The impact of the Internet in music marketing and the evolution of the term “beast” in modern lexicon are no small coincidence. Once used exclusively to demean, “beast” now denotes a tireless worker, a go-getter and one who can be counted on for results. An online marketing specialist, Seneca Doss, was nicknamed “The Beast” by a former client. The aspiring marketing mogul, who’s worked with New York’s Hot 97 radio, Excite Media and The Brooklyn Academy of Music, has built a colorful résumé, that includes a position as personal assistant to Darrin Henson of “Soul Food” fame, a contributer to popular hip-hop websites and assistant on PR campaigns for stars like Scarface, Cam’ron and Nicki Minaj. Though it took him some time to find his niche, Doss attacked every project with the same fervor. Now, ain’t that a beast? –felipe delerme
What are your duties as an online marketer?
I utilize the Internet to agitate or create a buzz about an artist, event or a public figure. I secure media interviews and get records online, build and maintain profiles on social sites like Facebook, MySpace, Twitter, etc. I also build content. I create banners and shoot and edit video for those projects.
What’s the most difficult part of your job?
This profession is all about organization. I maintain like 10 or 11 social sites, plus pitch and handle interviews. Building content is a job within itself.
What are the biggest rewards?
Knowing that I really go in for these artists and being recognized for it. It’s a great feeling.
What does it mean to hustle?
I mean that has to be only way to think. I live a hustler’s lifestyle because I only get paid when I find new clients. I remember when I didn’t have enough money to ride the train to my internship in Manhattan, and I had to walk there and back from Brooklyn.
Your work history in this industry is all over the place, does that give you an advantage?
Absolutely. In my younger days I was just like every other 20-year-old trying to figure out what I liked. I have never been afraid to try something and, once I was set on doing it, I went in. I read books. I practiced and tried to put what I learned into action. With each of the careers I tried, I learned things and got a sense of what I was really good at.
What’s a key to your success?
Humility.
