J.J. Farrell of jump.global on Building Trust

Resetting the 'why' of the project

J.J. has spent his career in marketing and strategic partnerships across the music industry. Currently, he’s the director of community and partnerships at jump.global, working on thought leadership strategy, conferences, international relations and more. Earlier, he served at the Music Business Association.

He has also worked in various capacities for television specials and events such as the ACM Awards, CMAs and Grammys.

We spent two minutes with JJ to learn more about his background, his creative inspirations and recent work he’s admired. 

JJ, tell us …

Where you grew up, and where you live now.

I was born and raised in Brea, Calif. (10 minutes away from Disneyland). Now, I live in Nashville, Tenn.

Your earliest musical memory.

Banging on a plastic drum set in my living room.

Your favorite bands/musicians today.

I’m an “oldies” guy at heart. So, the Doobie Brothers, Chicago, Fleetwood Mac, Eagles and Motown, among others, are my go-to’s. When it comes to more recent artists, I gravitate toward The 1975 and singer/songwriters Ed Sheeran, Charlie Puth, Julia Michaels, Shawn Mendes, Phil Wickham, etc.

One of your favorite projects you’ve ever worked on.

The ACM Awards. So many activations at once—non-stop action. 

A recent project you’re proud of.

What we’re building with the jump.global annual summit. Our mission is to make the business more human—from financial literacy to leadership development, fostering entrepreneurship and reclaiming people’s identities. Lawyers need CLE and accountants need CPE, so why not music? We’re always on the go, heads down, and sometimes siloed in what needs to be done. We’re always busy, and sometimes check the usual boxes to serve as many people as we can. Learning from different perspectives, especially outside of music, and empowering others to rediscover why they’re in this business—that’s what’s been the most fulfilling. 

One thing about how the music world is evolving that you’re excited about.

People are starting to look after themselves more and more. Seems simple, but it has a profound impact on how we treat people iand the outcomes of projects.

Someone else’s work, in music or beyond, that you admired lately.

Pat McAfee has reignited my love of sports. His passion and consistent content are remarkable. His authenticity is unmatched. You hear “authenticity” as a buzzword on panels and often think, “How does that actually make a difference?” He proves it and shows how translatable it is.

A book, movie, TV show or podcast you recently found inspiring.

Apollo 13: Survival on Netflix was one of the best documentaries I’ve seen recently. Left me in tears at the end. Listening to Marilyn Lovell and viewing it from a wife’s perspective was eye-opening.

An artist you admire outside the world of music.

Drew & Jonathan Scott. It’s hard to find anyone else who’s ushered in a new era of interior design like they have. Their designs are always spot-on and timeless. I’m always fascinated by HGTV and Food Network stars who consistently reinvent themselves. That’s an art in itself.

Your favorite fictional character.

Niché, but also Statler and Waldorf from The Muppets.

Someone worth following in social media.

Ryan Serhant. The guy is a short-form content machine, super energetic, always willing to dish out sales advice. He has mastered audience engagement and you can see how what he does translates to your business or personal brand.

Your main strength as a marketer/creative.

Caring about the other side more than myself. Being a marketer means being trusted by the end user or the team executing on the vision. Everything I do answers the question: “How am I adding value?” Most of the time, that means first asking what the other side needs or wants, then building strategies. It allows you to see different perspectives, not be sales-y, and reset your mind to the “why” of the project.

Your biggest weakness.

Perfectionism. Seems like a simple “interview”-type answer. But I often find myself thinking too much about every scenario that could go wrong and where to potentially pivot. Sometimes, you’ve got to just run with it and see what happens. “Doing” is better than sitting on the sidelines.

Something people would find surprising about you.

I’ve been to all 30 MLB stadiums and won-ish on The Price Is Right.

What you’d be doing if you weren’t in the music business.

In a fantasy world, a professional baseball player for the Angels. Realistically, I’d probably be a CFP or financial coach.