This podcast series, produced by Byta/ byta.com, is based on our monthly online, live and free event of the same name. This series of interviews is designed to deliver the knowledge to enable tomorrow’s artists, their teams and industry leaders to better manoeuvre their way through the music ecosystem. Each episode features an in-depth one-on-one conversation with someone with extensive experience with the business of music.
#HowWeListen Live: In Conversation is hosted by Byta’s founder, Marc Brown, whose deep music business background and digital audio knowledge have helped him deliver unique insights to audiences from Tallinn to Toronto. Marc is a former label owner, manager and radio plugger.
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Today’s guest on #HowWeListen Live: In Conversation is Alex Brees CEO and Founder of un:hurd music, a music tech company that uses proprietary technology to help artists reach their most valuable fans via data-led marketing campaigns.
Throughout this conversation, Alex offers valuable insights into the evolving landscape of the music industry, the importance of data in crafting effective marketing strategies, and the challenges and opportunities for artists in the digital age. He emphasizes the need for artists to be adaptable, understand their audience deeply, and leverage data not just for short-term gains like playlist placements but for building a sustainable and engaged fan base.
The conversation begins with Alex detailing his educational path, studying psychology at university, which unexpectedly paved the way to a career in sales and marketing. Despite not having a formal education in sales, Alex highlights the crucial role that selling skills play in entrepreneurial success, a realization he came to understand during his university days. After university, he moved to London to tap into more significant opportunities in tech, driven by a fascination with data's power to influence marketing strategies as inspired by books like “Dataclysm: Who We Are (When We Think No One's Looking)”
Transition to Tech and Data Analysis:
In London, Alex transitioned from basic sales roles to more complex positions where he could analyze data to drive marketing decisions. Then his tenure at a Global Investment firm, Carlyle, where he worked as a trading analyst. Here, Alex's role was pivotal in converting consumer behaviour data into actionable marketing insights, helping the company optimize its advertising spend and grow its market presence rapidly.
In the Music Industry:
Parallel to his tech career, Alex's love for music led him to organize music events, particularly in the UK rap scene, which was then burgeoning. His efforts not only provided a platform for emerging artists but also challenged the negative stereotypes often associated with the genre, thus opening more venues to these performers. This side venture eventually steered his career fully into the music industry.
Universal Music:
Alex's passion for music and data culminated in a role at Universal Music as a global analyst. Here, he was responsible for using data to optimize marketing campaigns for top-tier artists like Katy Perry and Lady Gaga. His work involved a mix of quantitative analysis—looking at streaming and social media data—and qualitative research, such as market surveys to better understand fan desires and expectations.
un:hurd:
Drawing from his many experiences, Alex founded un:hurd, a platform designed to support underrepresented artists by using data-driven strategies to boost their careers. The platform helps artists understand their audience through detailed analysis and effective marketing strategies, mirroring the analytical approaches he honed in his previous roles but focusing on empowering smaller artists and indie labels.
un:hurd music is powerful, seamless music promotion at your fingertips. It offers you the ability to build effective promotional campaigns across all of your platforms that matter. Their technology creates a tailored list of marketing suggestions based on the user’s data and in just a few clicks, one can pitch to playlists, reach new fans on social media and launch a fan hub. Since launching, un:hurd has worked with over 65,000 artists from 129 countries, has raised over £2mil from some of the worlds most influential music investors, been featured as one of Music Ally’s start-ups to watch and has featured on BBC Dragons Den.
I think PR today is more of a content coordinator or content facilitator because content right now is so fragmented across so many different mediums. Our job is really to generate awareness for what our clients are doing.
Today’s guest on #HowWeListen Live: In Conversation is Nancy Lu a seasoned New York-based publicist with over a decade of experience, she describes her journey from healthcare consulting and tech startups to establishing her own PR firm, Fancy PR.
Nancy discusses her initial reluctance to pursue a career in the arts due to the instability perceived by her immigrant family background and societal expectations. However, her passion for music and involvement in the music scene in Washington D.C., where she made significant connections and wrote about music for pleasure, eventually led her to shift her career path toward her true passion.
Nancy explains the complexities of modern public relations, which has transcended traditional media to include various content platforms, making the role of a publicist more about content coordination and opportunity creation. She emphasizes the importance of understanding and personally connecting with artists to effectively communicate their stories and project visions. This approach not only enhances campaign strategies but also aligns with her belief that resonating with an artist's work can significantly improve a publicist's efficacy.
Throughout the conversation, Nancy discusses the strategic aspects of PR, such as managing expectations, defining the scope of work with clients, and the importance of strategic planning in campaign success. She touches on the challenges faced by independent artists and the role of publicists in amplifying their existing momentum rather than building it from scratch. Nancy also addresses the critical need for more inclusivity in the industry, praising initiatives like incubator programs aimed at underserved communities.
During their conversation Marc and Nancy also explore how the digital age has changed the expectations and methodologies in PR, requiring publicists to be more creative and integrated in their approach to media and content. They discuss the importance of data and analytics in shaping PR strategies and the continuous need for adaptation to the ever-evolving media landscape.
Episode Credits:
Cultivating Mental Wellness While Building a Sustainable Music Career‘
Episode 29
Wednesday, May 29, 2024 • Duration 59:08
"When you create the conditions to be able to cultivate the work that you want, then that's what's going to allow you to thrive."
Today’s guest on #HowWeListen Live: In Conversation, in Emily White. Host Marc Brown sits down with Emily White to discuss her inspiring journey from Wisconsin to New York, and how her educational and professional experiences have shaped her successful career in the music industry. Originally from Wisconsin, Emily recounts her time at Northeastern University in Boston, where she balanced her studies in the Music Industry program with being a Division I scholarship athlete. She shares how her internships at Powderfinger Promotions, Live Nation, and ones in New York, provided her with practical, hands-on experience and helped her build a strong network within the industry.
Emily highlights the importance of real-world experience, encouraging aspiring music professionals to immerse themselves in the field, make connections, and learn from their experiences. She also delves into her transition from internships to a full-time role as a tour manager for The Dresden Dolls, which ultimately led to her founding a successful music management company.
Throughout the conversation, Emily emphasizes the significance of continuous learning and adaptation in the ever-evolving music industry. She discusses her work as an author, where she distilled her extensive knowledge into the Amazon bestseller "How to Build a Sustainable Music Career and Collect All Revenue Streams," and her podcast, which is a top music business podcast globally.
Emily also touches on her advocacy work, particularly her efforts to increase voter turnout through the #IVoted initiative, showcasing her commitment to using her platform for social good. This episode is packed with valuable insights and practical advice for anyone looking to navigate and succeed in the music industry.
Collective Entertainment is a 100% women-run & owned company based in New York, Miami, & North Carolina. Their clients & projects span the entertainment industries specializing in music, sports, content creation, activism, & production.
Show Notes:
Episode Credits:
The Convergence of Music & Gaming
Episode 31
Thursday, May 16, 2024 • Duration 01:17:53
“I run my band like a startup and I run my startup like a band”
Today's guest is Roman Rappak not only the Co-Founder and Chief Creative Officer (CCO) at Ristband, but also the frontman for the touring band: Pivot. Roman shares his background, detailing his start in the music industry as a musician forming a band and making beats on a laptop, eventually signing record deals and touring the world. However, he realized that traditional revenue streams from touring and licensing were unsustainable. This realization led him to explore new ways to leverage technological advancements to support musicians.
Roman describes the inception of the world's first mixed-reality live concert, funded by a Dutch government grant in 2017. This innovative concept allowed audiences to experience a live band performance through augmented reality, blending the real and virtual worlds. This approach proved financially successful and highlighted the potential for integrating music with immersive technology.
The conversation shifts to Ristband's evolution, where Roman reflects on his initial reluctance to embrace the tech industry but ultimately recognizing the potential for music-tech convergence. He mentions the support from Epic Games, which enabled Ristband to develop tools and platforms to make immersive music experiences accessible to a broader audience. Roman emphasizes the importance of viewing musicians as startups, using technology to enhance their visibility and revenue.
Marc and Roman discuss the historical context of music and gaming, noting how advancements like the PlayStation One and licensing real music in games brought the two industries closer together. They explore the potential for dynamic, ever-changing music integration in games and the challenges of creating new contractual relationships for music use in gaming.
Roman highlights the shift in the music industry, where major labels now prioritize viral social media presence over traditional musical talent. He encourages artists to embrace new tools and technologies, leveraging the vast opportunities in the gaming world to reach wider audiences and sustain their careers.
The conversation concludes with Roman urging artists to explore new mediums and tools, emphasizing the importance of curiosity and innovation. He mentions the Voices of VR podcast as a valuable resource for understanding the intersection of VR, AI, and music. Roman and Marc agree that the future of the music industry will be shaped by unexpected, underground innovations rather than traditional major label strategies.
Episode Credits:
Preparing for Online Success as an Artist: DSPs & Social Media
Episode 30
Friday, March 22, 2024 • Duration 01:01:02
“The first tip that I give all artists is to be organized and cohesive. You don't know what someone's entry point is going to be to you and your music”.
Today's guest is Brian “Z” Zisook is the Co-Founder & SVP of Operations & Artist Services at Audiomack. In this episode, Brian and Marc discuss preparing for online success as an artist by strategizing DSPs & Social Media. Zisook’s extensive experience in the music industry surprisingly includes conducting over 500 interviews with artists and industry professionals over 13 years. Artists include- J. Cole, Big Sean, Rick Ross, John Legend, Nipsey Hussle, DJ Khaled, and Anderson.Paak, among others. Zisook was even selected to join the Recording Academy as part of their new member class in 2022. Brian’s main gig is co-founder of Audiomack. As SVP of Operations, Zisook leads a team of 10 across three continents, overseeing and managing relationships with over 180 record labels and distribution partners, including Universal Music Group, Warner Music Group, Sony Music Entertainment, and over 80 Merlin members. Before Audiomack, Zisook was the VP and EIC of DJBooth, a New York-based digital music publication and media house he co-founded with Audiomack co-founder David Macli. At its peak, DJBooth generated 8M page views monthly and annual revenue exceeding one million dollars.
Audiomack is an on-demand music streaming and audio discovery platform that allows artists and creators to upload limitless music and podcasts for listeners through its mobile apps and website. In February 2021, Billboard announced Audiomack streaming data would begin informing some of its flagship charts, including the Hot 100, the Billboard 200, and the Global 200. In March 2021, Fast Company magazine named Audiomack one of the 10 most innovative companies in music.
Putting Artists First: Music Publishing for Independent Creators
Episode 28
Wednesday, December 13, 2023 • Duration 01:17:53
"So it's our job to get the best possible deal. So basically, there's no database, how long is a piece of string? Just make sure you're working with someone who knows the industry and who knows what music is worth?"
Today’s guest is Simon Pursehouse, Global Director of Music Services at Sentric Music, an “industry challenging” music publisher. Simon works within the Business Development and Creative Departments at Sentric and is the point person for their roster of signed songwriters.
Previously at Sentric, Simon headed up the sync division, which under his supervision was nominated as Best Indie Publisher at the Music Week Sync awards for six years running. Here he has developed relationships with global media organisations, broadcasters and advertising agencies which has resulted in Sentric’s catalogue being placed in adverts, films, games, TV shows worldwide.
Simon has been featured in Music Weeks’ ‘30 Under 30’ list and regularly speaks at various industry conferences worldwide such as Reeperbahn, The Great Escape, BBC Introducing Live and AIM’s Sync Day amongst many others. He has been invited to discuss Sentric on BBC 6Music on multiple occasions and has consulted on judging panels for awards/grants for BAFTA, PRS, BRITs, Music Week and more. He is a regular guest lecturer at LIPA and BIMM amongst other educational bodies.
Simon has been a core part of Sentric’s online identity; he is the author of Sentric’s Blog which offers advice to emerging artists and has received millions of hits
Sentric Music:
Sentric Music was formed in 2006 as the new age independent music publisher. Sentric disrupted traditional publishing by offering the fairest deal in the industry. We empower artists and songwriters to collect the royalties they’re owed.
Their friendly and knowledgeable team are dedicated to ensuring writers and artists get the most out of their music. They enjoy giving artists and songwriters opportunities to elevate their careers and fulfil their ambitions.
“To date we’ve put the power back in the hands of over 400,000 artists.”
Episode Credits:
Supporting Independents and Championing Diversity in Music
Episode 27
Friday, October 20, 2023 • Duration 55:18
" I think socioeconomic status and background is one of the key areas where the music industry isn’t diverse enough."
Today's guest is Lara Baker, General Manager at FUGA for the UK & Ireland. On top of being named in Billboard's International Power Players 2022, she was also honoured with Music Week’s Women in Music Roll of Honour and SheSaidSo's Alternative Power List. She is passionate about improving diversity, gender balance and inclusivity in the music business. She has sat on UK Music’s Diversity Taskforce, supported the Love Music Hate Racism campaign and organised regular women in music and diversity-focused events. Lara joined FUGA in early 2023. She came from Songtrust/Downtown Music Publishing, where Lara worked for 4 years as Director of Business Development for the UK, IE and Australia. Lara's background and passion have always been supporting independent labels and artists. Her music career began in 2004 at AIM (the UK trade association for independent labels), where Lara spent 14 years serving the independent community, ultimately as Marketing and Events Director. During this time she created the AIM Awards, the leading celebration of independent music, as well as AIM's year-round programme events including AIM Connected, AIM Sync conference and Indie-Con (now known as Future Independents). There is a lot to talk about and Marc and Lara definitely get into it.
FUGA is the world's leading B2B music distributor. FUGA is the number one choice for some of the world’s top labels, management companies and distributors, including Epitaph Records, Ultra, Curb, Mom + Pop, mTheory and Domino. As GM UK/IE, Lara's role leads new business and client relations for the territory.
" If you’re passionate you should be able to find the hustle because it’s what you love to do. Most people in the music industry are passionate, so if you’re not then it’ll be hard to get to the hustle. My main piece of advice: Find what you’re passionate about and the hustle will follow."
Today's guest is Daniel Seligman who has been active in the Montreal and international music scene since 2000. He has managed Stars, The Unicorns, Socalled and Yves Jarvis through the company he co-owns called Danagement. In 2002 Seligman co-founded the multidisciplinary festival POP Montreal and remains the festival's creative director. An annual not-for-profit cultural event, POP Montreal champions independence in the arts by presenting emerging and celebrated talents. The 5-day festival showcases more than 400 performances to audiences of over 60,000. Founded in 2002, POP Montreal helped break countless emerging artists to the world while providing a dizzying and diverse array of headliners like RZA, Fever Ray, Bonobo, The Orb, Sheryl Crow, Suzanne Vega, Godflesh, David Byrne, St Vincent, Butthole Surfers, John Cale, Beck, Franz Ferdinand, Regina Spektor, Queens of the Stone Age etc.
Danagement Artist Management oversees music management, business management, tour production and grant writing for a wide variety of artists including; Basia Bulat, Braids, Jean-Michel Blais, Le Ren, Owen Pallett, Sarah Neufeld, Socalled, God Speed You Black Emperor, Wolf Parade, The Besnard Lakes and more. In 20 years POP Montreal has produced thousands of shows and events throughout Montreal and around the world. On a festival landscape that’s persistently male and Euro-centric, POP succeeds in offering attendees respite. This year the festival takes place in Montreal, from September 27th to October 1st, 2023. The 5-day festival showcases more than 400 performances to audiences of over 60,000.
Helping Creators Promote Their Music & Manage Careers
Episode 25
Tuesday, July 25, 2023 • Duration 01:03:58
"If you really, really love an artist, reach out and buy their record, buy their T-shirt, send them money, and appreciate how much blood sweat and tears go into that song that you listen to every day."
Our guest on today’s episode is Andee Connors, Pandora’s Senior Manager of Catalog & Creator Services. Pandora is only accessible in the USA, but it has over 60 million subscribers. The streaming service has a great history of human-led curation. Andee’s background is steeped in the DIY music ethos. His band bought a van, toured pre-cell phone and circled the USA, with stops in Europe, many times even before a record deal was on the table. He is an anomaly, both old school and very much a part of the modern music ecosystem. He brings to this conversation a great many insights, perhaps the most important being, to make sure you know what success means to you and then go after it.
Andee discusses how a Black Metal drummer with DIY coursing through his veins ended up working with Pandora at a job that no one wanted. He also explains what makes Pandora different from other streaming services, one thing is AMP, which stands for Artist Marketing Platform. This discussion also goes in the direction of modern-day music discovery. Is it better today? How have things changed, and how can people take advantage of those changes? When should you send your music to Pandora to get playlisted? Pandora has 60 million subscribers!! What about Radio VS streaming services, what role do they each play today? Why is Bandcamp awesome, because streaming your favourite artists is really not enough to support an them if you really love the music and they make you happy, you need to buy merch too, so says Andee.
"Sometimes I feel like smaller labels are often better because they can help you without you having to do things you don’t want to do. When you sign to a big label, you need to play the game if you want to get the max benefit."
Our guest on this episode is May Mahmoudi, A&R at Ninja Tune’s Big Dada Records, as well as working in the sync department of Ninja Tune’s Just Isn’t Music. This episode is an insightful introduction to publishing and record label deals. How to get your music synched and what are the expectations from artists at the various levels of the music ecosystem? May was brought on to do A&R when Big Dada decided to do a big relaunch in early 2021. The label put a new focus on where they wanted to go and who was going to take them there. They are now actively working to amplify Black, POC and racialised voices. Big Dada Records looks to shift the narrative around this music, bypassing stereotypes to allow and encourage the freedom to express oneself for who they are and want to be. The goal: supporting and offering resources to a new generation of artists. May approaches music first by relating the vibe and the artist’s community. Then it is the nitty-gritty of how the music might be properly promoted and what the artist’s vision is, who they are and what they want. Having someone who works both the publishing side as well as the label side of the music ecosystem in for a conversation brought up a lot of new strategies. May is also very interested in having artists develop their music and career, being ready for their next step, whatever level that might be.
The conversation wraps up with Nancy advocating for a realistic and informed approach to PR, where understanding the artist's current standing and potential trajectory is crucial for effective publicity. She stresses that while AI may assist in streamlining processes, the creative and human aspects of public relations remain irreplaceable, underscoring the artistry behind crafting impactful public relations campaigns.
Fancy PR
The Fancy PR Story – Founded in 2013, Fancy PR is a boutique full-service public relations agency committed to storytelling. From crafting artists’ narratives to placing high-impact stories and driving cultural conversations, they love what they do. As an AAPI woman-owned Business, we’re moved by diversity, equity and inclusion in the arts and believe in the power of fans and building community.
Overall, the discussion provides a comprehensive overview of Ristband's mission to revolutionize the music industry through technology, Roman's journey from musician to tech innovator, and the potential for artists to thrive by embracing new technological opportunities.
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