Newsletter
Jaclyn O'Connell of Bittersweet Media and Good Grief Management on Artists Taking Back their Data
Nurturing the relationships between musicians and their communities
Jaclyn is a digital marketer, creative strategist, artist manager and entrepreneur. In 2018, Jaclyn founded Bittersweet Media, a creative marketing company that provides brands and businesses with the tools and support necessary to connect with their communities while standing out in today’s overly saturated digital world. Beyond Bittersweet, Jaclyn is also the founder of Good Grief Management, working with artists and working across branding, touring and more. Projects and clients include Wild Rivers, Cavetown, SYML and Vundabar, as well as labels Nettwerk, Polyvinyl, Wax Bodega and Warner Music Group.
We spent two minutes with Jaclyn to learn more about their background, creative inspirations and recent work they’ve admired.
Jaclyn, tell us …
Where you grew up, and where you live now.
I grew up in Manchester, N.H. I currently live in Hell’s Kitchen in New York City.
Your earliest musical memory.
Singing the Red Hot Chili Peppers in my car seat.
Your favorite bands/musicians today.
Hayley Williams, SZA, Tierra Whack, Solange, Turnstile
One of your favorite projects you’ve ever worked on.
The rollout for Cavetown’s album Worm Food in 2022. Robin and I have a strong creative relationship, so bringing his visions to life through art direction for this album was challenging in the best way.
A recent project you’re proud of.
My team helped roll out Wild Rivers’ Never Better via Nettwerk, and the reception was incredible. Their collaboration and trust in our content strategy was imperative to the community growth that continues to take place as we help them roll out their companion album Better Now.
Our creative director Benjamin Lieber also directed and produced a recent video for Pom Pom Squad’s “Spinning.” It was a huge undertaking, including underwater shots, and the result is truly stunning.
One thing about how the music world is evolving that you’re excited about.
Artists taking back their data! For too long, ticketing companies, streaming platforms and socials apps have all owned audience data that the artist never had the ability to acquire for direct-to-fan communications. But with artists like James Blake standing up to corporations about their monopolization of revenue, I’m hoping we can empower artists to own their data and take better control of their businesses.
Someone else’s work, in music or beyond, that you admired lately.
I’ve been loving everything Aidan Zamiri has been up to lately. His work with Charli XCX and Billie Eilish is incredible. Let’s also give it up for the colorists on these videos, dang!
A book, movie, TV show or podcast you recently found inspiring.
Several podcasts that make me cackle like a witch include The Bald and the Beautiful with Trixie and Katya, So True with Caleb Hearon and Smosh Reads Reddit Stories. I could also watch Broad City every day for the rest of my life and never get tired of it.
An artist you admire outside the world of music.
Yayoi Kusama. “Every time I have had a problem, I have confronted it with the ax of art.” I mean, c’mon.
Your favorite fictional character.
Kat Stratford from 10 Things I Hate About You.
Someone worth following on social media.
Am I allowed to say me?
Your main strength as a marketer/creative.
Prioritizing the relationship between artists and their communities.
Your biggest weakness.
The goblin inside my brain that tells me I’m bad at my job.
What you’d be doing if you weren’t in the music business.
I’d be a social worker supporting and advocating for survivors of sexual and domestic violence. That is my other calling in life.
2 Minutes With is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, please get in touch.
