We had the good fortune of connecting with Arnau Bosch and we’ve shared our conversation below.
Hi Arnau, we’d love to hear more about how you thought about starting your own business?
My thought process behind starting my own business is based on failure. I had to go and try to fail and see if I could succeed. I’ve been working on advertising and marketing for over 15 years. But my true passion has always been Music since I got my first guitar at the age of 7. Since then, I’ve been using Music to connect with people. And by doing so, my obsession with learning the creative process and how artists communicate with their audiences started. What type of platforms are there to connect artists with fans? What limitations are artists facing when it comes to the creative process? I couldn’t stop thinking about new ways of engagement between artists as well as fans. While I was working for Apple, I realized that even top artists with big brands’ support share similar struggles and limitations like myself. For all these years I’d been building an obsession that I couldn’t turn off. It was in my head every single day, every single night, and in all my conversations. I had been formulating some ideas and what kind of company could help the artists’ community and the industry. It was then when I decided to stop anything else I was doing and face it. I would rather go at it and fail than keep dreaming about it in the back of my head.
Let’s talk shop? Tell us more about your career, what can you share with our community?
I’m originally from Barcelona, and I’ve been working on advertising for over 15 years. My true passion though has always been Music since my parents bought me a Spanish Classic guitar when I was 7 years old. After playing with several Rock n’ Roll and Heavy Metal bands, I realized I would not be able to succeed with my music career. I started my advertising career in a small digital ad agency in Barcelona, but during my career, I had the opportunity to work for international companies and global brands around the world. I live in Amsterdam for 5 years, San Francisco for a couple of years, and now I’ve been in Los Angeles since 2014. Every place I lived I was using Music to connect with people. Recording music ideas on my phone, sharing them over messages to brainstorm, and meeting for jam sessions over the weekends. That spark the beginning of my obsession with learning the creative process in Music and how artists communicate with their audiences. In the last 4 years, I’ve been a creative director leading Apple’s global campaigns. From the launch of Apple Music to HomePod, AirPods, and other products with Music in its core. One of the challenges I was facing is how to promote Artists who don’t have any new material. I lived firsthand how the Music Industry has shifted into an always-on industry where daily engagement with fans is a must, and Artists going off-line working on new material for months is deadly. Is then, when I realized that my whole journey was an experience to learn from and apply in a platform to help the next generation of artists, as well as the future of the Music Industry. So I decided to leave the long and clear advertising path I’ve been going through and shift into a really blurred and uncertain journey that is driven by my emotions and passion. The truth is that I’ve always listened to my inner voice, and I tend to make decisions based on my gut feeling. Some of which have been easy and some have been crazy and illogical. It’s not so important to overcome challenges, as much as it is to find challenges to push you. Some you will be able to overcome, but some others will serve you as a lesson that will help you overcome future ones. And that has been and still is my mentality in this rocky journey of starting a company.
Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
I’m definitely not the type of guy who knows the cool places to hang out, but I think the beauty of L.A. is the contrast within the districts as well as how the landscape changes just by driving an hour away. So an example of a tourism day would probably start early in the morning trying to catch some waves at Sunset Beach (I’m learning how to surf). Then grab an acai bowl at Blueys Market (The original Bundi Harvest) where we use to go every week when I was living in Santa Monica. Los Angeles has some great museums, and the Hauser & Wirth is in a beautiful hangar in Downtown. Is one of the places we go to every time my family comes to visit, so I really recommend it. There’s a really nice restaurant inside so that would be our lunch spot. And then walk around the neighborhood to grab a coffee. Late afternoon, we would drive back to the west and try to get to the beach before Sunset. Playa Del Rey Beach is a beautiful (not crowded) beach that is great for walks. After this first day, I have some incredible friends that know a lot of great restaurants and bars to hang out, so I would give them a call and ask for suggestions 🙂 But as I said, If I could really take a week, I would definitely take some days away from the city: – Ojai Valley, Topanga, or Big Bear Lake, for some beautiful hikes and relax. – Malibu, Manhattan Beach, Long Beach, Huntington Beach, and other beach spots to contrast the more crowded life of the city.
The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
Huge shoutout to my wife and CoFounder who was the first one to support my idea and decided to jump on this crazy ride and has helped to take it to where we are right now. And secondly, another huge shoutout to Steve Turner. A dear friend and our first advisor. The first person to challenge us to dream big and is been helping us on every step we’ve taken. He is a former executive from Apple Music, and we work together during my time at TBWA/Media Arts Lab working for Apple.
Photos by Heather Koepp and Alicia Rius.