Nathan Nahkmanovich aka ‘’Mogul’’ on Instagram, rose to success with his marketing and advertising Plug Talk Media. Growing up as a first generation American, Nathan was raised in a household that valued hard work and dedication. Success in his family was measured by work ethic, therefore it was no surprise that he began to work hard at his craft from a young age and created a community for rising producers called Spotted Records at only 19 years old.
Some of the initial relationships Nathan made with people in his space really helped set him on a path towards success. Networking is obviously still crucial to Nathan till this day, as he says, “The more people I meet, I realize that it’s not just about who you know. Moreover, it’s about how well you know them and the relationships you keep.” The young Mogul was able to acquire valuable business knowledge and mentorship from some of the relationships he kept, and it has converted massively for him and his business.
After fostering relationships with artists and key players in the industry, he expanded his record label business to running a full scale marketing and advertising agency, Plug Talk Media.
The agency’s main focus is consulting with clients on music release strategies, style promotion, and media buying for advertisement. ‘’Mogul’’ has been involved with a handful of music’s most impressive projects over the last few years.
Most recently, his work for 6ix9ine’s project Gooba garnered much media attention. He claims, “This is the first and only time an artist has been able to advertise their music at 1 Times Square without Spotify’s co-branding. The challenge was to convert OOH to digital presence with a major lack in foot traffic.” With mentions of the campaign in publications such as Complex, Billboard, and many more, the young ‘’Mogul’s’’ efforts were fruitful.
As an entrepreneur in this tough creative industry, the topic of competition is often brought up. He soon realized that he needed to create his own lane and differentiate his offerings from what his competitors were doing. Once he realized this, no amount of competition would be able to throw him off from achieving his goals and developing into a well known figurehead. The second he began following a trend in the Industry was the time that he knew he had to change his strategy. And by doing so, this has allowed him to stay on top of his craft while remaining unique. The comparative difference between being a trendsetter and a trend follower.
Nakhmanovich’s take on failure is something of a man who has been in the industry for decades. “Although it’s pleasant to look back at my journey and reminisce of what was, I was shaped into who I am today by what I went through then. The mistakes, trials and tribulations, etc. They all turned out to be a blessing in disguise that guided me to where I am today.’’
At the end of the day, working in the music marketing and fashion advertising spaces have become Nakhmanovich’s passions in business. He states, “I feel blessed to have worked with so many amazing and talented people already…” and he knows that he is just getting started.
I recently had a quick char with Nathan about the fashion and music advertising, how he conceptualized creative ideas for the agency and how he managed to secure the biggest billboard in Times Square for an artist with somewhat of a notorious reputation!
Joseph DeAcetis: What does your instagram name ‘’mogul’’ represent for you?
Nathan Nakhmanovic: It’s most definitely a name to grow into. It represents who I want to become. I have incredible internal competition, where I constantly strive to do better and be better. The name serves as a reminder to keep achieving.
JD: How did you decide to get into the realm of advertising specifically relating to music?
NN: I serviced a large chunk of the music industry with digital and influencer marketing initially. OOH advertising came into play when several of my consistent digital clients wanted experiential and OOH opportunities. The go-getter in me had to find a way to make it happen
JD: How do you come up with your creative ideas for the agency, what kind of trends should we be expecting with all the new changes happening in today’s climate?
NN: I think my creativity comes from a lack of textbook knowledge. It seems unconventional in a way, but I never studied marketing or advertising in school. I think that if I had institutional learning on the matter, I’d be more restrictive and linear with my work. In terms of trends, Plug Talk Media’s work will always show how OOH can translate to digital. We’re all about converting presence.
JD: How did you manage to secure the biggest billboard in Times Square for an artist with somewhat of a notorious reputation?
NN:The work I did for 6ix9ine was a very fun project. It came together with timing and lightning. Shout out to the guys at Create Music Group and 10K projects for trusting me to get it done. And of course, a major thank you to New Tradition for allowing for it.
JD: Who can we expect to see you working with in the future?
NN: Most recently, I worked on securing a billboard contribution in DTLA for Black Lives Matter. The placement was done at “The Reef” which is the largest digital billboard in the world. Special thanks to Cintex/C78, Crowd Control Digital, and New Tradition Media for creating such an amazing opportunity to amplify an important message.
JD: We know by now that you’ve been successful in the music aspect of it all, do you think you’ll venture on the fashion side as well?
NN: I am indeed expanding my work in OOH beyond music. Although my core client base is still currently music, I’m looking to dive deeper into other realms.
JD: What do you think differentiates you from all the other agencies out there, how did you branch out and make a name for yourself?
NN: Strictly in terms of competitive advantage, Plug Talk Media is boutique. We don’t have massive overhead costs to float, so our clients always get the best impact for their money. At the same time, our strategy is based around short-term buys. While other agencies will pitch you Times Square or other digital OOH for weeks at a time, Plug Talk Media can book as little as 24 hours in rotation. That’s what our clients love us for; we make these opportunities accessible financially for those who didn’t believe they could have been previously.