Company
Green Mountain Lodge
Green Mountain Lodge, as described on the show by Josh Greenberg.
Episodes (2)
Josh Greenberg of Green Mountain Lodge explains how superfans are defined by engagement and how artists can build recurring revenue with productized offers.
Josh Greenberg, founder of Green Mountain Lodge and former Red Bull and Spotify executive, traces how technology took over the music industry.
Questions these episodes answer
How are superfans different from traditional fans?
Superfans today are defined by engagement instead of spending. They are the people deepest in an artist's funnel who have the most potential to buy, but only some want to be a commercial revenue source.
From: Evolving Fandom: Monetizing Engagement in the Digital Age
How do Eastern agencies monetize fandom differently?
In Korea and Japan, agencies spend $100,000 to $300,000 training each artist and make those costs visible to fans. Fans feel an obligation to help artists recoup that investment, so agencies constantly release new products for them to buy.
From: Evolving Fandom: Monetizing Engagement in the Digital Age
What practical recurring revenue models did Josh Greenberg discuss?
He cited Neil Young charging $3 a month for his full archive, James Blake charging $5 a month for his vault, and a DJ who charged $30 a month to ship a handpicked record.
From: Evolving Fandom: Monetizing Engagement in the Digital Age
Why did Goldmill fail to get artist adoption?
The platform asked artists to move their fans into a new system and add extra work. Josh Greenberg learned that products must integrate into the systems artists already use, like social media, streaming, and email.
From: Evolving Fandom: Monetizing Engagement in the Digital Age
How did Josh Greenberg get his start working with Red Bull?
Greenberg was playing drums at a show at the Troubadour in Los Angeles and drank a Red Bull on stage. Afterward a Red Bull rep approached him at the merch booth, and the conversation grew into an unpaid side project advising Red Bull on music culture, which became a full-time role by his junior year of college and led to 15 years with the company.
What did Josh Greenberg do differently in his marketing role at Spotify?
Spotify hired Greenberg for a role built around executing marketing at conferences like South by Southwest, but he argued Spotify should instead turn its own platform features, like a playlist or an album debut, into physical live experiences that connect fans directly with artists, using Spotify's listening data to design events such as a RapCaviar Live show built around a city's actual listening habits.
How did the launch of the iPod and iTunes shape today's music industry, according to Josh Greenberg?
Greenberg says it was Apple that professionalized the music industry rather than the labels: the iPod pushed consumers to fill it legally through the iTunes Store, so labels built digital distribution pipelines to feed that store. Spotify later plugged into those same pipelines, which is why today's metadata and distribution problems trace back to that original iTunes setup.
What is Josh Greenberg's advice to music entrepreneurs about AI?
Greenberg says entrepreneurs do not have to embrace every new technology, but they do need to understand it. He points to AI as the current version of past shifts like piracy and streaming: people who engage with the tools early can shape how they get used, while those who reject them without understanding risk being left behind by the change instead of prepared for it.