Amy Schriefer
Amy Schriefer

Senior product manager, NPR Music

Luring Listeners
The first place to hear new albums from Fiona Apple, Passion Pit and Miguel this year wasn't Pitchfork, Rolling Stone or MTV. Instead, it was NPR Music's "First Listen," a program that has lured more than 1 million listeners per album to preview an artist's full project days, and often weeks, before release. That initiative is one of many that Amy Schriefer oversees as senior product manager at NPR Music, as the public media company seeks to deepen its ties with the music industry.

My Mentor: "Dr. Dan Sheehy, director of Smithsonian Folkways Recordings. All of the staff there, really. It was incredibly gratifying to work at a label that honored the people who make music-wherever and however that may be-and actively explored the role of music in our culture. I learned to go deeper, ask questions, listen to the artist and make connections."

Whether it's a festival and concert program that brought partnerships with South by Southwest, CMJ, Celebrate Brooklyn and New York's Le Poisson Rouge this year or the summer road show for NPR's popular "All Songs Considered," Schriefer has been taking the on-air experience directly to listeners and seeing the benefit for the parent organization. "There is definitely a growing, new audience for public radio," she says. "We've been doing more research into our audience and it's younger than any listener for any other NPR program. We're reaching more diverse audiences and that's been really satisfying to see."