Today we’d like to introduce you to Mark Nguyen.
Mark, can you briefly walk us through your story – how you started and how you got to where you are today.
When Planet LA Records was established in 2009, I wasn’t quite sure what I was doing as I was new to the entertainment industry but knew I wanted to pursue my passion for music and storytelling. The “label” took shape as artists and business minds I met through UCLA Extension decided to team up with me to build a unique entity to support content creation in a rapidly evolving landscape.
Planet LA began as the record label for my previous band When Planets Align where I was the singer and lyric writer, but soon after we were working with other local and global artists. It was truly the case of “build it, and they will come.” Also, we didn’t want to chase opportunities but create them.
One of our first initiatives was to sign and support a diverse range of artists and promote them through brand partnerships. In planning a spring tour to the SXSW festival in 2010, I reached out to Whole Foods Market headquartered in Austin, TX and other partners for our showcases. This led to showcasing a Japanese girl punk band Bo Peep and emerging artists at Whole Foods Market with support from Honest Tea and KIND Snacks.
Over the next decade, these dozens of partnerships became as diverse as the hundreds of artists we showcased in L..A. and other cities. Planet LA has partnered with startup and established brands ranging from Bose and Gibson Guitar, Health-Ade kombucha and Lifeway kefir, City National Bank and Core Power yoga. We have featured artists on the verge who have become household names like Emblem 3, Lumineers and Imagine Dragons.
Planet LA has also aligned artists, brands, and causes including the Whole Planet Foundation, Angel City Games, ALS events and many others. I believe wholeheartedly that raising awareness collectively can create a virtuous cycle for all parties involved.
After a decade, I feel more fulfilled and confident I have made a positive impact through facilitating creative partnerships. I am also proud to return to my roots and release a new album this spring with my co-writer Juan Lizarazo who I met at UCLA back in 2009 and is based in Bogota, Colombia. The album, not surprisingly, is a tribute to the artists who are pursuing their creative passions in L.A. and called “Lovers and Angels.”
We’re always bombarded by how great it is to pursue your passion, etc. – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
The journey for the past decade has certainly been challenging and unpredictable yet rewarding enough to keep hustling. I am the founder and only survivor from the establishment of Planet LA.
I find that L.A. is truly an idea-driven town, and those who are able to implement their ideas can go farther each time. With that mantra, I have persuaded artists and partners to engage with new platforms and events including Grammy week events supporting Whole Planet Foundation and a Rock N’ Yoga series in partnership with CorePower Yoga, Gibson Guitar, and Vita Coco. But, I have faced numerous setbacks including showcases that never materialized due to partners who swindled our deposits and other dubious conduct.
Planet LA has signed numerous artists including Bollywood composers, UK-based rock bands and hip hop performers, but has pivoted towards creating opportunities with brands so we can work with any artist whether independent or represented by agencies or labels. This taught me how to temper artists’ sky-high expectations while supporting their aspirations.
Among the most challenging struggles are to generate measurable value, which could mean revenue or other tangible benefits. For brands, digital and marketing metrics are critical to their resource allocation. Since I didn’t quite speak this language, I decided to go back to school in my early 40s and complete an MBA degree at UCLA Anderson in 2014. This greatly aided my efforts to speak the language of marketing executives and translate that with the ambitions of artists.
After a decade, I feel my footing is more secure even though the landscape is shifting faster than ever.
We’d love to hear more about your business.
Planet LA Records is not a traditional “label” but a creative agency that aligns artists, brands, and causes. We still help to produce and release music like the “Lovers and Angels” album released in March 2019, but find that our specialty is brand partnerships.
As the founder, I help guide and manage our brand partnerships which are diverse. At any given time, we are helping to connect artists with opportunities, for example, to support non-profits like Angel City Games for adaptive athletes, or the Whole Planet Foundation and its global micro-lending programs supporting women entrepreneurs.
Many artists have connected with brands through Planet LA, whether endorsements with Blue Microphones, Bose audio or Voyage-Air guitar, or innovative partnerships with ALO drinks, PopArt snacks, and Saffron Road foods.
What brings me great satisfaction is seeing how artists and brands benefit mutually through aligning their values and audiences. This authentic and rather organic pairing of artists and brands can result in win-win partnerships.
I think that is what sets Planet LA apart from a traditional label or agency — we truly have the interests of artists and brands in mind, as we want these partnerships to add value to all parties involved.
What were you like growing up?
I was born in Vietnam, grew up on the West Coast and have spent a lot of time in and out of Southern California during my adult life. Given my Asian and multi-cultural heritage, I was fascinated by the world and eager to learn from diverse perspectives.
By the time I graduated from UCLA in 1994 with a BA, I was keen to see the world and adapt to unfamiliar surroundings. I lived abroad in Singapore and Switzerland after college and spent nearly a decade in Washington DC working in international policy. By the time I returned to L.A, I was thankful to have a global mindset and lots of stories to tell.
And, there was a creative itch I wanted to scratch — which led to the formation of Planet LA in 2009. By telling my own stories through songs, I am so honored to help artists tell their stories through album releases, events, tours and brand partnerships.
Contact Info:
- Address: 7478 Hollywood Blvd, Los Angeles, CA 90046
- Website: www.planetlarecords.com
- Email: [email protected]
Image Credit:
Photographer: Michael Phillips
Getting in touch: VoyageLA is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.
