Name: Austin Scott-Looney
Position: Copy Architect
I’m in charge of writing copy for several different clients on the inbound team. That includes social calendars, blogs, content offers, and more.
I graduated from Texas Tech in December of 2017 with a bachelor’s degree in advertising.
When I was going to school, writing in English and other classes of that nature were always kind of what I excelled at. So I think that helped me a lot, especially going through advertising courses that are super writing intensive. Then, by coming to Primitive Social, I’ve been able to refine that craft, so to speak. I’ve always been decent at writing, but actually having a job where I come in and write everyday has really helped me get better at it.
Tell us how you started at Primitive Social.
My senior year I was looking for an internship and had started applying to different places. I had been friends with a few employees at Primitive Social for quite a while and they always seemed to be posting about work on social media, so it seemed like a pretty attractive offer. I took them up on an internship opportunity and it’s kind of all history from there. I started my internship last fall around September. Then after I graduated, Kade offered me a job here.
What drew you to join Primitive Social?
I think it’s a great place to work. It’s a super fun and really positive environment that fosters creativity and success in general. Not to mention it’s pretty closely related to what I went to school for, which is not an opportunity that everyone gets. It would have been foolish to pass it up.
From the get go, you were trusted with the Downtown LBK page. What do you like about running that account?
It’s pretty cool! Since I started interning here, I’ve seen and learned more about Downtown than ever before and I’ve lived here my whole life. It’s such a cool, hands-on way to see and meet new people Downtown. There are also way more businesses down here than I previously thought, so it’s been awesome to get to explore and learn all about them. As far as cool stuff we’ve been able to do, I’ve really enjoyed the giveaways. Those get a lot of engagement and people seem to really like them. The videos that the video team puts together have also been a lot of fun. I think that they’ve really helped the social profile get off the ground.
Do you see how your posts can make a difference in Downtown revitalization?
I think Downtown LBK is doing a good job of getting the word out about a lot of things people don't know about, or promoting things heavily that people do know about. Every first Friday we post about the First Friday Art Trail. Obviously a lot of people already know about that, but I think it does a good job of generating interest in things like that as well as the things people might not know so much about: like the Sweet Creations video. I think that’s one the most successful things on the Downtown LBK page right now. It got a pretty impressive amount of views, and I’m sure it’s safe to say she got an influx of business just based off that video and that’s an awesome feeling.
What else do you enjoy about your role?
I like how Primitive Social trusts you with what you do. There’s no micromanaging. They foster creativity and I think it’s cool to have a chance to really, really work on your own and get in your own zone. You can put your own voice into things and make it yours and make it something special.
Do you ever see your social posts going viral?
Yeah I do. It’s super gratifying seeing a post that you put together from the ground up do really well and get some attention. It feels good because throughout high school I always excelled in writing, and then in college I didn't do as much of it, but what I did do put me in my place and really tested my skills. So to come in and have control over your writing and what’s said in the copy, it kind of validates that you’re doing a good job and that feels good. I was always pretty decent at writing, but I never really imagined landing in a writing position. It’s cool to know that I’m able to do it on a professional level.
Is it hard to use only a few sentences for social media posts?
It’s a process. It doesn't sound like it would be a pain, but it is, even with my own personal accounts. I wouldn’t say it’s hard, but it’s definitely a challenge. So that’s something I’ve had to learn and get used to, especially for all these clients that are super specific and technical. You have to condense all these things you just learned into three sentences, which can be tough.
Why do you think a strong social media presence is so important for businesses?
I think it’s a way for them to engage with their audience instead of just blasting a message out on television, or what have you. You have a chance to really make it your own because it’s very customizable. I think it’s a very unique way to promote what you want to say and then respond to how people receive it. I think that any business or other creative endeavor that isn’t making the most of it is missing out big time.
Do you feel like you’ve grown in your knowledge since you started this role?
Oh, one-thousand percent. I’m not done learning, but I feel like I’ve already learned a lot more than I thought I would be able to in the span of about a year. It’s been a really cool way to hone my writing skills and learn the different processes that go into a digital marketing agency: like the internal software and processes, all the way down to the Airtables and the JIRAs. It’s been cool to get hands-on and really learn those things and gain on-the-job experience.
Has it been easy to learn from your coworkers?
Yes, they really care about your success and the work you’re doing. They’re really fostering and accommodating of ideas, and they’re always willing to lend a hand in anyway they can. I think that’s very valuable. You feel comfortable going to your team leader...it’s not like an intimidating thing. I think that’s really important and that it’s not something that everyone can say about their job or their boss.
What do you like about the culture?
I think I like it because it is very grounded in creativity. Everyone here has that creative mindset and is willing to collaborate. Everyone is friendly, easy to get along with, on the same creative plane, and have similar headspace for creating things, so I think that’s a unique job to have in Lubbock. I grew up here and this is by far the coolest place that I’ve worked at or had the opportunity to be a part of. We’re the only business here doing this type of thing, and I think that shows. People who have driven by our building or have heard the name are always curious and want to know more about it.
Anything you’re excited about in the future of Primitive Social?
It’s really cool to be a part of Primitive Social in these rapid stages of growth and to see all the new personnel, clients, processes and all the changes going on. So I would say the prospect of growing and adding to the team, and getting new clients and bigger projects is what I’m most excited about. But, that being said, I’m excited for anything and everything in Primitive Social’s future just because I’m so new and it’s such a cool opportunity to get my feet wet and learn as much as I possibly can. That is one of my goals here, just to take it all in and do as much as I can.
Why would you encourage someone to consider an internship at Primitive Social?
I would recommend it as much as I possibly could until I ran out of breath. I’ll admit that going into an internship, you expect to learn a lot, have a lot of good experiences and learn a lot of new things...but at the end of the day, you don’t totally expect it to go somewhere. I had no clue it would turn into a real job opportunity to stay, learn and grow like I have. I’ve already recommended the idea of an internship to people who are in a situation like I was in toward the end of college. I tell them to “Stay on the lookout because it could literally work out so well for you,” and I will continue to tell people that. You can’t beat an opportunity like that.
Okay, now let’s talk more about you. What’s your daily routine?
On a typical day I get up at 7:00, take a shower, eat breakfast and come to work. I’ve noticed that I only have two cups of coffee because I tap out after two...I don’t really know why, but I guess that’s a weird quirk I have. After work I usually go to the gym and then typically I make dinner with my fiance and we watch TV and then go to bed. That’s a weekday, but a weekend can be a little more sporadic and less structured than that.
Do you have any playlists you listen to while working?
I could go on all day about music, so I’ll try to keep it short. I like to think I listen to a pretty good mix of virtually anything. I try to keep an open mind because I think it’s foolish when people restrict themselves to one or two specific kinds of music. My favorite would have to be the heavier stuff, you know your metal and punk...things like that. But when it comes to being at work, I listen to a lot of Indie stuff or a lot of Rap and R&B. I’ve been sticking to that lately. Any other time of the day I listen to a good variety of pretty much everything.
Do you have any favorite TV or Netflix shows?
My favorite show would have to be The Office. I’ve seen it front to back like five or six times. I also like Parks and Recreation a lot. Those are the two that if we have nothing else to watch, we’ll just pick an episode and jump in. But recently we’ve been watching Better Call Saul, which is a Breaking Bad spinoff that’s pretty good. Game of Thrones is obviously a favorite of mine, and I’ve also been watching Westworld a lot on HBO. That’s really, really good. Sopranos is really good too, if you’re into that kind of thing. But that’s old news, I’m sure - haha.
What about favorite foods?
My fiance and and I try to motivate each other to cook as often as we can. We’re not pros by any means, but it’s kind of fun. My favorite type of food is Mexican food, and I really like Jaliscos. I also like really any kind of Asian food. I like Thai food, Hibachi, and Pho. So Mexican and Asian food are pretty tied.
Are you a dog or a cat person, and do you have any pets?
I am a dog person, but I do like cats too. I feel like most people who like dogs hate cats, but (even though I prefer dogs) I like cats too. As long as the cat isn’t mean- haha. A couple of weeks ago my fiance and I actually got our first dog, Eevee. We think she’s dachshund/chihuahua/corgi mix.
What do you like to do outside of the office?
I really, really like traveling. Growing up, my dad pretty much always lived somewhere else other than Lubbock, so I’ve been going to see him wherever he happens to be since I was little. I think he unintentionally gave be the travel bug in that way. I also love playing music. I’m in a couple of bands, one of which is picking up quite a bit of speed, so I spend a lot of my time working on that. Besides those two, I’m not opposed to just hanging out and doing nothing from time to time. It’s nice to just sit down and play video games for hours on end if I have the time. Other than that, just hanging out and listening to music or watching TV with my fiance is pretty cool.
Tell us more about your involvement in these bands.
I do play drums in two different bands, one of which just got signed to a label based in New York. It’s called Judiciary and we have been a band for about four years. We’ve played in pretty much every corner of the U.S. and Canada since our inception, and earlier this year we went on our first European tour, which lasted about three weeks and hit ten or so countries. It’s taken off more than we ever thought it would, so I feel super lucky to get to do that kind of stuff. We’re putting out our debut full-length record in January, so that’s pretty cool. It keeps me busy, but I love it.
When did you start playing drums?
I’ve been playing drums since I was 15, so right around eight years. I started going to shows when I was that young and that’s what kind of got me interested, but I actually learned how to play the drums through the video game Rock Band. I played the drums on that a lot, and people don't believe me but I literally did not have an ounce of rhythm before I started playing that game. So after a few months of playing Rock Band I was like, “I want real drums.” I went to Guitar Center and got a drum set and that’s what I’ve been doing ever since.
How do you balance work and personal life?
The behind-the-scenes work with my band takes up a lot more time than most people know. I find balance through staying motivated, being passionate about it, and reminding myself of the rewards that come with it. If there’s one thing I’ve learned since I started playing music seriously, it’s that if you want anything to happen, you have to care more than most people would be willing to and really put yourself into it. A lot of people’s excuse is, “I don't have time,” and I always tell people, “Well, make time.” I acknowledge that there’s a time for work and I’ll always put in the necessary time and get my stuff done, but at the end of the day I’m going to make time for music in one way or another. It’s just a grind, and if you don't care enough to stay on it then you're going to fall off. So I make time for what I love and then sprinkle in personal time when I can.
What is something not everyone knows about you?
I've been collecting records since I was 15. I probably have 300-400 now, and it’s a big variety of mostly punk and metal stuff. I started buying them when I started to go to shows and I kind of got the bug. Sometimes they'll put out the same record in different colors and I’m super into collecting all of the variants. I have them in a cubby bookshelf where they’re all lined up on the little shelves. They are in sleeves too, so they’re protected. I’m super nerdy when it comes to that stuff.
Who do you admire?
My fiance, Katelynn, is my biggest inspiration, for sure. She’s smart, funny, caring, and creative. She’s a very compassionate and model person that always pushes me to be better and I appreciate her more than I think she knows!
How do you stay motivated?
I stay motivated just by wanting to see the end result I’m working towards. I have goals in my personal life, music and professionally. With all those things, I’m kind of in the mindset of, “It’s literally not going to fall in your lap, so put the blinders on, do what you’ve got to do and don’t stop.” It’s a lot of just biting it, not even thinking about it and doing what you’ve got to do.
What is your secret to success?
Not making excuses is what it all boils down to. I haven't been working professionally for a long time, but in terms of music I know a lot of people who say they want to start a band and do all these things...so do it. Don't talk yourself out of it, that’s a lot of peoples detriment. You can come up with a million reasons not to do something, but just don’t make excuses. I think the exact same thing could be said about making professional progress, as well.