This week we have the honor of introducing you to the founder of the music company, 3V Method, Alex Valenti! Check out her interview below to learn more about how she got her start in the industry and how she worked her way to become her own boss.
Introduce yourself to us! What do you do in the industry? Where are you from?
My name is Alex Valenti. I’m from Manchester, Massachusetts. I run a music company called 3V Method that has arms in management, publishing, and records. We have services in house such as a creative studio, digital, A+R, etc. to provide our managers, and tiers of rights management to be utilized as we see fit with our clients and artists we hope to partner with outside of our collective.
How did you get your start in the industry, and how long have you been in the industry?
One of my majors when I was in school at USC was music industry. It was one of those programs where everyone interns year round. I worked everywhere from an entertainment law firm to Republic Records to BMG. It was a great learning experience and I ended up using that to manage some of my own clients while I was still in college and ultimately built a business that I brought into Direct Management my junior year of college.
When did you know being in the business is what you wanted to do? Was there a specific moment where you were like “oh god, this is what I want to do for the rest of my life”?
I have always been a straight shooter. I thought I would be an entertainment attorney because of that, and that’s what I mainly studied in school. I ended up realizing I love the creative side of the business too and actually am quite musical. So it ended up making sense that I do management because you get to do a bit of everything from negotiation, to building records, etc. I think I knew I wanted to do this for the rest of my life when I went to a Coldplay concert when I was 10. I was so fascinated by Chris Martin and the live show. I wanted to be part of it and build acts to that point. I’ve been listening to Coldplay since the early days, so I was fascinated to see their world come to life in person.
Is there anything you struggled with (or even still do struggle with) being in the industry?
I think I struggle often with the constant competition between peers my age. That’s just not who I am. I am all about a good competition, but I’d rather bring my peers up and have everyone win than leave someone hurting and bitter. I think it’s also a massive ego thing too. I always tell everyone I work with, you don’t want to be that person that’s known more than your artist. You’re in this for the art, not yourself. I’ve learned to really just put the blinders on and go full speed ahead. There’s a lot of people that want you to lose and you just need to surround yourself with people that have similar values and mindsets. I think this is more important than ever being a young woman. I owe it to the next generation of women to help change this mindset.
What is the best part of your job? Why?
Getting in early on things and seeing them come to fruition. There’s nothing better than developing something from the bottom when no one sees it and having a moment where it starts to connect. It’s so rewarding to see your client win.
Is there someone who you consider as your mentor in the industry?
Jaqueline Saturn at Caroline is someone who has recently come into my life who has given me invaluable advice. She’s taught me to be patient and to bet on myself and artists that I really believe in. She’s someone that’s in it for the long game and wants to grow with you. She’s one of the few women I’ve worked with who actually goes out of her way to be a good person and just check in to ask about things outside of work too. Sometimes that’s more important than ever - just knowing you have a friend who has been through it that has your back. Jaqueline was the first outside partner we brought into my business and I’m so lucky to continue building our label with her.
I’d also add Audrey Benoualid to this list who is not only a mentor, but my spirit animal and a bad ass who is going to take over the legal world. Audrey has an unparalleled work ethic and has actually taken the time to explain things to me I don’t understand because she wants me to grow and win. She was recently promoted to partner and I think is an inspiration to all women who want to go into entertainment law. We need more female attorneys.
What made you want to start your own business?
I feel like there’s a lot of people that aren’t value first in this industry. They don’t see things like mutual respect and equity as something that drives them to do good work. I wanted to change that and build a company that was value first. What actually inspired this is working with the first client I started my business with, Peach Tree Rascals. I said to them, “what are the three values that drive you to do good business?” That became a precedent and question I have asked and will continue to ask all people whether it be an artists, employee, or partner that I work with moving forward. It doesn’t need to be the same three values as me, but working with someone with a vision and clear identity of what drives them to do good, is so important to me. I have intentionally built a team of people around me and my artists that exemplify this and I strive to continue to do that.
Who are some of your clients?
On the artist side everyone from Peach Tree Rascals, to CLAY, to 19&YOU, to Kayden, to Jon Waltz. I also manage writer/producers like Gabe Reali and Ryan Raines of BOYCO, lixa, and Mick Coogan. My clients are independent to published, to with a label. They work with people from Bad Bunny to Dominic Fike to Zara Larson. We’re totally across the board.
What is something about publishing that you think everyone should know?
Don’t sign too early. Your writing is one of the most valuable parts of your business and you should never go into a deal with less than favorable terms.
What was your first job working with Katy Perry?
I was brought in by Katy’s manager Bradford when I was a junior in college to Direct Management via another mentor, Sue Drew at Kobalt. Bradford was the best and taught me Management 101, everything from what to look for in a deal to how to build a joint venture. I appreciate Bradford for taking a chance on me. He’s one of the best in the game and has built one of the biggest artists in the world with zero ego to his name whatsoever.
What advice do you have for women who want to get their start in the music industry?
Surround yourself with other women that want you to succeed. Also, learn everything you can about every aspect of the industry and be well informed on current events.
Have you ever been turned down or not taken seriously because you were a female in the industry? What did you do when put into that position?
All the time. Literally… weekly. I was once told that I wasn’t qualified to be part of a conversation because it was “a guys thing…” amongst a variety of other bizarre micro- aggressions. I’ve learned to calmly take a step back, take a breath, and just call people out for it. It’s unacceptable. This is 2021, everyone deserves a seat at the table. If you don’t politely call people out for what they’re doing and explain why their behavior is problematic, you are part of the problem and certainly not helping any growth or progress for generations to come.
What are some of your other hobbies? What do you do in your free time (which we know can be very hard to find)?
I love to read and watch documentaries. Sometimes I find our industry to be larger than life, so I like to engage myself in media that actually brings me into the real world. I also am still a loyal Trojan, I’m part of the USC Entrepreneur’s Network and regularly attend football games. I’m also fortunate to have family and many good friends that I spend a lot of free time with. I love a good laugh, so I try to surround myself with people that see the humor in things. My friends and family are so important to me; they’re the one pillar of support that’s always consistent.
Who is your all-time favorite artist?
There is simply no way for me to answer this question. Some of my favorites are Frank Ocean, Fleetwood Mac, Coldplay, The Beatles, James Blake, Kacey Musgraves, Adele, Carole King… I’m all over the place.
What is something you can't live without?
Diet Coke. I’m embarrassed to say I go through Costco sized cases way too often.
Go-to Karaoke song?
This is a tough call… but, I generally have three ready to go:
Pimpin’ All Over The World - Ludacris
Too Little Too Late - JoJo
Treat You Better - Shawn Mendes
Tea or Coffee?
Coffee. Venti. Every day. Starbucks. Two a day.
First concert you went to?
Kiss 108 Concert in Boston for our local Kiss Station. I remember Hilary Duff, Fergie, and Rihanna played and it was an eclectic mix of icons.
What’s something that you always have on you?
Who is your dream artist or band to work with?
Adele. I’d love for one of my writer/producers to land an Adele cut.
What does a typical day at work look like for you?
I wake up at 6:30 or 7, work-out and walk the dog, eat breakfast, work until 6:30, show or friend/hang until 8:00, work until 10:00 - unless I’m watching a documentary (which has been often during quarantine LOL), bed at around 12:00.
Where do you see yourself in five years?
I hope to continue to build 3V into a successful business that continues to grow each year. I’m truly excited for my clients and everyone at the company to continue to get great wins.
What do you hope to see done in the industry within the next few years?
I hope that Tik Tok starts to pay artists / writers / producers, and that the industry becomes more favorable as a whole for writers and producers. I also would love to see more executives taking bets on career acts rather that viral successes.
What are you most proud of?
Sticking true to my gut and passing on things that are not true to me or what I’m trying to build, regardless of the opportunity being lucrative.
Lastly, what saying do you live by?
“Less ego. More excellence. Less talk. More do.” - Robin Sharma, a leadership expert
“Power’s not given too you. You have to take it.” - Beyonce