10 Questions with ... Dean Sven Carlson
January 21, 2013
BRIEF CAREER SYNOPSIS:
I started as a DJ and MDat my high school radio station, and music has been a driving force in my life ever since. I had a wild ride in commercial radio (Top 40, AOR, Triple A), web radio (all formats) and I produced my own internationally syndicated show that featured modern global music. I have been a Music Supervisor in the media branding industry for 10 years now and love it.
1. Tell us about PlayNetwork and its services.
We produce in-store and on-line media experiences for brands worldwide including music, video, web radio, artist promotions, events and ad networks. Founded in 1996, PlayNetwork serves 275 brands, 70,000 locations in 90 countries, reaching over 100 million people a day.
2. How did you get your current gig?
I'd been stalking them for a while and they're the best in the business.
3. What do you there?
I help oversee all new music coming in which includes researching national and international airplay and sales charts, connecting with labels to discover new artists, work with promoters, organize the digital library, order music for our global clients, plus help with reviewing, cataloging and critiquing new releases on a variety of levels and attributes.
4. Who are some of your clients?
PlayNetwork provides branded media content for a wide range of national and global clients including Converse, The GAP, Hilton, Banana Republic, Fed Ex and MAC Cosmetics.
5. What type of music works best for your clients?
In addition to all the mainstream music formats, there is a high demand for new artists and library depth, and in many cases, clients like us to blend together different styles to create a unique experience that tells a story and connects with the brand.
6. What new artists are you most excited about?
The Alt-J album blows my mind. Practically every song on the Lord Huron album has been playing in my brain since it came out. Two bands from Sweden I am currently fond of are First Aid Kit and Tallest Man On Earth.
7. How do artists benefit from your services?
Exposure, promotion, supplemental income and access to high-profile brands.
8. What are some of your biggest challenges at PlayNetwork?
Lyrics. So many great songs just don't work well, when connected with a brand, due to questionable subject matter and profanity.
9. What part of your job do you like best? Least?
The best part of my job is that I almost always have a new favorite song each week (serious) ... and my least favorite part? Pop songs get stuck in my head (right now "Kiss You" by One Direction) and it can take days to shake it off.
10. If you wanted to change careers, what would you do?
Public relations, career coach, social media.
Last non-industry job:
First record ever purchased:
David Bowie "Young Americans"
Jackson 5, Seattle Coliseum, 1973.
Favorite band of all-time:
What do you enjoy doing in your spare time?
I like hanging out in my shed, in the woods, on Vashon Island.