few campaigns around the festival itself. At this time, when the fires in Oklahoma happened, Wyatt Flores launched a campaign to donate to United Way of Payne County, so that was something I was involved in.
Q: When you think about the next five years, what is a goal you would like to accomplish, whether personal or professional?
A: I’m really excited to be a full-time professional in the music industry. It’s so competitive, and it’s something that a lot of people really work hard to do. I’m very thankful that I was given an opportunity to actually make that dream come true. I’m trying to be very observant, gain new mentors and develop new relationships over the next five, 10 years — really, forever. I’m just getting my footing in L.A., so I’m really excited to grow in such a big music hub and to approach everything with open eyes and an open mind.
I’ve benefited a lot from my mentors throughout my life. I’m really young, but I would say if there’s one thing I could try to do within the next five years, it is to also be a mentor to others, whether it’s for students at OSU or aspiring music industry professionals.