Ep. 170: We bring you a bumper episode of Music Ally Focus, with four true domain experts, all sharing their advice, insight and strategies for you to use. (UPDATE: we fixed a surprising number of audio glitches!)
Music marketing is in a transitional era where traditional funnel marketing rubs up against wallet-draining superfan campaigns – and the desire to create deep, narrow direct-to-fan communities that will support an artist forever.
So... what's the right path? It's about building a community of people who are thrilled to be part of a fanbase, and who love spending time with each other. But this kind of fanbase might not generate those giant social media or streaming numbers that labels love. So what needs to change? It's a combination of hard work, daring to look past old behaviours, and "random acts of kindness", our experts say.
Our springboard was this article that guest Simon Scott wrote about music discovery and fan commitment: https://musically.com/2025/07/10/how-music-discovery-and-fan-commitment-are-inextricably-linked/
Guests are, in A-Z order:
Episode 169: This podcast is aligned with Music Ally’s newest International Focus report, which pulls together the last year’s worth of Country Profiles which we publish, plus some extra exclusive analysis. So, we’re joined by Stuart Dredge, Music Ally’s head of insight, to discuss some of the burning topics when we look at the international music market right now in summer 2025.
Stu talks to Joe Sparrow about:
- The new dominance of local talent and genres in markets around the globe.
- What are the current export trends, especially for local music which are increasingly reaching global audiences. And what about English-language acts in this newly-polyglot paradigm?
- Collaboration as a strategy - now seen as a standard strategy in gaining momentum and reaching wider audiences. But will we reach saturation point with all these feats – or is there still miles to go?
Music Ally's Reports - including this newest one – are available here: https://musically.com/category/reports
And if you’ve not looked at the Country Profiles for a while, we’ve recently doubled the size of them to include lots of vital, on-the-ground marketing and audience insight – so that you, our premium subscribers can get the latest info from leading industry figures in each market.
https://musically.com/countries
Ep. 168: we speak to Jorge Brea, CEO of Symphonic Distribution, and Guji Lorenzana, Symphonic's Territory Manager, Asia, to talk about successful strategies for international expansion. We talk about:
* What has worked well so far in their expansion into Latin America and Asia – and what didn’t go as planned?
* When you're entering a new market what are the very first steps you take? What are the absolute essentials for making it work?
* What are the key local insights they've uncovered that outsiders tend to miss?
* How do you evaluate and build label/distributor partnerships in new markets? What does a good partner look like?
* How do you manage the tension between “global consistency” and “local relevance”?
* What are mistakes companies or artists make when they try to expand internationally?
* If you’re a small-to-mid-level label or manager looking to grow in another country... what is the first move they'd recommend?
* What one move should artists or companies make this year if they’re serious about international growth?
Symphonic: https://symphonic.com/
Ep. 167: We speak to beatBread CEO Peter Sinclair – on getting more options, insight and choices in music funding, and how independent artists, labels and songwriters are getting better deals while retaining ownership of their music using beatBread’s game changing deal comparison tool.
Peter chats to Music Ally Editor Joe Sparrow in this episode of MA focus, in collaboration with Beatbread.
Website: https://www.beatbread.com/
Deal Comparison Tool: https://www.beatbread.com/compare
Music Ally Co-Labs: musically.com/music-ally-co-labs
Ep. 166: Music Ally’s Head of Insight, Stuart Dredge joins Joe Sparrow to discuss two of the most meaningful topics relating to music streaming today: the value of music on DSPs; and the big DSPs' upcoming superfan plans.
This podcast connects to Music Ally's latest Insight Report called the State of Streaming in 2025 (https://musically.com/category/reports).
In this podcast we discuss:
Artists, songwriters and music rightsholders can now free up capital using their music in so many ways, and the old days of simply seeking advances from labels or publishers are long-gone.
Sound Royalties provides a way to access tomorrow's music income today: over a decade ago the company pioneered a funding model they call “creative-friendly music finance”, where the company fronts money to artists and rightsholders based on future earnings from streaming – and other sources.
Those artists or rightsholders can then use that money to further develop their careers, and then even return to Sound Royalties for more capital – at a new valuation that reflects their newly-developed success.
In this Music Ally Focus episode, made in collaboration with Sound Royalties, Music Ally's Joe Sparrow met with CEO and founder Alex Heiche in London –and spoke about what he’s learned from ten years of offering new funding solutions, the new income streams that the company is offering advances for, and what future developments he sees in a world where capital is routinely raised in this way.
Sound Royalties: https://soundroyalties.com
Music Ally Co-Labs: musically.com/music-ally-co-labs
Ep. 164: Music marketing is always changing - and yet the fundamentals stay the same. So what's going to change in 2025 – and how can you change your strategy to make sure you keep cutting through? Liam James Ward is CEO/co-founder of social/digital music marketing agency Something Something, and he joins Music Ally's Joe Sparrow to look ahead.
And it's not just a bunch of hand-waving predictions – Liam digs into shifts he sees coming around some fundamental concepts:
Liam also talks about the tech and platforms he sees increasing – and decreasing – in influence, and the kind of "big artist" strategies that anyone, regardless of size or fanbase, can use.
Something Something: somethingsomething.social
Guns N' Roses – Appetite For Destruction: youtube.com/playlist?list=OLAK5uy_n13hmdsIozcCRyaY4cRDuuviphpfbzPrw&si=rbiGgZpb71x-8Rcs
Music Ally Co-Labs: musically.com/music-ally-co-labs
Ep. 163: The jobs market in the music industry is changing fast: it's not just artists who are decoupling from the traditional industry businesses, it's the industry workers too. Not only have various major players laid off significant percentages of their workforce, but some artists and teams are seeking smaller, nimbler companies to do niche tasks. So we got Music Ally COO Patrick Ross on the show to chat about what this means for people: how to up-skill, re-train and branch out; how to recognise the opportunities this brings. Spoiler: now is a better time than ever to learn new abilities and make them into a creative career.
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Ep. 162: It's always a Very Special Episode when Music Ally's Head of Insight, Stuart Dredge, joins the Focus podcast, and lo, Stu chats to Joe Sparrow in depth about AI (of course!), music fintech, music ecotech, music healthcare tech and more!
This episode is part of Music Ally's annual music-tech Insight Report, available to Music Ally subscribers.
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🎉 You may be eligible for a FREE Music Ally subscription, worth over £450/year, via our corporate and sponsored subscriptions. If you work for a DSP, a major label, an indie label, or if you’re an artist manager, an employee of a CMO or a publisher, check here to see if you’re eligible: musically.com/subscription-options
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Ep. 161: Direct to Consumer is a model that most artists, of all sizes, are now prioritising. But which type of artist does this approach work – and not work – for? Mag Rodriguez, CEO/founder of D2C platform Even – which has the tagline "Buy The Art From The Artist" – talks to Music Ally's Editor Joe Sparrow about how artists can use this business model to generate money.
He says that artists can make more money from a new release this way than on a streaming platform, sometimes even before that release reaches the DSP.
Joe and Mag also talk about artists using fan data, how emerging artists with small fanbases can make D2C work, and how to treat superfans in a way that feels fair, while maximising income for artists and the experience for fans?
Even: https://get.even.biz
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🎉 You may be eligible for a FREE Music Ally subscription, worth over £450/year, via our corporate and sponsored subscriptions. If you work for a DSP, a major label, an indie label, or if you’re an artist manager, an employee of a CMO or a publisher, check here to see if you’re eligible: musically.com/subscription-options
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Ep. 160: A marketing-focused episode – Sarah Seukeran analyses three recent notable campaigns and activations from Lainey Wilson, The Cardigans, and Peggy Gou. Featured are campaigns that combine local weather data with music streaming, showcase a good way of getting catalogue to connect with The Kids on TikTok, and encourage fans to design localised merch. It's ideal if you're trying to find good ideas to try out in your own music campaigns!
https://pro.musically.com/weekly-round-up-21-aug-2024/
3. Peggy Gou:
https://pro.musically.com/weekly-round-up-3/
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🎉 You may be eligible for a FREE Music Ally subscription, worth over £400/year, via our corporate and sponsored subscriptions. If you work for a DSP, a major label, an indie label, or if you’re an artist manager, an employee of a CMO or a publisher, check here to see if you’re eligible: musically.com/subscription-options
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Ep. 159: Dhruv Chopra, co-founder/CEO of Brooklyn venue Elsewhere, joins Joe Sparrow to talk about finding new ways of running local independent venues. Dhruv and Elsewhere are reaching around to find a new business model in a new gig-going world. Today, music is consumed, created, performed, played, discovered, experienced and valued differently – and yet, the basics of live music are the same: a group of people in a room while some music happens.
So Elsewhere is trying something that is both the same, and yet different – by exploring what a local live music venue can be in 2024, and how it can make money. The model that they have landed on involves a subscription membership, a digital Discord community, and a real-life “cultural epicentre”. It’s perhaps all the things that local venues have always been, but with more explicitly-defined models and platforms.
Dhruv also talks about the state of the small venue ecosystem in a post-pandemic era, when young consumers are demanding more from their live experiences than cheap beer, and $150 stadium show tickets are monopolising the budget of gig-goers.
Elsewhere: https://www.elsewhere.club
Dhruv's music pick: Herbie Hancock, Michael Brecker & Roy Hargrove - Directions In Music - Live At Massey Hall https://www.youtube.com/watch?v=g8nB_kzUf2w
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Ep. 158: When Jamie Oborne's career as a musician ended, he decided that the second best thing was to be an artist manager. He also decided that he'd stay independent, write contracts different to the one's he'd signed, and work closely with his artists. Twenty years on, Oborne's approach seems to have worked well enough: he runs management company All On Red and indie label Dirty Hit; both of which have a host of globally successful acts, most notably The 1975.
Jamie joined Music Ally's editor Joe Sparrow to discuss his career and his thoughts of the future of management: how the role will change and the shifting responsibilities of a manager in an era where you can do it all in-house.
They also talked about how artists – from DIY to arena-level – are aiming to create a D2C business model; how managers should trust their artists' decisions and work with them to nurture their instincts yourself; and what advice he'd have given himself when he was starting out in management.
Jamie also shared some of his favourite current artists that he's working with:
Saya Gray: https://open.spotify.com/artist/4EnymklUyqZwvmHQGlRssl
Bleachers: https://open.spotify.com/artist/2eam0iDomRHGBypaDQLwWI
beabadoobee: https://open.spotify.com/artist/35l9BRT7MXmM8bv2WDQiyB
The 1975: https://open.spotify.com/artist/3mIj9lX2MWuHmhNCA7LSCW
Jamie's music pick(s):
Rolling Stones – Sticky Fingers: https://youtube.com/playlist?list=OLAK5uy_kd9KDl7SAnHcZABxeLCU3JDz2oQmUEeZo
The Smiths – Meat is Murder: https://youtube.com/playlist?list=OLAK5uy_mz0YHCuq_IeMVDk67mtgUccsBqg-DOzvM
The Stone Roses: https://youtube.com/playlist?list=OLAK5uy_kmlwGGQH_U-X7qCB0Vn6H6VnNqp4swuGY
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Ep 157: Cast your mind back to 2020, when public spaces were shut down and the world suddenly felt insular and closed. Live-streaming became wildly popular overnight – in fact this podcast began in these circumstances – and many apps and platforms appeared and disappeared to feed the need for watching live events from our homes.
A mere four years later, and live-streaming has matured and the froth has died down. So what is the space like now that it is no longer the buzzword of the moment? How healthy is the livestream ecosystem today compared to the frothy ecosystem a few years ago? And How are artists using live-streaming now? And what do audiences and superfans really want from livestreaming now that they can go to gigs again?
Jakub Krampl, founder and CEO of music livestreaming company On Air talks to us about where live-streaming is in 2024, and what artist teams and audiences really want from live streams and recordings of their favourite artist.
On Air: https://onair.events/
Led Zeppelin - The Song Remains the Same (Madison Square Garden 1973): https://www.youtube.com/watch?v=DtVKz0rv4cg
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Ep 156: Superfandom, superfandom, superfandom. Unless you’ve been living on the moon for the last year, you’ll not have been able to avoid the latest obsession of pretty much anyone working in the music industry. We chatted to Jacquelle Horton, CEO/Founder of superfan platform Fave, about the nature of superfandom – and we also dug into how to nurture it without taking advantage of enthusiastic fans.
The industry’s current interest in superfandom makes sense: whether you’re a DIY artist, a manager, a label, a booking agent, or anything else – it’s clear that super-serving your superfans makes fans more happy, and makes you more money. Plus, it dovetails nicely with the direct-to-fan business model many are trying to build. Jacquelle tells us about the power of superfandom and how to do it right.
Fave: https://faveforfans.com/
Eminem – Til I Collapse: https://www.youtube.com/watch?v=Pi3_Zs-oRUo
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Ep. 155: Andre Benz founded The Nations when he was in high school. What began as a Youtube channel uploading dance music remixes has transformed into a media conglomerate with a record label and various genre-focused channels.
In the latest episode of the Music Ally Focus podcast, he explains the challenges of building a multi-faceted ecosystem that meets the needs of modern music fans, and also creators – and doing it all on top of existing infrastructure in the form of Youtube.
The Nations' success, he says, hinges on understanding its audience.By fostering a community through comments and replies, he built a loyal fanbase hungry for curated music experiences.
This community-building resonated deeply with Benz. "There's so much power... in replying to comments and making them feel special," he says. This philosophy, he believes, aligns with a shift in music consumption, where tastemakers and algorithms now play a bigger role than traditional gatekeepers.
"It's essentially a modern-day radio station" for a younger generation seeking music that aligns with their tastes, says Benz.
Nations https://nations.io/
Lowly https://lowly.io/about/
Broke: https://www.brokemusic.io/about
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Content warning: this episode discusses sexual abuse.
Ep. 154: Caroline Heldman Ph.D and Samantha Maloney are co-founders of the Sound Off Coalition, which recently published a report that called out “the scathing history and financial impact of decades of sexual abuse and coverups in the music industry”. In the report, publicly-available information on reported allegations of sexual abuse, harassment and related misconduct involving musicians and music industry executives is catalogued in detail. Amongst its key demands is a call for an end to the use of non-disclosure agreements (NDAs) that silence survivors.
While its mostly comprised of allegations - and the report notes that "all individuals should be considered innocent until proven guilty” – it’s still a sobering document: over 200 pages detailing allegations against some of the most well-known names in the music business.
We spoke to Caroline and Samantha about their work, the impact of the report, what they describe as a pattern of “covering up” by big music companies, the way they are using shareholder and political activism to try to make a difference – and the scale of the challenge.
> Links mentioned in the podcast:
Sound Off Coalition report: https://soundoffcoalition.org
The Representation Project: https://therepproject.org/campaigns-timeline/
The Punk Rock Therapist https://www.thepunkrocktherapist.org
Music Ally reporting on The Sound Off report: https://musically.com/2024/03/01/sound-off-report-targets-rampant-rape-culture-in-music-industry/
R. Kelly: The history of his crimes and allegations against him - BBC news: https://www.bbc.com/news/entertainment-arts-40635526
Lady Gaga sexual assault - BBC news: https://www.bbc.com/news/entertainment-arts-57199018
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Episode 153: What's the health of the music festival ecosystem like? Not great, says Nick Morgan, CEO of UK festival company The Fair. Nick, who is also vice chair of the UK’s Association of Independent Festivals (AIF), and his colleague Yasmin Galletti join Music Ally's editor Joe Sparrow and discuss the pressures festivals are under, in an environment where, they say, having seen one in six festivals go bust in the pandemic, another 1 in 6 will go bust in 2024 too.
the place that music festivals hold in the UK society – and in other countries – has changed dramatically in the last 20 years; and whether the many festivals are still viable during an economic crunch. We also chat about what the are AIF is campaigning for, and the changing customer demographic and how festivals need to cater for their needs differently.
The Fair: https://wearethefair.com
Skipping: https://www.instagram.com/reel/C5KFv8CyY6o/
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Episode 152: Young Voices arranges huge, arena-sized, choir performances for school children, and we were joined by Ben Lewis, CEO of Young Voices, and Anna Phoebe, violinist who performs with Young Voices (and is on the Board at The Ivors Academy.)
We spoke about the importance of music at the grassroots level, and encouraging children to sing and perform together. They talked about the unifying effect of the huge Young Voices shows, the state of music education and the need for it in the talent pipeline, and what singing and taking part in music does for children's development – and for the economy.
Young Voices: https://www.youngvoices.co.uk
Young Voices video: https://www.youtube.com/watch?v=bMhHRV_l-68
Young Voices’ Impact Report: https://www.youngvoices.co.uk/yv-social-and-economic-impact-report
The dawn chorus: https://www.youtube.com/watch?v=wWLK2gu_Krk
Bob Marley: https://www.youtube.com/watch?v=OSOqWgqwynQ
Inner City Life: https://www.youtube.com/watch?v=i-P98B2skts
Dice: https://www.guinnessworldrecords.com/world-records/716798-most-dice-stacked-with-one-foot-in-one-minute
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Episode 151: We're joined by music industry psychologist and therapist Anne Löhr to get a snapshot of the state of mental health within the music industry, and her interpretation of how well the industry has supported the mental health of the people in it. SPOILER: uh-oh, it’s not been great – but it’s getting better.
The music industry has, according to Anne, stuck to one approach when dealing with mental health: and the results have been disastrous. So we talked about the damage that has been done and whether now, in 2024, things are changing – and are they changing fast enough?
We also ask Anne if the big players, like major labels, have a duty of care to look after the mental health of the people it is making money from.
Anne Löhr: http://www.anneloehr.de/
MITC: https://musicindustrytherapists.com
Bjork: https://www.youtube.com/watch?v=4x1icKp4MNc
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