How Carazel is using the mobile check-in to deepen the relationship between Kid Rock and his fans – With co-founder Pinky Gonzales

Here’s what is so great about the location-based marketing space: INNOVATION. Not just innovation but innovation at light speed. This happens with any new industry but it just seems that the openness to these ideas in this space is unmatched.

That’s certainly what Pinky Gonzales, co-founder of Carazel is seeing – he’s already launched with two high-profile recording artists and hasn’t even launched the company website! The concept is simple – Carazel allows major brands and entertainers (in this instance Jason Aldean and Kid Rock) to build, manage, report-on and reward their audience for “checking in” wherever their product or service can be found, both online and off.

Pinky’s story is not about overnight success but applying the right idea to the right long-term relationships (“trusted relationships” as he calls them) to build value for the fans and brands.

His is a great story – one that you will enjoy watching!


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About Pinky Gonzales
Pinky Gonzales

Pinky Gonzales began his career in the ’90s in the San Francisco Bay Area, managing and promoting local artists.

As the new millennium approached, he moved to Los Angeles, where he helped to establish Patronet, a groundbreaking artist subscription service created by Todd Rundgren and legendary artist manager/label executive Danny Goldberg. Its clients included Rundgren himself, along with Scott Weiland of Stone Temple Pilots and Velvet Revolver fame, pop/rock group Sugar Ray and Vin Scelsa, a pioneering radio DJ from NYC.

A few years later, an opportunity drew Gonzales to the Nashville-based Country Music Association, where he assumed a role in Business Development, managing partner relations with Yahoo!, eBay, Microsoft and others in support of the CMA Awards and CMA Music Fest. It was in this capacity that he became aware of the Nashville music industry’s need for digital media, marketing and development services.

In September 2001, he founded Artist Media Group to address those needs. DreamWorks Records was the first of several high-profile clients to sign on, along with Rascal Flatts, Kelly Clarkson and Capitol Records soon thereafter. The company specialized in web development, fan management and grassroots marketing services.

Artist Media Group joined forces with echomusic in April 2005. The company grew 400% during the next two years, attracting clients of all genres including Alicia Keys, Kanye West, Janet Jackson, the Jonas Brothers, Bon Jovi, Godsmack, Alison Krauss and Robert Plant and many others, and extended its country roster to include Keith Urban, Faith Hill, Brooks and Dunn, Sugarland, Jason Aldean and Brad Paisley. Echomusic was acquired by Ticketmaster in February 2007. A year later, Gonzales left to pursue a range of new ventures.

In fall 2008, he joined Belmont University as an adjunct professor, started a new consultancy and has since made regular public speaking appearances nation-wide. Read more at

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About the author

Rob Woodbridge

I'm Rob, the founder of and I've spent 14 years immersed in the mobile and pervasive computing world. During this great time I've helped some of the most innovative companies grow their business through mobile. If you are in need of a mobile business advisor or coach, connect with me here to get things rolling.

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