Perfect Mix: Style, savvy, and killer instincts have these women in the music industry headed straight to the top.
By Allison Tanenhaus via Northeastern Magazine
Photographs by AP Images: Brian Ach, Tony Avelar, and Joe Howell
Genevieve Jewell, BA’06
Artist Manager, The Collective
Artist manager Genevieve Jewell always knew music and business were her callings. And Billboard Magazine recognized her flair for spotting and showcasing talent when it named her a top “30 Under 30” music executive just two years after graduation.
At Northeastern, a class in artist management set the stage for the management and marketing major and music industry minor. And two high-profile co-ops sealed the deal: first riling up fans on a marketing gig with the Boston Bruins, then working with managers for artists like Avril Lavigne and Barenaked Ladies at record-label Nettwerk’s Los Angeles office.
Her colleagues at Nettwerk knew a good thing when they saw it and created a social media and digital marketing position just for Jewell when she graduated. Her mastery of digital promotion continued for artists such as Faith Hill, Keith Urban, and the then-unknown Lady Antebellum on her next gig as manager of new media marketing at Boorman Entertainment in Nashville.
Now, she’s running the Nashville office of entertainment company The Collective, with her pick of artists to sign and promote. Her latest find: emerging rock star Tyler Bryant, who—thanks to Jewell’s efforts and connections—shot to stardom contributing to the score of the hit film Abraham Lincoln: Vampire Hunter. He recently made iTunes Single of the Week.
Triumphs like these keep Jewell energized. “In today’s industry, it’s not enough to be really talented. Artists have to be hungry and have the work ethic to go out on the road, form relationships, and deliver,” she says. “And I have to feel like I can think outside the box, turn them into a brand, and make them the biggest stars possible.”