Julie Greenwald, a powerhouse in the music industry, began her journey at Def Jam and now leads Atlantic Records. In this chat, she discusses the challenges of recognizing talent in an era of fame and the significance of live performances. Greenwald emphasizes the importance of personal connections between artists and fans, the journey from grassroots to mainstream success, and the balance between artistic integrity and commercial demands. She shares humorous anecdotes from her career and reflects on the evolution of artist development in the ever-changing music landscape.
Building a catalog of songs is more valuable than a single hit track for sustainable success in the music industry.
Utilizing social media platforms like Instagram and TikTok is essential for artist discovery and promotion, surpassing traditional streaming platforms.
Embracing a holistic approach to artist development, including marketing and touring, is crucial for reshaping company culture and staying relevant in the evolving music industry landscape.
Deep dives
Building a Sticky Career in Music
Success in the music industry goes beyond sudden fame; sustainable careers require dedicated talent and vision. Recognizing genuine dedication in artists during the pandemic was challenging, emphasizing the importance of personal connections in artist development. Prioritizing signing artists focused on touring builds a solid foundation for long-term success, distinguishing between hobbyists and committed talents.
The Value of Building a Strong Catalog
Having multiple songs with consistent streams is more beneficial than a single hit track. Artists with a catalog of songs accumulating streams showcase audience interest and long-term potential. The strategy of building a comprehensive collection of songs enhances an artist's touring opportunities and fan engagement, focusing on quality over a singular popular track.
The Significance of Social Media and Short-form Content
Social media plays a crucial role in artist discovery and promotion, surpassing traditional streaming platforms like Spotify. Platforms like Instagram Reels, TikTok, and YouTube Shorts serve as primary avenues for introducing artists to a broader audience. Short-form content serves as a prelude to full-length songs on mainstream streaming platforms, shaping contemporary music consumption trends.
Integration of Video for Artist Development
Utilizing video content enhances an artist's narrative and branding, offering insights into their personality and music style. Strategic alignment between short-form and long-form videos ensures optimal engagement and storytelling consistency. While video plays a vital role in modern artist development, a cohesive content strategy is essential to drive audience connections and deepen fan engagement.
Adapting to Changing Cultures and Strategies in the Music Business
In the podcast episode, the speaker reflects on their experience in reshaping company culture and strategies in the music business. They discuss the shift from a focus on radio promotion to a more holistic approach encompassing marketing, touring, and artist development. The speaker emphasizes the importance of reinventing traditional practices and culture to stay relevant, highlighting their efforts to infuse new ideas while honoring the company's roots. By advocating for a change in mindset and embracing diverse music genres and marketing approaches, the speaker successfully revitalized the company's direction and established a more dynamic and adaptable environment.
Navigating Artistic Success and Industry Challenges
The podcast delves into the complexities of managing successful artists and navigating the evolving music industry landscape. The speaker shares insights on artist development, tour strategies, and the impact of streaming on music distribution. They underscore the importance of building genuine relationships with artists and providing a platform for diverse talents to thrive. Additionally, the discussion touches on the challenges of balancing commercial success with artistic integrity, emphasizing the need for authentic collaboration and strategic planning to support artists' unique journeys and engage global audiences effectively.
Julie Greenwald is a prominent music industry executive. She got her start at Def Jam Recordings in 1992, became president of Atlantic Records in 2004, and was elevated to chairperson and CEO of the Atlantic Music Group in 2022. Throughout her career, she has played a crucial role in the success of artists like Coldplay, Cardi B, Coldplay, Lizzo, Bruno Mars, Ed Sheeran, Jack Harlow, Wiz Khalifa, Twenty One Pilots, and countless others. Her leadership has helped establish Atlantic as one of the most consistently successful labels in the business. Greenwald has received multiple accolades, including being named Billboard's Women in Music Executive of the Year a record five times and appearing on various lists of powerful and influential people in entertainment and business.
------
Thank you to the sponsors that fuel our podcast and our team:
