I chatted with Allison to learn how she ’ second reshaping the influencer and fame endowment ecosystem and how her background managing ball-shaped superstars like Christina Aguilera and J. Lo in the early aughts taught her how to create brand campaigns that win in the modern digital world .
Allison Statter CEO of Blended Strategy Group
Kate Talbot: Where do you get your drive for achiever from and how has that shaped your career ?
Allison Statter: I got that drive from both of my parents. My ma, Shelli Azoff, managed players from the U.S. Soccer Team and had an integral share in the rebuild of the LA Forum and my dad, Irving Azoff, is an music and entertainment legend managing many artists including Eagles and Jon Bon Jovi, vitamin a well as, previous CEO of Ticketmaster and Live Nation Entertainment LYV .
Allison Statter and her dad and CEO of Azoff Music Management and fabled entertainment mogul, … [ + ] Irving Azoff
I ‘ve always worked. I spent my summers as a adolescent as a receptionist and in salons cleaning out the hair bins or the rubbish cans. I went to college for two years, but it wasn ’ t a fit. Coming home, I ended up working at a West Hollywood salon with a dream to be a makeup artist .
One day, my dad called and asked for my help in the office for merely two weeks. I was loath to do so. I didn ’ thymine want to be seen as the knob ‘s daughter. however, I knew if he asked, I needed to take it seriously. What was supposed to be two weeks turned into seventeen years .
Talbot: What was your know in talent management like ?
Statter: It was the best thing that could have happened. I was with my dad through the evolution, conversion, and the emergence of his management company, Azoff Music Management. I started as his adjunct answering phones, sending faxes, and grabbing lunch, and I worked my way to becoming one of the leading managers. My clients were female powerhouses at the lead of their crippled : J. Lo, Christina Aguilera, and Jewel. I was brokering global brand cope partnerships with Fortune 500 companies like Pepsi and L ’ Oreal .
Executing on these campaigns is where I found I could flex my business muscle in terms of the negotiations but besides my creative muscle, asking, “ What should this campaign count like ? And how does it authentically speak to the node ? ” That began my beloved for trade name work. At that time, sociable media wasn ’ t as prevailing ; it was more traditional campaigns. It was incredible to be immersed in the development of how brands leaned into the digital universe .
Talbot: Tell me about Blended Strategy Group.
Statter: After seventeen years, I hit a detail where I just felt like I had done everything I could. I wanted to show that I could succeed independently of the family business. I was lucky enough to meet my co-founder Sherry Jhawar when she was at the brand EOS. We hit it off day one. I always knew I wanted to start my own occupation, but not entirely. I had never met the right person until Sherry. Between my skill-set of talent and hers of brand, we have a one plus one equals one hundred. And that ‘s in truth where the path to Blended Strategy Group started .
Co-founders of Blended Strategy Group, Sherry Jhawar and Allison Statter
Read more: 199 S Los Robles Ave, Pasadena
We formally launched in 2015 with the purpose to service brand and talent for anything entertainment, market related. Five years ago, brands were such novices in the influencer market space. They didn ’ triiodothyronine know how to execute campaigns or how much to invest. For us at Blended Strategy Group, we ’ re rooted in influencer and celebrity marketing. We got our feet wet and into a in truth good rhythm and started to onboard tons of clients. The adjacent natural capability was to add a PR division to be able to service our sword in a cohesive direction across fame and influencer market .
We in truth believe that there is a white quad in the market for an agency to be able to service brands uniquely, whether it ‘s an influencer campaign, to the PR, to the social media scheme, it all goes in concert in the lapp kind of roulette wheel .
Talbot: What do you enjoy most working with your clients ?
Statter: What I love most is the creativity and collaboration. Whether we ‘re working with Reebok on a YouTube focused scheme on a brake shoe launch or Tiffany & Co. TIF on a ball-shaped mark ambassador program, or with Chelsea Handler on her female-focused Cannabis mark, the common thread is we flex our creative muscles and have fun doing that. It ’ s the best when clients are receptive to our outside the box ideas, and we all come up with fresh, newly campaigns that bring that wow gene on social media .
Talbot: You fair launched your collaboration with your BFF with the KKW x ALLISON collection, can you tell me more about how it came about ?
Statter: Kim is a series entrepreneur who has built an incredible business for herself. not precisely in beauty, but in dress with SKIMS, she flush has a television game that does phenomenally well. She ‘s a military unit, and I am inspired by her .
Kim Kardashian and Allison Statter launch their KKW x Allison pallette collection
KKW Beauty has had such enormous growth since its launch. The KKWxAllison collection came about with her wanting to collaborator together. I said, “ I would love to do a solicitation, but I need to be able to wear the makeup. ” It was me explaining to her how with three boys under ten and with running a company, I have no meter to do my constitution. When I do have clock, I want it to be slowly .
The goal of this solicitation is to be very attainable — beautiful makeup for the busy womanhood, the mom-on-the-go, and even the constitution addict. We want to create this collection for everyone, not precisely for a specific tone, makeup artist, or YouTuber. We truly believe that this collection can work for every single person out there .
Talbot: What content trends are you seeing presently ?
Statter: It ‘s indeed fascinate how things quickly shift. We went from Facebook to Instagram to Snapchat to now TikTok. You have these respective channels to communicate in their own specific way, and each chopine has niche audiences and influencers .
Millennials and Gen-Zs are so grok. They know how to communicate better than anyone and create content that their consumers and followers are most receptive to. I have a buddy who is 22 years old. He ‘ll post something on Instagram with a caption that I do n’t understand, but his entire 40,000 followers know precisely what it means. Brands need to lean into these influencers to tell their stories, grocery store their products, and help create the capacity .
Talbot: How have you integrated these Gen-Z influencers into your campaigns ?
Statter: We work with Gen-Z superstars like YouTuber Emma Chamberlain and TikTok ’ s Dixie D ’ Amelio. Our scheme is to connect influencers when they ’ re on the lift to beauty and fashion brands. A few years ago, we partnered Lili Reinhart with Dermalogica. From the meter we signed her, to the time her campaign came out, she gained three million followers. These Gen-Z influencers are then valuable, understanding, and ache .
Talbot: last, what advice do you have for female founders wanting to start their own speculation ?
Read more: Blend Fund
Statter: I took the biggest leap of faith. I left caper security and the family business to venture out on my own. I believed in myself, and I was n’t going to let anything come in the room. Every entreprenuer who has that gut instinct and the drive to try to follow your pipe dream, you have to take that travel .
I knew that I had a sight to start this business with Sherry. We had to do a bunch of work to figure it out, but we followed our hearts. You have to be all right making mistakes and failing. You have to trust yourself to do it. Do n’t let anyone tell you otherwise. Follow your heat. Follow your dreams. That is what got me to where I am today .