Unconventional Life with Jules Schroeder EP352: Harnessing Passion and Creativity with Music Business Executive Cassie Petrey
Cassie Petrey is the brilliant woman behind the social media marketing of iconic artists such as the Backstreet Boys, Camila Cabello, and Britney Spears. She is the co-founder of Crowd Surf, a renowned marketing and music management firm.
As an original fan girl, Cassie's passion for Backstreet Boys at age 12 led her to create a global fan newsletter. She later played a pivotal role in re-establishing the band's enduring fame for a new generation. At 17, while working as a college rep for Warner Music Group, she was among the first to recognize the marketing potential of emerging platforms like Myspace and Facebook.
Crowd Surf has collaborated with tech giants Apple and Google, major labels like Universal, Disney, Sony, and Warner, and managed rising stars such as Loren Gray, Max & Harvey, and Ugly Boys. The firm also crafts custom marketing plans to keep legendary works by John Fogerty, Neil Diamond, Frank Sinatra, and Marvin Gaye at the forefront of pop culture.
With teams in Los Angeles, Nashville, and New York, Crowd Surf excels in all aspects of artist careers, including launches, brand strategy, residencies, television projects, merchandising, and more.
In August 2022, the company expanded with a new artist management division, catering to top influencers and Gen Z musicians.
Cassie, a Forbes 30 Under 30 and Billboard 30 Under 30 honoree is a driving force in social media and artist management in Hollywood. Alongside her co-founder Jade Driver, they were featured on power lists in Variety and Billboard and have shared their expertise at events like SXSW, the New Music Seminar, and the Forbes 30/50 Summit in Abu Dhabi. More of Cassie: