Keith Hatschek

Director Emeritus, Music Industry Studies (University of the Pacific). Author, educator, and music industry consultant

Arriving in California as a teenager in the summer of 1965, Keith Hatschek used his birthday money to make a down payment on a red Orpheus electric guitar (with whammy bar) and 4-watt Kay amplifier. His passion for music and technology has continued unabated over his four decades in music. After fourteen formative years of musical performing, recording and songwriting, he built his own commercial recording studio, Bayshore Studios. Four years later, he joined one of the leading recording studios in the U.S., Music Annex, Inc.

During his twelve-year stint with Music Annex, Hatschek worked as recording engineer, producer, project manager, Director of Client Services, and Vice President of Sales and Marketing. He also produced albums, music for award-winning radio and television advertisements, and the soundtrack for Apple Computer’s first CD-ROM. He led Music Annex’s diversification efforts from traditional recording services into duplication and digital audio post production. During this same time, Music Annex grew from 10 to 75 employees and into multi-million dollar annual revenues.

From 1995 to 2001, he headed Keith Hatschek & Associates, a San Francisco-based marketing and public relations firm serving the entertainment and media technology industries. Agency clientele included an international list of firms in the broadcast, post production, music, recording and consumer electronics industries.

Hatschek began teaching part time in 1994 at San Francisco State University and found the work both challenging and rewarding. In 2001, he accepted a full time appointment as Director of the Music Management program at University of the Pacific in Stockton, California. During his time leading the program, it has evolved to offer an innovative mix of coursework that features experiential learning throughout all four years of studies. Many of his former students have become successful music executives and entrepreneurs, helping manage the music business operations at firms such as Apple Music, Universal Music, Capitol Records, Another Planet Entertainment, Live Nation, Spotify, Warner Music Group, and more. Upon his retirement from full time teaching in 2021, he was recognized by University of the Pacific with its highest honor, The Order of Pacific, and joined the ranks of Pacific’s Emeriti Faculty.

Hatschek is also an award-winning author whose most recent book, The Real Ambassadors: Dave and Iola Brubeck and Louis Armstrong Challenge Segregation was selected for the ASCAP Deems Taylor/Virgil Thomson Outstanding Book Award in Popular Music for 2023. Hatschek’s other books include: How to Get a Job in the Music Industry (3rd Ed.), a required textbook at many music business programs, The Golden Moment: Recording Secrets from the Pros, The Historical Dictionary of the Music Industry, and The Hitchhiker’s Guide to the New Music Industry, a collection of more than 70 of his online articles which offer common sense, easy-to-apply artistic and business guidance for the DIY musician. He has presented his research at academic conferences and major jazz festivals across the U.S. as well as Canada, England, and Poland.

Hatschek has taught online classes at in music industry PR and career development, and from 1995 to 2018 he contributed a regular column with advice and tips for performing and recording artists in the popular DiscMakers music blog. Hatschek continues to contribute to the education community as a member of the editorial review panel for the Journal of the Music and Entertainment Industry Educators Association (MEIEA), as well as serving on advisory boards at the University of Pacific Conservatory of Music, Las Positas Community College, and the California Jazz Conservatory.