Today we’d like to introduce you to Shani Sammons.
Hi Shani, we’d love for you to start by introducing yourself.
I’ve always been a creative who thrives on bringing new, fresh, and innovative ideas to teams and organizations. For years, I served in more corporate roles with big brands like Verizon, Delta, AT&T, Turner Sports, NASCAR.COM but decided that I wanted to do something in the music industry because of the creativity it offers. Right after I graduated from Georgia Tech with an MBA, a friend of mine (Jennifer Nettles – Sugarland) signed a major label deal with Universal Records/Mercury – Nashville. She brought me on to head up social media and run their VIP fan experience. I left my corporate job and hit the road with Sugarland. We toured with Keith Urban, Luke Bryan, Little Big Town and many other great country acts. The experience allowed me to launch some of the most creative fan engagement campaigns across the country music genre including fan Twitter scavenger hunts, digital origami puzzles for record releases, and more.
After touring with Sugarland, I launched my own marketing and social media agency that supported new and well-known artists and pro-athletes like – Sean Kingston, Styx, Mama Jan Smith, Elena Delle Donne, Cole Taylor, Sonia Leigh, consulted for AT&T’s music marketing team, and many others. Today, I still own the marketing agency and consult for smaller artists looking to grow a social media fan base but I also lead Delta Air Lines global internal social media strategy. Additionally, I teach a social media class at Georgia State University that focuses on the music industry and entrepreneurship. Throughout my music marketing career, I’ve also served on the board of Georgia Music Partners and The Recording Academy. Pairing big brands like AT&T and music has been some of my best work as I believe that brands stand out when they have a carefully planned music activation strategy incorporated into the customer experience and marketing.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
No, it hasn’t. Learning the ropes of the music business can be quite overwhelming as it’s a very busy and complicated industry. So, I learn something every day.
Additionally, social is constantly changing and evolving. Staying current with what’s hot is a full-time job in itself.
I would also say that when first starting out, creating a strong brand for myself was one of the most challenging parts of growing my agency. I was constantly on the road to Nashville and LA meeting with agencies and managers presenting case studies to prove why they should sign with my social media marketing company. I had many doors shut; however, many took a chance on me when I was first starting out that I’ll always be thankful for.
Finally, working for yourself isn’t easy. Every day is a hustle with long days and late nights, taking care of your well-being, and continuing to evolve and stay ahead. Perhaps, that is why I keep a full-time role with Delta and now consult for artists and brands who need more of a strategy and directional focus.
Can you tell our readers more about what you do and what you think sets you apart from others?
Some of the most interesting consulting work in my music career has been working on projects with AT&T’s music marketing team. At the time, AT&T launched a new music channel for Direct TV called “Country Deep”. My team was challenged with launching social media activations to amplify the new channel but to also drive more engagement around the artists we were partnering with to market the content and channel. My role also included partnering with CAA and WME (both agencies) to select artists that aligned with AT&T’s overall brand for exclusive artist interviews, performances and onsite activations for the yearly country music festival in Nashville – CMA Fest.
So, before we go, how can our readers or others connect or collaborate with you? How can they support you?
I love collaborating with other creatives and they don’t have to come from the music industry. There are so many creatives out there today doing really impressive stuff with non-profits, small companies, and even when it comes to healthcare. From coffee meet-ups to having a cocktail in a unique restaurant or bar – I like different atmospheres where creativity is stimulated. Of course, a good recording studio is a good place to collaborate on social media campaigns as well. We’ve got some industry-leading one’s right here in Atlanta. I’ve also designed some of my best work from the seat of an airplane flying 500 mph in the air.
Contact Info:
- Website: http://www.TheSSMG.com
- Instagram: Instagram.com/ShaniSammons
- Twitter: Twitter.com/ShaniSammons
