Photo: Mike Krstic

My guest this week is Cassie Petrey who’s been behind the social media marketing for some of the music’s most iconic artists including Backstreet Boys, Camila Cabello and Britney Spears.

Cassie is the co-founder of Crowd Surf, a leading marketing and music management firm. She started at age 12 creating a newsletter for the Backstreet Boys that reached fans worldwide — then years later she helped re-introduce the band to new generation of fans.

At age 17 as a college rep for Warner Music Group, Cassie was among the first in the music industry to recognize the vast marketing potential of nascent mid-2000s platforms Myspace and Facebook.

Today, her company Crowd Surf has worked with tech giants Apple and Google, and labels such as Universal, Disney, Sony, Warner and more.

Cassie is a Forbes 30 Under 30 and Billboard 30 Under 30 recipient, and she is a leading social media and artist management Hollywood powerhouse.

During the interview we spoke about convincing a major label about the value of social media, motivating artists to post, how artists may compromise their brand on TikTok, getting artists to establish their brand, and much more.

I spoke with Cassie via zoom from her office in Los Angeles, CA.

On the intro I’ll take a look at the new radio artist royalty bills before Congress, and Google’s new Project Caviar.

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