Top of the Mountain: A Musical Journey Through the Seasons
In a captivating conversation on Super Awesome Mix, Tori from Kelzana Artist Management shares her journey from Wall Street to the music industry and provides profound insights into artist branding and career development.
Tori's path to co-founding Kelzana Artist Management reveals the power of following one's passion. Initially handling booking for her now business partner Kelsey, Tori's enthusiasm for marketing and strategic thinking quickly expanded her role. The pivotal moment came at LAX airport after attending the Grammys - Tori realized she never wanted to return to her Wall Street job. She quit on the spot, committing fully to the artist management path. This bold decision exemplifies the courage needed to pursue authentic career goals, something many creative professionals struggle with in today's market.
The heart of Kelzana’s approach lies in their comprehensive understanding of artist branding. Tori brilliantly frames branding as storytelling, comparing an artist's brand development to crafting a movie. "What is the plot of their brand? Who are the characters? Are they the tragic hero? The rebellious protagonist?" This cinematic approach helps artists create coherent narratives that audiences can connect with emotionally. Tori emphasizes the crucial distinction between marketing (which touches the surface) and branding (which goes deep), highlighting how many artists post content without understanding the "why" behind it.
Perhaps the most actionable insight from the conversation is Tori's observation that "Nobody's really looking to discover new music. They stumble upon it, but they're not actively like 'who's new now? Stream my music!'" This critical understanding shifts the focus from asking fans to consume music to entertaining them with compelling stories. Artists who grasp this fundamental principle can transform their approach to content creation and audience engagement.
Kelzana business model demonstrates the value of meeting artists where they are in their careers. Their tiered approach - offering artist services to build foundations before potentially transitioning to full management - creates a natural progression that builds trust and results. By focusing first on essential elements like brand identity, live performance skills, and social media consistency, they ensure artists have the necessary infrastructure before scaling up.
Tori's personal journey back to her roots in the Blue Ridge Mountains parallels her professional philosophy. Initially resenting her small-town upbringing, her global travels and city experiences ultimately deepened her appreciation for her origins. This evolution mirrors how artists must embrace their authentic stories rather than conforming to industry expectations. As Tori poignantly expresses through her 'Top of the Mountain' mix - itself a journey through seasons of life - understanding where you come from shapes where you're going.
For artists navigating today's complex music landscape, the conversation offers a roadmap: define your story, understand why you're creating content, entertain before asking for consumption, and build foundations before seeking rapid growth. As Tori prepares to return to Georgia after years away, her message is clear - authentic storytelling rooted in personal truth is the cornerstone of sustainable artistic success.