The 857 Collective in the L.A. Times, part 1

http://www.latimes.com/classified/jobs/la-its_857web1apr15,0,7315994.story

PART ONE: 857 COLLECTIVE

Collecting the thoughts of music marketers

By Antonio Cuevas, Special Advertising Sections Writer
April 15, 2007


857 Collective
click to enlarge

While some complain that the music is so loud they can't even think, others thrive on and build a career out of that same loud music. But since loud music is not appropriate in the average office setting, imagine instead treading in the shoes of 857 Collective co-founders Adam Hobbs and Celeste Tabora, music and media marketing mavericks.

"If I had an office, I would come up with every excuse in the world not to go in," said Hobbs, alluding to the idea that standard commercial office space is not necessarily conducive to coming up with the newest and freshest promotions. "I feel like my home environment gives me the inertia to take my mind out of the office, and not be so template-oriented."

Instead, Hobbs and Tabora — based out of their homes in the Silver Lake and Echo Park neighborhoods of L.A., respectively — pride themselves on delivering their clients, who range from music artists to entertainment and consumer product brands, a different kind of promotion.

"A lot of our ideas come from being able to step away for a second," said Tabora, who is committed to carrying out innovation rather than pack mentality.

A critical trait for any professional, the duo responds to every opportunity to present their unique qualifications. "That's how 857 stays afloat and stays ahead of the competition: we do things that are completely different and we take chances with some of the ideas we put together. We're just crazy enough to think 'that might work!' " Hobbs said.

For example, at the SXSW music and media event in Austin last month, 857 Collective participated with a team of artists, event partners and sponsors to produce a two-day event billed as "Mess With Texas."

"We decided that we wanted to have really cool bands, wanted it to be free, open to the public and all ages, and wanted people to laugh — which is why we added the element of comedy," explained Hobbs.

These elements added something new and different to the SXSW events many attendees have learned to expect, Hobbs said.

Drawing on their experience and first-hand knowledge of the music scene, Hobbs and Tabora assume a leadership role in campaigns that often target young music fans and engage them with new artists and products.

Hobbs, formerly of the marketing team at Capitol Records, and Tabora, formerly of the corporate team at Target, share the responsibilities of 857 Collective with Tabora taking the lead on publicity and Hobbs taking the lead on marketing and promotions.

"We've created a business around the lifestyle that music provides. We're out there at the shows, in the clubs," Hobbs explained. "The music climate is constantly changing, and that's something that our competition doesn't identify with at all."

Part 1 of 2; to be concluded Sun., Apr. 22.

This story was edited by the Special Sections staff of the Los Angeles Times Marketing Department.