How many “likes” did you get today, and does it even matter? On this episode, Portia leads an Upstream Summit keynote panel talking with Run The Jewels manager Amaechi Uzoigwe and RCA Records’ Tunji Balogun, two industry insiders who have effectively mined the vast quantities of data and analytics available. Artists, managers and labels have all begun using data to amplify albums, sell out shows, and launch careers; and at May’s Summit in Seattle, Portia and her panel of experts gave perspective on the types of data available and how best to harness it to reach your audience.
A band is ready to release new music, but how can they grab people’s attention in such a crowded market? Promoting a song or album effectively is a multi-step process that can be daunting for artists, especially as acts and labels turn to more inventive concepts. In this 101 episode, we talk through what goes into a marketing strategy with Graham Rothenberg, Senior Director of Marketing at leading agency The Syndicate. Then we hear from Sub Pop’s Carly Starr about how publicity and marketing have begun to merge as promotional platforms have changed. Warp’s Steven Hill tells us about what made innovative campaigns he’s worked on successful, like Aphex Twin and Oneohtrix Point Never. Finally, Amit Nerurkar, General Manager of Mass Appeal Records talks us through the award-winning marketing campaign for Run The Jewels.