Photography by Madaleine Cutone
Darren Drew, Founder of In the Groove Music LLC, has built a distinctive reputation in the music and media industries, where he doesn’t just sell music—he sells style, taste, and an unwavering commitment to service. Darren is a tastemaker, a leader, and a motivator, with a deep-rooted passion for creating, producing, and managing music and talent across all media platforms.
With a career marked by long-term partnerships with leading organizations such as Disney, Paramount, and Universal, Darren has secured one-of-a-kind in-house partnership agreements with entertainment heavyweights. His vision has always been to establish In the Groove Music as a designer brand for music—offering boutique experiences that merge passion, trust, style, and resilience.
In the Groove Music currently boasts a licensable indie catalog of over 25,000 tracks and an impressive portfolio of work across industries. Darren’s company has contributed to projects with major brands and organizations such as Marvel, Honda, SportsCenter, Maserati, Hearst Media, The PGA Championship, NFL, Toyota, Farmers Insurance, Sony Pictures, NCAA, BMW, and Anheuser-Busch. His recent work includes music supervision for hit films like Smile 2, A Quiet Place: Day One, Sonic the Hedgehog 2, and Theater Camp, as well as partnerships with advertisers like Dodge Ram.
When I started In the Groove Music, I wasn’t setting out to build an empire. I was just a guy with a passion for music and a knack for building relationships. Fast forward to today, and we’ve grown from two musicians in a basement to a team of 14 working with industry giants like Disney, ESPN, and Paramount. But what’s made the journey so special isn’t just the clients or the milestones—it’s the lessons I’ve learned along the way about persistence, reinvention, and the power of authenticity.
From Humble Beginnings to Breakthroughs
Back in the early days, it was just me and my business partner, Brian, building our company “brick by brick.” We didn’t have big loans or flashy backers—just a determination to make something work. Our first big break came after a year and a half of relentless networking with ESPN. They gave us a shot on a project for the X Games, and we turned that opportunity into a long-term relationship, scoring music for SportsCenter and beyond.
That ESPN partnership was a turning point, but it wasn’t without challenges. I remember Brian telling me our credit line was maxed out. He considered taking a job elsewhere, and I realized that if we lost focus, the business would be over. We pivoted, doubling down on creating music for sports—a decision that not only saved the company but also set the stage for our future.
Lessons from Fashion and Style
For me, style is more than just clothing—it’s a form of communication. Early in my career, I realized that perception matters. Whether I’m walking into an event in Milan or meeting clients at an advertising conference, how I present myself tells a story before I even say a word. My mantra is simple: If you can’t notice me across the room, I’m not doing it right.
Fashion has taught me to be bold, both personally and professionally. I’ve been lucky enough to attend Paris Fashion Week as a VIC (Very Important Client) with Balmain, where I’ve learned firsthand about the importance of client loyalty and red-carpet treatment. These experiences inspire me to elevate how we treat our own clients. From personalized thank-you gifts to understanding each client’s unique needs, it’s about creating moments of “surprise and delight.”
Navigating a Changing Industry
The music industry has changed dramatically since I started. Licensing used to be seen as a sellout move, but now it’s essential for artists to make a living. At In the Groove, we’ve adapted by becoming not just a music house but a publisher, offering a catalog of over 25,000 tracks that meet the diverse needs of our clients.
Staying relevant in today’s fast-evolving landscape requires constant reinvention. Social media, streaming, and short-form content like TikTok have reshaped the way music is used and consumed. As a small company, we have the flexibility to respond quickly to new trends and client needs. Whether it’s creating custom music for a viral campaign or licensing tracks for a global brand, our approach is about building genuine, lasting relationships.
Authenticity at the Core
What keeps me grounded is remembering where I come from. I’m a Midwestern guy at heart, and that perspective shapes how I approach life and business. My “luxury” isn’t a sprawling mansion or a flashy car—it’s the fashion and style I’ve chosen to invest in. But at the same time, I’m just as comfortable grabbing Dunkin’ coffee as I am sitting down with CEOs in Paris.
Authenticity is what builds trust, whether it’s through the way I dress, the music we create, or the relationships we nurture. As I tell my team, our job is to work hard just to get the opportunity to work even harder. That’s the essence of what we do—delivering excellence while staying true to who we are.
