Kristen Fraser | Founder

We had the good fortune of connecting with Kristen Fraser and we’ve shared our conversation below.

Hi Kristen, how do you think about risk?
Risk has played a major role in my life and career, I know I wouldn’t be where I am without it. The most crucial roles I have worked in and contributed to came as the result of risk. The opportunity for my first role in the music industry came to me while I was still a junior in college in Florida- the role was in NYC. I took the risk of leaving everything I knew to move to the city and leave school for a role I didn’t want to miss the chance on taking- that changed the course of my life. That role led to everything after. I took a risk in leaving NYC & the music industry for some time to move to Portland for a role with Nike and took an ever bigger risk in accepting that my heart was in music and leaving an incredible corporation like Nike to go back to NYC and start at Def Jam. I took a risk in leaving the city that I feel like raised me, NYC, again to come to LA to explore my opportunity with Beats by Dre and I took my biggest risk to leave working for companies, all in which I loved, to bet on myself and my agency PVTL. Risk is necessary for reward. You learn about yourself and your resilience in a way that staying in your comfort zone could never teach you. With Big Risks come Big Rewards and I always encourage people to bet on themselves, which in itself is the biggest risk of individuality and passion. Every decision you make as an entrepreneur is a risk- you are truly making decisions in real time and just trying to do your best to see another day- I live in risk, and I wouldn’t have it any other way.

What should our readers know about your business?
My business PVTL is a music marketing agency. We specialize in a few areas- Artist and Brand Partnerships, Artist Marketing Strategy and Event Programming. I’ve worked in music for about 14 years and I feel like PVTL is a culmination of all of my roles before this. I’ve alway been in spaces where we worked to align artists with brands and opportunities for more visibility and thats exactly what we do. I am really proud to know that in the 2 years that this has been my main focus we have worked with so many artists and brands that we are truly fans of – from Snoh Allegra to DJ Khaled and from Motown Records to Netflix, we’ve truly worked on a lot of projects that we are passionate about. Everyday as an entrepreneur is about overcoming challenges from over thinking decisions to working with the right people and projects. The decision to jump from the comfort of working for big corporations wasn’t easy- but so happy I did this. We get to work with a variety of friends and brands and no day feels the same. I’ve learned to trust my gut and to roll with the punches and changes. Trusting my gut got me here and since no day is the same and no business is guaranteed, you have to pivot in real time quite often. It’s made me more agile across the board in my life. I want the world to know that music and the stories in it are what my team and I are truly about. We’re about genuine connection and story telling, lasting partnerships and new opportunities. We are truthfully excited about our work- which makes everything feel really special.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
I am a sunshine and beach girl so I would take them straight to the beach. You cant beat the weather in LA and a nice drive along the PCH for the view would be perfect. We’d stop and get seafood and a cocktail for sure. I love food and I also love exploring downtown- the Grand Central Market would be a great spot to take anyone for variety, if its a weekend the Smorgasbord would be terrific and I’d straight to the ShrimpDaddy station – its delicious! At night, anywhere for a cocktail with a view of this gorgeous city would be my choice. For a fun night out of dancing-anywhere DJ Sean G is spinning, especially his monthly reggae party Shabbaaaaa which happens at Los Globos in Echo Park.

Who else deserves some credit and recognition?
Dedicating my shoutout to the very many people who keep me sane, in check, and fuel my passions. So many to name but my family, friends, mentors and colleagues from Florida, to NYC, to LA and beyond. It takes a village and I think mine is just the best.