Shawna “Peezy” Spears, VP of Marketing at Venice Music, on Building Artists for the Long Run

On a recent episode of the One More Time podcast, Venice Music’s VP of Marketing, Shawna "Peezy" Spears, sat down to talk about everything from grassroots artist development to building culturally relevant campaigns. What emerged was a rich, practical breakdown of what artists really need to understand about marketing in today’s landscape. With a resume that includes stints at Columbia and LVRN, Peezy is no stranger to building long term careers and making sure artists are seen and heard in ways that resonate beyond the first impression.

Throughout the conversation, one thing was clear: Peezy is about longevity. She is not chasing viral trends. She is building artists from the ground up, helping them grow into something sustainable. Her insights are not just applicable to marketers or label execs but also to artists who are serious about making music that lasts.

Start with the Artist, Not the Algorithm

Peezy began by pushing back on the idea that success starts with streaming numbers. Too often, she said, artists treat marketing like a tool to boost stats instead of a method for storytelling. That kind of thinking is backwards. "Marketing does not create the hype. The artist does," she said. A campaign only works if the foundation is there, the story, the intent, and the authenticity.

She emphasized that true marketing starts with having something to say. A point of view. A story. "If you do not know who you are, we do not either. And we cannot sell what we do not understand," Peezy said. In her world, the strongest campaigns come from artists who know themselves and are willing to share that with the world. She considers identity to be one of the most valuable assets an artist has, and it must be nurtured with care.

That message extends beyond just the music. It touches everything from visuals and rollouts to how an artist shows up in interviews. Peezy is clear that identity is the foundation of every smart marketing move. "Your marketing is only as good as your narrative. And your narrative comes from who you are." Without that grounding, any marketing effort will feel forced, and the audience will pick up on it immediately.

For developing acts, she recommends slowing down and getting that part right before trying to force a moment. "If you do not have a foundation, you are just throwing money at the wall," she said. Without a clear identity, no amount of paid ads or playlists will make it stick. The goal is not to manufacture excitement but to reveal it in a way that feels honest and organic. Peezy encourages artists to get introspective, even before hitting the booth or calling a creative director.

The Myth of the Overnight Moment

Another major theme in Peezy’s interview was the danger of thinking that success should come quickly. "I have seen people get their moment too soon and not be ready for it," she said. That kind of premature exposure can be harmful, especially if an artist does not have the infrastructure or mindset to sustain it. She sees it all the time: a viral hit brings millions of views, but the artist is unsure of how to follow up or maintain the energy.

She encouraged artists to stop comparing their journey to what they see online. "Instagram is a highlight reel. You are not seeing what that artist had to sacrifice or how long they have been working behind the scenes." According to Peezy, most so called overnight success stories are years in the making. The public only sees the end result, not the years of late nights, studio sessions, and tough decisions that paved the way.

Instead of rushing, she suggests artists focus on building the muscle. Performing in small rooms. Making mistakes. Learning what works and what does not. "There is something beautiful about the grind. It shapes you," she said. Her advice to young artists is simple: "You want the moment to be the result of the work. Not a shortcut around it." That growth, through trial, error, and recalibration, is what gives an artist staying power.

That approach also applies to marketing teams. She warned against relying too heavily on paid campaigns or flashy content without substance. "If the music is not moving people, it does not matter how slick the video is," she said. Substance wins. Every time. Great visuals can support a message, but they should never have to carry one. Peezy encourages teams to put more weight on emotional impact and less on virality.

What Makes a Great Rollout

When it comes to releasing music, Peezy laid out some essentials for a strong rollout. First, the artist must be aligned with the vision. That means understanding not just what they are releasing but why they are releasing it. "You cannot just drop music because it is Friday. You have to know the purpose behind it," she said. A rollout without purpose is just noise. Purpose connects with people.

Second, timing matters. Peezy is a firm believer in building momentum. "Sometimes people drop music when no one is paying attention. And then they are mad that it did not move," she said. Building anticipation is part of the job, and that takes patience and planning. Smart timing can mean the difference between getting lost in the shuffle and owning the moment.

Third, she emphasized community. "The best rollouts are the ones where the fans feel like they are part of it," she said. Whether it is exclusive content, fan activations or behind the scenes moments, creating touchpoints matters. When fans feel involved, they become ambassadors. They spread the word, defend the vision and grow the audience in ways no paid campaign can replicate.

But perhaps most importantly, she stressed consistency. "You cannot show up once and expect people to care. Artists have to be in the mix regularly. That is how you build trust." Rollouts are not just about the big splash, they are about the drip. Consistent storytelling, steady engagement and always leaving fans with something to hold onto builds loyalty.

Working with Realistic Budgets

One of the most practical parts of the interview came when Peezy addressed indie artists trying to make an impact without a major label budget. Her message was direct: it is possible, but it takes creativity and strategy. "You do not need a million dollars to make people care. You need a good story and a smart plan," she said. A compelling idea will always travel further than a bloated budget with no soul.

She gave examples of artists using street teams, micro influencers and local partnerships to build momentum. "Get your neighborhood to show up for you first. That is the core. If you cannot move your block, you are not ready for the world." Starting small is not a weakness, it is a blueprint. Grassroots support is often more powerful and more loyal than any playlist placement.

Peezy also talked about prioritizing spend. "Do not waste your whole budget on a fancy video if you do not have the means to promote it," she said. Sometimes, a clip of a real moment, shot on an iPhone, can do more than a cinematic visual if the feeling is right. It is not about resolution, it is about resonance.

To make every dollar count, she urged artists to map out the rollout before spending anything. "Know your goals. Know your message. And then figure out how to bring that to life within your means," she said. Strategy over aesthetics, every time. Know who your target audience is. Understand what content they engage with. Build toward them, not toward the algorithm.

Culture Is Still King

Toward the end of the conversation, Peezy reflected on how much the game has changed and how much has stayed the same. Trends come and go, but culture always matters. "If the culture is not with it, it is not going to last. Point blank," she said. Cultural currency is something you earn through connection, not through clout.

She referenced campaigns that went viral but failed to convert into lasting fanbases. "It looked good. It got clicks. But no one cared after a week." For Peezy, the goal is not attention. It is impact. Impact is measured by fan loyalty, artist evolution and the ability to influence others, not by how fast a clip spreads on TikTok.

She pointed to examples of artists who built trust with fans by being consistent and authentic. "People want to feel like they are on the journey with you. Not like they are watching a commercial," she said. That is what turns followers into believers. When fans believe in you, they do more than stream your music. They show up, buy tickets, wear merch and bring their friends along.

Even as the marketing tools evolve, the fundamentals stay the same. Be real. Tell the truth. Build community. And most of all, stand for something. "Marketing is not magic. It is alignment," Peezy said. "And alignment starts with knowing who you are."

That philosophy is why Peezy continues to stand out in a crowded industry. She is not chasing quick wins. She is building careers with soul. She is giving artists the blueprint to make music that moves the culture and lasts in the conversation. And for artists trying to figure out how to cut through, her advice is gold: start with the truth, stay the course and never forget who you are talking to.