Many universities in the United States are experiencing a decline in student enrollment and struggling with poor retention rates. Student attrition has long been recognized as a critical issue for institutions of higher learning globally. The consequences of students failing to complete degree programs include reduced university revenues, which, in turn, can negatively impact the local economy. Given the broader issue of declining enrollment and retention across universities, it was particularly important to examine these trends within specific fields of study, such as music business programs. Understanding the unique challenges and opportunities within this niche can provide valuable insights for addressing retention issues more effectively. The research questions of this study were: (a) What are the positive and negative factors that music business program faculty, staff, and administrators perceive to impact student retention in music business programs?; and (b) What instructional design and curricular practices do music business program faculty, staff, and administrators perceive to impact student retention in music business programs? Participants were purposefully selected, including faculty, staff, and administrators.Data were gathered through semistructured interviews and analyzed using a six-step thematic analysis. Themes were developed inductively, relying on the raw data rather than any predetermined coding scheme. The findings revealed that emphasizing experiential learning, fostering engagement, and creating supportive educational environments are critical for improving retention rates. External influences, such as the COVID-19 pandemic and unpreparedness for college, negatively impact student retention. The findings also revealed that instructional design and curricular practices that positively impact student retention include experiential learning and diverse teaching approaches characterized by teaching various subjects and providing options. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://www.proquest.com.bibliotheek.ehb.be/en-US/products/dissertations/individuals.shtml.]