Exeleon Magazine

Beyond the Spotlight: An Interview with Cassie Petrey

Cassie Petrey Crowd Surf


This interview is part of our Transformational series, wherein we look to interact with a host of entrepreneurs and leaders who are transformational in their business approach and style.

What according to you makes one transformational? How do you integrate the same thought into your leadership?

Transformation in most circumstances is a very slow process. At least slower than most of us would like. Showing up every day and actively caring about your company and the people it affects is 90% of the battle. If you dedicate time consistently, there’s no way you can avoid transformation. It’s going to happen as long as you give it patience and time.

Talk to us about your growing up years. What is your earliest memory as a leader that you can remember?

One of my earliest memories of being a leader is being the “director” of the theatrical “plays” my cousins and I would put on for our family. I always had ideas on which play we should do, who should be in what roles, and I would always make sure everyone showed up to watch the performance! I was probably 5-7 years old during my “play director” phase.

What has been the journey like for Cassie Petrey, from your childhood fascination for Backstreet Boys to running a leading marketing and music management firm?

The journey has been slow and steady. It doesn’t feel surreal because the process to get here has been really consistently paced. It has all seemed to happen as I’m ready for it. It’s fun to think about who I was when I was 12 years old, and I know that person would be so excited about their future. I always believed in myself, though.

This has always felt like what I’m supposed to be doing. I see the future too, and there’s still a lot more to accomplish. I don’t feel nervous about it. I know I’m on the right path and showing up every day doing my best.

Looking at this journey, what would you do differently if you were to start again?

I would try to better understand that there will be big moments you need to miss in your career in order to be there for your family, and that’s okay. In the moment, you may think it will hurt your career, but it won’t. More opportunities will always come in the future.

When my grandmother was passing, there was an important meeting that week. She told me to go to the meeting instead of coming back to see her. I wish I hadn’t taken her advice. I know she was looking out for me, and I admire that unconditional love as she was rooting for me. However, I regret taking her advice at that moment.

Talk to us about the impact of social media for artists new and old. How do you leverage these powerful platforms to help them reach a wider audience.

Social media is an incredible tool. We have to constantly remind ourselves that it’s a tool, and nothing more than that. I like to help my artists find what their goals are outside of social media and construct a plan to use social media to help accomplish those goals.

Looking ahead, what is your vision for Crowd Surf? What are you most excited about?

The overall goal for Crowd Surf is simple. I want us to keep evolving to help artists as much as possible and I’m excited for what that will look like! I didn’t know what social media would become 25 years ago, and I don’t know what our company will look like 25 years in the future. In terms of goals for the next couple of years, we want to sign a few more artists to manage and plan on launching a record label. Separate from the company, I’m also working on writing a book and I’m pretty excited about that as well.

Contact Cassie Petrey on LinkedIn.

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