Project FreeFall: The Future of Artist Representation

Graphic by Jonah Weintraub

By: Lachlan Sartison

Project FreeFall has taken off into the world of content creation while paving its way into mainstream media with ideas that define the new age of artist representation. Founded by junior SU students Nick Moscatiello (CEO) and Thomas O’Brien (COO) in 2023, the project seamlessly integrates client exposure through social media, short films, music videos, and viral episodic series. Representing artists such as Johnny2Phones and doing content for notable rappers such as Cordae and Sexyy Red, Project FreeFall has started to carve its own path and separate itself by reaching powerful niches while staying consistent and driving the message of a “becoming a home for people who want to FreeFall into their dreams,” O’Brien says. 

Understanding the ebbs and flows of the music industry is crucial in today’s game. Project FreeFall plays to its strength by realizing that some artists aren’t necessarily looking for management teams anymore. Social media is the most critical part of the plan, and everything in the process must revolve around executing a fast and flexible strategy. With the team’s experienced editors and the progressive business model, O’Brien and Moscatiello should have no trouble in eventually achieving Project FreeFall’s long-term goal of owning a New York office and developing a concert series to allow rising artists to get exposure and be able to fund their video campaigns. 

“We want to be the Red Bull for creators and artists alike,” Moscatiello says. 

Taking inspiration from industry leaders and content creators such as Cole Bennett and his brand, Lyrical Lemonade, FreeFall seeks to be more nimble and creative with mainstream media with a unique and quick-on-its-feet approach. Both O’Brien and Moscatiello highlight the message that “People should desire to work with FreeFall because it’s FreeFall, not because of the services we provide,” and that’s what they’ve been excelling at in the early stages of their company. Examples of their success include formulating strategies for their TikTok series Pick up the Headphones if You Can Dance and working with producers like HunnaGBeats to create a consistent set of videos that have developed a mass of views and likes across all their platforms, yielding over 60 million views. 

When asked about who would be their dream artist to represent, both of them rebutted with their own version that shows their wisdom and passion for this company:

“Finding an artist you love and getting them there is more gratifying.”  

Project FreeFall has created a lasting impression on many artists and provided them with the tools to succeed in the constantly changing music industry. With that approach comes growth that most companies would kill for. Both O’Brien and Moscatiello acknowledge the hardship of balancing work and still being juniors in college. They realize maintaining growth and keeping artists is a significant challenge in the music industry. This is just the beginning, and with Moscatiello and O’Brien at the helm of Project FreeFall, the future is bright.