GREEN MOUNTAIN LODGE
 
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Josh Greenberg

Founder, Green Mountain Lodge IVS

Driven by an insatiable appetite to discover, create and change culture, J/G has built a diverse quiver of resources through his career development, formal education, relationship building, non-traditional channels and entrepreneurial hustle. He has been trusted to help grow and steer some of the most iconic and innovative brands of all time, in Red Bull and Spotify, during critical periods in their evolution. His early foundation came from end-to-end music management: overseeing the creation, production, performance, promotion and presentation of art as brand and business; both his own and those who have trusted him to help them along the way. Applying that foundation to his business, he’s won hearts and minds in company leadership and consumers by authentically balancing the intersection of artistic expression and commercial interest through the lens of brand and business strategy. Now, he extends his experience and service to artists, management companies, labels, promoters, agencies, festivals, conferences, established and start-up tech and culturally connected brands with his consultancy, Green Mountain Lodge.

 
 

Work Experience

 
 
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Spotify - Global Director OF Experiential Marketing

TERM: Feb 2016 – Aug 2018 LOCATION: New York City, USA

  • Senior Lead within Global Brand & Creative Dept. (Winner of 2018 Media Brand of the Year at Cannes Lions and 2018 In House Agency of the Year by AdAge)

  • Named #4 on Bizzabo’s list of Top Event Marketers to Watch in 2018

  • Developed new business strategy to lead offline brand management of the world's largest streaming service, creating and delivering authentic experiences and the marketing surrounding them as a platform on behalf of artists and fans.

  • Managed an international team of business strategists, collaborators and producers.

  • Built live music into an always on program, turning valuable playlist franchises into monetized live touring concert series' - including RapCaviar Live, Who We Be Live, Viva Latino! Live and Hot Country Live.

  • Executive produced, A&R'd and music supervised content initiatives such as 2x Emmy-Nominated "I'm with the Banned" film and related music releases (Winner of Cannes Silver in Music and Listed for Titanium Lion, One Show Gold Pencil in Branded Entertainment: Online / Long Form - Campaign and Bronze Pencil in Branded Entertainment: Feature Length / Non-Fiction / Documentary).

  • Developed framework for artist marketing experiences to build brand for both Spotify and the artist; collaborating directly with artists, management and labels to bring new releases to life for super fans.

  • Overhauled global festival strategy to pivot company’s role from sponsor into service provider - offering more value to promoters, artists and fans across the landscape.

  • Developed and lead industry engaging moments like 2017 & 2018 “Best New Artist” Grammy events, the first annual International Songwriter-focused “Secret Genius Awards” and Open Houses in key music markets.

 
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RED BULL - International Culture Marketing Manager

TERM: April 2014 – Jan 2016 LOCATION: Salzburg, Austria

  • Global strategic & brand managerial lead for live music including branded initiatives, artists & festivals

  • Communication w/ 300 marketing managers around the world, in the office & on the ground

  • Develop global roll out strategy for Red Bull Sound Select, an artist development program that engaged tastemakers & fans to help break through music’s cluttered consumption landscape in service of artists.

  • Create Red Bull TV strategies for music, including serialized and live content, negotiating licensing partnerships and contracts (including Roskilde, Primavera, Bestival and Montreux), and launching an umbrella festival series in 2016.

  • Established cross-departmental alliances w/ six divisions adding €10MM to Festival plans in 2015

 
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Red BULL - Culture Marketing Manager, Western US

TERM: July 2012 – April 2014 LOCATION: Los Angeles, USA

  • Managed large team to cultivate & deliver campaigns in music, art & fashion for region of 80M consumers

  • Developed Red Bull Sound Select as international brand platform & launched in Los Angeles, Portland & Seattle, including signature worldwide moment “30 Days in LA” – held annually in November

  • Negotiated with #1 US Alternative radio station, KROQ, to launch Red Bull Sound Space, an intimate venue that hosts the biggest names in music for live performances online (video) & on air (audio)

  • Booked and contracted 250+ artists annually for branded programs and festival stages

  • Lead music festival strategy and expanded impact w/ team engagement, visibility and sales growth: Coachella, SXSW, Sasquatch, EDC, HARD, FYF, NXNW + more

 
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BANDxCITY / BANDxCITY.com - CEO & FOUNDER

TERM: September 2010 – December 2013 LOCATION: Los Angeles, USA (International)

  • Created and launched a start-up music platform to unearth local music through the eyes of passionate local fans for a global audience – showcasing over 2500 artists through the platform’s lifecycle

  • Personally designed and trademarked name, brand, marks and entire creative identity

  • Developed two generations of a web product along side active social platforms and deep analytics

  • Managed establishment and incorporation of business, finance, legal, sales, and marketing

  • Managed and motivated an organization of 20 volunteer contributors around the world to deliver on monthly editorial calendar deadlines based on passion and engagement for the scene

  • Reached monthly visits of 20k and produced events in Los Angeles, Chicago and New York City

 
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Red Bull - Culture Event Marketing Manager, Western US

TERM: December 2010 – July 2012 LOCATION: Los Angeles, CA

  • Established new role for business to support efficiencies and output of event programs

  • Built international best practice programs for Music Academy, Thre3Style and Common Thread

  • Constructed national template, guidelines & execution standard for Red Bull EmSee series in 2011 – hiring production company, establishing legal processes, building event production guides, booking legendary rap artists, building sets & branding, contributing to development & production of 9-show TV series sold to G4 network

  • Set new standards in “Delivering results & solutions, sharing the passion to win, self empowerment & self-management” as evaluated by management.

 
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Red Bull - Field Marketing Manager

TERM: July 2007 – December 2010 LOCATION: Los Angeles & Orange County, USA

  • Delivered all marketing output in the #1 international energy drink market, directing brand, culture & sports marketing; including owned events, supported events, partnerships, sampling, on-premise & off-premise sales support, collegiate programs, high school/entry point consumer driven programs & media outreach.

  • Creative & Executive mgmt roles in Red Bull Soapbox Race LA (2009), Red Bull New Year No Limits live on ESPN (2010), Red Bull Flugtag Long Beach (2010), Red Bull Experiment LA (2007), Red Bull Manny Mania Pro & Am Series (2006-10), Red Bull Air Race San Diego, US Open of Surfing (2010), X Games (2005-10)

  • Maintained vast personal network of influential opinion leaders to ensure brand presence & visibility in credible scenes, businesses & venues throughout the city

  • Winner of internal “National Marketer of the Year” award during 2009 calendar year

 
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Red Bull - Assistant Sports Marketing

TERM: October 2005 – July 2007 LOCATION: Southwest Region, USA

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ESPN X-GAMES - Director of X Fest @ SUMMER X Games 11

TERM: May 2005 - September 2005 LOCATION: Los Angeles, CA

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Red Bull - Collegiate Marketing Manager

TERM: January 2002 – May 2005 LOCATION: Los Angeles, CA

 

 

Music Production

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Reconnaissance - Recording Artist, Songwriter, Producer

TERM: Dec 2014 – Present LOCATION: New York, NY, USA

  • Reignited long time solo project (since 2002) after 8-year hiatus for first full-length album, "Ch 3 Transitions," released November 3, 2017.

  • Exclusive songwriter on all material, playing all instruments (drums, guitars, bass, keys, synth, programming), singing all voices, and executive producing all recordings.

  • Before hiatus, previously recorded and released two EPs (pre streaming) and toured with project.

  • Website and Album available here

 
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Musician, STUDIO MUSICIAN, Manager & Co-Producer @ Various ProjectS

TERM: August 2001 – May 2006 LOCATION: Los Angeles, CA

 
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Ego Entertainment / Blotter Music Publishing / S. Lindsay - Audio Engineer

TERM: September 2004 – March 2005 LOCATION: Los Angeles, CA

 

Education

 
 
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Loyola Marymount University                                                  

BACHELOR OF ARTS: Recording Arts / Studio Music Production

LOCATION: Los Angeles, CA 90045

GRADUATION: May 2005 HONORS: Magna Cum Laude

Areas of Study: Sound Design, Recording Technologies, Music, Music History, Music Business, Film, Scoring & Supervision, Guitar, Percussion, Marketing, Business, Philosophy, English, History, World Cultures, Economics, Financial Accounting, & Communications.