Today we’d like to introduce you to Caroline Halloran.
Hi Caroline, thanks for joining us today. We’d love for you to start by introducing yourself.
Growing up in a religious household, I was often shielded from important elements of culture. My parents warned me about the influence of marijuana as a gateway substance, but forgot to caution me about a far more addictive drug, music. It was not until the summer of 6th grade that I first was exposed to one of my favorite bands, The Doors. I still remember how the cascading horn section of “Touch Me” brought chills throughout my body, and for the first time I experienced what it was like not to just hear music, but to feel it.
After getting a taste of Jim Morrison’s hypnotic vocals, I raced home, closed the door to my room, popped in headphones, and became captivated by L.A. Women and Morrison Hotel, and so my obsession with music began. I was just like a little kid divulging in mountains of candy after having their first taste of chocolate. Building off artists like The Doors, The Velvet Underground, and Jimi Hendrix, in a few months I transitioned into a different genre of music, Punk Rock. Kids my age fan girled over artists like Justin Bieber and Harry Styles, but my obsession lied with Kurt Cobain. I still remember before school having to cover my Nirvana t-shirt with a Billabong sweatshirt and hiding my favorite shoes, creepers, in my backpack. I was determined to develop an identity that was completely my own, even when my future felt unclear.
When I started at UCLA, I was completely lost with what to do with my life. Everyone kept advising me to follow my passion, but no school subject stuck out to me. I felt confused and defeated as peers around me boasted about their plans to become a doctor or attend grad school. It wasn’t until the middle of my Sophomore year that I discovered the Music Industry Minor existed, and I immediately knew that entering the music business was the correct career path for me. Music is and always will be a central part of my life.
Fast forward years later, I recently launched a new department as the Director of Audience Development at mtheory, and happier than ever. Working directly with management across roll outs for Djo, Goth Babe, Shakey Graves Tyler Childers, (the list could go on and on) has been nothing short of a dream, something that 12-year old me could have never believed. I think a part of me always wants to make her proud.
We all face challenges, but looking back would you describe it as a relatively smooth road?
First and foremost, I would not be where I am without my my mentors, specifically the incredible Jay Gilbert. He not only opened the door for me in this cutthroat music industry, but also inspired to me always pay it forward. No matter where I am in my career, I will always give back to the peers who were just like me not too long ago: hungry, excited, and desperate for a chance to work in music.
Then there’s my stubborn streak. Some might call it delusion, but I prefer to think of it as unwavering determination. When folks were saying, “this business is impossible to break into” I just shrugged and dove in headfirst. My senior year at UCLA, I had a network interview sent up every single day of the week to meet as many people as possible and applied to at least one internship a day. Sure, it might have seemed like a long shot, but I was convinced that with enough hustle, I could make it happen…and I did.
But let’s not forget the soul of it all – my love for music. This industry can be grueling, but when you’re fueled by passion, it’s does not feel so much like work. You have to be crazy enough about music to make it the biggest part of your life. It cannot just be about looking cool or getting to go to the exclusive parties or free shows. At its core, my pure love for music is what I owe a lot of my success to. I feel lucky and grateful everyday to be in this business.
As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
From conducting industry analysis to pinpoint how and why artists like Chappell Roan and Charli XCX are having breakthrough moments, to diving deep into data to investigate the best ad strategy on Spotify, to recommending bespoke fan engagement strategies for our clients, my day to day is the perfect balance of creative and analytical tasks.
The creative side comes naturally to me, but the analytical piece was a learning curve.
Like many in the music industry, creativity was my first instinct. Brand identity, art direction, and visual aesthetics were what initially excited me. However, after a few data focused internships, I realized that data can be just as compelling and I grew to like the thrill of connecting the dots between a spike in streams and an obscure social moment.
I now can’t imagine a role that doesn’t combine my love for numbers with my creative instincts. That’s what sets me apart, and is my biggest recommendation to others in the industry: Learn both. You never know – it might end opening doors you didn’t even know were there.
Do you have any advice for those looking to network or find a mentor?
Focus on forming friendships in the music business, not just connections. The music industry attracts a certain kind of person. Maybe it’s passion, maybe it’s madness, maybe it’s both. But it’s that shared energy that makes these genuine connections so strong.
Some of my best relationships started small: reaching out to a fellow alum, bonding over a shared favorite artist, or checking in just to share an article that reminded me of them. Before you know it, those people aren’t just contacts – they’re the friends you’re building a career alongside. And honestly, nothing beats that.
Contact Info:
- Instagram: https://www.instagram.com/cghalloran/
- LinkedIn: https://www.linkedin.com/in/caroline-halloran-32bb88178/
Image Credits
Head shot – Andrew Fennell
Digilouge Days – Kevin Liew
Best New Artist – N/A (taken by me)
Metric – N/A (taken by me)
