July 10, 2025
Growing up in a musical family, James Duiven was surrounded by instruments from an early age. While he loved to play, he was drawn more to the process of creating the stage rather than being on it.
This realization led Duiven to Grand Rapids Community College’s Music and Entertainment Business 3+1 Associate of Arts program.
After graduating from high school, Duiven enrolled in a four-year college to study film making. But after a couple of years, he knew it wasn’t for him. Still, education — and ultimately earning a degree — remained a personal priority.
“It’s a lifelong dream for me to get a bachelor’s,” said Duiven. “I’ve seen many in my family make that achievement and it was a big blow to my ego when I didn’t get it the first time. I wanted to keep that door open for me.”
GRCC’s 3+1 Music and Entertainment Business program opened that door. Students spend three years at GRCC earning an Associate of Arts in Pre-Music and Entertainment, then transfer to Ferris State University to complete their bachelor’s degree in one additional year. The program focuses on the business side of the music industry, preparing students for careers in areas such as promotion and production, sales, marketing and management, advertising and public relations.
“If you have to buy a ticket to get in, it’s people like me who want to be a part of making that happen,” Duiven said. “Some of the most joyful memories in life were the moments I had a ticket to go see something. You get taken away from some of the worries you might have in life and become submerged in the art of what you’re there to see. I started thinking about what I wanted for my professional future. The idea of being an instrumental part of the process of putting on a piece for the performing arts, and making it affordable and enjoyable for everyone, felt like the best fit for me.”
GRCC is one of the few community colleges nationwide to be accredited by the National Association of Schools of Music — a distinction that reflects the program’s quality and rigor.
“I think the faculty at GRCC really knows their stuff,” said Duiven. “They’re among some of the most talented people who have chosen to come here and teach. I count myself lucky to be taught by them every day. I’m proud to say I go to GRCC for their music program. We’re set up for success as they really set a high standard to make sure we’re prepared for the next step with confidence.”
The college’s state-of-the-art music facilities provide students with top-of-the-line equipment, dedicated practice space and in-depth instruction. But for Duiven, it’s more than just the tools.
“The environment that GRCC music has cultivated for itself is one of the most welcoming places I’ve come into as a student of anything,” he said. “From the instrument lockers to the practice room, it becomes less about just facility and becomes more about the environment. You also get to learn the ins and outs of accounting, of macro and micro economics and general business curriculum. From experienced faculty to facilities that make everything more comfortable, the music department set the stage for me to meet some of the most amazing people. I’ve made life-long friends through this program, including people I know I will collaborate with in my professional life”
For Duiven, GRCC’s music program provided a focused, supported path toward his meaningful professional future.
“I didn't know what I really needed was the freedom to make some mistakes about what I wanted to do,” he said. “I was checking a box and the box wasn’t necessarily what I really wanted to do. I had a thousand different things I wanted to be when I was growing up. Coming back to GRCC, in a more affordable scenario and a more welcoming environment, helped me make a decision for my future. It was being in this place that helped me decide this is what I wanted to do. Sometimes, it’s not what you do, but where you do it that helps define your path. That is GRCC’s music department for me.”
Learn more about the Music and Entertainment Business, A.A. (3 + 1, Ferris State University).
First photo: James Duiven and GRCC alum Claire Galloway
Second photo: Left to right, GRCC percussionists Lillian Dibble, Peyton Brennan, Caleb Lee and James Duiven
This story was reported by Anjula Caldwell.