We’re excited to introduce you to the always interesting and insightful George Karalexis. We hope you’ll enjoy our conversation with George below.
Hi George, thanks for joining us today. Let’s start with a story that highlights an important way in which your brand diverges from the industry standard.
Donna and I founded Ten2 Media because we identified a significant gap in how labels and distributors were managing YouTube, leaving substantial revenue and growth potential untapped for their artists. We strategically designed our business and model to deliver best-in-class services, tools, and processes that empower our clients—artists, labels, and distributors—to maximize their presence and revenue on the platform. As YouTube continues to evolve and the competition for audience attention intensifies, it is imperative for artists to implement a YouTube-specific strategy. This was a notion largely overlooked just a few years ago.
George, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
I got my start in the music industry when my parents bought me a guitar for my fifth birthday. That led to me starting multiple bands—the first at age nine—and when I was 18, we got signed to Island Records. After relocating to the UK, we toured extensively, achieved chart success, and even appeared on TRL. However, I soon realized that being in a band was not my ultimate calling. Returning to Los Angeles, I transitioned into music management and got my first industry job at Monotone and, by 23, I had left and launched my first business—an electronic music management company. We rapidly expanded, spinning off an event business that sold tens of thousands of tickets annually, booking some of the world’s top DJs, including Axwell, Kaskade, Afrojack and Deadmau5.
This success led to a strategic merger with a ticketing company in 2011, perfectly positioning us to capitalize on the U.S. electronic music boom in 2012, where we quickly dominated the club and event market selling millions of tickets a year. After exiting that business, I founded several more ventures and spent significant time in London, where I managed artists, worked on political campaigns, and advised a number of companies, which I continue to do.
These experiences have been instrumental in shaping Ten2 Media. My approach has always been to innovate and push boundaries, creating a business that is both groundbreaking and forward-thinking. Our team’s extensive music industry experience, combined with deep expertise in YouTube and marketing, uniquely positions us to help artists thrive and build sustainable, successful careers.
Are there any books, videos or other content that you feel have meaningfully impacted your thinking?
Here’s the corrected version:
Reading has become one of my favorite pastimes and an essential part of my growth as a person and leader. I believe it’s crucial for gaining knowledge and perspective.
My Top 5 Books:
– *HBR’s 10 Must Reads on Strategy* – By Michael Porter and Harvard Business Review
– *Good to Great* – By Jim Collins
– *Endurance: Shackleton’s Incredible Journey* – By Alfred Lansing
– *Their Finest Hour* – By Winston Churchill
– *Managing Oneself* – By Peter Drucker
Can you tell us about what’s worked well for you in terms of growing your clientele?
I believe the most effective way to grow your clientele is by conducting honest business. By obsessing over customer service and consistently going above and beyond, you make it easier to attract clients. You must build a business and service that anticipates the needs of the next 6-12 months, ensuring you stay at the forefront of your industry. By keeping a pulse on emerging developments, you can adapt your services and offerings proactively, ensuring that your business remains relevant and competitive. Focus on execution, as great execution and a solid reputation will resolve the majority of your problems. It’s essential to establish clear processes and set high standards within your team. Effective execution often comes down to the details—ensuring that every aspect of your service is polished and that every interaction reflects your commitment to excellence. Empower your team with the tools, training, and support they need to execute flawlessly. When your team is aligned with your vision and consistently delivers quality, your clients will notice, and word of mouth will naturally expand your client base.
Contact Info:
- Website: https://ten2.media
- Instagram: @gkaralexis
- Linkedin: https://www.linkedin.com/in/georgekaralexis/
Image Credits
Pierre LaMonte