TEAM MONDO COZMO
While Josh Ostrander/Mondo Cozmo creates his music and his image in a fiercely independent manner, the artist does have support behind him. MC spoke with three of the key members of the team, who provide insight into the past, current and future strategies for the artist.
Steven Melrose
Manager
How did you meet Josh? How long have you been his manager?
I have known, admired and felt a great creative synergy with Josh for a few years now. I managed his previous band and over a year ago he hit me up about some ideas for a new project––I LOVED it and knew we had to make it great. Talent just needs support, patience and understanding...and it always begins with the music.
Josh mentioned that you helped develop his master plan for launching Mondo Cozmo. How closely has that original plan been followed?
When we made the record we created a musical roadmap that we wanted to follow, which all led back to the year 1994. A lot of great music and Josh’s influences were born out of that year (the Verve, Beck, Primal Scream and Chemical Brothers––all music with passion) and with my background in A&R it was a natural starting point. We had a plan from day one, musically and aesthetically in particular. We strove to get it right, make it sound and look amazing, make it cool and stick to the plan. Don’t deviate––stick to the plan!
How has the success of the first singles, particularly the support of radio DJ’s Nic Harcourt and Jason Bentley, been parlayed to other markets outside of Southern California?
Those guys [Harcourt and Bentley] are so good, so passionate and have great taste. I have known them both a long time and they understood our vision and understood where we were coming from. Then they helped light the torch, which has now been catching fire all over from Radio1 in the U.K. to sold out shows in NYC, Philly and more…it’s a great start on a great journey.
Dan Cohen
VP, Marketing, Republic Records
How important are the Mondo Cozmo videos and social media exposure vs. radio airplay/Spotify etc.?
The first time I was introduced to Mondo Cozmo, it was with the “Hold On To Me” video, which just floored me! I knew then that the visuals were going to be a huge part of building the persona of Mondo Cozmo and telling the story. Josh has an incredible visual sense, so it’s been really easy to just say, “Hey, we need an album teaser,” or, “We need to create a great live clip,” or some sort of cool video for a social post. And he’s given us the most amazing visual pieces that are 100% him, and his voice and vision. The same holds true with his social media “voice.” That is 100% Josh being insanely creative and genuine.
On a daily basis, I tell other artists to follow him because his use of social media is so spot-on for who he is as an artist—it’s just so him. Now, is it more important than radio/Spotify? No way! Everything works together in helping to build the story. The visuals and social media are great in that as we get airplay and streaming playlist adds, and people start to explore and want to learn more about who Mondo Cozmo is, we know there are amazing visual assets and an incredible social media voice for people to dig into and get a sense of who he is.
What other marketing strategies will be employed closer to/upon the release date of the upcoming full-length release?
Touring. More videos. We’ve been doing a lot on college campuses where we have huge blank banners that just say “Everything Will Be Alright If You #LETITGOMONDO,” and people come up and write what they want to let go of. It has been insanely reactive. I think it’s super-cathartic for people, so we’ll do more things like that. We like doing subtle and subversive things, which will continue to be the course of action on this campaign.
Are there intentions to explore commercial/film/TV song placement for Mondo Cozmo songs?
Most definitely! We had our first synch [recently] on Teen Wolf, and it was incredibly reactive. Mondo Cozmo’s music has such an emotional quality to it that we’re certain that the right synchs in the right places will have a huge reaction.
It seems that Josh helms much of the social media exposure for Mondo Cozmo, and in creating the videos. To what extent are you and the label involved in this aspect of marketing?
Josh is the brains and vision behind all of this. We’ll brainstorm on ideas, but I’ve never once said, “Can you say this” on social media. It’s more, “Hey––we need to make sure folks are aware of this,” and Josh runs with it.
Simon Katz
Senior Director, A&R, Republic Records
What is your current direct involvement with Mondo Cozmo’s career development?
I was fortunate enough to find Mondo Cozmo and sign him to Republic Records, so I am responsible for making the record, guiding and supporting his creative process. I work closely with Josh, his manager Steven Melrose, and EVP Rob Stevenson to help achieve Josh’s very strong creative vision. We’ll do anything in our power to help him succeed, and I’ve done everything from mix sculpting to additional production, since there really are no rules or boundaries in A&R. Whatever it takes.
What appealed to you about Mondo Cozmo?
I was first drawn to Mondo Cozmo by the quality of the songwriting and production. It’s very hard to achieve something that feels classic but modern without being derivative. I certainly hear influences in Mondo Cozmo’s music, but it still feels wholly original and fresh. He is also an incredible live performer, which is very important to me.
How did you become aware of/interested in Mondo Cozmo?
I’ve known Josh since he was in his previous band, Eastern Conference Champions, but his manager Steven Melrose played me a demo of “Shine,” and I was blown away just 30 seconds in. The music speaks for itself.
How does Mondo Cozmo fit into and complement Republic’s roster?
You develop very high standards working at Republic Records. Republic is the best label in the world, and the level of talent here is incomparable. It is important that any new act lives up to these standards and potentially fills in any gaps. There is nothing like Mondo Cozmo on Republic’s roster or any roster for that matter.
