Programming constitutes one of the core competencies demanded of any IT education. However, some students within certain specializations of this diverse discipline are inclined to question the need for programming. The use of a visual programming environment in the development of interactive multimedia applications can serve the dual purposes of getting students excited about programming and giving them the core knowledge they need. The visual language Max/MSP/Jitter ("Max"), geared toward music, audio, and video application programming, is introduced as an excellent vehicle toward achieving this goal. The foundational constructs of Max are introduced in a series of example programs dealing with music applications. Some details of an undergraduate IT course called "Interactive Music System Technology" that utilizes Max are presented. Overall, the use of Max in the undergraduate IT curriculum can enhance the student's experience (both in multimedia and in IT in general) and promote better programming skills.