Empowering Artists to Lead - With Clarity, Strategy, and Integrity
At Green Room Strategy, our mission is to serve artists and entrepreneurs whose creative work carries real cultural impact. We believe the music industry should work for artists - not extract from them.
Too often, the people creating the most value are the last to benefit from it. We founded GRS to help change that. We bring strategic clarity to artists who are ready to lead their own careers, build their own ecosystems, and do it all without compromising their vision.
We believe in slow growth with real roots. We believe in momentum that compounds. And we believe that art, when supported with strategy, can change the world.
John Lucchetti, President
Strategist. Connector. Advisor to Culture-Shaping Artists.
Based near Salt Lake City, John Lucchetti is a music-obsessed strategist and trusted advisor to artists, creative entrepreneurs, and organizations.
He founded Green Room Strategy to bridge the gap between creative excellence and long-term business growth, offering support that’s equal parts heart and rigor.
For over two decades, John has helped musicians and mission-driven teams grow their businesses through brand strategy, marketing, and strategic partnerships.
He’s fluent in both sides of the business, the creative and the commercial, and helps artists move forward with clarity, confidence, and control over their careers.
Originally trained as a jazz guitarist at the University of Utah and University of North Texas, a hand injury shifted John’s path toward the business side of music. But the experience of studying alongside world-class musicians gave him a deep understanding of what artists really need: someone who gets it, sees the big picture, and helps them build a path that aligns with their vision.
EXPERIENCE
John served as an Executive Producer for the Musicians for Kamala national livestream event, a high-profile digital broadcast in partnership with the Harris/Walz campaign. The event brought together an all-star lineup of artists and cultural leaders for a powerful moment of unity and impact during the 2024 election season.
John co-founded Santa Barbara Records, a purpose-driven label designed to support artist sustainability and generate cultural impact across California’s Central Coast.
As VP of Client Partnerships at Oniracom, he led strategic campaigns for a wide range of global clients and developed a bird’s-eye view of what truly works in entertainment marketing across music, film, tech, live events, non-profits, and beyond.
Artists and organizations John has worked with include:
The legendary Alan Parsons (served as co-manager), 5x Grammy-Winner (25x nominee) and Opry Member William Lee Golden from The Oak Ridge Boys, Emmy & Peabody Winning Comedian Paul Mecurio (Late Show with Stephen Colbert), 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, Rudresh Mahanthappa, and more.
Whether consulting on strategy, guiding a release, or advising on long-term career planning, John shows up as a steady, clear-thinking partner artists can rely on, no hype, no pressure, just honest progress.
COMMUNITY
John currently serves on the Amplify Arts Project (Formerly Girls Rock Santa Barbara) Board of Directors, and previously served as the 2019–2020 President of the Rotary Club of Montecito.
Charles Miller
Senior Digital Strategist – Entertainment, Brand & Culture
Charles Miller is a nationally recognized digital strategist and speaker with deep experience at the intersection of entertainment, media, and emerging technology.
As the former Vice President of Communications at Madison Square Garden Entertainment, Charles advanced their news monitoring strategy, launched digital influencer initiatives, and created a social listening practice to inform campaigns for iconic brands including the New York Knicks, New York Rangers, Rockettes and entertainment properties across the U.S. and in the UK.
Before MSG, he was a founding executive on the AT&T / DIRECTV NOW product launch team, working across the U.S., Philippines, and India to bring one of the first major streaming platforms to market. He also led the DIRECTV brand’s initial launch on social media, establishing industry benchmarks in social listening, earned media, and influencer collaboration - earning industry analyst recognition for best practices and invitations to speak at national conferences on digital engagement strategy.
Charles brings a unique blend of creative direction, cultural insight, and operational precision to every project, shaped by early roles in niche industry publishing, top-secret assignments for a U.S. federal agency contractor, and even time as a professional set musician.