The Country Music Association has added two new staffers. Michael Farris joins as Senior Manager of Consumer Research, and Pamela Hothorn has been hired as Creative Content Project Manager of Creative Services.
Farris comes to CMA from The Aspire Group in Atlanta, where he was Director of Strategic Consulting and Research, leading the cross-departmental team in executing custom quantitative and qualitative research, strategic marketing plans, and ticket packaging and pricing models for over 70 global sport and entertainment clients. Research projects for The Aspire Group included designing and conducting questionnaires for consumer journey analysis, brand and competitive perceptions, marketing effectiveness, communication and messaging testing, purchase intentions, and segmentation profiling. Farris also conducted workshops with clients to develop actionable strategies based on the research. Prior to The Aspire Group, Farris worked at Game Day Communications as the Research and Innovation Coordinator. Farris received his undergraduate degree from Northern Kentucky University and a MBA from the University of Central Florida.
At CMA, Farris will be instrumental in executing music industry and fan engagement insights, managing and reporting fan data analytics, and research communications. He reports to CMA Senior Director of Market Research, Karen Stump.
Hothorn joins CMA from Fuse Media in Los Angeles where she served as Director of Original Content of Live Events, producing multi-platform video coverage of nationwide music festivals including Bonnaroo, Lollapalooza, Coachella and Voodoo and spearheading integrated marketing campaigns for brands such as Doritos, Twix, Geico and Toyota. Prior to Fuse Media, Hothorn was Senior Events Producer at KCRW in Los Angeles, where she produced marquee music, cultural and fundraising events. She started her career working at Paramount Pictures and served as a screenwriter for Lionsgate and Disney/Touchstone. Hothorn is a graduate of New York University with a BFA in Film and Television Production.
Hothorn’s responsibilities at CMA include video content production, photo management and data asset administration. She reports to CMA Director of Creative Services, Amanda Eckard.