Olivia Mancuso is a Chicago-based music industry consultant, on-camera personality, and content creator. She has driven significant revenue by partnering with brands, generating thousands in ticket sales for promoters like Rituals, and collaborating with industry leaders such as Insomniac and ARC Music Festival.

As the host of Elevated Frequencies, a podcast dedicated to helping artists turn their passion into profit, Olivia shares insider tips through interviews with top artists and executives. She also co-created the sold-out Chicago Music Nexus, an annual event that empowers artists and professionals in the electronic music space.

Olivia’s industry expertise, on-camera presence, and natural ability to connect with audiences and big industry players set her apart as a distinctive and influential voice in electronic music.

Olivia shares her journey from TV journalism to launching Chicago Music Nexus, offering candid insights on building sustainable music careers and empowering serious artists.

 

Hi Olivia! Thanks so much for taking the time to speak with us. How are you doing?

It's always a pleasure to connect with your team - you know I'm one of your biggest fans! I'm doing well, just knee-deep in mapping out a month's worth of content right now. I know you all know the struggle!

 

Launching a new music industry event isn’t easy, especially in a competitive city like Chicago. What was the goal behind Chicago Music Nexus, and why do you think it connected with people so quickly? Was there a specific need in the industry that you were trying to address?

It's really interesting - I've tried to do much smaller events before, and somehow those were 10 times harder than putting on something of this scale. I think it's because when your mission is this big, everything becomes clearer. The pressure to deliver forces you to focus on what really matters. My business partner Sherm and I are passionate about showing people what's possible when they take themselves seriously.

Look at the amazing industry events like ADE, IMS, and WMC - but nothing in Chicago, the home of freaking house music! We were just like, 'F-it, let's do it ourselves.' The goal was and still is to democratize access to opportunities in this industry. Anyone who's tried knows that networking at clubs and festivals can be awkward or impossible, and getting face time with people who can open doors isn't easy. We needed to create a space where meaningful connections could happen naturally, while providing real education through our panels.

The event connected so quickly because there's this massive hunger for it in our industry. Dance music is exploding right now. But I want to be clear – this isn't for the casual DJ. It's for people ready to take themselves seriously as artists and invest in their careers.

 

You focus a lot on helping artists turn their craft into something sustainable. In your experience, what’s the biggest reason artists struggle with this? Is it a lack of information, mindset, or something else?

Oh boy, pick your poison. I've coached all sorts of DJs - some that have plenty of money but a lack mindset, others that have the drive but don't know how to be resourceful. And I'm not shaming them by any means - we all start from different places in life, with different parents who instilled different truths in us.

These days, there's really no excuse for a lack of information. You can learn almost anything on the internet. It comes down to finding your deeper reason to keep putting in the work. When you're first starting out, trying to get gigs and social media recognition, it's brutal. You're not going to get much traction at first, and that's when most people justify giving up or getting lazy with their content because 'no one is paying attention anyway.'

But I'm speaking from experience here - I started with absolutely NO foot in the door in this industry to now working with incredible partners like Arc and Insomniac. The secret is that it all comes down to repetition. If you can put in the fucking reps, do the damn thing every single day, that's how you build something sustainable. The ones who understand and radically accept this go far. The ones who don't, struggle.

 

A lot of artists avoid thinking about branding, marketing, or business strategy because it feels complicated or unrelated to their creativity. How do you break these topics down in a way that makes sense to them?

Let's talk about business strategy first because this is where I'm the most passionate. I have a journalism degree and somehow figured out how to run a successful business - if I can figure it out, anyone can. I understand the fear and disregard for topics like taxes, building credit, and LLC registration. But here's what I tell my audience: if you can take care of these things FIRST, it gives you the freedom and flexibility to be creative.

Do you want to spend tax time freaking out because TurboTax is telling you you owe $2,000, or would you rather get ahead of the problem? Hire a good CPA who understands independent contractor work, maximize your write-offs, and learn defensive tax strategies that will actually help you invest in your DJ career? It's crucial to know these things early because if you do make it big, you'll have snakes and piranhas circling you trying to get a piece of your pie. We've heard it time and again - artists getting taken advantage of. Don't let that happen to you. I'm not a CPA or lawyer and can't give legal advice, but I can break down basic business concepts in a way that makes artists feel empowered to take control of their business, and point them to the right professionals based on their needs.

Now, marketing and branding? I'm literally shrugging my shoulders right now because it's a necessary evil and has been since the beginning of time. The only difference is we have more platforms to do it on now than ever before. You can see that as an opportunity or a burden - doesn't change the fact you need to do it. There are two main things I focus on with my audience:

First, a lot of artists feel like marketing themselves is cringy. I agree. That's why I teach them to make their audience the focus of their content. It becomes less 'me, me, me' and more about how your experience connects with theirs.

Second, it's about making it sustainable. We're not trying to create alter egos here (unless you genuinely have one). We're finding ways to express all the things you naturally enjoy in life and how they tie in with your music - whether that's skateboard culture, fashion, or nature. Marketing and branding become less of a chore when you approach it this way.

 

You’ve been involved in partnerships with companies like Insomniac and ARC Music Festival, but you also work with smaller, independent artists. Are there any branding or marketing strategies that work across the board, regardless of an artist’s level?

Those who succeed are the ones who are flexible enough to live in the moment but have clarity on their long-term vision. I have to shout out the Arc team here because they encapsulate this perfectly. Working with their marketing team has shown me how to capture culture and history and package it in a way that still feels fresh and exciting.

It's so easy to get caught up in going viral and wanting to follow trends, but I've personally seen the rise and fall of many artists who relied on that as their only strategy. What actually lasts is creating from a place of true expression - because you have to create, because it's innate to who you are. Look at someone like Doechii - not a house music artist, but she's a perfect example of this concept.

 

A lot of people feel awkward being on video or speaking publicly, but it’s an important skill in today’s industry. Was this something that came naturally to you, or did you have to develop it? What advice would you give to someone who struggles with putting themselves out there?

I was a TV journalist for 5 years, so this is probably the easiest part for me. Let me share a couple of media training tips I've used over the years for people in and out of the music industry:

First, pretend like you're talking to a friend. It's overwhelming to think about hundreds or thousands of people seeing your content. But (this is also marketing advice) you should always talk to the camera like you're talking to one person. That'll help you relax, and it'll also help your audience connect with you more.

Second, learn how to write good hooks. This is still something I struggle with today because the goalpost keeps moving. You gotta say weirder and weirder shit to get people's attention. Honestly, use AI to help with this.

Third, you don't want to sound like you're reading from a script, but you also don't want to ramble. My advice is to write a script so you have a solid format, then write bullets based on that script, and use those bullets as your guide when you record the content. When you try to read an exact script, you'll get tripped up trying to get it word for word - which you don't need to do.

Also - if talking on camera REALLY isn't your thing, don't force yourself. Try it, but don't force it. There are other ways to get your message across.

 

Thanks again for talking to our audience. Is there anything else you would like to add?

Just that I love everything 6AM stands for and I'm sending my love from Chicago!

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