In Episode 107 of the SoundCentric Podcast, we’re joined by marketing strategist and content creator Chad Howell, the mind behind the popular Instagram account @roscoemarketing. Chad brings his deep industry experience—from Sweetgreen to startups to record labels—to dissect some of the most creative and buzzworthy marketing campaigns across the music and entertainment world today.

We dive into the strategic genius behind Anthony Edwards’ Adidas campaign (00:04:15 ), Doechii’s cinematic “Alligator Bites Never Heal” rollout (00:05:15 ), and Aminé’s sunny “13 Months of Summer” campaign (00:11:15 ). Chad breaks down how artists like Tyler, the Creator (00:13:45 ), J.I.D (00:21:45 ), and SWAVAY (00:37:20 ) are innovating world-building and visuals to elevate their art and brand.

From the FOMO-driven tactics of Blvck Svm’s “michelin man” (00:30:30 ), to the experimental marketing behind Lexa Gates’ “Elite Vessel” (00:26:00 ), to the calculated moves by up-and-comers like Oblė Reed (00:33:20 ), we cover the strategies that work—and why.

We also take a deep dive into Bu Vision, the label behind 4Batz and SAILORR (00:38:20 ), and reflect on the evolving role of artists as content creators (00:42:00 ). To close, Chad shares his biggest marketing advice for rising musicians (00:49:20 ).

If you’re into music, branding, or just love smart rollouts—this episode is a masterclass. 

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00:00:45 - Intro

00:02:35 - Chad’s professional marketing background ranging from Sweet Green to startups to record labels

00:04:15 - Anthony Edwards Adidas campaign

00:05:15 - Doechii’s “Alligator Bites Never Heal” album rollout breakdown

00:11:15 - Aminé “13 Months of Summer” album  rollout breakdown

00:13:45 - Tyler, the Creator’s world building, marketing, and album rollouts breakdown

00:21:45 - J.I.D starts rollout for “God Does Like Ugly” 3 months early. Is that too long?

00:26:00 -  Lexa Gates glass box “Elite Vessel” rollout and marketing

00:30:30 - Blvck Svm and his fine dining rollout for his album “michelin man”

00:32:10 - The power of FOMO in marketing   

00:33:20 - Oblė Reed and his terrific marketing   

00:37:20 -  SWAVAY and his amazing visuals for album “Billy 2”

00:38:20 - Bu Vision: a deep dive into the record label behind 4Batz, Ian, and SAILORR and the importance of creating an image as an artist

00:42:00 - Are artists forced to be content creators today and the downsides to being a mysterious artist

00:49:20 - Our biggest marketing advice for rising artists

00:54:00 - Closing thoughts