Filcro Media Staffing Music Media Executive Search Group
Filcro Media Staffing facilitates global music asset monetization through the identification, recruitment and attraction of highly skilled media executives and their leadership.
Business, Technical and Creative environments relevant to sales, marketing, operations, dissemination, technology, creative content and their corresponding support infrastructures are all supported.
The diversity of media platforms, music genres and monetization modalities facilitated by Filcro Media Staffing are extensive. To better understand the recruitment capabilities, global scope, process and efficacy of Filcro Media Staffing, the following music related executive searches are exhibited for review.
TV Broadcasting Music Television Network - Executive Search Review
Client A Music TV Network seeking departure from legacy media and looking to the future in the way music is produced, distributed, licensed, monetized and assimilated across (8) eight media platforms.
Search Chief Executive Officer (CEO)
Client Situation Due to increased competition, affiliate agreements, licensing costs and technology developments the board of directors opted to form a new company as a model for future multiplex music distribution across multiple music genres. The board was seeking a TV Network CEO with solid efficacy in directing management and monetization within this space. The objective facilitated was to cut out legacy media CAPEX and start with a business model that vastly improved margins and lowered operating costs that were previously associated with 100-Million plus rated advertising driven TV Networks. The CFO and Chairman of the company specifically wanted to attract an executive from this space with the capacity to leverage technology, content and distribution to the new TV Network’s advantage. Below is a review of Filcro Media Staffing completing the search
Executive Search Committee Member(s) Industry and Sector inclusion
Music Publishing / Music Distribution / Music Production
The CFO identified Filcro Media Staffing (FMS) and Tony Filson (TF) as Officer in Charge of Search.
Filcro Media Staffing Retained
The Filcro Media Staffing Officer in Charge of Search, Tony Filson, The client CFO and current Chairman met in New York and set revenue goals for the new TV Network. Based on FIlcro Media Staffing’s experience conducting executive searches for other music and entertainment based TV Networks the board of directors wanted guidance on a number of areas relevant to the future of multiplex broadcasting and broadcasting technology that could enable the Network to enjoy profit margins well above the industry mean while greatly reducing operating costs and initial distribution CAPEX.
Technology developed by the company for terrestrial distribution gave them an exceptional advantage over others in this space. The ability to multi-cast across eight media platforms without legacy BO&E costs was clearly one of the company's strongest assets aside from their creative content.
Tony Filson and the Network CFO felt that a new standard for music entertainment television would catch on quickly, executing expeditiously to monopolize on the Network's intellectual property was essential.
Filcro Media Staffing reviewed all aspects of the network's infrastructure and every member of the executive search committee agreed with the firm's strategy on attracting the proper CEO.
Some of the challenges facing the new Chief Executive Officer (CEO) were
Evangelizing New Forms of Music Distribution & Monetization
Attracting and Building Management Teams in NY, CA & IL
Financial Controls that Excluded Legacy Media CAPEX
Adaptation of New Technology to Affiliates and Distributors.
Identifying a New Board Member
Solution Filcro Media Staffing proceeded with revenue objectives, team building, technology and genre specific industry experience at the forefront.
The initial universe of potential candidates was rich and obtaining insight into each candidate's experience with adapting new broadcasting technology to transform an industry was key. Evangelizing new modality to an industry steeped in legacy media with vast investments in legacy broadcasting technology and distribution, was not going to be an easy task.
Of the initial universe of 20 screened and possible CEO’s, 4 were separated as first tier candidates and after extensive interviews with Filcro Media Staffing, the client board and the investment bankers all agreed that one executive was highly desired and every effort was to be made to attract this gifted CEO.
The Successful CEO Identified
A CRO of a major media entertainment technology company who prior to his current role was a senior officer of a competing music and entertainment TV Network.
As this TV Network is emerging and based on proprietary technology. We are limiting this case history to protect the client company. A more verbose review will be posted in 2015 if permitted by the CEO.
Filcro Media Staffing Broadcasting Executive Search Reviews
A Filcro Media Staffing review of a CRO level executive search
Global CRO Chief Revenue Officer Music Media & Entertainment
Music TV, Music Radio ,Music Merchandising, Music TV Networks, Music Production, Music Licensing and Music Publishing assets and monetization
Based New York, NY - USA Executive Search Firm Filcro Media Staffing Officer in Charge of SearchTony Filson reporting to the CEO and Investment Bankers Client U.S. holding company acquiring multinational music and music entertainment assets. Search Chief Revenue Officer (CRO) - Global Markets
Recognizing opportunities for music related content and merchandising this media holding company was formed to acquire under performing assets in and related to:
Music Artist Relations
Music Video Production
Music Entertainment Broadcasting
Music Dissemination: TV, Mobile, DOOH, Online, OD, OEM
The goal is to combine content and platforms across all music genres to provide alternative assimilation that coincides with the firm’s proprietary technology and intellectual property.
Executive Search Committee Member(s) Industry and Sector inclusion
Cable & Broadcast TV
Broadcast & Digital Radio
Mobile and Broadband
The CEO identified Filcro Media Staffing (FMS) and Tony Filson (TF) functioning as Officer in Charge of Search to identify the new CRO.
Filcro Media Staffing is Retained
The Filcro Media Staffing Officer in Charge of Search, The client CEO and a Managing Director of the investment bank met in New York to discuss current media holdings and those being acquired.
Filcro Media Staffing was engaged to identify the new CRO and to staff all front and back office in New York, Los Angeles, Chicago and Miami. Once the domestic markets were staffed, the firm was instructed to identify XVP level personnel for the U.K. ; EU ; Asia ; South America and The MENA.
The Music Media Networks will launch at a cadence dictated by acquisitions and monetization of infrastructure facilitated by new technology that merges cross-platform assimilation and dissemination of music entertainment.
Challenges Facing The New CRO
Guidance during the acquisition of media assets.
The merging and transformation of the acquired companies and their technologies as revenue drivers.
Establishing channels and modalities that utilize the companies proprietary technology
Setting new standards for sales planning, digital networks, ad agency and affiliate relationships in a multinational sales organization.
Review and identify key personnel with the ability to work with totally new offerings that undercut all current forms of music assimilation across 10 media platforms.
Filcro Media Staffing’s Recruitment Solution
Based on Filcro Media Staffing’s exposure to TV, Music, Technology and Media Merchandising is was determined that the proper CRO’s to recruit to monetize the organization were limited to 5 domestic and 3 international organizations. With assurances from the CEO that the search could be conducted by market driven factors, (3) three of the (8) were deemed appropriate and ultimately the merger of another media company facilitated the ability to attract our ideal at the cadence required for a successful launch.
Successful CRO Recruited
This emerging and unique entity formally launched under the guidance of a highly skilled CRO responsible for generating substantial budgets for multi-billion dollar brands in the music and entertainment industries. Formerly associated with Amazon.com, VIACOM and multicultural entertainment this executive has broad experience and acumen directly related to the new entities business goals.
As a competent and respected manager of people in New York, Los Angeles and Chicago the new CRO was able to attract highly desired talent for his front and back office sales organizations at an accelerated cadence.
Filcro Media Staffing Broadcasting & Media Recruitment Practice Groups Broadcasting and media executive search experience and skill set designations for clients and candidates
Filcro Media Staffing Media & Broadcasting Executive Search Reviews
A Filcro Media Staffing Music Television Network Executive Search
Vice President Music & Artist Relations Music TV Programming & Development Executive Search Review by Filcro Media Staffing
Location New York, NY, USA Officer in Charge Tony Filson reporting to CEO Client Music TV Network - Multiplex, Multicast, Multi-platform Search Vice President or Sr. Vice President - Music Strategy Label & Artist Relations
Client Situation The CFO, CEO and Chairman of the parent company had utilized Filcro Media Staffing in the past for similar searches in and out of the music genre. As a former VIACOM executive, the CEO asked Tony Filson to function as Officer in Charge of the search.
Executive Search Committee Member Industry and Media Sector Inclusion
Music Publishing and Production
Online & Mobile Entertainment Programming
Music & Sports Venue Entertainment
The executive search committee (ESC) unanimously voted to retain Filcro Media Staffing (FMS).
Filcro Media Staffing is Retained
Filcro Media Staffing Tony Filson Officer in Charge of Search (OIC), met with the CEO and commenced with the search by first establishing the immediate and long term business goals determined by the CEO and CFO.
Filcro Media Staffing was provided with a strategic overview to review of where the board would like to see the firm from a structural and revenue perspective within 1-3 & 5 year increments.
Starting with (5) five diverse music genres as a multiplex broadcasting in over 100,000,000 million U.S. households as well as additional international markets, this Vice President of Music & Artist Relations would be required to bring forward the labels, artists and their management to participate in the TV programming required for each day-part as well as specials and concert series.
The media diversity and entertainment acumen of the board of directors brought about a quick consensus as who to the ideal Vice President or Senior Vice President would be. The board granted Tony Filson the financial latitude and autonomy to attract the best executive for the position. Ultimately, the proper experience was identified in a VP vs. SVP allowing for performance based incentives and assured continuity from an HR perspective so succession planning could take place as the channels expand from the original O&D charting.
The Challenges Facing The New Vice President of Music Strategy & Artist Relations
Evangelizing the benefits of appearing in 100 million households in a competitive space
Going from (5) five to (20) twenty channels of music programming at the cadence prescribed by the CEO.
Hiring staff as Directors, Managers and Associates of each music genre and or channel to replicate the SVP’s TV programming and development strategy.
Establishing direct relationships for the Network with Artists, Artist Representatives, A&R, Product Management and CMO/CSO/CRO level label executives
Creating an environment conducive to the music industry that fosters goodwill and immediate access for a diverse and sometimes fragmented constituency
Assuring that independent and major labels are given equal access to the Network.
Keeping the fans entertained by a diverse and at times unique experience not available with others in the same space
Assuring that sales has an opportunity to showcase and build sponsorships through access to artists and their music.
Developing a yearly roster of top entertainment for the Network's upfront presentation
Understanding media and music dissemination for TV, Cable, Satellite, Mobile, Online, Social Networking and OEM distribution and monetization.
Reviewing current music industry relationships for immediate TV appearances for affiliate sales and marketing ideation and creative services.
Filcro Media Staffing’s Recruitment Solution
Filcro Media Staffing proceeded to Identify the "best in industry" music and music TV executives with proven records of success in building similar organizations at the 3 to 5 year marks proposed by the CEO.
It would be essential that this Vice President or Senior Vice President have the capacity to exhibit the stability required to not only build but maintain continuity as “the go-to person” required within the music and TV industry. Someone who could make the upfront presentations a success with national advertisers and also fit in with with highly creative music industry artists and their representation.
From a management perspective we needed an executive who could manage teams and their support infrastructure while working internally to meet all programming and sales goals. Strategic and tactical capacity would be essential as the Network was being built-out.
As no single individual can be a musicologist across all genres the new VP could not be myopic in just urban, rock, Latin, pop or country music. We needed a music executive who with equal aplomb would assure that each channel was being contemporary to a demanding fan base across national geographics and diverse demographics.
Successful Vice President of Music Strategy Recruited
Filcro Media Staffing identified (5) five candidates based the CEO’s criterion.
What ultimately differentiated the top two candidates were their entrepreneurial exposure as well as their experience with the top two music companies in the world.
After a series of five total interviews with Filcro Media Staffing, the CEO and his staff, it was determined that one executive clearly had the experience, skills and drive as well the capacity to express the growth and longevity required to be a success.
From a cultural perspective the VP hired had worked in small and large music companies and understood the growth and building process on a granular and strategic level.
With over 12 years of music industry experience working directly with artists and their representation she had a current pulse on the market across 4 critical music genres that were directly related to the Network's launch.
As a manger she successfully built teams and mentored a number of talented people who grew substantially and became part of previous succession plans very similar to the O&D chart collaboratively established by Tony Filson and the Network CEO.
From live music in large venues to major music labels and TV Network appearances she had a known reputation for “win-win” business deals that left the artists, labels, broadcasters and the fans all happy based on her dedication, interpersonal skills and music industry acumen.
With a unique sense of business affairs she was able to articulate the finer points of contract negotiations in a manner that facilitated quick turnaround time and prevented undo renegotiation of terms. Her clear capacity to conceptualize, formulate, plan, execute and bring things to fruition were apparent to those who reported to her and to those she reported to.
Also as a senior marketing executive with a major music label she proved that she could create markets that were non-traditional. This out of the box, entrepreneurial approach to business development impressed the CEO and CFO as they grew to understand her thought process and modality. It was clear that she could emulate her process and instill these characteristics in others as the Network grew.
A formal offer was made and accepted within five weeks of Filcro Media Staffing being retained. Candidates from New York, Los Angeles and Nashville all enjoyed the executive search process and two of the second tier candidates are being considered for other positions within the Network.
A Filcro Media Staffing Music TV Executive Search Review
Vice President National Online Advertising Sales
Based New York, NY - USA Executive Search Firm Filcro Media Staffing with Tony Filson as OIC Reporting to Client COO in Washington, DC - USA
The Interactive Division of a multiplex music cable television network with over 100,000,000 subs. The Network is a division of a major media and entertainment conglomerate. The client enjoys niche dominance and branding on many platforms as a multiplatform, multiplex, multicaster serving a wide group of diverse demographics.
Vice President National Online Advertising Sales Music & Entertainment
The COO of the Interactive Group wanted to expand the advertising sales force by identifying a key sales executive to manage and build a national sales force in New York, Los Angeles and Chicago and the required back-office sales operational and client services infrastructure.
The COO was introduced to Filcro Media Staffing by the President of TV Network advertising sales who had conducted other senior level national advertising sales searches utilizing Filcro Media Staffing in the past.
Industry and Sector Inclusion
Book and Magazine Publishing
Interactive Media and Search Engines
The COO identified Filcro Media Staffing (FMS) and Tony Filson (TF) functioning as Officer in Charge of Search.
Filcro Media Staffing is Retained
Filcro Media Staffing Officer in Charge of Search (Tony Filson) had conducted many searches for the client company in the past and the COO was able to covey tactical and strategic goals without having to convey cultural nuance. Filcro Media Staffing’s successful experience with similar searches to monetize digital content across multiple media platforms and achieve business goals permitted a detailed understanding of what the COO was seeking in the new Vice President of Sales.
The COO of the Interactive Group was an exceptionally articulate and gifted media executive who able to covey his strategic goals clearly. His primary focus was to establish a national digital advertising sales organization that would be led by an executive who could lead and mentor others to gain internal and external consensus for convergent programs across multiple media platforms. At the same time, this new Vice President of Online Advertising Sales would be expected to function tactically across multiple verticals with clients and agencies and enjoy the duel player coach roles.
The COO wanted to remove himself from the advertising sales function to concentrate on the strategic business goals of the firm. The new sales executive we identified would be required to capitalize on convergent programs with the TV and Motion Picture Studio Divisions while building the Online Interactive Advertising Group (OIAG) to be a strong standalone entity unto itself. An online advertising sales executive who functioned with autonomy in the past while building national sales infrastructure in New York, Chicago, Detroit and Los Angeles would be required. Identifying the right cultural fit for the organization would be a challenge.
The character, morality and work ethic of this new Vice President were as important as their business acumen. Anyone speaking with the COO would immediately recognize he is a fine gentleman who wanted the new Vice President to be a reflection of what he had built over the years.
Some of the challenges facing the new Vice President
Building A National Sales Infrastructure
Mentoring Current Sales Staff
Adaptation of Creative Product to the Client
Formulation of Product for Future Platforms
Financial Management and Budget Controls
Client, Agency and Digital Network Relationship Building
Human Resource Concerns
Building Internal Consensus for Convergent Programs
Building Client and Creative Services, Inventory and Traffic
Building a Planning Process That Benefited TV and Interactive to Optimize Dollars
Filcro Media Staffing proceeded to identify over 100 executives in our initial universe of senior directors and vice presidents. Those with related convergent experience in broadcasting environments were top tiered and ultimately eight executives were recruited to participate in the search out of 23 “ideals” from broadcast and cable TV national online advertising sales environments.
It took three and a half weeks in total to identify, recruit, attract and qualify five top candidates from the eight candidates 1st tiered. The COO moved quickly to take advantage of Filcro Media Staffing’s cadence. The candidates with proven records of success were verified on (4) four levels and the pool was complete with three exceptionally qualified candidates from TV Network and Interactive Media & Entertainment environments.
The three final executives were all capable of building nationally and focusing on sales team development that could be responsive to clients and agencies tactically and strategically. Sales budgets were also similar and in line with the type of growth the COO expected over the next few years. The COO ultimately spent considerable time making his final decision as he truly felt that two of the executives reflected “exactly” what he wanted in his new Vice President.
Successful Vice President of Advertising Sales Recruited
The new Vice President ultimately hired had built a world-class national on line advertising sales organization as well as a self-sufficient New York, Los Angeles, Chicago and Detroit offices that facilitated sales, sales engineering, customer / client services and media operations. He had increased operational efficiency and customer retention by restructuring the advertising sales organization into three groups: sales, customer service and sales engineering. He was ideal to implement the type of “Change Management” that the COO wanted to differentiate Interactive Sales from the TV and Motion Picture Groups.
The new Vice President's prior experience renegotiating contracts with existing clients would also enable him to set new pricing points once he instituted the changes desired to creative content to meet the needs of new clients in desired verticals. He had lead account management teams in successfully implementing, tracking, reporting and optimizing interactive marketing campaigns to exceed specific ROI, CPA, CPL and CPS metrics. He was projected to increase sales by over 250% in his prior environment.
A prior track record of being transparent and accessible to management and board members was another key factor. The COO felt comfortable knowing that this new Vice President of National Advertising Sales was capable of detailed financial and sales reporting and being transparently accountable for his directives.
Working with and enhancing key relationships with clients and representing his prior employer(s) at industry trade shows, conferences and network events, including iMedia, IAB, Shop.Org, i-adworld, MediaPost and Ad:Tech also made him a very visible person in the interactive community and noted were speaking engagements included BtoB’s Meet the Experts and IAB’s Search Road Show .
With clear strengths in new business development, team building, financial management and a creative capacity with interactive product development this executive was a true match on every level. His education being focused on finance, the COO knew that the new Vice President would express fiscal responsibility in all the areas that reported into him.
On a cultural level the new Vice President was very much like the COO and a good fit for the organization. The new Vice President is known as a caring, honest, smart and diligent executive by those who know him personally and professionally. Our firm was very fortunate to bring forward such a talented executive to be hired who could facilitate every aspect of the COO’s immediate and long-term business objectives.
This executive has accomplished everything the COO mandated and Filcro Media Staffing was instrumental in identifying subsequent sales executives as the executive search firm of record that built the national infrastructure desired around the Vice President in New York, Los Angeles, Detroit and Chicago.
Filcro Media Staffing Broadcasting Executive Search - Music Media Search Group
This Filcro Media Staffing case history profiles Filcro Media Staffing as the search firm of record with Tony Filson as Officer in Charge of Search recruiting a Director of Integrated National Advertising Sales
Director National Advertising Sales - Integrated Media
Media Industry Businesses Broadcast TV, Cable TV, Satellite TV, Mobile, Online, OEM
Traditional TV Advertising
(DR) Direct Response
Based New York, NY USA
A multicast multiplex cross-platform music TV network with advanced modality in areas relevant to monetization, dissemination, licensing, technology and music industry integration to circumvent traditional roadblocks associated with (8) eight media platforms
Direct Report Chief Revenue Officer (CRO)
Search Firm Filcro Media Staffing, Officer in Charge Tony Filson
Due to increased competition in the music space regarding, affiliate agreements, licensing costs and technology developments the board of directors opted to model future multiplex music distribution across multiple music genres on the monetization of (8) media platforms as directed by a newly hired CRO.
The CRO having prior experience in a multi-billion dollar U.S. based media and entertainment conglomerate wanted to eliminate redundancy and increase the efficacy of each individual sales professional to reflect his vision of cross-platform integrated media advertising sales being conducted by singe points of contact vs. silos of competing internal media interests.
The areas of responsibility with regard to national advertising sales would be on all (8) eight media platforms that the Music TV Network would be disseminating across.
The Filcro Media Staffing Recruitment Solution
Based on Filcro Media Staffing’s prior experience recruiting for each individual media platform and also for integrated media platform executives, Tony Filson as Officer in Charge of Search opted to start with revenue goals associated with each platform and initiate universe compilation based on the revenue objectives of the CRO.
Tony Filson directed Filcro Media Staffing’s recruitment research staff to break down New York, Los Angeles, Chicago, Boston and Miami markets based on the advertising agency and direct client spends across the business verticals relevant to the demographics of each music genre or channel associated with each platform. Combining these numbers offered many challenges as in some instances mobile and online numbers were integrated as were TV spend dollars that sometimes overlapped with OTA, MSO and Satellite. Deriving social networking numbers were also a challenge as many of these dollars were stripped from other platform budgets.
As the firm has been retained to build out New York, Los Angeles and Chicago we opted identify the New York Director of National Advertising Sales first. Based on the proximity of the firm’s executive offices, the advertising agencies and the higher expectations of revenue budgets from New York this was logical and proved to be effective from a process perspective that we could emulate in Los Angeles and Chicago.
Music monetization acumen was no doubt Filcro Media Staffing’s primary focus here. It was amazing when speaking with those outside of music and or music advertising sales to see how many of them failed to understand the proposition as it related to all the media platforms, the agency and the client and the consumer.
With B2B, B2C & C2C offerings we needed a Director who could grow rapidly as they would have to hire additional staff as Managers and Account Executives once initial budgets were met. With so many opportunities for traditional ad sales and sponsorships it was essential that this Director was able to recognize opportunities that most advertising sales executive would not capitalize on.
As player coaches in each geographic these Directors would have to work with ideation, RFP response and sales planning resources that were lean compared to some other environment they had worked in. The Director in New York had to understand the importance of building a solid foundation that worked so each platform, the agency, the client and the consumers were involved in seamless assimilation and dissemination
One concern of Tony Filson was the optimal mix of clients and agencies to support such a diverse offering of music genres. As examples CPG, QSR, Automotive, Beverage, Adult Beverage, Travel, Apparel, Entertainment, Footwear, Electronic, Financial and Gaming would lean towards specific music genres in some instances, day parts and rotations. R&B, Country, Rock, Jazz, Latin, Pop, to name a few would no doubt offer individual challenges and advantages. Finding a person with the right agency and client mix would be essential who could fit into this unique culture.
Filcro Media Staffing has had extensive experience over the years with TV and Music industry recruitment. This industry related recruitment experience allowed the firm to complete the search ahead of the proposed schedule. The CRO was very pleased
The New Director Recruited
The new Director of National Advertising Sales recruited by Filcro Media Staffing was hired by the CRO from a initial pool of 63 candidate, placed into 3 tiers, with 4 candidate ultimately making it into the first tier.
With 14 years of combined work experience the new Director was a well honed advertising sales executive. As a matter of fact, Tony Filson had recruited for two of the firm’s that the Director had worked for in the past. Filcro Media Staffing had no conflict of interest nor was the new Director currently employed at a firm that had retained Filcro Media Staffing within the past year.
Most currently the new Director worked for the number one TV Music entity associated with the primary demographic and three of the key music genres of the new firm she would be joining.
The new Director was recruited based on her extensive mix of agency and direct client contacts that touched on EVERY area relevant to the CRO for ramp-up in New York.
Coming from a multi-billion dollar media and entertainment brand the CRO and the new Director had a great deal in common with their revenue expectations and the process to accomplish their revenue goals.
What amazed everyone was what a unique fit this new Director was from so many perspectives. Not only had she worked in OTA, Cable and Satellite, her Online, Mobile and Social Networking integration was outstanding.
Prior to working in TV the new Director had lead monetization within the music industry with the world's largest producer and distributor of music.
Starting her career in print advertising sales she was well aware of the past and how legacy media failed to grow with the needs of the consumer and the advertising industry.
Going forward she successfully sold as an individual seller generating 10’s of millions of dollars. As a team leader and manager of a national sales team she most recently, met a an 80 million dollar budget running East Coast National Sales for her last employer.