Cassie Petrey, Co-Founder, and CEO of Crowd Surf joins Tejas Mehta and walks us through the content creation process for artists in the music industry. She mentions that different artists have different needs, and hence the role of Crowd Surf can vary from ideation all the way to editing and posting. Cassie wants to use social media content to forge a tighter artist-audience bond through release-week campaigns, exclusive content, and direct access. She stresses that social media content needs to be authentic, and artists shouldn’t shy away from showing their vulnerable side. Cassie believes that artists should post content that connects with the audience without worrying about the numbers. The numbers will follow as long as the content is for a purpose and from the heart.