Alright – so today we’ve got the honor of introducing you to Lo Gross. We think you’ll enjoy our conversation, we’ve shared it below.

Lo, appreciate you joining us today. How did you come up with the idea for your business?

Growing up in Detroit, I have always had an equal passion for both radio and marketing since I was 13 yrs old. As radio started to shift, I noticed the rise of podcasting and decided to pursue that lane after not being able to land in job with a radio station. I relocated to Houston, Tx and started my podcast to express myself and give my audience a space to be heard, while also working as a freelance marketing specialist I saw an opportunity to merge both worlds and turned my podcast into a media network and used it as a tool for sharing marketing insights and promotion for other aspiring creatives and business owners.

It was a rewarding feeling because I took matters into my own hands and created my own lane to operate in after being told no so many times. I kept pushing and fighting to make my dream a reality and still fight for it until this day.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I have a background in radio. I did college radio and interned a station in Detroit after college. While waiting for the station to have paid positions open up, I got a call about a role at an advertising agency, which I accepted and was able to work on a lot of the radio oriented tasks and event executions. After two years I decided my passion was in radio and relocated to Houston, TX in 2013.

Things didn’t go as planned when I moved and despite me landing interviews at the radio stations in Houston, I was not offered a role. Out of survival, I pivoted back to Marketing and became a freelance contractor, where I worked several contracts in Fortune 500 companies in the Oil and Gas, Tech and Automotive sectors.

I started my media company, Inaudible Raucous in 2016. It started as a way to still pursue my passions in radio and also to help small businesses and brands with their organic marketing strategies when it comes to connecting to their target demographic. I transformed it from a podcast into a media network and then eventually cofounded my marketing agency, Midnight Club in 2022.

I am most proud of building an ecosystem for other people who are chasing their dreams and building their brands. While also teaching the same people how to build their own ecosystems to thrive in.

Can you share a story from your journey that illustrates your resilience?

I was working on “work to hire” and 3 month contracts as a freelancer, a few of the contracts I was able to lock in for a year. In 2018, I didn’t have consistent income and had trouble landing longer term contracts. I was still determined to make things happen. I still kept my business and between some clients and merch sales was able to generate revenue to keep things flowing. Just when I felt like I had reached my breaking point, I finally received a call from a radio station. This was a huge breakthrough for me because I had started applying for radio jobs in 2013 and didn’t get the call until 7yrs later. I finally had the chance to work in my passion and soak up enough knowledge to understand the game at a higher level but I also understood the value AND the worth of my companies.

Any insights you can share with us about how you built up your social media presence?

My audience started in college radio and I kept that audience engaged on social media until I decided to launch my podcast. My audience knows I am passionate and have stayed with me because they have watched me on my journey. I have shared the ups and downs with them on my platform over the past 10years. They trust me because I have shown up for them consistently and authentically. I tell my clients you have to be consistent, and let the audience know they can count on you. I have dropped over 300+ consecutive podcast episodes. Meaning no matter what I made sure they received an episode from me EVERY week for the past 7years. I can’t expect the audience to take me serious if I’m not taking my craft serious.

The other piece is being authentic. I do my best to be transparent with my audience. I share my wins and my losses and my mindset on how to overcome obstacles that come my way. I think showing that while doing it has helped other aspiring creatives and business owners feel motivated to pursue their dreams.

Contact Info:

• Website: inaudibleraucous.com
• Instagram: Personal: @GrassrootsGross88 / Media: @inaudibleraucous_podcast/ Agency: @thecreative_wolf
• Facebook: https://www.facebook.com/inaudibleraucouspodcast
• Linkedin: www.linkedin.com/in/loren-q-gross-a88aa823
• Twitter: InaudibleRauc1
• Youtube: https://www.youtube.com/@inaudibleraucouspodcast2731/featured

Image Credits
Mathew Mottu