Tiffany Gaines is the founder and CEO of SS Global Entertainment, the first
female-founded company to contract with over 47 major labels and over 4,000
artists. Tiffany’s mission is to create a culture shift of collaboration among both
independent and mainstream artists, music executives, record labels, networks,
and brands to build mutually beneficial partnerships.
What is SS Global Entertainment all about?
SS Global Entertainment is an online music and media agency with over 30 years of combined servicing and experience established through my network of professionals. Throughout the years, I have partnered with individuals prominently known within their niches and industries with many of them each holding at least a decade of skill and experience. As a company, we offer musicians, managers and label owners the opportunity to distribute their music globally via a non-exclusive agreement which then unlocks membership discounts and access towards our media company; Hush Media Networks, where I sit as the Vice President. Each member has access to national radio airplay, iTunes and Billboard Music charting, media tours, interviews and more.
Tell us a little bit about your background and how you started your company?
I graduated from the University of California, Riverside with a bachelor’s degree in Political Science with an emphasis in Law & Society. While studying, I modeled for Baby Phat by Kimora Lee Simmons for a little over a year contracted through Barbizon Modeling. Although modeling didn’t end up being the professional career choice of mine, it did however open doors for me within the entertainment industry of which many of my professional contacts were gathered through networking events.
Eventually, I began seeing the value in securing models who worked with me to host local celebrity events and from there I founded my first company, Blasia’s Entertainment. The company soon became the reason behind me exclusively contracting thousands of entertainers from DJ’s, models, MC’s, and local performers which later turned into booking some of the most popularly known acts of the early 2000 era.
In 2013, I secured a contract with LRT Entertainment with the founder, Lisa Thomas who had a direct partnership with Ingrooves Music Group. From there SS Music Group was established which soon after gave reason to birth SS Global Entertainment. I currently sit as the CEO of LRT Entertainment which has since allowed me to open doors for so many well-deserved and talented musicians and label owners. To date, I am non – exclusively contracted with over 4,000 musicians, entrepreneurs, and 48 record labels and always welcoming more.
What would you say are the top 3 skills needed to be a successful entrepreneur, and why?
Experience. I started as an executive fairly young and had to find out the hard way that respect and integrity can only exist with a reputation that follows. Skill is one thing, but if a potential client can’t research you and your services, it’s much more difficult to secure.
Knowledge. It’s one thing to have experience in an industry that you represent however this means nothing if the entrepreneur isn’t constantly researching the shifts of technology and waves of the market as it tends to move in the current era of the digital age. Many veterans of the entertainment industry operate from an old model. When there are new and improved opportunities to test out such as through platforms, apps, or programs that can minimize the workload of an entrepreneur allowing them to lower the costs of servicing, this puts the veteran in a bad place. As an entrepreneur who wishes to remain competitive within their market, they must continue to study and learn. Knowledge is not only key, but it is imperative for the survival of their business.
Communication. Every entrepreneur needs to know how to effectively communicate with their clients or potentials. They must understand their strategy of pitch in order to sell or continue selling their product or service. Clarity, conciseness and confidence is key.
What are your plans for the future, how do you plan to grow this company?
We are always expanding. We just secured contracts with two syndicated radio mix shows for Steve Harvey and Ryan Seacrest for our radio station network. Last month we contracted with The Breakfast Club and Sheryl Underwood Radio. In addition to that, we just landed a national television show on the CW Network titled “Predicted Platinum Top 10 Countdown” that will allow even more national exposure for our network of clients. We are constantly on the search for more. As we grow, the company expands.
How do you separate yourself from your competitors?
We actually teach our clients how to earn as well as provide the knowledge behind continuing the growth and progression of their brands. Our competitors focus on service fees. We are the complete opposite. Our contracts are non-exclusive however for a lifetime. Therefore, if our clients aren’t generating profit towards their music or professional brand, neither are we. So this is why the education behind earning is crucial. Ergo the meaning behind the name of the company, “Shared Success”. As long as they’re earning, so are we.
What were the top three mistakes you made starting your business, and what did you learn from them?
Initially the membership fee to join the company was either free or fairly low. This was in hopes of gaining recognition of the company itself through promotion by them through their experiences. Unfortunately, this led me to deal with people who weren’t as focused or determined as I was in creating a brand that profited and had potential to grow. When someone invests a substantial amount large enough to create an accountable need to follow up on ensuring they gain the quality of service they paid for, it’s much easier to work with someone who has that will to work.
Cold reaching musicians and potential clients myself. I currently have a total of 88 talent scouts working for the company. Before I would send emails, direct messages on social media, etc which made me appear desperate. Eventually I came up with the idea of offering referral fees or incentives such as giveaways to those who could help me scout talent and soon developed a program that could offer credits to students studying music who were interested in a fast paced growing company through scouting.
Working with anyone who claimed to be a professional or business owner. I had to find out the hard way that just because someone holds the position of a “CEO” or executive, it means nothing until you have done extensive research on them prior to agreeing to working with them. I found myself having to clean up huge mistakes of individuals under-delivering services or not delivering at all, causing me to have to pay out of pocket to keep my integrity intact as a professional and company.
Ultimately, I learned that starting a business takes careful planning and consideration of all of the odds against you compared to those who have already overcome similar challenges before you. It requires patience and consistent effort and the willingness to keep pushing forward despite the many obstacles that can cause a delay in progress. Starting a business overall is just simply not for the weak.
What has been the most successful form of marketing for you?
I cut costs enormously by allowing my referral system to work as my major marketing source. 88 talent scouts sending out my website link and raving about my company with no money out of pocket is one of the best decisions I could’ve made. Of course I personally maintain my social media presence for both my personal and company profiles, I still owe most of my network growth to my roster of talent scouts. Without them, I would have to refer to the traditional advertising costs of a media company which I have seen reach thousands a month for many of my competitors.
What have been your biggest challenges and how did you overcome them?
I am only one person, so finding the balance between both my personal life and professional career can sometimes become difficult to prioritize, especially when it comes to my family. I want the best for my two children as I do my clients but the need to ensure they all receive my attention at my best is sometimes hard to maintain. I do make it work, but I definitely saw the need for a shift in responsibility and because of that I had to hire two assistants who I consider my heroes. They help manage many of my daily tasks so that I can perform more adequately and so far things have been running smoothly. Other than that, my company has been doing well in terms of growth and expansion.
What is the one thing you wish you knew before starting your business?
That being female and african american in a male dominating industry would have such an impact on my climb as an entrepreneur. It took me over 15 years to get to where I am today. While my company is growing and progressing, I still see the obvious challenges of having to compete with my male counterparts and partners for certain positions. I also look at my female peers who were coming up during the same time as me who aren’t african american yet have soared up the ladder much quicker than I have. Even with the evident challenges however, I have learned to take it all with a grain of salt, and still managed to continue pushing forward regardless of how long it takes to get to where I am comfortable enough to claim success.
What are the top 3 online tools and resources you’re currently using to grow your company?
Social Media, a chat bot program connected to my company website, which serves the purpose of gathering warm leads, sending them directly to my email. This then allows my talent scouts the opportunity to bring in more clients and lastly an SEO software program offered through a reputable PR company. The software helped me gain knowledge of the importance of using Google’s many resources that help increase the online presence of a company. For example; getting the company verified which opens up other avenues such as getting your company on google maps, the ability to upload videos for testimonials and photos which give great visuals of what the company represents as a whole
What are three books or courses would you recommend to entrepreneurs?
- The Art of War for Managers – Gerald A Michaelson
- Think and Grow Rich – Napoleon Hill
- Rich Dad, Poor Dad – Robert T. Kiyosaki
If you had the chance to start your career over again what would you do differently?
To be honest, I appreciate the challenges. If I changed anything, I wouldn’t be where I am today. Despite all of the unforeseen obstacles, I would do it all over again.
If you only had $1000 dollars to start a new business, knowing everything you know now, how would you spend it?
I would’ve taken the advancement of technology more seriously. From there, I could’ve invested in the resources that were made available to a growing company at that time and perhaps would’ve been further than my competitors if I had. Many of my mentors believed in an old model. Therefore I had to shy away from it in order to grow by taking on new challenges and investing in them to see a new side of potential. Back then I probably would’ve used it as an incentive to bring on new clients, when technology might’ve had a software available that could’ve taken away the manual labor, time and energy I had to put into everything with a click of a button.
What is your favorite quote?
“Shared Success is the Best Success”.
– Tiffany Gaines
What’s your best piece of advice for aspiring and new entrepreneurs?
Plan your moves carefully. Work smarter, not harder. Most important of all, never quit.
Who should we interview next and why?
Two people; My Vice President of A&R, Alonzo Robinson. He is the former senior director of ASCAP. He holds over 30 years of experience within his professional career and is definitely someone everyone should follow in terms of greatness.
Second person is my good friend who I consider a mentor, Charles Stettler. He’s popularly known as the producer and actor of Yo MTV Raps who also developed some of the most prominent legendary careers such as The Fat Boys, Ed Lover, Doctor Dre, Run of Run DMC, just to name a few. He’s a legend in his own right and would be perfect to highlight as a successful entrepreneur.
Random Bonus: With the game on the line and 5 seconds on the clock, who takes the last shot? Michael Jordan, Kobe Bryant, or Lebron James?
Kobe Bryant. His legacy must live on forever.
How can we get in touch with you?
All of my social media profiles have an email readily available in the about me sections or descriptions, however, my Instagram is easy to find under @Iamtiffanygaines.
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