About Jonathan
I presently live in Anacortes, Washington. Before that I was in Los Angeles, California for a brief time and before that Bloomington, Indiana.
For over 25 years I have been deeply involved in the music industry. In 1996, I co-founded a record label called Secretly Canadian. Years later I became the co-owner of the Jagjaguwar record label. We started a third label called Dead Oceans. This collective has since blossomed into an international conglomerate known as The Secretly Group. The Secretly Group is comprised of the record labels (Secretly Canadian, Jagjaguwar, Dead Oceans, The Numero Group and Saddest Factory Records), a CD, DVD, vinyl manufacturer and broker and a publishing arm called Secretly Publishing. The Secretly Group is also comprised of SC Distribution which is the exclusive worldwide physical and digital distributor for over 150 record labels. Collectively, The Secretly Group is responsible for some of the biggest names in independent music including: Bon Iver, Phoebe Bridgers, Khruarngbin, Mitski, Sharon Van Etten, Angel Olsen, Japanese Breakfast, Suuns, Hatchie, Antony and the Johnsons, Unknown Mortal Orchestra, Durand Jones and the Indications and a whole lot more.
Along with my partners, I oversaw a large full time staff that now has employees in Amsterdam (NL), Austin (US), Berlin (DE), Bloomington (US), Chicago (US), London (UK), Los Angeles (US), New York (US) Paris, (FR) and Sydney (AUS).
We all shared in the responsibilities of running and overseeing all these entities, but from the beginning, I was the partner who focused specifically on artist strategy, marketing and publicity as well as licensing for film and TV. I was the face, heart and soul of these companies and I was chiefly responsible for taking them and their affiliated artists from unknown entities into internationally renown leaders in their industry.
Around 2011, I decided to step back from the music industry and my very busy life because I wanted to pursue other interests. Those interests included travel, wine and cider making and spirit distilling. I have been fortunate to have toured the United States and Europe with bands, either as a tour manager or band member, but that only allowed me to skim the surface of a particular place. I wanted to see and experience more. Travel brought forth my appreciation for the process, culture and presentation of libations from around the world. I turned that appreciation into a hobby. I have been making ciders and experimenting with fermentations for many years. I have attended workshops in craft distilling with Master Distiller Huber Jermaine Robin and Koval Distillery.
Meanwhile, 2012 brought the beginning of the internet meme craze and that craze was led by cats. Specifically Grumpy Cat and Lil Bub. Lil Bub was found in Bloomington, Indiana and belonged to Mike Bridavsky. One night I got a call from Mike while he was on his way home from the airport after Lil Bub’s first appearance on the TV show Good Morning America. It was clear this was going to be big and he needed help. Since I had the time and a unique set of skills that could be applied, I decided to help. What started as one photo on a Tumblr site blossomed into a behemoth of merchandising, licensing, books, films, TV shows, live appearances and philanthropy. While Bridavsky was the creative voice and literal caretaker of Lil Bub, my role was vast and varied and ultimately one that earned me the title of “Bub’s Godfather”.
I oversaw every business aspect pertaining to Lil Bub including large scale merchandising operations both in house and with Urban Outfitters, Hot Topic, Cuddle Barn, ASPCA and Penguin Books. I was involved with the development and production of the feature full length documentary Lil Bub and Friendz via Vice Media, Lil Bub’s own internet series Lil Bub’s Big Show as well as the Animal Planet show Lil Bub’s Special Special starring Amy Sedaris. Perhaps the best part was working with the ASPCA to establish Lil Bub’s Big Fund which is a rather large fund specifically to help pets with special needs. Even though Lil Bub has passed on, this fund continues. Lil Bub was the inspiration that allowed me to be on the forefront internet meme culture and to help build something that was highly profitable, philanthropical and positive.
In 2017, I officially sold my shares of the Secretly Group to my partners. I still keep a foot in the music industry through artist consultation and a continued vigorous appetite for music. I have also consulted visual artists, business upstarts, restaurants, bars and breweries. I have committed myself to lifelong learning and the pursuit of my personal interests.
Jonathan Cargill 