Celebrating the Communication Major at Rutgers: The #BeCOMM Campaign Launches Today

Today, the fifth annual #BeCOMM communications and social media campaign, developed to spotlight and promote the communication major at Rutgers–New Brunswick, begins. Spearheaded by the Department of Communication in the School of Communication and Information (SC&I), the campaign demonstrates to Rutgers undeclared majors, transfer students, and prospective students how they will benefit academically and professionally by majoring in communication at SC&I.

One of the highlights of the #BeCOMM campaign is the COMMchella Music Festival, being held on Wednesday, April 8, 2026, at The Yard on the Rutgers-New Brunswick College Avenue campus from 1:30–4:30 p.m. The event will feature live performances by several music acts, some including musicians who are Rutgers communication majors. COMMchella is free for all attendees, including Rutgers University students, alumni, faculty, staff, and the public.

The #BeCOMM campaign and the COMMchella Music Festival are being managed by current SC&I communication majors who are taking the communication course Strategic Public Relations Event Planning.

“For five years, the #BeCOMM campaign has showcased and celebrated what our communication program represents at Rutgers University,” said Communication Department Chair and Professor Marya Doerfel. “COMMchella has emerged as a popular annual event on the Rutgers calendar, bridging academic theory with experiential learning and impact. For the first time this year, there are an unprecedented 50 students across two sections of the BeCOMM campaign course who are transforming their learning in the classroom into engaging experiential marketing communication preparing them for opportunities and challenges that organizations of all types manage today.”

The COMMchella music lineup will be headlined by Kaleb Cohen. Cohen is a rising artist known for his raw storytelling and soulful vocals. A gifted pianist and songwriter, his growing profile has led to a partnership with Starbucks and a feature in Entertainment Weekly which highlighted his single, East Coast Summers, as part of its Hidden Gems of 2025 Must List.

COMMchella will kick off with ShockWave, Rutgers University’s all-female student cappella group which includes Bella Rose COM’26. Also performing will be Sam Tunkle & The Long Whiles. Sam studies Music Education at Rutgers Mason Gross School of The Arts. BLÜECRÜE, a music act that includes Rutgers graduates as bandmates, will round out this year's COMMchella music lineup.

Warner Bros. Discovery’s streaming platform, HBO Max, RWJBarnabas Health, Conagra Brands, Bayer, Manasquan Bank, Gray Wolf, dblspc, and the American Marketing Association are supporting the #BeCOMM campaign and COMMchella Music Festival as corporate partners.

In addition to the music, COMMchella will offer a variety of other free activities to support the academic and professional growth of Rutgers students. The SC&I office of career services will host interactive career conversations to enable students to gain job interview skills, resume writing clinics, and a LinkedIn photographer offering students free professional headshots to help enhance their online presence. Members of Rutgers student organizations focused on the communication major, related skills, and professions will also attend the event and engage with attendees. These include RU Sure, Scarlet PR, PRSSA, Rutgers Public Speaking Organization, Rutgers Riot Squad, and SC&I’s Master of Communication and Media (MCM) Graduate Student Association.

More than 25 recent SC&I graduates who majored in communication are expected to attend COMMchella and participate in the interactive career conversations. One alumna whose attendance is confirmed is Duaa Ali, Publicity Coordinator at Scholastic.

COMMchella will also feature appearances by the Department of Communication faculty; the Scarlet Knight mascot; a sketch artist; the pop-up shop RU Thrifty; free Krispy Pizza; and free #BeCOMM branded merchandise, all while supplies last.

More than 25 recent SC&I graduates who majored in communication are expected to attend COMMchella and participate in the interactive career conversations. One alumna whose attendance is confirmed is Duaa Ali, Publicity Coordinator at Scholastic.

"I remember experiencing the first ever COMMchella Music Festival when I was a student at Rutgers University like it was yesterday. It's been incredible seeing the festivals' evolution, as well as the passion and dedication that is poured into this amazing event from the students, alumni, faculty, and brands and corporations that have played a role in its continuous success,” said Ali. “I've learned so much about myself, both professionally and personally, from my own experiences as a Rutgers communication major that have allowed me to achieve success at my current role at Scholastic.”

The students running the music festival, who are enrolled in two sections of the Strategic Public Relations Event Planning course taught by Mark Beal, assistant professor of professional practice, communication, will promote the campaign throughout March and April.

They will primarily produce and distribute content via earned and social media to highlight the five communication major specializations: Health and Wellness Communication; Leadership in Organizations and Community; Relationships and Family Communication; Strategic Public Communication; Communication and Technology; and Public Relations.

To stay updated on the #BeCOMM campaign and the COMMchella music festival, follow @ru_becomm on Instagram and TikTok.

Learn more about majoring in Communication at the Rutgers School of Communication and Information (SC&I) on the website.