My Biggest Lesson: Joey Netter

With more than 25 years experience in the fields of advertising, marketing and production, Joey Netter brings a world of experience to her role as East Coast EP at SoStereo. In the beginning, she found herself out of college in Santa Barbara and not sure which way to go. After a visit with some friends in Los Angeles, and an impromptu meeting with the VP of National Promotions at the newly formed FOX Broadcasting Network, Joey scored a much coveted role as Manager of National Promotions. She cut her teeth as part of an agile, tight knit department of five, putting on advertiser-supported, ratings driven promotions during FOX's ground breaking initial years as the 4th Network. Supporting shows like Melrose Place, 90210, The X-Files, and The Simpsons, as well as the launch of the NHL and NFL on FOX, she learned how to pitch proposals, film interstitials, manage on-air talent and work alongside epic brand partners such as Dr Pepper, Sprint and Taco Bell.

In my career, I have worn many hats. I was the manager of National Promotions at FOX Broadcasting in its first years of inception as the first new national network. I worked in positions as varied as client information at The William Morris Agency to Public Relations at a mid-sized publishing house. I always sort of loved what I did, but never felt really like any of the jobs were ‘the job’ I was meant to do. 

When I finally moved to New York in 1999, it was to take the position of account supervisor on the Bank of America Business Account at the now defunct Bozell Agency (a legend of a place). Account services were on the 4th or 5th floor, and we worked very closely with the 3rd floor Production Department. I ran a small team and busied myself with PowerPoint presentations on M&A deals, strategy sessions, and collecting info for tombstone ads. But in my heart of hearts, I always envied the people on the 3rd floor - it was more free spirited, more fun, and more alive. Churning with creative people making things.

After about a year, my boss and I were having a conversation, and at one point she said “you dress more like you should be on floor three.” That stuck with me - I thought about it for a few weeks. I did want to be on three. So, one day I went down to see the head of production and legendary boss Andrew Chinich. He was an old school producer and ran a tight knit group of very loyal producers. He was tough - very tough - but also quite charismatic and super smart. I had always looked up to him as a leader in the agency. I confidently walked in, sat on the couch, and declared that I wanted to be a producer. Of course this was met with scepticism. How could I go from an Account Supervisor to the very lowest position in production? There would be a cut in my title. A 50% pay reduction. I’d have to learn everything from the ground up, starting as an Assistant Producer. He asked me to think about it, but I didn’t have to.

Everyone I asked at the time had differing opinions... from ‘no way’, and ‘you got this far - why go back to the bottom’, to ‘if that’s what you want to do, then you should do it’. But, it involved a lot more than that. I had to move out of my apartment, change my lifestyle, change everything that had brought me to this point in NYC.

But I realised it was more important to do something creative. Something where I was building or making something, something that I loved, which was bringing a project together - touching all aspects of the process, not just one. And I was willing to take the gamble, because every decision in life is one. 

Just like that, I dove in head first into the world of production. With so many epic senior producers as my guides - Michele Ferone, Celia Everett, Sasha Stollman, and with Robin Oksenhendler and Araceli Moreno as my BA guides, I learned the ropes and worked my way back up the ladder.

For me, the important lesson was to love what you do. Don’t just do what you do to exist - and that it’s never too late to make a change. All of these many years later, I am still in production, but in another area that was new to me when I started in it eight years ago - music. At SoStereo, I’m surrounded by teammates that took the same leap of faith that I did. Another gamble that paid off, and I love every minute of it.

So, anyone who knows me would know that my advice to anyone would be to go for it - whatever it is. If you want to make a change, go for it. Confidence in yourself, hard work, and perseverance will always pay off. And doing what you love is the cherry on top.