Planetary Group is a boutique marketing agency based in Los Angeles that focuses on creating opportunities for artists at all stages of their careers through Non-Comm/AAA and College Radio, Online PR, and Digital Marketing in North America.
We sat down with Adam Lewis, owner of Planetary Group, to talk about the last 30 years. Here's what he had to say.
Highlights & Milestones Over The Years
I think surviving 30 years as a self-employed company is my biggest accomplishment and milestone! Obviously, I am very proud of all of the artists that we have introduced through the college/non-com marketplace. Bon Iver, Arlo Parks, Courtney Barnett to BTS, Portugal The Man and Rufus Du Sol etc. we have always been at the forefront of new music, especially introducing artists from overseas. We have had many #1’s over the years – and we had ten weeks at number one last year on the Canada chart, so that was fun!
I am also very proud to have been the marketing/PR person for all of the Phish Festivals – from Clifford Ball through Coventry. Those festivals set the groundwork for the modern music festival, Bonnaroo, Coachella, etc. We would routinely draw over 100K festival goers to the most remote places in the US. Was a wild ride.
What does being independent mean to you?
Not having to follow rules. Charting your own course. Taking chances and believing in artists when others might not. I am incredibly grateful for having started my own firm. So many folks I know that went the major label route, are now selling real estate. By being independent, I have been able to keep Planetary doing what I love. It's not always easy - but we are still standing!
What is Planetary most excited about for the future of the company?
The easy answer would be to say something about AI and Tech. Sure, that will continue to be a wild ride. However, I am actually, right now, very excited about radio. Sure it's a hundred years old and not the new, shiny toy in the box. But we are seeing big increases in involvement on campus at the radio stations and we are seeing greet engagement at the non-com level. People want curation from a real person. Not from an Algorithm. Radio, at the college and non-com level - because the DJ's are real people and respect their audience in what they play - are doing that. So, that resurgence of interest in radio really excites me.
What has been the key to your company's success?
Being able to adapt. Be nimble. We jumped on the blogs when those started. Always finding artists early. Traveling overseas to various festivals and finding artists early over there - so that we could be a bridge into the US market. Our international connections are strong. Within our world, we put in more time than anyone fostering that connection.
What sets you apart from other companies in this business?
To be blunt, I think we try harder. We have a bit of a chip on our shoulder. Yes, we are in LA now - but the first 20+ years of the company we were in Boston. We were always in the shadow of NY and LA. We had to work harder to get labels to give us a chance. That ethos carries through. We get out there and see bands a lot more, especially on the international level. Our clients tell us our reports include more information than our competition.
What advice would you give to an entrepreneur looking to launch their own music company or label?
Do it. From personal experience, if you have a partner(s) – make sure you are always equal!
I think that the best advice I could give someone starting out when they are young is – get involved as much as you can. Intern. Volunteer. Manage a friend’s band. Learn. Don’t worry about getting paid. Manage an artist while you are in school. You will learn everything and meet everyone. You will make mistakes - but you will figure it out. It's the best way to learn. And – making mistakes is OK!