Basic Info

Cassie Petrey
Contributor Status:
Native AdVantage
Initial Contribution Date:

Career Info

Primary Industry:
Marketing / Advertising, Music, Technology
Personal Career Headline:
Co-Founder, Crowd Surf

My Native AdVert

Career Snapshot:

At Crowd Surf, the Fan comes first. Our marketing initiatives focus on ways to create organic, meaningful connections between artist and follower, through everything from intimate on-site promotions and innovative social media activations.

We are a digital marketing company – yes, but our efforts extend far beyond the confines of the Internet. In addition to overall entertainment marketing services, including social media management, e-mail list creation and strategy, and touring, and merchandise promotion, we also offer our clients pioneering ways to place their art directly into the hands of fans.

Whether it’s offering unique “VIP” experiences to influential fan sites and bloggers or kicking off an international interactive promotional campaign – we collaborate with our clients on every level. We’re about teamwork and total commitment. We’ll design the website, we’ll direct that shuttle bus of fans or be waiting backstage to hand you a bottle of water.

We’ll nurture brand alliances and influencer partnerships. We’ll dream up an out- of-the-box digital campaign. We’ll lug an amp or carefully bedazzle a special Sharpie for autographs. No matter how big or how small the job, the Crowd Surf team is there to ensure that all our artist become an integral part of people’s every day lives, connecting to their fans not just digitally, but experientially, in real life interactions – as well.

Crowd Surf works with our clients to create campaigns that throw out the old playbook… and welcome in a new era of artist/fan relationships.

My Native AdVantage

Biggest Success?:

Getting through the “door” of the music business. Without connections, it’s really hard to get that first job/internship/shot in this business. I had zero connections, so I had to beat down doors to get those first shots when I was a teenager. It was worth it though. Once you beat down the door and fearless walk through, opportunities just start presenting themselves.

Most Challenging Moment?:

Stepping away from projects where I love the artists, but knowing that the team or situation around them is toxic. Doing that for the first time was really hard, and it broke my heart because I really believed in the project. It happened again recently, and it still broke my heart. However, it’s important to put yourself in situations where you can psychological thrive… even if that means walking away from an artist or project you really believe in.


Karma and truth are a very real thing, and I don’t have to force anything when it comes to that. I’ve learned that sometimes life puts us on a weird trail that we don’t understand at the moment, but when we get to certain mile markers… the scenery that we walked by before makes a lot more sense. Just keep your head up, living your truth, and doing your best. Don’t try to force your karma or others by being resentful.

Favorite People/Role Models?:

All of my grandparents are very special to me, and I was really lucky to have all of them still living at age 30. In the past 2 years, one grandmother and one grandfather has passed away. I miss them terribly, but am appreciative of everything I learned from having their presence in my life. Biggest lessons I’ve learned there is that having a lot love, humility, and lack of ego are all great qualities… and I hope to acquire those with a greater depth in this life.

In terms of business role models that I look up to, I really admire Sheryl Sandberg, Alli Webb, and Sarah Blakley. They are all really put together, successful business women… who made it in a man’s business world, but stayed true to being themselves. They all give amazing ongoing advice on social media and I am grateful for their wisdom.

What Else To Know

Tell Us More:

Career advice to those in your industry?

Don’t let fear run you. The music industry instills a lot of fear in you. There’s always somebody waiting to take your job. There’s always somebody higher on the charts than you. Somebody that got better editorial placement than you. Somebody that had a cooler marketing campaign than you. You just have to try to allow yourself to get out of that headspace sometimes, and compare your work to the only thing that matters… doing your best. If you did your best, you should be proud. You can’t control all these other unpredictable factors from the outside world, but you can control your best effort.

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