A little friendly reminder from The Indie Playbook to not get caught up searching for validation.
Stance Socks’s Albie Rosario – Just Be Good to People
Albie Rosario is the Men’s Lifestyle Marketing Director at Stance Socks, which is currently one of the most cutting edge, forward thinking clothing brands in the game. You’ve probably seen a number of their incredible artist collaborations, including Tupac, A Tribe Called Quest, Michael Jackson’s Thriller, and many more.
In this episode, Albie takes us through his journey from DJing parties to his beginnings at LRG to his time at The Hundreds to his current role at Stance. We wanted to speak with Albie because of the importance of brand partnerships and apparel in an artist’s career, and because he has years of experience working with artists and marrying fashion with music.
In celebration of our 8th episode, we’re giving away Stance’s “Praise” Collection to a lucky listener, featuring three pairs of socks with Notorious B.I.G., Eazy-E, and Aaliyah.
In order to win, just email your favorite Biggie, Eazy, or Aaliyah track to podcast@focusednoise.com.
The 8th person to email us will win. We’ll reach out and get your address and mail you the socks. Very simple.
Show Notes:
4:57 The first Stance/ Anthem collaboration was with TDE
9:20 How the NBA collaboration blew up the Stance brand
18:44 It’s important to keep the ego in check
22:55 Success is doing a job you enjoy
24:25 Why the Tupac sock could end up Stance’s #1 selling sock of all time
31:55 Albie makes sure to travel in order to keep his finger on the pulse
32:22 Spend time with people who inspire you to improve your own skill set
34:09 How being good to people helps build long term business relationships
41:18 The value of Instagram in the fashion world
45:22 Time is the most valuable thing on Earth
Entrepreneur Josh Levine- Finding Your Own Style of Leadership
Josh Levine is yet another Indie Playbook guest with a wide range of experience in the music industry. Beginning as a journalist at the Source, XXL, Vibe, and URB among others, Josh went on to manage WC from The Westside Connection, and eventually created his own lane in the exciting world of culture-marketing. Many of you remember the Scion campaign that Josh created for Toyota, targeting a younger demographic through activations in nightlife, DJ, art, and street culture.
Levine is currently the CEO of Rebel Industries, where he has created numerous brand partnerships, including pairing Mazda and Mayer Hawthorne, Camarena Tequila with a number of incredible chefs, bringing 7UP into the EDM world, and much more.
First and foremost, Josh has great ideas and the ability to calmly navigate between the arts and the corporate world. But even so, success isn’t guaranteed, and Josh is a great example of hard work, dedication, and follow through. This is a great episode for young entrepreneurs, aspiring marketing moguls, and even artists. Check it out!
16:31 Going out to shows organically created friendships in the music industry
23:29 Say “Yes” to everything and figure it out as you go
25:32 As a journalist asking good questions, make sure you leave room for the answer
29:50 Managers need to be good leaders
33:27 Everyone has to find their own style of management
36:39 Ask more questions and confront the truth
37:16 Josh is surprised how much influence he is able to have in conversations with powerful people
38:44 Partnering with Urb Magazine create a street team business, and eventually an agency
41:10 Toyota tapped Josh to help them build a cool brand
49:17 Lesser known artists can bring more value to a brand because they have closer relationships with their fans
57:14 Why saying “I’ll do anything” is the wrong answer in an interview
1:03:55 Josh has learned to set the rules at the beginning of each working relationship
1:06:36 Morning routines can take care of your body and mind
1:11:00 What Josh did to start over after parting ways as WC’s manager
1:14:30 An important lesson from Tony Robbins
1:17:39 Why Josh started Rebel Radio
1:20:04 How a $10,000 album budget would be best spent
1:29:40 Important lessons from father to son
Talent Buyer and Manager Thomas Cussins- Why Mistakes are Crucial to your Success
Thomas Cussins is the co-founder of Ineffable Music Group, a company which manages the careers of Collie Buddz, Hieroglyphics, Stick Figure (who is personally managed by Thomas), and many more. Cussins is also the Head Talent Buyer for the Catalyst in Santa Cruz, CA, the Mystic Theatre in Petaluma, CA, The Cornerstone in Berkeley, CA, and the Fremont Theater in San Luis Obispo, CA. He also produces the Levitate Music festival just outside of Boston, MA.
We conducted this interview live from the bar upstairs at The Catalyst in Santa Cruz, so there’s a little background noise, but you’ll get so many great lessons from this episode. Thomas breaks down the business in digestible, detailed, and transparent manner, so take his advice and run with it.
Thomas also reminds us of the importance of taking chances and making mistakes. Having achieved success as both a manager and talent buyer, Cussins offers a unique perspective. This episode is a must hear for anyone looking to stand out from the crowd as an artist, manager, promoter, or entrepreneur.
Show Notes:
8:57 Never burn any bridges
9:58 Thomas isn’t afraid to make mistakes
17:13 Thomas explains what impressed him about Stick Figure at the beginning
21:05 How Thomas created his own position with Collie Buddz by promising him $100,000 in his pocket
23:36 Having a business mind and the ability to produce can set an artist apart
25:49 Thomas breaks down how his company Ineffable is structured
27:02 Why producing festivals is such a high risk
30:05 What makes Thomas easy to work with
31:35 How upcoming artists should approach Thomas to get on shows
33:09 Opening artists should always have something material to give or sell to fans at shows
35:00 The biggest advantage of being independent is that we can move fast and make quick adjustments
37:40 The most important part of branding is having consistent content
40:07 The one thing Thomas makes sure to teach people he takes under his wing
42:53 What Thomas would spend a $1000 marketing budget on when promoting a live show
50:00 It’s important to swing at a ton of pitches
55:09 Making money in the music business often comes down to connecting people
56:40 Bouncing back from failure is essential
1:00:02 If Thomas had a $5000 marketing budget to release an album, here’s what we would spend it on
1:01:39 Thomas’s thoughts on buying onto tours
1:03:31 It’s important to roll the dice and take chances
Creed Bratton- Never Stop Believing in Yourself
Creed Bratton is the lovable enigmatic old man from the hit TV show The Office, known for some of the show’s funniest one-liners. What fewer people know is that Creed also co-founded The Grass Roots, and was a huge rock star in the late sixties and early seventies. For over four years, Creed and I have worked together very closely, traveling and playing shows all over the country, and I’ve been fortunate enough to get a rare glimpse into the real Creed, a passionate, caring, hilarious, and brilliant artist, father (and now grandfather), and friend. I wanted to share the Creed I know with the Indie Playbook audience, so you can truly understand the commitment and sacrifice that goes into building and maintaining a successful career. And Creed’s done it both as a rock star and a successful actor, so listen up as he tells his unique story and drops gems along the way.
11:11 Everybody should go see the world if they can
11:26 Creed’s near death experiences
18:21 Meeting Warren Entner and starting The Grass Roots
21:35 How Creed’s vision and love for his art kept him from quitting during his toughest years
23:44 The moment a Rolling Stones song reenergized Creed when he needed it most
28:50 Why a fear of success can be more frightening than a fear of failure
31:32 What makes Producer Greg Daniels so special
32:28 Creed’s biggest lesson from working with The Office cast
33:39 Creed’s different income streams including
37:45 Why Creed considers Jeff Bridges such a great success
45:58 Creed starts each morning hanging upside down on an inversion table
49:30 How Creed maintains his energy and the benefits of fasting
51:00 Rejuvenating through Transcendental Meditation
53:45 The importance of note taking for high achievers
Journalist Soren Baker- A Love for Hip-Hop Created a Lifetime of Opportunities
Soren Baker is an incredibly respected journalist in the world of Hip-Hop. After years of writing and interviewing numerous rap legends, he went on to become the editor at The Source magazine, which was the bible for all of us Hip-Hop heads growing up. More recently, his online channel Unique Access Entertainment has surpassed one million views on YouTube. As you’ll see, Soren is also a true Hip-Hop scholar, historian, and fan. Find out how Soren’s love for Hip-Hop culture and rap music has led to amazing opportunities to pen books and write for television and films.
13:59 Why Soren stood out as a young writer
16:56 Soren always tried to make the story compelling about each artist, no matter what his personal opinion was
19:58 Soren explains why he should have tried to be more visible earlier in his career
23:43 Why genuine relationship lead to great opportunities
27:23 YouTube as a revenue stream
34:51 Why Outkast is the best group of all time
36:57 Why A Tribe Called Quest went downhill
40:43 Soren sets himself apart by studying an artist’s entire catalog instead of just the single
47:04 Being a good listener is fundamental to being a good writer
48:06 Writers need to make the articles about the artist, not about themselves
52:11 The importance of being diverse in creating revenue streams
1:08:25 The importance of follow through
1:14:48 How Soren sets and accomplishes goals
1:18:19 Soren’s advice for an artist who had a $5000 album budget
1:20:31 The value or lack thereof of a publicist
1:27:40 Soren’s dad told him not to take a job he didn’t want, which led to a gig with Rap Pages
Artist Slimkid3 (Part 2) – Trust in the Universe and it will Take Care of You
Tre Hardson AKA Slimkid3 is an MC, DJ, and Producer, best known for his work as a founding member of the groundbreaking Hip-Hop group The Pharcyde (Passin’ Me By, Drop, Runnin). Tre is also a black belt in Taekwondo, and teacher of meditation and hip-hop. Tre discusses the legacy of The Pharcyde, and the important role of creativity in establishing their identity.
- 2:01 We discuss drug experimentation
- 9:19 The importance of health and exercise
- 13:08 Tre talks about his morning routine and eating healthy on the road
- 17:44 Tre explains his belief in the law of attraction
- 20:27 Tre on setting goals
- 24:40 Why people are afraid to take action
- 26:49 Being the king of your own game
- 29:00 Tre talks about sacrificing for your child
- 40:45 Tre describes hitting rock bottom
- 55:29 How Tre would spend a $10K album budget
- 1:02:24 Why to start regional and build out from there
- 1:05:15 Slimkid3 on being independent
Artist Slimkid3 (Part 1)- How Clarity and Creativity can Help you go the Distance
Tre Hardson AKA Slimkid3 is an MC, DJ, and Producer, best known for his work as a founding member of the groundbreaking Hip-Hop group The Pharcyde (Passin’ Me By, Drop, Runnin). Tre is also a black belt in Taekwondo, and teacher of meditation and hip-hop. Tre discusses the legacy of The Pharcyde, and the important role of creativity in establishing their identity.
- 12:35 Why The Pharcyde signed with Delicious Vinyl
- 24:07 How The Pharcyde linked with J Dilla
- 28:40 Why creativity and a budget are both crucial in making a great music video
- 38:26 Tre explains the importance of clarity in making music
- 51:20 Tre discusses staying humble as a celebrity
- 56:18 Slimkid3 explains why he can’t listen to any other artist’s music when he’s in writing mode
- 1:00:44 The one piece of advice Tre gives young artists
- 1:01:22 Tre talks about building a team and making sure everyone around him is taken care of
- 1:07:29 One important lesson Tre learned from De La Soul
Promoter Sean Healy- Can Artists Benefit from Paying to Play Shows?
Episode 2 features special guest Sean Healy, owner of Sean Healy Presents, one of the largest independent concert promotions companies in the country. SHP operates out of Los Angeles, and the company promotes shows all over the west coast, as well as Chicago, NYC, and more. Healy has also been a controversial figure, due to his use of the pay to play method, or as he prefers to call it “pre-sale tickets”.
We discuss why Sean’s business model works for him, and he names 5 superstar artists that have sold tickets as part of a Sean Healy Presents show. Sean also tells us about the times he passed on Kanye West’s release party and a Lady Gaga show early in her career. This is a beneficial episode for any entrepreneur, artist, promoter, or anyone looking to build a successful company. Healy doesn’t duck any questions, and answers each question with honesty and thoughtfulness. Enjoy.
Show Notes:
- 21:19 How George Clinton got Sean Healy into booking hip-hop
- 24:31 How honesty helped set Sean apart as a promoter
- 26:59 When Sean passed on Kanye’s College Dropout release party and Lady Gaga early in her
- career
- 33:56 The importance of being professional as a young artist
- 34:45 How Sean’s Pay to Play Model has evolved
- 42:19 Five artists who sold their own tickets on Sean Healy Presents shows and went on to become superstars
- 46:02 Routines that Help Sean Begin Each Day
- 1:02:51 If Sean had a $1000 promotional budget for a show, this is what he would spend it on
Manager Steve Lobel – Part 2 – How loyalty, integrity and hard work leads to longevity in the music business
Steve Lobel is a legend in the hip-hop game. After getting introduced to the music business by the late great Jam Master Jay from Run-DMC, Steve went on to become one of hip-hop’s most recognizable managers. Currently, Lobel manages the legendary group Bone Thugs-n-Harmony and super producer Scott Storch, who has worked with The Roots, Dr. Dre, Fat Joe, and many more.
Steve blesses us with a ton of great stories and advice, including lessons learned from Russell Simmons, Lyor Cohen, and others. He prides himself on honesty, and he does not back down from any questions, sharing very personal details and great business guidance. This is a great episode for any aspiring artist, producer, or future executive looking for more insight on advancing his or her career.
Part 2 Highlights:
- 1:10 Why 50 Cent is a perfect example of success
- 7:18 Steve started every day out with a Mountain Dew and Snickers bar for decades
- 10:17 Steve makes a “Things not to do” list instead of a “To do” list
- 17:14 Steve shares his thoughts about the rappers he knew who passed away
- 23:35 Why Steve now takes pictures with celebrities
- 36:11 Do emerging artists need to move to LA or NY to make it?
