"The Resilence and Passion of Jenny Smythe"

Summary

Podcast Summary: "The Resilience and Passion of Jenny Smythe"

Podcast Information:

• Title: takin' a walk
• Host/Author: iHeartPodcasts
• Episode: "The Resilience and Passion of Jenny Smythe"
• Release Date: May 6, 2025

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Introduction

In this compelling episode of the "takin' a walk" MUSIC HISTORY ON FOOT podcast, host Buzz Knight engages in an insightful conversation with Jenny Smythe, a distinguished entrepreneur and the founder and CEO of girlillo Marketing. Jenny shares her inspiring journey through the music industry's digital landscape, her personal battles, and her unwavering commitment to fostering female leadership within the field.

Early Career and Industry Experiences

Jenny Smythe's career began in the bustling environment of major entertainment companies. Reflecting on her formative years, Jenny recounts her tenure at Elektra Entertainment and other prominent labels. These early roles were not only pivotal in shaping her professional skills but also in teaching her essential life lessons.

"Those first years that I spent working as assistants... were like older siblings in a way. People taught me how to get insurance, about dating, and how to build a professional network." [06:07]

Jenny emphasizes the dual role these experiences played in sustaining her financially and mentoring her into adulthood. The relationships she built during this time remain integral to her professional network today.

Challenges as a Woman in Entertainment and Music Business

Navigating a male-dominated industry, Jenny faced unique challenges as a woman in the entertainment and music sectors. She candidly discusses the scarcity of female mentors during her early career and the profound impact of her sole female boss, Lindy Thurman.

"The saddest part for me is that I only had the opportunity to work for one woman... Lindy Thurman became that figure in my life." [09:01]

This lack of female leadership propelled Jenny to create a more inclusive environment in her own company. Her commitment to hiring predominantly female staff stems from a desire to provide the mentorship and representation she once lacked.

Building girlillo Marketing

Founded in 2008, girlillo Marketing has ascended to become a leading digital marketing firm in Nashville, specializing in strategies for notable entertainers and brands. Jenny attributes the company's success to her dedication to creating a supportive and empowering workplace.

"17 years later, I was able to create the company that I had envisioned, I wanted to work for, that just didn't exist at the time." [10:00]

Under Jenny's leadership, girlillo Marketing not only excels in delivering effective marketing campaigns but also serves as a beacon of female entrepreneurship in the music industry.

Female Leadership in Nashville

Jenny provides a nuanced perspective on female leadership within Nashville's vibrant music scene. She observes that digital media has long been a female-dominated area, contributing to the city's reputation for strong female leadership and entrepreneurship.

"There's no shortage of amazing female leadership and entrepreneurship in Nashville... They are protective of the asset of the writer, of the performer, which is the backbone of our business." [11:43]

Jenny highlights the collaborative and protective nature of Nashville's female leaders, which fosters a sustainable and generational growth of the music industry.

Leadership and Listening Skills

Jenny acknowledges her journey towards becoming a better leader, particularly in the art of listening. Initially more focused on being heard, she shifted her approach after constructive feedback from mentors, recognizing the importance of truly listening to her team.

"Early on in my career, I was more interested in being heard than hearing other people... I had to become a better leader by learning to listen." [13:19]

This evolution has been critical in cultivating an inclusive and empowering work environment at girlillo Marketing.

Resilience and Purpose: Her Memoir

Jenny's memoir, Becoming Girl Lila, delves into her career triumphs, personal struggles, and her courageous battle against breast cancer. In the podcast, she discusses the moments that solidified her commitment to using her work for greater good.

"I felt like I had all this information and I needed to pass it on. It was like my duty to pass it on." [18:22]

Jenny's experiences during the COVID-19 pandemic and the rise of online negativity further reinforced her mission to foster positivity and resilience within her professional and personal spheres.

Notable Campaigns and Projects

Jenny takes pride in the meaningful campaigns spearheaded by girlillo Marketing. She highlights collaborations with organizations like the CMA Foundation and Music Health Alliance, which support music education and musician health, respectively.

"My work with the CMA and the CMA Foundation... roots in public music education for children... Music Health Alliance is helping musicians and people in the industry every single day." [27:08]

These projects underscore Jenny's dedication to leveraging marketing strategies for impactful and socially responsible causes.

Continuous Learning and Future Goals

Despite her extensive experience, Jenny remains committed to continuous learning and adaptation. She embraces the ever-evolving nature of digital media and encourages others to do the same.

"Every single day, there's something to figure out. I walk into my day knowing there's something that's going to challenge me." [29:55]

Jenny's proactive mindset ensures that girlillo Marketing remains at the forefront of the digital marketing landscape, always ready to tackle new challenges and innovate.

Conclusion

Jenny Smythe's story is one of resilience, passion, and unwavering dedication to empowering others within the music industry. Through her leadership at girlillo Marketing and her personal journey chronicled in Becoming Girl Lila, Jenny exemplifies the transformative power of female entrepreneurship and the importance of fostering inclusive and supportive professional environments.

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Notable Quotes:

• "Those first years that I spent working as assistants... were like older siblings in a way." – Jenny Smythe [06:07]
• "The saddest part for me is that I only had the opportunity to work for one woman... Lindy Thurman became that figure in my life." – Jenny Smythe [09:01]
• "17 years later, I was able to create the company that I had envisioned, I wanted to work for, that just didn't exist at the time." – Jenny Smythe [10:00]
• "There's no shortage of amazing female leadership and entrepreneurship in Nashville... They are protective of the asset of the writer, of the performer." – Jenny Smythe [11:43]
• "Early on in my career, I was more interested in being heard than hearing other people... I had to become a better leader by learning to listen." – Jenny Smythe [13:19]
• "My work with the CMA and the CMA Foundation... roots in public music education for children." – Jenny Smythe [27:08]
• "Every single day, there's something to figure out. I walk into my day knowing there's something that's going to challenge me." – Jenny Smythe [29:55]

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This episode offers a profound exploration of Jenny Smythe's impact on the music industry's digital marketing landscape, her personal resilience, and her dedication to fostering an inclusive and empowering workplace. Whether you're an aspiring entrepreneur, a music industry professional, or someone interested in stories of personal and professional growth, this conversation provides valuable insights and inspiration.

Transcript

[Buzz Knight]

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[Buzz Knight]

The saddest part for me is that I only had the opportunity to for one woman. All my other bosses, which I had amazing bosses and mentors that all happened to have been men, but I had one female boss, Lindy Thurman, who I still talk to almost every day, who became that figure in my life. That was the person that I trusted most deeply to give me honest feedback.

[Jenny Smythe]

Welcome to this episode of the Taking a Walk podcast hosted by Buzz Knight. Buzz speaks with musicians, insiders and industry leaders. And today he's got the inspiring story of an insider and leader of the digital media world for musicians. Jenny Smythe is a renowned entrepreneur and the founder and CEO of girlillo Marketing, a leading digital marketing firm based in Nashville. Smythe launched Girl Lilla Marketing in 2008, which has become a powerhouse in digital strategy for notable entertainers and brands. Her memoir, Becoming Girl Lila, shares her journey through career highs, personal challenges, and her fight against breast cancer. Here's Buzz Night with Jenny Smythe on Taking a Walk.

[Buzz Knight]

So, Jenny, welcome to Taking a Walk. It's so nice to be with you. I wish it was in person, but we'll do that sometime.

We will do that for sure.

But since the podcast is called Taking a Walk, I do have to ask you, if you could take a walk with someone, living or dead, who would you take a walk with and where would you take that walk?

I would call my grandmother who was on my. My mom's side, and she lived on this great block in Phoenix, Arizona that had orange trees and grapefruit trees. And so I would just love to. And I used to walk with her as a kid. So I think it would be awesome to be able to do that again. And like, just the idea of, like, how that smelled and the memories and, you know, it was just, it was a. It was a great time and I would think it would be a huge privilege to do that again.

Do you get to take a walk in the midst of your chaotic schedule to just clear the air? Whether you're creatively blocked with something or just need a bit of fresh air, do you go take a walk?

I'm extreme on the walk side. In fact, right now I am training for a 60 mile walk for Susan G. Komen. This will be my second time walking. And so, yeah, I mean, I walked all the way through cancer treatment. Sometimes I could only get up and walk through the distance of my driveway. But yes, walking, running, exercising, all of that, super important to me.

So talk about the early experiences with Elektra, with Hollywood Records. Warner Brothers. Key lessons that came out of those experiences that have shaped you to this day.

So many. I mean, truly look back at that as I, I say this a lot. I didn't go to, we moved around a bit, so I didn't have that high school or grow up with the same people experience, you know, where you would kind of go back and see each other and have a reunion or anything like that. And so those first years that I spent working as assistants, as an assistant in some of those places that you mentioned were formative for me as growing into an adult. And so not only were those jobs, jobs that sustained a very expensive city rent that I had to make every single month, but they were also like older siblings in a way. You know, people that taught me how to get insurance and, you know, people that I would talk about dating with and, you know, my friend groups all came from, from all of us being at the same level at some of those companies. So while I was truly learning a skill and understanding a business, I was also learning how to be an adult and learning how to be a good friend and, but, you know, building a professional network and, and really those are still some of the people that I talk to every single day now.

And when you came out of those particular experiences, you really didn't see over the horizon what you would become with your guerrilla marketing company. Right? That was not even in your sights.

Not even, not even close. I mean, I, the only thing I knew is that I wanted to work at a record company. So the day that I went on full time payroll at Elektra Entertainment, I was 19 years old, I made $19,000, I had health insurance and I thought I'd made it. That was it. Like, I got, I got out, I got in the door, I got a job in the city that wanted to be in, in the industry that I wanted to be in. And so everything that's happened to me since that day, there's been terrible things, you know, but like, from a professional standpoint, you couldn't have told me anything other than I had made it.

And can you express how difficult then and now it is being a woman in the entertainment and music business?

I think for me, certainly I've had some spicy moments happen to me. But the saddest part for me is that I only had the opportunity to work for one woman. All my other bosses, which I had amazing bosses and mentors that all happen to have been mentioned, but I had one female boss, Lindy Thurman, who's I still talk to almost Every day. Who became that figure in my life. That was the person that I trusted most deeply to give me honest feedback. And. And it became a very maternal relationship. So the. That was. I feel like I missed opportunities to have more amazing female mentorship. So when I had the chance to. And I always had female co workers, so that, you know, that wasn't it. But just to have a boss, you know, a female boss that you could look up to, so you could see yourself like there's. There is a place for me here, you know, So I decided to turn that sadness into action. And. And subconsciously or consciously, I can't. I can't confirm, because I would love to say it was my idea ever since I was X, you know, but that's just not the case. The. The case is that as I went on, I only really hired mostly females, and I am most comfortable in that environment. And it makes me proud that 17 years later, I was able to create the company that I had envisioned, I wanted to work for, that just didn't exist at the time.

Reflect for a bit as someone based in Nashville, and when you think about the incredible amount of very strong women that are working in Nashville, we've had a couple of them on the podcast. Carrie Edwards, Martha Earls, as examples. When you sort of observe the landscape. Give me your perspective as a female leader, how you observe the female leadership in Nashville.

Well, you know, it's funny is that in digital media, we've always been female heavy. So some of the first departments that I ever saw females lead were digital marketing. They called it new media at the time. And so I've seen it. I've seen. Seen it. Even if it was my competitive, you know, a competitive company, I've seen it. I've been friendly. And I. And I will say that being in Nashville, I'm surrounded more by women than any other time in my career. And that could just be the time in my career as well. But there's no shortage of amazing female leadership and entrepreneurship in Nashville. And I think a big part of that is what I love about the Nashville side is that a lot of the. The women that I look up to are on the creative side and on the songwriting side and on the management side. And so I feel like they are protective of the asset of the writer, of the performer, which is. That's the backbone of our business. And so it is lovely to see the level of protection that we have on those precious assets, because it really does allow for us to continue growing for generations to come.

Where did you learn to be a great listener.

I don't know. I think my husband would argue with you on that. I think he would. I think he would fall out of his chair if you said that to him. I don't. I don't know. I think by mistake, because early on in my career I was much more interested in being heard than hearing other people. And I was quick to be the first person to speak up in a meeting because I wanted everyone to know how smart I was and how great my idea was or how right I was, you know, like, which in turn meant let me tell somebody else how wrong they were. And I had a couple of bosses that really sat me down and, you know, gave me some directions that I definitely needed in order to become a better leader.

[Jenny Smythe]

We'll be right back with more of the Taking a Walk podcast.

[Ryan Seacrest]

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[Jenny Smythe]

Welcome back to the Taking a Walk podcast.

[Buzz Knight]

The subtitle of the book, Becoming Gorilla, is My Journey to Unleashing Good in Real Life, Online, and in Others. So when did that epiphany occur? To use your work for a greater good?

So it happened simultaneously in a couple different areas in my life. The first area was I unfortunately, lost. Right around the same time that I was ill, I lost three people that were very important to me, two of which I worked with or, and one that I worked for. And they were incredible leaders and incredible human beings that had bestowed a ton of knowledge to me. And I felt like I had all this information and it. And I needed to pass it on. It was like, my duty to pass it on. So I just kind of sought out to, like, just start writing those lessons down. And that was mostly business lessons, but, like, formative work place lessons, also lessons that we've all. You know, I've been on the digital side for so many years now that I've seen the cycles repeat themselves. And so I didn't want to waste any more time. I wanted to give people the cheat sheet, you know, the Cliff Notes, to, like, hey, this is what this looks like, and this is how you deal with it. Let's move on and go. Go do something important. The second part of that was Covid. You know, like, all of a sudden, people that I loved were isolated, and I just saw such aggression and negativity online in a time that we should be coming together, that for once, it kind of affected me. And I have a tough. I have a tough skin. Like, this isn't. You know, I'm on the Internet all the time. I see all the bullies. I see all the horrible things that people say to each other, but it wasn't my friends, it wasn't my family, you know, and going through some of the political shenanigans that all of us have been, you know, going through for the last couple of cycles is just very hurtful to see people lose themselves, you know, in their friendships over something about that they read on Facebook. And so I felt like, you know, it was kind of one of those situations that you find yourself in when you're of a certain age where you're like, yeah, we should do that. We should do that, too. Who's going to do that? And then you realize, you look around, you're like, oh, that's me. Okay, I have to do that. I have to carry that ball forward. I'm the one with the information that I can share. And so for the first time in a long time, I was I wasn't, I wasn't worried about having an opinion. You know, most of my career has been built on being behind the scenes to help other people, no matter what their opinion is, carry out their message in a way that, you know, they're, they're able to, to the best of their ability. And now I'm sort of, of the, of the mindset that, you know, we all need a, need a little bit of a reset.

So what if we put all of your employees with you in a conference room and then you walked out and we asked them to speak about what it's like to be led by you to work for your company. What do you, what do you, what would your employees say?

They're all so incredibly different. In our little office, we have a microcosm of the whole world with, in terms of opinions and backgrounds and passions and, you know, all of that. But I, I would hope that they would. They, I mean, there's going to be some jokes, you know, I mean, for sure, because like, we are an entire building of, you know, sarcastic, witty, quippy women. But I would like to believe that they would say that I respect them and I respect the differences and that I listen to them and that they ultimately feel empowered to make the best decisions that they can.

How do you size up future employees? What do you, what, what's the keys to hiring? Great.

That's a, that's a really good question because I would, I would chat. There's so many talented marketing people, but there aren't. The chemistry in the building is so important. So by adding another person, we really can throw the balance off. Or when somebody who is prolifically influential and the building goes on because they get like a great opportunity or whatever, it can, it can ricochet pretty, pretty wildly in the building, not only for our own chemistry, but also for our clients that grew close to them. But I think my biggest flex of being a small business owner and being a digital marketing person is that we actually have retained people for a long time, which, historically speaking, this side of the world can be rather transient. So that's, that's probably my biggest flex.

The day we're recording this, the day before a situation occurred where Napster was just sold. I wanted to get your, your take on. When you hear that news and you hear about Napster over so many of our years of our career, what you.

Think of this just, it's so boring. Like again, like how many times, you know, and at the end of the day, I think from a branding perspective, no matter who buys and how much money you put behind a certain brand if there is a feeling of, you know, distrust or there isn't a affinity. I think those of us that went through the first round of Napster, you were either Team Napster because you were like downloading the shit out of those, out of those songs. That was me. I was like, this is great. I don't want to get sued by the riaa, but like, this is also great, you know? And then from a marketing perspective, you're thinking, okay, sure, this is illegal downloads, but at the end of the day, isn't this giving us information that we can use to inform our strategy in the, in the straight world? You know, to say, like, what songs are actually, like, what are people pursuing versus, you know, how arrogant were we in the music business to say when you're gonna listen, you know, what songs you're gonna listen to and you're gonna like this song, and you're gonna like this song for 40 weeks before we even release it to you, to where you can buy it. That, that was what we were doing. So then you have the opposite, you have the, the exact opposite feeling of affinity for Napster for some people, which was also valid, by the way, that it ruined the music business. So I don't know how many times you try to rebrand that or you resell it. Especially when you have players in the field like Spotify and Amazon and Apple Music that are. They come with their own set of affinities and also affection and the opposite. But nothing is ever going to be Napster. Like, I just, I would be. I. You. I hope I'm wrong and, you know, whatever, but I just, I don't see it as a brand that any, anybody in the music business with any kind of memory ever sees being a major player again.

So can you brag a second with a couple of maybe examples of some campaigns for some artists that your company has recently done that, that you're really proud of?

I. I will tell you, I get asked this question a lot and darn.

I shouldn't have asked it.

Oh no, it's a great question. You know, the other question that I get asked a lot, but I want to say that I am most proud of when one of our clients is passionate about a cause or a nonprofit or has the ability to shine light on an important matter and they use their platforms in a creative, respectful way to do that. I will also say that my work with the CMA and the CMA foundation, even though it's not my direct work, but the idea that our genre performs for free to basically bankroll the CMA foundation, which is rooted in public music education for children. And my. It's just. It's so unique to Nashville and to country music. I mean, we do see amazing campaigns of people coming together. We just saw it with the Wildfire Fund, but consistently, quietly, without any credit. You know, just the millions and millions of dollars that get funneled into music education in. In. In our country. Not just in Nashville, not just in Tennessee. That is amazing. And then I would also say that Music Health alliance is, I think, boots on the ground helping musicians and people in the music industry every single day. I mean, from, you know, dental care to heart transplants. And the idea that we would create that Tatum Allsep would create a company, a nonprofit that takes care of an entire community. That is what I think is amazing about music and specifically about Nashville and almost every single one of my clients, of course, you know, I'm. I are either already involved with either of those organizations, or I have the opportunity to tell them about opportunities that they can plug in. And so that is. That is what I'm most proud of.

In closing the book, Becoming Gorilla. It's a lot about, you know, resilience, authenticity, but it's also about continuous learning. So what are you still trying to learn?

Everything. I mean, kids that humble me. My husband is also an entrepreneur, so he's always doing something. And neither one of us are afraid to fail. If you fail, you're like, okay, you know, like, well, anyways, we move on. But for me, every single day, there's something to figure out. So I just know that I walk into my day knowing there's something that's going to challenge me. And so I'm not. I'm not derailed by that, you know, or the strategy that I laid out on Tuesday, on Thursday is obsolete. That happens a lot. But I will say that I have come to a certain age where, you know, I. Impatient. I listen to everybody's big plans, and just like the cycles that we were talking about earlier, I'm like, have you thought about this? And there's a. Like, no, I've never. I haven't thought about that. I'm like, okay, well, like, that's kind of my skill now, right? To be the person that can poke holes in some of the plans. And it used to be, especially in digital media, you needed to be first and you needed to be fast. And that is not the case anymore. We don't have to reinvent the wheel the whole time. And we don't have to be the first person to do as many things as possible. So the idea that we can be creative and thoughtful and not only in what we put out there, but how we communicate with people, it's just a, it's, it's, it's part of the ethos, you know, so I think people forget that sometimes. So being able to remind them that it's, it's, it's Instagram. You know, at the end of the day, if you're having this much stress out, stress about it or you are feeling, you know, overwhelmed by it, like you can, you can take a break, you can, there's ways to work around it. And I get the same questions from musicians as I get from my mom, friends. You know, I, as I get from big brands. Like, everybody is concerned about safety, everybody's concerned about data, everybody wants to have more followers and more engagement. So it's the same. So I try to answer some of those questions in the book and hopefully my hope is that when people read it, they feel a little better about it.

The book is great. Congratulations and I appreciate you spending time. Thank you so much on Taking a Walk. Thanks Jenny.

Appreciate you.

[Jenny Smythe]

Thanks for listening to this episode of the Taking a Walk podcast. Share this and other episodes with your friends and follow us so you never miss an episode. Taking a Walk is available on the iHeartRadio app, Apple Podcasts, and wherever you get your podcasts.

[Ryan Seacrest]

Hey, it's Ryan Seacrest for Albertsons and Safeway this spring. Refresh your spring personal care Items and earn 4 times points on all your favorites when you shop in store or online. Earn 4 times points when you shop for items like Pantene shampoo, Gillette Fusion 5 razors, secret body spray, Always Pads, Loves Diapers, Pepto Bismol and Nervive Nerve Relief Cream. Then use your rewards for discounts on groceries or gas. Offer ends May 20th. Restrictions apply. Promotions may vary. Visit albertsons or safeway.com for more details.

[Unknown]

Behind every successful business is a vision. Bringing it to life takes more than effort. It takes the right financial foundation and support. That's where Chase for Business comes in. With convenient digital tools, helpful resources and personalized guidance, we can help your business forge ahead confidently. Learn [e-mail] business chase for business make more of what's yours the Chase Mobile app is available for select mobile devices. Message and data rates may apply JP Morgan Chase Bank NA Member FDIC Copyright 2025 JPMorgan Chase & Co. Hey, Jenice.

[Buzz Knight]

Torres here and I'm Austin Hankwitz we're.

[Unknown]

The hosts of Mind the Business Small Business Success Stories produced by Ruby Studio and Intuit QuickBooks.

[Buzz Knight]

Catch up on seasons one and two.

[Unknown]

And join us for a brand new.

[Buzz Knight]

Season of the podcast as we talk to small business owners about how they.

[Unknown]

Manage and grow their businesses with the help of platforms like Intuit QuickBooks.

[Buzz Knight]

Listen to mind the Business Small Business.

[Ryan Seacrest]

Success Stories on the iHeartRadio app, Apple Podcasts or wherever you get your podcasts.

[Unknown]

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[Ryan Seacrest]

Are you still quoting 30 year old movies? Have you said cool beans in the past 90 days? Do you think Discover isn't widely accepted? If this sounds like you, you're stuck in the past. Discover is accepted at 99% of places that take credit cards nationwide, and every time you make a purchase with your card, you automatically earn cash back. Welcome to the now it pays to Discover. Learn [e-mail] credit card Based on the February 2024 Nielsen report, you're listening to an iHeart podcast.