Editorial - Interviews

Laura Giles has a background that includes comprehensive marketing, project management and event planning work for a range of entertainment and advertising projects.  She and partner Hannah Kang founded MusicBusinessPolitics (MBP) in 2002 and have worked with an extensive client list to develop innovative programs and events.  She also oversees operations for Sho’Nuff Records (label founded by Jazze Pha, launched Ciara, Cherish, Lloyd) as General Manager and has helped develop the company’s full artist roster as part of a JV deal with Capitol Records.

Website: http://www.musicbusinesspolitics.com 

  What is MBP (MusicBusinessPolitics)?

MusicBusinessPolitics (MBP) is an entertainment driven marketing firm that specializes in event production, brand development and media-based promotions. We have worked with a broad range of corporate and entertainment-based clients, including the following: General Motors, Usher, Jay-Z, T.I., GQ, Red Bull, Arista Records, Dodge, Beyoncé Knowles, Young Jeezy, Diageo, Remy Martin, the Neptunes & Jermaine Dupri.  With our events, we aim to push the boundaries of typical themes and we are known for extremely unique event décor and invitations.  My business partner (Hannah Kang) and I both run record labels as well so we easily bridge the gap between the entertainment world and more traditional marketing strategy. 

Where do you see MBP in the next 5 years?

In the next five years, I would like to continue to expand upon the scope of campaigns that we develop to build broader marketing programs for our clients.   To me, this means capitalizing upon emerging marketing tactics (internet marketing, new technology, new event industry tools, etc…) to achieve client goals and reach targeted consumer groups.  We will also continue to incorporate the hottest artists and entertainers in our programs.

What are some of your main challenges in what you do?

I definitely feel that the largest challenge for us is budget-related issues.  After September 11th, the event and hospitality industries took a big hit and there was definitely a slow down that lasted for a few years.  Along with the changes in the entertainment world, this means that big budget events and programs became less prevalent.  In the past few years, due to changes in the dynamic of the urban entertainment world, many corporate sponsors have become more hesitant about committing funds to event, tour and related program sponsorship.  Additionally, the ongoing changes to liquor laws and nightclub policies in various cities has also affected our business at times. 

Is it a lucrative business or is it more a overtime deal?

Event planning can be an extremely lucrative business but it definitely requires an extensive work ethic and unconventional schedule.  To some extent, we are always working to promote our business because the relationships that we make and maintain in the industry significantly affect the success of what we do.  Compared to a job in the normal non-entertainment world, we definitely work way overtime.  As long as there is some sort of steady progress, which there definitely has been with MBP, the extensive amount of work required can tie into an extremely lucrative career. 

How do you feel about the todays state of the entertainment industry, do you think it has changed, if so what impact did it have negative and positive?

I started working with entertainment a decade ago and the industry has undergone significant changes since then.  I feel like the current industry practices are much more financially responsible than they were a few years ago.  Urban entertainment really hit a peak in the mid to late 90s and expense accounts, advances and artist budgets, video costs and other budgetary items got out of control.  Once sales started declining and labels saw the profit margin shrink or disappear, they started operating more like traditional businesses with strict accounting protocol.  In some ways, this can be seen as both positive and negative but it has definitely made a big impact on the day to day processes that I deal with. 

Why did you choose the entertainment industry?

I didn’t necessarily grow up with aspirations to be in entertainment.  I have always aspired to work for myself and I definitely think this industry is conducive to that so it was always a good fit for me.  I started by working at my college radio station and things just grew from there… moved on to working @ a record label and studio and have maintained work in the industry since then. 

Is the entertainment industry as demanding as it is being portrayed?

That’s a complicated question – I am assuming that this refers to how it is portrayed by executives like Puffy and Russell Simmons (in interviews and memoirs) as well as how it is portrayed in the media on reality shows (Making The Band, etc…) Honestly, I feel like a lot of those portrayals reflect the level of demand in this industry in a pretty one-dimensional way and make it seem like the hustle mentality is all it takes to make it.  In reality, it takes years and years of focused hustling to make real progress in entertainment.  What we deal with as business people in entertainment is totally different than what artists, producers, songwriters, etc… experience.  Granted, the creative side of things requires a lot of work but it is a very different scenario. From a business perspective, this industry is so subject to consumer and technology based trends, it becomes demanding for anyone involved to continue to adapt to maintain success.  In order to achieve longevity in the industry, I definitely think that an individual must put in years of dedicated effort and learn by trial and error.  Over the past few years, it seems to me like everyone I meet claims to be in the entertainment industry so, obviously, it doesn’t take much effort to be a part of the industry in some way.  A lot of people don’t understand the type of demand that comes along with building something in the entertainment world.  You have to be willing to have a totally untraditional schedule and deal with things that would never be considered acceptable in corporate America.   

If you could change something that would make your business much easier what would it be?

We have dealt with and overcome so many obstacles so there isn’t one thing that I can identify that would make things easier.  I definitely think that our limited availability (due to our busy label schedules) poses some constraints but we always seem to achieve whatever we set out to do.   I guess in that respect, what I would need to change would be the amount of time in each day J

What is the biggest accomplishment MBP achieved to this date?

I feel that our biggest accomplishment has been taking extremely creative and untraditional ideas and bringing them to fruition in a way that meets client goals.  With our events, we have completely transformed venues to create a unique experience for guests and clients.  If you talk to anyone who has attended our events since the beginning, they can tell you how our comprehensive approach takes our events to the next level and makes them extremely memorable (we hear it all the time.) 

What are some of the skills or traits one must possess in order to do what you do?

The ability to multi-task is probably the most important skill that is required for event planning and entertainment work in general.  I also think that a proactive attitude, patience, and serious dedication are required to make it.   In terms of educational skills, I think that standard business studies (accounting, presentation design, marketing, etc…) can be extremely beneficial for whatever side of the business someone wants to pursue.

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