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Griffin Haddrill At the age of 12, he presented his first business plan. Complete with hand-drawn sketches showing the distribution models of his hypothetical earphone company, his approach may have been rough, but his passion was undeniable. He even called a company in Venezuela to ask about the source of the cabling for his product. While he now describes the plan as “pre-pubescent,” it undeniably set the stage for what was to return.
At the age of 16, Haddrill began his profession as a music manager, working with artists akin to Gregory Lake and 100Tribn. In 2019, he was co-founder and CEO of VRTCL, a marketing agency acquired by Create Music Group in 2022 for an eight-figure sum. Working with artists like Justin Bieber and Lil Nas X, he has built a repute for creating campaigns aimed at Gen Z. Today, he is the co-founder LV8a full-service digital marketing agency focused on social media strategy. “I enjoy business and social media and am passionate about using social media to drive business growth,” says Haddrill.
From basement to billboard
When the pandemic hit and the world got here to a halt, people began to appreciate what Haddrill had known for years: You could make money marketing brands on Musical.ly and TikTok. The recognition of his success would have been sweeter for Haddrill if he hadn’t run out of the last few dollars to pay his monthly mortgage. He was home alone while his then-girlfriend struggled with Covid-19.
“It was a very dark moment,” Haddrill recalled. “I celebrated my birthday alone in Montana, I hadn’t seen anyone in months.” Isolated and overwhelmed, he returned to the same source of inspiration that fueled his childhood idea for in-ear headphones: pen and paper. “I created a little foldable book and wrote down all the names I could think of in the entertainment industry – people I knew would respond and another list of those I wasn’t sure about,” Haddrill says. The lists grew, containing roughly 120–130 names in total. Seeking advice without a plan, Haddrill reached out to contacts saying, “Hey, I’m starting a TikTok marketing agency. Have you thought about TikTok? Do you have any advice for me?” To his surprise, most responded warmly, offering suggestions and demonstrations. “It was a dark time for me,” he admits. “I felt so alone, but for the first time in my career I felt a sense of camaraderie.” This gap paid off – by August, VRTCL had accomplished 20 campaigns, generating a whole lot of 1000’s of sales. What began as a personal request turned into a pivotal moment in his profession.
“This experience completely changed my approach to sales,” reflects Haddrill. “I realized that people value cooperation and I don’t have to sell myself. It was about offering value.” Instead of pitching himself or his product, Haddrill approaches conversations by identifying a problem and seeing if he can solve it. He asks questions like, “Do you have any advice for me?” or for his specific idea: “Have you considered using TikTok for your business?” He says all of it comes right down to a easy formula: “Understanding if someone has a need and then seeing if I can help.”
Same song, latest audience
Although Haddrill is reluctant to simply accept the title of Gen Z marketing expert, he believes that segmenting audiences based on age is reductive. While some marketers go to the trouble of sorting people into generational groups, he prefers to place them into “interest boxes.”
Haddrill points out that each 15- and 40-year-olds now use their phones in similar ways for social media, shopping and communication. “Their habits have changed to become more utilitarian,” he says, noting that the key difference now lies in their interests. This change also affects the way it measures campaign success, focusing on consumer sentiment and conversations about the product quite than traditional metrics akin to likes and comments. “I’m more interested in building awareness in everyday life than in conversion rates,” he explains.
Imagine you are scrolling through TikTok and you see a product that catches your eye. You do not buy it instantly, but the product involves mind a few weeks later when you wish something similar. You search for it on Amazon or Google and ultimately make a purchase when the need arises. “This is how I see the current product purchasing process,” Haddrill says.
Hitting the right notes
Marketing to an audience consistently inundated with promoting is not easy, and firms like LV8 must find unique ways to chop through the noise. “People are following trends more and more,” says Haddrill, which is a part of why he now prefers the term “themes.” “The question is whether the ‘trend’ can be adapted and personalized. Is it possible to imitate it in a way that feels authentic to you, so that you not only blend in with the crowd, but create your own version of something that already exists? “
Uses Glass Animals’ 2020 hit song “Heatwave” as an example of a successful promotional campaign on social media. “Heatwave” had already been around for a yr when he got involved. It performed well with mainstream audiences, but no one could have predicted its mainstream appeal at the time. Haddrill felt that “Heatwave” was too broad for just one trend. His approach was to succeed in multiple demographics and encourage the creation of diverse video content.
“I started noticing streamers on Twitch using the song in gaming videos,” says Haddrill. “I felt like I was starting something new.” He calls it the “sound generation,” versus the “music generation” we knew. “Sound Generation” charts the evolution of music into the short, catchy videos that dominate platforms like TikTok. These 30-second snippets, often paired with immersive visuals, stick in people’s minds and replay them throughout the day. These are not just songs – they are viral moments that leave a lasting impression and consistently evolve with each latest trend. Haddrill sees the “sound generation” as music’s growing role in the creator economy.
“We live in a creator-driven world,” says Haddrill. “Brands need to find the right partners, creators and talent early and then develop a long-term influencer marketing plan.” In that spirit, Haddrill and his team developed a targeted strategy focusing on influencers in a number of niches, from snowboarders to dancers.
Whether you are recommending an earbud company to folks or managing Justin Bieber’s TikTok campaigns, Haddrill’s success comes from his adherence to the core principles of authenticity and awareness. “Take this cup of coffee,” he says. “I could to say it’s the best in the world for you, otherwise I might just be drinking from it while we talk. It turns out that drinking is relapsing.”