ABOUT PVTL
Kristen Fraser
Founder, Chief Executive Officer
Kristen Fraser landed her first industry job in New York City at Cornerstone Promotions/Fader Magazine as the Assistant to CEO, Rob Stone. From there, she hit the ground running, taking the skills she gained in her three years at the agency with her to Nike Sportswear, working in branding and marketing. Still driven for a career music, she was soon hired as Director of Strategic Partnerships at Island Def Jam. In this role, she represented artists on the label and sought out brands to partner them with. Eventually, this led her to another powerhouse brand, Beats By Dre, where she helped to partner the innovative speaker brand with other artists. Moving to Los Angeles to handle Music Marketing at Beats, she dedicated her five years with the company to identifying the right talent for campaigns and launches and support of artist album releases and initiatives. She worked on notable campaigns such as Straight Outta... and Solo Selfie. Fraser also lead some marquee events organized by Beats, such as the memorable reunion of Lil Wayne and the Hot Boys at NBA All-Star Weekend 2016 and, developed the music program Beats Presents, a monthly event which celebrated various artists album releases boasting unique event experiences.
Kristen left Beats in 2018 equipped with a wealth of experience spanning from her upbringing in South Florida, her professional beginnings in New York City and, her understanding from working both the label and brand side of the music business. She created her own marketing agency, PVTL where, as Founder and CEO, she brings her expertise in Artist Strategy, Artist Brand Partnerships and marries it with her skills in Event Programming. PVTL also consults with brands about music strategy, programming and identifying artists they best align with for partnerships. Prominent clients of PVTL include: Spotify, Netflix, DJ Khaled, and Anderson Paak, to name a few. Kristen Fraser has taken the last decade to perfect her profession and consistently provide quality work to the cross section of music and Marketing Strategy, making her and PVTL a force that cannot be overlooked.
Los Angeles - New York
For inquiries, please contact us at info@pv-tl.com
I started in the music industry working as an assistant to the CEO of Cornerstone Promotions, the agency side of Fader Magazine. That’s where I really learned the ins and outs of artist marketing and brand partnerships. I’ve also worked for a small agency called Game Seven, Nike Sportswear, and Island Def Jam. Working with brands connected me to Beats by Dre where I worked in music marketing for four and half years…
Today's top artists -- from Ed Sheeran and Fifth Harmony to Cardi B and Kygo -- would not be selling out arenas or dominating the charts without the vision, innovation and "no is not an option" perseverance of this fresh crop of young industry executives....
ASCAP EXPO \\ 2018
ASCAP EXPO
'Harnessing the Power of Partnerships'
PAST WORK
Straight Outta \\
Straight Outta
- Curated 110+ influencers across music, sport and culture across 3 days, shot by legendary photographer, Jonathan Mannion, to launch campaign
- Beats by Dre’s biggest campaign to date
- First Brand to be #1 Trending across Instagram, Facebook & Twitter, within 24hrs
- Biggest Social Campaign of 2015
- Notable names that took part in sharing the campaign include President Obama, Jennifer Lopez, Chris Rock, Kris Jenner
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Beats Presents \\
Beats Presents.. was based on the premise of ‘music the way the artists intended’. Monthly, Beats by Dre would partner with artists around their biggest day, album release. Beats by Dre would give the artist a clean slate to create a world that represented their music for a truly unique experience every time.
Notable talent apart of the program: Fifth Harmony, DJ Khaled, Tove Lo, Migos, Boyz Noise, and many more
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Campaign Work \\
Beats by Dre \\ Solo Selfie
Beats by Dre \\ Got No Strings
Beats by Dre \\ Built for Bosses
Campaign Work
Curating talent across brand campaigns both national and international, PVTL works to align the right artists for a brands message.