About Level Music
Level is a music and technology company focused on building a community and tools for the next generation for musicians. Our distribution platform is inspired by the spirit of independent artists and has grown alongside artists, like Remi Wolf, Omar Apollo, and Huron John, who have now gone to sign to major labels.
Jon 's Bio
I am a tech-startup aficionado with a passion for creating value in the entertainment industry. I work to engage and educate artists to help them reach their full and desired potential. I currently serve as the Director of CRM and Data at Level, a Warner Music Group company, and as the owner/executive producer of Moon Village Music, a music discovery channel on YouTube.
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Growth marketing is more of a philosophy for me. It involves creating and scaling a sustainable business. It’s a dual focus on both increasing the number of new customers while retaining the ones you already have.
Interview
When and how did you get your start in marketing?
I fell into the Utah startup crowd as I was finishing my undergraduate at BYU. I just started doing basic PR for a Kickstarter project that became very successful, and caught the “startup” bug. I went on to become a web developer at Qualtrics, but soon found my way back to marketing when an email position opened up at a local startup called Needle. From there, the rest is history.
What do you love about your role?
I’m pretty picky about my “roles.” Whether I’m starting a new venture, or working for an established one, I lean toward roles that allow me to be curious, stretch and flex my skill sets, and always be learning something new. When I get to straddle the strategy of marketing communications and the nitty-gritty details of data engineering, I’m in a great place.
What does growth marketing mean to you?
Growth marketing is more of a philosophy for me. It involves creating and scaling a sustainable business. It’s a dual focus on both increasing the number of new customers while retaining the ones you already have.
What do you like most about using Iterable?
I love, love, love playing with Iterable’s API and tapping into what information I can send and receive. I also love tinkering with Handlebars code in emails to try and deliver more personalized email experiences.
Besides Iterable, what are the other tools in your marketing toolkit? How are you leveraging them?
I work for scrappy startups, so my toolkit varies from company to company. However, I love Profitwell for tracking MRR, Google BigQuery/Data Studio for storing and displaying data (for cheap/free at smaller volumes!), Figma for design/prototyping, and Google Sheets for crunching numbers and writing custom functions/codes in Script Editor. Really I’m a huge fan of anything Google Drive-related.
Where do you go to learn about the latest marketing trends and technologies? (websites, podcasts, etc.)
HubSpot (sorry!), The Verge, Wired Magazine, and the occasional eMarketer report (so. dense.). I also subscribe to Music Business Worldwide because it’s industry-specific to me. For broader trends, a simple Google search does the trick (i.e. What’s a TikTok??).
What advice would you give your high school self?
HAH. It gets better, dude.
If you weren’t a marketer, what would you be?
Who is anybody without marketing? It’s the core skill that you need to really get anywhere in life. But seriously, perhaps I’d be a sustainable, creative architect, a la mode de Frank Lloyd Wright. I’m very into the nexus of form vs. function.
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