Ryan Schinman
speaker
94 appearances
1 recordings
1 series
first heard Apr 2025
last heard Apr 2025
Ryan Schinman’s voice in public audio — every appearance, attributed to the second.
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Appearances
It redefined kind of a premium condiment, whether it's ketchup or mustard or mayonnaise. But the minute you put it inside a bigger company, it kind of lost its shine, lost its way. And you don't hear about it anymore. And it's too bad because it was a brand that the two founders had a vision. They created ketchup in their dorm rooms. They seasoned it.
They thought of the name and the graphics and they were scrappy and didn't have millions of dollars of marketing budgets. Then it goes inside this ecosystem and who knows? So I think the same thing happens with these media companies. I mean, look at our friends, Ryan and Chris, who four or five months ago sold to Publicis.
Could Publicis have developed 10 years ago and figured out that influencers are the wave of the future and brands interacting with their billions of dollars to spend? Sure. But Ryan and Chris did it better. They thought of it. They were bold. They got strategic investments for people like WME who put money in and believed in them.
They worked with brands and were scrappy and got more and more and more brands. And then people realized, hey, wait a second. Creator economy really means something. And sometimes it's better to have these makeup influencers than Julia Roberts. Because Julia Roberts looks beautiful in a commercial. but she's not doing a post a week. And she's also not posting for a living.
Her career is making unbelievable movies. The creators are about creating. And that's all they want to do. And what is their unique point of view to create? Same thing with event marketing companies who can be really creative.
When we sold to Bruin Capital and Engine Shop, we were doing unbelievable things for InBev and Budweiser and unbelievable things for Mercedes and American Family Insurance and activating at Augusta and at the US Open, doing stadium naming rights deals. And a company, Bruin, which was owned by Bruin Capital and WPP said, we want that. And my partners and I sold, but That's the secret sauce.
I think at the end of the day, there's always a place for really, really good agencies that are smart, that are bold, that are hardworking. And I think what you see more and more in the marketplace is people like me who have done it multiple times because you have that entrepreneurial spirit. You can't help but want to do something else.
I think part of my secret sauce is I kind of stay within my lane. My team laughs. I call myself a one-hit wonder because I just do the same thing over and over and over again in different iterations. But if you capture the CEO, the CMO, the head of corporate communications ear, and do a great job for them and not try to do 50 things for them. Be a specialist. This is what I do.
I am not trying to replace this company, this company, this company, this company. This is what I do. And I am the best at this. And I think that's why corporations really like us is because we're not trying to be something we're not. We're not trying to capture every dollar and squeeze every dollar out of them. And we're saying, look, use me for what we're best in class at.
And by the way, you need a production company? I'm going to introduce you to one. You know, you want a great director? I'm going to introduce you to one. You want a great PR company? I work with 30 of them. Let me introduce you to the people who've done great by my brands. And I think... It's that circle that also us in this community all know each other, respect each other.
I know the best five to 10 PR agencies that if one of my clients says, I need a good, great entertainment PR agency, here you go. I don't ask for money. I don't ask for commission. What I ask the PR agencies for is, hey, if any of those people ever want talent, think of us. They want music. They want a booking. They want a DJ to perform. They want someone to give a speech. That's what we do.
And I think by staying in your lane, you're going to be really successful in trying to be everything to everybody.
I think without naming the video game companies we work with, because we work with all different ones, social games, hardcore games, this and that, I think what... musical talent especially, because we also put athletes and Hollywood stars and influencers in games. But I think when it really comes to music, it's explaining to them that this is a way to hit a different demo,
get out there in a big way, it's more effective than radio. I mean, look, I mean, the days, why do you think all these labels are getting rid of most of their A&R radio department that back in the day you'd go and bring the record to a DJ and be like, hey, play this for me. That's the way to get exposure. I think at the end of the day...
you put a record in a hip game, or you put an artist in a hip game, it can make them relevant to a totally different demo. There was a rapper, I wouldn't even call it a rapper, a very big hip hop rapper that we used last year, in a game, and we did a concert with them in the game, and we helped age down the people who listened. My 12-year-old had never heard of this person before.
All of a sudden, they did a concert in the game, and my 12-year-old's like singing and knowing every record the guy ever did and following them. And you would kind of have that holy cow moment that that piece of content and that record playing
And that visual to a 12, 13, 14, 15, 16 year old, 17, 18 year old to 21 year old who haven't heard of you or heard of you but aren't that familiar with your music, you're opening back up to a different audience. And then you see their Spotify playlists start to get more. You see their social start to get more. And I think with a lot of the companies we work with, they get pitched every day now.
I think there's not a major label or maybe independent label that doesn't have somebody that's looking into the video game market or gaming market to how do we get our artists played? And I think it becomes a very, very important part of the label or the record or the artist marketing plan is back in the day, if you could land that perfect commercial for exposure, now it's more about gaming.
If you can land that game, because it also, a lot of it can live forever in that game. Back in the day, Guitar Hero, which we weren't involved in, that Activision had, it was the same thing.
People wanted to be on Guitar Hero because that music was going to be played, you were interacting with the game, and it was pretty amazing that they were one of the first to really meld music and gaming together. Rock Band kind of was an iteration of that. But now I don't care what gaming company you are. Think about the youth when they're playing the games. Music is a very natural component.
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