Sydney Oberholtzer

Sydney Oberholtzer

The Set Up Podcast

Sydney is a Marketer with a strong focus on growth and consumer experience, and an interest in tech, culture and entertainment. Before hosting The Set Up, Sydney worked for Rolling Stone Magazine as the Brand Partnerships Manager, leading the integrated marketing programs between the magazine and Fortune 500 advertisers. 

As the Creator, Host & Producer of The Set Up Podcast, Sydney also helps artists and musicians with their online presence, and release strategy. The Set Up Podcast is a weekly conversation with music industry experts who have disrupted the music industry.

Where are you based?

Denver, Colorado.

Where do you work? What do you do?

Marketing Consultant for numerous brands and agencies, and Creator, Host & Producer of The Set Up music podcast

What are you listening to?

Skrillex. He just announced a 5-hour set at Red Rocks, so getting pumped for that.

How do you discover new music?

I discover music in a couple of different ways. 

  1. Streaming services (I mainly use Amazon Music now). I listen to my favorite artists and then follow the algorithm to discover new music.
  2. Festivals. I like to attend them early and check out sets throughout the day until the headliner. 
  3. Groover. It is a platform to provide artists with feedback and I discover new artists this way as a fan and to interview on my podcast.
  4. Social Media. I get served a lot of music ads and I have been discovering new artists these days. I think these ads are pretty spot on.

What formats do you usually listen to? LP, CD, Cassette, Digital, Streaming Services? Why?

I typically listen on vinyl (quickly collecting albums) and streaming services.

“My biggest frustration with streaming is that they do not pay artists enough. It is essential to a career these days but it definitely takes advantage of artists.”

Where do you do most of your music listening?

At home/work, I work remotely so I am always listening to music. Whenever I need to get things done, I plug in and zone into the work. I also love listening to music while getting ready in the bathroom over the speaker.

How do you find and listen to pre-release music?

I use Groover, a music feedback platform, and I usually receive a lot of emails regarding pre-releases so I usually listen to the music that is sent to me.

What are your frustrations with listening to music digitally? Any benefits?

My biggest frustration with streaming is that they do not pay artists enough. It is essential to a career these days but it definitely takes advantage of artists. Also, as a consumer, I think ads and the costs of streaming services are annoying.

How do you keep track of everything you are listening to?

I follow, save and like the tracks and artists. Whenever I Shazam, it will be automatically saved to my Spotify.

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Do you tip other people off to new music? How?

Yes, whenever I discover new music I like, I’ll send links to their album or track via message on social media or text. It’s usually to a select few people that share similar tastes in music.

Anything you want to “promote”?

I’d like to promote my music podcast – The Set Up. I have been interviewing artists who create great quality music and have a story to share.

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