MOVERS and SHAKERS: Lori Lambert, Music Industry Executive CEO of L3 Entertainment, Psychedelic Fur and PetsVote.com Our Coverage Sponsored by Maine Woolens
Lori Lambert and Louie
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Lori Lambert is an accomplished executive in the Music Industry.
Lori grew up on the Upper West Side in Manhattan with parents that were deeply involved in theatre. She graduated with a Bachelor of Fine Arts degree from Boston University, and returned to New York to pursue a career in graphic design. Despite designing several album covers, she wasn't happy doing this and wanted to be more immersed in the music industry. She took a job as a secretary (faked a typing test and a dictation test ) to begin her career at Sony Music which lasted over 20 years.
She began designing album covers after college, went on to be a secretary at CBS Records and worked her way up the ranks as the company became Sony Music. She worked as Director of Music Marketing at Columbia House, as a Product Manager in Los Angeles for 3 years and back to NY to take on the role of Michael Jackson's product manager on his History album. Her most recent roles involved working with brands that wanted to use music in their marketing. She created a department called Strategic Marketing for Epic Records in 1997,
In 2004 she left Sony to do the same at Universal Music as SVP Strategic Alliances, where she remained until 2011. She now leads her own agency, L3 Entertainment (Lori Lu Lambert-L3) that caters to artists. record labels and brands to guide them in developing brand partnerships and advertising agency alliances for music used in commercials. Artists she's personally worked with include Michael Jackson, Sade, Florence and the Machine, Lil' Wayne, Akon, Prince, Amy Winehouse, Enrique Iglesias, Nicki Minaj and many more.
In late 2004 while on a brief hiatus from the music business, she began to contemplate the combination of her three favorite things: music, dogs and fashion. She started creating fun teeshirts for Louie in her kitchen and started selling them around the neighborhood. The result was her company, Psychedelic Fur (Make Your Pet Rock!) which she now helms with her West Coast partner, Teri Schulman Hertz. Built around "Pup Culture" they began with Rock n Roll tees for Bone Jovi, Muttalica, Notorious D.O.G., Rage Against the Maltese, and many more.
In 2008, a spinoff www.PetsVote.com was created to "pit" Bark Obama against McCanine. These products were featured on the Martha Stewart Show, Us Magazine, People Magazine, Redbook and more. Petsvote now draws thousands with its running tally votes through Election Day 2012 with gear for Bark Obama and Mutt Romney, previously featured and highly recommended on Whom You Know:
Ms. Lambert now resides in New York City on the Upper West Side with her husband Steven and her four legged son, Louie. Louie is an 8 year old Havanese, who she prefers to think of as a "Humanese".
Partial proceeds from all PSYCHEDELICFUR.COM sales are donated to a rotating list of local and national animal shelters. We are so pleased to present Lori Lambert as our latest Mover and Shaker! Peachy Deegan interviewed Lori Lambert for Whom You Know.
Peachy Deegan: What is your first animal memory? Tell us about it please.
Lori Lambert: My very first dog was a Maltese named Floppit. My dad had produced a Broadway show called "Seventeen" in the 40's, and the dog in that play was the first Floppit.
What is your first music memory? Tell us about it please.
My mom took me to see the Beatles at Forest Hills Tennis Stadium. It was a mind blowing experience. I think I was about 7 years old. Before that I had a thing for Frankie Avalon, and I remember taking his photograph into the operating room when I had my tonsils removed….age 4. At age 8 I was asked to write a year-by-year autobiography. I wrote "When I was 2 I was a rock'n'roll fan". Weird.
What defines successful marketing?
For me, successful marketing is when the target customer becomes aware of your product. Moving them to buy it or consume it is even harder.
How do you motivate those that are artistically-driven to understand the business side of music?
That's getting easier. Most artists are aware that they need to make money beyond album sales and touring is hard work. Ancillary income through sponsorship, music licensing, etc.. is becoming more and more compelling to them because they want the money, and it no longer has a negative stigma that it once had. Occasionally there are artists that just won't budge on this and see it as selling out, and I respect them for that and don't try to push them over the wall.
How do you match up a brand with a sound or song?
It's a gut thing. But beyond matching the demographics and vibe of the product with that of the song/artist, you need to take budget into consideration. Not everyone budgets for a Jennifer Lopez tie in.
What fashion designers past and present have inspired your animal looks?
That's a great question! I have to say we are mostly inspired by classic rock n roll looks. Hippie suede fringe jackets, tough guy motorcycle jackets, and of course, the Bowie Starman thing…
Do you have runway shows for the animals from season to season when new looks come out?
No, I haven't done that.
What has sold more-Bark Obama or Mutt Romney and how has this differed in different areas of the USA?
We are at about 52% Bark, 48% Mutt, but it's been a roller coaster. The NY people are full on Bark, where as the center of the country, and the Texas area is all red.
Which one does Louie wear?
He's undecided so we have a Bark Collar paired with a Mutt leash
How are the pets voting now?
With their paws up!
Do you want to make any predictions for Election Day?
May the best dog win.
What were the best-selling Halloween costumes for your brand?
We don't do costumes, but lots of people told us they decked their dogs out with Mutt leash, collar and tee, as well as Bark.
How should the world remember Michael Jackson?
He broke the color barrier…his music appealed to everyone. He started with Motown, so I guess that he was already appealing to all people then, but his work as a solo artist sealed the deal.
How should the world remember Amy Winehouse?
She was just a terrified little girl that just wanted to write songs and sing. She wasn't emotionally prepared for the rest of it, and no one around her did a terribly good job of protecting her.
What or who has had the most influence on your pursuit of excellence?
It's funny, I have a few role models in business, but I have to say that I can't sleep at night if I don't feel like I did everything to the best of my ability.
What are you proudest of and why?
I'm proud that I rose to the level I did in the music business in a time when ALL women started as secretaries…I was relentless, and got exactly what I wanted in spite of many twists and turns. I'm also proud of the fact that I don't think I've burned any bridges, and treated everyone I know with respect on the way up.
What would you like to do professionally that you have not yet had the opportunity to do?
Be wildly successful without the security of a big company around me. I'm headed in that direction.
What one word best describes you and why?
Real.
What is your favorite place to be in Manhattan?
Strawberry Fields in Central Park. My dog's birthday is the same as John Lennon's and mine is the same as Ringo's…since he's a pup he's pulled me there. Spooky. I also love MOMA.
What is your favorite shop in Manhattan?
Bergdorf Goodman.
What is your favorite drink?
Jalapeno Margarita (Spicy 'Rita) at Nick'n'Toni's in East Hampton.
What is the funniest thing that has ever happened to you at a cocktail party?
I don't remember!
What is your favorite restaurant in Manhattan?
I love Elio's on the Upper East Side. It's so old school…and so reliably great.
What is your favorite Manhattan book or favorite character in Manhattan literature?
I really loved a recent one, called "Rules Of Civility".
Who would you like to be for a day and why?
Mrs. Bruce Springsteen. Can we change that to a a night?
If you could have anything in Manhattan named after you what would it be and why?
An animal shelter. I only hope to be able to fund one in my old age.
What has been your best Manhattan athletic experience?
You got the wrong girl. I dread my daily workouts.
What is your favorite thing to do in Manhattan that you can do nowhere else?
Walk and walk and never know where you are going to end up.
If you could have dinner with any person living or passed, who would it be and why?
Hillary Clinton. She's the most incredible woman I've ever seen.
What has been your best Manhattan art or music experience?
I went to Bill Clinton's birthday concert by the Rolling Stones at the Beacon Theatre in 2006. I will never get over the electricity in that room.
What do you personally do or what have you done to give back to the world?
I am a passionate animal person. I do whatever I can to donate. But on a human level, I've mentored many young people on their way up in business and that gives me tremendous satisfaction.
What do you think is most underrated and overrated here?
Underrated: The changing of the seasons in Central Park. Overrated: most restaurants.
Other than Movers and Shakers of course, what is your favorite Whom You Know column and what do you like about it?
It would be a tossup between Peachy's Pet Pals and New York Notes.
Have you tried The Peachy Deegan yet and if not, why not?
I'm ready!
What else should Whom You Know readers know about you?
That change is good. That life is full of surprises, some good, some bad but without them we'd be stuck in the same place forever.
How would you like to be contacted by Whom You Know readers?
