My Music Row Story: CAA’s Julie Sturdivant

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Julie Sturdivant

The “My Music Row Story” weekly column features notable members of the Nashville music industry selected by the MusicRow editorial team. These individuals serve in key roles that help advance and promote the success of our industry. This column spotlights the invaluable people that keep the wheels rolling and the music playing.

Julie Sturdivant is a Music Brand Partnerships Executive at Creative Artists Agency (CAA) in Nashville, leading brand collaborations for artists like Jelly Roll, Cody Johnson, Keith Urban and Kelsea Ballerini. Over the past year, she orchestrated major partnerships, including Jelly Roll’s multi-year deal with HeyDude, Warren Zeiders’ ambassadorship with Wild Turkey’s 101 Bold Nights and Koe Wetzel’s collaboration with Rock & Roll Denim. She also brokered Charley Crockett’s campaign with The Alamo Foundation and Aaron Watson’s Texas-sized Super Bowl commercial with HEB.

Sturdivant began her career on-air at KOST 103.5 in California before joining Universal Music Group-Interscope Records, where she worked on campaigns for Lady Gaga, All American Rejects and Black Eyed Peas. She later built a reputation for innovative marketing during her 12 years leading Marbaloo Marketing. With expertise spanning radio, global marketing and digital innovation, Sturdivant continues to create impactful partnerships in music.

Sturdivant will be honored as part of MusicRow‘s Rising Women on the Row class of 2025 on March 20 at the Omni Nashville Hotel. Read more about the event here.

Photo: Courtesy of Sturdivant

MusicRow: Where did you grow up?

I grew up in southern California, a small town called LaVerne.

When you were growing up, were you musical? How did you connect with music?

My dad is a big country music fan. Every day on the way to school, he’d play George Strait along with so many other greats. He introduced me to the genre and I fell in love with it that way. I have core memories of me and my friends playing Tim McGraw’s greatest hits on repeat when we first started driving, windows down, music up, screaming on the top of our lungs “Indian Outlaw.” Nothing beats those memories!

How did you first get into the music industry?

It’s a funny story. My mom was a high school teacher and the cheer coach. One of the moms of her cheerleaders worked at Clear Channel Radio, and at that time I was looking for internships my junior year of college. She was able to bring me in, show me all the different departments and eventually became an internship with KOST 103.5.

Photo: Courtesy of Sturdivant

What did you do?

Well, I was actually “Julie the Intern” on air for some of it, which was incredible. But through that internship, I learned that all these artists have labels, and the labels release the music. I realized it was so much bigger than I ever knew. It was eye-opening.

It was fun to do that while in college. Since I worked for the morning show, I had to leave Long Beach at 3:30 a.m. to get there by 4 a.m. to get everyone’s coffees orders and help prep the stories so the on-air hosts had everything set up before they started. That was a lot of fun and I met and worked for the most amazing people. [Laughs]

What was next?

Then, I got an internship at Interscope Records in Santa Monica in the international department, which led to a bigger role there. We worked releases outside the U.S. for incredible talent like Lady Gaga, Black Eyed Peas and All-American Rejects. I helped set up press junkets abroad, booked hotel rooms, all the nitty-gritty stuff of starting in the industry.

Photo: Courtesy of Sturdivant

I stayed with them after I graduated. It was such a fun time to be at Interscope, during the Jimmy Iovine era—the holy grail of the music industry. It was great to communicate with different departments, learn what everyone was doing, and work in the international space. Growing up I loved traveling, so it was fun to see that songs reacted differently abroad compared to the U.S. Learning that different markets have different tastes was fascinating.

Then, my boss there, Faithe Dillman, started a company called Marbaloo Marketing and brought me on as her first employee. I grew that company with her and was there for 12 years.

Tell me about that chapter.

We started in California, but since we both loved country music, we moved it to Nashville. Digital marketing agencies weren’t really a thing there yet, so two 20-year-olds knocking on doors offering digital marketing wasn’t common. We faced a lot of no’s—people didn’t think social media would matter in a few years. But coming from L.A., labels had already been hiring digital marketing companies for years, so we knew the opportunity was there.

Cindy Mabe gave us our first country client, Scotty McCreery, and from there, we worked hard, proving ourselves on every project. Over 12 years, we worked with Dolly Parton, Blake Shelton, Miranda Lambert, Garth Brooks, Kelsea Ballerini, Russell Dickerson, Carly Pearce—you name it. It was an incredible time to grow in the industry.

Photo: Courtesy of Sturdivant

Then what?

Then, almost three years ago, I moved to CAA. The shift to the agency side has been incredible. I was nervous going from a small company back to corporate, but it has exceeded my expectations and given me more balance in my life. Plus, I still work with many of the clients I worked with before, just in a different capacity, bringing meaningful brand partnerships to life.

You’ve been at a label, radio, boutique marketing and now an agency. Was there a learning curve when you got to CAA?

Honestly, not much of one. The music industry is all about connection—building relationships and using them to bring things to life. I’m a natural connector, even in my personal life, so this role fits my personality well. If people find a place where they can excel and use their natural skills, there isn’t much of a learning curve, it’s just about tackling issues as they come up.

What have been some of your favorite partnerships?

One I’m really proud of is Jelly Roll’s partnership with HeyDude shoes. In 2023, I went to his show in Kentucky and noticed so many fans wearing HeyDude shoes. I pitched them that Monday, saying, “There is no one else you should look at for a partner.” A year later, we got the deal done. It’s exciting because Jelly Roll genuinely loves it—it’s more than just a paycheck to him.

Photo: Courtesy of Sturdivant

What’s your favorite part of your job?

Dreaming up things with talent, helping them do what they’ve always wanted and making it happen. I love making dreams come true, even in a small way. That’s why I’m in the music industry.

Who have been some of your mentors?

I’ve been fortunate to be inspired by many people throughout my career. The ones who have had the biggest impact on me are those who have been my support system—both in times of struggle and in moments of celebration. People who have pushed me and protected me when I’ve taken some of my biggest leaps in my career.

My husband is certainly my biggest cheerleader and my rock. My parents taught me to be respectful, honest, and hardworking. And I have some really close friends who are paving their own paths and pushing me to go further and create my own. Those are the people I lean on for my career.

What has your experience been as a woman in the music business?

My experience has been incredible. As a female in this industry, I’ve always had both men and women champion me. I grew up with a brother and a dad who always pushed me and believed in me, and I think I’ve gravitated toward people who are willing to lift women up. So I’ve had great experiences in the music industry.

Photo: Courtesy of Sturdivant

I am very thrilled and happy to say that I have found balance between work and my family life, but that has not always been the case. It’s taken a lot of hard work, and it’s something you really have to advocate for yourself and set boundaries around. As a mom of two and a wife, it has been so important for me to prioritize that.

You have to accept that sometimes your career is going to take a backseat. You’ll watch others soar ahead of you—maybe because they don’t have kids or because their kids are older and they can dedicate more time. It’s hard not to look at that and think, “Gosh, if only I had more time.” But life ebbs and flows. Now, I’ve found more balance where I can focus on my career again while also prioritizing my family. It’s been really incredible. I also think finding a company that supports and prioritizes balance is key. If that’s important to you, you have to seek it out.

What’s some great advice you’ve gotten?

Two things. One: always go the extra inch. Even if you think you’ve done your absolute best, do one more thing. All of those inches add up, and a year from now, you’ll look back and see how far you’ve come.

The other one, which is more relevant to my current role: time kills deals.

Photo: Courtesy of Sturdivant

What’s a moment you’ve had that you kid-self would think is so cool?

It’s funny because now, having a 9-year-old, I see those moments through his eyes. He’ll say things like, “Mom, I want to do that someday!” So I feel like I’m living through what 9-year-old Julie would think was cool.

But one moment that really stands out is all of my time working with Dolly Parton. She was always an icon to me growing up. Meeting her, working with her, seeing her passion and how much she still cares about her team and the work—that’s really special to witness. That’s something I will cherish forever.

What advice would you give someone who may want to do what you do one day?

Do not be afraid to pick up the phone and call people. Don’t fear rejection. Don’t be discouraged if someone doesn’t call you back. People are busy, and you have to give them grace. But don’t stand in your own way. Don’t let fear stop you from making that call.

LB Cantrell
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