006: On hosting 1000+ Events, Selling Out Music Festivals, Leadership, Strategy & Work Ethic with Cody Edmonds

iTunes | Stitcher

I had the pleasure of catching up with a good friend of mine who is doing amazing things in the music festival space, Mr Cody Edmonds. Cody is the co-founder and team leader as he likes to refer himself of 100% Entertainment, a company that he has driven alongside his business partner, Buddha to host over 1000 events in just 4 years including selling out a 10,000+ capacity music festival in just it’s second year!

We cover how Cody leads by example, how he empowers his team, his why and what’s on the horizon for his company as well as unrelated topics such as how Cody purchased his first home at 20, how important he believes travel is to one’s personal development, the problems in the nightlife industry, the beauty of Facebook advertising and much, much more.

Cody was feeling a bit under the weather at the time of recording too, however wanted to honour the scheduled commitment that we had, with is a testament to the great man that he is.

Please enjoy this conversation with Cody Edmonds


Click Here if you’re ready to hustle! Exclusive access to our Podcast, Blog, eBooks, Events, Meet-Ups, Tickets, Newsletters, Products, Knowledge, Mentors, Giveaways & more.


‘It’s all learning every single day, I never ever say that I’m a professional I just learn every single day and that’s all you can do. As much as you want to say that you’re a professional, you’re not prepared for everything but you can try your best.’ – Cody Edmonds


My biggest Take-Aways:

  • Cody can hustle as good as anyone! He told me off air that it’s common for him to leave the office at 3am and be back there by 9am.
  • It’s so important to underpromise and over deliver.
  • Repeat clients are crucial for business.
  • ‘Bottom line doesn’t make me happy, it gives me opportunities to give other people opportunities’
  • Keep social media social
  • Cody sells out events as quickly as possible rather than letting them ride. Lock them in then move on to the next project.
  • When asked a question by his staff, Cody directs it back to them: ‘How would you solve that?’
  • ‘It’s about the peoples’ experience, they’re the headliner. They walk away happy and that’s the most important thing.’



Show notes

2:50 Cody’s first entrepreneurial experience
4:25 The influence and role model – his mother
5:45 The first gig
6:10 The super hustle!
8:10 Go travel!
12:40 Cody’s outlook
13:50 Cody’s first property purchase at age 20
15:20 Cody’s first event and how that lead to more events
18:00 Their view on money
19:40 The Team
21:10 The purpose
24:10 The busy season (Spring-Summer) approaches
27:35 Timing
29:40 The snowball effect
31:10 Reinvesting back into the business
31:10 Technology – AI
33:00 What is working for your online marketing?
35:40 Taking business advice from his mother
36:45 You need to learn your own lessons
38:35 Why we sell out events as early as possible and how we’re able to do that
40:40 ‘We’re not flogging shit, that’s a good night out’
41:35 How do you sell-out a festival at 10k tickets?
43:10 Some flattering words from Cody
47:20 What are your roles on the day of a festival
49:20 Superpowers
50:40 Rewiring yourself and empowering others
50:40 The issues with secondary education
55:40 On Patience
56:10 On being team leader
1:02:40 The topic of drugs
1:04:20 On pokies
1:10:20 Leading by example
1:11:50 Pivoting
1:15:15 The beauty of pre-sold tickets


01:17:25 The Big 5 (What are the 5 instances that have been pivotal moments for you in terms of gaining the most value, growth, performance and/or success)

1.The lady from Seville

2.Travel – Get out of your comfort zone and do it

3.Failure – The first year of Let Go fest, not getting the result that I wanted, but there were successes in that. It was a massive learning curve.

4.Coffee – Flat white with half a shot of hazelnut

5. Work Ethic

Will Smith: ‘ If we’re on a treadmill together, you’re either getting off or I’m dead because I’m not going to give up’

Elon Musk: ‘I either have to be dead or completely incapacitated. I will not give up.


1:24:45 What’s the best piece of advise that ypu’re ever received from your mother?

Her lifestyle. She represents the best version of herself.


1:26:30 What are the best books & blog-posts that you’ve ever read?

Richard Branson – Losing My Virginity
Steve Jobs


1:28:05 Best Movies, TV Shows & Documentaries?

David Attenbrough documentaries
World War II documentaries
The New Girl
Nip Tuck


1:29:35 What are your predictions for your industry in the next 5 to 10 years?

Automation, Virtual Reality, Qualitative experiences – high quality niche events, universal music tastes.


1:32:35 Where do you think you’ll be and where do you want to be in 10 years?

A national touring events company that also diversifies in smaller events and has different departments managed by senior managers.


1:34:10 What goals have you set yourself over the next 12 months? Are there any that you’re willing share with us that we could help by keeping you accountable?

Make my bed every morning

Our team will be 3x as big

We will launch 2 more complementary companies


1:35:50 Did you achieve your goals that you set yourself over the last 12 months?

Yes. A goal that I had set for someone else to get 4 successful events


Who are you looking to connect with?

‘Is experience more important than passion?’

We’re here to give people a chance.

People that are willing to provide experience and share their experience, events, sponsorship.


Who I think should connect with Cody?

Anyone interested to do something different. There are all sorts of opportunities to work with Cody. Take the leap!


Where can people reach you?


Cody Edmonds on Facebook



Links (will be up shortly)

7:35 The Edgy
9:30 Contiki
14:10 S14 Turbo Nissan
15:35 Buddha
20:20 Let Go Fest
21:30 Music Victoria
21:40 Richard Moffat
22:45 Soda Pop
22:45 The Stamford Hotel
25:40 The Grand
26:10 Portsea Hotel
25:40 Unique Thursdays
26:40 Oktoberfest at the Portsea Hotel
28:40 White Pony Entertainment
29:05 Silent Disco
31:30 Drone deliveries
32:00 Elon Musk
33:30 Predictive frequency and reach
42:10 Rufus
42:45 Trumpkard Films – Jordan Parisi
46:55 Innerbloom by Rufus
54:30 Leonardo Di Caprio
54:30 Catch Me If You Can
56:25 Gareth Keenan
56:25 The Office (UK)
56:40 The Office (US) – First Aid scene
57:10 The Office (US) – ‘No’ scene
57:20 The Office (US) – Everybody stay calm scene
57:35 Dog on bucking bull
57:40 Penguin in the blizzard
58:50 Groovin’ The Moo
59:10 The Landmark Forum
1:01:35 Josh’s Eggs
1:11:35 Four Hour Work Week by Tim Ferriss
1:12:20 Gary Vee
01:14:15 Ashley Bynes
01:21:50 Will Smith
1:22:30 Goalcast
1:22:50 The ex Marine commencement speech
1:27:00 Social Media Examiner
1:33:35 Menulog
1:34:00 1000 100% Events video
1:35:15 Nathan Doran
1:39:40 Oktoberfest St Kilda


This episode is brought to you by our good friends at Tondo Digital.

Click Here if you’re ready to hustle! Exclusive access to our Podcast, Blog, eBooks, Events, Meet-Ups, Tickets, Newsletters, Products, Knowledge, Mentors, Giveaways & more.


Leave a Reply