Hey, thanks for coming to the about page. I’m glad you’re here, but fair warning: It’s a bit of a soapbox. Buckle up.
Here are some things we think about music marketing.
1. The goal of music marketing should always be to build meaningful connections.
Music matters. The point of marketing your music isn’t to get as many TikTok views or Spotify streams as possible. It’s to connect with people who actually care about your artistry.
This doesn’t mean that vanity metrics don’t matter; actually, streams / likes / other things often matter a lot, in very real ways.
It just means that, while we like driving numbers as much as the next guy, we won’t chase stats for their own sake. The best marketing builds fanbases, not egos.
2. The focus of music marketing should (almost) always be toward the long-term.
This isn’t really a popular sentiment, but we’ve found it to be true. Shortcuts are often setbacks in disguise.
The reality is that very few artists break big overnight; for most, the journey toward a meaningful community around artistry takes years. That’s okay. As with all other relationships, the best fanbases are built over time.
We work with artists to drive faster growth, but we’re transparent enough to acknowledge that most artists won’t be famous next month – or the month after.
The game is a steady series of steps. We help artists take the right ones, consistently.
3. The best music marketing is personalized.
There are some music marketing firms that serve hundreds of artists each month and do so reasonably well. But it’s hard to be a marketing conveyor belt.
We think it’s more fun to do deep work with a handful of artists we really care about.
The outcome is that we only take a few projects each month, and we try to get great results for each one.
