DiscoverTrapitalPost Malone’s Agent Breaks Down Strategy Behind His Success
Post Malone’s Agent Breaks Down Strategy Behind His Success

Post Malone’s Agent Breaks Down Strategy Behind His Success

Update: 2022-08-121
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Post Malone is the definition of a streaming-era superstar. He exploded onto the scene with the viral hit, “White Iverson” that was uploaded straight to SoundCloud. That was followed up with a record deal with Republic Records, four feature albums, world tours, and now he’s one of the world’s most popular artists. 


My guest on Trapital this week is Cheryl Paglierani, a partner at UTA, who became Post’s agent a few short weeks after the release of “White Iverson.” The duo, along with manager Dre London, have engineered one of the fastest and most successful come-ups for an artist during the streaming era. The keyword in the last sentence is engineered because Post’s resounding success was deliberately planned out. 


Cheryl prioritized live exposure early in Post’s career. “To see him was to fall in love with him,” she said, which meant getting Post in front of as many different people as quickly as possible was the key to building a fanbase with longevity. 


This live strategy helped make Post a must-see attraction — whether it’s on his upcoming 33-city Twelve Carat Tour or at music festivals, including his own-created Posty Fest. For a first-hand look at Post’s enormous rise over the past seven years, you’ll want to listen to my interview with Cheryl that covers strategies on touring, social media, sponsorships, and more. 


[3:15 ] Cheryl And Post Malone’s Joint Rise-Up

[5:13 ] Post’s Upcoming Twelve Carat Tour 

[6:44 ] Exposure Was Key To Post’s Early Success 

[9:11 ] Post Malone Being Genre-Less By Design

[10:32 ] Dynamic Between Post, Dre London, and Cheryl

[12:42 ] Post Headline Strategy 

[13:52 ] Factors That Influence Festival Headliners

[15:50 ] Touring vs. Festival Shows

[17:57 ] Main Trait Cheryl Looks For When Signing With An Artist 

[21:29 ] Philosophy Of Artist-Branded Music Festivals 

[23:07 ] Post Malone Brand Deal Strategy 

[24:18 ] Correlation Between Social Media Followers & Ticket Buyers

[26:01 ] TikTok’s Value-Add For Artists 

[28:00 ] The Trap Of Overperforming At Nightclubs

[32:03 ] How To Prevent Artist Burnout 

[33:28 ] Could Virtual Experiences Help Avoid Burnout? 

[34:43 ] Cheryl’s Personal Wishes For Post’s Career



Listen: Apple Podcasts | Spotify | SoundCloud | Stitcher | Overcast | Amazon | Google Podcasts | Pocket Casts | RSS


Host: Dan Runcie, @RuncieDan, trapital.co


Guests: Cheryl Paglierani, @cherylpags

 

 

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TRANSCRIPTION


[00:00:00 ] Cheryl Paglierani: I always say, like, you need to start the build from the beginning because you're not going to want to go backwards. So I think that's where the disconnect can take place if you're not building and doing it all. Like, you have to be smart enough to strategize and say, okay, I'm going to go play the 500 cap or the thousand cap. I'm confident that I can sell it out. And when I do that, I'm going to make the club the after party. And I'm going to kill two birds with one stone, but they don't always do that. And I think that's where you see certain artists that will stream really well and have a lot of hits but have never built proper touring history fall into that trap. 

[00:00:37 ] Dan Runcie: Hey, welcome to The Trapital podcast. I'm your host and the founder of Trapital, Dan Runcie. This podcast is your place to gain insights from executives in music, media, entertainment, and more, who are taking hip-hop culture to the next level. 


[00:00:57 ] Dan Runcie: Today's guest is Cheryl Paglierani. She is a partner at UTA where she represents some of the biggest names in music. She does booking for Post Malone, Cardi B, Chance the Rapper, 21 Savage, Offset, Flo Milli, Dominic Fike, and many more. But today's conversation. We talked a lot about her rise with Post Malone. Back in 2015, she met Post at South by Southwest after hearing his music and wanting to meet him in person. And she knew that there was the opportunity then to help develop a superstar. And since then Post Malone has grown into one of the artists that in many ways represents what's possible in streaming. Here's an artist who doesn't necessarily fit in one specific genre, but he's collaborated with so many and his music identifies and resonates with the vibe that is so relevant for today. So we talk about the journey with Post Malone. What it means for artists like him that are doing festivals versus touring and how she looks at some of the opportunities and advantages with both. We also talk more broadly about touring and how artists can make a tour off of a strength of a single, the importance of that. We talk about how she views social media, some of the pros and cons there. And so many other future trends with artists doing live performances. She shared a bunch of insights in this one, very relevant to where the industry is right now and where things are heading post-pandemic. Here's my chat with Cheryl Paglierani. 

[00:02:24 ] Dan Runcie: All right. Today we are joined by Cheryl Paglierani, who is a partner at UTA, represents a number of big artists in hip-hop and music more broadly. But today I want to talk to you about one of the artists you've been able to see rise up the ranks and that's Post Malone, and he sticks out because I've talked to many agents over the years and so many of them talk about that dream of finding that one artist that they can rise up with. And you found that with Post Malone and it was really inspiring hearing the story of you meeting him at South by Southwest, back in 2015, but it would be great to see and hear since then. What was the moment that it hit you that, wow, we did it. The dream and the vision that I had seen back in 2015, we accomplished it and here we are, let's keep going.

[00:03:15 ] Cheryl Paglierani: Right. You know, that's such a funny question because we all started together, right? Like, Post was essentially my first client, like, on my own. And so through rising, like, trying to pinpoint one moment, almost every moment every step of the way felt like that because you had never been there before, so take it back to just him supporting Justin Bieber. I remember being at the Madison Square Garden shows and you're hearing thousands of kids singing White Iverson, and you're looking around and you're in an arena. And even though you're not headlining that arena yet, you're thinking, wow, this is really on the right track. And then I remember on the Stoney Tour when he played in his hometown in Dallas and we played the Bomb Factory, that was a 4,000 cap room. And at that point we were like, my God, we just sold 4,000 tickets in Dallas. We're like, we're popping, right? So you feel then that feels like a really special moment. Up until, you know, we're playing two nights at The Hollywood Bowl, that felt really special. And you look like, wow. It never feels like the end, if that makes sense. It always just feels like a new height to be reached, and it just makes us more excited for what's next. Two nights at Madison Square Garden felt amazing, like, wow. Now we just sold out Madison Square Garden ourselves or AT&T Stadium was then another one of those moments. Every time we reach one, there's another one to be reached. And we're always looking forward to that and, and planning and just excited for what the next one will be 'cause that feeling just never gets old. 

[00:04:33 ] Dan Runcie: Madison Square Garden, it was a great one because that's such an iconic venue. And I think for so many musicians, being able to sell there, being able to sell out there is huge. It's one of the biggest arenas and the most notable arenas in the country. And when looking at where a Post is now, he recently announced a tour that he has over 30 cities, whole arena tour. He's done them before. This one, I'm sure, probably felt a little bit different though, because you're booking in the middle of the pandemic. You're hearing so much, from cancellations and what venues are being available. What was it like finding space for him just given everything that happened with touring in the past few years? 

[00:05:13 ] Cheryl Paglierani: Yeah. I mean, well, lucky for us, like, we had been planning throughout the pandemic, right? So, you know, it's like there were certain tours where I had to rebook them and rebook them 'cause you wanted to be ready to go when tours were back. I think we had a little bit more leeway on this one for when we were planning, but it definitely got challenging with in terms of just avails. Because you're not only competing with all the other tours to be going out at this time but competing with sports and just different things that's all coming back at once. And so, I me

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Post Malone’s Agent Breaks Down Strategy Behind His Success

Post Malone’s Agent Breaks Down Strategy Behind His Success

Dan Runcie