Jordan Birnbaum

Host

Project Ethos: Now THAT'S How You Build Community!

Aug 28, 2013·78 visitors

Jason Peskin

Cohost

Stage· 189 messages

Aug 28, 2013

In the 10 years I owned The Vanguard in Los Angeles, my favorite event of all was Project Ethos: Fashion. Music. Art. And it keeps getting bigger and better. Let's tawk with creator Jason Peskin about being at the center of a WORTHWHILE cultural phenomenon. projectethos.tv

Jordan Birnbaum · 1:00 AM

Mr. Peskin I presume?

Jason Peskin · 1:00 AM

Mr. Birnbaum! Am I typing in the right place?

Jordan Birnbaum · 1:00 AM

You are indeed. You always were a smart one...

Jason Peskin · 1:00 AM

Haha man its been too long!

Jordan Birnbaum · 1:01 AM

So thank you for doing this! I know - I almost forgot that we are both members of the well-trimmed beard tribe.

Jason Peskin · 1:01 AM

Hahaha awesome. Its my pleasure.

Jordan Birnbaum · 1:02 AM

So Jason part of what made me think to ask you to do this is because I have become really interested in building and developing various communities.

Jordan Birnbaum · 1:02 AM

And Project Ethos is one of the coolest communities I have ever been around

Jason Peskin · 1:02 AM

Thank you for saying that

Jordan Birnbaum · 1:03 AM

So just for anyone who's not familiar, Complete this sentence. Project Ethos is:

Jason Peskin · 1:03 AM

Project Ethos gives emerging fashion designers, musicians and artists a platform of exposure through live events and online

Jason Peskin · 1:04 AM

Our live events combine a fashion show/concert/art gallery and is open to both industry and consumer

Jason Peskin · 1:04 AM

our web series creates content based on these events and its participants

Jordan Birnbaum · 1:05 AM

So you basically produce 3 events simultaneously. You realize, of course, that most people consider it difficult to produce just one?

Jason Peskin · 1:05 AM

yes i do realize. its a really hard thing to do what we do!

Jordan Birnbaum · 1:06 AM

So give me an idea of the inspiration. Where were you in your life when the idea first entered your consciousness?

Jason Peskin · 1:07 AM

i was 24 and owned a small ad agency. doing pretty good but generally bored and unhappy with my work. i had produced some events when i got out of high school and thought it might be cool to get back into it. something with heart

Jason Peskin · 1:07 AM

i was surfing the web and came across a designer looking to launch her line at a fashion show

Jason Peskin · 1:07 AM

i had never done a fashion show but i had a lot of connections with venues and advertisers etc

Jason Peskin · 1:08 AM

we thought it may be cooler if we did something a little different so we added music and art

Jordan Birnbaum · 1:08 AM

because just one wouldn't have been enough, obviously.

Jason Peskin · 1:08 AM

haha yes

Jason Peskin · 1:08 AM

im into innovation.

Jordan Birnbaum · 1:09 AM

OK, so what did you do? Did you stat calling venues yourself? did you call any friends to help? What happened next?

Jason Peskin · 1:09 AM

i called my friends at sean healy presents

Jason Peskin · 1:09 AM

they had venues all over town and were nice guys. open to ideas

Jason Peskin · 1:09 AM

they hooked me right up with the el rey and we had a date

Jason Peskin · 1:10 AM

then the pressure was on.

Jordan Birnbaum · 1:10 AM

so first, how did you find the bands? how did you find the artists? how did you find the designers? how did you find the models?

Jason Peskin · 1:11 AM

once we had a date and venue, we pretty much just used myspace as our main resource. it was huge back then.

Jason Peskin · 1:11 AM

we hit a million people up on there

Jordan Birnbaum · 1:11 AM

what year was this?

Jason Peskin · 1:11 AM

also we went to all of our friends that had talent. remember im born and raised in LA with a lot of talented friends

Jason Peskin · 1:11 AM

2005

Jordan Birnbaum · 1:12 AM

Cool - so did you have in your head a vision of how it would look? Or were you simply throwing a bunch of elements together to see what happened?

Jason Peskin · 1:12 AM

we had a vision for sure. we knew the art would line the walls of the venue and a runway would extend out from their concert stage. then the band would be on the stage

Jason Peskin · 1:13 AM

it fit perfectly.

Jordan Birnbaum · 1:13 AM

So do you think heading into the event that you had a handle on all of the logistical issues? Or did things come up you never considered?

Jason Peskin · 1:14 AM

a lot of things came up. and it was really difficult to deal with just the shear amount of people involved. and all creatives on top of it

Jason Peskin · 1:14 AM

my head was spinning.

Jordan Birnbaum · 1:15 AM

So what were some of the more serious people issues? was it a question of people's attention to detail, people's egos?

Jason Peskin · 1:15 AM

all of the above bro. we had a designer just flat out not show up for one...

Jason Peskin · 1:15 AM

and we had a dvd made of graphics and music that was play only

Jason Peskin · 1:16 AM

a lot of attitudes

Jordan Birnbaum · 1:16 AM

So looking back on the first one, what was easier than imagined it would be, and what was tougher?

Jason Peskin · 1:17 AM

what was easy was that I could not believe how many people were there. almost 800. thats insane with no big names etc. just a giant community of people all supporting something fresh. it blew my mind.

Jason Peskin · 1:17 AM

the production was painful

Jason Peskin · 1:17 AM

i put together the runway myself with my friends

Jordan Birnbaum · 1:18 AM

tinker toys?

Jason Peskin · 1:18 AM

exactly

Jordan Birnbaum · 1:18 AM

I hope the models were light...

Jason Peskin · 1:18 AM

it was all based on relationships and elbow grease then

Jason Peskin · 1:18 AM

actually the models were a tad heavier back then lol

Jordan Birnbaum · 1:19 AM

So part of what I loved about Project Ethos is what you mentioned. I was so inspired by the appetite for original and edgy art. Plus the art was amazing.

Jason Peskin · 1:19 AM

thanks man. we always try to bring something fresh and new

Jason Peskin · 1:19 AM

even if its a little risque

Jordan Birnbaum · 1:20 AM

so, at some point during that event, did you think "Well, my life just changed."

Jason Peskin · 1:20 AM

i did actually. i was standing there and watching the fashion show and hearing people scream for the designer and models like it was a rock concert - i knew we had done something that was different and i could feel the energy in the room

Jason Peskin · 1:21 AM

it excited me and frightened me all at once

Jordan Birnbaum · 1:21 AM

★ Spotlighted from Rachel McDonnell

“live music is ALWAYS the right choice! ;)”

Jordan Birnbaum · 1:21 AM

ain't that the truth?

Jordan Birnbaum · 1:22 AM

OK - so now that you were all hot and bothered (paraphrasing you), what were your next thoughts about moving Ethos forward?

Jason Peskin · 1:23 AM

haha ok. my thoughts were, lets do another one. but i was not thinking about it being a business

Jason Peskin · 1:23 AM

just knew i wanted to do it again. asap.

Jordan Birnbaum · 1:23 AM

★ Spotlighted from Rachel McDonnell

“exciting and frightening I believe that is when you know you are found where you were meant to be :)”

Jordan Birnbaum · 1:23 AM

Operationally, what was the most important stuff you learned for the second event?

Jason Peskin · 1:24 AM

operationally it was just making the behind the scenes smoother

Jason Peskin · 1:25 AM

less frantic with models, better designers etc

Jason Peskin · 1:25 AM

like lets improve in all areas

Jordan Birnbaum · 1:25 AM

bookings, rehearsals, promotions, the whole nine?

Jason Peskin · 1:25 AM

yes the entire process was refined. we looked at what was good and what was not.

Jason Peskin · 1:26 AM

it was so long ago i barely remember!

Jordan Birnbaum · 1:26 AM

how many people total were involved in the second show?

Jason Peskin · 1:26 AM

working?

Jordan Birnbaum · 1:26 AM

yes

Jason Peskin · 1:26 AM

a solid 100

Jordan Birnbaum · 1:27 AM

So given where you are now, you obviously did a very effective job of leading a very large group of people.

Jordan Birnbaum · 1:27 AM

The big question - what's the secret?

Jordan Birnbaum · 1:27 AM

How did you get buy in and cooperation from so many people?

Jason Peskin · 1:27 AM

well the secret for me was spirituality. i learned very young about how to better control my emotions and actions. not to react and stay calm.

Jason Peskin · 1:28 AM

i have been a student of the kabbalah centre for almost 10 yrs

Jason Peskin · 1:28 AM

studied all religions and forms of spirituality since i was very young

Jason Peskin · 1:28 AM

deepak chopra, lots of others

Jordan Birnbaum · 1:28 AM

Really, because I always found you to be totally neurotic! (just kidding)

Jason Peskin · 1:28 AM

yes i am also like that too a bit cuz u have to be

Jordan Birnbaum · 1:29 AM

no doubt

Jason Peskin · 1:29 AM

but when it comes to leading over 200 people in an event, you better be calm

Jordan Birnbaum · 1:29 AM

this is true

Jason Peskin · 1:29 AM

u have to believe everything is going to work out. and have certainty. that spreads around

Jordan Birnbaum · 1:29 AM

So what were some of the tactics? Did you have very clearly defined roles for people?

Jason Peskin · 1:30 AM

yes we had a director for each facet. fashion/music/art. then coordinators for each, and then assistants, and finally volunteers and interns

Jason Peskin · 1:30 AM

each piece was a small army

Jason Peskin · 1:30 AM

yet we all worked together

Jordan Birnbaum · 1:31 AM

So did you spend more time on operations, creative, or staff therapist?

Jason Peskin · 1:32 AM

all of the above again. as a leader you have to be willing to get on your knees and tape wire down, all the way to doing an interview

Jason Peskin · 1:32 AM

i did a little bit of everything

Jason Peskin · 1:32 AM

im the glue.

Jordan Birnbaum · 1:32 AM

OK - so the second show went well. How did things start to change?

Jason Peskin · 1:33 AM

we just went on doing it for fun for a while. i had other ventures so i didnt put all of my time into it

Jason Peskin · 1:33 AM

not until about 2009 just before i met u

Jason Peskin · 1:33 AM

thats when we actually got really serious about it

Jordan Birnbaum · 1:33 AM

by the way, when you say "we" for fun, how many people are the we? and who are they?

Jason Peskin · 1:33 AM

for a while i didnt want it to be a business

Jason Peskin · 1:34 AM

my team and i that were on those first events

Jason Peskin · 1:34 AM

ricky, scott, brianne

Jason Peskin · 1:34 AM

erica

Jason Peskin · 1:34 AM

the old school crew.

Jordan Birnbaum · 1:34 AM

small group of you then. the OG.

Jason Peskin · 1:34 AM

yeah it was about a half dozen of us

Jason Peskin · 1:35 AM

but we all had "day jobs"

Jordan Birnbaum · 1:35 AM

So you decide to go for it -stop treating it as a fun side project and start making it your career. And you moved your event to Vanguard, right?

Jordan Birnbaum · 1:35 AM

how many had you done by then?

Jason Peskin · 1:36 AM

we had done 7 of them

Jason Peskin · 1:36 AM

our 8th was at vanguard with u

Jordan Birnbaum · 1:36 AM

Yeah -that was pretty awesome.

Jason Peskin · 1:37 AM

you really took us in like family

Jason Peskin · 1:37 AM

ill never forget the warmth of that place

Jordan Birnbaum · 1:37 AM

yeah, I'm pretty cool.

Jason Peskin · 1:37 AM

well u had 500 action figures on your walls

Jason Peskin · 1:37 AM

i knew u were my kinda guy

Jordan Birnbaum · 1:38 AM

interesting side note about me, but we digress

Jason Peskin · 1:38 AM

Jordan Birnbaum · 1:38 AM

you now had a thriving community of artists, designers, musicians and creative people of all sorts. How did that feel for everyone?

Jordan Birnbaum · 1:39 AM

was it like you discovered the island of misfit toys or something?

Jason Peskin · 1:39 AM

it always put butterflies in my stomach and still does

Jason Peskin · 1:39 AM

and in terms of the misfits - they turn into stars sometimes

Jason Peskin · 1:40 AM

like Bruno Mars

Jordan Birnbaum · 1:40 AM

★ Spotlighted from Lucy Dyer

“500? good lord!! :-O”

Jordan Birnbaum · 1:40 AM

★ Spotlighted from Rachel McDonnell

“nerds rule! ;)”

Jason Peskin · 1:43 AM

did we lose Jordan

Jordan Birnbaum · 1:43 AM

hey pal I'm back

Jordan Birnbaum · 1:43 AM

I just had an internet outage

Jordan Birnbaum · 1:43 AM

you still here?

Jason Peskin · 1:43 AM

here my man

Jordan Birnbaum · 1:44 AM

so I was taweking about the feelings that were running through the community. What were some of the elements that were responsible for keeping everyone together?

Jordan Birnbaum · 1:45 AM

★ Spotlighted from Lucy Dyer

“give those hamsters a kick up the butt,tell em to run faster!”

Jordan Birnbaum · 1:45 AM

stupid Internet

Jason Peskin · 1:45 AM

to start - positivity. we always made sure to be as positive as we could and be kind and helpful to one another

Jason Peskin · 1:46 AM

even if we were under pressure or having a shitty day

Jason Peskin · 1:46 AM

it goes a long way

Jordan Birnbaum · 1:46 AM

did that mean that some people would try to take advantage?

Jason Peskin · 1:46 AM

always man

Jason Peskin · 1:46 AM

but we remained assertive when we had to be

Jason Peskin · 1:47 AM

ya see jordan people in the business are just arbitrarily rude or mean

Jason Peskin · 1:47 AM

when people or artists would meet us they would be like " you guys are cool"

Jason Peskin · 1:47 AM

we upheld this standard at all times

Jordan Birnbaum · 1:48 AM

So what about the artists themselves? What do you think they were getting from the community, non-tangibly?

Jason Peskin · 1:49 AM

im trying to understand your question...

Jordan Birnbaum · 1:49 AM

lol sorry.

Jordan Birnbaum · 1:50 AM

I'm guess I'm imagining that communities like yours are hard to find, and I wondered if the artists were especially gratdeful to have found one another.

Jordan Birnbaum · 1:50 AM

★ Spotlighted from Rachel McDonnell

“I'm sure that attracted a lot of really great people to your cause! Positivity and Kindness really do go along way.. especially in today's world. We need more of it! :)”

Jason Peskin · 1:51 AM

yes they always were. so much so that they never wanted to leave. they would want to be in the next show and we would have to say sorry we need to leave the slot open for new people

Jason Peskin · 1:51 AM

so some would just join the team

Jordan Birnbaum · 1:51 AM

It's incredible how motivating a good community can be, isn't it?

Jason Peskin · 1:52 AM

it is, because we all just want to be treated with some level of normalcy. and in LA people are just difficult sometimes

Jason Peskin · 1:52 AM

so i think it was refreshing

Jordan Birnbaum · 1:52 AM

★ Spotlighted from Lucy Dyer

“it can lead to self motivation too”

Jason Peskin · 1:52 AM

my parents are from back east so i brought that NY vibe as well

Jordan Birnbaum · 1:52 AM

not just in LA. On Earth. People are difficult.

Jason Peskin · 1:53 AM

well you are right and we definitely were not perfect. we just were pretty nice compared to others

Jordan Birnbaum · 1:53 AM

So tell us soime highlights about how big and successful Project Ethos has become

Jason Peskin · 1:54 AM

well we have a long way to go, because we do everything slow and steady and on our own pace. we believe in doing things for the right reasons

Jordan Birnbaum · 1:54 AM

★ Spotlighted from Rachel McDonnell

“that's very inspiring to hear.. especially when many think being "cut-throat" is now the only way to be successful. :/”

Jason Peskin · 1:55 AM

we have now done shows in San Diego, San Francisco, Portland, Scottsdale, and Las Vegas

Jordan Birnbaum · 1:55 AM

and share some of the talent that has been involved

Jason Peskin · 1:55 AM

also launched a web series online

Jason Peskin · 1:56 AM

We got on a roll with music acts – LMFAO, Far East Movement, Bruno Mars and Miguel – all before they were topping the billboard charts.

Jordan Birnbaum · 1:56 AM

did youi pick the bands, or did you have the right people?

Jason Peskin · 1:56 AM

we also have seen hundreds of paintings old and got designers placed in stores

Jordan Birnbaum · 1:56 AM

pretty badass.

Jason Peskin · 1:56 AM

myself and scott warren our music director

Jason Peskin · 1:56 AM

we worked as a team

Jason Peskin · 1:57 AM

scott is a musical genius

Jordan Birnbaum · 1:57 AM

so Project Ethos is a real feel good story. Good people, good vibes, great art, and success.

Jordan Birnbaum · 1:57 AM

I'm really happy for you bud

Jason Peskin · 1:57 AM

yes and plenty of drama too dont get it twisted

Jason Peskin · 1:58 AM

anything brilliant takes struggle too

Jordan Birnbaum · 1:58 AM

yeah, but you know what else has drama? living.

Jason Peskin · 1:58 AM

totally.

Jordan Birnbaum · 1:58 AM

so let's go out with some vision. what matters most to you for Project Ethos moving forward?

Jason Peskin · 1:59 AM

i want our participants to be able to reach the most amount of people possible through our live events and web series. that means more shows worldwide and working harder and harder to get our online part of it huge. more exposure for the artists

Jason Peskin · 2:00 AM

if we do it right online, we can get our artists exposed to a million people in one day

Jason Peskin · 2:00 AM

compared to an event

Jason Peskin · 2:00 AM

but the event will always be magical.

Jordan Birnbaum · 2:00 AM

so as soon as you're done reading this, you should be going here: projectethos.tv

Jason Peskin · 2:01 AM

Thank you so much Jordan for your support as always!

Jordan Birnbaum · 2:01 AM

thanks pal - this was really fun. and I'm so happy your business is growing. gives me a little more faith in humanity.

Jason Peskin · 2:01 AM

Jordan Birnbaum · 2:02 AM

thanks all for being here - you're the best!

Forum · 35

Forum· 35 comments

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Rachel McDonnellAug 28, 2013, 1:03 AM

I am a fan of the well-trimmed beard club lol

Rachel McDonnellAug 28, 2013, 1:05 AM

that sounds amazing :)

Lucy DyerAug 28, 2013, 1:07 AM

am i late?

Lucy DyerAug 28, 2013, 1:09 AM

one never enough? sounds a bit like when you have some chocolate

Rachel McDonnellAug 28, 2013, 1:09 AM★ Spotlighted

live music is ALWAYS the right choice! ;)

Lucy DyerAug 28, 2013, 1:15 AM

sometimes just throwing things together and hoping for the best can be good...

Rachel McDonnellAug 28, 2013, 1:21 AM★ Spotlighted

exciting and frightening I believe that is when you know you are found where you were meant to be :)

Shariff HazanAug 28, 2013, 1:37 AM

this is #swagG....

Lucy DyerAug 28, 2013, 1:37 AM★ Spotlighted

500? good lord!! :-O

Rachel McDonnellAug 28, 2013, 1:38 AM

haha! :)

Rachel McDonnellAug 28, 2013, 1:38 AM★ Spotlighted

nerds rule! ;)

Lucy DyerAug 28, 2013, 1:38 AM

maybe i should pick Jason's brain about you JB...you know,for homework

Rachel McDonnellAug 28, 2013, 1:43 AM

maybe? he isn't usually this quite lol

Rachel McDonnellAug 28, 2013, 1:43 AM

*quiet

Lucy DyerAug 28, 2013, 1:43 AM

i just lost have of this Tawk!

Lucy DyerAug 28, 2013, 1:43 AM

*half

Rachel McDonnellAug 28, 2013, 1:43 AM

(glad I not the only one who can't type tonight lucy lol)

Lucy DyerAug 28, 2013, 1:44 AM

i never can rachal. fat fingers

Rachel McDonnellAug 28, 2013, 1:44 AM

I think my brain goes faster than my hands lol

Lucy DyerAug 28, 2013, 1:44 AM

me too

Rachel McDonnellAug 28, 2013, 1:44 AM

hold your computer up to the window Jordan! lol

Lucy DyerAug 28, 2013, 1:44 AM★ Spotlighted

give those hamsters a kick up the butt,tell em to run faster!

Rachel McDonnellAug 28, 2013, 1:48 AM★ Spotlighted

I'm sure that attracted a lot of really great people to your cause! Positivity and Kindness really do go along way.. especially in today's world. We need more of it! :)

Lucy DyerAug 28, 2013, 1:52 AM★ Spotlighted

it can lead to self motivation too

Rachel McDonnellAug 28, 2013, 1:52 AM★ Spotlighted

that's very inspiring to hear.. especially when many think being "cut-throat" is now the only way to be successful. :/

Lucy DyerAug 28, 2013, 1:53 AM

LA = Hell-A....

Lucy DyerAug 28, 2013, 1:55 AM

have you done any shows in the UK? would love to able to see one,doubt it but one can dream,right?

Lucy DyerAug 28, 2013, 1:56 AM

those arent bands tho. just people with backtracks.

Lucy DyerAug 28, 2013, 2:00 AM

maybe one day,my art could be on one of your shows,Jason. Dream Big! :-)

Rachel McDonnellAug 28, 2013, 2:01 AM

that's awesome good luck to you Jason! :) Keeping the arts alive and thriving in a positive manner is so needed :)

Rachel McDonnellAug 28, 2013, 2:02 AM

thanks to both of you. great tawk, :)

Lucy DyerAug 28, 2013, 2:02 AM

see ya saturday JB!!!

Rebecca Westbrook TokerAug 28, 2013, 2:03 AM

Thanks, guys!