Doja Cat’s Managers Unpack Blueprint for Global Stardom on New Music Business Podcast

The latest episode of Ari Herstand’s "New Music Business" podcast features an insightful discussion with Gordan Dillard and Josh Kaplan, the powerhouse managers behind global superstar Doja Cat. Their conversation offers a comprehensive look into the strategic architecture that transformed an emerging talent into one of the most influential and multi-hyphenate artists of the decade, providing invaluable lessons for industry professionals and aspiring musicians alike. The dialogue delves deep into the evolving landscape of artist development, revenue diversification, and the intricate mechanics of the modern music industry, highlighting how Dillard and Kaplan’s tailored approach to management has been instrumental in crafting Doja Cat’s expansive empire.

A Deep Dive into Modern Artist Management

Gordan Dillard and Josh Kaplan, operating under their banner Good Day Management, revealed a distinctive strategy: representing only one artist. This singular focus, while unconventional in an industry often characterized by extensive rosters, has allowed for an unparalleled depth of commitment and bespoke strategy development for Doja Cat. The managers articulated that this exclusivity enables them to dedicate comprehensive attention to every facet of her career, from creative direction and brand partnerships to long-term business ventures, fostering a truly "multi-hyphenate" artistic identity. This approach stands in stark contrast to larger management firms, where artists might compete for resources and attention, underscoring a bespoke model that prioritizes quality over quantity. The discussion on the podcast illuminates how this focused dedication has been crucial in navigating the complexities of a rapidly changing music landscape, allowing for nimble responses to market trends and a proactive approach to career advancement.

The Strategic Ascent of Doja Cat: From Viral Moments to Global Phenomenon

Doja Cat’s journey to global superstardom is a testament to both her innate talent and a meticulously crafted management strategy. Her initial breakthrough arrived with viral internet moments, notably the 2018 novelty track "Mooo!", which garnered millions of views and established her as a quirky, meme-savvy artist. This early digital success provided a foundation for her management team to build upon. Dillard and Kaplan joined Doja Cat’s team strategically, recognizing her raw potential and unique appeal. They elaborated on the "Juicy" era (2019), a pivotal period that saw a refined visual strategy accompanying her music, elevating her aesthetic and broadening her audience beyond the internet’s niche corners.

Her ascent dramatically accelerated during the COVID-19 pandemic. While many artists struggled with the absence of live performances, Doja Cat, under her management’s guidance, leveraged digital platforms to their fullest extent. Her album Hot Pink (2019), featuring the massively successful single "Say So," achieved unprecedented virality on TikTok. The dance challenge associated with "Say So" propelled it to the top of global charts, culminating in a Grammy-nominated remix with Nicki Minaj. This period underscored the power of short-form content in an era of global lockdowns. Her subsequent album, Planet Her (2021), solidified her status as a pop juggernaut, spawning multiple hit singles like "Kiss Me More" (featuring SZA), which won a Grammy for Best Pop Duo/Group Performance, and "Woman." Planet Her spent over 100 weeks on the Billboard 200, a remarkable feat, and amassed billions of streams globally, demonstrating sustained commercial and critical success. This chronology illustrates a strategic evolution from organic viral moments to carefully curated content and sophisticated global marketing campaigns, all orchestrated to amplify Doja Cat’s unique artistic vision.

Diversifying Revenue: Beyond the Music

A significant portion of the managers’ discussion centered on the imperative of diversifying an artist’s revenue streams beyond traditional music sales and streaming royalties. In today’s music economy, relying solely on musical output is often insufficient for long-term financial stability and growth. Dillard and Kaplan detailed how they have meticulously built Doja Cat into a multi-hyphenate brand, encompassing music, high-profile brand partnerships, and new business ventures.

Doja Cat has engaged in numerous lucrative collaborations with global brands, extending her reach and generating substantial income. For instance, she has partnered with Pepsi for their "The Greatest Show On Earth" campaign, Skechers for their "Skechers x Doja Cat" collection, JBL for their "Hear What You Want" campaign, and even Candy Crush Saga. These partnerships are not merely endorsements; they are carefully selected alignments that resonate with Doja Cat’s image and audience, ensuring authenticity and maximizing impact. Industry analysis suggests that for top-tier artists, brand deals can account for a significant portion, often upwards of 30-50%, of their total annual earnings, far surpassing what can be generated from streaming royalties alone. The managers explained that these ventures are strategically pursued to expand Doja Cat’s cultural footprint, tap into new demographics, and create multiple financial pillars, thereby future-proofing her career against the volatile nature of the music industry. This holistic approach ensures that her brand extends far beyond her discography, establishing her as a formidable presence in fashion, beauty, and broader pop culture.

Navigating the Digital Landscape: Short-Form Content Reigns Supreme

The managers provided an illuminating perspective on the seismic shift in content consumption, particularly the dominance of short-form content. They articulated how platforms like TikTok, Instagram Reels, and YouTube Shorts have fundamentally reshaped the career-building playbook for artists. The podcast highlighted Doja Cat’s exceptional prowess in leveraging these platforms, where her playful personality, dance challenges, and engaging snippets have consistently gone viral, converting casual listeners into devoted fans.

The discussion contrasted the utility of traditional long-form music videos, which, while still important for artistic expression and narrative, often require significant budgets and have diminishing returns in terms of immediate viral impact. Short-form content, conversely, offers an accessible, rapid-fire method of discovery and engagement. It fosters direct interaction between artist and audience, allowing for organic trends to emerge and propagate globally within hours. This adaptability to the digital landscape has been a cornerstone of Doja Cat’s success, demonstrating a keen understanding of contemporary audience behavior. For emerging artists, Dillard and Kaplan emphasized that mastering short-form content is no longer an option but a necessity for building a fanbase from scratch and creating early career momentum, effectively democratizing the initial stages of artist discovery but also demanding constant creativity and engagement.

The Evolving Mechanics of the Music Industry

The conversation further peeled back the layers of the music industry’s intricate operational mechanisms, offering candid insights into topics often opaque to outsiders.

Understanding Collaborations: Features and Their Nuances

The managers detailed the complex process of securing and executing musical features. They explained that features are not merely creative decisions but involve substantial financial and legal negotiations. Creatively, finding the right artist to complement a track’s vision is paramount. Financially, this entails agreements on upfront fees, royalty splits, publishing shares, and performance rights. These negotiations often involve multiple legal teams representing each artist, ensuring fair compensation and proper crediting. The podcast elucidated that a feature can significantly amplify a song’s reach and chart performance, often introducing an artist to new fan bases, but the financial implications and contractual obligations must be meticulously managed to avoid future disputes. The average cost for a high-profile feature can range from tens of thousands to hundreds of thousands of dollars, reflecting the artist’s market value and the potential impact of their contribution.

Demystifying Production Credits: Beatmakers vs. Producers

A critical distinction drawn was between "beatmakers" and "producers," roles often conflated by the general public. Beatmakers typically create instrumental tracks, often selling or licensing them to artists. Their primary focus is on the sonic foundation—the rhythm, melody, and harmony. Producers, conversely, are often involved in a broader capacity, overseeing the entire recording process from inception to mastering. This includes guiding the artist’s vocal performance, arranging instrumentation, selecting sounds, mixing, and ensuring the final track aligns with the artist’s vision. Producers often have a deeper creative and technical input, acting as an executive artistic director for the song. This difference is reflected in their compensation, with producers often receiving a higher share of royalties and/or larger upfront fees due to their comprehensive involvement and artistic direction.

The Collaborative Songwriting Ecosystem: Why So Many Credits?

The managers tackled the common phenomenon of songs having numerous writers and producers—sometimes as many as seven writers and six producers. This complexity stems from the highly collaborative nature of modern pop and hip-hop production, often involving songwriting camps where multiple individuals contribute ideas, melodies, lyrics, and production elements. Sampling, interpolation, and the layering of various instrumental contributions also contribute to a lengthy credit list. Each individual who contributes meaningfully to the creation of a song, whether it’s a specific lyric, a memorable melody, or a unique beat, is entitled to a share of the publishing rights and, consequently, royalties. This system, governed by performing rights organizations (PROs) like ASCAP and BMI, ensures that all creative contributors are recognized and compensated, albeit leading to intricate splits that require diligent tracking and management.

Modern Record Deals: A Shifting Paradigm

The discussion also touched upon the evolution of record deals and funding mechanisms. The traditional 360-degree deal, which grants labels a share in all aspects of an artist’s revenue (merchandise, touring, endorsements), remains prevalent but is increasingly being negotiated with more artist-friendly terms. The rise of independent distribution, direct-to-fan platforms, and the power of social media have given artists more leverage. Modern deals often involve more favorable royalty splits, shorter contract terms, and increased creative control for artists. Labels, in turn, are adapting by offering diverse funding options, from traditional advances to strategic marketing partnerships and project-based financing, recognizing that artists now have more avenues to fund their careers. This shift reflects a move towards more equitable partnerships, where artists can retain greater ownership and control over their intellectual property.

Strategic Counsel for Aspiring Artists and Managers

Dillard and Kaplan concluded their insightful session by offering unfiltered advice for emerging artists and managers. They emphasized the paramount importance of finding the right partnership, one built on mutual trust, shared vision, and complementary skills. For artists, this means seeking managers who understand their artistic identity and have a clear strategy for their career trajectory. For managers, it involves identifying genuine talent and being prepared for the immense dedication required.

Building a fanbase from scratch, they asserted, requires authenticity, consistent content creation, and direct engagement with the audience. It’s about cultivating a community, not just accumulating followers. They underscored the necessity of understanding the business side of music, from contracts to royalties, to create leverage in today’s industry. Knowledge empowers artists to negotiate more favorable terms and protect their creative and financial interests. The advice resonated deeply with the principles outlined in Ari Herstand’s "How to Make It in the New Music Business," which advocates for artists to take control of their careers and understand the entrepreneurial aspects of their craft.

Broader Implications for the Contemporary Music Business

Doja Cat’s meteoric rise, meticulously guided by Gordan Dillard and Josh Kaplan, serves as a powerful case study for the contemporary music business. Her success underscores several critical trends: the indispensable role of visionary management in navigating a complex industry; the transformative power of digital platforms, particularly short-form video, in artist discovery and fan engagement; and the strategic imperative of revenue diversification beyond traditional music income. The interview highlighted that artistic talent alone, while fundamental, is insufficient for achieving and sustaining global stardom. It must be coupled with astute business acumen, innovative marketing, and a deep understanding of industry mechanics.

The insights shared by Dillard and Kaplan offer a practical roadmap for aspiring artists and managers, demonstrating that success in the modern music landscape demands adaptability, strategic foresight, and an unwavering commitment to both creative integrity and business growth. The podcast effectively illustrates how the traditional artist-manager relationship has evolved into a comprehensive partnership, where managers act as strategists, brand architects, and navigators in an ever-changing digital and commercial ecosystem. The future of the music industry will undoubtedly continue to be shaped by such dynamic collaborations, where managers are not just facilitators but active architects of global artistic empires.