Via Perkins ’13

“Some people know exactly what they want to do at 18, but most don’t, and that’s totally normal,” Via Perkins ’13 said. “The work I do now wasn’t even something I knew existed when I was in college.” 

Perkins came to Salem State looking for a place where she could pursue all her interests. When she asked her high school guidance counselor which colleges supported music, writing and photography, Salem State stood out for its liberal arts approach, affordability and diverse campus community. Financial accessibility was key, and Salem State allowed her to explore academically while keeping college costs manageable. 

Equally important was the campus environment. As a young woman of color raised largely in a predominantly white suburb, Perkins found community at Salem State. “Attending college enabled me to build relationships with other mixed-race Black people for the first time and feel less alone,” she said. 

Academic Journey and Mentorship

As a music major with a minor in photography, Perkins took full advantage of Salem State’s flexibility. She audited courses in writing and journalism, participated in work-study programs tied to her academic interests and challenged herself musically beyond voice and guitar. Through ensemble work, she studied instruments such as tabla, handbells and marimba, expanding her skills and musical perspective. 

Faculty mentorship played a meaningful role in her experience. Dr. Michael P. Jaros, assistant professor in the English department, encouraged her early as a writer by submitting one of her essays for a first-year writing award, which she went on to win. In the music and dance department, assistant professor Holly Zagaria served as Perkins’ private vocal instructor for all four years, helping her grow as a performer while also building confidence and resilience. “She’s the type of person anyone would be lucky to have in their corner cheering them on,” Perkins said.

Additionally, Perkins received the Antone Aquino Music Scholarship Fund and the Zold-Worthy Scholarship Fund both in 2010 and 2011 during her time at Salem State. "I graduated from college debt-free, in large part due to scholarships I was awarded. To say that scholarships changed my life would be an understatement. I'm forever grateful for that support." 

Learning Beyond the Classroom

Hands-on learning was central to Perkins’ time at Salem State. Through work-study opportunities, she held several positions connected to her major and minor, including recording audiovisual content for performances, tutoring students in writing and maintaining the digital photo studio.

“I always recommend that students explore on-campus opportunities in their fields of interest first,” she said. “They build on what you’re studying, offer flexibility and provide relevant hands-on work experience that sets you up for success after graduating.” 

Performance opportunities also shaped her undergraduate experience. Perkins sang and played at dozens of open mic nights and shows both on and off campus, building confidence, forming creative relationships and continuing to write and share her music as VIA. She now makes music under the artist name vialiveshere.

Creative and Professional Impact 

Since graduating, Perkins has built a multifaceted career spanning editorial work, journalism, DEI strategy, copywriting, and marketing, ultimately leading her to focus fully on the music industry as a marketer. Along the way, she has navigated economic uncertainty, career pivots and industry shifts, building a path rooted in creativity, advocacy and purpose.

Among her recent accomplishments, Perkins has been quoted in Rolling Stone for her involvement in the #FreeSkyFerreira movement, directed the music video for her original song “Glitter” and was selected for multiple artist opportunities, including a Recording Academy-backed songwriting camp through Girls Who Listen and a week-long paid residency through Folkist Space with a 6 percent acceptance rate. 

She also serves as a mentor through ADPList, where she has supported mentees around the world and earned recognition as a 2025 Top 100 Marketing Mentor. In addition, Perkins serves as the marketing and partnerships advisor for The FAM Music, an LA-based nonprofit, where she has contributed to a 50 percent growth in volunteers and co-produced a profitable, sold-out event.

Shaping the Future

Perkins’ journey after Salem State reflects both persistence and purpose. Today, she is fully committed to making the music industry more inclusive, equitable and sustainable. She focuses on growing as a strategic and creative leader, mentoring underrepresented talent, connecting artists and music workers to meaningful opportunities and continuing to support mission-driven work that aligns with her values.

Reflecting on her experience, Perkins shares advice for students: “My biggest recommendations are to understand your finances each semester, keep track of your wins, be honest with yourself about your interests, and don’t be afraid to pivot. You’ll thank yourself later.”