How I Made it in Social, featuring Rachel Bearinger, Social Media Manager at CD Baby
The former teacher talks about getting to tap into her love of music every single day as the Social Media Manager at CD Baby, an independent music distribution platform.
Welcome to Make It Go Viral’s weekly interview series, How I Made It In Social. Every Wednesday, Pennant Digital Social Media Director Anna Fogel talks to the best and brightest people working in social media about their career journey.
Next up: Rachel Bearinger, a former teacher who now gets to tap into her love of music every single day as the Social Media Manager at CD Baby, an independent music distribution platform headquartered in Portland, Oregon. Rachel shares what has changed since her career started, valuable lessons she’s learned, and how she landed her current job.
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What was your first job in social? And what year did you start?
My first job in social media was in public radio, specifically for a daily classical music program called Performance Today. It was an awesome job for a newly-graduated music education major. This was in 2019!
What has changed about the industry since then?
Oh man, so much. I think the obvious answer is the TikTok-ification of everything, which of course has both its advantages and drawbacks. Video can be a super effective way to communicate but is simultaneously a tough nut to crack as a brand.
Another big change I've noticed is that the internet seems to be a less pleasant place than it used to be. I think being a social media manager requires a thick skin now more than ever.
First piece of content you ever hit publish on?
Professionally, probably a video of someone playing a classical solo piece. Personally, an album of photos taken on a school field trip on my digital camera, published to MySpace.
What was the most valuable thing you learned early on in your career?
Pick your battles, and try to separate work from your personal identity. That can be especially hard for us as creatives, so having a means of creative expression outside of work is a necessity!
How did you showcase your body of social media work?
Currently my portfolio is organized in a simple Google doc showcasing what I consider to be my best work, as well as relevant stats, screenshots, and broad thoughts on strategy by platform. I also have a monstrous folder called "Social Visuals" where I house files; it could use a cleanup though!
What is your current role?
Social Media Manager at CD Baby, an independent music distribution platform headquartered in Portland, Oregon. We're the means for artists to get their music on Spotify, Apple Music, etc. and collect their royalties.
Where did you initially find this opportunity?
LinkedIn!
What do you think was the key factor in getting a foot in the door to your new role?
My manager told me my cover letter was a big part of why I got an interview, so I'm pretty proud of that. It was also to my benefit that I'm quite literally the target customer of the company, so I can provide thoughts and insights that non-musicians can't.
Did your own social media habits or ‘personal brand’ help (or hurt) your job search? Do you think brand building is something social pros should set aside time for?
I think that they helped for this role in particular as I actively market myself as a musician. But in general I think it's naive to think that someone not having a big personal social brand will make them less effective in this industry. Silly! But hey, I'm sure it's gotten some people some incredible opportunities, so if that's something you want to focus on, by all means go for it.
Now that you’re in the seat, what’s the number 1 attribute you’d look for in a replacement?
Jokingly (but not really...) a goofy sense of humor. More seriously, a willingness to roll with the punches and a strong trust in their creative instincts.
Favorite piece of content you’ve ever created?
Probably the Spotify Wrapped parody meme carousel I created back before everyone was making them. I was a little apprehensive since Spotify and CD Baby have a big business partnership, but it did numbers and no one got mad at me!
Favorite follows?
Gotta shout out Minnesota Orchestra, The Verge, and Reverb.
What’s the best part of your job?
Joking around online with musicians (my people) while also providing them a valuable service that makes them money.
Coolest experience you’ve had while working in social media?
I've had the privilege of speaking about social media at a couple of music conferences: MusicBiz in Nashville and Folk Alliance in Kansas City. As a former teacher I get a lot of gratification from getting on stage and talking at people (and hopefully teaching them something).
If you'd like to nominate someone (or yourself!) for a future edition of Make It Go Viral’s interview series, How I Made It In Social, please send Anna Fogel a message on LinkedIn or reach out to me at anna@pennantdigital.com!