Jennie Smythe Unveils Valuable Marketing Insights in Her New Book, Becoming Girlilla
Marketing innovator Jennie Smythe, founder of Girlilla Marketing, has been a dynamic force in the industry since 2008. With a rich background that includes stints at major players like Hollywood Records, Yahoo Music, and Elektra, Smythe has been at the forefront of digital marketing during a transformative era for the music industry.
A Unique Perspective on Digital Marketing
Reflecting on her journey, Smythe emphasizes the unique circumstances that placed her in the right time and place. “A portion of it was just being in the right place at the right time,” she recounts in an interview with Billboard. During the turbulent days of Napster, when the industry clashed with the changing landscape, Smythe emerged as a voice advocating for understanding and adaptability. “There was a shift from the industry dictating what people should enjoy to responding to what audiences genuinely desired. It was truly a moment to ‘flip the script’.”
Girlilla Marketing’s Impact Today
Today, the powerhouse behind Girlilla Marketing comprises a talented all-female team specializing in social media strategies, content creation, online audience growth, and digital monetization. Smythe has collaborated with notable artists such as Willie Nelson, Darius Rucker, Blondie, and Dead & Company. Her contributions extend beyond marketing; she chairs the CMA board and participates on the boards of the CMA Foundation and Music Health Alliance, emphasizing her commitment to the music community.
Introducing Becoming Girlilla: A Memoir of Adversity and Growth
Smythe is putting her wealth of experience into words with her memoir, Becoming Girlilla: My Journey to Unleashing Good — In Real Life, Online, and in Others, released on April 15 via Resolve Editions/Simon & Schuster. This book chronicles her professional evolution while also candidly sharing her personal battle with breast cancer, which she faced in 2018. Now a 2025 Advocacy Ambassador with the Susan G. Komen Center for Public Policy, Smythe aims to inspire others through her story.
“The book allowed me to express my gratitude to the music and digital marketing communities,” Smythe reveals. “It’s a support document for entrepreneurs, especially young women navigating their careers.”
Key Conversations from Becoming Girlilla
The Importance of Sharing Experiences
When asked why she felt it was pivotal to document her life and career experiences, Smythe explains, “Initially, I envisioned a business book focused on workplace humor and generational dynamics. However, my cancer diagnosis shifted that perspective. I realized that my story had to include the realities of my battle, particularly in light of the losses we’ve faced in the industry due to cancer.”
Catalysts for Change: Launching Girlilla Marketing
A pivotal moment for Smythe came while she was in the hospital with her father, who had been diagnosed with pancreatic cancer. His question, “What would you do if your life was half over?” became a catalyst for her to launch Girlilla Marketing. “It was a call to action; if I didn’t start my digital agency now, I may never.”
Building a Female-First Company
By establishing an all-female company, Smythe aimed to create the supportive environment she felt was missing during her career. “Having been mentored by only one woman in my professional life, I wanted to build the workplace I wished I had.”
Lessons on Leadership from Industry Icons
One of the most enlightening moments for Smythe occurred during a performance review by her mentor, Jay Frank. “He taught me that being intelligent is essential, but being relatable and human is crucial. Leadership comes from teamwork, not just individual accolades.”
Debunking Myths in Digital Marketing
Smythe challenges persistent myths that plagued the music digital marketing landscape, including the misbelief that artists must create continuously. “Finding your own rhythm is vital. It’s not about being exhaustive in creation but being intentional.”
Addressing Mental Health in the Creative Sphere
As new technologies like TikTok and AI reshape the music industry, Smythe underscores the urgent need for mental health support. “Analytics can be daunting, leading artists to overwhelming pressure. It’s crucial to remind them that they are the CEOs of their lives, without letting numbers dictate their creativity.”
Essential Tools for Aspiring Digital Marketers
For those embarking on a journey in digital marketing, Smythe emphasizes the necessity of adaptable skills. “You need to be a proficient user of digital tools and capable of creating engaging video content. As the lines between creativity and analytics blur, understanding market requests becomes essential.”
In concluding the conversation, Smythe leaves us with an inspiring thought: “The jobs we aspire to today didn’t exist when I was in college, but every experience I collected has mattered immensely.”
With Becoming Girlilla, Jennie Smythe not only shares her personal journey but also ignites a conversation about resilience, support, and the future of digital marketing. Don’t miss out on this compelling memoir that promises to inspire the next generation of marketing mavens and industry pioneers.
