Surviving the Social Media Evolution | Cassie Petrey

Watch the episode here

VeeCon

 

Episode Topics:

• Behind the scenes of marketing for the icons
• Value in the appearance of things
• What people see matters, even online
• Don’t not try, because you think you won’t be good
• Social media evolution

 

Rick Jordan  

What’s shakin’, hey, I’m Rick Jordan today. We’re going all in. I have one of the best guests ever for you today. This amazing woman is behind some of the most iconic artist’s social media marketing, including, like no joke, the Backstreet Boys, and Britney Spears community. I’ll cut that part out because I can’t I just didn’t even pronounce the name right. Camila Cabello. Maybe I won’t know just sounds funny. An original fan girl whose tween admiration for the Backstreet Boys led her at age 12 to create a newsletter. That’s where all this started, and I am pleased to welcome a Forbes 30 under 30 Cassie Petrie, what’s shakin’?

 

Cassie Petrey  

 

Hi, thank you for having me. And thank you for the nice intro.

 

Rick Jordan  

 

It’s, you’ve got so much that you’ve done so much that you’re doing it’s incredible. And, uh, you know, how do you do that? Because I mean, I read maybe like, a fourth of your bio, you know, is the intro. I get that to that, like, I spoke at V con this last week? And they’re like, Hey, can we just like say this about you? Because we like this and not read the whole thing? I’m like, Absolutely. That’s what it’s there for. But how do you even choose what to put in yours?

 

Cassie Petrey  

 

Well, I mean, the bio writer helped me.

 

Rick Jordan  

 

Like I didn’t somebody else did.

 

Cassie Petrey  

 

Seriously, sometimes when I’m having problems making decisions, it’s just easier to have somebody else do it.

 

Rick Jordan  

 

Yeah. We’ll just like, read what I read.

 

Cassie Petrey  

 

Yeah, exactly. But yeah, just you know, have somebody else do it, especially when it’s about yourself. It’s really hard. Like, I can help other people all day long figure out like, what should go in their bio, what should go into the Instagram bio, what they should and shouldn’t put on their website. But when you’re doing it for yourself, it’s different. It’s you really do need extra perspective is

 

Rick Jordan  

very strange, isn’t it? Trying to do that for yourself? Because I was on news nation yesterday. And they’re like, What do you want your lower third to say? As we have, we have the founder and CEO of Reachout Technology. I’m like, What am I talking about? They’re like, Well, today, we just want you to talk about just anything general in the news like, like the person who wanted the screaming baby off the plane. I’m like, Well, I don’t think reach out. Technology’s gonna match that. Like, Well, how about hosts of the on podcast? And like, I suppose, like, it’s like, what do I say about myself? How do I describe myself? I get you totally.

 

Cassie Petrey  

Yeah, it’s Yeah, other people’s perspectives can really help in this

 

Rick Jordan  

situation. No, no, no joke. The funny thing is when I went on there, Laura, third, did cybersecurity experts, something I didn’t even tell them to put on there. But they just threw that up there anyways, do you ever had that? Have you ever had somebody just like throw something completely irrelevant? About you? Like out of context?

 

Cassie Petrey  

Yeah, abs I mean, absolutely. Especially with I think it with my clients about media. So quick, so fast. So short form, there’s, you have such little time. And so things because you have lack of time and lack of space on screens to now because, you know, we used up big TVs and our on phones and have more space. I think there are more and more misunderstandings, misunderstandings, and things taken out of context than ever before. It’s definitely a challenge that a lot of people are facing right now.

 

Rick Jordan  

No doubt, no doubt. See how we make it all work for our conversation with what you do. I like that. Yeah, absolutely. So I’m looking at you right now, obviously, and you’re looking at me, you’re in a hotel, it looks like where are you at what you’re doing today.

 

Cassie Petrey  

So I’m in a hotel, I’m actually in a hotel in Los Angeles. I you know, work from home a lot of days with, I have a boyfriend. He’s a music producer, but on days where he’s like recording live instruments, I can’t do zooms from home because even though you know, the studios, you know, closed up and isolated and that sort of thing. I’m still with you would hear drums right now, for sure.

 

Rick Jordan  

Well, that can be fun, I can break out my guitar.

 

Cassie Petrey  

Yeah, and a lot of times I work at we work. But if I’m doing zooms or podcasts, I find that the sound is not very good, because the rooms are like glass and bouncy. So I actually use de use.com A lot of times as my office too, especially if I’m doing things that are more audio-focused because I feel like that’s a better fix on the go than using an empty office space just because there’s never enough things in the room to absorb sound and it gets super echoey so I’m actually not traveling anywhere I use this.

 

Rick Jordan  

That’s awesome. I’ve done the same actually being on a like a trip somewhere with family and you know, I got a call because it was a big hack. I am a cybersecurity expert, but I gotta it was Bloomberg Shatter and Newsmax that I appeared on in one day during this big breach. And I did the same thing. I literally went and just rented a soap because we had a villa right and there was nowhere really private in the multi-bedroom villa to do these huge nationwide TV appearances. So I went down the street to the JW and just rented a room. That’s it didn’t sleep there. anything just to do the appearances because it was quiet?

 

Cassie Petrey  

Yeah, I do that all the time de use.com is great for that. I use it a lot for those kinds of situations. And when I’m on vacation with family or my boyfriend, like, especially going to Hawaii, for example, sometimes I call it or, you know, mainland there 5 am Yeah, and I don’t want to disrupt our villa or house or whatever. So sometimes I go get a separate hotel room, just for that purpose. And especially in a place like Hawaii, they don’t have co-working spaces, at least not on the side of Maui, I’m staying, for example. So the hotel, we’re really is kind of the only option, you’d have to do a call where you don’t want it to serve everybody else.

 

Rick Jordan  

Yeah. Right on. That’s, that’s a cool point. You know, and I’m curious as to how this transitions over into media to like Tiktok, or whatever, because there’s, there’s a quality of course, you know, there’s a quality and having the raw, the real, you know, as like the RT AL Not the R el that was used to post everything but a nice little pun. But yeah, the real, the, the reality, how about that of the year in a hotel room, I’m betting a hotel room, we can use day use.com or whatever. But at the same time, there’s value in the appearance of things still, I mean, if you look at somebody like Gary Vee, it’s like, his stuff is gritty, but it’s intentionally gritty. There’s still the intention that goes into the content that he produces in the way that it looks. What trends are you seeing and what can you add to that?

 

Cassie Petrey  

Yeah, I think guarantees are a good reference. Because it’s interesting, we’re actually probably not seeing what most of his day-to-day life looks like. Because it’s too glamorous. And that doesn’t lend itself to the brand. Like we’re not seeing, I’m sure he’s on jets, I’m sure he’s in really nice hotel rooms, I’m sure he’s, you know, he has a bunch of different luxuries in his life, just by default. I’m not saying he’d like overspending or anything, but just by default on being able to do the amount of things that he’s doing and to be able to stay comfortable. And that’s purposefully been omitted because that doesn’t lend itself to the message that he’s trying to share with people. So, you know, I think that that’s, you know, really interesting, but yeah, I think, you know, this kind of stuff comes down to the branding in general, branding is really important. And artists branding is really important for like individuals and, you know, celebrity executives like Gary Vee, and, you know, podcast hosts, like yourself, and all different other types of people. And I think we’re just because we’re in a position in the world right now where everything can be captured all the time because we all have a good quality phone in our hands. Now, we didn’t have that 10 years ago, we actually think more all the time about where we’re at appearance, how that’s being captured, how we edit it to go and share that with, you know, people on Facebook, even if it is only 200 people what those 100 people see can really matter. So, yeah, something we’re thinking about all the time.

 

Rick Jordan  

That’s interesting. I mean, you’re talking about Backstreet Boys, right, that is where you started with a newsletter. And those were also in the days like MySpace, right? I mean, the earliest

 

Cassie Petrey  

newsletter, I call it like the AOL era when I was doing the newsletters. It’s kind of like AOL made the internet widely popular. And then you go into, like MySpace after that. But the newsletter days were like AOL or Eros even free MySpace.

 

Rick Jordan  

Yeah. And you were only 12. And that was one. That’s, that’s awesome. That’s crazy.

 

Cassie Petrey  

Yeah, it was fun. I had like this big, thick HTML book. And I learned how to like design newsletters with it and make little mini websites. They’re horrible, but I still could like to get them up to exist. So I was proud of that. Yeah, no doubt. I loved using the Internet to connect with people and to sort of express my admiration for the Backstreet Boys. But then it also turned into admiration for other things like I’ve never had an Ashton Kutcher fan site. I actually found it recently. And it’s still up, and it’s terrifying. And I would have no idea how to get it down.

 

Rick Jordan  

Right, everything on the internet lives forever.

 

Cassie Petrey  

I know, we used to log into, like, I wouldn’t even know how to get pets. But I also like made a website about like, my favorite tacos in Louisville, Kentucky. So like, there, you know, but I liked using it to like, sort of like express my admiration for things that I thought were fun.

 

Rick Jordan  

That’s awesome. That’s a cool approach to everything. You know, because it’s in here’s a, here’s something else that I picked up. And I would love for you to speak and give me your insight on this. Because I, I see so many that will try to go on and produce something, right? But they feel I just had this conversation with somebody the other day, you’re like, I’m trying to do what my audience is going to want. I’m like, Dude, there’s some value in that. But at the same time, like, you’re not going to blow up unless you’re literally just being who you are. So So why would you try to like put content out there that you think people will want? It’s like whose head are you in besides your own?

 

Cassie Petrey  

Yeah, and that’s just not a good reason to do content. Because if you’re making content because you’re because you think other people do You know, we’ll, it’ll resonate with other people like, they’re, you know, there’s some good in that this sense of maybe you’re trying to help people you’re trying to teach people. But at the end of the day, if you’re doing something because you want other people to like you that, you know, take the internet aside, that doesn’t work out well, for people, if you’re doing something, because you think other people want you to do it, you’re not going to like yourself, you’re at some point, you’re going to make decisions where you prioritize other people over yourself, and you kind of lose who you are. And, you know, again, I like to take the internet out of equations A lot, a lot of times, and just kind of compare it to, like, general philosophies. And in real life, and if you’re doing stuff for other people all the time, you’re going to lose yourself in your extra polygons to lose the people that are following you.

 

Rick Jordan  

At some point, because it’s going to be the same thing over and over. Whereas, as people, we change constantly, you know, we evolve

 

Cassie Petrey  

globally. Absolutely, we evolve all the time, I changed nonstop. And I think, you know, I used to, like kind of feel like I didn’t know who I was, or, you know, know myself because of that, but then I realized part of me is that I change and evolve non-stop that’s like, who I am, you know, I sort of struggled with a while, you know, for a second, I was reading all these, you know, self-help books, and there’s are a lot of good things and self-help books. And, you know, a lot of you know, there’s a lot of self-help type of content to that kind of, you know, you know, on the back of self-help books and feel like that was really my algorithm at some point. And, you know, a lot of those things talk about like, routine and how important that is. And I realized I’m not, I’m like a, I’m a phases person versus a daily routine person. And I think once I accepted that I stopped chasing all these, like, habits that didn’t make me happy. And I feel I feel much more peace about that. Because I’m just not going to be the person that wakes up and meditates every morning. And no, that’s great. For some people, that’s just like, not who I am. I might go through a phase where I do that, but that’s not going to be me every day forever. And I’m, I’m okay with that. Yeah, right on,

 

Rick Jordan  

I appreciate that. That authenticity perspective that you have, because it’s, uh, that’s all it is. I mean, I can’t even look back at even let’s just say this show, right when I first started this, because I mean, it’s 360-something episodes now, you know, four years old. It’s been, it’s matured, you know, and I take a listen to the, to the first episodes, and even though I had a branding agency, it was still like, I was being fit into this box that when I listened to, that they wanted me to be, you know, and it wasn’t really until I started not caring about that, and just be like, Hey, this is me. You know, this is I’m doing well, like even today, when I said the artist’s name wrong, right? We’re not going to cut that and post because it’s just, it’s just funny. I’m human, I frickin make mistakes when we’re on stuff like this, you know, and it’s just how it is we just roll past it. It’s like, I’ve taken a company public, and you’ve done amazing things with big artists, but we’re still freaking people.

 

Cassie Petrey  

Yeah, we still make a lot of mistakes. And there are things that there’s always something that everyone hasn’t done before, right? So we’re always gonna be like, trying something new for the first time and not have experienced at it is not good at it. And that’s okay, doesn’t matter. You know, how great you are at one thing, it doesn’t mean that you’re automatically more experienced than everything else. Yeah, fine. No joke. I’m really bad at most things. And I think sometimes I, you know, don’t do things that I want to do because I feel like I’m not going to be good at it. But it’s, you know, something that I’m, you know, currently working on getting over in a lot of circumstances, because that doesn’t mean I shouldn’t try just because I’m not going to be good at it. I feel like sometimes I get this sort of complex feeling. Like I have to be good at everything I’m doing. And that’s just that’s ridiculous. And nobody will ever be able to do that. So just do the, like, mental psyche around that is this part. I think for me and a lot. I’m sure a lot of other people can relate to that as well.

 

Rick Jordan  

Right on right on. Now. Let’s kind of shove that into the big-time artist’s arena, you know, everything that we’re talking about, because let’s be real, I mean, even every, every human being has an ego. But a lot of the big artists, they’ve got like exponential egos, you know, there are some really, really down-to-earth ones that exist, but then there are other ones that are like, I’m the greatest, you know, I mean, I won’t say any names on say, Sorry, excuse me, I had a bit of a cough there. But how do you balance that exactly what we’re talking about, like the authenticity I could see artists need for performance, entertainment, and let’s be real sometimes they really do like take on a role when they take the stage. Yes. How do they how do you help them become approachable in social and other forms of media to where people want to follow them? And they can actually like them and stick around with them for a long time, not because they’re famous, but because they’re human like we’re talking about.

 

Cassie Petrey  

Yeah, so it’s something that, you know, I teach this to a lot of my staff, but something that I think is really important when working with artists is to figure out how to empathize with them. Because if we can’t figure out how they got there, in certain complex moments, we’re not going to be able to help them. So you know, you kind of have to think about this, like going on stage and playing in front of 15,000 people and then going from that to going to your hotel room and being alone. Those are so drastically far apart. And that’s such a hard high-low to come down from. And I think just acknowledging that and acknowledging like, you know, even being able to grasp, like, 1%, of putting myself in that person’s shoes, I think sometimes it kind of can make me understand celebrity’s behaviors better, and how to help them better. But I think just, you know, I’ll never be in that situation. So I can’t fully empathize with it. But even, like, trying to, and realizing that, like, what they’ve been through is not normal, I think it really helps me and my team members be able to communicate with them in a way to kind of, you know, pull the things that are human out of them, because it’s so their perspective, you know if you’re doing that your perspective is going to be war, you’re not going to view life the same way that other people do. And I think a lot of times, they don’t realize some of the things they do are human or are interesting. And we’re there to kind of help point that out and be a sounding board and reassure them that certain things that they do or don’t want to share on social media are good, or maybe they don’t have perspective, and they want to share something that they think is really great and have the best intention to were like, No, that’s not going to be received well, I don’t judge you for not understanding why it wouldn’t be received well, but trust me, it won’t be received well, but I think it starts with being able to understand that their perspective is going to be completely different than mine. And that doesn’t mean that they’re a bad person, it doesn’t mean that they’re egotistical, it just means that their life is very different. And I have to figure out a way to sort of see the world through their lens a tiny bit so we can communicate in some productive way.

 

Rick Jordan  

Yeah, I think Donald Trump needs your help.

 

Cassie Petrey  

Honestly, like, you know, even three, you know, him being in the Oval Office, I think about so many times with somebody like him or even like Elon Musk, and I’m like, if they just would have talked to me, or somebody like me, they could have changed three things in this post. And it would have like, it would have been so much more productive about that all the time, to be honest, for sure,

 

Rick Jordan  

I bet you do you see, you see the vomit of words writing like, oh, you cringe. And it’s like, that’s, like the rise and the fall of a lot of these big figures that are out there. Especially when they start tweeting, they’re on their own. They don’t have someone like

 

Cassie Petrey  

them. Like, you know, for example, I saw Elon Musk tweet something he’s like, you know, more celebrities should tweet for themselves, you know, all of them have, you know, teams or something like that. And I’m like, that’s not exactly true. Like, just because somebody has a team doesn’t mean they don’t tweet for themselves. At this point. Most celebrities are like, logged on to Twitter and posting themselves. I would say 15 years ago, definitely not the case. I was like, you know, already 10 years ago, I was begging them, please, you know, get on Twitter. And if you won’t do it, like, Can I post for you and run it by you, you know, that’s where it started. But that’s not where it really is at this point. But if he would have talked to me before he posted that somebody could have been like, Hey, I know why you think that. But it’s actually not true. Or let’s verify that, like I like to be that person to think about, I totally understand why you want to say that. But let’s think about it for a second, or let’s get a second opinion, or let’s verify that fact. Like I like to be that person. And a lot of times people don’t listen, and they say I don’t care, I’ll take the consequences. I want to do it. But I do see moments like that with, you know, people, you know, powerful people that are, you know, tweeting very strong opinions and like, oh, like your opinion would have been received the same opinion would have been received so much better if you changed, like, one little thing about how you conveyed it. So I think everyone should have like, especially if you if you’re in a position where your tweets can affect the stock market. No, you should be run by other people before they go out, in my opinion, for sure.

 

Rick Jordan  

Absolutely. Yeah, that kind of Sway is limited to very few. And I know two names that actually have that kind of sway. I mean, not even the President of the United States has that kind of sway right now on Twitter. It’s pretty incredible seeing the dichotomy between that

 

Cassie Petrey  

Yeah, absolutely. Yeah.

 

Rick Jordan  

Oh, Well, where are things going from here? You know, I’m gonna pick your brain just for a little bit because we’ve got the potential ban on tick-tock, I think Montana was the first state right, that completely banned it. We’re looking at some of the I’ve done media appearances on this, you know, and I look at it from a security perspective, but I also see it from, it’d be cool if maybe we went back to the original plan in the previous administration, this is nothing about Trump itself. It just makes sense from a security perspective that that company is owned by us owned, and because of this, the International dynamics with security. But where is all this stuff going? I mean, with Instagram with the verification from your perspective, you know, the meta verified Twitter, blue, tick, tock, all of that. What do you see?

 

Cassie Petrey  

So I’ll talk about verification first because I’m very fascinated by what’s happening right now. Yeah. Yeah. So there. So if you think about it, if you go back to the origin of like, verification, verification existed, to show that that account was not an imposter. It was not like, it was not meant to be a notoriety badge, but that’s what it kind of became over time. But you know, fast forward a decade later, we’re kind of in a position now in social media, where normal people everyday people that aren’t celebrities are getting, you know, getting their content stolen and being repositioned as fake people to being used for scam and that sort of thing. So in that perspective, I do like, verification, kind of going back to what it was actually originally meant to do, which was to be a badge that shows hey, this person is who they say they are. Exactly. Yeah, yes. Yeah. It’s actually it’s actually whoever because before only celebrities really had to worry about that issue. But now everyone has to worry about that issue. It’s kind of like I know, on dating sites, you can get verified. So kind of view it like that. I know. There are a lot of flaws in the verification system. I remember a friend of mine. Matthew Koma pretended he made his Twitter profile to be Gwyneth Paltrow verified. I think it was just kind of one it was hilarious, like when he was tweeting, but to you, I think it was to sort of prove a point that the, maybe the tech isn’t caught up with the idea. Yeah. You know, he can. Gwyneth Paltrow, there are issues. But I think the idea of it is good, I just think we’re gonna go through a lot of little battles. Before we get there. I don’t know if I agree with the idea of having to subscribe to it on an ongoing basis, I think verifying who you are, should be like, I get that there’s a cost affiliated with like technology to build that. And, you know, maintaining that from a staffing standpoint, I get that. So maybe it’s a one-time fee to get verified. And I like, again, I like to be a subscription for different tools that you can use. But I think that should be more of like, a marketing subscription versus like, I don’t think you should have to pay ongoing to prove that you are who you are on the internet. I think one-time small fee. Cool. I’m cool with the idea of ongoing subscription based services. But I think that it should be separate from the verification badge is my two cents. Yeah,

 

Rick Jordan  

I’m with you. There’s a lot that I agree with you on that, especially on, you know, the added features part of it, you know, because let’s be real, because I mean, Facebook or Instagram, whatever, Mehta, they, they did not allow just general creators to be able to access support when they needed even if they were running ads, right, they really didn’t have much support whatsoever, even though they were trying to build a business, right? I mean, even if they’re only going to do $100,000 a year, you know, or they’re making 50k a year just trying to sell an online course or something, it’s them. It’s actually that person that they’re interacting with, but they didn’t have support, you know, and they couldn’t get verified, because they didn’t have the actual notoriety that existed. But in addition to that, they had nobody to call or even email or chat to say, Help me, I don’t understand why my ad isn’t running. Or help me my account got locked out for some reason, or helped me like me at one point, I’m like, I’ve got like 18 fake accounts out there, can you please do something because every time I have my team, report them and every random person report it, I get this thing that says that we don’t see that they’re violating community standards. I’m like, they’re using all my shit. It’s my photos. That’s all it was, was this automated thing. And I’m like, come on now. So the added support, I am with you on that, you know, that we could have direct access rather than having like, like as, as individuals rather than needing an agency that was a meta media partner, that to submit that kind of stuff for you.

 

Cassie Petrey  

Yeah, and a lot of times, you know, so my agency is a partner so we have access to the portal and can you know, help with a lot of these things. And a lot of times I would, you know, if somebody had a small one-off request like an imposter or somebody hacked account, we would just help her small rate because I knew that they didn’t have another option, but I don’t necessarily want that’s not necessarily my wheelhouse in terms of clients that I want and like, I don’t want to build like, you know, billing $200 And, you know, it’s uh, I’m my business is not set up to like to do like those kinds of transactions, but I would help people because I knew that it was kind of that or nothing. So I do like that there’s been a, you know, an in-between I do understand that that is a cost per meter or for Twitter for any company to be able to have staff to do that. So I understand why that should cost money. So I, you know, I hope that that’s the direction it goes. Because if people are using it for business, I think that’s a really great feature to actually be able to have like, a support line to call or to be able to actually get an imposter account down like that. That’s really, really powerful. So I’m, you know, I hope, you know, I think there’s a lot more to sort of, hash out in terms of logistics on that. But I hope that’s where it goes. And it turns out well, for a lot of people,

 

Rick Jordan  

I’m with you. And I’ll get off the tech stuff in a bit. Because I mean, security is kind of my thing. And like I like seeing people actually verifying who they really are that you know, you’re interacting with them. You know that there are two things I’m saying like, with you, we’re talking about the scams, and now Twitter has the gold check, right, which is for organizations. And what shifted my mind because the original is like, what the blue tick means nothing anymore. That was my original reaction to everybody else. But then I’m starting to see that somebody like Verizon has the gold tick, and then all of their 20 Something accounts underneath Verizon, like Verizon business, on Twitter, Verizon, customer care, on Twitter, Verizon sales, you know, Verizon, all this other stuff, all of their individual accounts, that are now also having this blue tick, because they’re officially part of the organization as a whole. So if you get a message from like, Verizon underscore deals with a Z or something and says, Hey, I’ve got a special promo for you. And iPhone 14 Promax for 50 bucks, just Venmo me the money. That’s it, and I’ll send you the phone, it’s clearly a scam. But now you can tell just because they have that gold tick, that it’s an actual Verizon account, if they don’t have it, then you know, it can be a scam, because it’s not actually Verizon that you’re interacting with. That’s one of the beautiful things that I see about this. It’s gonna protect people.

 

Cassie Petrey  

Yeah, it will long term. And I understand that, like, the growing pains with it, but I do see a lot. I see a lot of upsides to it. I really do.

 

Rick Jordan  

Yep, we’re gonna see now too, because Gmail, Gmail released a verification system just recently for their email for organizations. So when you sit when you interact with somebody, there’s a cost associated with doing it. You know, my company is a public cybersecurity company. It costs somewhere around $3,000 a year to do this, because you have to install these digital certificates, verify your organization, all of those things. But now you’ll see because of the scams that come across an email even way more than social media, you’ll see if you have a Gmail account, you will see a verified organization or an email, somebody that has an email with a verified organization have that blue checkmark on their profile pic when you receive the email.

 

Cassie Petrey  

Yet, I really, really liked that too, because one time a staff member of mine fell for one of those scams what you know, they get one of the emails that says Hi, it’s Cassie, and I need you to go buy the gift cards. And you know, and they did it they went like spent $3,000 and bought $3,000 worth of Spotify gift cards and there’s there’s nothing I can do. Yeah, it’s a horrible situation. I’m sure that happens all the time to people. And you know, we have a whole company policy to kind of like you know, deal with that and to make sure we check the email separately a tool like that can save a lot of automatic intuition and thinking and time so I’m

 

Rick Jordan  

right on. I got a rapid-fire question for you ready for this favorite artist you’ve ever worked with?

 

Cassie Petrey  

The Backstreet Boys? Yeah, it was. Alright. My answer? My whole, like, you know, the favorite client now. But you know, my favorite when I was a kid, Forever and always,

 

Rick Jordan  

that’s awesome. Now I could say it nicely and say least favorite hours, but I’ll just say it worst artist you’ve ever worked with.

 

Cassie Petrey  

It’s interesting. I mean, I don’t know if I have like the worst artists I’ve worked with. And I don’t know if I want to publicly name anybody. But it’s interesting. I feel like a lot of times the people you would think the worst are actually really great. And some of the people you think are great are actually really horrible human beings. Well, that’s

 

Rick Jordan  

somebody that the public might have thought was really horrible. And yet they turned out to be really great.

 

Cassie Petrey  

Whoo. Let’s see what the public think is really horrible. I mean, you don’t work with a lot of comedians. And I think sometimes people who maybe think they’re tough, but they can actually be really fun. Like we did some work with, you know, like Bert Kreischer for a little bit. And you know, I think that puts a lot of people that can seem kind of like a tough client on the front end, but he actually was really smart and You know, has a lot of input and a lot of really great ideas and really fast to respond. And actually, I think probably would have, you know, maybe been better to work with and a lot of people got. So

 

Rick Jordan  

that’s awesome. Next rapid fire for you. For somebody who has zero connections, what’s the first step for them to get involved in the music business?

 

Cassie Petrey  

Always go local. That’s how I got involved. I’m from Louisville, Kentucky, and not exactly the music industry in Mecca. But I found local bands that I could help and get experience with whether it was selling merchandise at their shows, or I was helping them run their peer volume pages at the time, helping them post fliers about their show. But there’s always a local band, who is lacking resources that you can help and start building your resume that way.

 

Rick Jordan  

That’s awesome. Last question. This one’s a little more open for you. Because of this one, I’m really interested in what you have to say, I love employing women in tech because it’s a very lopsided industry from a gender perspective. And I think women just bring absolute brilliance to a lot of things that they do, what advice would you have, for women who are looking to start their entrepreneurial business, especially in social media,

 

Cassie Petrey  

I would just say there’s no way you’re going to not feel like the odd one out, sometimes you’re going to go to meetings or conferences, or even sit in first class and be the only woman sometimes. But that can make you feel really isolated and make you feel really down on yourself. But it’s really important to keep going and to stay in it. Because that’s the only way that you’re not going to go sit in first class one day and not be 5050. You just even though you feel alone, it’s inevitable. It’s going to happen a lot. Just it’s really important to stick it out because that’s sticking it out is what is going to make it change for people in the future.

 

Rick Jordan  

That’s brilliant. Thank you for sharing from your heart today. For real, that was amazing. I appreciate you being on. I would love to stay connected because you’re awesome. And for everyone else, where can they connect with you the best?

 

Cassie Petrey  

I’m also on Instagram and LinkedIn just my name. Cassie CSSI e Petri P E T R EY. And I don’t post all that frequently Surprisingly, even though I run a social media agency but I actually spend a lot of time DMing people. So if you want to chat or have a question or comment I’m I check my DMs every day and am happy to have a conversation.

 

Rick Jordan  

Cassie Petrie, everyone. She’s amazing. Connect with her follower. I love her. And you should do. All right. Thanks, Cassie. Thank you