Fiona Bloom is the Founder and VP of Marketing and Publicity at The Bloom Effect. Bloom, a passionate, determined and influential figure in the entertainment industry, is dedicated to supporting artists and brands and helping them build successful careers driven by her energy, perseverance, and emotional intelligence. Her approach blends modern technology with a grounded compassionate mindset, which has allowed her to stay relevant for over three decades.
Tell us about what inspired you to work in the music industry, and how did it lead to the work you do today?
I always knew I wanted to be in music literally by the time I was 4 years old. I started playing piano and violin in London, England where I grew up! Classically trained. That saw me all the way through University on full scholarships. I ended up with burnout and I knew at 21, that I wasn't going to be a successful classical recording artist sadly never fulfilling my true desires.
After taking some time out and traveling around the Middle East including working on a Kibbutz, I then came back to America and started afresh. Went to another University studying Speech Communications and Broadcast Journalism. I stumbled upon the college radio station at GA State University, WRAS 88.5FM and talked my way onto being a newscaster and radio personality. It was there I never looked back! I fast became a widely popular radio host and worked my way up to commercial radio and then community radio!
While in radio, I was throwing parties on the side and became a successful party promoter. My parties were legendary. The only reason I left Atlanta was because Daniel Glass who was the President at EMI/Chrysalis Records at the time, offered me a job to come to NYC as their national marketing manager. Talk about being thrown to the sharks! I hardly had any experience and was learning as I went. Boy did I make mistakes, but how else was I going to grow?
I was in my mid-20's with a lot of responsibilities, a great salary and living the dream! It fell into my lap but only lasted a year. I soon found myself out of work in one of the most expensive and hardest cities in the world, but I had such a burning desire to stay in the music industry that nothing was going to stop me from finding that next gig. And that, I did! And went from one label to the next. All indies and after that one major label experience. And I knew my calling throughout my whole career was to service the underdog and champion emerging and new talent. It's thrilling and challenging, and it's led me to where I am today with the work I'm doing with The Bloom Effect.
Is there a success story or career milestone that you are most proud of?
Honestly, there's a lot of success stories and milestones I'm really proud of! However, if I'm only able to list one, it's representing a brand new artist Wayna in 2009 for her sophomore release 'Higher Ground'. I met with her and management at an Ethiopian restaurant in NYC to discuss working together. She told me her goal was a Grammy nomination!
I did the PR/marketing, booking and tons of promo for that project including getting her at SXSW and we made a ton of noise. Huge profile and visibility at that time, and guess what? She was nominated! We went to the Grammy's. Did all the interviews, repped her on the Red Carpet and mingled with the stars! Was an incredible experience. One that will stay cemented in my mind forever. And to this day, we're very good friends and she brings me on for single campaigns and consulting periodically.
Are there any projects you're working on or company updates that you're most excited about?
I just came off a very productive SXSW. My 33rd Edition! This time I took a legendary Athens, GA rock band Five Eight. They literally hadn't been on tour for 2+ decades and they dropped their first new song in 6 years a couple weeks before. So it was like starting from scratch. The amount of visibility and media coverage they received was incredible including Good Day Austin, Goldmine and included in Rolling Stone's Best Of SXSW story! They were everywhere.
There's an incredible film called 'Weirdo: The Story of Five Eight' that's had some critical acclaim and an album in the can 'Help A Sinner' produced by Dave Barbe (Drive-by Truckers/Bob Mould) that is out of this world incredible! I'm helping shop deals for both the album and the film! Oh and talk about full circle. It's a beautiful story as I worked with them back in 1991 and we did SXSW together and now here we are!
What's a lesson that you learned early on in the music biz?
I've learned a ton of valuable lessons and even now I'm still learning. I think early on it was about speaking up and not being afraid to express yourself or your opinions. Having confidence. Realizing with your confidence, comes respect and for people to take you seriously. I also realized early on that you have to pay your dues and that it takes a while. And that having mentors is key. Not just people to look up to but it's important to find someone to take you under their wing and give guidance and direction.
What's your favorite part of your job and/or company?
I love pretty much everything about my job! I can't even call it a job! It's a lifestyle! I literally can't wait to jump in the moment I wake – and then even going to bed at night – my mind races from being so stimulated. When you're excited and passionate, it's sometimes hard to turn it off!
But honestly, I love to give branding and marketing advice and come up with unique and innovative strategies. I've always thought outside the box. I love brainstorming sessions with my clients. I also LOVE going on the road and hitting all the cities/towns. That's where all the magic happens at the shows. Seeing the audience engage and the power the live shows have on the fans is truly special to witness. It's where everything comes to life! I also love a good listening session. I especially love listening to demos and have always had the gift for recognizing raw talent!
What does being independent mean to you/your label?
Being independent means being unapologetically me, while staying true to my passion. Bold and unafraid to try new things is my mantra! I lead with compassion and ignite trends, not follow them. Being unique and different has always been what fuels me and why I've had a journey that's unorthodox and filled with surprises. This is how I've always come to be so driven and able to jump start businesses. You have to be open and willing to grasp the opportunity.
What's your favorite song at the moment?
"Start You Up" by Master Peace – check it out on YouTube!
Outside of your work in music, do you have any other hobbies or particular areas of interest?
I love to hike. I'm a sucker for the outdoors. I'm a huge animal lover and an avid reader. I have a weakness for Psychological Thriller Fiction. Oh, and I love me a good Spelling Bee!
Any words of advise for rising music industry professionals?
Don't let anyone stamp out your dreams! As long as you put in the work, have a great attitude and have the passion to back it up, you will win! Nothing's impossible until it is! In other words, there's a lot of experimenting and trial and error until you master it! But the LOVE has to come first!
Keep up with Fiona and the Bloom Effect!
