2 Minutes WIth ... Jordan Chalmers, VP of Custom Activations at Atlantic Records

Jordan is an experienced content director working in the music industry. He emphasizes grassroots and guerrilla marketing, strategic partnerships and digital tactics.

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

Jordan, tell us …

Where you grew up, and where you live now.

I was born in Florida, but we moved to Hot Springs, Ark., when I was four. I still have an Arkansas driver’s license and phone number. But I’ve been in Bushwick, Brooklyn, for the past decade.

Your earliest musical memory.

My dad always had the Smashing Pumpkins playing when he’d drive me to baseball practice. And I remember my mom dancing and singing to ABBA in our kitchen. 

Your favorite bands/musicians today.

I’m a big fan of Young Thug. He’s always authentic. The Red Hot Chili Peppers also hold a special place for me. My dad is a huge fan and he passed that down to me. 

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

A few years back, I worked with 2 Chainz and his label TRU to launch the single “Shoot It Out.” We planned a paintball tournament in Atlanta, sponsored by Backwoods. We went all out. The day featured a barbecue, dancers from Magic City in cheerleader outfits and an MVP trophy awarded to the “Most Valuable Shooter” designed by local artist FreakoRico. We captured GoPro and drone footage, and the day ended with a performance by 2 Chainz. The event was documented in real-time on the Instagram account @RAP. It was a massive success. 

A recent project you’re proud of.

I loved working on the rollout for Lil Uzi Vert’s Pink Tape album. We created custom trading cards distributed nationwide as an incentive for fans to purchase the CD from record stores. We also put on a countrywide scavenger hunt, placing Lil Uzi Vert Pink Tape-themed mini-figures across college campuses where Uzi was slated to perform. The mini-figures were created by Legendary Brick—it’s always great when we can work with emerging creators for high-profile activations. We encouraged fans to join a Discord server for clues to find the figures, with the lucky finders winning two VIP tickets to Uzi’s show. I helped hide the figures and got to watch as fans looked for them.

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

It’s exciting to see how artists are marketing themselves as multifaceted individuals, not just as musicians—focusing on personal interests and motivations in addition to the music. That includes diverse interests from cannabis and culinary arts to fashion. At Atlantic, we’re focused on helping artists who want to build their brands. There are so many opportunities to develop mutually beneficial relationships.

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

I have to give a shout out to JB and LivingProduct for the Ice Spice Chia Pet. It was one of those ideas that seemed so natural and fitting once it was brought to life.

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

I really love Severance on Apple TV+. The show has such a mind-bending narrative and offers a refreshing perspective on office life. As I was watching, it definitely helped spark some new ideas.

An artist you admire outside the world of music.

Riki Prosper. He’s an incredible designer known for creating one-of-a-kind items like watches, air fresheners, basketballs and skateboards. His CD watches are being sold at the MoMA Design Store. It’s an encouraging sign for other young creators to see that their work can be in the same room as legends like Takashi Murakami and Keith Haring. Riki is one of those creatives who designs what he wishes to see in the world, rather than following trends. 

Your favorite fictional character.

Courage the Cowardly Dog. His loyalty and perseverance and the humorous yet touching way he faces his fears has resonated with me since I was a kid. 

How musicians should approach working with brands.

Authenticity is key. Musicians should partner with brands that reflect their values and fit into their daily lives. At Atlantic, we start with trying to understand our artists and their passion points and figuring out what types of partnerships make sense.

How brands should approach working with musicians.

Brands should engage musicians who already use or show natural interest in their products. Fans and consumers can see right through something when it’s forced. 

A mentor who helped you navigate the industry.

Bruce Tyler. We first met when I joined Atlantic in 2014. We worked together on Katy Tiz. His unwavering confidence in my abilities has played such a meaningful role in my development and career. 

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

My passion is rooted in bringing to life creative and interactive experiences regardless of the field. So I still see myself doing that, whether it’s connected to music or sports or TV or film.