Charese Fruge’ Talks To Sydney Street

This article was originally posted to AllAccess’ “Women To Watch” series, written by Charese Fruge on October 5th, 2021 

Sydney Street is the VP/Digital Marketing at S-Curve Records, based out of Nashville. As the newly appointed VP, she oversees the digital marketing and social media strategy of S-Curve artists and works to secure and execute digital partnerships and collaborations with reps at TikTok, Twitter, Instagram, Facebook, Snapchat, and more.

Sydney’s digital career began right out of college. “I graduated from the College of Charleston in 2014 and took a couple of internships in the social media/publicity space,” she says. “I then started my first job at a music digital marketing company called Crowd Surf and spent the next three and a half years learning everything about the music industry, marketing, and social media before I had the opportunity to work on an artist management team handling digital marketing and social media. This summer, I accepted the position with S-Curve Records as VP/Digital Marketing and have been loving it so far.”

It wasn’t as easy as it sounds to rise to the top so quickly for Sydney. “I made the move to Nashville after graduation and hit the ground running with networking and internships. I didn’t know anyone here (I’d actually never been here before!), so I started reaching out to people in the industry who were a few years ahead of me for coffee or breakfast,” she explains. “Growing up going to concerts and seeing how much of an impact music can have on someone (or a group of people) really made me want to be a part of the business.”

Can you blame her? Sydney’s career path has given her more opportunities so far, than most people experience in a lifetime. “I have traveled the world on a global pop tour and have had the opportunity to work with artists that I’ve admired for a long time,” she says. “So, if you are interested in a career in Digital Marketing in the music business, I would say that if you are looking for an exciting, fun and fast-paced career, this is for you!

However, be prepared to work weekends, holidays, and all hours. This job is not a Monday to Friday 9-6 job, the internet never sleeps!” says Street. “I believe it’s super important to be active and engaged on social media yourself – the digital landscape changes daily and there’s no better crash course than doing it yourself first. Also, putting yourself out there and getting to know others in the industry is invaluable, even if it just means having friends who are going through the same thing. I met a group of girls when I first moved to town when we all were fresh and looking for jobs, and it’s been so fulfilling getting to watch each other move up in our respective facets of the industry together.”

Like all successful careers, Sydney’s journey has not come without its challenges. “Learning how to manage expectations between different teams and artists has been a big one for me,” she says. “As I’ve grown in experience and confidence in myself, I’m able to communicate more clearly and openly with all different types of teams. Delegating was also a challenge for me at first as I’ve moved up and have started to have teams under me. I used to think it was easier to just do things myself (instead of spending the time to explain and educate,) but now I realize how much of a disservice that is to my artists as everyone brings such unique talents to a team!”

Despite the chaos of the last year and a half and all the recent changes in the industry caused by the pandemic, working from home has worked in Sydney’s favor. “Since I often have to work in the evening, it’s been nice not having to head into an office first thing in the morning, so the flexibility of working from home has been nice,” she says. “I also feel more creative when I’m able to work from different locations, so I’ve really enjoyed working remotely.”

It’s not a big shocker that the thing that keeps Sydney up at night is TikTok (I think we can all relate). “In the most literal sense,” she says. “Whether it’s trying to figure out how to crack the virality code or just mindlessly scrolling.” And when she isn’t going down the “rabbit hole,” she loves to travel, drink wine, and cook with her friends. “But most importantly,” she says, “I love to hang out with my Frenchies, Spud and Tater (yes, named after potatoes).”

As for what brings Sydney balance with a 24/7 career, “Being able to travel to new places and have new experiences. Getting out of my own head for a couple of days can be so refreshing. Spending time with people who really know me also helps a ton – I’m lucky to have some great friends that help keep me sane!”

Follow Sydney Street on Instagram: sydneybstreet, Twitter: sydneystreet, and Linkedin