In the dynamic realm where storytelling and music converge, one individual stands out as a maestro orchestrating harmonious audio experiences. Meet Shawn Cash, the brilliant mind and dedicated Manager of Audio Services at Rockbot. With an illustrious career spanning both radio and TV, Shawn has become a driving force in shaping the audio messaging landscape for businesses. In this interview, we delve into the insights and expertise that have propelled Shawn to the forefront of the audio services domain, uncovering the artistry behind the soundscapes he meticulously crafts for Rockbot and our clients.
1. What are your favorite projects to work on?I like audio projects where the creativity of our department gets to shine. We can turn around a great voice with a fully licensed music bed every day of the week, but when we get the green light to be creative and get the attention of your customers, that is when we get to show what having a full production team at your disposal truly means!
2. Who are some of your role models in your field?
I spent 18 years doing morning radio and television appearances. My role models are all over the place! They have been everyone from David Letterman to Mark Allen (local TV and radio personality), Rick Dees to Mark and Brian, and Ben Burtt to Mel Blanc! The ability to create and entertain will always be something close to my heart.
3. What bands/artists have inspired you lately and why?
With all of my time in radio, I have had a very unique opportunity to meet a wide range of bands and artists. Some of my inspiration comes from their work and sometimes it’s based on a connection we may have had in person.
My kids make fun of my wide musical taste! I am inspired by everyone from Eminem to Eve, Radiohead to Pearl Jam, Matchbox Twenty to Pat Monahan (Train). The ability to create music and perform it has always been something I envy and admire. The artists who understand the relationship they have with the fans are magical. I once performed a wedding at the Little White Chapel in Vegas for some winners of a radio contest, and Jon Bon Jovi was our wedding band. He could not have been more gracious with his fans!
4. What do you like most about being a Manager of Audio Services?
Working with a great team and allowing them to shine is something I love. I have always believed in hiring the right people for a job and letting them excel and show what they can do. The creativity my team has when the restraints are removed is inspiring and admirable.
5. What was the most memorable audio messaging campaign that you worked on and why?
We work with Walmart to do Artist Takeovers. We reach out to really big-name artists through our own connections and with the help of What’s In Store Music. We have the artists become the DJ on Walmart Radio. They pick the songs, talk about their influences, and play some of their own music too. We help script, record, and produce, and Dave Teverbaugh and I edit all of it. We create a very polished product that we are very proud of!
6. What advice do you have for brands looking to create their first audio messaging campaign?
That is always a tricky question and that is why we are here to help every step of the way! We can help write the scripts and find the right voice to connect with your customers. If you know who you are trying to reach and what you would like to tell them, we can make it happen.
We had a very big client say the thing they love about audio messaging inside their store is that you can’t turn away. She was saying that with signage, 'you can walk past that aisle and not see it, but the audio message is delivered right to her customer, every customer, every time.'
7. What is your favorite part about working at Rockbot?
I LOVE to over-deliver. When a Rockbot client has a message that they want to have us produce and they play something, like an old on-hold message, they used in the past, and say, “Can you do something simple like this for our in-store message?” When we deliver a professionally produced commercial that far exceeds what they expected, the responses are very gratifying!
8. What has been the most exciting part of your career so far?
I love building relationships and trust with our customers. I love when we get a new client that wants to approve every commercial, every step of the way. They want to approve the script. They want to approve the voice artist. They want to hear the recording and pick the music.
Then the day inevitably comes when we have proven ourselves to be a valuable partner and we get the email, or phone call, saying don’t bother to send us approvals anymore. Just keep doing what you are doing! I really value our clients, and when they see that we treat them with the same care that we would if it was our own business and that switch clicks – that is exciting!
9. What has been the most challenging part of your career so far?
When I first started my in-store music company, we spent 11 months not bringing in any salary. When we would travel to meet clients, like Best Buy, we would travel on such a budget we did things like sleeping in the airport. I believed in what we were doing and what I could offer our clients. I knew that giving a location the ability to use its own platform to educate and advertise to its own customers would be invaluable. I knew it would be worth it in the end.
I was right. I have spent 16 years helping companies with their in-store retail marketing and 18 years before that running terrestrial radio stations, and I would love to bring that experience into your location!
10. Is there anything else you’d like to share about your experience working at Rockbot or your career in general?
I worked in radio for a long time doing morning radio where I had the opportunity to meet so many bands and hear so many stories! There are so many great artists who came through that never hit the success they deserved. But there are a lot of artists that I have had the opportunity to meet that when we met had trouble filling a small bar, and then spent years selling out arenas. Some of them still have that success many years later! So many bands like Pearl Jam, Matchbox Twenty, Train, Green Day, Simple Minds, No Doubt, Maroon 5, Avril Lavigne, OK Go, Creed, Tears For Fears, Jewel, Beck, John Mayor, Uncle Kracker, 3 Doors Down, Hinder, Sheryl Crow, Fiona Apple, Weezer, Radiohead, Violent Femmes, and so many more!
I also did cool things like I was at the taping of the “Party of Five” episode when REM performed. I also did plenty of (probably more of these) dumb things like when the band 311 released “All Mixed Up” and I was premiering the song and called them 3-1-1 instead of 3-11. It’s all been fun, even the embarrassing stuff!
Shawn Cash's journey as the Manager of Audio Services at Rockbot highlights his unwavering commitment to transforming brand messages into immersive auditory experiences. His ability to seamlessly blend technology with creativity has not only elevated audio messaging for businesses across North America but has set a new standard in the industry. As we conclude this conversation, it's clear that Shawn Cash is leaving an indelible mark on the way we perceive and experience retail media. His role at Rockbot is not just a profession; it's a calling, and Shawn is the conductor, guiding us through a creative cadence of audio experiences.
Interested in joining the Rockbot team? Check out our careers page!