Yeti is responsible for creating marketing plans for recording artists including Future, DJ Khaled, Rick Ross, and Travis Scott. “I evaluate their various target markets and make calculated decisions on where we will have the most success in placing their music,” he says.
He uses the education gained at The Art Institute of Houston to “speak the language” of the music business.
Yeti adds that his coursework helps him to successfully implement progressive business practices. Since graduation, he’s marketed songs that have made it to the top of the Billboard charts and reached platinum status, including “Mask Off” by Future, “Bank Account” by 21 Savage, and “Rake It Up” by Yo Gotti and Nicki Minaj.
Before his current position, Charleston discovered his interest in merging business and music. He took a shot at pitching a new job—one he hoped to fill himself. “I observed how business was conducted and how relationships were maintained. Then, I created a portfolio and a resume to show the studio that I could be an asset by collaborating with Houston’s local artist as well as celebrities.”
Yeti believes it’s also important to be well-rounded in the field. “I found that I have a passion for education and helping others. That’s why I have decided to give back to my local community and the schools that I graduated from because they have provided me with the tools that I use for my everyday success—The Art Institute of Houston and Sam Houston State University.” I also use those tools to help independent artists gather information on the music industry through The Sunday Music Study.
The intended purpose of The Sunday Music Study is to bridge the gap between artist and consumers with meaningful information surrounding the music industry and current and future trends. Also, to create socially relevant commentary based on current industry news.
Yeti, DJ and sound engineer, and Mack, music enthusiast and hip-hop historian, are analysts who study and dissect business practices of popular music and how it influences hip-hop culture. During the show, they also analyze and explain how entertainment effects society as a whole.