We were lucky to catch up with Ben Lack recently and have shared our conversation below.

Ben, appreciate you joining us today. Before we get into specifics, let’s talk about success more generally. What do you think it takes to be successful?

For me, success comes down to three things: consistency, self-awareness, and relationships. You don’t have to be the most talented person in the room if you’re relentlessly consistent, know your strengths and blind spots, and build authentic relationships with people along the way.

A story that crystallized this for me happened during one of the busiest seasons of my life. I was growing my marketing agency, Interrupt Media, while also running a national live events business, Brass Animals. At the time, I was flying back and forth across the country, handling client meetings during the day and playing gigs at night. There were moments I thought, “This pace isn’t sustainable.” But I stuck with it by leaning on systems, building trust with a great team, and being honest with myself about where I needed help.

One example: I used to try to do all the sales myself—because I assumed no one could sell the way I could. That belief held me back. It wasn’t until I built a sales playbook, trained others to use it, and stepped out of the way that our revenue started scaling. That experience taught me that success isn’t about doing everything—it’s about empowering others and creating a structure where they can succeed too.

So now, whether I’m mentoring someone, pitching a new client, or launching a new process, I ask: “Can I show up consistently for this? Is this aligned with who I am and what I’m good at? And have I built the right relationships to make it sustainable?”

Those are the levers that have made the biggest difference in my career—and in my life.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I wear two very different—but surprisingly complementary—hats: I’m the CEO of a B2B marketing agency called Interrupt Media, and the band leader of a national live events company called Brass Animals. On the surface, one is about sales funnels and CRM systems; the other is about live music, performance, and entertainment. But at the heart of both is a shared mission: helping people create moments that matter—whether that’s a breakthrough in a marketing strategy or a packed crowd dancing at a corporate event.

I got into marketing through a mix of hustle, curiosity, and being willing to say “yes” to opportunities before I felt ready. My background includes everything from demand generation and marketing automation to RevOps and sales strategy. Today, Interrupt Media helps B2B companies—especially those in complex or technical industries—build scalable marketing programs that generate leads, improve reporting, align sales and marketing, and accelerate revenue. We’re known for blending strategic thinking with hands-on execution, and for taking messy martech stacks and making them sing.

Brass Animals came from my love of music and community. I started it as a side hustle playing New Orleans-style brass band gigs in the Bay Area. Over time, we expanded to over 40 cities across the U.S., playing for brands like Google, Salesforce, and the Chicago Blackhawks. We turn events into experiences—whether it’s a wedding second line, a national television performance, or a surprise corporate party. Our model gives talented local musicians consistent, well-paid gigs while delivering high-quality performances to clients nationwide.

What sets me apart isn’t just that I run two businesses—it’s that I build systems that scale, teams that thrive, and brands that connect emotionally with the people they serve. I’m proud of how far we’ve come, but even more proud of the hundreds of clients we’ve helped grow, the musicians we’ve helped employ, and the moments we’ve created along the way.

If you’re a marketing leader looking to grow pipeline or clean up your tech stack, or if you’re an event planner looking to book an unforgettable live band—my team and I would love to help.

Any advice for managing a team?

The key to managing a team and keeping morale high is to create a culture where people feel seen, supported, and challenged in the right ways. That means giving people clear expectations, room to own their work, and regular recognition—not just for outcomes, but for effort, creativity, and growth.

One thing I’ve learned is that clarity is kindness. When people don’t know what success looks like, they get anxious or disengaged. So I focus on setting clear goals, sharing the “why” behind the work, and being transparent about what’s working and what isn’t. At Interrupt Media, we use tools like scorecards and weekly check-ins to keep communication flowing without micromanaging.

Another big one for me is gratitude. I make a conscious effort to show appreciation often and specifically. Whether it’s a thank-you in Slack, a shoutout during a team meeting, or a surprise gesture when someone goes above and beyond—I’ve seen how far authentic gratitude can go. The same goes for our musicians at Brass Animals. A simple thank-you after a great show can make all the difference in building long-term loyalty.

And something I try to do consistently is ask my team: “What can I do to put you in a better position to succeed?” That question has led to better processes, more thoughtful delegation, and more open conversations about what people really need to thrive. Sometimes the answer is resources, sometimes it’s clarity, and sometimes it’s just getting out of their way. But asking the question shows I’m in their corner.

Lastly, I try to infuse a little fun and lightness into our culture. Whether it’s a Slack thread of memes, a random celebration, or just recognizing someone’s personal milestone—those moments help build real connection.

If you want a high-performing team, take care of the people first. Lead with clarity, gratitude, curiosity, and empathy—and the results will follow.

Let’s talk about resilience next – do you have a story you can share with us?

A few years ago, I found myself at a crossroads that tested every ounce of resilience I had. My agency, Interrupt Media, had just signed a few big clients and was scaling quickly. At the same time, Brass Animals—my live events business—was gearing up for its busiest season ever, with performances booked across the country. Then the pandemic hit. Overnight, every live event was canceled. We went from a full calendar to zero revenue in a matter of days.

It was a punch to the gut. I had a national roster of musicians who relied on us for gigs, and a growing team at the agency who depended on my leadership. It would’ve been easy to go into survival mode and put everything on pause. But instead, we saw it as a time to plant seeds.

Rather than pivoting to virtual shows, we doubled down on creating YouTube videos and optimizing our SEO. We figured: this pandemic will end at some point, and when it does, people will be searching for live entertainment again. So we focused on making it easier to find us, booking future gigs, and refining our systems so we could fire on all cylinders when things returned.

Meanwhile, at Interrupt Media, we leaned into helping clients adapt to the digital-first reality—ramping up automation, improving reporting, and realigning campaigns around new buyer behaviors. The pressure was intense, but the lessons were invaluable.

Coming out the other side, we didn’t just bounce back—we leveled up. That experience reminded me that resilience isn’t just about grinding through tough times. It’s about having vision in the midst of uncertainty, investing in long-term wins, and staying calm enough to build while the rest of the world is hitting pause.

Contact Info:

• Website: www.interruptmedia.com; www.brassanimals.com
• Linkedin: https://www.linkedin.com/in/bmlack/
• Twitter: https://x.com/bmlack