NativeAdVantage 10-Q2BA:

(10 Questions 2B Answered)

What do you do best?
What makes you the best?
Biggest success?
What are your aspirations?
Most challenging moment?
Favorite Motto?
Favorite People?
Favorite Places?
Favorite Products?
Current Passions?

Featured NativeAdVantage:

Andy Weir: Author of "The Martian"

John Philipson: VP, Six Senses Resorts

Tom Sito: Chair of Animation, USC Film School

Elizabeth Wynn: Broker, Sotheby's RE

Leonard Greenhalgh: Professor, Tuck-Darmouth)

Ryan Blair: NY Times Best Selling Author/Entrepreneur


Featured NativeAdVice:

Shai Reshef: Founder of University of the People

Paul D'Arcy: SVP of Indeed

Susan Hatje: GM of Mandarin Oriental, NY

Dan Laufer: Co-Founder of RentLingo

Hilary Laney: President of Tri-Digital

Greg Marsh: Co-Founder of onefinestay

Omar Qari: Co-Founder of Abacus

Gabriell Weinberg: Founder of DuckDuckGo

Stacy Rauen: E-I-C of Hospitality Design Mag

Jon Gray: CRO of HomeAway

Joe Speiser: Co-Founder of

Ben McKean: Co-Founder of HungryRoot

John Boiler: Founder/CEO of 72andSunny

Wayne Pacelle: CEO of The Humane Society of the US

Tom Guay: GM at The Sagamore Resort

Dr. Alejandro Junger: Founder of The Clean Program

Rob Flaherty: CEO of Ketchum

Neil Thanedar: Founder/CEO of LabDoor

Andy Grinsfelder: VP of Sales/Marketing, Delaware North Resorts

Laura Frerer-Schmidt: VP/Publisher of Women's Health

Avi Steinlauf: CEO of

Kathy Bloomgarden: CEO of Ruder Finn

Gabriel Flateman: Co-Founder/CTO of Casper

Mark Bartels: CEO of StumbleUpon

Bill Hagelstein: President/CEO of RPA

Adam Singolda: Founder/CEO of Taboola

Jonathan Plutzik: Proprietor of The Betsy-South Beach

Jessica Scorpio: Founder/VP of Marketing at GetAround

Ralph McRae: CEO of Leading Brands

Warren Berger: Bestselling Author

Liz Kaplow: Founder/CEO of Kaplow Communications

Dave Girouard: Founder/CEO of UpStart

Dave Asprey: Founder of BullectProof Executive

Douglas C. Smith: President of EDSA

Val Difebo: CEO of Deutsch NY

Guido Polito: CEO of Baglioni Hotels

Doyle Graham, Jr.: CEO of Valencia Group

Oscar Farinetti: Founder of Eataly

Angelo Sotira: CEO of DeviantART

Ali Khwaja: CFO of Safecharge

Zach Erdem: Proprietor of 75 Main

Jim Beley: GM of The Umstead Hotel

Alexis Gelburd-Kimler: Proprietor of West Bridge

Elie Georges: Proprietor of Hotel San Regis

Kalen Caughey: Founder o VOKE Tab

Michael Friedenberg: CEO of IDG

Donna Karan: Founder of DKNY

Edward Nardoza: Editor-in-Chief of WWD

Scott Dadich: Editor-in-Chief of Wired

Rhona Murphy: Former CEO of The Daily Beast

David J. Pecker: CEO of American Media

Lilian Roten: VP of Swissotel Hotels

Kenny Dichter: Founder/CEO of Wheels Up

Joshua Tetrick: Founder/CEO of Hampton Creek

Paul James: Global Brand Leader of The Luxury Collection

Dr. James Wagner: President of Emory University

Amy Thompson: President of ATM Artists & Management

Neil Gillis: President of Round Hill Music

Brett Matteson: President of Columbia Hospitality

Jonathan Reckford: CEO of Habitat For Humanity

Phil Harrison: President/CEO of Perkins+Will

Chef Bill Telepan

Tony Horton: Founder of P90X

Beth Weissenberger: Co-Founder of The Handel Group

Michael Fertik: Founder/CEO of

Dana Cowin: Editor-in-Chief of Food & Wine

Bob Proctor: Chairman of Proctor/Gallagher Institute

Dennis Turcinovic: Owner of Delmonicos

Vittorio Assaf: Co-Founder of Serafina Restaurant Group

Shafqat Islam: Co-Founder of Newscred

Matt Williams: CEO of The Martin Agency

Bruce Rogers: Executive Chef at Hale & Hearty

Caleb Merkl: Co-Founder of Maple

Candy Argondizza: VP of Culinary at ICC

Neil Sazant: President of The Sagamore

Matt Straz: Founder/CEO of Namely

Terry Couglin: Managing Partner of Marta/Maialino

Andrei Cherny: Co-Founder/CEO of Aspiration

Ronen Nissenbaum: Managing Director of Waldorf Astoria NY

Patrick Godfrey: President of Godfrey Q

Sarah Berman: Founder/President of The Berman Group

Michael Schwartz: Owner of Genuine Hospitality Group

Stephan Aarstol: Founder/CEO of Tower Paddle Boards

Peter Shaindlin: COO of Halekulani Corp.

August Cardona: Founder/CEO of Epicurean Group

Nick Kenner: Co-Founder of Just Salad


Brad Serling: Founder,

My NativeAdVice:


"A Johnny Appleseed of online concert recordings," according to The New York Times, Brad Serling has been active in the digital media space for 20 years. Established artists ranging from Phish to Metallica to the Grateful Dead turn to Brad for advice on digital distribution of their content. Serling started in 1993 as a way to share the tapes he was making of Grateful Dead and Phish shows. With the artists’ blessing,’s non-commercial live music download site mushroomed to 3 million free downloads a month by 2000. Seeing the business potential Serling had tapped into, The Grateful Dead hired Brad as a consultant in mid-2000. The Dead put Phish in touch with Serling and by 2002 went from fan site to paid download provider with the launch of Today, 115 million downloads later, hundreds of artists and labels partner directly with to distribute music directly to their fans. A tastemaker among fans, Serling hosts a show each week on SiriusXM’s Jam On channel, “The Weekly Live Stash,” showcasing the week’s best live music. Additionally, Serling is a regular guest on Bruce Springsteen's E Street Radio channel. In the Fall of 2016, MTV tapped Serling to produce the Live Stash, airing Sunday nights at 9 on MTV Live.

How did you get into the industry?

In 1990 I started taping Grateful Dead concerts, and later Phish. Within a few years it got so time-consuming copying my tapes for all the friends who wanted to hear them that I called  the Grateful Dead and asked their permission to post copies of my tapes on a web site for people to download. They said “What’s a web site?” (This was 1994). They went on to say “do whatever you want, just don’t rip us off!”

By 1997 I had registered the domain “” and started posting MP3s of my Phish and Grateful Dead tapes there as free downloads. Traffic mushroomed  to 3 million free MP3 download per month off within a few years.  In June of 2000 I got a call from the lawyer who represented both Phish and the Dead at the time who said “we either need to shut you down or go into business with you.”  I sent him a business plan and the next thing I knew I was hired by the Grateful Dead and sitting in a meeting in San Francisco with members of the Dead, Pearl Jam, their attorneys, and tape archivists.  The business side of was born.

Any emerging industry trends?

Fans expect everything to be available everywhere at all times. It’s truly an on-demand world, and finally the rights holders are recognizing that and developing businesses around that instead of being afraid of it.

Any industry opportunities or challenges?

The biggest challenge we’re facing is the licensing of video content. The lack of a Congressionally-set rate for video rights like there is for mechanicals is making it very difficult to grow a business when you’re creating new content on a nightly basis.

Inspiration for the business idea, and your vision for the Business?

The business grew out of a necessity. I wasn’t starting a business when I started I was serving a need. People wanted copies of my tapes, there wasn’t enough time in the day to copy them, and the web offered a means of mass distribution. I was operating as a fan site under the good graces of the artists who owned the content and allowed non-commercial distribution of their IP.  Because I was doing it well and was not actually ripping them off, they were interested in going into business with me. I suppose it didn’t hurt that I had legitimized myself in their eyes by having a “real” job as CTO of a pioneering VOD service, CinemaNow, which was the first company to license movies for download and streaming from all the major studios at the time. I was able to lay out my vision to the relevant stakeholders of applying the CinemaNow model of pay-per-download or pay-per-stream to their live material, and I could prove there was demand by showing the stats from the free download site. And, most importantly, I could deliver on that vision.

What's next for the Business in the near future?

The near term will see growth in’s subscription services and increasing frequency of our pay-per-views. We just completed a run of 12 PPVs in 7 days, so it’s been great to have such heavy rotation on

Your key initiatives for the success of the Business?

We’re constantly improving the fan experience across’s services, whether it’s improving the broadcast quality of an HD webcast or making our streams available across more devices, or breaking ground with new audiophile formats for our loyal download customers. We’re always looking for ways to improve our own personal enjoyment of the live music we’re delivering, so we’re sure that whatever would make it better for us will make it better for other music fans out there. Innovation always pays dividends when it results in better quality of service.

Your most difficult moment at the Business? (and what did you learn?)

Frankly, Phish breaking up in 2004 was a rough one!  We had turned from a fan site into a real business with Phish in 2002, and then they broke up a year and half later. Our biggest client at the time going off the road for what seemed like for good really highlighted the vulnerability of our business. Our success is largely tied to the whims of rock stars. Rock stars have a propensity toward conflict, drug abuse, over dosing, and other textbook rock’n roll debauchery. Tying your fortunes to that can be a roller coaster ride to say the least. Thankfully we signed Metallica right at the same time Phish announced their break up, so that carried us through in a big way and the business grew from there.  The lesson learned was a bit cliche but it holds true: don’t count your chickens before they hatch, and never rest on your laurels.Ideal experience for a customer/client?

What I hear the most from our customers when I meet them at a show is how we’ve changed their lives or saved their marriages. Usually both at the same time. By allowing the typically middle-aged dad with kids to spend Friday and Saturday night on the couch watching Phish live on their home theater system has kept a lot of families together. Dad’s no longer running down to Hampton Coliseum for a Phish weekend with the boys. He can stay at home and enjoy a clean bathroom while smoking some ribs on the back porch with the kids.

How do you motivate others?

Without passion, work suffers. Thankfully, we have artists on our roster that inspire our employees on a deep emotional level.  Most of the people who work here would spend all day listening to their favorite band even if they didn’t work here. So the fact that they can do that and get paid for it is a huge motivational factor.  It’s really the only way can compete in the San Francisco market. We’re up against Spotify, Facebook, Pandora, Google, and Apple when we interview candidates. We can’t offer perks on the level of the titans of Silicon Valley, but we can provide a steady diet of tickets, downloads, and streams of their favorite bands!

Career advice to those in your industry?

What seems obvious to you isn’t obvious to an artist or their manager. We’re all motivated by different factors, and it is unreasonable to assume that your next great idea will move the needle for an artist.  We work closely with artists who’ve sold hundreds of millions of albums in their storied careers.  Something that seems like a no-brainer can take weeks or even months of cajoling to execute. Be prepared to hurry up and wait, and then don’t be surprised when they ask why it isn’t done yet!