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UM News
March 11, 2013


More than 10,000 people “like” Eric Clapton’s Crossroads Guitar Festival 2013 Facebook page thanks to a group of University of Montana entertainment management students who are managing Facebook, Twitter and other social media outlets for the festival, which will be held April 12-13 at Madison Square Garden in New York City.

UM students launched the Facebook page at the end of November, and just last week it hit 10,000 likes. The page features news and promotions about the Crossroads Guitar Festival, which is sponsored by Chase and draws in thousands of fans to hear performances from a lineup of more than 30 musicians, including Clapton. Find the page online at

Students regularly post information on the Facebook page about a variety of promotions including the Play Crossroads contest, in which one undiscovered guitarist will get a chance to play onstage with Clapton, and the Road to Crossroads in which radio stations throughout the nation give away prizes such as tickets to Clapton’s festival, guitars, gift cards and other items.

“We are happy to have this amazing opportunity to work with the Clapton/Crossroads team,” said Paul Tappon, a senior in UM’s Entertainment Management Program. “The project gives us the opportunity to work with a very prestigious nonprofit and to experience what real-life entertainment marketing is all about.”

Under UM Entertainment Management Director Scott Douglas’ direction, students are helping publicize and promote the 2013 festival, which is a benefit for Crossroads Centre Antigua, a chemical dependency treatment center founded by Clapton. The project opportunity was brought to the UM Entertainment Management Program by Maria Brunner, a core instructor with the program.

Tappon says he is pleased that the Facebook page has 10,000 likes, but hopes to have 15,000 likes by the time of the festival. In a little over a month, Tappon and several other students will attend the festival to volunteer their services and to gain hands-on experience with marketing and publicity.

Learn more about the festival at





Contact: Shannon Furniss, communications director, UM School of Business Administration, 406-243-2782, 406-360-7846,