Partner & President, Digital Strategy
Rob began his music career in marketing and rose to General Manager at Ruffhouse Records, a pioneering Sony Music record label that has sold over 100 million albums worldwide with artists Lauryn Hill, The Fugees, Cypress Hill, Wyclef Jean, Kris Kross, and others. He has an extensive history working in the music industry from marketing and promotion to publishing, management, and merchandising.
Rob served at Warner Music Group’s distribution arm, W.E.A. Corp. in 2003, developing retail and account-based marketing initiatives for WMG artists including T.I., Linkin Park, Metallica, Missy Elliot, Sean Paul, and others.
In 2005, Dippold became Partner & General Manager of Trustkill Records, an independent industry-leading entertainment company partnered with Sony and Universal Publishing. Trustkill was instrumental in launching and breaking influential bands in the metal and hardcore rock scene including Bullet For My Valentine, Eighteen Visions, Poison The Well amongst others. Under the Trustkill brand, Rob was actively involved in the digital & mobile technology space including developing and launching “MobileThreat” the first-ever mobile content destination platform dedicated to the metal & punk music genres, as well as other lifestyle branded websites and virtual reality communities.
In 2010, he became a Partner & President of Digital Strategy & Marketing at Primary Wave Entertainment where he is charged with developing creative digital marketing campaigns, strategic partnerships, as well as building e-commerce, and direct to fan initiatives. In addition, Dippold also actively seeks, signs, and develops talent and new business opportunities. Most recently Rob’s work on Def Leppard’s 30th Anniversary of Hysteria album was named “Best Music Marketing Campaigns” by Music Ally’s Sandbox. In 2019 Rob was featured in Billboards “Digital Power Players” list.
Dippold attended The Pennsylvania State University and received a Bachelor of Science degree from the School of Business in Marketing & Management.
Director, Streaming & Playlist Marketing
Mike Fordham launched his music business career while studying radio at Hofstra University. When he wasn’t on air at WRHU, writing album reviews for the school paper or booking bands on campus, Mike worked for Sony Music’s famed college marketing program. Here, he promoted artists at college campuses and independent retail. This led to an internship at ATO Records, a sales gig at Legacy Recordings and later a marketing position at the respected indie label Razor & Tie. He worked his way up from an assistant to product manager over the course of three years (honing such skills as artist development, radio promotion and tour marketing). A chance meeting led to Mike handle marketing and campaign management at Pledge Music in 2011. Because of his prowess for recruiting artists to work with the platform, he transitioned into a role in A&R.
Director, Digital Marketing
Since joining Primary Wave in 2016, Jordan’s mission has been simple – to breathe new life into the music catalogues of icons like Smokey Robinson and Glenn Gould with the help of apps, digital partners, and new technology that didn’t even exist when their copyrights originated. With his network including creatives at JibJab, Waze, Smule, WhoSampled, Lyft, ATTN.com, and Timehop, Jordan has enhanced Primary Wave’s digital department with tools that have given “old songs” new meaning for millennials, Gen Z, and generations to come.
Jordan was instrumental in Gloria Gaynor’s entrance to TikTok by launching her #IWillSurviveChallenge at the start of the global coronavirus pandemic in 2020. The TikTok video became an international viral sensation. As a result, “I Will Survive” spiked 81% in digital song sales, soared to #4 on Billboard’s Dance Chart, and saw a 5% increase in streams in the U.S. alone. When Primary Wave acquired Gaither Music Group in 2019, Jordan oversaw the re-imagination of the Christian music label’s digital marketing department resulting in a 159% increase in social media followers across all platforms and an 11% decrease in people unfollowing Gaither on Facebook, their top account. In June 2020, Jordan secured a partnership with JibJab to help celebrate the 40th anniversary of the iconic hip-hop song “The Breaks.” In its first week, the eCard became the #1 most purchased on the platform. Since early 2019, Jordan has held an appointed position by The Shorty Awards as a judge, helping to critique the best social media campaigns the internet has to offer.
Prior to joining Primary Wave, Jordan supported clients including Joel Osteen, Burlington Coat Factory, Gavin MacLeod (“The Love Boat”), and more. With music in his heart and a talent for business, he has successfully helped entertainers build relationships with their fans through digital marketing.
Manager, Digital Marketing
Jacob graduated from Berklee College of Music with a degree and Music Business & Management and a degree in Songwriting. Having spent time with music production house Ear Goo Inc, Cornerstone Agency/The FADER, and Harry Fox Agency, Jacob has a wide range of experience that helps drive creative strategy and define marketing objectives.
Manager, Digital Marketing
After being introduced and encouraged to pursue music as a young child from school, family, and peers, Lorena’s passion for the music industry continues to develop throughout her life. When she first moved to New York City in 2013, after attending the University of Tampa studying Advertising and Public Relations, she began her first internship for Manhattan-based non-profit black box theater The Tank. Lorena immersed in the NYC emerging arts scene in an intimate setting, assisting with social media content management and volunteering during the organization’s live shows. In 2015, she joined the non-profit music organization and venue National Sawdust in Brooklyn, NY for a digital marking internship during its inaugural season. Lorena accepted a full-time position as a Digital Marketing Associate in 2016 after finishing her Associates in Liberal Arts at Borough of Manhattan Community College. She worked closely with the 100+ artists to develop digital marketing partnership opportunities as well as managing the organization’s channels. She completed a Digital Marketing Certificate with Cornell in 2018 to further understand the inner workings of online content properties. Lorena is originally from East Hampton, NY.
Manager, Digital Marketing
Born and raised in Delaware (yes, he’s seen Wayne’s World), James graduated from Northeastern University in Boston with a B.S. in Music Industry. Since then, he has worked in nearly every facet of the industry managing digital strategies for management companies, independent record labels and agencies covering clients from Aerosmith to Rosanne Cash to RunDMC to The Revivalists and everything in between.
Digital Marketing Coordinator
With her expertise and passion for pop culture, fashion and urban music, Shauna brings years of creative development experience to our team. In 2014 she graduated from Hampton University with a degree in Broadcast Journalism and Marketing. Her undergraduate studies brought her all the way to Salamanca, Spain, where she studied the Spanish language and culture. Upon graduating, her first job in entertainment was at Walt Disney’s ESPN, where she found her niche developing content designated to the intersection of sports, music and fashion. There she honed her creative skills, nurtured her leadership abilities and created content that reached millions of people in over 16 different countries worldwide. A Native New Yorker, and music lover, Shauna has successfully worked on multi-million dollar marketing campaigns, specializes in strategy and organization, and creating content that leaves people wanting more.
Digital Specialist & Audience Development
Born and raised in the outskirts of Tel Aviv, Israel, Hadar’s passion for music started at a young age as a singer/songwriter. Her curiosity for the music business led her to study Music Industry at Ramapo College, where she managed the school’s record label, Ramix Recordings, and worked at the school’s marketing department. During her 3.5 years in college, Hadar refined her digital marketing skills in the music field by interning internationally at Music Ally in London, You And Whose Army in Tel Aviv, and The Orchard in NYC. Hadar’s obsession with music and multiculturalism also led her to spend time researching and comparing the International music industries during this time. Upon graduating from college, Hadar provided music industry services such as strategic digital marketing and content creation, artist development, press and publicity, and live music/event production to an array of music companies.
Digital Marketing Assistant
Kasey is committed to constructing narratives through multimedia production and creative artistry, and her main goal is to continue to shape pop culture through music. A Haitian, R&B-lover born in West Point, Mississippi, Kasey grew up in Harlem, NY where she was fascinated by the West African, Caribbean, and Hip-Hop culture she was surrounded by. Kasey’s multicultural upbringing helps fuel her creative development and content creation. An avid traveler, she’s visited 14 countries in Europe, North America, and the Caribbean where she’s been exposed to various styles of music, people and ideas. She studied Communications Media Management and Psychology at the State University at Fredonia. When she wasn’t producing, songwriting or recording in the studio, you could catch her working in the Thompson Live Television Studio producing and directing live shows, or hosting her own radio show, “On-Air With Kasey” on the award-nominated WDVL station in Fredonia. Kasey is currently working on expanding her music palate and immersing herself in all things digital marketing.
Digital Marketing Assistant
A lifelong musician, Emma’s professional journey is informed by her steadfast commitment to the arts.
In 2020, Emma graduated from Bryn Mawr College with her B.A. in Music. During her time in school, she explored the performing arts world through internships at The Philadelphia Orchestra, FringeArts and The Sharon L. Morse Performing Arts Center. Her music industry career began at Universal Music Group, where she provided digital marketing and ecommerce support to clients such as Cedella and Skip Marley, Sean Paul, The Killers, Jessie Reyez and The Rock & Roll Hall of Fame. Emma has also previously worked for Philly PR Girl and Little Worry, a boutique artist management company/record label imprint.
Outside of the office, Emma writes her own music and performs as a percussionist and jazz pianist. She has experience leading and playing with a variety of music ensembles, including symphony orchestras, pit orchestras and jazz bands. She is also very interested in fashion and film.
Music Streaming Specialist
Born and raised in Colorado, Cameron’s love for music started at a very young age through attending hundreds of concerts with his parents. After working for local venues in Colorado (and while attending the University of Wisconsin – Madison), supporting acts of all genres and eras, he shifted his focus to music promotion, where he has specialized in playlisting and streaming working for the independent playlisting company DPG Worldwide.
Born and raised in Puebla, Mexico, Lazaro’s passion for art and design started at a very young age with a love for drawing and watching movies. His passion for design led him to major in Graphic Design at Western Connecticut State University (Danbury, CT) where he graduated and was a Dean’s List Recipient. Lazaro enjoys simple elegant design that captures your attention and delivers a message in a beautiful way. Prior to joining Primary Wave he has worked at several creative agencies designing brand packaging, style guides, logos and ad’s. When not working, you can find him either playing/watching soccer or other outdoor activities.
Creative Direction, Design, Web Development (Visual Natives)
Creative Direction, Photography, Design (Visual Natives)