Mirrored Media is a full-service experiential marketing firm that creates high impact, enduring lifestyle campaigns specializing in music and entertainment. As innovators within the space, Mirrored helps brands reach their target market through authentic, stand-out experiences that are a win-win for the talent, the brand, and ultimately, the fan. Founded by CEO Justin Lefkovitch, Mirrored Media’s team is composed of experienced, industry-leading experts in production, event design, brand marketing, sponsorships and promotions, talent booking and management, and content creation. As an award-winning agency, Mirrored Media is consistently recognized as one of the most creative companies that caters to brands, media, influencers, and artists, creating custom tailored marketing solutions. By bridging the gap between music, technology, influencers, art, and fashion, Mirrored Media has curated some of the most successful and influential experiential activations and campaigns. Ultimately, every client experiences transformational results.
Mirrored Media’s strength comes from its strong management team and their combined experience. Mirrored Media’s executives have a variety of entertainment backgrounds, each specializing in a different field of both music and management. Mirrored Media’s team and board of advisors range from Steve McBeth, former Disney executive and founding President of Disney Interactive; Steve Kofsky, of RCI Global LLC and business partner of world renowned academy and Grammy award winning film composer Hans Zimmer, and Vaden Saunders, Owner/CEO at Death by Development.
Why Mirrored Media?
We create engaging custom campaigns and tailored activation strategies to increase reach, awareness, and engagement. Below are a few capabilities and services that we specialize in:
On-Site Activations and Exclusive Events
Digital & Social Strategy and Execution
Talent Alignment and Influencer Engagement
Original Content Creation
"This first-of-its-kind Acura integration allows the brand to meaningfully engage with a band that is recognizable and favored among Gen Y. This unique program gives us a unique opportunity to tap into the interests of this younger audience and introduce the all-new ILX as the gateway to the Acura brand"− Susie Rossick - Acura Brand Manager
"The collaboration between Metric and Acura was a refreshing change from the typical corporate approach. Together, we created an organic music alignment which benefits both parties, but in particular the fans. It's a win-win."− Mathieu Drouin, Metric Manager
"mophie certainly captured the attention and imagination of everyone at the festival."− Daniel Glass, CEO and Founder of Glassnote Records
"Mirrored Media is one of the best examples of combining professionalism and passion I've had the privilege of working with. We share a commitment to innovation in collaboration that has inspired my business, and countless others."− Dean Graziano, Founder and CEO Lively
Justin Lefkovitch, CEO and Founder
Justin Lefkovitch is the Founder and CEO of Mirrored Media, one of the entertainment industry’s most influential experiential marketing agencies. Justin founded Mirrored Media with the core understanding that the relationship between the entertainment and marketing industries is unique; one that struggles at times due to industry language barriers, intimidating cultural nuisances, and different objectives. Justin is an entrepreneur who took his vision and created a team in Santa Monica composed of experienced entertainment and marketing industry alums. His experience allows him to truly create a company and culture that bridges the gap between music, technology, influencers, art, and fashion. He has curated some of the most successful campaigns, and his work has been recognized for its creativity and transformational results by Forbes, EventMarketer, Chief Marketer, Inc., AdWeek, LA Business Journal, Huffington Post, Business Rockstars, and the Summit International Creative Awards. Justin has been named one of Los Angeles Business Journal’s “Top Twenty in Their 20s” and The Apex Society’s “Power 30 under 30”, while leading Mirrored Media in winning consecutive EventMarketer’s Top 100 agencies “It List”, Chief Marketers “Top 100 Promotion Marketing Agencies”, Summit Creative Awards Experiential Winner, Summit Emerging Media Leader Award winner, Inc. 5000 Fastest Growing Companies in America, and more. Read more at JustinLefkovitch.com.
Aaron Moreno, Experiential Marketing Manager
Aaron Moreno has an extensive background working in experiential marketing, along with creative ideation and talent relations. Aaron most recently worked at Hadley Media as the creative coordinator on accounts such as Popsugar, Wonderful Pistachio, Sundance, Bacardi and more; ideating, pitching, and producing custom 360 programs. There, he also facilitated many outside vendor relationships’, including custom builds to gigantic stunts. Prior to his work at Hadley Media, Aaron worked at BMF as a production coordinator. His team joined forces with Interscope Records to design, coordinate, and open the H&M Time Square with Lady Gaga. He coordinated sponsorship titles, creative design decks, creative activations, and negotiated with vendors at all major festivals and awards shows. Aarons past education includes graduating from the University of Southern California in 2010.
Chiara Kramer, Director of Entertainment Marketing
Chiara Kramer joins the Mirrored Media team after nearly a decade in the music industry. She began her career at Epic Records in the A&R department and has since worked at BMI in writer/ publisher relations developing and nurturing songwriters and helping them navigate the music-publishing world, managed American Idol winners and runner ups at 19 Entertainment, recruited talent for both American Idol and The Voice, and most recently helped facilitate the management joint venture between Vector Management and the Boardwalk Entertainment Group. She joins the Mirrored Media team with extensive knowledge and experience in artist management, development, touring & events, publishing, Film & TV, and A&R.
Rob Petrini, Art Director
Since relocating to California from the North East, Rob Petrini joins the Mirrored Media team after many years of working in the music industry. Beginning his journey as a musician, concert promoter, and in venue management, Rob moved to Boston, MA where he co-founded a design firm as well as became the Art Director at OurStage.com (an MTV Networks partner). During this time, he collaborated with Akoo International Inc. and The Leverage Agency to create campaigns for brands like BET, VH1, Intel, and Coors Light with celebrities such as Drake, Jimmy Kimmel, John Mayer, Hot Chelle Rae and many more. Since then he was part of the founding team for the Campfire Music Festival as well as a branding consultant through various creative agencies. Graduating from Northeastern University with a Music Business bachelors degree, coupled with a background in design, advertising and live music production, Rob joins the Mirrored Media team bringing his expertise and love for music...
Nils Montan, Event Marketing Manager
Nils Montan joins the Mirrored Media team after 15 years working in the music and live events industry. At just 12 years old, he began a career as a professional session singer working alongside artists like Phil Collins, P.O.D, and Transiberian Orchestra. He also performed on feature-film soundtracks including High School Musical, Peter Pan 2, and The Santa Clause 2. Before joining the team, he ran worldwide tours for artists like Bebe Rexha, Watsky, Anderson .Paak, Kflay, Wax, and Dumbfoundead. In his subsequent role as production manager on Ellie Goulding’s Delirium Tour, he led his team to clubs, festivals, and arenas as far as India and Australia. After honing his mix-engineering skills working with Hans Zimmer and Steve Vai, he has become a formidable FOH engineer. He has run sound at world-class venues from The Fillmore to Staples Center. Nils’ education includes a BA in Visual Media Arts with an emphasis in Sound Design and Audio Post-Production from Emerson College.
Matthew Skala, Marketing Coordinator
Matt Skala is the newest member of the Mirrored Media team. The Cleveland native ventured to LA in 2008 after earning a music production degree from Ohio University. He got his first opportunity with LA-based Australian artist Andy Clockwise in several roles, including tour management, booking, PR, and radio promotion. In 2014, Matt moved on to assist Grammy-winning producer and KIDinaKORNER founder Alex Da Kid. Matt spent over a year running Alex’s day-to-day, which included working with colleagues at Universal Music Group, Interscope Records, and WPP. Matt also worked closely with the KIDinaKORNER roster – home to Imagine Dragons, X Ambassadors, Skylar Grey, and Jamie N Commons. Finally in 2016, after working a North American tour with Skylar Grey and Atlas Genius, he joined the Mirrored Media team. He brings a wealth of knowledge and experience in touring, events, PR, and copy writing.
Tobin Watkinson, Advisory Board
Tobin Watkinson is a seasoned music industry and technology executive with over a decade of A&R, management and consulting experience. He has held key roles with a number of companies including MySpace Records (a joint venture with Interscope Records), where he oversaw the company’s A&R Department, and Atlantic Records, where he worked as a consultant to some of the label’s top executives. Watkinson also previously held positions at Velvet Hammer Music and Management Group and music startup Purevolume.com, where he helped to co-found and run a joint venture music label with Warner Music Group and held senior roles in sponsorship, artist relations and business development. Watkinson has worked with some of the biggest names in modern music including OneRepublic and Frank Ocean and has helped to advise successful music technology companies including SoundHound.
Steve McBeth, Advisory Board
As a principal in Solimar Partners, Steve McBeth works with companies expanding new business ventures in the areas of health and wellness, entertainment, real estate, new technologies and consumer products. Prior to Solimar Partners, he was president and CEO of Arcus HealthyLiving Services, Inc., a wholly-owned subsidiary of WellPoint. In that role, he had overall responsibility for developing and managing new WellPoint ventures. Most notably, he managed WellPoint’s $50 million investment in the $300 million joint venture with billionaire David H. Murdock and his Dole Foods Company. Previously, McBeth spent 18 years with the Walt Disney Company, most recently as founding president of Disney Interactive, the division responsible for all Internet and online operations, computer games and CD-ROM products. While part of the senior team at Disney, he also served as executive vice president of Disney Consumer Products, the division responsible for all merchandise licensing, publishing, music, educational media operations and related programs for North America. Early in his career at the company, McBeth held sales and marketing positions with Disney Records, the company’s music division.
Steve Kofsky, Advisory Board
Steve Kofsky, a South African born entrepreneur, has experience in a wide variety of industries. Steve is the cofounder of RCI Global LLC, an investment company owned with business partner Hans Zimmer. Steve is best know for his involvement in the recent films such as The Dark Knight series, Inception, Batman Begins, Pirates of the Caribbean series, Transformers series, Sherlock Holmes series, Iron Man and many more. Steve is also a founding member of UJAM, a cloud-based service enabling everyone, musician or not, the opportunity to produce great sounding music recordings.
Vaden Saunders, Advisory Board
Vaden Saunders and his family have been residents of the Atlanta area since the mid 1800′s and have been actively involved in community ever since. Vaden’s paternal grandparents, Gerald and Charlotte Saunders, were avid supporters the musical arts and after their deaths the surviving family members made a gift to build the Saunders Center of Music Studies at Columbus State University. Following in the path of his maternal grandparents, Mr. Saunders attended the University of Georgia at Athens earning a Bachelor of Business Administration. Before moving to Los Angeles, he worked for Char-Broil, Inc., and served on the advisory board at Alexander Brothers Lumber Company Inc.