Cat's Mother of the Month - Olivia Hobbs

We’re back with our Cat’s Mother of the Month series and this October we’re shining our torch on the powerhouse that is Olivia Hobbs, Founder & Director at Blackstar Agency and creative genius behind a bunch of kickass marketing campaigns for the artists we all know and love. In this interview Olivia sheds light on what her day to day looks like heading up the agency, how her journey into the music industry first began, and more. For all the inspo you need to take that leap of faith in starting your own venture, keep reading…

Where did your career in the music industry begin?

I started when I was a teenager, working in studios and doing odd jobs in and around Birmingham which I basically begged my way into. I also studied music technology and wanted to go into producing music. I followed that passion into live music production by working in touring, before I realised marketing was where I wanted to be. I ended up at Universal Music after pounding the job portal and finding my way into the internship program (they say you have to know someone, I didn't). I then started working at Polydor which was the most incredible experience I've ever had, followed by working at the iconic Fiction Records with some of the best artists you could dream of - It was was a formative experience for me.

What led you into founding Blackstar?

I felt there was a gap in the market for more bespoke services and my intention was to work on this solo. I had no idea that the demand would lead to developing an agency, so my job has changed a lot over the last 5 years of business.

Have you always known you wanted to work in digital marketing?

I learned to code a little when I was a teenager and always leaned into tech trends as a personal interest. I was a part of the MySpace generation, where we coded our own profiles to crash your friend's browsers. I like all aspects of marketing and the fun you can have with it both online & offline.

What does an average day as the Founder of Blackstar look like for you?

I wake up and drink a litre of coffee haha. Take any key calls scheduled, as well as work through any more boring tasks like admin or form-filling first thing so it's out of the way for the day. I spend as much time as I can chatting to the teams, helping to problem-solve and taking client meetings. In the evening when the US team logs on, I am on had to support, as well as attend a gig or a dinner before heading home pretty late, high-fiving my cat and my husband, then starting again tomorrow.

Every day is pretty different depending on who you meet or what you do, it's a lot of problem-solving & juggling, but rewarding every day.

What’s been your proudest career achievement to date?

I think it's that Blackstar was started without backing, capital and investment. It's not something I knew how to access, so I just didn't. It's one of the most common questions I get - "who owns Blackstar?" or "who is your investor?", which had genuinely never occurred to me, so I'm glad we're at this point without answering to anyone and have been able to shape our team and culture our own way.

Where do you draw your creative inspiration from?

My favorite thing I've done recently is made a Spotify blend with every team in the company so I can share what they are listening to and get a wider perspective. I also try to listen to the radio every day so I can see what's landing over there and maybe find something new! My personal music preference is more aligned to alternative, industrial, hip hop, and electronic, and it's easy to get trapped in your comfort zone with music. I love to be challenged & surprised.

What word of advice would you give to your younger self?

I'd tell my younger self I have ADHD & ASD, because I found out in my 30's (it presents so differently in women and girls). I could put the support in place I benefit from now and treat myself with a little more kindness. I'd encourage any women who suspect it to investigate via their GP.