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About Me

About Me

Music, Marketing, & Tech

About Steven Garza

Music, Marketing, and Digital Media Professional with 20+ years of experience in Radio, Events, Large-scale Concerts, Web, Marketing, Brand Management, and Artist Relations, bringing a proven knowledge of creative strategy, vision, communication, and management with an emphasis on the music and entertainment industry.

Passionate about music, culture, art, and technology. Capable of developing and implementing cutting-edge messaging and marketing strategies for global brands and the audience who matter to them. Ideate best-in-class content to build identities, amplify exposure, leverage audiences, and maximize revenue goals all while upholding the integrity and public image of the brands involved.

Have worked with some of the world’s most emblematic musicians, and have developed digital branding products and campaigns for some of the globes most influential international brands delivering effective and inclusive messaging strategies to a multitude of channels and consumer demographics.

Career Portfolios Below Blog

Expertise with

Experience

PROFICIENCY, COMPETENCY, & MASTERY

Experience

Leadership

Innovation, Planning & Decision Making
97%
Communication, Delegation & Time Management
93%
Team Buidling, Mentoring & Problem Solving
91%

Mass media

Radio Broadcasting & Streaming Media
97%
Online Media & Social Media
95%
Advertising & Inclusive Marketing
92%

Concerts & Festivals

Special Event Production & Operations
96%
Conceptualizing, Branding, Scheduling, & Artist Booking
91%
Contracts, Partnerships & Sponsorships
84%

Blockchain

Web 3.0
38%
NFT
48%
Crypto
32%
History

Career trajectory

Professional History

Director Of Operations

  • PrototypeCulture
  • PrototypeManagement
  • PrototypeRadio™
  • PrototypeVentues, is an electronic music holdings company with subsidiaries focused on live events, artist management, and online radio under a prototype methodology. The concept is to deliver unique user experiences while adopting blockchain foundational technology such as DeFi / cryptocurrency, NFT’s, Smart Contracts, dApps, and other Web 3.0 developing technologies to support wider industry ecosystems.
  • Responsible for all facets of special event production and operations including conceptualizing brands, strategic marketing, scheduling, budgeting, site selection, artist booking, artist visas, acquiring permits, coordinating transportation and parking, developing partnerships, sponsorships, booking sound, staging, and visual equipment, arranging experiential event decor, event security, coordinating with third-party vendors, local authorities and emergency plans.
  • Manage an eclectic roster of established electronic musicians and artist managers.
  • Relaunching a radio broadcast in 2023 as a 24/7 online station featuring guest artists.
  • Digital Brand Manager

    • V-103 WVEE-FM
    • Star 94.1 WSTR-FM
    • Radio.com
  • Director of Digital and Brand Operations of Nielsen's ratings top Urban (Hip Hop and R&B) radio station in the United States V-103, and Star 94.1.
  • Led and coached a stellar roster of radio and television luminaries such as Big Tigger of BET's Rap City, Frank Ski, Greg Street, and Ramona DeBreaux.
  • Developed brand, marketing, digital, social media, and copyright strategies and best practices to insure the success of of the overall digital and brand strategy.
  • Directed, captured, and published breaking news, interviews, and new music World Premieres with some of the most emblematic musicians and celebrities being first to cover on the planet.
  • Innovated Entercom’s first national content distribution initiative to feature content on the homepage of every Urban radio station across the Entercom network resulting in increased brand visibility and ratings.
  • Developed partnerships with high-profile music sites resulting in an increase of 35% in new audience reach, digital ratings, social, and brand penetration in areas where the radio station previously had no posture.
  • Director of Digital Operations of several signature concerts and festivals at 20,000+ arenas, managing large teams that consisted of radio talent, influencer's, content directors, social media managers.
  • Digital Program Director

    • iHeartMedia Southeast Division
    • Power 96.1
    • 94.9 The Bull
    • ALT 105.7
    • 96.7 The Beat
    • La Zeta 105.3
    • 640 WGST
    • Georgia News Network
    • Total Traffic Network
    • iHeartRadio
  • Served as the first Digital Program Director for iHeartMedia Atlanta oversaw the digital operations and collaborated with a region of 62 radio stations in Atlanta, Albany, Augusta, Columbus, Macon, Savannah, Charleston, Columbia, Myrtle Beach, and Florence.
  • Successfully strategized innovative ways to adopt emerging technologies to grow ratings and set the brands apart from competitors.
  • Led coached and developed local and region team members including, digital, on-air, promotions, sales, and record label reps, to succeed and remain competitive in a fast-paced LIVE environment.
  • Created the digital media, social media, legal, and copyright best practices for team members.
  • Conceptualized and developed award-winning brands, campaigns, content, products, and sales tools, including a large portfolio of iHeartMedia sold-out arena festivals and concerts.
  • Served as Creative Director and Lead Project Manager for several local and national campaigns and projects that generated $1,000,000’s of dollars YoY in revenue placing the cluster at #1 in digital sales within the region.
  • Directed and produced content with celebrities and international recording artists that syndicated across 100’s format-related radio stations in the United States within iHeartRadio's vast network maximizing assets.
  • Director of Digital Operations of several flagship iHeartRadio concerts and festivals at 20,000+ arenas, directing large teams of radio talent, content directors, social media managers, and videographers. Concert and Festival list available here.
  • Collaborated in developing one of the largest social media footprints in media locally and within the company.
  • Awarded 15 industry awards, 11 of which were the first-ever awarded to iHeartMedia as a company.
  • Selected to form part of the national beta test team of iHeartRadio before the initial launch of the platform.
  • Achieved and surpassed all goals presented during tenure.
  • Digital Operations Director / Digital Program Director

    • 94.9 The Bull
    • Project 96.1
    • Wild 105.7
    • El Patron 105.3
    • 640 WGST
    • ESPN Deportes
    • 96.7 The Legend
    • 92.3 Comedy 24/7
    • Georgia News Network
    • Total Traffic Network
  • Served as the first Digital Operations Director for Clear Channel Atlanta, and led the digital operations initiatives of the digital programming department, managing a team of six Online Content Directors to create topical and timely content ideas to further grow audience reach that also assisted in reaching sales-related revenue goals.
  • Positioned the most troubled radio station in the cluster as the leading Hispanic radio station within the format in all of Clear Channel Media & Entertainment.
  • Recognized as a digital leader by the Senior Vice President of Hispanic radio for Clear Channel Media & Entertainment, Alfredo Alonso, and developed a national home page content for a network of twenty-five Spanish radio stations in his "La Preciosa Network" to become a leading Spanish language radio provider in the United States and contributed towards the audience and revenue growth of each market that included, WBZY-Atlanta, KBFP-Bakersfield, WNUA-Chicago, KSAB-Corpus Christi, KUNO-Corpus Christi, KFSO-Fresno, KPRC-Monterey, KKDD-Riverside, KTZR-Tucson, and KIZS-Tulsa.
  • Successfully strategize innovative ways to use all digital technologies and assets to grow terrestrial ratings, digital ratings, increase fan engagement and increase revenue.
  • Developed national partnerships with interactive companies such as Listener Driven Radio becoming one of the first markets to launch the product and also Ustream, to conduct interactive web chats between established international artists and listeners. This partnership marked the first partnership between Ustream and a radio broadcaster in the world.
  • Served as Creative Director and Project Manager for several national projects including, the design of the rock band Korn's next album cover which was launched on all Clear Channel Active Rock stations within the United States. A partnership with Coca-Cola to introduce the new Coca-Cola Freestyle fountain drink dispensers to consumers before it was introduced worldwide. These projects were received as a success by the clients and secured millions of dollars in revenue for the company.
  • Director of Digital Operations of several iHeartRadio concerts and festivals at 20,000+ arenas, directing large teams of radio talent, content directors, social media managers, and videographers. Concert and Festival list available here.
  • Awarded 5 industry awards, three of which were the first ever awarded to Clear Channel as a company.
  • Successful in ideating, prioritizing, and achieving all audience goals presented during tenure.
  • Radio Show Host & Executive Producer

    • WWVA-FM 105.7 - WWLG-FM 96.7
    • iHeartRadio
    • Electric Sound Stage
  • Created a pioneering electronic music radio program that featured world-class electronic DJ's.
  • Debuted on a reporting top ten major market radio station and delivered good ratings from the first quarter.
  • Reached national syndication through various platforms in less than 6 months from launch.
  • 75% of the artists featured debuted on American terrestrial radio and iHeartRadio on PrototypeRadio.
  • Programed the music, booked guests, scheduled artists, and produced every feature.
  • Some of the artists featured include Deadmau5; Justice; Skrillex; Steve Aoki; Swedish House Mafia; Paul Oakenfold; Orbital; Ferry Corsten; Afrojack; Diplo; Kaskade; Markus Shulz; Bassnectar; Armin Van Buuren; David Guetta; Avicii; Goldie; Photek; and Hardwell. Extended list available here.
  • Exclusively premiered artist singles in the United States and launched album campaigns for artists such as Skrillex’s Bangarang.
  • Created partnerships with national brands and music festivals such as Ableton, Roland, SOL Republic, ID Festival, CounterPoint, TomorrowWorld, Imagine Music Festival, & Ultra.
  • PrototypeRadio was selected by ID&T to provide the infamous TomorrowWorld narrative voice for its live YouTube Broadcast and did real-time artist interviews all three years reaching a worldwide audience in the 10,000,000’s.
  • Awarded a YouTube Creators Award within the first year of broadcast for achieving an audience of over 100,000 subscribers.
  • Regarded as an expert by industry peers and was selected to form part of music panels such as Winter Music Conference and PromoOnly Summer Sessions.
  • Nominated for Best Syndicated Mix show by PromoOnly Summer Session within the first year of broadcast.
  • Invited to serve as one of seven major market national ambassadors by Astrelwerks / Capitol Records to host the official farewell and last album listening party for the world-renowned EDM supergroup, Swedish House Mafia.
  • Chosen to attend the iHeartRadio Music Festival to exclusively cover all EDM performances featuring Deadmau5, Swedish House Mafia & Calvin Harris for iHeartRadio on a national level.

  • View PrototypeRadio Portfolio

    Interactive Program Director | KLAQ, KSII, & KROD

    • 95.5 KLAQ-FM
    • 93.1 Kiss KSII-FM
    • 640 KROD-AM
  • Served as the first Interactive Program Director within the market for Townsquare Media.
  • Initiated the clusters adaptation of early digital media technologies completely overhauling the operational structure. This includes migrating from static HTML websites to dynamic Content Management Systems, introducing talent to blogging, working in conjunction with radio engineers to incorporate live web streaming, and bringing the brands to developing social media networks such as Facebook, Twitter, Ustream, and YouTube.
  • Worked closely with the Market President, Program Directors, Sales Managers, and record labels to tailor digital strategies, increase brand recognition, and maximize revenue opportunities.
  • Worked in conjunction with terrestrial Program Directors' counterparts to program and monitor stream break content.
  • Developed all the radio stations' marketing and promotional materials including branding, print, digital, outdoor, and audio.
  • Formed part of a national development team that aided in the development, testing, and deployment of the companies first proprietary content management system utilizing the DotNetNuke platform.
  • Recognized as a digital leader within the company by McVay Media as was responsible for developing one of the largest online audiences and social media footprints within the company and the marketplace.
  • KLAQ-FM is regarded as the premier rock concert promoter in the region and was responsible for creating all marketing materials for a large portfolio of concerts and festivals with some of the biggest acts in the world of rock music.
  • Director of Digital Operations of several concerts and festivals. Concert and Festival list available here.
  • Awarded six industry awards, one of which was the first Viral Video Award ever awarded to Regent Broadcasting as a company or to any advertiser in the region by the American Advertising federation.
  • Achieved and surpassed all digital goals presented during tenure.
  • Creative Director

  • In charge of directing, strategizing, and developing marketing campaigns, and corporate identities and communication packages for some of the most respected companies and brands in the southwest.
  • Responsibilities included developing projects from initial concepts through final presentations; promotional campaign consulting, creative conception, storyboarding, creative design, interactive design, translation, client contracting, and management.
  • Led and oversaw all creative projects and was responsible for the overall quality of work produced by the creative department.
  • Senior Graphic Designer

    • Vidal Sassoon
    • Dr. Scholl's
    • Sunbeam
    • Vitalis
    • OXO
    • Hot Tools
    • Brut
    • Karina
  • Served as Senior Graphic Designer for a Fortune 500 corporation that represents some of the world's most trusted consumer brands include; Revlon, Vidal Sassoon, Dr. Scholl's, Sunbeam, Vitalis, HealthOMeter, Karina, OXO, Brut, and others.
  • Responsible for the development of Helen of Troy product graphics, advertising projects, and product packaging that can still be seen around the world today.
  • Produced numerous magazine ads for several Helen of Troy products and brands in international publications such as; Cosmopolitan, Glamour, Vanity Fair, InStyle, and American Salon.
  • Project Manager of the International Helen of Troy product catalog that were distributed in 18 countries around the world.
  • Developed annual stockholder presentations and media kits that was used to establish the company's brands on a global level.
  • Founder - Operations Director

    • Electronic Music Event Producer
    • Artist Manager
    • Talent Agent
  • One of the key southwest electronic music entities in an emerging genre, that initiated by producing raves in warehouses, deserts, and other clandestine venues to eventually succeeding by finding approval by local, state, and international officials to indemnify electronic music events, as lawful special events that evolved into nightclubs and large municipal special event centers.
  • Responsible for all facets of special event production and operations including conceptualizing, scheduling, budgeting, site selection, artist booking, artist visas, strategic marketing, acquiring permits, coordinating transportation and parking, developing partnerships, sponsorships, booking sound and visual equipment, arranging experiential event decor, event security, coordinating with third-party vendors, and emergency plans in two different counties with two different legal systems.
  • Operated in several markets including El Paso, Albuquerque, Phoenix, Denver, Juarez, Chihuahua, and Monterrey Mexico.
  • One of the first international electronic music event producers in the United States producing events in Mexico and having an understanding of Mexican laws and special event regulations.
  • Contracted early adoptive electronic music entities such Raveworld.net, Raves.com, and Massive Mag to bring electronic music in the southwest to the forefront.
  • Created an advocacy alliance with the American Civil Liberties Union to challenge entities that wrongfully misrepresented electronic music, attended such events, or formed part of the culture during its early inception.
  • Implemented the cities first on-site substance abuse awareness program at events in conjunction with the ACLU and the national harm-reduction program DanceSafe, to educate, and provide awareness during a time when most music-driven events (within all genres) were plagued with drugs and society lacked the involvement to provide information on substance abuse at live events.
  • Served as a North American booking agent exclusive and non-exclusively (excluding California) for international electronic musicians including, 808 State, Paul Daley of Leftfield, Dynamix II, Jackal & Hyde, Tilt, Parks & Wilson, The Flash Brothers, Terry Mullan, Dirty Vegas, Telepopmusik, and many others. Full list available upon request.
  • Education

    Continuing Education

    Education

    • Music Business Administration
    • Music Finance
    • Music Publishing
    • Music Licencing
    • Music Copyright
    • Music Supervision
    • Music Marketing
    • Artist Management
    • Touring

    Expected Graduation 2024

      Courses

    • Music Business Foundations
    • Copyright Law
    • Creativity And Entrepreneurship
    • Brand Development and Funding

    Specialization ID: DJXBVWEG47AS

      2021 - 2022

      Organization: Hubspot Academy

      1. Inbound Marketing Certification ID: 1ce38aca99a84f6f9cefb58154373ead

      2. Digital Marketing Certification ID: 8a44ad723bc94b989dad4538ddacd1d7

      3. Social Media Marketing Certification ID: 1ce38aca99a84f6f9cefb58154373ead

      4. Content Marketing Certification ID: 2ac14b81f1084230894586f8ab35b937


      Certification Link 1 - Certification Link 2 - Certification Link 3 - Certification Link 4.

        Issued 2022.

        Organization: Council for Six Sigma

        Credentials ID's: b9b8hjWOcf & NDIy02a1YA
        Credential Link 1 - Credential Link 2

          Issued 2022.

            Organization: Meta - Facebook, Instagram, & WhatsApp.

            6 Certifications in Specialization

          • Social Media Marketing
          • Social Media Management
          • Social Media Advertising
          • Advertising With Meta
          • Measure and Optimize Social Media Marketing Campaigns
          • Meta Social Media Marketing Capstone

          Specialization ID: ZNMJRDMV6DKN

          Issued 2022 - Expires April, 24 2024.

          Meta Blueprint Certified Meta Blueprint Certified

            Organization: YouTube

          • Music Content & Channel Strategy
          • Promotions & Engagement
          • Analytics
          • Business & Revenue
          • Rights Management

          Certification ID: 103112987 - Credential Link.

            Issued 2022. Expires July 19, 2023.

            Organization: YouTube

            • Digital Music Rights on YouTube
            • Music Assets
            • Claims & Policies
            • Delivery & Data Management

            Certification ID: 103450399 - Credential Link.

              Issued 2022. Expires July 19, 2023.

              Organization: YouTube

              • Copyrights
              • Rights Enforcement
              • Business Operations

              Certification ID: 105471310 - Credential Link.

                Issued 2022. Expires August 8, 2023.

                Organization: Google

                Credential Link.

                  Issued 2022. Expires January 19, 2025.

                  Organization: Google

                  Credential ID: 103484264 - Credential Link.

                    Issued 2022. Expires July 19, 2023.

                    Organization: Twitter

                    Credential ID: 192381406 - Credential Link.

                      Issued 2022. Expires 2023.

                      Organizations: Twitch - Amazon.com, Inc.

                      Credential ID: 1843019 - Credential Link.

                        Issued 2022.

                        Awards

                        Industry recognition

                        Awards

                        Recommendations

                        References and

                        Recommendations

                        Download Resume in PDF Format