Whereas many dwell occasion corporations had been shuttering in 2020, Conor Sheldon made the choice to double down and begin a brand new one. After effectively over a decade at WME—the place he held management roles in each home and worldwide music groups—he launched CS3 Company in June of 2020. What started as a small impartial operation has grown steadily right into a acknowledged title in artist illustration and reserving. At the moment, with a employees of seven—together with 4 brokers—and a roster of fifty purchasers and rising, CS3 continues to broaden its attain and influence.
Over its first 5 years, CS3 has constructed a repute for its individualized method to touring and profession growth. The company now represents a various international roster—from chart-topping hitmakers to celebrity-crossover expertise, and from DJ Magazine ranked worldwide artists (together with many from Europe and Brazil) to artists with a digital-native origin who are actually experiencing exponential progress within the mainstream. Throughout all classes, CS3 stays centered on considerate planning and long-term profession progress.
To mark the company’s fifth anniversary, EDMTunes caught up with Conor about CS3’s trajectory, the challenges of constructing from the bottom up, and the angle he’s gained alongside the best way.
CS3 Company was based within the coronary heart of the pandemic—what gave you the conviction to start out a dwell occasions company at a time when phases had been darkish, and what classes from that interval nonetheless form your method as we speak?
None of us will overlook these months. Reveals canceled, Zooms all day, then excursions coming down, then the NBA season—it snowballed. Ultimately, I used to be a part of the downsizing too. After 24 hours of quiet contemplation, I knew what I needed to do. The dwell occasions business was all I’d identified professionally —13 years, two division management roles, and 35 lively purchasers of which had been at one of many largest retailers within the enterprise. So when push got here to shove, I began CS3. I’ve by no means seemed again. I’ve discovered lots since, however two important reflections:
A. I used to be a lesser agent on the massive store. Don’t get me incorrect, I wouldn’t have made it this far with out the unbelievable coaching I obtained there… and the infrastructure is spectacular… however that may additionally plateau your progress. Stepping past the “metropolis partitions” compelled me to degree up. That strain led to actual private {and professional} evolution.
B. I nonetheless have nice respect for the workforce I got here from. A few of these relationships stay my closest within the enterprise. They had been my brothers in arms. This can be a relationship enterprise at its core, and I carry that ethos ahead on daily basis. Minimize to now, having the ability to focus fully on the company’s purchasers—not another person’s—makes me infinitely more practical, and the workforce i encompass myself with is extra very important than ever.
In simply 5 years, CS3 has constructed a repute for representing boundary-pushing expertise throughout genres and geographies—what’s the key to figuring out and nurturing expertise that not solely developments however lasts?
Digital natives can break into the mainstream. Overseas-born expertise can thrive right here. U.S. acts can catch fireplace abroad. Generally a robust social footprint kicks the door open. And sure—superb music alone is sufficient to begin the story… however endurance? That’s an entire completely different recreation. No matter earns you that first look—virality, fandom, nationality, or leverage—has to evolve, or it turns right into a ceiling. We used to fret about one-hit wonders. Now the actual problem is one-cycle careers. For established acts, it’s about reinventing whereas staying true to the followers who constructed the muse. We’re lively teammates in that course of. For brand new expertise, the aim is constructing artists who don’t simply survive that first cycle—they thrive and are available again stronger. Touring performs an enormous function in that—particularly when it aligns with a cohesive model, music plan, and a workforce to ship on the imaginative and prescient.
With CS3 representing top-tier expertise from EDM icons to superstar crossover acts to the rising ‘YeeDC’ country-dance motion, how do you see style mixing and digital affect reshaping the dwell music expertise?
I’m happy with our numerous roster—Every artist brings their very own distinctive mixture of musicality, model energy, talent, character, group and cultural cachet. We like to over-intellectualize all of it, however on the finish of the day, folks exit to have a very good time and a fantastic expertise. They wish to join with their favourite artists & one another. The artist, the occasion model, and the group round all of it every issue into the equation.
So now, when issues are extra siloed than ever earlier than, cross-pollinating between genres is a pure evolution of issues when the aim is broadening your base & specializing in reinvention. We encourage purchasers to all the time be connecting, collaborating, and throwing new and distinctive concepts towards the wall to see what authentically sticks. The online end result typically has an elevating impact for all concerned. Among the ensuing merchandise have been our proudest outcomes.
How do you domesticate and preserve sturdy relationships with occasion organizers, promoters, and venues? What do you consider are the important thing components of a profitable partnership?
A few of my longest-standing relationships began with nothing greater than an e mail or WhatsApp trade—years earlier than we ever met head to head. And while you lastly do meet somebody whose voice you’ve identified for practically a decade? That’s its personal sort of bond.
On this enterprise, you develop into relationships whilst you’re nonetheless working your manner up. When doable now, I do go to venues and meet our key/quantity companions face-to-face. However no matter how or while you meet, honesty is the muse of any relationship with endurance. Mutual curiosity will get the partnership began. Continued worth retains it going. And in case you deliver honesty, equity, responsiveness, and good religion to the desk—you’ll find yourself in a greater spot than most.
Are there any rising genres or subcultures inside digital music or associated scenes that you’re notably enthusiastic about or actively scouting expertise in?
Disco’s having a renaissance. Latin music and Afro Home proceed to surge. The exhausting dance umbrella is increasing. Drum & bass is rising quick. However the reality is: simply while you assume you’ve recognized the most recent pattern, somebody comes alongside and blows it sideways. That’s what makes this enjoyable. We forged a large web. We don’t chase clones. We search for standout voices, visions, tales, and sounds – nice music & manufacturers with groups able to construct round them.
How do you uncover and vet the artists you signify? What qualities do you search for past simply musical expertise?
We’re a workforce with completely different tastes, and we huddle weekly to share what’s thrilling every of us. Ardour is non-negotiable. You possibly can’t pretend it, and when it’s actual, it’s contagious. Sure, we have a look at knowledge—streams, socials, metrics. However conviction within the artistry is what helps us know we’re making a sensible wager. We’re storytellers, advocates, relationship builders. We pitch deserving artists on daily basis, however when it’s go time, we want a totally loaded gun. Meaning nice music, ambition, a narrative, a trendline, and a willingness to paddle exhausting alongside us. That’s the artist we wish to go to conflict with.
What retains you personally passionate and pushed in regards to the artist reserving business on this ever-changing panorama?
I’ve by no means seemed on the clock and wished the day would finish. I’m a fan of the music & performers that I signify, and I thrive on the human connection round it. Touring to new locations, creating experiences, fixing issues with folks I like and belief—it’s a privilege. Certain, on daily basis brings a brand new problem. However in case you method them with good religion, humility, and a fantastic workforce, you’ll discover pleasure in fixing the puzzles.
What are a few of the largest classes you’ve discovered about management since beginning CS3?
Management begins with instance. I work exhausting, I care deeply, and I attempt to meet the usual I anticipate from others. 5 years in, I’ve constructed a workforce I’d take into any cage match. They’re excellent folks, proficient operators, and accelerating quickly into their ever-increasing roles. I’m very happy with them.
Key Classes:
- Operating a enterprise means you don’t have a 9–5. It’s your complete life. You put on that as a badge of honor.
- When artists name it their “mission,” they’re being modest. It’s their livelihood. It’s essential to deal with it with that very same degree of care and respect or another person will.
- There’s nobody proper technique to construct one thing, however there are many incorrect ones. I like massive whiteboards and massive concepts. And if one method doesn’t work, don’t be too proud to re-tinker and check out once more.
- Nicely-intentioned, deliberate motion over time wins. Let the remainder of the world be centered on speedy dopamine hits and on the spot outcomes. These will also be enjoyable, however Rome isn’t typically constructed in a single day; a basis is essential.
What recommendation would you give to aspiring entrepreneurs who’re passionate in regards to the music business and contemplating beginning their very own ventures?
Startups can come from inspiration—or frustration. A brand new concept. An absence of respect. A necessity for freedom. In my case, it was a pandemic that paused dwell occasions fully. I had the chance, the relationships, the purchasers, the expertise and the willpower… So I dove in. 5 years later, we’re at 50 lively purchasers, 7 employees, and 20–30 exhibits each single weekend.
My recommendation:
- Solely soar in case you have overwhelming willpower.
- Do what you like—however don’t mistake ardour for ease. You’ll nonetheless work your ass off.
- Care greater than the following particular person. Reply quicker. Present up. Construct one thing you’d be proud to purchase into.
And both manner – whether or not you construct your individual factor or play a key function in another person’s—you’re fortunate in case you love your lane. I do know I do.
Wanting forward, what’s your boldest imaginative and prescient for CS3 and the function you hope the company performs within the evolving international leisure panorama?
First, I ought to say that this enterprise – and our subsequent plans – can’t ever be about us. We’re very lucky to be entrusted with preventing the nice struggle for thus many proficient and distinctive artists. None of that is doable with out their belief. We work very exhausting of their title to deserve that seat on the desk in service of their illustration & our subsequent steps are knowledgeable by a drive to always do this higher.
As for what’s forward, I’d begin by saying that we are going to not be a boutique endlessly. As we flip the nook on 5 years, we achieve this at a second of nice acceleration for our workforce and purchasers. It’s by no means been a extra thrilling time. We now have some thrilling bulletins within the coming months; I can’t talk about these simply but, however as we develop, CS3 commits to doing so with out dropping its soul. Meaning increasing internationally, investing in next-generation expertise, and staying forward of how tradition and know-how form the dwell occasion enterprise, with out dropping deal with core values. We’re well-positioned for subsequent steps in these instructions.
And as we develop, I decide to be an evolving company of our structure and profile that may develop globally with out dropping its soul. Meaning increasing internationally, investing in next-generation expertise, and staying forward of how tradition and know-how form the dwell occasion enterprise. We’re effectively positioned for subsequent steps in these instructions.
Lastly – and to that finish – I ought to add that we goal to be identified not only for who we signify—however how. We punch above our weight. We work with like-minded, well-intentioned folks. With integrity. With creativity. With tenacity. And with care. That’s the legacy we’re constructing. I’m grateful for the roster, the teammates, and the aim that wakes me up on daily basis & all of those that have supported us alongside the best way. I’m grateful for the roster, the teammates, and the aim that wakes me up on daily basis & all of those that have supported us alongside the best way.
To study extra about CS3 whether or not you’re an artist, dance music fanatic, or a music business skilled, go to their official web site here.
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