From next-to-a closet company to powerhouse in the music industry. From the idea and first publicity campaigns to the team of national publicists, representing wide range of artists and musicians. Biz 3 worked with Daft Punk, Skrillex, Justin Bieber, Guns’n’Roses, J.Cole and many others. How did Kathryn Frazier succeed to come such a long way just in 20 years? This is another story about the importance of chasing dreams, courage and dedication. Let’s consider it as a master class on how to take control over your life and start your own favorite business.

Kathryn Frazier is the one one who rules music industry. She owns a public relations agency Biz 3. They are the leaders amongst the top pr companies in art and music community. At the moment Biz 3 is working not only on music projects, but also offers management and consulting services. Biz 3 has taken over pr campaigns of press for restaurants, chef’s, film and dvd projects, books, websites and new media ventures, festivals, parties and marketing events. Recently they started collaborating with Google and “won” a new sports client – Chicago Bull Jimmy Butler.

Biz 3. Kathryn Frazier

“I felt like I was nonprofit for years”

If only one could imagine, that one day the idea of Michigan State University graduate will turn into such a significant project.
At first Kathryn Frazier saw herself as a therapist. However, she got involved into music and “super, hardcore indie rock nerd”, as she describes herself, moved to Chicago. There she started working for Joe Shanahan, the owner of Metro concert hall and music promoter. At that time Shanahan worked with many cool bands like The Smashing Pumpkins and was really into all that Chicago’s music scene. Sounds like a dream job, isn’t it? But not for Kathryn.

Working with indie bands on the side, she realized, that she can handle such business on her own. Joe Shanahan’s proposal to pay her $30,000 a year and split his company strengthened her decision to create new public relations agency. “The day before that was about to happen I backed out on him and said, I’m so sorry but I don’t want to do major label bands. I don’t want to work really hard and give half my money to someone else. I’m going to do this by myself”, – Frazier says. So, as you may have already guessed, this was how her brainchild – Biz 3 appeared.

Biz 3. Kathryn Frazier

To earn money for her business, Kathryn Frazier worked as waitress in high-end restaurant. $500 daily income made the rent of the office (actually, it was a closet in the indie rock venue The Empty Bottle) possible. “I felt like I was a nonprofit for years”, – Frazier confessed during the one of her interviews. “I have this really great roster that’s of value and I’m of value and I shouldn’t have to waitress for eight years while I have this company. That was my biggest misstep: under-valuing what I should be asking for”.

 

What makes Biz 3 special

To earn money for her business, Kathryn Frazier worked as waitress in high-end restaurant. $500 daily income made the rent of the office (actually, it was a closet in the indie rock venue The Empty Bottle) possible. “I felt like I was a nonprofit for years,” – Frazier confessed during the one of her interviews. “I have this really great roster that’s of value and I’m of value and I shouldn’t have to waitress for eight years while I have this company. That was my biggest misstep: under-valuing what I should be asking for”.

She founded Biz 3 in 1996. This has not been without some difficulties like fires competition with other pr agencies. Frontier, Company flow, Aesop Rock and Will Oldham became her first clients. Some years later, when all that technology hype began, Biz 3 faced the problem of branding. CD sales decreased and the company had to rapidly adapt to growing presence of digital.

It’s not easy to become the client of selective Biz 3. They turn down a lot of projects and choose only exceptional ones. However those, who’s got chosen, the company treats with “an equally enthusiastic amount of creative vigor, integrity and determination”. Once they started working on a project, they work on its promotion for indefinite period, not only when the paid campaign is on. This is what makes Biz 3 different from others agencies in their field. They collaborate not only with popular artists, but also with the beginners. Biz 3 believe in dreams and make them come true with great pleasure, turning newcomers into critical darlings.

Biz 3. Kathryn Frazier

Biz 3. Kathryn Frazier

“Surrender is my mantra”

Dream job is not always a cool workplace and high salary. Wise boss is definitely the point that matters. Biz 3 is the place that combines three in one. Kathryn is a life coach and inspirer to her staff. “She creates a safe space where people can evolve and be who they want to be”, – says Dana Meyerson, one of the Biz 3 employees. “But also if she doesn’t like that you smoke cigarettes she’s going to let you know that. Or if she thinks, why don’t you try you know eating healthy? She’ll make you a kale salad. She’s very maternal and she’s very into helping people grow”. Frazier brings everything, that inspires her, to her artists in order to make their working process productive and happy.

Biz 3. Kathryn Frazier

Kathryn says, that she finds her success in surrender. According to her, surrender is not about weakness or giving in. Surrender means to let your destiny do its own thing, leading you through unexpected paths and situations. “Surrender means going where you can be taken”, – Frazier explains. It’s important to listen to your heart and don’t be afraid of doing something you have a passion for.

Biz 3 actively use their connections and experience in new spheres. These days they are growing dominance in sports, art direction, film and tech. Kathryn thinks, that one should not stay too much in one’s lane. Frazier’z aspire for building sustainable company for her employees results in Biz 3 development in various spheres of the entertainment industry. “Biz 3 isn’t me—Biz 3 is absolutely the human beings that have been in and out of there over the last 20 years and who are super passionate about it,” Frazier says. “It’s not like they’re making crazy money because there’s been a cap on what you can make doing music publicity, which is why I’ve been aggressively diversifying Biz 3 these last years, to bring in a lot more income so that I can get people into a different place”.

Biz 3. Kathryn Frazier

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