Five Questions with Kyle Kuhns (Founder & CEO, XX Artists)

Kyle Kuhns is the Founder & CEO of XX Artists, a boutique digital marketing agency based in Playa Vista, CA. Kyle started his career as an Executive Assistant to the CEO of Le Chef Costumier, which was his first experience in the entertainment industry. He started XX Artists in October 2014 to represent independent musicians, but the business has evolved into a 360 digital agency since that time.

1. What's something you believe that everyone else thinks is crazy?

KK: That college or university education means next to nothing in?today's marketing industry.

2. What digital media trend do you believe is incorrect or overhyped?

KK: I am not yet sold on audio, which I know is a very?unpopular and big bet opinion. We have seen it in Clubhouse's?decline (even with their expansion to Android), the below?expected return on investment in podcast exclusives for Spotify and many other?instances of social,?short-form and long-form audio consistently underdelivering?from an end-user experience perspective. The change needed to make this space sing (sorry for the pun) will be incredibly foundational.

3. What's the most transformative thing you've learned in the last 6 months?

KK: The most wonderful long-time client of mine, Lilly Singh, recently said to our class of interns: "There is no substitute for hard work." This really resonated for me not only for the last 6 months, growing an organization from 25 to 65 people and quadrupling?revenue YoY, but even further back to the start of building my company with no CV and next to nothing to my name (I was a Starbucks barista). There truly is no substitution for hard work, so once you are comfortable with hard work being an ever-present part of the journey, things become a lot more navigable.?

4. What's one BIG prediction you have for the digital media industry over the next 12 months?

KK: First, I am a big believer that China's influence over technology and social platforms that originated in their country will continue to disrupt not only digital media, but technology and culture at-large.?And second, maybe a bit more narrow: I believe we will see a?meaningful shift in the?foundation of how influencer?work is done between?brands and talent. (Maybe I'm saying watch this space??)

5. What one piece of advice would you offer aspiring entrepreneurs?

KK: I'm not one for advice giving myself, but I am a huge cheerleader in amplifying the thoughts of those on the XX Artists' leadership team. This one comes from Sr. Director of Trends,?Amanda Brennan: "Know what your glass balls are, and know what your rubber balls are." Meaning: know what work, if dropped, will shatter - and which tasks, if delayed or missed, will bounce back. I thought this was such a great analogy that she has brought to our workplace from a former workplace, and I think of it at least once a week.