Building, Pivoting, and Evolving: Julie Hurwitz on Leadership in the Music Business

In this episode, host Michele Kawamoto Perry welcomes Julie Hurwitz, Founder and CEO of Songbird Creative, to explore her journey from early record-label roles to building a boutique music licensing and strategy firm. Julie reflects on what it takes to hire well, build scalable systems, embrace automation, and pivot into new opportunities — including launching a recruiting arm to meet emerging industry needs. She also offers an inside look at guiding brands and artists through the complexities of sync licensing and the ever-evolving music landscape.

Throughout the conversation, Julie shares leadership insights on decisiveness, accessibility, mentorship, cultivating a team ethos rooted in music and respect, and preparing for the future as AI reshapes the industry.

Connect with Julie Hurwitz at https://www.linkedin.com/in/juliehurwitz/

Learn more about Songbird Creative at https://www.songbirdcreative.com/ and on Instagram at https://www.instagram.com/songbird.creative/.

Check out the Songbird Creative Jumbo List at https://tinyurl.com/mutdw8hx

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Discover more about host Michele Kawamoto Perry and The Forward Project’s expertise in culture transformation and leadership development at www.theforwardproject.co.