Janelle Rogers worked in the marketing and artist development end of
the music industry for years and watched a number of the negative
stereotypes come to life, such as labels taking advantage of musicians.
That prompted her to start her own company in 2002, Green Light Go Publicity, based around a nice-girl approach.
really wanted to be that company that was based on honesty, integrity
and compassion,” says Rogers, owner of Green Light Go Publicity. “I
wanted to set up a safe haven for bands. Sort of a beacon of hope that
shows you can trust people in this industry.”
Green Light Go Publicity’s integrity-based business model has borne fruit since then. The Ferndale-based firm (it calls Paper Street Motors
home) has grown to five people, including four hires over the last
year. Business has grown 25-50 percent each year, and Rogers expects
that to continue. She plans to hire two more publicists by the end of
The firm represents a number of national acts, including The Handsome Family and Detroit-based Almost Free.
Rogers says she has purposely kept her client roster small so her
business doesn’t over extend itself and makes sure the staff loves the
music of the bands it represents. The company has also recently launched
an Internet-based marketing campaign based around a fresh website,
social media, blogs, and integrating the client bands with all of these
Source: Janelle Rogers, owner of Green Light Go Publicity
Writer: Jon Zemke