2 Minutes With ... Scott Rosman, Media and Entertainment Exec at Roz Records

On Hot Ones, Dr Pepper and UPS

Scott Rosman is an entertainment and media executive who has over 20 years of music industry and brand partnership experience. He launched independent Roz Records in 2022. The firm represents breakout music and cultural companies, advising them on how to activate with brands.

Prior to that, Scott spent nine years at Complex, where he oversaw partnerships across digital, video, branded content, social, experiential, Web3/Metaverse, product development and licensing. He also led brand partnerships for Hot Ones, an Emmy-nominated talk show, under Complex's We Feast initiative. 

He joined music and publisher representation firm IndieClick in 2008. Before that, Scott held posts at William Morris, Pat Maganarella Management, American Recordings, The Firm and 930 Club.

We spent two minutes with Scott to learn more about his background, creative inspirations and some recent work he's admired.

Scott, tell us...

Where you grew up, and where you live now.

I was born in Alexandria, Va., and moved to L.A. to work my way up in the music business after college. After falling into media in 2008, I moved to Brooklyn in 2015 and then returned to LA in 2020.

Your earliest musical memory.

The mix tape a cousin from Long Island gave me when I was four or five with Iron Maiden, Motley Crue, AC/DC, and Poison. My mom was mortified that I knew all the words to "Talk Dirty to Me" by Poison. I wore that tape out.  

Your favorite bands/musicians today.

All my years at Complex had me loving Kendrick, Drake, J Cole/Dreamville, A$AP Rocky, Pusha T, Tyler, etc. The "I Know Nigo" album was pure candy. It also kept me on my toes when you have to speak to who's next in a meeting like Ice Spice, Glorilla, and Yeat. I've also been playing in a neighborhood dad-band that plays songs from so many different eras, but it's got me back farming the catalogs of LCD Soundsystem, Bloc Party, The Kooks. The Meet Me in the Bathroom set.   

One of your favorite projects you've ever worked on, and why.

The Dr Pepper One of a Kind Studio with Complex. We basically made them a record label for the Summer of 2014 making tracks, branded content, video content, hosting events at the studio, and an emerging artist platform all with amazing talent. Those were some of the first Tinashe tracks released after her debut single, and the chemistry in the studio was magic. At the time it felt like the culmination of all of my music industry experience and media industry experience coming together in a program that took home a Digiday Award that year for best branded content.

A recent project you're proud of, and why.

UPS at ComplexCon 2021 was a phenomenal partnership where the brand, the vendors, the attendees, and ComplexCon all won. We worked with UPS to set up shipping stations with discounted rates throughout the festival so people could send their purchases straight home rather than carry them around all day, getting attendees right back into the fun. We also partnered UPS with the collective Kids of Immigrants who brought 13 small businesses who'd normally not be able to be at ComplexCon. UPS gave each business a grant, we gave away a custom limited edition Kids of Immigrants Merch with purchase from one of the 13 businesses, and added to the vibes with a custom mural by Mr. B Baby on a UPS Truck. 

One thing about how the music world is evolving that you're excited about.

It's not NFTs or distribution and listening habits (and this might be age and perspective), but I just love how you can really feel a new generation's sound. Whether it's Billie Eilish, Ice Spice or King Isis, I just hear something now and think "Gen Z's gonna love that." It's an evolution in the sounds and history available to them, a whole new level of lyrical vulnerability and even the use of emotion. Music is the most important thing in your life from about the ages of 16-26 ... it's their time now.  

Someone else's work, in music or beyond, that you admired lately.

I really love what Beyond the Streets just did with the Beastie Boys. In an era where there are so many immersive experiences dependent on A/V and technology, it was delightfully tangible and lo-fi. Each artifact had a story and people really loved it.  

I also love companies effectively crossing music and culture into other passion points like what XSET is doing with artists in gaming/Esports, and what The Crew League is doing with artists and basketball. 

A book, movie, TV show or podcast you recently found inspiring.

Reverberation: Do Everything Better with Music by Keith Blanchard and Peter Gabriel changed the way I listen to and think about music. It's all about music's impact on the brain. So many real world applications and it explains why playing music, even songs you don't particularly love, can be intimate and euphoric.

Next in my queue though is my friend Joe Bellioti and his writing partner Rebecca Jolly's How Music Grows Brands.  I'm positive it slaps. 

An artist you admire outside the world of music

Cord Jefferson who is the Emmy Award-Winning Television Writer of Watchmen. My favorite work of his was a silly bit he and Chris Hayes did talking about white rioters at a surf festival when he was writing for Gawker, but he's about to make his directorial debut with a major studio and its going to turn heads.  

Your favorite fictional character.

Since 2020 it's been Olaf, specifically in Frozen 2. A lot of wisdom there. 

Someone worth following in social media.

Rap TV and Our Generation Music both feel like the next generation of youth culture media companies. RapTV has over 20M followers across their Instagram and TikTok engaging with their original content at crazy levels. Our Generation is taking artists from obscurity to the mainstream. Putting aside the impressive scale for both entities, check out who already follows THEM. Some of the biggest names in Pop Culture! It's all REAL!

Your main strength as a marketer/creative.

Connecting the dots and finding alignment when there doesn't appear to be any. I partnered TUMS Antacid with the spicy wing interview show Hot Ones for a full season integrated sponsorship. I sat there and thought "what would be the most clever partner for this show." I've never seen more positive Youtube comments in my life for a sponsor ... like ... I sent other brands to check out the Youtube Comments ... THE YOUTUBE COMMENTS.  

Your biggest weakness.

Knowing when to give up on an idea I love. (RIP to my Houston Cooking Show Trill Grill: The Grillogie with the Trill OGs.)

Something people would find surprising about you.

I was a springboard diver growing up and then all through college, somehow making me an NCAA Division I Athlete. I promise the speedo no longer fits

One thing that always makes you happy.

Playing music (in a group or solo), and walking my daughters to school. Both are these sacred ways to get out of your head for a second.  

One thing that always makes you sad.

I'm not the biggest Anne Hathaway fan, but her version of "I Dreamed a Dream" from Les Misérables reduces me every time. 

What you'd be doing if you weren't in the music business.

Probably restaurants and nightlife. I need to be around people. 

2 Minutes With is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, please get in touch.

Jessica MacAulay
Jessica MacAulay is a contributor for Muse by Clio. She's also a recent graduate of the University of Colorado Boulder's College of Media, Communication, and Information.

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