Shows
Discover Your Talent–Do What You Love1187. Succeeding in the Music Business She Loves–But Not as a Musician Cassie Petrey is the woman behind some of the most iconic artists’ social media marketing including Backstreet Boys, Camila Cabello and Britney Spears. She is the co-founder of Crowd Surf, a leading marketing and music management firm. She’s a fan girl whose admiration for the Backstreet Boys led her at age 12 to create a newsletter that reached fans worldwide — then years later she helped seal the band’s decades-long superstardom by re-introducing them to next-generation fans. Cassie is a social media and artist management Hollywood powerhouse. She and her co-founder of Crowd Surf, Jade Driver, have been nam...
2025-07-3025 min
When They Popped - A Y2K Pop Culture PodcastThe Anatomy of a BSB Marketing Campaign with Jade Driver and Cassie PetreySend Mary and Kelsey a Message!In this episode, Mary and Kelsey are joined by Jade Driver and Cassie Petrey, co-founders of Crowd Surf digital marketing agency. Crowd Surf has an all-star client roster including Backstreet Boys, and Jade and Cassie shared behind the scenes of the latest campaign from the best-selling boy band of all time - the announcement of their Millennium 2.0 album and their upcoming Sphere residency - including what it was like to be with the group in NYC on announcement day, the nostalgic elements they advocated for on behalf of all of us...
2025-05-0548 min
UnbeatableEp. 109: Cassie Petrey- The woman behind the biggest names in entertainmentWhen she was a 12-year-old Backstreet Boys superfan, Cassie Petrey had no idea that her tenacity and relational talent would lead her to working with the biggest names in music, tech, and entertainment, like Steven Tyler, Britney Spears, Camila Cabello, Google, Disney, and Apple. She’s the co-founder and co-CEO of Crowd Surf, a leading marketing and music management firm founded in 2007 alongside best friend, Jade Driver. She’s also a Forbes 30 Under 30 and Billboard 30 Under 30 recipient.You’ll hear:What she did at age 12 that started a career in the ever-changing world of social mediaWhy she ca...
2023-10-1347 min
How I Got BackstageAdvocating and Educating for the Music Industry with Jackie Jones of RIAAWe are wrapping up our 3rd season of HIGBS with the fabulous Jackie Jones, V.P. of Artist and Industry Relations at RIAA. Most of you probably think of the beautiful gold and platinum plaques presented to certify music sales when you think of the RIAA, but in reality they do so much more! Jackie spends her time on the ground with with legislators negotiating change to help artists and music professionals financially and legally. Hear how she does it in this week’s episode!
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2021-05-191h 03How I Got BackstageThe Interns Take Over!What’s it like to intern at Crowd Surf? Find out in this week’s episode when our Spring intern class takes over the show to talk about their internship experience. Want to apply? Email us your resume + cover letter at: losangelesinternship@crowdsurf.net
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2021-05-1132 minHow I Got BackstageAll the Backstreet Ladies feat Jenn Sousa and Karly BrecherWant to know what it’s like managing one of the biggest pop acts of all time? Jenn Sousa and Karly Brecher of Patriot Management spend their days and nights kind of like Cassie and Jade did in their teens - engulfed in the Backstreet Boys. Hear what it’s like to manage the biggest boy band of all time while balancing personal life and being mobbed in airports. To say these women are badasses is an understatement!
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2021-05-0453 minHow I Got BackstageStanding Out in an Oversaturated Streaming Market with Will TenneySelling music has gone through a total revolution over the past 20 years and streaming is more saturated than ever. How does an artist keep up and stand out?
Find out from Will Tenney, Head of Streaming Strategy & Promotion at the legendary Crush Music. Working alongside rock superstars like Green Day, Fall Out Boy and Alanis Morisette, Tenney spends his days mastering the art of competitive streaming and digital promotion.
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2021-04-2049 minHow I Got BackstageFrom Street Teams to Street Cred - The Life of an A&R Pro feat Gabz LandmanThis week we are joined by Gabz Landman, artist manager and VP of A&R Warner Records to discuss the process behind your favorite songs and how she grew from fan girl to working with songwriters to create hits for artists like Dua Lipa, Selena Gomez and Harry Styles.
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2021-04-1346 minHow I Got BackstageTurning the Booking Game on its Head with Channing Moreland and Makenzie Stokel of EVAThe ladies of EVA started booking their friends’ gigs in college and are now changing the booking game for everyone by integrating technology and virtual events. Hear how two female entrepreneurs managed to get their idea off the ground and grow their company through a pandemic.
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2021-04-0649 minHow I Got BackstageHow to Make a Career Out of Taking Care of Celebrities with Sara KantathavornHandling celebrity talent sounds like the best job in the world, but it can be stressful, unpredictable and full of great stories! Join us as we relive the golden days of MTV and TRL with former Manager of Talent and Studio Relations at MTV, Sara Kantathavorn.
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2021-03-3055 minHow I Got BackstageSo you Want to Work in the Music Industry... with Shelia HozhabriThis week we hang out with Sheila Hozhabri who has worked on the digital and management teams for many superstar artists including Miley Cyrus, Steven Tyler and Fifth Harmony. Hear how Shelia made herself invaluable during her early career in the country music industry and how she genre hopped to the pop world in LA.
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2021-03-161h 10How I Got BackstageCountry Girls Can Change the World with JoJamie HahrThis week we welcome JoJamie Hahr, Senior Vice President of BBR Music Group / BMG Music Nashville. To say she is a badass would be an understatement! JoJamie dives in and talks about her early days in radio - making herself invaluable in her part time job, moving to Nashville to help break Jason Aldean at country radio and being a part of LGBTQ history with BBR’s newest release “Sunroof” by Brooke Eden. Also, congrats to Justin Horowitz on his first episode of HIGBS as a co-host. He’ll be back real soon!
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2021-03-0950 minHow I Got BackstageWhy Don’t We Talk About Touring with Jon Lucero and Stacy PyleJoin us this week as we talk about the not so glamorous world of touring with Jon Lucero & Stacy Pyle, who run the show for acts like Why Don’t We and Eben while they tour the world! Think you want to be a tour manager? You better listen to this first!
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2021-02-231h 03How I Got BackstageThe Marketing of Music and Mullets with Peter StricklandThis week we are joined by "The King of Nashville," Peter Strickland. Former Chief Marketing Office of Warner Music Nashville and now founder of Marathon Talent Agency, Strickland survived the digital revolution that rocked Nashville in the early 00's and embraced the changes to help make artists like Blake Shelton and Hunter Hayes super stars!
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2021-02-1750 minHow I Got BackstagePioneering Change and Fighting for Equality in the Nashville Music Industry with Beverly KeelThis week we welcome Beverly Keel, Dean of the College of Media & Entertainment at Middle Tennessee State University. After an award-winning career as a journalist, Keel took on teaching at the university in 1995 and is still going strong. Keel is one of the founders of Change the Conversation, an organization created to help fight for equality for women in the country music industry; and is a founding member of the Nashville Music Equality, which is committed to minimizing the equality gap that exists within the music industry in Nashville.
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2021-02-1147 minHow I Got BackstageGet Off Netflix and Get Networking - How Pete Stormer Got BackstageThis week we welcome Pete Stormer, Digital Marketing Manager at Vector Management. We discuss the hustle, the hard work and long hours it takes to make it in the music industry and some key things you can do to help move you along your journey. There is a place in this industry for anyone that truly puts in the effort to get there.
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2021-01-1939 minHow I Got BackstageThe Life of an Artist Manager - How Josh Terry Got BackstageThis week we sit down with Josh Terry, founder of Workshop Management, which woks with Mayday Parade, Ashland and Chad Copelin to name a few. Getting his start in South Carolina and moving to Chicago to work at Aware Records for 9 years, Terry has now planted his roots in Nashville with Workshop Management.
Artist management is no easy street. We touch on the boundary issues that run rampant in the music industry, the delicate relationship between artists and their managers and the importance of changing course when you feel it’s not right anymore.
Recorded an...
2021-01-1244 minHow I Got BackstageWe Survived 2020!Jade Driver and Cassie Petrey are back with Season 3 of HIGBS! They survived, and maybe even thrived in 2020 by being forced to get to those long term tasks that have been hiding in their to do lists for years. Cassie got her life organized and Jade jogged a few blocks.
There's a long road ahead to getting everyone in the music industry back to their normal paying gigs, but until we can be backstage, on stage, side stage or in front of the stage again, we'll keep that spirit alive on this podcast!
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2021-01-0556 min
The Business of TalentHelping Artists Build their Fanbase with Crowd Surf Co-Founders Cassie Petrey and Jade DriverCassie and Jade transformed their love for the Backstreet Boys into one of the most prominent digital marketing companies in the music industry. They talked to us about how they built their company, Crowd Surf, using their respective skills and knowledge, and the key components to building a strong and sustainable fanbase. As always, feel free to leave a comment or a review on what you thought about the episode on Apple Podcasts or on the Music Business Podcast instagram @musicbusinesspodcast. We’re also very excited to connect with our community on Patreon, MusicBusinessPodcast.com/Community. We lo...
2020-10-2948 min
The CEO Story31: Connecting people with people with Cassie PetreyWelcome to the 31st episode of The CEO Story Podcast!With weekly podcasts releasing, "The CEO Story" takes a deep dive into the success (and sometimes pitfalls) of being your own boss! We encourage each and every individual to candidly share their stories to help other entrepreneurs understand the highs and lows that come with the journey.As always be sure to check out more of our podcast episodes:Podcast Website - https://ceostory.buzzsprout.comYoutube - https://www.youtube.com/channel/UCasaMQttGpdFnIMeWXER1SQWebsite - https://www.togethercfo.com/
2020-09-0824 minHow I Got BackstagePersistence Pays Off - How Stacey Cato of CMT Got BackstageThis week we sit down with the Manager of Music Strategy at CMT, Stacey Cato. After getting his start in Silicon Valley, Stacey followed his heart to Nashville in the late 90s and found himself working at Country.com - an early version of CMT - as a web developer. After 20 years of working at CMT through the digital revolution he’s seen it all and worked closely with the biggest stars in country music along the way. This episode is chock full of advice and anecdotes and also guest stars our surprise co-host Benny Driver - Jade’s mom...
2019-11-151h 33How I Got Backstage3 Loud People and a Pack of Pumpkin Ale - How Yacht Money Got BackstageProduction and artist team Solomon (Soli) Olds and Lauren Olds join us this week for some old time anecdotes from our time working together on rock band Family Force 5 to their current success as a production and writing team working with artists such as Hunter Hayes, Tessa Violet and Sam Tinnesz. We'd suggest turning your volume down, because this episode gets a little loud! ;)
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2019-10-181h 17How I Got BackstageFrom Nashville to Hollywood and Back Again - How Jet Jurgensmeyer Got BackstageThis week we sit down with 14 year old actor and musician Jet Jurgensmeyer to hear about his southern upbringing hanging out at his parents' honkey-tonk, The Nashville Palace, with legends like George Jones to his success in Hollywood working alongside Tim Allen on "Last Man Standing." Jet is now embracing his Nashville roots and has recently released his debut self-titled country album. Hear about his songwriting process, inspirations and enjoy a live performance!
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2019-10-121h 06How I Got BackstageBusy At Play- How Johnny Garcia and Sarah Ryder got BackstageJohnny Garcia, band director for country artist Trisha Yearwood since 1991, joins us to talk about how the stars aligned to lead him to country music, the new generation of artists he’s working with and how an overheard anecdote from Loretta Lynn lead to the hook in the latest release from his artist Sarah Ryder who joins us to talk about the song and launch of her career.
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2019-10-041h 02How I Got BackstageFanboy to Photographer - How Ford Fairchild Got BackstageAt age 16, Ford Fairchild, a street team member, was snuck into a club by Cassie and Jade because he was too young to get in and see his favorite artist Michelle Branch perform a showcase. As a fan, Ford was obsessed with artist imagery and photographs. He ran a successful Michelle Branch fansite, which he eventually sold and used the money to buy his first camera. Ford is now a full time music photographer and videographer and has professionally photographed artists like Jason Aldean, Greta Van Fleet, Maggie Rose and Lady Gaga.
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2019-09-191h 03How I Got BackstageMental Health in the Music Industry Pt 2 - With Courtney Allen from BMGContinuing our convo with Courtney Allen from BMG on her path to a job she loves while facing many challenges including broken promises, unfulfilling positions and challenges with finding a balance with the music industry and mental health.
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2019-09-0751 minHow I Got BackstageMental Health in the Music Industry Pt 1 - With Courtney Allen from BMGIt used to be something nobody talked about openly, but we couldn't be happier that mental health is becoming an open subject that friends and colleagues are able to discuss together. This week we sit down with Courtney Allen from BMG to not only discuss how she got backstage, but some of the personal struggles she faced on her path and how she overcame them to create a healthy work / life balance that she has today!
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2019-08-3045 minHow I Got BackstageWhat We Wish We Knew Before We Started a Business in the Music IndustryRecently Ones To Watch published an article written by Cassie Petrey and Jade Driver called: "INDUSTRY INFILTRATION: 7 Things I Wish I Knew Before Starting My Music Business." In this Mini-cast, the two dig into the article and talk about "the bro deal," chasing checks and karma.
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2019-08-1922 minHow I Got BackstageSeamstress for the Band - How Krystal Douglas Got BackstageDive into your dream rock and roll wardrobe with Krystal Douglas, owner of Music City Sewing! Krystal has created custom pieces for everyone from Lana Del Rey to Michelle Obama. WHAT!? We talk boy bands - obviously! - girl boss hustle and ripping the leather panels out of her friend’s dad’s vintage Mustang to make a jacket for Jon Bon Jovi. If that’s not rock and roll, we don’t know what is!
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2019-08-161h 00How I Got BackstageEBEN FLOW PART 2 - How EBEN Got SIGNEDRecorded backstage at the 8 Letters Tour in Nashville, TN - July 28, 2019 - Jade catches up with Eben ON TOUR! So much as happened since we recorded our first episode with EBEN in Nov 2018 and we wanted to catch up on his progress and successes. We talk about life in Los Angeles, closing old chapters and starting new ones and of course, share stories from the road.
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2019-08-0932 minHow I Got BackstageEBEN FLOW PART 1 - How EBEN Got BackstageThis episode was recorded in Nov 2018 in Los Angeles, CA. Eben has just finished up nearly 2 years of touring with Why Don’t We and is working towards releasing his next EP, Last Hundred Days. We talk about Eben’s early years in music, the boy band that didn’t work and the determination that made him drive his car from Cincinnati to Los Angeles, having everything he owned stolen along the way and knocking on his manager's door asking to learn everything he could about the entertainment industry What is the future of EBEN?. Find out in Part 2 coming...
2019-08-011h 20How I Got BackstageWho Run the World!? Fangirls! - How LISTENER Maya Kaspi Got BackstageThis week we invited one of our listeners, Maya Kaspi, to come in the studio and share her story about being a fangirl, loving Justin Bieber and Why Don't We and working towards evolving that passion into a budding career. Cassie shares many creepy stories about her young days as a Backstreet Boys fan including being thrown to the ground by a security guard! Glad she got back up and kept going.
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2019-07-2756 minHow I Got BackstageLessons in Life, Love and The Lion King - How Abby Anderson Got BackstageCountry artist Abby Anderson (Black River Entertainment) joins us in Nashville this week, along with co-host Kaitlyn Gruber from Crowd Surf, to talk about her upbringing, living the dream and life lessons she learned from The Lion King. Remember who you are!
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2019-07-181h 17How I Got BackstageI Fangirl Over My Artists! - How Lisa Ray Got BackstageTime to kick off Season 2 straight from Music City USA! AKA - Nashville, TN! This week we welcome our first guest host, Elise Stawarz, and day to day manager of superstar country act Day + Shay, Lisa Ray of Sandbox Entertainment. For some of us, working in a record store was the ultimate dream and Lisa got to do just that. However, most of you probably never had the pleasure of skipping school and visiting a dirty old record store on a Tuesday morning to buy a new album. It was magic! We talk about that magic as well as...
2019-07-111h 05
Music ConnectionJade Driver: Co-Founder of Crowd Surf & How I Got BackstageLooking for your dream job in the music industry? Today we meet Jade Driver, who along with her partner Cassie Petrey, are co-founders of Crowd Surf, a fan-centric marketing company in LA, Nashville, and NYC. Together, they also co-host the podcast “How I Got Backstage”. Join Music Connection's Randy Thomas and Anita Gevinson as they dive into Crowd Surf.
2019-03-1341 min
Diary of a Female EntrepreneurSeason 2 Ep. 19 | Jade Driver & Cassie Petrey | Making Your Entrepreneurial Dreams a RealityRecently recognized by Billboard Magazine as Digital Power Players, Jade Driver and Cassie Petrey are two beautiful, smart entrepreneurs who built a company out of doing what they love. Teaching others how to break into and succeed in the music industry through their organization and podcast called How I Got Backstage.
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2019-02-2657 min
Making It with Chris G.#087: Jade Driver - From Fangirl to Marking Her Favorite Artists and Entrepreneurial SuccessJade Driver is on of the founders of Crowd Surf, along with her business partner Cassie Petrey. Crowd Surf is a marketing company which also handles PR and artist management for artists. The company literally started while they were in college. They went from having Backstreet Boys posters on their walls, to now working with them as a client. Crowd Surf has offices in New York, LA, and Nashville with over 50 employees. In this episode, Jade shares her story along with lessons on how to get started and land a career in the music business. She also share some...
2018-10-261h 05How I Got BackstageCollege Life - How Justin Kay and Bobby Banister Got BackstageCOLLEGE! The best time of your life...but don't party too hard because taking advantage of all of those extra curricular clubs, volunteer activities and internships could just jump start your career! MTSU alums Jade and Cassie and Belmont University alums Justin and Bobby talk about what's it's like to go to a music business school and how the hustle starts before you graduate. Wondering if a music business program is right for you? We tell you what to expect and how to get the best experience out of your time on campus.
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2018-10-161h 07How I Got BackstageHow Max & Harvey Got Backstage - From Busking to BBCThis week we welcome our favorite duo from across the pond, Max & Harvey! Not only do these two lads have the musical talent -- and those cute mugs -- but they've got the business sense to back it up. The guys have put in the hard work, sacrifice and dedication to sign to RMI / Hollywood Records, win a Radio Disney Music Award and have their own special on BBC at age 15. Find out how they got there by listening now!
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2018-09-261h 09How I Got BackstageStories from the Why Don't We "Momplex" - How Keri, Myta and Kristin Got BackstageThis week we have a powerhouse trio in the studio to talk mom life as a pop star parent! Keri Seavey, Kristin Stanford and Myta Herron (moms of pop group Why Don't We members Daniel Seavey, Jack Avery and Zach Herron) share with us the journey of their sons’ careers from their early years of busking in the street - before they were even old enough to drive - to moving to Los Angeles and playing Madison Square Garden. Hear their story in a way you've never heard it before!
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2018-09-131h 13How I Got BackstageAdam's Got Talent - How Adam Davis Got BackstageThis week we welcome Adam Davis, Digital Producer for America's Got Talent! Adam grew up a kid in Kentucky inspired by his idol Garth Brooks. After performing as a child, Adam continued his career in front of an audience becoming a Nashville celebrity as "Intern Adam" at 107.5 The River.
As social media and celebrity culture hit the internet in the early 2000s Davis shifted his career to the digital realm joining the team at The X Factor U.S. and has now been running the digital initiatives at AGT for over 6 years. Find out what Adam does on the daily...
2018-09-0656 minHow I Got BackstageFrom Fangirl to Brand Girl - How Helen Showalter Got BackstageThis week we speak with Crowd Surf's Senior Branding Manager, Helen Showalter, who works with artists like Why Don't We, Backstreet Boys. Eben and Kim Petras. She talks about how her time spent working on artist street teams helped her hone her craft, mainly by stalking down Jade and Cassie and talking her way into a job at age 19. Oh, and she loves Harry Styles.
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2018-08-2346 minHow I Got BackstageEvery Day We Hustlin' - How Nina Kolb Got BackstageThis week we welcome Director of Publicity at Crowd Surf, Nina Kolb! Nina shares with listeners how she started hustlin' at an early age to get her first internship in radio, moved to Los Angles to pursue bigger opportunities and started a career in music publicity. Nina now works with artists like Why Don't We, Andy Grammer and the Backstreet Boys to name a few!
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2018-08-1055 minHow I Got BackstageHow We Got Backstage | Meet Jade & CassieWelcome to "How I Got Backstage," a podcast about how two girls from small towns, with no entertainment connections, grew up to create their dream jobs in the music industry. Each week Jade Driver and Cassie Petrey will share stories from their careers and give advice and real steps you can take to create your dream career too! This week they introduce themselves, their passion for music, life as a fan girl and dig into the early years and the start of their marketing, publicity and artist management company, Crowd Surf.
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2018-08-0135 min
Spotlight On - AfterBuzz TVCassie Petrey & Jade Driver Interview | AfterBuzz TV's Spotlight OnAFTERBUZZ TV - AfterBuzz TV's Spotlight On edition, is a long form interview series featuring actors discussing their roles and shows as well as their thoughts, passions and journeys. In this episode host Zoe Hewitt interviews Cassie Petrey & Jade Driver.
ABOUT CASSIE PETREY
Back during Backstreet Boys' original pop reign in the '90s, Cassie Petrey showed her super-fandom by starting a 10,000-subscriber fanzine and following the act to far-off locales like Norway. But as she prepared to launch her own music business career, she noticed a gap between her passion and what the industry...
2017-02-0849 min