Jelena Grozdanich
Special guest
Jelena Grozdanich is the Director of Film and Television Music at Columbia Records with over a decade of experience in strategic marketing, creative music pitching and clearance across film, television, trailers, video games, podcasts and other visual media. She represents some of the most celebrated artists of our time including Adele, Beyoncé, Harry Styles, Lil Nas X, Depeche Mode, LCD Soundsystem, Pink Floyd, Bruce Springsteen, Calvin Harris, ROSALÍA, and Tyler, The Creator, among others. In addition to her role at Columbia Records, she is also the Vice President and West Coast Chair of Events and Programming for Wellful, Sony Music's talent advisory group committed to inspiring, encouraging and educating members to maintain and grow into healthy lifestyles.
Outside of her work at Sony Music, Jelena is an entrepreneur, movement artist, philanthropist and mental health advocate. She is the founder of TheSecret.LA, a wellness community offering virtual music-driven movement experiences in partnership with various charitable organizations. Jelena has spoken on various panels discussing the importance of mental health support in the entertainment industry and advocates for the destigmatization of mental health care in the workplace. She is also on the Board of Directors for the Friends of Westwood Library, a non-profit organization dedicated to supporting the Westwood Branch of the Los Angeles Public Library with a mission to provide fundraising, volunteer opportunities, and community programs.
Jelena Grozdanich has been a guest on 1 episode.
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The Power of Music Partnerships
August 18th, 2023 | 35 mins 34 secs
artist impact, artist partnerships, audience engagement, entertainment pr, measurement, music and brands, music in advertising, music industry insights, music licensing, music marketing, music metrics, music pr, music strategy, pr campaign, pr metrics, public relations, stella bayles
In episode 40 Stella interviewed Rebecca Jolly and Joe Bellioti; the authors of best-selling book; ‘How Music Grows Brands’. They discussed the benefits music can have on a brands business but what about the other side of the partnership?
The music artist.
How does the involvement of a track in a PR campaign, advert, or TV show affect the artist?
What does it mean to the target audience?
Can it make or break an artist?
In this episode, Stella Bayles interviews Jelena Grozdanich, director of film and television at Columbia Records to find out.
Jelena explains how, just like brands, artists also have audience objectives & how the right partnership can be very powerful for both parties.
She shares the benefits of working with new artists and how finding a match of niche interest points between both parties can be mutually beneficial as often ‘niche interest points’ = a passionate and very engaged audience.
Jelena explains the changes to her role as the music industry has changed and what she expects to see emerge in the next 5 years.
Whether you’re a music PR or are interested in having music as part of your marketing strategy this episode is for you.
Timestamps
3:44 - Do you have an audience strategy for your artists?
7:29 What kind of difference or impact have you seen by placing an artist on a particular show or a particular game?
10:33 How important do you think it is for a brand and artist to be aligned?
15:27 Use of music on TikTok and Instagram
17:23 How do you measure whether a partnership has been successful?
26:00 Where do you see the industry developing in the next 5 to 10 years?
29:00 What do you do to maintain the work and life balance?