BARCELONA, SPAIN. From March 6-8, 2014, American students studying all over the globe flocked to Barcelona to attend Abroadfest, a three day music festival that students had been planning on attending even before their semester abroad started. A spring-break style Electronic Dance Music bender hosted nearly exclusively for Americans studying abroad. While this event  may not seem too out of the ordinary as Erasmus has grown in recent years and have continuously been the targets of partying and travel schemes, American tourists are now joining in on the fun.

A recent study found that more American students are studying abroad to diversify their resume, explore new countries, and for some, a private abroad program may even be less expensive than tuition. Despite good intentions, many American students abroad find themselves sucked into clubs and promotions that target Americans and foreigners. Here in Madrid, these promotional groups are omnipresent. From European Vibe, a marketing and publicity firm that hosts weekend trips and promotional events such as Foam Party Madness, creates a feeling of continuity from American’s collegiate lifestyle and transplanting it into a new city.

Advertising is a major component of these companies and they heavily rely Facebook to spread the word. These promotional groups use students to advertise and pay them per admit who uses his/her name at the door. The very same students these clubs are trying to attract are also those who do all the non-web promoting by talking with friends and posting from their personal social media accounts.

Many students cite their reasoning for becoming involved in the business as a way to make some extra cash and free entrance to popular clubs, but a few are looking for something more profound in their promotional activities. Diego, a student at Penn State and promoter for European Vibe, says, “being a promoter allows you to help people in your program and meet others…it’s all about being fun and connected.”

Even in Ankara, Turkey, the phenomena is taking hold: I had the opportunity to talk with a soon-to-be-graduate, Kazim Kurshad Erdil, who is starting up his own promotional company. He was inspired by a lack of entertainment possibilities offered on his campus, “people were complaining about the places and dj’s of parties…that’s why l decided to rent one of the best clubs of Ankara.” Ankara Student Life is currently promoting discounted drinks and a good time at a major club in the Turkish capital.

Despite the efforts to provide “fun,” there is a backlash on part of the programs. Different from the European Union sponsored- Erasmus, American students wishing to study abroad often have several programs to choose from in each city, the programs meet this demand by offering an array of prices and advantages to suit a particular student’s preferences. For example, IES Madrid, a study abroad provider based in Chicago now requires students to attend early morning class to discourage recklessness and maintain its reputation as a top tier educational provider.

However, as students look to maintain high GPA and grades often transfer back to their American institution, students themselves are both trying harder in clases and programs are offering heavy grading curves.