It’s our mission to work in support of professional artists and entrepreneurs whose clear vision impacts the world, affecting our culture in a positive way.
We believe the entire music ecosystem is built on the backs of artists who are too often last in line to benefit from the enormous value their work creates. We founded GRS to right these wrongs, to empower artists with information, and to form intelligent plans that create a buildup of momentum that ultimately leads to breakthrough.
John Lucchetti, Founder
Based near Salt Lake City, Utah, John is a music obsessed strategist, community builder, and trusted advisor to artists and organizations. He founded Green Room Strategy as part of his personal mission to support professional artists and entrepreneurs who impact our culture in a positive way.
For over 20 years he has helped professional musicians and organizations grow their businesses through marketing strategy, business development, and strategic partnerships.
With a strong grasp of both the creative and strategic sides of the business, he supports artists in navigating the modern music industry, helping them balance their artistic drive with the business strategies needed for long-term success
After studying Jazz Guitar at The University of North Texas, a hand injury led him to work on the business side of the Music Industry. Being surrounded by world-class musicians at university solidified his desire to collaborate with the best creative minds and his true gift is serving as a trusted bridge between art and commerce.
John co-founded Santa Barbara Records as a purpose-driven record label focused on creating a rising tide of career sustainability for artists and generating meaningful cultural impact on California's Central Coast.
His experience as Vice President of Client Partnerships at Oniracom provided a birds-eye view of how customized strategies can be effective across hundreds of top-tier clients. While there, he cultivated a network of proven leaders spanning Music, Technology, AR/VR, Film, Television, Live Events, Non-profits, and more.
Over the years John has had the pleasure to work with global clients such as; the legendary Alan Parsons (served as co-manager), 5x Grammy-Winner (25x nominee) and Opry Member William Lee Golden, Emmy & Peabody Winning Comedian Paul Mecurio, Jack Johnson, Gary Jules (UK Christmas #1 for Mad World), The Santa Barbara Bowl, Bishop Lamont, The Lobero Theater, Warner Music Group, AEG, Johnny Irion, SONOS, Shelterbox, UCSB, Simon Novsky, and Rudresh Mahanthappa.
He serves his community as a current member of the Girls Rock Santa Barbara Board of Directors and was the 2019-2020 President of the Rotary Club of Montecito.