A2IM Industry Insider: Jaclyn O'Connell of Bittersweet Media and Good Grief Management

Written by A2IM | Oct 1, 2025 2:00:00 PM

Jaclyn O’Connell is a NYC-based digital marketer, creative strategist, artist manager, and entrepreneur who takes a human-first approach to social media. In 2018, they founded Bittersweet Media – a full-service creative marketing company providing brands, businesses, and teams with the tools and support necessary to connect with their communities. Beyond Bittersweet Media, they’re also Founder of Good Grief Management where they manage artists and work across branding, touring, and more.

Tell us about what inspired you to work in the music industry, and how did it lead to the work you do today?

Connecting with people through music has always been important to me – it’s how I met my husband! I’ve always loved being a part of an artist’s community, so the fact that I get to help them build those communities now is such an honor and privilege. Working in this industry always felt like the natural path for me and my skill set.

Is there a success story or career milestone that you are most proud of?

I get asked this question a lot, and honestly, there isn’t just one thing that I’m proud of; I’m proud of it all. I feel like it’s unfair to all the work, big and small, that my team and I do every single day to whittle it down to just one milestone. It’s all a milestone in itself. I’ve worked really hard, always do my best to do what is right by my team and artists, and advocate for those who aren’t always able to advocate for themselves.

Are there any projects you're working on or company updates that you're most excited about?

My longest partnership has been with Cavetown and his management team. We just announced his new album, and I’m so excited for fans to hear this body of work! It’s honestly his best work to date, and seeing him be so proud of this music makes it even more meaningful to be a part of the rollout.

What's a lesson that you learned early on in the music biz?

This is going to sound so cliché: Believe in yourself and what you stand for. There is no rulebook in this industry, which makes it difficult to find your voice and know how to use it. I found early on that I didn’t like how artists were treated or even represented. Over time, I’ve found my niche and how to speak on what’s important to me: Artists deserve a living wage, they deserve to be paid for their work, and they should never have to give away their art in exchange for that. Oh, and the algorithms are ruining every industry.

What's your favorite part of your job and/or company?

Being able to build a team that can help support the vision and collaborative environment that I’ve worked so hard to build since I started the company.

What does being independent mean to you?

It’s funny because I recently posted an Instagram Story saying “we all know what ‘independent’ means right?...” to which I received so many responses from industry folks that the term has really shifted in meaning these last few years. Independent means not having a major label structure and financing behind you. It means not giving up your masters for 30+ years, but instead licensing your music for financial return. Being independent is not easy, but knowing you have full control of your art is important!

Favorite song at the moment? 🎶

It’s hilarious, but I don’t really listen to that much new music. If I have a favorite song, it’s usually unreleased, and then I move on to something else once it’s released. “Can I Leave Me Too?” by The Greeting Committee is honestly one of my fave all-time songs. It comes back into my rotation a few times a year. The production, songwriting, lyrics – it’s all so incredible.

Outside of your work in music, do you have any other hobbies or particular areas interest/expertise?

Most people know this about me, but I’m really passionate about my volunteer work with Crime Victims Treatment Center here in NYC. Myself and many other volunteers go on call for 12 hours a few times a month to support, advocate for, and bear witness to survivors of sexual and domestic violence in EDs around the city. I’ve done this since 2017, and I’ve met some of the kindest and lovely people through this work. I also make press-on nails, which is a fun creative outlet for me.

Any words of advise for rising music industry professionals?

Don’t let people with “decades of experience” tell you “that’s just how it’s done”. Stand up for artists, do what’s right, and don’t gatekeep.

Keep up with Jaclyn on Instagram and LinkedIn!

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