"Find something that feels almost like a hobby or passion project that you would love doing if money wasn’t an issue" with Fabrizio Moreira
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Born in Manta, Ecuador, Fabrizio was destined for entrepreneurship. At age 14 his father sent him a Nintendo system and in his hometown of Manta, most families would not own video game consoles. This gave Fabrizio the idea to purchase systems and controllers with his job income and then rent out those systems/controllers. This turned into his first business, which was profitable and led to his second business of selling and repairing bicycles in his home town. Still, in his teenage years, he was a two-time leader of his local chamber of commerce and had formal training to become a politician. At 19, he gave his first speech on entrepreneurship in Peru and at that point, he was hooked. Fabrizio wanted to give back and be a lifelong entrepreneur of change.
Fabrizio entered the world of banking and initially had an interest in becoming a politician to make a difference in his region. He worked with Interamerican Development Bank and was invited to the US for his first trip to the states by the Organization of American States (OAS). He also won a grant for entrepreneur training via AECI (which translates to Spanish Agency for International Development Cooperation) and began the process of getting his US Visa. Fabrizio then relocated to New York where he continued to work in banking before starting Secret Hit Music and VIP Records. Some of the initial artists Fabrizio worked with upon launching Secret Hit included Soulja Boy, Manutidi, and NK from Ukraine.
Can you tell our readers about your background?
I was raised in Ecuador by my mother who instilled a great sense of self-ownership and entrepreneurship at a young age. I didn’t know it at the time, but it was in my blood, and had a lot of early interest in creative business ideas and politics. Although my childhood was great, living in South America during that time had its fair share of political turmoil in our country and the surrounding regions. After a brief stint in politics in my early 20’s I decided to move to the US and pursue a career in finance. It was there where I met my mentor and was quickly inspired to switch gears into the music industry. I didn’t have many believers out the gate, and honestly many doubted I could build a successful production business, but have pushed through barriers to prove them wrong.
What inspired you to start your business?
I was blown away by the quality of music I was shown by friends and my eventual mentor in different genres like Latin, Hip-Hop, and Reggaeton. I knew that there was a need in the market for better artist development and production in these areas and was determined to figure it out. With almost no experience besides my entrepreneurial spirit and past experience, I used that grit to build contacts and partnerships based on my passion and promise to deliver results. Sometimes people are struck with an idea and it just sticks, becoming a life’s passion almost out of nowhere. That is exactly what happened to me.
Where is your business based?
We are mainly based out of New York, but we also have satellite offices in other areas and countries.
How did you start your business? What were the first steps you took?
I began Secret Hit by putting together a team that excelled at specific areas that could complement each other. We first figured out where the recording and office space would be, and then began attracting incredible producers and songwriters to join the collective. After working with artists like Soulja Boy, word started spreading of our success and ability to put together hits. Usually, the determination and persistence lead to a big break, then you use that as leverage to grow to the next levels.
What has been the most effective way of raising awareness for your business?
We let the music speak for itself, that has been the main source of new clients and even new team members who want to join Secret Hit. I enjoy speaking and writing, so much of my work in that realm has led to a good amount of PR for the business. I believe that by giving back in creative ways, whether that be by educating others, speaking, or even investing, that good karma comes back in the form of a thriving business for my entire team and family. We don’t run advertising or anything that is going to show up in your Instagram feed as a paid post, we just like to let the hard work speak for itself.
What have been your biggest challenges and how did you overcome them?
The hardest part was convincing people to be “early adopters” of my business and services. Nobody wants to be first in certain industries and niches, and getting those early wins is often the most difficult part. I had so many artists and potential producer/writer clients write me off at first, and it wasn’t until we started getting a few hits in the candid others come out of the woodwork. I don’t blame those who doubted my model, but to those that saw my vision, I am grateful to them forever. To push through those early challenges, I had to tell myself daily this is a long term effort with zero guarantees, but in life, you usually figure it out if you keep going. I always tell people that most fail because they quit too early on.
How do you stay focused?
I focus on what I’m good at and leave the rest to my team members who excel at their given skill set. Time blocking always helps, and taking time away to relax and decompress allows me to come back and work hard and effectively. We’re in a society where it’s easy to be distracted, so we have to listen to our instinct and focus on the highest priorities that are looking at us head-on.
How do you differentiate your business from the competition?
I think a lot of the “competition” actually operates more in the pop/rock/indie realm of music. We are more in the pocket of hip-hop, Latin, European, and other niche genres of music that are underserved. We really don’t see any others as competition though, the more great music that’s out there the better. Sometimes a writer or artist may work with us, then go to another company for another project. We are a full ecosystem that relies on the success of each other to thrive.
What has been your most effective marketing strategy to grow your business?
Showing potential clients the millions of Youtube and Spotify hit our current artists have achieved by working with our writers and producers. In our area of the industry labels, artists and managers know exactly where to look to find us and others who do similar work. We’re not looking to market to the general public, but just to other writers, producers and labels.
What's your best piece of advice for aspiring and new entrepreneurs?
Find something that feels almost like a hobby or passion project that you would love doing if money wasn’t an issue. Then, figure out how to build a business out of it and monetize the services or products it offers. Much of that you’ll figure out as you go, but it’s so important to just get started. Don’t start a business just for the money, but do focus on making it work for you financially when you make the choice.
What's your favorite app, blog, and book? Why?
My favorite apps are probably everyone else's haha. Youtube and Instagram, can I choose two? I read a lot of music blogs and websites like Billboard and Digital Music news. Those sites keep me updated on what’s going on throughout the industry and in genres inside or outside of my niches. I have been listening to a lot of podcasts and audiobooks lately. One was very inspirational and has input from some of the most successful people on the planet. It’s called ‘Tools of Titans’ by Tim Ferriss.
What's your favorite business tool or resource? Why?
While others may have dismissed the site, I still absolutely believe in LinkedIn. It’s nice to have connections with other entrepreneurs and it leaves the door open to meet potential resources or be an actual resource for others. Other sources like Facebook have turned into political and personal boxing rings, where LinkedIn is still (for the most part) being utilized for all the right reasons.
Who is your business role model? Why?
I appreciate the work ethic and branding that Elon Musk has put into the world. He’s clearly creating positive change, but also has a brand that is unique and commands attention. Love him or hate him, he’s the new “Steve Jobs” of our generation. There’s likely at least one thing about the guy that every entrepreneur can admire or get an idea from.
How do you balance work and life?
I plan my end of the day as a hard stop and pencil in vacations that are set in stone. When that moment happens to shut off for the day, or to jump on that plane, I do my best to step away and let others handle the work while I’m off the clock. Obviously, there are quick emails or projects to address at night now and then, but I do my best to keep work and family/friend time separate.
What’s your favorite way to decompress?
I don’t really find my work to be that stressful unless there’s a specific deadline approaching. That being said, spending time with family or taking a quick vacation is my ideal way to unwind. I also enjoy getting out around NY and walking to different places to eat. I find those moments ideal to take in that fresh air and decompress even after the busiest moments during work and production.
What do you have planned for the next six months?
We are working on additional songwriting camps that will take place in the US and internationally. We also have multiple artists lined up that we are working with on hit singles. As our company Secret Hit grows, we are also bringing on other producers and writers to help work together on the process.
How can our readers connect with you?