Grass Fed Entertainment, a thriving mom-and-pop music company, is the brainchild of husband and wife team Nael and Alyce. Founded in 2011, this dynamic duo has combined their unique skills and passions to create a company that stands out in the music industry. Nael’s love for pop culture and Alyce’s expertise in business development have transformed Grass Fed Entertainment into a multidimensional management company that continues to grow and innovate.
The journey hasn’t been without its challenges. From building stable income streams to consistently creating groundbreaking music, Nael and Alyce have faced numerous obstacles. However, their commitment to excellence and their relentless pursuit of the best in their artists and projects have kept them moving forward. Grass Fed’s philosophy centers around putting the art and the artist first, ensuring that every decision made benefits the creative vision and future of their talents.
Working as a couple adds a unique twist to their dynamic, blending business with a personal touch of adventure. Nael focuses on A&R and Creative aspects, while Alyce manages Operations and Strategies. Their ability to balance professional responsibilities with personal support and growth has made them a formidable team in the music industry. Keep reading and enjoy.
Tell us a bit about the history and the formation of the company. Where did the dream come from?
Growing up, Nael’s form of entertainment was television. He wasn’t the most academic kid, and he wasn’t really too super focused on sports, but for some reason pop culture was everything to him. Never did he know that late in his 20s, all of that time watching TV for endless hours and days would result in having the knowledge and guts to start a management company. Everything came from the love of culture. Grass Fed Entertainment officially began in 2011 and has continued to grow. Once Alyce joined, her years of business development catapulted the company into a more structured and front-facing management company that crosses multiple dimensions of management, genres, and new business that built the structure of the company that wasn’t there.
While things were materializing, what was the biggest obstacle?
On a logistical side, the biggest obstacle was building stable income for the company as a whole, ensuring this to continue building our team, but all management companies to this day are always faced with the obstacle of creating better music and stories. Grass Fed music defines ourselves around continuing to beat the best thing we’ve ever created. That will always be our number one obstacle.
Working as a couple, there’s bound to be a special dynamic. Who handles what in the company?
Working together definitely adds a fun twist to our dynamic—mixing business with a side of adventure. No day is the same, and being in the music business keeps things exciting! It’s like our own personal team-building exercise with a dash of romance!
Nael specializes in the A&R and Creative aspects of the business, channeling his expertise into discovering and nurturing talent, as well as crafting innovative projects. Meanwhile, Alyce manages the Operations and Strategies, orchestrating the behind-the-scenes processes and strategic planning that ensure everything runs smoothly and efficiently.
Sometimes we wear both hats, and that’s the best part of being a power couple. No matter what, one of us has to figure it out!
Does it also get challenging to see your spouse every day in the office as well as the home?
Definitely! It’s like living in a romantic comedy where the script never changes—we’ve had many people tell us to start our own reality series – though sometimes we might need to improvise! Although it can be challenging, it’s great because we get to enjoy each other’s company all day long and keep the workplace fun and lively. We try to respect each other’s responsibilities and push growth for one another. Nael has been a big part of Alyce’s growth – sort of like her personal dictionary. Nael is also obsessed with Alyce, 😉 so that keeps things saucy!
Probably the biggest thing here would be to ask what and where your company differs from others.
What defines Grass Fed is mainly our ability to listen to the artist. The art comes first. The artist comes first. The business comes last. Every decision we make is based on what is best for the future of the art and the artist.
How do you identify and nurture the unique potential in each of your artists?
Every artist we work with at Grass Fed comes from a place that resembles our childhood. Every artist is absolutely unique, but each one has a special place in our minds and hearts. If I can’t go to bed thinking about the client, they won’t work for Grass Fed. They have to be a part of our thoughts, present and future thoughts. We have to imagine ourselves working with them for a long time. Money is not the factor, but how the music and art make us feel is the defining factor. Each artist is different from the other, with different sounds, and different genres.
How did that process come up when working with Kami Kehoe?
Kami Kehoe was an incredibly organic process. Big thanks to Natalie Walsh, who leads A&R at Grass Fed, for discovering her on SoundCloud! Alyce fell in love with Kami’s vision and sound. Really honed in on what she needed to create a safe space to try different sounds and content. By facilitating introductions to new producers and writers, Alyce ensured that Kami’s creative journey unfolded naturally and authentically, allowing her story to develop organically and resonate deeply. The heart of being a truly great manager lies in wholeheartedly supporting your client’s needs and nurturing their growth. It’s about creating a space where they feel cherished and empowered to learn, explore, and blossom into their fullest potential.
We understand that Grass Fed walked with her from the very beginning, and now she’s signed to a label. How does that feel on a personal level?
Kami originally was signed to our independent label that later collapsed, and then we decided that we could not give up on her and continue to manage her through Grass Fed Entertainment. Through hard work and persistence, we really created a story that she resonated with online. The fans connected with her story and the labels followed. There isn’t much secret to artist development. It’s listening to an artist and trying things they’re scared of every day. Kami is one of the hardest workers, and I’ve proven to show what it takes to break and get your start.
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