Why I Pivoted From The Music Industry To Public Relations
How COVID Unexpectedly Helped Propel My Life and Business
The year is 2020, I’m managing several musicians, and I’m living in California with an old guy, his three Boston terriers, and three stoners. Not exactly where I planned on being in life, but after returning home to Jacksonville, FL in November 2019 from France where I spent a month, California was better than being depressed and stressed around family.
I’m in the process of growing what was going to be the record label that would exalt me to Scooter Braun status. My artists were going to be my own Justin Biebers.
Early in the year, one of the artists I was working with flew in from Indiana to meet up with me and a mutual friend, a creator. This creator just so happened to be the person who indirectly allowed us to meet. We spent some time together in LA, went to a recording studio in some guy’s closet, and walked around the Hollywood strip. I had been around plenty of artists working, but this time I could be around the one I was actually managing. I was excited to see how he was in person and mastermind what was next.
It felt like a movie. This East Coast kid in California. I’d previously gone to Los Angeles for Vidcon in 2019 when Facebook flew me out as a Star Creator for Lasso, which was the predecessor to what went on to become Instagram Reels. With music, I wasn’t making any money but I loved the idea of helping this guy blow up, and at the same time working my way as an executive in the music business. We put out a few songs and an EP, but I was frustrated with how things were going. I was lost in the idea of adulthood and entrepreneurship.
I’m 3,000 miles from home living with strangers who I couldn’t stand, yet had these massive aspirations. Do I give in to peer pressure around these other people? Are they people I want to be around? What could I do to make the best of my situation?
We were planning on throwing an event in Fort Wayne, Indiana later in the year. The artist sold almost all of his tickets and frankly was doing the heavy work canvassing his hometown. I was going to fly out and everything. I wasn’t sure how it would work out, but I knew it would, just like when I booked a one-way ticket to Paris.
Then COVID happened.
In the early days, we weren’t sure if it was going to be some kill-on-contact virus, or what. So, out of caution, we canceled the concert.
The artist in the coming months lost his passion for music. Meanwhile, I was left confused as to what was next. I had already dabbled in the media and social media space from a DFY perspective but hated it. I knew I didn’t want to do an agency and I didn’t want a typical job. I also hated the thought of falling back and immediately returning to Florida.
Then, I realized a skill of mine I had unknowingly developed. Personal branding. My friends would come to me asking for help and advice. It came naturally almost and I saw a blue ocean opportunity. Everyone was focusing on business branding, but what about the person?
That’s when I launched my firm, Mashman Ventures.
It took me 6 months to define it as a public relations firm and another 6 months to define the offer, but I pivoted. I found something that stuck.
I tell this story now because if it weren’t for the pandemic I would likely still be in the music industry, struggling in California. Maybe not, but it’s a wild thought to think how an alternative life would look if one thing went differently.
I pivoted, evolved, and screwed up enough times until I finally found something I could commit to and run with. Since then I have published a book, Personal Branding: A Manifesto on Fame and Influence, launched two more businesses, worked with numerous professionals, grown my personal brand, and built a solid life and foundation for what I am planning to do next.
I hope you find the same.
