Although known in the music industry as the go-to-guy for cutting-edge urban digital marketing many may be unaware that Jacob Passick was a three-time Dean’s List Recipient while attending the prestigious Cornell University. It was during his pre-teens in New York that Jacob created the Instagram platform @Real_NBAMemes which became highly popular in the sports/music world bringing in 500k followers. The Instagram platform’s success was enough to attract the attention of billionaire entrepreneur and TV Personality Mark Cuban.
Although Cuban made an offer to purchase the sports platform Jacob made a bold decision to decline. Later the company sold for 5x the initial offer from Cuban, proving Jacob’s keen business acumen at a young age. Upon graduation, Jacob began working in the social media department at Billboard Magazine where he grew their social media platform @billboardhiphop by 60% in less than two months. In 2019 he joined Universal Music Group/Island Records and then transitioned to Cactus Jack Records, home to trailblazer Travis Scott.
At Cactus Jack/Stragg Records Jacob was the Marketing & Digital Manager under the tutelage of founder and A&R executive Bizzy Bilal Joseph. In January 2021 Jacob was sought out by megalith Roc Nation where he will lead all the digital activations and marketing for artists including A$AP Ferg, Bobby Shmurda, Jadakiss, Yo Gotti, and The Lox, Chino Braxton, and Benny The Butcher. The burgeoning young exec was responsible for the entire digital rollout surrounding The Lox vs. Dipset during their highly anticipated Verzuz.
It was during this battle that Jacob’s live comments went viral. Jacob was also the Digital Lead for the rollout of Moneybagg Yo’s #1 Album, “A Gangsta’s Pain.” cites a highlight in his career was when Jay-Z joined a recruitment meeting with him and A$AP Ferg. “The boss always told us to be innovative and keep pushing and breaking boundaries,” says Jacob. Jacob was also credited with the making of the music video for A$AP Ferg’s “Green Juice” featuring Pharrell Williams, now boasting over 2 million Youtube views.
During his tenure at Roc Nation Jacob was recognized as a Noisemaker by HITS Magazine, calling him a “Digital Dynamo.” In May 2022 Jacob was appointed the Director of Digital Marketing at Rostrum Records. In this position, Jacob will lead all digital marketing initiatives for Rostrum’s current roster including Mac Miller, Wiz Khalifa, DC the Don, Lou Phelps, and My Favorite Color. He will be reporting to General Manager, Jonathan Partch, while working alongside Colby Silon, Head of Marketing.
Of his new position, Jacob says, “I’m looking forward to working with the hardest working independent record label in the business. Working with a team that cares so deeply about pushing artistry to new boundaries is inspiring. The attention we can give to our clients is unmatched – no politics, just breaking boundaries and innovating.”