208: The Marketing Machine Behind the Backstreet Boys ft. Cassie Petrey

January 25, 2024

Ever wondered how The Backstreet Boys became a global sensation? In this pulse-pounding episode of "The Root of All Success," join host The Real Jason Duncan as he sits down with marketing guru Cassie Petrey to unravel the mysteries behind the boy band phenomenon. What ingenious marketing strategies catapulted these heartthrobs to the pinnacle of success? Tune in for an exclusive journey into "The Marketing Machine Behind the Backstreet Boys" – a tale of innovation, fandom, and the strategic brilliance that shaped pop culture history.

Jason and Cassie kick off the episode by exploring the origins of The Backstreet Boys and their meteoric rise to fame in the late '90s. As they navigate through the band's early days, Cassie Petrey provides unparalleled insights into the strategic decisions that fueled the group's success and solidified their place in music history.

The episode also uncovers the pivotal moments and campaigns that played a crucial role in maintaining the band's relevance over the years. From comebacks to adapting to changing industry landscapes, Cassie and Jason discuss the dynamic strategies employed to keep The Backstreet Boys not only in the spotlight but at the forefront of pop culture.

Whether you're a die-hard fan of The Backstreet Boys or simply interested in the art of strategic marketing in the entertainment industry, this episode of "The Root of All Success" is a must-listen. Join Jason Duncan and Cassie Petrey for an engaging conversation that takes you backstage into the marketing machine that fueled the success of The Backstreet Boys and left an indelible mark on music history.

Cassie’s Website Link: www.crowdsurf.net

Cassie’s Social Media

Instagram: https://www.instagram.com/cassiepetrey/?hl=en

Twitter: https://twitter.com/cassiepetrey

Facebook: https://www.facebook.com/cassiepetrey

LinkedIn: https://www.linkedin.com/in/cassiepetrey

TikTok: https://www.tiktok.com/@cassiepetrey

Love the show? Subscribe, rate, review & share! https://therealjasonduncan.com/podcast

This episode is sponsored by Dubb. Up your email game and make videos that convert! Get two free weeks and 50% off your first two months with this link: therealjasonduncan.com/dubb

Episode Transcript

hi I'm Cassie Petri the co-founder of a digital marketing and artist management company called crowds serve today I am hanging out with the real Jason Duncan on his podcast the root of all success and we had an absolutely awesome conversation today we talked a lot about the backstr boys which I always love but we talked about some of the things that I view that Define my success and realizing how important freedom is to me which I didn't realize until recently but I think that's one of the reasons I've been doing this and I didn't realize it but we had a great conversation and I think there's a lot that everyone can learn about it so tune in and watch it welcome to the root of all success with the real Jason Duncan a podcast that explores how the world's most powerful entrepreneurs unlocked success and how their stories can help you do the same a successful educator turned entrepreneur Jason has built multi-million dollar business businesses that have been featured in Inc magazine and Entrepreneur magazine his life's Mission now is helping entrepreneurs live what he calls #the exit lifestyle introducing tedex speaker mastermind leader author entrepreneur cigara fishing anado motorcycle Enthusiast and host of the root of all success the real Jason Duncan the real Jason Duncan welcome back to another episode of the root of all success it's Jason Duncan not just Jason Duncan the real Jason Duncan or you can call me JD and I'm here today with Cassie Petri and uh she lived here in my neck of the woods in the Nashville area for eight years went to college here at Middle Tennessee State University and she's got a wonderful story about how she was a part of bringing back the Backstreet Boys working with people like them working with people like uh Britney Spears and cam Camila Cabo I know I'm saying that wrong and my 21-year old daughter would be so embarrassed that I don't know who that is or how to say that person's name but Cassie certainly knows who she is she is the co-founder and CEO of crowd surf which is a leading marketing and music management firm founded in ' 07 alongside her best friend Jade driver when uh Cassie was just 21 years old she's an original fan girl whose tween admiration for the Backstreet Boys helped her develop a newsletter that reached fans worldwide when she was only 12 years old and uh it helped and she later helped seal the band's Resurgence to this new decade uh this new um not decade but generation of fans so she's got a pretty interesting story hailing now from La it's good to be connected virtually with Cassie today on the show so Cassie welcome to the root of all success thank you for having me I appreciate it well um so at 12 you're really big into the back street boys and you start a newsletter for them was it part of their like their fan club how tell me about how that worked so you know social media wasn't developed as it is now so you know this was kind of in the era of where everyone was getting those CDs that sent to their house and installing the internet on their computers for the first time bgm bgm wasn't it yeah I remember that mine was AOL and then there was a lot of Netscape and it was it very dependent upon like where you were in the United States and I'm uh you know in the world I'm sure oh that's right that's what you're talking about I'm sorry I misunderstood yeah so so I remember I got I was one of the first houses to get AOL in my house and around the same time I had just become a big fan of the Backstreet Boys and I wanted to connect with other fans on AOL and build a community and I saw that there was this community that already existed around different artists where people people built these kind of like newsletters is what I would call them like like you sent them through email so it was a newsletter but everyone called them Zen and I would say it was sort of the equivalent of how people like we run an Instagram page for Justin Bieber now or that sort of thing as a fan so I did that times version of that with the backst bo it wasn't official it was just impactful because it had a lot of people and I was a part of this community where a lot of different fans ran email that had audience for a lot of people but that's I would say that it's interesting those things that I learned in that time frame I still use a lot of those strategies and tactics uh today in my my real job so I learned a lot from it so so at 12 you start doing this newsletter for the Backstreet Boys but then eventually um you you as I understand it you get to work with them and meet them is that is that right yeah I still work with them to today they're one of my company's uh long-standing clients we've worked with them for over a decade now I would say coming into that which is really awesome to to think about but one of the big projects we've gotten to work on with them is sort of the announcing of the Las Vegas residency and marketing that and I think that was a big moment for them to kind of you know sort of come back into into pop culture we also worked on their latest record uh DNA which they just finished the tour for that the tour went a little long because of covid so I feel like it would have probably been a two or three year thing and ended up being a five-year thing because covid extended it but you know got to work on that record got to work on their Christmas record that they put out a couple years ago and just very grateful to be a part of that whole experience and kind of keeping their legacy alive and introducing their new music to people in the the digital space has been more than I could have ever asked for as a 12-year-old all right so at 12 years old you're you're enamored with with the Backstreet Boys they music and of course they're all good-look dudes and you're like oh my gosh these are these These are these guys are awesome right so so then fast forward you end up meeting them so what was that moment like when you had that you're really meeting them professionally not just as a fan but you're professionally being what was that like um it's it's weird because I feel like like you know I didn't meet them you I didn't meet them in like a conference room see there isn't there isn't sort of like that moment where you you know get to like get introduced and you know shake their hands a lot of time when you work in social media you meet people on site at a conert or a music video shoot and sometimes you're actually chasing them around with like a camera and getting content before you even have a proper introduction to them and I don't remember the I think the exact first time time I met them because it was probably in situations like that and I probably got introduced one-on-one and I probably got reintroduced multiple times because team members weren't sure if we had been officially introduced to them or not but they kind of I think knew who we were and what our our role was now of course I've worked with them for a long time so they all know who I am and know who my team members are but I don't actually remember a first professional introduction moment because I it was you know it's kind of chaotic because you're like working in real time on the ground and you don't want them to be talking to you want them to be talking to your phone or your camera because that's what you're there for you're there to get content of them to put on the internet so who's your favorite back street boy it's well I'm not going to answer that now I mean when I was when I was like really little like my first favorite backstreet boy was Brian because I was from Kentucky he was from Kentucky he was the younger one I thought he was cute um and you know now they're I would say now they've all you know I know them all as as humans and I think they're all really incredible awesome people and I I would say I have different things about them that make them my favorite for different reasons you know I probably have one that's e you know I love because he's always going to do the liners that I want and then there's one that's always going to you know he may not participate as much but when he does participate it's really funny so there's there's different like sort of quirks and traits that you sort of learn to love and enjoy but as a group collectively they're all really incredible and I think I was always scared of the saying don't meet your Heroes but if anything working with them I think has made me feel even better about the choices I made as a kid and choosing them to be my favorite boy band versus some other boy bands so if you can't name your favorite Backstreet Boy what is your favorite Backstreet Boy song that's hard for me too I would say my probably my favorite backst Street Boy song is a song called Siberia um it's I would say that with within the fan Community that's a pretty big favorite it's a great song it was off their uh 2005 never gone record it's a song written by Max Martin it's a sad song but with really powerful vocals they all deliver amazing vocal performance on at the course with all of them together it's incredible and just a really emotional song and I I always you know I love the backst boys fast songs but I think something that's always sat with me is their I love the ballads I love when they sing those really big powerful vocals together I love when the songs have those ad live moments I missed that in in pop music right now but those are I love their ballads I love the slow songs I love especially on stage it's really fun to watch well I have never seen the back street Boys in concert but I've seen plenty of videos and seen stuff I I can only imagine that that would be a lot of fun because it's just for for me I knowing who they are in the songs I want it that way of course being their probably the most famous song it just looks like a lot of fun like these guys are having fun and of course you being on the promotion side and helping them with their social media and their marketing you're getting to help accentuate that fun side the real side the personal side of these guys who are who are real people that put their pants on one leg at a time just like everybody else they just happen to be very famous and uh everybody knows who they are and they've got songs out there um how did how did the transition from being the fan into being a business person how did that transition work for you was it was it a good transition was it fun did did did you have regrets like man I still wish I was a fan because I've seen to how the sausage is made and it's not as exciting anymore what what do you think what was that transition why I think I was meant to be in the music business and there's a story I tell to people who I think are kind of struggling with if they want to make that transition to from fan to business person or not and my story where I sort of knew that moment was actually involves the first time and actually the only time I've met Tom from Myspace Tom Anderson the original like social media CEO and celebrity and it was it was probably I was 19 years old I was in my first uh year of working at Warner and I flew to LA to do some business meetings but I also of course strategically planned my trip around this concert with this to see this group called The Click Five that I absolutely adored and I had made them really popular in Myspace I was you know helping them run their page I got them to number one on the Myspace charts often on a daily basis so I was familiar with the team at Myspace and I got to go in into Myspace and meet my like artist representative team and at the end of that meeting they asked me do you want to meet Tom and I was like yeah of course I want to meet Tom I tried to like keep it cool but I was like yeah that's really exciting he's like he's Tom like that's that's incredible that's like getting to meet like Mark Zuckerberg now that that was awesome so they take me in to meet Tom told him you know that I run the click FES Myspace page and I'm in town to see their concert because I'm also a really big fan and he said oh I can I go and I saide of course I'll get you tickets and I called Atlantic Records and I said Hey to met Tom from Myspace today he wants to come see The Click Five and they're like sorry the show's really sold out we can't get him tickets and I was like oh my God I can't tell Tom from Myspace that I can't get him tickets that feels crazy and also that's like such a huge loss for The Click Five to have that executive not be able to come see that show so so I decided at that moment that I was going to put my tickets under his name so I went to the box office it was at the Roxy so small venue very small soldout show and I put my tickets under his name and was like if I don't figure out how to get tickets that's okay it's more important that Tom sees the show rather than me and fortunately I was okay I bought tickets from a scalper for an ungodly price for especially for like a show with the Roxy but um I was going to make it work I was going to get Tom on the guest list no matter what it took and I think at that moment I was like oh I'm a I'm a business person because I think most fans at that moment were like there's no way I can't go to the show and I was really sad about it and sad at the possibility of missing that concert because I I i' came to La for the first time to see that concert but I knew that you know business was very important to me in in that moment and I think that if you're a fan and you're not willing to have done a similar thing that I did in that moment that the music business probably is not for you yeah well I think part of everybody's story of success the listeners yours every guest I've had on the show includes making sacrifices and so for you it was a sacrifice of making hey if I don't get to see the show that's all right at least this other dude does because that will lead is something else and I think we make these we take those calculated sacrifices to make sure that we're going to get what we need in the end well so now Cassie you we've talked about the back street boys and about how you went from fan to business person and you're actually the one on the other side of the camera helping them promote I mean you're probably not holding cameras now you got a team that does it but you started out holding that camera and interviewing them getting their their social media stuff going but you've trans made that transition tell us some of the other artists that you're you're working with and what it's like to work with them maybe there's some special stories about these other artists that you're working with that uh that we would like to get a little sneak peek into the back end of that so I've been really fortunate to work with a lot of amazing artists one of my favorite projects I've ever worked on I think simply because I was literally there from start to finish was um girl group pop sensation Fifth Harmony and I actually was the digital producer for the season of xfactor that they were formed and built on so I literally was with them I I met them before they were put in the group and taught them as individuals how to use Twitter that was a really important platform at the time helped set up their social media Pages live and in person and like literally Swit they switched their name twice on the show and I would have to switch the handle 60 seconds before Simon Cal would announce their name and it was really stressful um but I literally was there from beginning to when until they went on Hiatus and that was a really great experience for me because I love I love working on all types of projects but there's something really special about watching something from the beginning to become a sensation and have a fandom to getting a number one song like watching that from literally its birth to the peak of his success is just something that's really special to me and I just want to be a part of as many projects as possible from start to Peak it's an incredible experience do you only work with uh people in the music business now or do you also work with business owners entrepreneurs Etc so let's take a quick break to thank our amazing sponsors for making this podcast possible as an entrepreneur I know that you have to deal with sales on a regular basis I mean every entrepreneur does and if you aren't paying attention to sales as an entrepreneur you're not going to be an entrepreneur for very long but I've got a sponsor of this show called dub that helps you bring the personal back to sales if you want to figure out how to improve content creation imp improve client trust uh improve your sales process decrease the sales cycle because we all know time kills deals if you want to increase client bookings and increase conversions you need to take a look at Dove there's a special offer for dub for listeners to the root of all success at thejason duncan.com duub and that's dubb what dub does I've been using this for years I'm a huge fan and I'm so honored that there're are uh primary sponsor of the podcast but they have helped over 60,000 businesses around the world communicate better to make sales easier to make sales more personal and it's built dub is built for growing teams I mean you can set up video emails you can set up custom onboarding you can do admin reporting uh anything you need around video and sales and automation dub is there you can try dub now your conversions to sales are waiting all you got to do is go to thejason duncan.com dub and there you're going to get two weeks for free to try dub plus you're going to get 50% off your first two months of dub you can't you can't beat that so go check it out go to thejason duncan.com duub thanks for listening to our sponsors now back to the show Mostly people in the entertainment business mostly music artists just because my staff really enjoys that and I think that's people hear about my compy company because they want to work in music and they come to work at crowds surf because they they want to work in in music and so we're kind of known for that so when I give people projects that aren't that I think that sometimes they're not as passionate about it and I don't think that's fair to the client but sometimes there's you know sometimes there are team members who do like other projects like for example we actually just picked up um a Connecticut like minor league uh soccer team and the only reason I took that is because I knew I had team members that would be excited about that and they would kind of feel like they're living their Ted lasso dreams but I want to and I because and the team's cool they really they want they wanted an agency that wasn't Sports first or wasn't didn't have a lot of Sports Experience because they wanted a different perspective so I think them wanting that plus having team members who were interested in giving this a go I think made it a good fit but it really comes down to is there going to be a team member that's GNA own this and be excited about it and if they're not it's really hard to take on something outside of Music unfortunately yeah well I think it's smart though for them to recognize that they needed an outsider to give better perspective because sometimes I I think it's probably the same in the entertainment business as it is in business business is that we get inside our little box and we see everything through the same lenses all the time and we hire people who also look through those same lenses and we forget that there is a completely different perspective so I think it was smart of that soccer team to hire you just to get that outside perspective yeah let me um well go ahead if you want to respond to that I'll let you yeah so I think in general there's a lot of clients we have that have like a great in-house digital person or digital team and I think a lot of them want us an addition to them because they do appreciate and value that perspective and they like the fact that we work with with a lot of different artists and are probably going to come across tools and trends that are working before they do because they're only working on one artist so I think that's really always a really smart thing to do especially if you aren't working across a ton of different accounts in the same space yeah well let's I want to shift the focus of our conversation just a little bit because this name of the show is the root of all success and listeners are interested in how people became successful which is why I interview people people like you that have been successful in your particular niche in your industry what what would you say if you had to narrow down the success you've experienced over these years in the in in your industry if you had to narrow that down to one key that unlocks success for you what would you say that it was I think the key to a lot of the success that I have is just continuing to show up every day you know I I've never had you know I have had big moments and my career but those happen for like one day or a couple hours and they're gone I think continuing to wake up every day and having your little goals and your big goals and just being excited about it and not losing sight of those is what's really important and it's it's really easy for me because I like what I do but I I show up every day and want to help artists because they they helped me so much and I just couldn't imagine doing anything else but I wake up every morning and I think about how I can further my artist careers and how I can further my staff's careers and how I can further my own career yeah okay so how do you define success what what would Cassie Petri say that that word means to her it's changed a lot over the years I think when I was younger success for me meant I want to be a big artist manager that everyone knows like scooter braa or Larry Rudolph or Johnny Wright and I do think that is still always going to be a part of a goal that I have to manage u a pop artist from sort of beginning to Peak you know I've done that in the digital space I want to do it as a as a manager as well um but for me success now is having a having freedom and enough money to be able to do the things that I want and I think I've gotten to that point I can go work from Hawaii for a week I literally got back last night I can go work from Hawaii for a week comfortably whenever I want to and still come back and still have the job that I like I can buy something nice for my nieces and nephews if they need it or their stroller breaks um um and not have to worry about that I could move to a different city if I wanted to and not lose my job but I think Freedom has become something really important to me that I didn't understand when I was younger and I've kind of come face to face with realizing how important that is to me when you start getting approached by companies who may want to buy you out or buy part of you out and when you are with those you know come to those moments you really realize if freedom is important to you or not and the idea of like working under somebody else who has a lot of say and control over my company and how much I charge and how much I pay my staff sounds like prison to me so I but I didn't realize how important that freedom was until I started getting offered deals like that and I was like oh wow I this means more to me than I thought it did so by that definition of having freedom and enough money to do what you want do you consider yourself to be a successful person I think yeah I I I do think that I've hit a point in my life where I have both of those things could I make more money and have better margins with my company of course but at the end of the day that money is really just going to because if you think about if you're trying to get better margins that means you're either have to take more from your client or more from your staff or give less to them and give more back to you and if I'm making enough money to travel to the places I want to and to live in the place that I want to you know I'm okay I I always you know I do want to be a good business person and try to you know always set goals to operate better financially but I'm not you know I'm not beating myself up over it so I I would say yeah I i' I've kind of hit that that point and I feel really happy about that and I feel like I'm in a good place to be able to provide great services for artists and still have more things to look forward to in my career as well I love it well I don't think we have a lot of 12-year-old uh fan fan girls listen to this show because they that's not who my audience is but I want you to talk to the the the person who's listening to the show that is an aspiring entrepreneur and whatever their industry might want might be and your years of experience of success in your industry if you have if you had to give a piece of advice to an entrepreneur who's aspiring to do something great and successful like you what would you what would you say they need to do more than anything now youve already said show up every day was your key so you don't get to say that one again but what is a piece of advice that you would give to them I would say remember that the teams and vendors and people around you are not you and they're never going to be as passionate about your business as you are and that's okay I mentally struggled with that a lot because I you know I was putting everything on the line like both time and financially especially at the beginning of this and I would get upset with people because they didn't yeah I didn't expect them to have the same passion but they didn't come anywhere close to that and I've just over haven't come to expect that there's no reason why they should come anywhere close to that and to just like be okay and mentally be at peace with that because I I really struggled with that for a long time and I still have my moments with it but I'm trying to be disciplined about it and understand that everyone is not me and everyone doesn't operate or be motivated by the same things that I am that's okay it doesn't mean they can't work or live or be successful in my ecosystem I just have to understand that they're they're not me well I think that's good it's a good perspective when we as entrepreneurs start businesses we have to understand that we hire people who are better at the areas where we're deficient we can't expect to clone people and I think that was one of my mistakes for a long time is that building one of my big businesses that uh you know I was trying to look for clones of me and really I needed I needed that not a clone but a um uh what's the word I'm looking for I I needed someone to compliment I need somebody to compliment me and not to to offset the deficiencies that I had and I think that's really good advice um so this is a surprise question I did I told you at the beginning what I was going to ask you and I asked you those questions but this is a surprise one I do this on purpose because I want to catch you off guard but what what's your biggest failure as an entrepreneur would you would you mind giving us a little glimpse into that biggest failure I mean I feel like I've had a a lot of them so it's hard to to find the biggest one but I would

say I don't that's such a tough question biggest fail it is it's not fair either but that's why I ask it at the end no I mean I mean I mean I made a a lot of mistakes I don't know if this is a failure but something that really was challenging for me in the beginning and I think could be good for entrepreneurs starting out is understanding that when you're building out your cash flow and like having enough money to run your business and pay yourself and pay your team is that running a business especially like in mine like agency people pay you know monthly retainer and you know pay you out it doesn't operate the same as getting a paycheck in a job people pay a lot of times on a 30-day turnaround sometimes that 30-day becomes 90 days sometimes they don't pay you even though they seemed like they were going to and they signed a contract saying they would and I think that me and my business partner got ourselves into a lot of trouble in the beginning because we expected people to pay us on time and there were times where we've like over hired or felt really stressed out because we didn't we done the work but we hadn't got the cash for doing the work and there's some situations where we never got the cash unfortunately and I think that we failed ourselves by not anticipating that so I like to share that information with people so that they can plan to just know that people don't pay quickly or sometimes at all sometimes you have to like beg people to pay you sometimes you have to embarrass people to pay you you have you have to go through Great Links to get paid for a project and a lot of times has nothing to do with the performance it has to do with them holding on to their money sometimes they Mis budgeted and don't have it um but just know that it's not like a job where you get a paycheck every week or every two weeks and prepare for that prepare for the worst in that regard yeah that's good that's uh that's good and the reason I asked that question is because our I think our failures lead us to success as entrepreneurs that when we fail it's in those failures that we learn how to do something better different next time and it makes us better I think I think when you know you could probably make the parallel into the music business and the entertainment business you know when people release a song or they release a TV show or a movie that flops well you study well why did it flop why didn't work and it's there that you learn okay well next time if we do this instead of that we get better so as entrepreneurs I think your advice there your your reflection on that failure is really important is that we have to plan for the cash flow and and it's probably not until we s suffer uh from cash uh constraints that we really realize how to how to manage it moving forward well Cassie it's uh it's been a pleasure having you on the show all the way from La back here to streaming back into Nashville and your old stomping grounds um but uh thank you for being on the show I'm going to give you the last word before I do my sign off and the outro any last or final comments or words you want to say before we sign off today if you're an entrepreneur and you're not on LinkedIn make sure you are I'm coming across so many opportunities every day on LinkedIn and you definitely need to be in the mix if you're not active on there right now all right good advice well speaking of LinkedIn I want you to go check out Cassie Petri on LinkedIn and her name is spelled c a SS i e and Petri is p t r y so look her up on all social media platforms you got her on Instagram on X formerly known as Twitter Facebook LinkedIn Tik Tok you can look up Cassie Petri any of those places and if you're in the entertainment business you need to reach out to Cassie her team at crowds surf you can find them at crowds surf.com net uh we're very very happy that Cassie was on the show today and I want to remind everybody as a listener is that the reason I'm bringing people on the show like Cassie is to give us a glimpse into how individual stories in different Industries as an entrepreneur kind of all are the same everything has got its own Nuance everything's got its own little detail But ultimately it all boils down to the same stuff just like what she talking about you know show up every day that was her key and many people say well yeah just show up take action she said said that her definition of success is having freedom and having enough money to do what she wants when she wants where she wants lots of people say that so it doesn't matter what industry you're in it doesn't matter what business you decide to start the principles of being successful and the root of all success goes back to the same things and that's what this show is dedicated to so thank you for tuning in thank you for listening to this show it's hard to believe that we've got 209 or so episodes into this thing it's it's a great ride thank you for listening for subscribing remember this is also on YouTube if you haven't watched this you can see me have the interview with the guest at youtube.com theal Jason Duncan you can follow me on all social media platforms at theal Jason Duncan make sure you tune in again next time when I talk with yet another very successful entrepreneur about his or her journey to success as always I am the real Jason Duncan and Jesus is King attention business owners attention business owners feeling burnout from running your business uncertain if you're nearing burnout take our free 10 question business burnout test at business burnout test.com to discover where you stand with just 10 quick questions you'll learn how to immediately begin making changes to regain freedom and success cut your daily operations time in half improve your quality of life and prepare your business for your future exit without losing Revenue Vue or profit visit business burnout test.com now and take the test thank you for listening to another edition of the root of all success with the real Jason Duncan if you've enjoyed this week's episode visit the root ofall success.com to access the show notes and other helpful resources follow Jason on social media at the real Jason Duncan see you again next time here on the root of all [Music]

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208: The Marketing Machine Behind the Backstreet Boys ft. Cassie Petrey

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