Interview with Jamie Roberts—Founder, For The Win Media

Jamie Roberts is a 25-year music industry veteran who has worked at Major labels (Universal, EMI/Virgin), Indie labels (Roadrunner, Eleven Seven/Better Noise), at PR firms (KSA Publicity), and even started a a small boutique firm of her own known as For The Win Media.  Roberts specializes in non-traditional media campaigns, getting creative with low cost yet high impact methods. Her earned media campaigns are tailored to work with paid and owned media strategies to maximize overall effect.

“I made a commitment to be of help spreading the word about such talents to people who could appreciate them.”

Q: What impressed you the most about the participants of The Port Authority Music Export Academy? 

The participants at Port Authority Music Export Academy were smart, enthusiastic and professional with great knowledge of their home markets. I can't wait to see them succeed here in the US!

Q: What was your biggest motivation to pursue a career in the music industry?

As someone with absolutely zero musical talent myself, I was always in awe of people who had natural musical talent and put in the work to consistently improve their art over time. I made a commitment to be of help spreading the word about such talents to people who could appreciate them.

Q: What is your favorite aspect of your job, and why?

My favorite aspect of my job is teaching artists how to do things for themselves. The looks on their faces when they realize that it is not as hard as they thought it would be is amazing.  People tend to build up the process in their minds because people have told them it is something only 'experts' can do.

Q: How do you approach growing your network of connections in the music industry?

Talk to people when you do not need anything from them. Everyone only reaches out when they need something - be different.  You build deeper friendships that way.

Also - if it isn't a huge inconvenience and someone asks a favor of you - DO IT. It builds up good karma and then the person owes you one... you never know when you might need help with something that they specialize in.

Q: Who have been your mentors as you've grown your own career?

I have been mentored by many people. To name some of the originals - Leyla Turkkan and Susan von Seggern when I was starting out as an intern at the PR firm SET TO RUN in college,  Julie Gordon who I worked with at an early job at THE ENCLAVE, and every step of the way as I have grown my career, i’ve checked in with my mother. My mother was in finance but she was the fiercest female leader I knew. She never quite understood what was trying to do, but she listened and tried to advise me as best she could.

I also consider younger people mentors now. My sister teaches me patience and courage daily. A lot of people who have worked for/with me have taught me so much - Chrissy Borsellino, Sarah Facciolo and Leo Lavoro to name a few.

Q: For someone looking to break into the US music industry right now, what are the certain challenges they will be facing?

1. There are fewer press outlets for more artists - what was easy to do years ago is now nearly impossible.

2. If you don't know your audience well enough you will waste a ton of time and money marketing to people who won't care at all.

3. Communication skills are so rare - you have to tailor what you are doing to the LOWEST common denominator.

4.  There is no substitute for putting in the work - be on your socials, talk to your fans, do it all yourself so it is authentic and active.