“The creative energy is in my blood,” Heather Wagner Reed pointed out before detailing the abundance of work she’s accomplished over the years.
Reed grew up in a musically creative family. Her grandfather immigrated to the states from Latvia, studied at Juilliard, and became an opera singer, mastering five languages in the process. Her uncle was in a polka band (as a result, she’s an expert polka dancer), and her brother is a drummer on the side.
It was natural for her to find comfort in college radio, WUOG, while studying at the University of Georgia. She hustled her way through college academics, while juggling five internships and holding down the fort through various roles at WUOG. Shortly after graduation, she learned the ropes of entertainment public relations at The Headline Group based in Atlanta. That was only the beginning.
Overseas Music Lessons
A move to the Netherlands honed Reed’s skill set in the music industry. She gained experience at Universal Music in Holland, Soundartist.com, and–a few years before that–Disneyland Paris.
She eventually made the move back to the states by way of Mathew Knowles (yes, y’all, Beyoncé’s dad). That was 2002. She became Senior Product Manager, handling Beyoncé’s day-to-day management and global marketing coordination until 2007. Reed speaks highly of her time working for Queen Bey. “I remember first hearing ‘Crazy In Love’ and thinking that this was it!” The song went on to anchor Beyoncé’s first solo record.
After her time with Music World Entertainment/Sanctuary Records, she founded Juice Consulting, a boutique public relations and marketing firm. “I started this company based on a deep passion for the creative sector, and that will always be a foundation of what we do,” Reed shared. The company moved to Austin in 2008 after building a client base here, and has become a staple in the Austin music community.
Reed juggles multiple clients, from international musical artists (like the legendary Gloria Gaynor) to local non-profits such as Black Fret, a member-based organization that awards grants and offers mentorship to exceptional Austin musicians. She also serves on Black Fret’s advisory board, is on the Board of Governors for the Texas Chapter of The Recording Academy, and is an active alumna of The Texas Lyceum.
Decade in the Making
Juice Consulting recently celebrated its 10-year anniversary in Austin, expanding its team to offer even more services, such as social media, branding, and graphic design, under the guidance of Juice’s new Creative Director, Ty Richards.
Reed’s small team is hands-on with clients, focusing on telling their stories with passion, something Reed has learned through her years in the industry. She stresses the fact that she loves being a hyperlocal company, with clients such as Trail of Lights, Center for Social Innovation, and Austin Ice Cream Festival (which is right around the corner, on August 12, 2017).
“You have to have a certain personality. I’m a good self-organizer; I think that’s why it works,” Reed said when lovingly talking about how she juggles everything in her life. Along with her busy schedule, she makes time for her two children. Her roots are firmly planted in the Live Music Capital of the World.
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