Interview With Simo Haier, CEO of Visual Media Company Larimar Media
November 9, 2018 | Interviews
Larimar Media is an Atlanta-based media company founded in 2017.
Uptown Plug had the opportunity to speak with Larimar Media CEO, Simo Haier, about how visual elements form an artist’s brand, the company’s collaboration process, the independent music scene in Atlanta, and plenty more!
1) Tell us about why you decided to launch Larimar Media in 2017?
Well, back in 2016 I started writing for Atlanta-based indie label, Audible Hustle Entertainment.
Over time, as I learned more about label operations and the local Indie Hip-Hop Scene, I started taking on more responsibilities in marketing, event planning, etc.
So, in February of 2017, Audible Hustle founder, Horus Gump, asked me if I’d like to film his upcoming tour.
I had some basic knowledge of photography and videography prior, but I studied like a mad man to get my skills up to par.
As I began noticing how important media and marketing is for artists, especially Indies, I continued honing in on my skills and never looked back.
2) Your company has a strong focus on visual media, covering photography, videography, and graphic design. How do these visual elements play a part in forming an artist’s brand?
As we all know, the music industry has changed drastically in just the past few years.
While advances in technology have made it easier for artists of all kinds to get their foot in the door, there has become an overwhelming influx of musical content.
That being said, artists today have to find a multitude of ways to grab and hold consumers’ attention. Quality visuals combined with consistent branding is a great way to do that.
3) What would be some great examples of how an artist has used photos, videos and design to build a strong brand and push their music further?
As far as independent artists go, we’ve actually been frequently collaborating with Horus Gump for his recently released album, FK.NGA.SZN.
He had us design the album cover, do some promotional shoots, sponsor events, and more. We’re even on tour with him right now until late October.
Some of my favorite examples of “mainstream” artists I believe to have recently used their visuals to effectively market their brands include 6lack, YG, Jay Rock, Doja Cat, and Anderson .Paak.
4) Can you describe your collaboration process with an artist? How do you work with them to make sure you both end up with the best results?
As much as this may be a cliché, communication is key!
That’s the one thing that will ensure that any collaboration we involve ourselves in is a success.
Whether it’s a difference of artistic opinion or issues with logistics, an overall understanding of expectations by all parties is essential for reaching a desired result.
With that being said, we also don’t work with anyone that we we feel would infringe upon our ability to deliver quality work.
If we feel as though an artist or brand’s message, culture, or moral code doesn’t mesh with ours, we’ll politely decline their request to collaborate. Otherwise, we’d be doing both parties a huge disservice.
5) What are your thoughts on the music industry at the moment, particularly the independent scene?
I have tons of thoughts about the independent music scene, but I’d say my most prominent are my thoughts on how diverse it is －especially in Atlanta where the narrative is that everyone sounds the same.
Nothing could be further from the truth. Atlanta has an assortment of sounds, cultures, and characters which you can see, hear, and experience from any corner of the city.
The problem is that not enough different voices are being heard on a large scale, and that’s the problem we’re essentially aiming to solve.
6) What are your next steps for Larimar Media?
Right now, we’re in the process of moving deeper into the content creation space. Obviously we create content now, but we do a lot of work for/with artists and other brands.
We haven’t sorted out any specifics, but be on the lookout for more in-house projects that are fully created and executed by Larimar Media.
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