THE SHOW: This week, the talented and smart Roslyn Cobarrubias joins me to chat about her journey from being an early employee at Myspace to building a name for herself professionally to launching her own startup, mydiveo. She candidly offers her reflections on how to build a life and career you love along with her approach to networking, transitions, and more.
Roslynn Cobarrubias is the Co-Founder and CMO (Chief Marketing Officer) of mydiveo.com, the global artist discovery platform & creative network that was recently privately funded (launching this Spring) and Founder/CEO of the Third Floor Network Marketing Agency & Video Production Company. She is the former Senior Director of Artist Relations & Integrated Marketing at Myspace.com, a company she helped market at it’s beginning stages and develop for close to 10 years. Cobarrubias has over 15 years of social media and music industry experience specializing in grassroots marketing, artist relations, advertiser integrated marketing and event ideation/execution.
At Myspace, she was the first marketing employee apart of the team that helped the former #1 website in the world grow from 2M to over 200MM users in record breaking time, helping to launch Myspace Music, Myspace Latino, Myspace Comedy, Myspace London & Myspace Mexico. She was also apart of the chosen few that were selected to relaunch the newly designed site purchased by Specific Media and investor Justin Timberlake in 2013. During the transition, she booked talent that appeared in the 2013 relaunch campaign that featured artists such as Iggy Azalea, Pharrell, Chance the Rapper, Mac Miller, Schoolboy Q, and many more. Myspace was successfully revamped in 2013 with an increased monthly unique user base of over 36M globally prior to her departure.
Under her previous position as the Director of Urban Editorial, registered urban artists exponentially grew from 126 registered Hip Hop / R&B artists to over 2MM, making it the largest genre for registered artists on the site and largest urban music community throughout the globe.
Roslynn worked with strategic partners such as the GRAMMYS, American Music Awards, XM Radio, BET and VIBE which led to joint partnerships like the GRAMMYS/AMA red carpet livestream, XM Show Us What You Got National Contest, BET Myspace Music Rookie of the Year televised Hip Hop Award and VIBE Verses Program. Her executive role included wearing several hats including but not limited to marketing the social music platform to creatives and consumers, leading the artist relations team in developing, managing, marketing and executing programs that integrate music artists and celebrities with top advertising brands as well as researching and booking artists for editorial features and franchises.
At Myspace.com, Cobarrubias has ideated, produced or executed concerts and/or original online programming for artists and brands that generated more than $50M in revenue for the company that included but not limited to Rihanna, Jay-Z, T.I., Justin Bieber, John Legend, Kanye West, Manny Pacquiao, Lady Gaga, 3OH!3, Jesse McCartney, Alicia Keys, Snoop Dogg, 50 Cent, Kendrick Lamar, Miguel, DJ Hero, Xbox / Dance Central, HP, Wendys, Budweiser, AT&T, Coca Cola, Budweiser, XM Radio, Smirnoff, Heineken, Adidas, Touchstone Pictures (Step Up Franchises), MTV Films, Official Myspace DJ Program and many more.
Currently, the Third Floor Network has secured talent for TV, radio, brand and internet campaigns with artists such as Quincy, Nick Jonas, Kendrick Lamar, Steve Aoki, Cage the Elephant, Chromeo, Matt & Kim, Alesso, Big Sean, Fitz and the Tantrums, The Game, Ice Cube, Jasmine Villegas, Schoolboy Q., Mack Wilds, Sevyn Streeter, Sean Kingston, B.o.B, Casey Veggies, Ty$, Liane V., Far East Movement, Isaiah Rashad, Travis Garland, Pusha T, Skeme, DJ Vice, Austin Brown, Wiz Khalifa and the Jazmin Sisters & The Pharcyde to name a few. The talent have been featured in programs/franchises such as You Tube’s Tubeathon, What’s Trending Weekly Series and CES/Bonnarroo Festival Specials, Diddy’s Revolt TV “News” & “Revolt Live”, SKEELIVE hosted by DJ Skee on Mark Cuban’s AXS TV, SkeeTV on Fuse TV, Pandora’s Premiere & Whiteboard Sessions on Pandora Radio, & ongoing on Myspace.com. She has helped to consult to produce over 500 concerts and events including the NFL Pro Bowl Week Digs Hawaii annual concerts & nightclub hostings across the globe from London to Philippines to Miami.
In 2009, Roslynn was named one of Billboard Magazine’s “Top 30 Music Industry Professionals Under 30″ alongside other professionals like Justin Bieber Manager Scooter Braun and Drake Manager Cortez Bryant. In 2007, Roslynn was featured in The Source Magazine “Power 30″ alongside notables Diddy and Russell Simmons with Myspace Co-Founders Chris DeWolfe and Tom Anderson. With other features in XXL Magazine, LA Weekly, Audrey Magazine etc. – her most important feature remains a cover story in the Filipino global newspaper servicing her community- the Asian Journal.
Cobarrubias has worked in every aspect of the music industry from radio to promotion to marketing to production at various companies including the LA Music Network, Radio Express, OnAir, Radio Disney, Little Brown Girl Clothing and the National Association of Record Industry Professionals. She prides herself in helping others promote their passions which stems from her early career hosting and producing one of L.A.’s top and longest running positive Hip Hop radio shows called Third Floor Radio. The show centering around bridging the gap between 3 levels of past, present and future generations of quality music, sparked the creation of her own integrated marketing, social media consulting and production company called the Third Floor Network. The network has developed some of the most prominent and recognizable GRAMMY award winning artists and “behind the scenes” executives in the current music industry.
Aside from her busy schedule helping artists she believes in, in her spare time, she hosts, DJs and produces the credible Third Floor Radio Show on the new Dash Radio which has featured previous specials including artists like Kanye West, Drake, J.Cole, A Tribe Called Quest and Ryan Leslie. She can also be seen as a host at various televised or livestreamed events like the GRAMMY/CBS Live stream, Funk Volume Music Conference, Pow Wow Hawaii Festival, MTV Awards Radio Room and Alice in Wonderland “Almost Alice” broadcast featuring Anne Hathaway and Johnny Depp or as a speaker/host at offline panels, concerts and artist new album listening sessions.
STUFF DISCUSSED IN THIS EPISODE
Fast Company giveaway – enter by rating and reviewing Behind the Brilliance here or on iTunes!
Roslyn’s company – mydiveo