As an early believer in the power of social media for artists, Olivia Shalhoup is the Founder and CEO of Amethyst Collab, one of the music industry's most cutting edge social media marketing agencies. There, she has led digital marketing and PR campaigns for chart-topping artists such as Ashanti, Trippie Redd, DaniLeigh, and more, as well as working alongside label clients Interscope, Universal Music Group, Def Jam Recordings, Warner Music, Sony Music, 300 Ent, and others.
Going from assistant to renowned CEO in just 2 years, Olivia began her journey in music as a concerts assistant at ICM Partners in Los Angeles. After experiencing the corporate world of music, Olivia decided to create a company that challenged the norms of how business and rising through the ranks of the music industry occurred. Since, Olivia has been an outspoken advocate of entrepreneurship in the music industry, especially for young women.
How did you get your start in music?
I began interning at Carpark Records in Washington DC. I cold emailed the founder and offered to intern, met them for an interview, and a few weeks later I was part of the team. I really enjoyed working with Carpark, it definitely sparked my love of the music industry and my appreciation for independent record labels.
Describe a day in your life as the founder of Amethyst Collab.
A lot of computer time! Ha. It’s a lot less fancy shoot days and a lot more time spent emailing, editing, and scouring the internet. The less glamorous side is what leads to results though.
Not every artist has a big budget for marketing. What are some of the most effective ways independent artists can grow their audience online without a big budget?
Social media is the best resource we have - and it just so happens to be free! Consistency will get you far.
What advice would you give to young professionals who want to start their own business in music?
Make sure you’re as excited and prepared for the business side of things as you are for the music side.
There will be days when you’ll have to chase down payments from big record labels while fronting your employees the money out of your own pocket. There are countless uncomfortable conversations that you’ll need to have on a daily basis.
Entrepreneurship is highly glamorized without acknowledging all the hardships we face. If you’re doing this because you don’t want a 9-5, you’re going to hate a 24/7.
A lot of artists blow up on TikTok but struggle to turn that into long-term success. What do you think makes the difference between a viral moment and a sustainable music career?
The ability to create great music, first and foremost. Your marketing can only take you as far as your music goes.
Running a company in such a fast-moving industry must come with a lot of challenges. What’s been the hardest part of growing Amethyst Collab?
That’s hard to say, because I truly enjoy every aspect of running Amethyst Collab. Probably attempting to have a personal life balance, lol.
Tips for anyone who wants to get into your industry
Be overly passionate! Be a little crazy! Use too many exclamation points! Pitch that big idea!
3 things you can’t live without in your bag
Ami Cole lip gloss
A portable phone battery, as every social media professional knows
Sunglasses that double as prescription glasses, cause sometimes a girl’s gotta see
What are you listening to right now?
Bad Bunny’s DTmF album on repeat, my favorite songs right now are WELTiTA and VeLDÁ but they tend to change every week.