#HowWeListen Live: In Conversation Podcast

It’s all about people and its all about network.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. Show Notes:#HowWeListen Live: In Conversationun:hurd00:10 - Byta.com06:10 - London Drill and Trap promoting08:14 - Being an analyst at Universal Music10:17 - Major label resources, what that means12:00 - The transition from Universal Music to un:hurd12:50 - My Analyst superpowers15:50 - Competitor analysis for music17:30 - Wanting to scale up to help millions of musicians20:45 - learn by doing21:55 - What does un:hurd do for its clients23:30 - Byta.com24:00 - Playlisting is important, but just a part of the puzzle26:30 - Playlist is NOT the answer28:30 - know what your goal is as an artist 32:00 - Spotify playlist pitching & third-party playlists33:33 - Building momentum35:00 - Be yourself?36:00 - Be consistent & own your audience39:00 - How do Majors do it and does it work for DIY?42:00 - Create as much awareness as possible43:15 - #HowWeListen Live: In Conversation44:45 - ABT (Always be testing) test your content types45:50 - Always create what feels true to you,48:30 - rasing capital for Tech.52:42 - It's all about people, and it's all about network54:30 - Byta.comMusic by Fin Productions and Oliver Lyu Episode Credits:Artwork by Jen PmphreyHosted by Marc BrownSeries coordinated by Jamie FordProduced and edited by Colin MacKenzieMusic by Fin Productions and Oliver Lyu

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.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 PRThe 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.Show Notes:#HowWeListen Live: In ConversationFancy PR00:10 - Byta.com02:44 - from Health Care to Tech to Music04:24 - Wanting music but no one to look to07:00 - DC and music connections getting started10:15 - Moving to NYC and Girlie Action11:36 - Post intern and Vitalic Noise13:17 - move to Fancy PR and getting started14:39 - Is PR today all about being a content coordinator or content facilitator16:22 - Define the scope of work17:30 - strategy for small vs bigger artists20:37 - Onboarding a new client and transparency, goals23:25 - PR usually works on retainer24:39 - Live events are now key26:00 - #1 set up foundation of awareness…30:00 - Integrate your publicist into the team, share the stats31:00 - Byta.com32:00 - “The Report”, delivering good and bad news36:00 - Timelines, when to pitch & when to go back38:30 - The cold call39:00 - Do not paste a press release into a DM40:30 - Where do new artists need to start42:55 - Make it personal, its not just about the music46:00 - Don’t be a clown, unless you are a clown48:00 - Timelines, scheduling 50:00 - Too early, too late50:30 - Do you need a PR?54:30 - AI, Publicists are humans56:00 - Byta.com Episode Credits:Artwork by Jen PmphreyHosted by Marc BrownSeries coordinated by Jamie FordProduced and edited by Colin MacKenzieMusic by Fin Productions and Oliver Lyu

"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:#HowWeListen Live: In ConversationCollective EntertainmentHow to Build a Sustainable Music Career and Collect All Revenue Streams#IVoted00:10 - Byta.com02:51 - Wisconsin to New York06:00 - Internships / Amanda Palmer / Dresden Dolls14:02 - The 2nd BookHow to Build a Sustainable Music Career and Collect All Revenue Streams16:35 - Get your art together & other tips to get started21:00 - Understand what music publishing is & Performing Rights Organizations23:17 - Publishing administrator 30:30 - my next series of books….31:50 - Byta.com33:25 - Full night's sleep, daily movement, and then a short meditation36:23 - #IVoted38:28 - Taylor Vs Drake40:00 - Elections are often decided by the size of a concert venue46:31 - Voting, it's been a real problem in the USA49:10 - Michelle Cable52:48 - Things don’t always go the way you expect it to, that can be good too56:25 - What is your WHY58:00 - Byta.com Episode Credits:Artwork by Jen PmphreyHosted by Marc BrownSeries coordinated by Jamie FordProduced and edited by Colin MacKenzieMusic by Fin Productions and Oliver Lyu

 “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.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. Show Notes:#HowWeListen Live: In ConversationRistbandPivots00:10 - Byta.com04:25 - Roman’s background06:00 - Pivots08:10 - Ristband at SXSW09:00 - Number of songs uploaded to Spotify10:30 - Trent Reznor article 13:45 - Roman realizes he is in the Tech biz16:10 - Major labels are not forward acting16:50 - Gaming & Music, the new way forward20:10 - How did Gaming get so music-friendly26:37 - Where are the opportunities for smaller artists29:45 - How it became way more easy to build games31:00 - Byta.com32:19 - Roman’s band is making money35:20 - Gaming is the new MTV for music discovery37:30 - Things have changed, artists need to break new ground41:45 - #HowWeListen Live: In Conversation43:15 - People used to think the internet was “never going to work” & was genius43:40 - We are in the Wild West60:00 - Byta.comMusic by Fin Productions and Oliver Lyu Episode Credits:Artwork by Jen PmphreyHosted by Marc BrownSeries coordinated by Jamie FordProduced and edited by Colin MacKenzieMusic by Fin Productions and Oliver Lyu

“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. Show Notes:#HowWeListen Live: In ConversationAudiomackDJbooth.net00:10 - Byta.com02:44 - Where Brian is from03:14 - College Radio is where it all started / DJbooth.net06:24 - Why we started Audiomack08:28 - How the idea progressed12:41 - Empowering creators is our jam16:53 - How do we make money19:48 - Advice and educational tips, pay attention to your fans24:28 - There is a need now more than ever for connection.29:35 - Artistic development is really like human development.31:10 - If you're trying to appeal to everybody, you end up appealing to nobody.33:36 - Present as organized38:30 - A variety of ways that you can engage your audience 45:26 - Ridiculous to paint a picture that this is not a lot of work48:11 - What what might be obvious to one is not correct to another50:27 - Create a spreadsheet53:00 - Campaigns that are really engaging, innovative or inspiring57:29 - Who is your target audience? The mainstream is too broad a target 60:00 - Byta.comMusic by Fin Productions and Oliver Lyu Episode Credits:Artwork by Jen PmphreyHosted by Marc BrownSeries coordinated by Jamie FordProduced and edited by Colin MacKenzieMusic by Fin Productions and Oliver Lyu