Navigating a Life in the Entertainment Industry
To save hard cash on new albums, a young Catherine Healy picked up a job at a record store to enjoy the employee discount. She couldn’t have foreseen that her passion for music and joy in the journey would logistically lead her over the years to a freight-forwarding company in the concert touring industry. As CEO, she guides the team that ensures her musical idols and upcoming talent get their gear moved in time-sensitive constraints from Point A to Point B worldwide. PLSN talked with her about life’s passages and the logistics of moving forward out of this pandemic.
PLSN: Let’s look back to your record store gig. How much fun was that?
Catherine Healy: I was in my early 20’s, working for a Chamber of Commerce in the Harrisburg, PA area. I loved music; it made sense to work part-time job at a record store so I could get a discount and hear new releases. During this time, I unboxed new release displays from the record labels and made creative displays. Our store won concert tickets and other prizes, and I became the store contact to report monthly sales to the labels. It was a great job to work with other music lovers.
Meanwhile, at the Chamber of Commerce, we put on one of the largest one-day street fairs on the East Coast at that time. We had vendors in from around the country and booked local bands and one headliner each year. I’m just realizing I was doing early event organizing. But the record store was my path into the music industry.
How so?
At a party, someone said there was a job opening at Concrete Marketing. Two weeks later, I’m in NYC! My first role there, from 1991 to 1996, was assistant to the president, Bob Chiappardi. I learned to work closely with artists, managers and record labels. I was working with the first Nativity in Black: A Tribute to Black Sabbath album when I met Tony Iommi of Black Sabbath. I went from calm, cool and collected to being in awe, at a loss for words. I mustered the handshake and got it together from there. An exciting time! My career was cranking along. I have some great stories from those years and with the industry conferences, Foundations Forum, which we hosted in Los Angeles. It was at that time, at age 30, that I had my son and became a single parent. Everything changed for me.
How did that change your career?
By choice, I left NYC and Concrete Marketing to raise my son. I didn’t want to miss seeing him grow up. As a single parent, I spent years working freelance projects: graphic design, Korby Audio microphones, billing for a plumbing company, business development in the oil industry, representing a sculptor to art shops/galleries. Once my son reached a certain age, Kevin Lyman, a friend who went on to run one of the longest running annual summer tours [Vans Warped Tour], put me in touch with someone, and off it went from there. I found myself here at Shockwave Cargo in December 2009, still in the music industry, yet learning a second career in logistics in my 40’s. Who knew, not I! I did not know about logistics then, but I have grown to love learning about and moving freight around the world.
You became CEO in January 2019. Comments on being a woman in the male-dominated freight industry?
I didn’t and don’t think about it that often. Being around men was mostly normal for me. I’ve had only one client that I know of who didn’t like working with a woman. It worked itself out over time, and he is still a client eight years later. I don’t let it stop me; I’ve learned to keep moving forward and get on with my job.
How did Shockwave Cargo make it through this pandemic year?
For the two years prior to the pandemic, the owner of Shockwave Cargo, Jon Nevins, and our team had been working on finding work in other industries, in NGOs (non-governmental organizations) and other government solutions. In 2019, we had started subcontract related work, and as time would have it we were awarded our first subcontract project in March 2020. We have been awarded 45 rigging and transportation projects since that first job. It’s been a gift; we have all pooled our resources, learned new things to push forward.
What uncertainties do you navigate in the freight industry?
Unforeseen delays in ocean freight/trucking/air freight from weather to a variety of factors can delay shipping including natural disasters. Just as our industry is trying to pull itself up from this difficult year, fuel costs are high, affecting all forms of transportation domestically and internationally. The world is also dealing with ocean freight delays due to global imports/exports continuing to catch up around the world from 2020. Other uncertainties include air freight bookings and rates as well as a lack of air cargo space. Rates are higher than normal.
What touring trends are you seeing, based on freight being booked?
Productions are smaller, including moving small amounts of gear for virtual events. Tour dates are fluid. International tours are being discussed for 2022, though some festivals and events are slated this summer around the world. Big tours and festivals will be back. Everything is changing weekly, including states that are open, and if artists choose to go to those states to tour. It’s easier for DJs to grab a flight with their DJ rig, even for a limited audience. Some international artists are only rolling with a DJ, without their dancers. Some are playing smaller venues and drive-ins. Everyone is trying to save money, so some have rented trailers, hitched onto the back of the bus. While they’re doing the transporting themselves, we help by offering storage on the East or West Coast if they are between dates. If we don’t all help each other on the road back, it will be difficult to get back.
Many people are not coming back to the industry, so another trend is the influx of young production and tour managers. I’m constantly being asked for recommendations for those looking for gigs because the longtime-established musicians and clients aren’t even talking about going out yet.
What do you enjoy about your career?
I learn something new every day — moving freight, working with other countries on imports and exports. I like working within a team environment, which is sometimes global, finding freight solutions and developing a plan with a tour schedule including time-critical moves. I also meet some interesting people.
What are your thoughts now, when you think about your record store gig and the influence it had on your entire career over the long haul? You still have to keep up with artists and their new releases because it usually indicates an upcoming tour to promote it.
I went after something I loved doing without knowing what direction it would take me in. I love new music, new artists and never stick to just one genre. I’m always listening to what’s new because, first, I’m curious, and second, can we get connected and do some shipping for that artist? My son, who also loves and produces music, has been a large part of me staying current.
What universal truths have you learned along the way?
Stay open to learning, ask questions, research. Explore all options. Pay attention to your team’s strengths and weak points, improve upon those where possible, providing guidance to do so. Treat people like you want to be treated. Remain calm. It’s interesting times — it’s all how you look at it.
For more information on Shockwave Cargo, go to www.shockwavecargo.com
