We caught up with the brilliant and insightful John Petrocelli a few weeks ago and have shared our conversation below.
Hi John, thanks for joining us today. Let’s start with important influences in our lives. Is there a historical figure you look up to?
My impetus for getting into the streaming media industry was Mark Cuban. Most people know him as the outspoken owner of the Dallas Mavericks and an insightful voice and personality on Shark Tank. However, he is really the godfather of the streaming industry. After graduating from Indiana University and moving to Dallas, he wanted very much to follow IU basketball, and quickly realized there was no way to access the games in real time. By day, he was slugging it out and starting a very successful and entrepreneurial sales career, and eventually, he came up with the idea to livestream the audio feeds of the radio play-by-play of the games. That led him to aggregate feeds of other schools under the company name AudioNet. As that business grew, he rebranded to Broadcast.com, attracted advertisers, and grew to over 300 employees. As the internet began to explode, he attracted the attention of Yahoo, who bought his company for $5.7B. I thought that he was way ahead of the curve and that there was something to this streaming industry, especially if you had real sales skills, and I jumped in. I consumed every interview and post that Mark made and even corresponded with him over email a few times. He published a book that was only available as a digital download. To this day, Mark espouses sales as a key driver to any business, especially a tech-based business, and you’ll see him comment on Shark Tank things like ‘No sales = no company’ or ‘Sales cures all.’ Years later, I had sold my boutique livestreaming company to AEG, who had created a partnership with Mark’s company HDNet, and he came and spoke to the AEG leadership team where I got to meet him and talk about streaming. He was super engaging and thrilled to talk about the streaming industry. In my career, I’ve been largely successful by sticking to his principles and have been able to survive several internet bubbles and have helped create three acquisitions largely based on my client roster and books of business. I love the fact that he was able to parlay his work success into something he loves: basketball. I’m very passionate about live music and baseball. My work in livestreaming has allowed me to work with the greatest artists in music history, most notably Prince, whom I helped build the first-ever major artist direct-to-consumer music store and ticketing system. I got to see Prince perform 44 times and helped him win several awards for his use of technology. I have also helped livestreamed Coachella, Bonnaroo, Rock In Rio, Lollapalooza, The Grammys, and worked with artists like Foo Fighters, Paul McCartney, Tom Petty, Jay Z, Alicia Keys, Nine Inch Nails, Red Hot Chili Peppers, Kendrick Lamar, UB40, Stevie Wonder, and others. In my spare time, I have continued to play adult baseball in LA almost every week. Mr. Cuban has been a great motivator and factor in my career.
John, 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?
After a successful career in telecommunications and tech in Boston, I made the bold move to LA to embark on an extraordinary journey in entertainment and media. It didn’t take long for me to realize the groundbreaking convergence of technology and entertainment. As I tirelessly climbed the ranks in the talent agency industry, a revelation struck me—I possessed a unique fusion of tech expertise and entertainment insights that would propel me to new heights.
Armed with this invaluable combination of skills, I fearlessly dove into the world of streaming, collaborating with record labels, sports leagues, TV networks, film studios, and renowned music artists. But perhaps the pinnacle of my career was when I crossed paths with the legendary Prince. Our encounter sparked a lasting relationship, leading him and his team to entrust me with the monumental task of building his direct-to-consumer music store and ticketing platform. Working alongside Prince to enable his vision was nothing short of exhilarating, granting me access to his mesmerizing live performances, including breathtaking private shows held within the walls of his sanctuary.
Fueled by this profound experience, I harnessed my passion for livestreaming and assumed the role of CEO in a boutique livestreaming technical services company I had long been advising. In a remarkable turn of events, I swiftly helped orchestrate the sale of this business to none other than AEG, the unrivaled global leader in live music and sports. Guiding AEG’s livestreaming division, we soared to the pinnacle of the industry, powering a myriad of prestigious events, from the illustrious Masters and Oscars to the groundbreaking TED Conference and MTV’s unforgettable live spectacles.
Intrigued by the possibilities, I initiated discussions with YouTube, advocating for their entry into the realm of livestreaming. This visionary collaboration culminated in a dazzling proof-of-concept event, featuring the incomparable Alicia Keys performing at an iconic AEG venue in the heart of Times Square. The momentous occasion was livestreamed on YouTube, with American Express as our esteemed partner, the first premium and brand presented livestream in YouTube history.
Emboldened by this triumph, YouTube set its sights on livestreaming, hand in hand with my company as their trusted ally. Together, we became the driving force behind the livestreaming experiences of Coachella, Lollapalooza, Bonnaroo, Rock In Rio, and countless other global events, captivating audiences worldwide on the YouTube platform.
Recognizing an untapped opportunity in the burgeoning market, I seized the moment and established Bulldog DM. With an exceptional team comprising former Live Nation and Twitter executives, we have forged partnerships with the world’s most influential brands, from tech giants Apple, AT&T, and Samsung, to household names like Coca-Cola, Procter & Gamble, and M&M’s. Our portfolio of achievements continues to flourish, catering to the ever-growing demand for livestreaming experiences in the digital age.
As we celebrate our tenth year, the trajectory of Bulldog DM is on a meteoric rise, perfectly timed with the recent surge in livestreaming’s popularity. The journey thus far has been nothing short of electrifying, and the best is yet to come.
What’s been the best source of new clients for you?
The best source of new clients for us has been twofold: first, our unrivaled expertise in executing effective sales plans, and second, our esteemed client roster. My journey began with a pivotal role at NCR upon graduating from the University of Massachusetts, embarking on a transformative six-year tenure. NCR, a venerable 125-year-old company, revolutionized the business landscape by not only inventing the cash register, point-of-sale systems, barcode technology and ATMs, but also pioneering the concept of sales training and establishing sales quotas. Immersed in this groundbreaking environment, I frequented NCR’s world headquarters in Dayton, OH for extensive sales training and knowledge enrichment, honing my craft and embracing the intricacies of the sales process. These fundamental skills became my cornerstone, seamlessly transferring across diverse industries throughout my career.
As the internet boom erupted, I found myself strategically navigating the ever-changing market landscape, armed with an acute understanding that revenue generation and unwavering customer satisfaction always reign supreme. Weathering the storms of internet bubbles and bursts, I not only survived but thrived, leveraging my expertise to forge ahead amidst the turbulence.
In the genesis of Bulldog DM, a defining moment materialized when we secured Coca-Cola as one of our earliest clients. Collaborating harmoniously with one of their visionary marketing leaders, we embarked on a transformative partnership that spanned several fruitful years. This landmark alliance not only solidified our reputation but also bestowed us with unwavering credibility among other esteemed brands. Subsequently, we proudly welcomed the likes of AT&T, Apple, Spotify, American Express, Samsung, P&G, and an illustrious array of other industry powerhouses into our distinguished clientele.
Our secret to success lies in our unrivaled mastery of listening to our clients and executing strategies based on that input, complemented by an impeccable track record of fostering enduring client relationships. This winning combination has propelled us to the forefront of the industry, solidifying our position as a trusted partner for the world’s leading brands.
Has your business ever had a near-death moment? Would you mind sharing the story?
In hindsight, I believe I launched this business a few years ahead of its time. Coming from a corporate giant like AEG, with YouTube as a prominent client, I naively assumed that acquiring brand clients would be a breeze. However, my experience in calling on Madison Avenue brands and ad agencies was limited, making the task incredibly daunting. We found ourselves pioneers, blazing a trail ahead of the market’s readiness. Yet, armed with the wisdom of a seasoned salesperson, I adopted a crucial approach: listening.
My team and I embarked on an immersive journey, attentively listening to the woes and challenges voiced by marketing and advertising executives. We engaged in informative lunch and learn sessions, conducted general meetings, delved into comprehensive research, and presented impactful infographics. This attentive listening became the catalyst for building ingenious strategies and services, meticulously tailored to address their most pressing pain points.
The recurring issues they expressed revolved around cord cutting, ad blocking, and brand safety. Moreover, they grappled with the disruptive forces unleashed by the internet, as they sought innovative means to connect with the elusive millennial and Gen Z demographics. Empowered by their insights, we forged ahead, crafting best-practice services meticulously designed to solve their engagement dilemmas. Simultaneously, we nurtured invaluable relationships with leading social platforms including YouTube, Twitter, Facebook, TikTok, LinkedIn, Instagram, and Twitch—several of which have now become our esteemed clients.
It would have been effortless to succumb to the challenges and prematurely shut down our operations. However, I’ve learned that within challenges lie extraordinary opportunities. This resilient mindset has proven to be our greatest asset, paving the way for remarkable success.
Contact Info:
- Website: http://bulldogdm.com/
- Instagram: https://www.instagram.com/bulldog_dm/
- Facebook: https://www.facebook.com/BulldogDigitalMedia/
- Linkedin: https://www.linkedin.com/in/johnpetrocelli
- Twitter: https://twitter.com/bulldogdm