Shawn Mendes’ team share the inside scoop as part of USC Thornton Spotlight Sessions
On Oct. 24, a panel of Shawn Mendes’ team shared their industry insights to interested students. The event was part of the newly established Spotlight Sessions initiated by USC Thornton Dean Jason King to provide more opportunity to hear from active, accomplished major players. Consisting of co-manager and A&R Executive Ziggy Chareton, marketing executive and co-manager Sylvie Konnor, creative director Connor Brashier, and philanthropic advisor Malia Mailes, the foursome gave the inside scoop on what they do for Mendes.
Chareton relayed how he discovered Mendes after over a year of internet combing, settling on the artist for not only his unmistakable talent, but for the gap in the market he could fill: an acoustic guitar-strumming boy-next-door type in a sea of theatrical heartthrob acts. Mendes skyrocketed to stardom thereafter by working closely with his team with everything from song lyrics to show locations to don his archetype.
Mendes eventually grew out of the mold casted for him at an early age, completely shedding it in his pivotal album Shawn. There was no more strategy informing artistry, just his quintessential identity later translated into branding and a tour. It was his team’s job to make sure that happened, even if it meant tamer financial success. Decisions during Mendes’ growth in vocality, from philanthropic pursuits to documentary style, shifted to be prompted by and rooted in his desires.
In growing up with the young musician, he became not just Mendes the client, but Mendes the friend, Connor explained. That duality with your artist and team—the ability to relay succinct messages for effective on-the-ground communication and get some beers after—is key. Although some see “blurred” lines as complicated, Mendes’ team explained that it’s necessary for a musician’s success due to the way emotion, art and performance for audiences is linked. That kind of understanding is how Chareton could unwaveringly cancel the gargantuan “Wonder” tour after only 7 shows for the sake of Mendes’ mental health, no matter how his label protested.
In the subsequent Q&A, panel members gave in-depth insight on the role of creative director in brand partnerships, current artist metrics, how the balance of artistry and industry can manifest in strategically utilizing big and small artists, and how to effectively communicate to different teams. At the panel’s close, students migrated downstairs to discuss and munch on complimentary pizza.
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Photo credit: Mallory Snyder