Jaclyn O’Connell, Bittersweet Media
💭 Thoughts on BRAT, Coachtopia, and the relationship between fans and artists.
Jaclyn O’Connell is a NYC-based digital marketer, creative strategist, artist manager, and entrepreneur who takes a human-first approach to social media. In 2018, they founded Bittersweet Media – a full-service creative marketing company providing brands, businesses, and teams with the tools and support necessary to connect with their communities. Beyond Bittersweet Media, they’re also Founder of Good Grief Management where they manage artists and work across branding, touring, and more.
🎯 Current focus
At Bittersweet, we just got the greenlight to help with socials strategy on an artist we’ve worked with off and on for a long time, so we’re all excited about that! (Can’t say who just yet :) We’re coming to a close on an eight-month content and socials strategy campaign with Wild Rivers, which has been an absolute blast! That team and band are truly incredible and we’re so honored to have been able to help roll out two (!!) albums this year. Then one of our long-standing clients, SYML just released his EP ‘Infinity’ and we’re prepping for a big 2025!
At Good Grief, most of the roster is in writing mode with the exception of one artist who is getting ready to put out their next record!
In my personal life, my husband and I are working through the process to adopt a child (which is very lengthy!), so that’s been taking up a lot of our time and we’re very excited about it!
🤘 Relationship between fans and artists
Since it comes up in my work so often, I spend a great deal of time thinking about the relationship between fans and artists, between brand and the consumer – the psychology of how we interact on both ends has changed so much over the last five years. It’s something I find truly fascinating and always notice new ways that connection happens.
👒 A good period drama
One thing about me is that I love a good period drama and I just watched the first two seasons of The Gilded Age. The costume and set design was so good. I expect nothing less from Julian Fellowes since Downton Abbey had the utmost attention to detail.
I’ve also been devouring all of Caleb Hearon’s So True podcast, which might be holding my sanity together at this point.
In being a business owner that provides paid services, I’ve been referencing the “good-fast-cheap triangle” at least once a week.
In my conversations about socials and content strategy, my team is probably so tired of hearing me say “community and consistency are key” at least once a day.
👀 Some folks to look up to:
When thinking about someone in my industry that I look up to, a few people come to mind:
• Jessi Frick of Father/Daughter Records – Jessi has been an incredible resource for how to navigate the music industry, especially as a non-man. We can easily spend an hour on the phone laughing about how ridiculous our jobs can be but also share a deep love for how beautiful art brings communities together.
• Laura Bender of Wyatt Road Records – Laura is one of most amazing people I’ve had the honor to befriend in this industry. She’s believed in my abilities when I didn’t and is always there to listen when I’m not sure where to go next.
• Michelle Szetos Peras of LOFT Entertainment – Michelle and I only became acquainted earlier this year, but what I’ve learned thus far is that Michelle is a powerhouse of a human. She’s a whip-smart artist manager, takes no bullshit, and has an awesome sense of humor. I want to be like her when I grow up.
🎁 Slowing down for the holidays
As of writing this, we’re about to slow down for the holidays and I’m looking forward to some quiet time with my husband and our dog!
🎧 Watching/listening to podcasts on YouTube
I really love YouTube. It’s like my own personal corner of the internet where everything is tailored for my weird and wide-ranging interests. I’m also a weirdo and like to watch/listen to podcasts on YouTube versus just purely listening on streaming platforms.
I really love everything Coach is doing with Coachtopia. It was a brilliant way to re-invigorate the brand and bring in a younger generation to a legacy brand (and to be kinder to the earth)!
💅 Press-on nails
In my free time, I love making press-on nails, so a brand that is doing great things in that space is Function of Vex. They’re AAPI-owned and know how to speak to their customers with authenticity that makes you want to be a part of their cool club. So much so that I’ve purchased almost every product from them over the course of a year.
I was frothing at the mouth over the entire BRAT campaign. That rollout was so masterfully done in so many ways, but most importantly centered the fan community, which has become one of the most powerful strategies you can utilize in any marketing campaign.
Follow Jaclyn on Instagram & Linkedin and check out their companies here and here.
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