Our Very Own Erin Anderson Selected as a GrammyU Mentor

by Faith Harting

Erin O. Anderson is the Founder, CEO, and Artist Manager here at Olivia Management and we are beyond proud to share that she has been chosen as a 2024-2025 GrammyU Mentor!

“I am a Grammy member that has been selected to mentor a college student interested in the music business. The Grammy's pair us together and this is the second time I've done it and I love it” - Erin O. Anderson

GrammyU provides aspiring professionals with the tools and opportunities needed to launch their careers in music. “As a vital part of the Recording Academy’s mission, GRAMMY U is dedicated to fostering the next generation of music talent and ensuring a thriving cultural heritage for the recorded arts. GRAMMY U is the future of music! GRAMMY U has been a leading gateway to the music industry for college students entering the music industry.” The Grammy U mentorship program pairs up Music Industry Professionals with emerging creative professionals/students wanting to pursue a career in music for 1-on-1 sessions. "This is a first step to expanding their professional network and learning tips & tricks of the trade from the pros working on their craft 24/7.”

Erin has such a wealth of knowledge and is an honor to learn from as an intern. Her achievements continue to elevate those around her, and we can't wait to watch her continue to make a lasting mark on the future of music!

Treating Music Like A Business

By: Michael S. Downing

Most people think that it is only about the music when it comes down to being an artist/musician. While that is essential, there is so much more to being an artist/musician these days than one might think. So how does one manage that? Let’s dive into a conversation I had with someone who knows!

I was able to spend some time talking to Justin Johnson, a producer in town that has found recent success earning a RIAA Gold record for his production on Priscilla Blocks, “Just Got Over You”. Seeing how quickly his life had changed from being a local DJ/producer to a sought-after nationwide producer, I was curious as to what lessons he had learned throughout his process.

1. Keep Up with Your Health!

One issue that goes incredibly overlooked in this industry is keeping up with your health. While that might seem like a surface-level-no-brainer, Justin emphasized the importance of keeping a healthy and realistic work schedule. When work opportunities are flooding through the door, it is crucial to create healthy work hours and a solid work-life balance. He mentioned how easy it is to get overwhelmed with everything going on resulting in non-stop work.

2. Stay Organized!

While keeping your health in check might seem like a quick solution, it does not set you up for success. Another nugget of wisdom I pulled from our conversation was the importance of being both organized and detailed with all your business documents. When you are signing contracts, dealing with money, or talking about projects, it is crucial to document everything. This is purely just to cover all the bases and to make sure that all that is agreed upon is delivered.

3. Document Everything!

Lastly, which I thought was the most interesting, was to have an ongoing document of problems you have run into and the solutions you have found. While that might seem pointless since you solved the problem, it will come in handy in the future. Say you run into the same problem in five years later, but you don’t quite remember how you solved it. Fortunately, you can look at your master document to find the answer. This goes back into documenting everything, but in this case, it is just a master cheat sheet.

In the end, after talking to Justin, these are just a few tips that he mentioned have helped him navigate his success while still living a healthy life. The musicianship is an essential piece of this industry, but the correct mindset is what will get you far!

Female Representation In Music Industry Executive Positions Is Lacking

By Madison Moll

Within the past 2 weeks, the Annenberg Inclusion Initiative’s newest report entitled “New report shows diversity on the charts, but not in executive ranks of music companies” highlighted some not-so-shocking statistics about women in music industry roles, specifically in higher-up executive positions.

The study examined executive diversity in three ways: among CEOs and presidents across 70 major and independent companies, across senior management teams at nine major music companies, and in executive roles across 119 companies from the VP-level and above in different industry categories.

Graphic creation credit to Instagram account @AMPLIFYHERVOICE

As an artist management company run mostly by women, it is interesting to see such little representation in other large areas of the industry. Covering 4,060 executives from the vice president level to C-Suite roles across 119 companies and industry categories including record labels (reported 11.7% women in executive roles), publishing (reported 22.2% of women in executive roles), streaming (reported 7.1% women in executive roles), live music (reported 6.7% women in executive roles), and radio (reported 20% women in executive roles) (See image above).

Image credited to Annenberg USC Research

Next in other major positions, amongst 70 major and independent music companies, only 13.9% of the people in the roles of CEO, Chairmen, and Presidents were reported to be women. This is more of a median statistic compared to the previous findings in the five different industry categories.

Figure 2 image credited to Annenberg USC Research

And finally, data provided from 9 major music companies broke down and reported their percentages for women in leadership positions in areas such as Music Groups (31.6%), Radio & Streaming (23.4%), and Live Music & Concert Promotion (40.6%). The highest being Live Music & Concert Promotion is a step in the right direction for inclusion and equality, but there still are miles required to get to full inclusion of women in music industry leadership roles

As women and advocates for women’s equality in executive roles in the music industry, it is crucial for you to let your voice be heard and to speak out about inequality in these roles so that we all can see change!

To read more in-depth about their research and reportings, check out the full article from Annenberg USC Research and check out Amplify Her Voice to read more on their blog about female empowerment and equality in the music industry.

3 Tips for Growing Your Social Media Following and Avoiding Burnout

By Devin Renspie

Whether you’ve just started trying to establish your brand on social media or you’ve recently come down with a case of social media burnout, keep reading for three tips on how to sustainably grow your online presence in a way that’s enjoyable for you.

Focus Your Efforts on What Inspires You

First and foremost, you need to make sure that your social media strategy is centered around the platforms and forms of content that feel most authentic to you and your brand. Growing your following will be much easier if you genuinely enjoy the process. Are you the type of person who expresses themselves primarily through images and aesthetics? If so, Instagram and Pinterest could be where you thrive. Are you good at creating intriguing short videos? TikTok, Instagram Reels, and even YouTube Shorts might be your zone. Whatever your strengths are when it comes to content creation, if you put some thought into it, you’ll find a gap in the market that only you can fill.

As such, the majority of your social media activity should occur on whatever platforms inspire you. If you haven’t already, experiment with posting content that covers 3-5 different topics that interest you, and assess what kind of engagement each topic gets. Adjust the scope of your content as necessary. If you have an idea of which platforms and kinds of content you enjoy partaking in and your audience responds well to, then the next step will be fairly straight-forward, and you might have even already subconsciously implemented some of it into your strategy. If you don’t, it will hopefully help you find your content’s focus! You can also check out my last blog post where I discuss a few other things you should consider when deciding on what kind of content to post.

Seek Out Inspiration

The world of social media moves too fast for you to try to conjure up completely original ideas every time you post. Thus, it’s important for you to look to other content creators to help get your creative juices flowing. Start by looking at what other creators are doing that’s getting a lot of engagement. Specifically, pay attention to a variety of other creators whose brands are similar to yours, general trendsetters of the platform, and content curators. Save or take note of any content they post that you enjoy or that speaks to you.

With the content you’ve saved, try to identify which elements of it make it work. Which aspects can you replicate and include in your own content, and which aspects do you need to change to make it fit your brand? These could be anything from the format, the topic, the tone, or the trend that the content embodies. Searching for inspiration is an ongoing process, so if you find yourself bored of browsing content on a specific platform, that may be a sign that you should shift your focus to a different one.

Make Content Specifically for Each Platform

While you should continue to be primarily concerned with posting on the couple platforms that you identified in the steps above, it is also a good idea to have at least somewhat of a presence on every current platform, as well. That way, you will be able to reach the widest possible audience. If this sounds too daunting right now, that’s okay! Many times, however, content you post on one platform can be repurposed in a way that works for other platforms, so you really don’t have to invest much more energy in this process. For instance, if you make YouTube videos, you can take snippets and post them on places like Instagram or Facebook.

However, take heed, since platforms will punish you for posting content that is not native to them and/or directs users off their sites. For example, Instagram’s algorithm will suppress TikToks that are reuploaded to Reels (side tip: editing your TikToks/Reels in a third-party app and then uploading them to each respective platform can remedy this), and Facebook’s algorithm will suppress your post if it includes a link to a YouTube video instead of a video that is uploaded natively to Facebook. Therefore, make sure to upload content natively to each platform!

Moreover, it’s important that you use each platform as intended. While it would be extremely time-consuming to be totally invested in the cultures of every current platform, you should at least know the basics of each platform you intend on using, such as the optimal aspect ratio of pictures and lengths of different types of videos on Instagram. Check out these Sprout Social guides on social media image and video specs, respectively. If you don’t take the time to learn these things, your content will likely look out of place.

Overall, if you’ve grown weary of trying to foster your social media presence, you might just need to rethink the way you go about it! Start by focusing on specific platforms and forms of content that inspire you most, and stay up-to-date with what other creators are posting to add fuel and ideas to your creative fire. Once you’ve got those steps down, start to build up your presence on other platforms while keeping your efforts centered on those platforms and forms of content that inspire you. Best of luck!

The Making of a Great EPK

by Erin Anderson

In the arsenal of tools that artists have at their disposal, EPKs are pretty important. EPK stands for electronic press kit. Years ago, artists would mail physical press kits including paper print outs of bios, full copies of CDs, and full color photos or headshots. Thank goodness it’s no longer that time consuming or expensive to put your music and face in front of managers, agents, promoters, label execs and more. These days, an EPK is a one-page website link that incorporates content and information to help business people get a full picture of the artist, their music, their accomplishments, and their branding very quickly. You can check out an example below.

Here are my top 6 tips for making a great EPK:

1. Consider your audience.

   Your EPK shouldn’t be fan facing—it’s for business people. It’s a place for bragging on yourself, sharing stats that fans don’t care about, and sharing information that is important to the agents, managers, labels and promoters. The goal of your EPK should be to use this one page to give someone, in 30 seconds, an overview of who you are and what you have done. 

2. Bullet points are neat.

   We are all overwhelmed and inundated with information. If someone opens your EPK and sees lots of paragraphs, they will immediately close it. Don’t make them work to find information. Create sections on your EPK so folks can quickly sort through your career and understand what you have accomplished. Suggested sections for bullet points: press, career highlights, touring highlights, streaming/sales highlights, and sync licensing.

3. Get the good stuff above the fold.

   I would recommend using the entire width of the website so you can pack in a lot of things before anyone has to scroll. The name of the game here is: don’t make them work for it. Have a stunning image at the top, have your music embedded to stream right there. Put the most impressive press quotes or sales highlights high up on the page. Hit them with the good stuff! You should ultimately include your bio, but put those paragraphs of information towards the bottom of the page so that people intrigued by your images, branding, audio, and career highlights can read on if interested. 

4. Put your EPK unlinked on your website.

   Let your EPK live on your website, but don’t have it linked. This means, the general population cannot navigate to your EPK from your website, BUT business people that have been sent your EPK link can choose to peruse the rest of your website if they wish.  

5. Update your EPK often.

   Much like a resume, it is helpful to always have an updated EPK ready to go in case the need arises. Every time you get a new great review, release a new song or video, or hit a career milestone, make sure to update your EPK to reflect that!  

6. Do not lie or exaggerate.

   More often than you would believe, I am sent an EPK that has a gross exaggeration or straight up lie on it. If you played at 11am at a festival where Radiohead headlined at 11pm, you did not open for Radiohead. If your track has 22K streams on it, it does not have 30K. Do not round up, do not exaggerate. That just makes business people question what else that you have told them is smoke and mirrors! 

Okay. Now that you’ve got the lay of the land, here is what I suggest you include in your EPK! This is not an exhaustive list, so get creative with what you include. Just remember: the goal is to put your best foot forward and display who you are to business people quickly. 

What should be included in your EPK? 

• Photos — this is where your branding can shine. Use professional, on-brand photos. Use more than one.

• Embedded streaming music — use Soundcloud or Youtube, NOT Spotify because people without a Spotify subscription cannot listen to an embedded Spotify playlist. Make it easy for someone to listen to your music right there on the page and listen while they read more about you. 

• Embedded music videos — include both live performance videos and regular music videos if you have them. 

• Bullet point list of career highlights (can including touring, press, streams/sales, sync, awards, etc) 

  • However, if you have enough in one category, you could break this out into further more specific sections.

• Artist Bio