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893: Cassie Petrey – Building Your Brand Image Like a Celebrity


I've often said that recognition is a strategy, not a destination. Few of us want to be stars or celebrities, but smart marketers today understand that recognition is a strategy to build your brand and business. So, how can you leverage social media to build your brand image like a celebrity? Let's find out from someone who's been behind the scenes of some of the most iconic artists’ social media marketing. Today I'm joined by Cassie Petrey to discuss the importance of recognition in building a brand and business on social media. Cassie shares insights from her work with celebrated creators, emphasizing that while recognition is essential, it should not be the sole focus. Cassie and I explore the need for discipline, self-belief, and passion in navigating the challenges of social media, as well as adapting one's style to suit different platforms while maintaining brand consistency. Tune in to discover valuable strategies for leveraging social media to its fullest potential for your business.


Cassie Petrey has been the woman behind some of the most iconic artists’ social media marketing including Backstreet Boys, Camila Cabello and Britney Spears. Cassie is the co-founder of Crowd Surf, a leading marketing and music management firm. She is an original fan girl whose ‘tween admiration for the Backstreet Boys led her at age 12 to create a newsletter that reached fans worldwide — then years later she helped seal the band’s decades-long superstardom by re-introducing them to next-generation fans. At age 17 as a college rep for Warner Music Group, Cassie was among the first in the music industry to recognize the vast marketing potential of nascent mid-2000s platforms Myspace and Facebook. Her company Crowd Surf has worked with tech giants Apple and Google, and labels such as Universal, Disney, Sony, Warner and more. Cassie is a Forbes 30 Under 30 and Billboard 30 Under 30 recipient, and she is a leading social media and artist management Hollywood powerhouse.

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Everything you need can all be found at jeffreyshaw.com.


Cassie Petrey, thank you so much for being here!


Remember, you might be in business FOR yourself but you are not in business BY yourself.

Be your best self. Be proud and keep changing the world.


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Host Jeffrey Shaw is a Small Business Consultant, Brand Management Consultant, Business Coach for Entrepreneurs, Keynote Speaker, TEDx Speaker and author of LINGO and The Self Employed Life (May 2021). Supporting self-employed business owners with business and personal development strategies they need to create sustainable success.

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