The man behind the idols of artists like INNA, The Motans or Irina Rimes
A month ago, we started a campaign through which we let you get to know each member of the Gun Media team through the eyes of their colleagues. We started this campaign based on something we believe in very much, namely that the most important investments are those made in people. Moreover, as you probably already know, we like to say that the most important asset of our agency is the team.
Just like that, the interview below came out, with the first employee of the agency under the Gun Media brand, a former colleague whom we are proud of even now.
Andrei Lupean joined us immediately after finishing college, looking for his first serious job, and today he works in the Playlist Optimization & Growth Department at Global Records.
We wanted to talk to him a bit about beginnings, but also about what he has managed to build up to this day. We found out that he loves his job and considers it a ‘dream job’, that he puts passion into everything he does, and that all his time is free, but not really.
We also found out that he still uses the knowledge he acquired here, and that made us very happy. Plus, at the end, he left some advice for those who want to discover digital marketing.
We encourage you to read this interview because you will discover a good example to follow and an inspiration for anyone who is just starting out in this field.
Tell us a bit about what you do today and what you like most about your current job.
Today I am in a transition process from the role of Head of Digital @ Global Records to a new department that I am setting up within the company – the Playlist Optimization & Growth Dept.
If in the last almost two years I have dealt with everything digital (from Social Media & Paid Media to Digital Streaming and Music Distribution), now I will have a much more applied role in what I have wanted to do for a long time: increasing the exposure of the music catalog through music curation, growth hacks techniques, SEO & paid ads.
Basically, it’s my dream job so far. I have already formed a team with 2 other super talented and versatile people. I can’t wait for the end of the year to boast about our results.
Which artists have you collaborated with so far?
I worked on most of the Global Records releases from mid-2020 until now, so almost all the artists from the Roster. There’s no point in listing them all because there are many, but INNA, Minelli, Carla’s Dreams, The Motans, Irina Rimes, EMAA, Killa Fonic, Alina Eremia, Antonia, Olivia Addams, Holy Molly, etc. etc.
If you look back to your college days, have your dreams/plans from back then come true?
Professionally, I would say about 500%. My first job from college was PR for a Pub on the university campus in Cluj-Napoca. Cleo Pub, for connoisseurs. Three or four years later, I was Digital Marketing Manager at Berăria H – one of the largest event venues in the country.
Of course, after ‘schooling’ with Robert at Gun Media.
And today, Global Records – the largest label in Romania and probably the largest independent label in Europe in the coming years. (that’s what we aimed for).
What qualities do you think have helped you evolve?
It sounds like a cliché, I know, but I think my flaws helped me the most to evolve: ambition, obsessive curiosity, FOMO, and overthinking, etc. At times, the trust of my parents, friends, and my own confidence in myself also mattered.
How did you earn your first money?
Hmm, I think I’ve already answered question 3. Actually, not quite. The first time I earned money from my work was at an event in Cugir – the city where I grew up – in high school. That’s when I realized I wasn’t cut out for a day laborer career, so I had to stick to school…
How did you decide to get into marketing? What directed you towards this field?
There were several factors and people who influenced this. But I think the most important was that it seems to be the only field that values all the skills I have or want to acquire.”
How did you get to Gun Media and what did the agency look like back then?
I arrived at Gun Media a few months after I moved to Bucharest. I applied for all the jobs in the field, but nothing was coming up because ‘I didn’t have experience’. I was already convinced that I would get a job as a waiter for a while when the phone rang… it was Robert. Back then the company was called Great SEM and there were 4 people. And after about 1 year, I think, we set off with just Robert, under the new brand and with a few clients.
What did you learn during your time at Gun? Are there things you still use today in your work?
It’s much harder to list what I learned at Gun than the artists I’ve worked with so far, so I won’t dare. But I certainly use all of them or try to refine and take them to the next level. The basics, for sure, I got from Robert and from the colleagues I worked with alongside him.”
You’ve had the opportunity to work for well-known artists. What do you consider to be the biggest challenge in this regard?
The biggest challenge was understanding their art, vibe, and target audience. I come from an Underground Rap area in particular, so I had to adjust to new patterns, which I didn’t understand or weren’t necessarily preoccupied with. Luckily, data doesn’t lie very often, and with a bit of intuition and experience, you can do pretty much anything in our field. If you’re passionate about it and want to dig into it, of course.
In your view, what are the most effective channels for the entertainment industry when it comes to digital marketing?
It depends on the perspective: Organic? Paid Media? Revenue? For both organic growth & paid, by far TikTok. Then, for the music industry in Romania, I would say YouTube, Spotify, Instagram, Facebook, Telegram/Whatsapp/Discord, Twitch. In that order.
What tips & tricks can you give us when it comes to promoting artists?
Just like in e-commerce, you need to have a good product and a healthy brand to work with first. Afterwards, you need to have a well-sized, cohesive, and passionate team to offer artists the services they need.
We would love for you to tell us about the most interesting campaigns you have implemented over time.
Pff, the first ones that come to mind: the last 2 editions of The Artist Awards, the Playlisting campaigns for Global Records, Black Friday at Berăria H – ticket discounts for events, The Night of Advertising Devourers 2020 – the first online edition, Black Friday at Cupio, idk. There are too many, but almost everything that is a big, solid project and comes with a lot of dopamine afterwards.
We know how involved you are in your job, but we would also like to know what you like to do in your spare time.
At the moment, it’s quite difficult for me to make a distinction. I believe all my time is free by default, and I try to make each moment relevant in its own way. I’m passionate about music, digital marketing, and that’s what I do all the time. As for the rest: girlfriend, parents, friends, like everyone else.
what are your future plans?
My plans for the future are to further explore my professional path, continue making music, and maintain a balance in my personal life while avoiding monotony and external pressures.
Lastly, what advice would you have for those looking to start a career in digital marketing?
- Start somewhere.
- Continuously convince yourself that this is your path.
- Accept that hard work is more important than talent, as in any other field.
- Be ready to apply these three points whenever necessary.