Connecting Creators and Social Impact with Fans | Innovating Music Podcast

2 min read
Jeremy Gruber, Friends at Work

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Innovating Music Podcast

Tech is changing music. Listen to innovators, change agents, entrepreneurs, creators, and researchers who all are making big leaps, nudging change, creating differently, or watching what is happening from a unique POV. Dr. Gigi Johnson from the UCLA Center for Music Innovation explores with our guests how tech is transforming how we create, collaborate, and create communities around music in a connected age — in our home towns and in communities across the globe.

This Episode

Jeremy Gruber enjoys connecting artists, creators, and social impact forces directly with fans. He shared his adventures with Friends at Work, working with not only John Legend and Lindsey Stirling, but also emerging artists. We discussed the current state of streaming, playlists, and algorithms. He also shared his adventures in launching the music ad platform

Guest: Jeremy Gruber, Head of Digital Marketing & Strategy, Friends at Work; Partner,; Adjunct Professor, USC Thornton

Jeremy Gruber is the head of Digital Marketing & Strategy at Friends at Work, representing artists including John Legend, Lindsey Stirling and Raphael Saadiq. Jeremy has spent over a decade working with artists at all levels helping them grow their brand and businesses by bringing together traditional marketing with the latest technology. Both of his parents are classical musicians and music teachers and he picked up electric bass at 14 launching him into his passion for all forms of music. After graduating with a degree in Music Industry from USC, Jeremy started his career in artist management and marketing helping to manage the wine label, public speaking and corporate career of legendary drummer Mick Fleetwood at the boutique firm Sabre Entertainment. Jeremy went on to run digital for 10th Street Entertainment and Eleven Seven Music working with marquis rock bands including Mötley Crüe, Papa Roach, JET and Blondie. In 2010, he joined the leading independent label Concord Music Group helping to establish the direct to consumer team and later building the digital marketing & strategy department – there he worked closely with established legends like Paul Simon, Paul McCartney, Gregg Allman and James Taylor as well as up-and-coming stars including the launch of Nathaniel Ratliff & the Night Sweats. In addition to his artist marketing work Jeremy is an adjunct professor at the University of Southern California’s music industry program and is a partner at the marketing tech startup

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