Hot Seat: Making It In The Music Industry… with John Wardley, CEO Authentic Ent
TMNhas revived Hot Seat to offer our young industry subscribers an insight into what it takes to make it in the music business. From his 15-year stintwith The Coca-Cola Company, where his senior marketing roles in both Australia and the United States saw him take the lead on some of the brand's most innovative campaigns, like thelaunch of Coke Zero,to his current role atAuthentic Entertainment where he changed the company's business model to competewith the globe's media firms and premium content producers.
Chatting with TMN,Wardley takes us through the company's recent growth,says there's no value in 'sameness' and offers his advice to those wanting to enter the marketing field.
What drew you to a career in marketing?
I actually started in advertising, fresh out of university. At the risk of dating myself that was back in the early 80’s when the Mad Men model was still alive and well! I loved the industry, the characters, and most of all the creativity. Like the rest of us I had grown up with brands, but it wasn’t until my early start in advertising that I developed an appreciation for how brands are built around consumer needs, and how brands connect with their consumers. After a few years in the advertising business I was approached by one of the worlds best marketing organisations – The Coca-Cola Company- to take a role in their Sydney based marketing team. That was the beginning of a 15 year journey with Coke, which took me all over the world and ignited my passion for brands and marketing.
You joined Authentic a year before the rebrand from MCM Media in 2013. Almost a year on from the rebrand, how does the music industry’s interaction with the new business model compare to the old?
It’s fair to say our model is still evolving, as is our relationship with the broader music business and our clients. Authentic was more than just a rebrand – it was about combining two distinct and separate businesses into one, giving us the ability to better service our clients and our business partners. It was also about putting innovation at the center of what we do. We have achieved a lot on that front in the last eightmonths but there’s still much to do. We have also sought to develop deeper partnerships with like minded businesses in the music industry, and have made some great progress on this initiative.
What are some best practices for those wanting a successful career in digital marketing and production for radio and entertainment brands?
Differentiate. We had a saying at Coke that there’s no value in ‘sameness’. I think that’s true in any business, regardless of the category. From an individual’s perspective it’s about understanding what your really good at, and finding a way to make yourself even stronger in that space. Focus is also key. Don’t try to be all things to all people. Focus in on what you are great at and have the passion to become even greater. It’s also vitally important that you understand your audience better than anyone else. That’s what gives individuals and businesses a competitive edge.
Above all, be passionate. Passion always carries the day.
In the last twelve months Authentic have partnered with brand and entertainment agency FRUKT, launched three radio programmes and relaunched Live at the Chapel, how has this growth been measured?
It’s measured in many ways. Like most businesses we have internal dashboards and a set of metrics we use to measure our success. Revenue is obviously key but I’d say just as critical would be client satisfaction and staff engagement. Without those, revenue is simply not sustainable.
Authentic has a strong connection with music, what plans do you have to expand Authentic’s ties further?
As you mentioned we have already brought back some iconic brands like “Live At The Chapel” Authentic has over 30 years heritage in content creation and there are a number of opportunities to leverage the brand equity our business has created. Vevo continues to represent a powerhouse in both Australia and New Zealand, and we have tremendous ambition around growing the brand in this part of the world. Planet Vevo – our new nationally syndicated radio show – is a great example of this. The partnership we have developed with FRUKT and other strategic alliances currently under development will open many new doors for our business.
What are your perceptions on the new crop of marketing graduates entering the sector?
Based on those I have been exposed to, I’m very impressed. They have passion, energy and innovative spirit – all essential ingredients for a successful career in this business. I think the future of the industry will be in very good hands.
Do you have any advice for them?
Only what I have already said. Be the best at something and always try to differentiate. Drive innovation. Never lose your passion, even though some people might try to beat it out of you. Have fun. If you cant do that in this business then something’s gone very wrong…