Interview: Vickie Nauman, Founder and CEO of CrossBorderWorks
Vickie Nauman is the Founder and CEO of the boutique consulting and advisory firm CrossBorderWorks and has an ambitious portfolio of forward-thinking companies in gaming, tech, Web3, experiences and music since 2014. She specializes in the intersection between technology and music, with a focus on music licensing, products, relationships and rights; helping grow companies from point A to point B; and global strategic development.
A digital music pioneer and Web3 enthusiast, Nauman worked on licensing and product for one of the first legal digital services MusicNet (RealNetworks JV), led strategic partnerships for connected device company Sonos, started and ran the US business for global music platform 7digital, and did digital music business in Europe and China as a consultant. She built one of the first DMCA-compliant services at taste-making Seattle station KEXP and has an MBA through the London School of Economics, NYU-Stern, and HEC-Paris, in the executive program TRIUM.
She is an advisor to some of the world’s most innovative companies, including those in gaming, M&A, platforms, apps, rights-related, strategic growth, and early-stage startups in music/tech. Client base includes Beat Saber/Oculus, Ubisoft, Niantic, SoundExchange, Downtown Holdings, Spotify, Warner Music Group, and more listed on LinkedIn.
Can you tell us a little about yourself and your background? How did you become interested in the intersection between technology and music?
I am a longtime music lover and was living in Seattle in the 90’s when the first Napster hit. I knew immediately I wanted to join the digital revolution and worked with one of the first legal digital services called MusicNet (RealNetworks JV). I was on the product team, looking after data, P&L and business modeling. Next I build out KEXP’s digital business, and did some projects in China and Europe. Then I joined Sonos to lead music partnerships and integrations, followed by starting up and running 7digital’s US business.
What inspired you to start CrossBorderWorks; what was your mission?
I was really burned out when I left 7digital, and I took four months off to work in my garden and think about what was going to make me happy. I realized I thrive when I have a lot of autonomy, when I can pick and choose the kinds of projects I work on, and can view the entire planet as my canvas. So this sounded like an entrepreneurial path rather than a FT company role, so I started it in 2014 and love my work every day.
You've worked with a variety of companies in gaming, tech, Web3, and established relationships within the music industry. How do you approach working with such diverse industries?
I decided at the outset that I wanted to prioritize companies I personally believe in, and I go thru an evaluation each time I talk to a new company to determine if I can be successful for them, if they will be open to guidance, and if I see a place for them in the landscape. I particularly like working in emerging tech and user experiences, and feel gaming, AI and Web3 are converging so it’s an exciting time of change.
How do you see the music industry evolving in the next 5-10 years, and what role do you see technology playing in that evolution?
I see no end in sight in how technology will continue to shape how artists create, how labels and publishers operate, and the way money will flow. There is great opportunity to embrace innovation in music, and society in general will see changes in how we engage with the internet.
What advice would you give to someone who is looking to build a career in the music industry, particularly in the area of technology and licensing independently?
I first tried my hand at consulting part-time when I was in a graduate business program. But I knew I needed to increase my experience and knowledge so I worked for Sonos and 7digital and gained 10 years of highly valuable experience and focus. Anyone who is looking to work more unconventionally as a Solo-prenuer or do consulting needs to have enough well polished skills to be an expert. For instance with music, you really need to know the rules, the law, and the norms - these are guides to problem solving, working with constraints, and bringing ideas to life.
In your view, what are some of the most exciting new developments in the music industry right now, and how should we look forward to their contributions?
The changing technological landscape is incredibly exciting, and I also believe that the changes in how artists are creating, owning their creative vision, and releasing music on their own terms is finally making a broad impact in how the music industry works.
As someone who works in global strategic development, how do you stay on top of trends and changes in different regions and markets?
I love to travel and immerse myself in new cultures, so I try to attend industry events around the world, spend time meeting people personally, and understanding that the US is not the center of everyone’s attention.
How do you work with companies to ensure they are staying ahead of the curve in terms of technology and industry developments?
If you are launching a company in today’s fast-moving marketplace, you need to thrive on change and keep pace with new developments. I like working with companies where I can help them keep pace with changes in music, and they can help me keep pace with their own area of technological expertise. It’s a partnership.