Ariel Hyatt is the founder of a successful PR firm, an international speaker, and author of four books (three out and one coming in 2015). Her trademarked, award winning Cyber PR® process marks the intersection of social media, PR, and online marketing. Her PR method is taught at several universities. However she is best known in her industry for her ability to simplify and explain things that creative minds don’t necessarily love: PR, marketing, and social media.
“There is a science to effectively using social media, but there isn’t a definitive roadmap; it can be confounding,” Ariel says. “I’m very good at making people feel less confused.”
She is so good at un-confusing, that she has been invited to present at over 70 conferences in twelve countries, including SXSW (where she has appeared 15 times), CMJ, Vivid Sydney, Hubspot Ignite, Campus Party London, The 140 Conference, You Are In Control (Reykjavik), and Social Media Week New York. She has also toured Australia, teaching artists across the continent her 8-hour marketing master class. Ariel’s work has been lauded by established media outlets garnering her press in Oprah, CNN, Wired, Billboard, Forbes.com, and The Washington Post.
Before the term social media, hit the mainstream Ariel foresaw the impact the Internet would have on public relations and she devoted herself to exploring this unchartered medium.
“My mission became; get a few passionate fans to react, and become my clients’ fan advocates based on narrow shared interests and build from that goodwill,” she says. “I find your tribe and connect you to them. That’s how you create longevity and relevance for any brand.”
From these early successes, Ariel developed her platform. Cyber PR, which makes a radical departure from the traditional PR approach because its progress is transparent. She created software that functions essentially like an online dating site, connecting clients to opportunities based on a matching system. Through this, clients can monitor the success of campaign progress. This takes the smoke and mirrors aspect away from the process and holds her agency accountable.
An entrepreneur who embraces challenge, Ariel pivoted her business from traditional to digital, and then went on to study and teach herself crowdfunding by raising $61,000 in her own successful crowdfunding campaign.
“Running my crowdfunding campaign was brutal. I realized just how much work goes into a 30-day campaign. During it I was stressed out of my mind, and completely uncertain that I would make my goal of $50,000.” With concerted effort she went beyond her goal and realized that crowdfunding was the next tool she needed to add to her arsenal if she wanted to continue to help her clients.
“I see crowdfunding as the new ‘advance’ book publishers are not giving them, record labels aren’t giving them and small business loans from banks are next to impossible hard to secure for the creative class. Crowdfunding must be mastered.”
In order to help people gain mastery she has written her latest book Crowdstart, on Fears, Fans and Funding. It will be released officially in the spring of 2015. It’s a step-by-step guide on exactly what you need to do to complete a successful crowdfunding campaign extracted not only from Ariel’s own experience, but also from many of the successful crowdfunding campaigns she has coached her clients through.
Ariel is also the author of three successful books on PR and new media, Music Success in 9 Weeks (now out in its 3rd edition) Musician’s Roadmap to Facebook & Twitter, and Cyber PR For Musicians. These offer artists step-by-step plans to create profitable and sustainable businesses. Her newsletter and YouTube series, “Sound Advice,” has over 20,000 subscribers, and she has written over 200 articles to date.
In the fall of 2011, Middle Tennessee State University (MTSU) recognized by the Rolling Stone College Guide as having “one of the preeminent music business programs in the country,” began offering an official Cyber PR Class based on principals used in Ariel’s day-to-day business. Every semester since, she and her staff lead students in a rigorous Cyber PR accreditation process that includes hands on experience working on active campaigns. The course has been so popular that a second session and an advanced class have now been added.
Ariel proudly serves on the advisory boards of Sweet Relief Musicians Fund, SXSW Accelerator, and on the education committee of The Moth.
She is an obsessive world traveler, an enthusiastic foodie, a chocolate chip cookie baker, and a vintage lunchbox collector. She is a born and raised New Yorker with a deep nostalgia for all things from the 80s that still exist in NYC. She lives in Brooklyn with her gray tabby Hunter C. Thompson (the C. stands for cat).
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Chris originally hails from Chicago where he worked at Triple A powerhouse WXRT 93.1. Chris took to traveling throughout Europe in 2004 and when he returned to the US made the decision to relocate to New York City. Upon his arrival in his new home town, he started working with several independent artists and in 2006 was hired at the independent record label Engine Room Recordings, first as the Director of Tours and Promotions and then later was promoted to Label Manager. In addition Chris also founded Howling Clue Entertainment, a NACA affiliated college booking agency.
In 2011 Chris joined the Cyber PR® team here as the ReviewYou.com Managing Editor and has now also taken on the role of resident Marketing Plan Developer
Follow him on Twitter: http://twitter.com/chrisnhacker
Tricia Martin is a jack of all trades and master of some. On paper she’s a political operative turned music marketer. With a background as diverse as her musical preferences (anything from Bach to Tupac) She has worked in a US Senate office, raised funds for colleges and universities, analyzed social media for government agencies and political campaigns, all the while being a avid music fan. In her native Iowa she enjoys spending time with her family and awesome nephews and niece, taking in the growing Des Moines music scene, riding her bike (she’s ridden parts of RAGBRAI several times and plans to ride again this year), dabbling in local politics and sampling craft beers. Her title is most apropos as Tricia is first and foremost a people person. She’s never met a stranger.
Follow her on Twitter: https://twitter.com/T_Mart
Andrew just can’t get enough music. With a bachelor’s degree in theory and composition from Western University, a master’s in trombone performance, and a degree in music business from Berklee, there’s not much about music that bores him. While he has no paper to prove it, he’s also an enthusiast of electronic production, and likes to produce his own brand of EDM in his spare time.
In his experience as a concert promoter and talent buyer at Berklee’s The Red Room @ Café 939, and as campaigns director at Cyber PR, he knows first hand the effect that social media and digital marketing has on the music industry.
Born and raised in the greater Toronto area, he’s a die hard Blue Jays and Maple Leafs fan, a tough disposition for one living in NYC, and in Boston prior to that. If either team is in town, you’ll know where to find him. #gojaysgo #goleafsgo
Follow him on Twitter: http://twitter.com/andrewgsalmon
Brittany Mazzurco came to Brooklyn in 2012 from Lancaster County, PA (Amish Mafia, anyone?). As a recent graduate of Music Business & Technology with a concentration in Marketing, Brittany is diving right into all aspects of the music industry. Outside of her Cyber PR® work, Brittany has most recently served as an Event Coordination Assistant at The Ware Center, Production Assistant at 2013’s New Music Seminar, has published a thesis on the rebranding efforts of classical music, and started her own music business blog.
Follow her on Twitter: https://twitter.com/bamazzur
Ashley Potenza was raised in a musical household in Los Angeles. Drawn to the industry she grew up in, she took lessons in piano, voice, guitar, and bass before moving to NYC to study music composition at Hunter College. A few years of driving coast to coast, backpacking through europe, and falling in love later, she ended up in New Jersey – close enough to the big city she loves but with a healthy dose of quietude to enjoy the pleasures of a semi-rural life.
Ashley started as an intern with Ariel Publicity in 2009 and was immediately charmed by the constant challenges that an ever-changing industry brings. After completing her internship, she began working as a Social Media Manager helping clients with the ins and outs of their campaigns, social media, newsletters, and blogging. She loves that every artist is unique, keeping her job fresh, and she gets great satisfaction in seeing the impact that a great online presence can make.
Ashley is a little bit country and a little bit rock n’ roll. When not at the office immersed in the world of indie music, you’ll find Ashley writing songs, baking, and spending time with her family.
Follow her on Twitter: https://twitter.com/ashleycyberpr
Brian Wilkins is an entrepreneur and music industry executive who has built his career by utilizing his passion for music, technology, and artist relations to help clients grow their business. Brian has held executive positions at record labels, artist management and music/mobile tech companies. Brian’s resume includes stints at nTunes, one of the first ecommerce radio platforms, as well as major label partners including Sony/BMG Entertainment, RED Music and INgrooves. In 2008, Brian brought his experience within the digital music space to Rebel-One Management, establishing digital platforms, social graph engagement and new revenue/brand channels for top tier artists including Rihanna and K’Naan. Brian continues engaging his passion for music and technology as both an Artist Manager and Business Development/Artist Relations Advisor for music/mobile based start-ups. He has spoken and served on panels for thought leading music conferences including SXSW, CMJ and SF Music Tech. Brian is also an advisor for the music based charity Musicians On Call.
Follow him on Twitter: https://twitter.com/bwilk137
Brooke Segarra is an English major at Drexel University in Philadelphia. Currently she finds herself living in Brooklyn and, when not working at the Cyber PR office she is at the CMJ office in Manhattan writing reviews of the latest albums on the college scene as well as live performance reviews. Before moving to New York, Brooke interned at The Painted Bride Quarterly literary magazine based out of Philadelphia and was a DJ at her college radio station WKDU Philadelphia 91.7 FM.
Follow her on Twitter: https://twitter.com/
Sarah Person’s role at Cyber PR as Social Media Manager lets her explore her love of music and allows her to continue her family responsibilities. Sarah grew up in New Jersey. After a few years of working in corporate America, she attended massage therapy school. She put her work on hold to start a family.
Sarah’s role as Social Media Manager began in 2012. She loves being able to be creative while being exposed to many different types of music and people. She enjoys being able to help her clients with this aspect of their music, which they are so passionate about.
When not working, Sarah spends her time volunteering at her daughters school and extracurricular activities and squeezing in time for family and friends.
Follow her on Twitter: http://twitter.com/Queenies26
JT was born in and currently works out of Los Angeles, but his passion for music has brought him all over the world. After earning a Bachelor’s degree in Percussion Performance from Humboldt State University, where he performed just about every kind of music you could think of on any type of object that could be percussed, he continued his musical studies while living in the beautiful West African country of Ghana. Having a distinguished love for exotic music, food, and new experiences, he has been to 21 different countries and has learned that he will never be able to live or work in an environment that stifles his creativity.
Follow him on Twitter: http://twitter.com/Sunken_State