Music Promoter

You don’t need to be an influencer to work in their world. Perhaps you can help them promote themselves, while earning money for yourself at the same time. 

EARLY CHILDHOOD

GH had always been interested in music. At age 12, he prepared a business plan for high-tech earbuds, which he presented to his father. Four years later, GH was a paid music manager for an underground hip-hop artist and also for a D.J. act. 

CHALLENGE

GH became addicted to cocaine. He completed a rehab program and has been careful to totally avoid such drugs thereafter. 

FORMAL EDUCATION

At age 20, GH dropped out of college to pursue music management full time in Las Vegas. 

CAREER PATH VARIES WHILE MUSIC REMAINS ITS FOCUS

GH and a friend who had been an Influencer, noticed how social media algorithms were starting to shape and perpetuate the habits of young listeners. So, they formed a business (VRTCL), which they promote as “the first Tik Tok Agency started by Creators on the hunt for brands to partner with and run campaigns correctly.” As their website notes:

“Tik Tok provides a perfect platform for any song or brand to get organic promotion. Aside from Influencer marketing, VRTCL can help you with TikTok’s growing range of ad options and can ensure your brand on how to safely use the platform.” 

PROMOTING TIK TOK CREATORS THROUGH MUSIC

GH’s agency is hired by major record labels to make songs go viral on TikTok through remixes, mash-ups, meme-able chorus snippets, creator partnerships and other algorithmic alchemy. 

Explaining his creative process, GH “usually starts with the lyric sheet to see if there is maybe a trend we can capitalize on or maybe a creative idea around the beat.” For one project, GW created devil-themed makeup tutorials and interpretive dance routines set to the track. He also works with vintage hits, one of which has been featured in more than 279,000 TikTok videos including sunset selfies, boba tea tutorials and cyst removals. “The right music makes influencers feel part of a cool and cultured moment, and they like showing that off to fans” said GH.

GH’s website: vrtcl.video; email: [email protected], telephone 661-772-7229

________________________________________________________________

(Editor’s note – This brief career story is based on a news article written by Alex Hawgood and published by the New York Times on 1-16-22.)