Digital marketing specialist Stephanie Alexander walks through the American Airlines Center’s stands, planning a unique experience for the latest entertainer playing at the arena. Just a decade ago, she stood at the same spot covering concerts as entertainment editor for The Sidekick.
“I’ve always been so connected to entertainment, and let alone music,” Alexander said. “The reason I wanted to be in the entertainment industry was a Def Leppard concert in middle school. During one of the guitar solos, I’ll never forget being like, ‘I need to be in this environment for the rest of my life.”
The best way to do that? According to a younger Alexander, it was to become Ryan Seacrest. Following his journalism path, she joined The Sidekick in 2012, applying to be a photographer.
But, adviser Chase Wofford had different plans.
“I had a photography binder and everything, and this guy literally looked at two photos and said, ‘so tell me about your writing,’ and I was like, ‘no, no, no, that’s not what I’m here for, sir,” Alexander said. “He dug that out of me. It was mentally a positive challenge, because I didn’t see myself in that light where he did.”
Nurturing her new writing skills, Alexander found a beat in entertainment pieces, making content on the latest album released and concert reviews. Today, Alexander is the digital marketing specialist for American Airlines Center, forming connections with entertainers playing at the arena through creative social media posts, artist gifting, personalized wall decor and more.
“I feel like I wear many hats,” Alexander said. “So it’s like, how are we welcoming Tyler, The Creator for the second time and making that special? How are we giving him a piece of Dallas, let alone the tour as well, making those relationships, making sure those promoters come back again and making them happy?”
Although Alexander no longer works directly in journalism, the skills she learned through The Sidekick stick with her. It is in the designs she crafts, the stories she writes for herself – the very mindset she adopts for her work.
“In journalism, we’re always finding the story of what’s different, but yet what hits home; what can be relatable, yet so far out?” Alexander said. “We are discoverers and we are storytellers – it is a beautiful thing.”
Follow @CHSCampusNews on X.
