A Chat with Austin Georgas
Austin Georgas
“Community Is Everything!”
In a time where the way we consume music is constantly changing, how does one keep up? As a listener, there are more than a few ways to discover new artists and songs. There is Spotify, Apple Music, Soundcloud, Bandcamp, Instagram, and now TikTok, no name a few. But for artists and creators, staying up to date with all of these social media apps to stay relevant can be pretty draining, especially if you don't have a team of people to help. For music artists and creatives, the questions usually are: "should we be prioritizing apps such as TikTok to showcase our music and talents?" "Is there one specific way to ensure my music goes viral?" and "Are those at the forefront of these apps truly able to keep up with everything social media throws their way?" Well, we think we can help answer some of these questions with a bit of assistance, of course.
Austin Georgas was able to help us answer some of these questions, and we so appreciate him for taking the time to do so. Austin is a modern music marketing expert with a goal that can be summed up into two simple words – IMPACT CULTURE. He is from the Greater Toronto Area and has constantly been using his creative energy to help him successfully navigate platforms such as Vine, YouTube, and TikTok. Establishing his foundation in influencer marketing, Austin is the perfect candidate for this type of interview.
Austin is also the founder of UselessClout and the senior account manager at Flighthouse. In this chat with Austin, however, we only spoke about his work over at Flighthouse, what he's learned from growing a following, and his advice to creative/musician/entrepreneurs, amongst other great gems he so genuinely shared. So we highly advise that you stay tuned because we have another chat with Austin solely about UselessClout on the horizon, and we are sure that conversation will be just as informative as this one!
IndieWavves: You're the senior account manager over at Flighthouse and also the owner of UselessClout. For those who aren't familiar or are new to TikTok- what is Flighthouse?
Austin Georgas: Flighthouse is the biggest brand on TikTok with 27M+ followers. Trusted by brands such as Tinder, Hollister Co, and ELF, Flighthouse has established itself as experts of Gen-Z and the TikTok space. We continue to partner with brands to create interactive, compelling, and fully immersive content that amplifies and defines the cultural zeitgeist.
Though not as forward-facing, Flighthouse's Music Marketing team is behind breaking some of the most famous TikTok songs on the platform. We've had the pleasure of working on songs such as Doja Cat - "Say So", Arizona Zervas - "Roxanne", Cardi B - "Up", SAINt JHN - "Roses", and "Internet".
At Flighthouse, I act as a liaison between the media giant and high-profile labels, bringing in music, overseeing campaigns, and working alongside top executives. Long story short, we work to make the music go viral on TikTok! I have had the pleasure of working on projects with Flighthouse that have broken songs. In 2020, we had an incredible 11 Billion TikTok campaign views.
IW: How did you initially get involved/start working with them?
AG: In March of 2020, the world had shut down. I was working for a company out of Toronto and was not fulfilled at all by the work I was doing. I was scrolling through linked in when I came across a person by the name of Jacob Pace. I noticed he was the CEO of Flighthouse. At the time, I thought Flighthouse was just a page on TikTok and later found out there was a massive team behind the brand and its success. I reached out to ask for 10 minutes of his time. Fast forward, and I have now had the pleasure of being part of the music marketing team for over a year!
IW: What is one thing you learned early on about growing a following or community on platforms ranging from YoutTube to TikTok?
AG: Community is everything! You can't just start an account and upload content; it takes more than that. There has to be a sense of community and meaning to follow or subscribe to something. That is very clear with UselessClout and Flighthouse. At UselessClout, we strictly cater to our community by listening to requests and engaging with some of their favorite musicians. We respond to every comment we can as well. Once again, these aren't just numbers; they are people. You have to treat them like family, and they will support you in the same way.
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IW: It's safe to say you're a music marketing expert, and you've worked on projects with Flighthouse that have broken songs like Doja Cat's "Say So", Cardi B's "Up", and Surfaces "Sunday Best", to name a few. What have you learned about what makes particular songs blow up the way they do?
AG: One thing we know is there is no secret formula or trick to get a song to go viral on TikTok. Lots of songs we have been a part of have blown up for many different reasons. What we have learned is that testing is the most important thing you can do. Don't put all your eggs in one basket or on one creative. Maybe it's just the wrong part/timecode for TikTok. Perhaps it's just you're promoting the song with the wrong influencers. It's all about testing to see what works and what doesn't.
IW: Is it essential for independent artists who want to break through to have their music on TikTok, and why?
AG: Simply put, YES! If you are not taking advantage of every platform/opportunity, you are cutting yourself short of the true potential that is out there for you. In terms of TikTok, absolutely. It is clear that TikTok is taking over the music industry, and it has lowered the barrier to entry of becoming a "successful artist". Just start using the platform and taking a look at the content that catches your eye. Everyone gets worried about what their content should look like or when they should post. I say, "Who cares" just have fun with it. Do you think 420Dogface thought about the video he made while rolling down the freeway on a skateboard while drinking cranberry juice? The answer… NOPE!
IW: How does it feel to be a part of a platform with such a massive following?
AG: It feels amazing to be a part of such a great community. One of my favorite quotes is, "With great opportunities comes great responsibility". We are very aware that we have a large following, and we must utilize that following to entertain and educate on topics that need attention. We love our community and know we wouldn't be anywhere without them!
IW: How have you maintained your "underdog mentality" while achieving many things in your career thus far?
AG: For me, I have a drive deep within that is never satisfied. I have always wanted to be the greatest on every craft and project I work on. That is the real reason why I still push myself to do better and be better at the end of the day. I also know that nothing in life is promised, and each day is a new opportunity to help make a difference in the world.
IW: How can small/independent music websites (like us) shift gears into reaching a larger audience through social platforms?
AG: I would go back to my original point on testing. No one trick or formula will work 100% for everyone. But If you simply test different types of content on various platforms, you are bound to find things that work for you. If you like a specific idea, I'd love to see IndieWavves interviews on Tiktok!
IW: What is one piece of advice you can give to a creative/musician/entrepreneur who is finding it challenging to navigate through everything social media throws their way nowadays?
AG: Take a step back. To be honest, I still can't keep up with everything happening on social media. There will always be something new going on, and we can't keep up 24/7. By taking a break, you allow yourself to relax and really focus on what matters to you. Social media is an amazing and powerful tool. It has helped me accomplish a lot throughout my journey, but it's best used in moderation.
IW: What are some things you do to support your mental health?
AG: Set boundaries! Setting boundaries has been one of the most influential helpers to me regarding my mental health. I'm an absolute workhorse, and it is a good and bad thing. I will work crazy hours and get lots of things done, but I will also overwork myself sometimes by staying up until 3 am for two nights in a row. It's not sustainable and can lead to deeper problems down the road. If you set healthy boundaries for things in your life, you will find you can balance more projects and not feel overwhelmed with everything.
IW: What is one weird/fun fact about you that not many know? OR Share with us one track you're currently obsessed with.
AG: One fun fact about me is that I am a big Bieber fan! He's a Canadian goat! He definitely opened up a lot of doors and spotlight on Toronto. It's been really cool watching him grow into the artist he is now!
Written by Piera Lolandes
Connect with Austin Goergas: INSTAGRAM