Work: 5 Reasons I’m Joining Yep Roc Records

16 comments Written on January 31st, 2011 by Karlie Justus
Categories: WORK

Speaking of risks and changes…

When I told my manager Jeff Cohen at Howard, Merrell & Partners that I was tackling a new adventure in the music business, he had one request: Pull a Kipp Bodnar and title my announcement post¬† “5 Reasons I Am Joining Yep Roc Records.” We laughed, of course, but it’s only fitting -¬† Kipp was the reason I joined the full-service agency’s social media marketing department in the first place.

Since I made that jump, Kipp moved to HubSpot and Jeff took over Kipp’s role at HM&P, but I continued to learn from both of them, the agency and countless others in the Triangle’s social media and public relations community. After getting my start (and having a blast) at the N.C. State Fair, work at HM&P forced me to apply social media to a broader range of industries, focus on strategy and execution, connect engagement to lead generation, and remember that social media must exist as part of an integrated approach. I also was able to contribute to Social Media B2B, a website both Kipp and Jeff started to explore social media’s role in business to business companies in social media.

At the same time, I was also becoming a part of another community. For the past two years, I’ve been a contributing writer for The 9513, an independent country music blog with a very unique approach to country music criticism and coverage. I’ve gotten to know some of the most articulate, smartest people there that I’m proud to call editors and colleagues. Along the way, I’ve also gotten to film a show for CMT, host a weekly music news radio show, be a part of the Nashville Scene Country Music Critics Poll and explore music and artists in an entirely different way.

That’s why my new position as Social Media Project Manager for Yep Roc Records is so exciting.

In true Kipp fashion, here are five reasons I’m joining the Yep Roc team:

1. Explore the business side of the music industry

One of my favorite classes on college was a music business management class I took on a whim my last semester. The class was taught by the two former managers of Hootie and the Blowfish, both NCSU grads themselves. It was a whirlwind overview of everything from publicity and radio to DIY and royalties, and I thought it was awesome. I’m really looking forward to learning the ins and outs of delivering music to consumers.

2. Leverage my experience in social media

As the social media space continues to evolve, so do the channels on which users seek out information and news, the manner in which results are reported and the ways social media marketing can support overall business goals. I’ll be using my experience in content creation and management, community engagement and campaign integration to assist the label and its artists.

3. Work to better connect social media engagement with lead generation and sales conversations

For a writer and media relations gal who fell into social media, this started out as an unfamiliar concept. In my time at HM&P, I spent a great deal of time thinking about these metrics, and in my new role I’ll be connecting online engagement with sales in an industry struggling for viable digital sales models.

4. Expand my definition of good music

Selfishly, I’m looking forward to being around talented, knowledgeable people with great taste in music.

5. Find my niche

At a recent Triangle Social Media Club meeting on social media influence, we discussed the importance of finding your niche in the online world and bringing your experience and expertise to that field. Between internships, jobs and freelance work in fashion, art, government, design and B2B social media, I’ve been lucky enough to learn about and participate in a variety of communities, business and organizations. I’ll keep my hands in many of these areas but continue to work toward the best role for me.

Thanks to everyone who has been a part of this journey. I’m excited for the challenge and the opportunity.


16 comments “Work: 5 Reasons I’m Joining Yep Roc Records”

Congrats and best wishes, Karlie!

What!? You don’t work at HM&P anymore?! If you’re leaving, I’m leaving too.


This is an exciting opportunity. They are lucky to have you!


Congratulations! You will ROCK the new job :) Let’s grab drinks to celebrate!

Thanks everyone! I really appreciate it. 2011 is going to rock. Sort of literally.

You are an awesome writer. Perfectly put. You will do amazing…but I’m stil allowed to be selfish and pout for a little bit that you left me :-)

Congrats on the new gig!!!

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