{"id":20978,"date":"2016-04-25T16:00:40","date_gmt":"2016-04-25T20:00:40","guid":{"rendered":"https:\/\/www.wework.com\/creator\/?p=20978"},"modified":"2020-04-03T17:58:25","modified_gmt":"2020-04-03T21:58:25","slug":"rockers-by-night-leon-lyazidi-and-uliana-preotu-are-all-business-by-day","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/community-stories\/member-spotlight\/rockers-by-night-leon-lyazidi-and-uliana-preotu-are-all-business-by-day","title":{"rendered":"Rockers by night, Leon Lyazidi and Uliana Preotu are all business by day"},"content":{"rendered":"\n<p>When New York City musicians Leon Lyazidi and Uliana Preotu formed their first rock band back in 2006, they weren\u2019t looking for money or fame. They were purists, creating music for its own sake.<\/p>\n\n\n\n<p>But once they were on the road, they quickly realized it\u2019s a dog-eat-dog world. Audiences were sparse, critics were unforgiving, and it looked like they\u2019d never get the attention of a record company. Their funds were running out.<\/p>\n\n\n\n<p>\u201cWe had to take another look at ourselves and understand why people don\u2019t like our music and why we\u2019re not getting this opportunity or that opportunity,\u201d says Preotu, a <a href=\"https:\/\/www.wework.com\/locations\/new-york-city\/chelsea\" target=\"_blank\" rel=\"noopener noreferrer\">WeWork Chelsea<\/a> member.<\/p>\n\n\n\n<p>So they decided to completely start over. Since then, their band <a rel=\"noopener noreferrer\" href=\"http:\/\/cilverband.com\/\" target=\"_blank\">Cilver<\/a> has signed a deal with an indie record label and seen their first single \u201cI\u2019m America\u201d get plenty of coverage. After a lot of time in the studio, their new album <em><a rel=\"noopener noreferrer\" href=\"https:\/\/itunes.apple.com\/us\/album\/not-the-end-of-the-world\/id1058897677\" target=\"_blank\">Not the End of the World<\/a><\/em> will debut April 29.<\/p>\n\n\n\n<figure class=\"wp-block-embed-youtube wp-block-embed is-type-video is-provider-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Cilver - I&#039;m America\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/_A1LLxG0tQo?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>&#8220;Making this record was the hardest thing Leon and I ever had to do,&#8221; says Preotu. &#8220;We were prototyping&nbsp;<a href=\"https:\/\/www.activatr.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Activatr&nbsp;<\/a>while recording it in Chicago.&nbsp;Not losing the creative juices while doing so was the biggest challenge.&nbsp;We are extremely proud about how it turned out. It is the best music we&#8217;ve written so far.&#8221;<\/p>\n\n\n\n<p>Throughout this process, Lyazidi and Preotu learned a thing or two about hiring the right people, connecting with their&nbsp;audience, and promoting themselves&nbsp;through social media. As they launched their new band, they also co-founded a marketing business called Activatr.<\/p>\n\n\n\n<p>How does it work? Basically, companies get their current customers to promote them through their own social media networks.<\/p>\n\n\n\n<p>\u201cThe business does a call to action to its consumers,\u201d says Lyazidi, also a WeWork Chelsea member. \u201cIn exchange for a perk like a discount, free trial, or some sort of exclusive offer, consumers schedule content to push through their social media.\u201d<\/p>\n\n\n\n<p>The co-founders initially targeted musicians who needed help building a following and selling their merchandise. For example, they do all of the band\u2019s marketing through Activatr. But they\u2019ve expanded their client base to any type of business that would benefit from word-of-mouth advertising.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"\/ideas\/wp-content\/uploads\/sites\/4\/2016\/04\/Rockers-by-Night-Leon-Lyazidi-and-Uliana-Preotu-Are-All-Business-by-Day2-800x571.jpg\" alt=\"Rockers by Night, Leon Lyazidi and Uliana Preotu Are All Business by Day2\" class=\"wp-image-20985\"\/><\/figure>\n\n\n\n<p>In case running a business isn\u2019t enough, Preotu has been busy learning to code. Lyazidi is pursuing a master\u2019s program at New York University\u2019s Stern School of Business.<\/p>\n\n\n\n<p>And, of course, they are both pursuing their music careers.<\/p>\n\n\n\n<p>\u201cWhen I started NYU in May, we were also editing our record at BMG Studios,\u201d Lyazidi says. \u201cSo from 7 AM to 7 PM, I was in class wearing a suit and tie. Then I would roll up to the studio, take of my suit, and put on a T-shirt.\u201d<\/p>\n\n\n\n<p>They say their key takeaway from the whole experience is the importance of pulling together the right team and learning from their setbacks.<\/p>\n\n\n\n<p>\u201cThis isn\u2019t just a project,\u201d Preotu says. \u201cWe feel strongly about it, which is why we decided to struggle financially and make a ton of mistakes. When we go all in, we go all in.\u201d<\/p>\n\n\n\n<p>Photos:&nbsp;<a href=\"https:\/\/www.facebook.com\/SicPicPhotography\" target=\"_blank\" rel=\"noopener noreferrer\">SicPicPhotography<\/a>, <a href=\"https:\/\/www.facebook.com\/ScenesOfMadnessPhotography\/\" target=\"_blank\" rel=\"noopener noreferrer\">Scenes of Madness Photography<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>When New York City musicians Leon Lyazidi and Uliana Preotu formed their first rock band back in 2006, they weren\u2019t looking for money or fame. They were purists, creating music for its own sake. But once they were on the road, they quickly realized it\u2019s a dog-eat-dog world. Audiences were sparse, critics were unforgiving, and [&hellip;]<\/p>\n","protected":false},"author":917,"featured_media":20984,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[43903,43911],"tags":[],"class_list":["post-20978","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-community-stories","category-member-spotlight"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.4 (Yoast SEO v25.3.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Rockers by night, Leon Lyazidi and Uliana Preotu are all business by day<\/title>\n<meta name=\"description\" content=\"When they&#039;re not onstage performing as hard rock band Cilver, Leon Lyazidi and Uliana Preotu run a marketing business called Activatr.\" \/>\n<meta name=\"robots\" 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