Post Malone is the definition of a streaming-era superstar. He exploded onto the scene with the viral hit, “White Iverson” that was uploaded straight to SoundCloud. That was followed up with a record deal with Republic Records, four feature albums, world tours, and now he’s one of the world’s most popular artists. My guest on Trapital this week is Cheryl Paglierani, a partner at UTA, who became Post’s agent a few short weeks after the release of “White Iverson.” The duo, along with manager Dre London, have engineered one of the fastest and most successful come-ups for an artist during the streaming era. The keyword in the last sentence is engineered because Post’s resounding success was deliberately planned out. Cheryl prioritized live exposure early in Post’s career. “To see him was to fall in love with him,” she said, which meant getting Post in front of as many different people as quickly as possible was the key to building a fanbase with longevity. This live strategy helped make Post a must-see attraction — whether it’s on his upcoming 33-city Twelve Carat Tour or at music festivals, including his own-created Posty Fest. For a first-hand look at Post’s enormous rise over the past seven years, you’ll want to listen to my interview with Cheryl that covers strategies on touring, social media, sponsorships, and more. [3:15] Cheryl And Post Malone’s Joint Rise-Up[5:13] Post’s Upcoming Twelve Carat Tour [6:44] Exposure Was Key To Post’s Early Success [9:11] Post Malone Being Genre-Less By Design[10:32] Dynamic Between Post, Dre London, and Cheryl[12:42] Post Headline Strategy [13:52] Factors That Influence Festival Headliners[15:50] Touring vs. Festival Shows[17:57] Main Trait Cheryl Looks For When Signing With An Artist [21:29] Philosophy Of Artist-Branded Music Festivals [23:07] Post Malone Brand Deal Strategy [24:18] Correlation Between Social Media Followers & Ticket Buyers[26:01] TikTok’s Value-Add For Artists [28:00] The Trap Of Overperforming At Nightclubs[32:03] How To Prevent Artist Burnout [33:28] Could Virtual Experiences Help Avoid Burnout? [34:43] Cheryl’s Personal Wishes For Post’s CareerListen: Apple Podcasts | Spotify | SoundCloud | Stitcher | Overcast | Amazon | Google Podcasts | Pocket Casts | RSSHost: Dan Runcie, @RuncieDan, trapital.coGuests: Cheryl Paglierani, @cherylpags  Sponsors: MoonPay is the leader in web3 infrastructure. They have partnered with Timbaland, Snoop Dogg, and many more. To learn more, visit moonpay.com/trapital Enjoy this podcast? Rate and review the podcast here! ratethispodcast.com/trapital Trapital is home for the business of hip-hop. Gain the latest insights from hip-hop’s biggest players by reading Trapital’s free weekly memo. TRANSCRIPTION[00:00:00] Cheryl Paglierani: I always say, like, you need to start the build from the beginning because you're not going to want to go backwards. So I think that's where the disconnect can take place if you're not building and doing it all. Like, you have to be smart enough to strategize and say, okay, I'm going to go play the 500 cap or the thousand cap. I'm confident that I can sell it out. And when I do that, I'm going to make the club the after party. And I'm going to kill two birds with one stone, but they don't always do that. And I think that's where you see certain artists that will stream really well and have a lot of hits but have never built proper touring history fall into that trap. [00:00:37] Dan Runcie: Hey, welcome to The Trapital podcast. I'm your host and the founder of Trapital, Dan Runcie. This podcast is your place to gain insights from executives in music, media, entertainment, and more, who are taking hip-hop culture to the next level. [00:00:57] Dan Runcie: Today's guest is Cheryl Paglierani. She is a partner at UTA where she represents some of the biggest names in music. She does booking for Post Malone, Cardi B, Chance the Rapper, 21 Savage, Offset, Flo Milli, Dominic Fike, and many more. But today's conversation. We talk