Networking In Music

Fred Again is a masterclass in building fandom. Every artist, brand & company should pay close attention to how he's doing it: - Direct engagement - Community over everything - Building from the ground up Here's 7 ways he's built an insanely loyal fanbase: (and what we can learn) 𝟭. 𝗕𝘂𝗶𝗹𝗱 𝗗𝗶𝗿𝗲𝗰𝘁 𝗥𝗲𝗹𝗮𝘁𝗶𝗼𝗻𝘀𝗵𝗶𝗽𝘀 Fred has prioritized personal interactions & lean-in locations like Discord & Whatsapp chats from day 1. → It creates genuine community → A true understanding of his fans → The ability to activate them in real time Everything is built on top of this. It’s not just about big numbers. It’s about deep interactions. 𝟮. 𝗣𝘂𝘁 𝗖𝗼𝗺𝗺𝘂𝗻𝗶𝘁𝘆 𝗙𝗶𝗿𝘀𝘁 He asked his most engaged Discord fans to host 18 Actual Life 3 launch parties across the globe. → Superfans became the central nodes → Fans connected more deeply IRL → All with Fred as the context First, feed the community. Then, the masses. 𝟯. 𝗥𝗲𝘄𝗮𝗿𝗱 𝗙𝗮𝗻𝗱𝗼𝗺 Before his LA coliseum show, he hosted a secret listening party for 150 fans he found & invited who went to his first LA show in 2021. → He greeted each personally → Handed out mugs of tea → Previewed new songs Show fans they're seen. Show fans they're valued. 𝟰. 𝗚𝗲𝘁 𝗙𝗮𝗻𝘀 𝗜𝗻𝘃𝗼𝗹𝘃𝗲𝗱 Fred consistently includes fans in his process. → Voting on tracks to release → Asking fans to suggest venues → Video recaps from the dancefloor → Cultivating community-generated content Don't serve fans content Make them part of the journey 𝟱. 𝗖𝗿𝗲𝗮𝘁𝗲 𝗠𝗮𝗴𝗶𝗰𝗮𝗹 𝗠𝗼𝗺𝗲𝗻𝘁𝘀 Fred is the king of pop-up shows. → No rollout → No pre-hype → Fans find out first Fans band together on Discord to help each other get in. Every event feels like you’re lucky to be there. They’re marketing through magic. Through fomo. 𝟲. 𝗘𝗺𝗯𝗿𝗮𝗰𝗲 𝗔𝘂𝘁𝗵𝗲𝗻𝘁𝗶𝗰𝗶𝘁𝘆 It all works because it feels authentic. → He's pouring you pints of Guinness → Sharing facetimes with collaborators → Attending quiz night with fans There's no pretense. It’s not about being slick or coming across as bigger & more famous than you. 𝟳. 𝗕𝗲 𝗮 𝗖𝗼𝗻𝗻𝗲𝗰𝘁𝗼𝗿 Fred finds ways to bring people together. → Massive community bike rides across London → Facilitating proposals on the dancefloor → Turning everything into a social event People are craving human connection. This is the dopamine Fred delivers. (and it's what this is all about, right?) 𝗧𝗵𝗲𝗿𝗲'𝘀 𝗡𝗼 𝗙𝗼𝗿𝗺𝘂𝗹𝗮 But there are lessons: 1. Build Direct Fan Relationships 2. Put Community First 3. Get Fans Involved 4. Reward Fandom 5. Create FOMO 6. Be Authentic 7. Be a Connector If you lean all the way in, your reach will grow. And it will last. ___________________ If you like this, you'll love my newsletter. Insights & tools to navigate music's future: https://lnkd.in/ePEK5vdd What did I miss? I've got 1 extra lesson in this week's edition.

Hanumankind’s >100m streams are path breaking. But, there’s a beverage brand quietly winning from all his virality. It is Simba - a beer brand founded in 2015. Watch the video again and you’ll see their can everywhere! Simba isn’t just any other alco-bev company. They’ve become a cornerstone for the Indian hip-hop community, supporting artists long before they became household names. King, Seedhe Maut, Char Diwari, Gully Gang—they’re all part of a community Simba has nurtured. This raises an important question for brands: How do you think of top of the funnel? When opportunities arise to support artists and feature in media/ music videos, which ones should you choose? And on what grounds do you reject? While I was building Dr. Vaidya's, we had multiple similar opportunities with LIVitup but, I never had the guts to take any of them up. The upfront cost just seemed too high. Clearly, this was a runway success. The cost per view for Simba would be the lowest they would’ve ever seen. So, it got me thinking of a playbook to choose: 1. Alignment with Brand Image: Simba’s connection with Indian rap makes sense. Both are deeply embedded in Gen Z culture. The rush of rap music aligns well with the kick of a beer, resonating with their TG 2. Understand Psychographics: Look beyond demographics and dive into the lifestyle and values of your audience and the artist’s fan base. An emotional connection can lead to deeper engagement and loyalty. 3. Think Long-Term with a Portfolio Approach: Virality is unpredictable, making it tough to budget. You can’t just do one. Consistency and a trial and error method works. I’m sure the brand worked with many artists so eventually their effort paid off. A focus on relationships over sponsorships ensures a stronger long-term ROI and pushes the artist to do more for the brand. Investing in the right talent and community can offer returns far beyond just numbers. Think of it like how we approach celebrity endorsements—the right one on board can have benefits far out reaching money :) That being said, it’s not easy. The upfront cost makes it something that only mid-large brands can consider. Are there other brands you can think of that have done artist collaborations right? Off the top of my head, Sprite’s early association with Drake comes to mind—before he became the global sensation he is today. #india #sponsorships #marketing #branding Prabhtej Singh Bhatia 

How sync & licensing pitching works in music catalog management. Active pitching is the difference between waiting for money and creating money from a music catalog. Instead of hoping that music supervisors, brands, and platforms discover a song, a sync team proactively pushes tracks for placements. Here’s how it works, who does it, and who gets pitched. 1️⃣ Who Actively Pitches Music for Sync & Licensing? ✅ Music Publishers & Sync Agents – Major publishers (Sony/ATV, UMPG, Kobalt) and boutique sync agencies. ✅ Independent Sync Reps – Freelancers or boutique firms who pitch on a retainer or commission. ✅ In-House Label Teams – Major and indie labels have sync divisions for artists and catalog. ✅ Artist or Manager-Led Pitching – Some artists & managers pitch directly to key industry contacts. Key Difference: • Big publishers have existing relationships but prioritize their biggest catalogs. • Boutique sync agencies & independent reps often hustle harder for smaller catalogs. 2️⃣ Who Do You Pitch To? 💡 Key Insight: Different supervisors specialize in different mediums—some focus on film/TV, while others exclusively work on gaming or commercials. 3️⃣ How the Pitching Process Works ✅ Step 1: Create a Sync-Friendly Catalog Package • Curate a highlights reel of the catalog • Ensure instrumental & clean versions exist • Have metadata + pre-cleared rights info ready ✅ Step 2: Build & Maintain Relationships • Attend film/TV networking events (Midem, SXSW, MusicBiz) • Use sync reps or agencies to pitch songs • Directly email supervisors & ad agencies with targeted placements ✅ Step 3: Follow Up & Customize Pitches • Don’t blindly send mass emails—tailor pitches to what they’re working on • Offer exclusive or early access to certain tracks • Keep a pipeline of potential placements and follow up regularly ✅ Step 4: Negotiate Terms & Close Deals • Sync deals are often one-time upfront fees but can include backend royalties • For big campaigns, negotiate exclusive or long-term licensing fees • Monitor contract compliance to ensure payments & renewals 4️⃣ How to Get Started with Active Sync Pitching ✅ Hire or partner with a sync rep, boutique agency, or licensing specialist ✅ Audit your catalog to see which tracks are most syncable ✅ Start building direct relationships with music supervisors & agencies ✅ Make sure your music is properly tagged, cleared, and ready for placement ✅ Stay consistent—sync is a long game, but one big placement can 10x catalog value Want a list of the best sync agencies, contacts, and pitching strategies? Give me a follow and drop “Sync Strategy” in the comments, and I’ll send you a breakdown of the top agencies and how to approach them. If your a agency leave a comment so rights holders can find you. #MusicBusiness #SyncLicensing #CatalogManagement #Royalties

You can follow every content tip in the book: Use trending audio. Post 3x a day. Put text on screen. And still get stuck. Those aren’t wrong… they’re just surface-level. If you want to play the long game, you need more than beginner tactics. I’ve spent over 16 years helping creators shape content that lasts. These 5 principles come up time after time: 1. Use Data to Guide the Next Post → Build a simple tool to rank your posts. → Spot the patterns. Let winners guide what’s next. → It’s like giving your content a report card—except you should take this one seriously ;) 2. Remix Your Top Performers → Artists don’t make one hit and move on. → They remix, drop an acoustic, or get someone else to collab on it. → Turn your best posts into templates. 3. Innovate Your CTAs (Calls-to-Action) → Super direct CTA’s often kill reach. → Figure out a way to make your audience aware of your thing without the ask. → Ex: If you’re a vlogger selling an energy drink, always show yourself cracking one open mid-video. 4. Tailor to the Platform → TikTok ≠ IG ≠ LinkedIn. → Optimize for each platform individually → Don’t just repost, re-package 5. Tracking Everything Isn’t Productive → More data ≠ more clarity. → Pick 2–3 metrics that actually change your decisions. → Ours? Conversions, views, and watch time These aren’t just the latest “hacks” They’re habits of thoughtful creators who build brands that last. These are some of mine—what’s one content lesson you wish someone told you earlier?

Are we realising the potential of our networks to make change happen? Most innovation emerges from collaborative projects where teams openly “borrow” & adapt each other’s (often small but powerful) ideas. Many networks & communities of practice could achieve so much more by experimenting together around collective priorities to generate & share new solutions. This is beyond spreading known “best” or “good” practices. It is about innovating to design new solutions collectively. So I appreciated this piece from Ed Morrison about three different kinds of networks: - Advocacy networks are communities that seek to mobilise people, creating pressure to shift policies, priorities or messages in a particular direction. Their aim is to connect & influence rather than to change how they themselves work. - Learning networks are communities of practice. They share knowledge, compare practice & build shared capability. Learning networks often excel at spread & improvement of existing practice, but only sometimes move into structured innovation work. - Innovating (or transforming) networks are communities that combine their assets - ideas, relationships, data, capabilities - to create new value that none could produce alone. They manage collaboration as a process of experimentation: agreeing a shared outcome, running multiple connected tests of change, learning by doing & amplifying what works across the network. https://lnkd.in/edbbexiG. Every learning network has the potential to become an innovating/transforming network. Some actions to enable this: 1. Build a foundation of strong, trusting relationships within the network, understanding each member’s starting point & motivation for change 2. Focus on helping each other to succeed; listen to each others’ stories & plans, co-coach, give advice to each other & build shared inquiry 3. Move from “sharing” or “raising awareness” to some concrete outcomes the network want to change together through collective experimentation 4. Agree some simple norms for the network so that members help each other to make progress, make it safe to try things, fail fast & share incomplete work 5. Encourage multiple, parallel tests of change around similar outcome so projects can “steal with pride” from one another & quickly refine promising ideas 6. Put simple routines in place for noticing patterns (what is shifting where & why), capturing these insights & amplifying them across the network 7. Add additional success metrics including innovations tested, adapted & adopted in multiple places Graphic by Ed Morrison. Content with added inspiration from June Holley.

𝐖𝐡𝐲 𝐬𝐡𝐨𝐮𝐥𝐝 𝐲𝐨𝐮 & 𝐞𝐯𝐞𝐫𝐲 𝐚𝐫𝐭𝐢𝐬𝐭 𝐬𝐡𝐚𝐫𝐞 𝐨𝐧 𝐋𝐢𝐧𝐤𝐞𝐝𝐈𝐧? I was initially reluctant to create a LinkedIn account. Why would I want to share my resume with the world? But after I left my day job & started a record label, I saw LinkedIn as a treasure trove of information on the music industry. Senior executives at major labels & streaming services were sharing their insights. Why couldn’t I? So, I started writing about music, art, literature. I kept writing & writing, with over 100 newsletter editions. Last year, I was named a "Top Voice" presumably for my takes on the music & creative industry. This is what can happen if you write about what you know & share insights. 𝐅𝐞𝐞𝐥 𝐥𝐢𝐤𝐞 𝐣𝐮𝐬𝐭 𝐚𝐧𝐨𝐭𝐡𝐞𝐫 𝐚𝐫𝐭𝐢𝐬𝐭 𝐨𝐧 𝐭𝐡𝐞 𝐨𝐭𝐡𝐞𝐫 𝐩𝐥𝐚𝐭𝐟𝐨𝐫𝐦𝐬? On LinkedIn, you can stand out. With a billion users, you have an opportunity to capture attention. I don't see that many singers/poets/accordionists in my feed. LinkedIn's professional vibe means your work gets noticed by people in the biz. Music industry execs, label heads, booking agents. We’re all here. Well, many of us. In a feed full of memes on leadership and work/life balance, you singing stands out. Even better if you teach a skill or share how you made song. LinkedIn is where people come to learn. LinkedIn is more than just business chatter. It's a treasure trove of knowledge. By sharing your insights, you help build an arts knowledge graph that benefits everyone. Your contributions can elevate the arts community within the professional world. I’d love to see more posts about music theory, how to book a tour, how to create a setlist. Let me guess. You already have a LinkedIn profile for your day job. Perfect. Share your art more widely. Your connections might not know about your creative work. Showcasing your art can open up new opportunities and enhance your professional image. But be careful: your work colleagues/managers may not love that you are doing artistic things. “Focus on your job! You spend too much time playing the guitar!” You'll have to navigate the politics for yourself. Or create another LinkedIn account for your creative endeavors? 𝐌𝐲 𝐤𝐢𝐧𝐝 𝐨𝐟 𝐩𝐥𝐚𝐜𝐞 One of LinkedIn’s best features is its kinder, respectful user base. People use their real names and care about their reputations, so the feedback is generally more supportive & constructive. This is ideal for artists looking for thoughtful feedback without harsh criticism. LinkedIn is an untapped resource for you to shine, share knowledge, and engage with a supportive community. By leveraging this platform, you can expand your audience & enrich the artistic landscape. Take the leap. Share your creativity on this platform. You might be surprised by the opportunities that come your way. I was. And now I'm all in. Let’s keep building the creative industry ecosystem. I’d love for you to be the next Top Voice. #portfoliocareer #art #music

Dear Musicians and Podcasters, Your Year-End Stats Are Out. Now What? 🎧📈 Whether your Spotify Wrapped, Apple Music Replay, YouTube analytics or even your Billboard chart metrics surprised you or humbled you this year, one thing remains true: people still listened. That alone is value. Here’s how creators can turn these insights into strategy: 1. Acknowledge your wins – Even minimal engagement is proof of impact. Celebrate what worked. 2. Reflect for growth – Look at your top tracks or episodes. Why did these resonate? Let the data guide your next steps. 3. Engage with your audience – Respond to tags, repost fan content, and create meaningful touchpoints. These small moments build loyalty. 4. Leverage your superfans – Identify the listeners who consistently show up. A personal message or virtual listening moment goes a long way. 5. Spot collaboration opportunities – Who shows up alongside you in fans' posts or playlists? Sometimes your next collaborator is already in your community. 6. Turn UGC into content – Fans’ posts are social proof. Reposting them strengthens appreciation and reach. 7. Remember: small wins matter – Micro-engagement today often leads to stronger visibility and influence tomorrow. Year-end stats aren’t just numbers—they’re signals. Use them to deepen your community connection and shape your 2026 strategy with intention. Share this with your favourite musician or podcaster!

Marketers struggling with relevancy can learn a lot from the All-American Rejects. Let me explain 👇    The All-American Rejects recently created a lot of buzz around their new album while introducing their music to a new generation of fans.     In an era of massive stadium tours or well-known festivals like Lollapalooza, these events come with a hefty price tag for fans. Tickets, merch, transportation, parking — the fact is, many people are saving only to splurge all their money, and some are even paying in installments.     The All-American Rejects were tired of seeing young people not being able to afford concerts, so they went on a “house party” tour and brought the show to them. Amidst the Eras of the large-scale tours and fests, there’s something special about a stripped-down, intimate experience with an artist where you normally don’t get to see them like NPR’s Tiny Desk. You can touch the stage. The band is accessible. It’s like a griot around a campfire.     This house party tour is fascinating to me because it’s been going on for decades. Performing at dive bars or house parties is how young artists usually break in. But you rarely see a major group reverse-engineer their career that way. To become major stars and then have a comeback where they’re focused on building up their fanbase again through these campfire communities.     As always, music is leading the way in culture, but I think as marketers we can pick up on these cues to move our brands forward.     What brands can take away from this is it’s no longer enough to stand on a pedestal or rely on big activations — you also have to work it from the ground up. This isn’t traditional grassroots marketing. This is more community building marketing by going into spaces and having deep interactions with people.     What artist have you seen live before they made it big? What was the experience like? Would love to hear about it. My early days at Motown Records and Def Jam Recordings gave me the opportunity to see a lot of up-and-coming artists, but I love what we’ve created in Visa Live and how it gives fans one-of-a-kind concert experiences from their favorite artists. 

If you’re thinking about building or projecting your professional brand to become more visible and create impact… Here’s a simple visibility toolkit that’s worked for me and many people I’ve mentored: • Storytelling over status updates Don’t just announce the title or milestone. Share the journey behind it. Shared insights are more useful. •Ask yourself the tough questions What do people come to you for when they seek your ideas or counsel? What do you sound like when you’re at your best? Your tone, your values, your voice - these are what make you you. A strong professional brand needs to be personal to you. • Share the real stuff Not just wins, but doubts, challenges, and lessons too. Ask: “What would the less experienced, ambitious or younger me have wanted to hear?” • Start before you feel ready You’ll never feel fully ready, so just get going and learn as you go. Clarity and confidence will follow. • Build your brand with intention Your digital presence should authentically reflect who you are, not just what you do. • Don’t take yourself too seriously The ‘spotlight effect’ is real, but at the start, no one’s watching that closely. Use that freedom to experiment. Visibility isn’t about being loud. It’s about documenting what you’re learning, what you care and know about and sharing it with others. And if that still feels uncomfortable? Start with just one honest story. Then another. And see what happens.

Yes, I write a lot about sports. 🎾🏀🏈   And yes, our firm is called SportsInvest Advisory.   But let’s be honest, "Sports,Media&EntertainmentInvest" Advisory sounded a bit too long.   However, our focus spans the entire 𝐒𝐩𝐨𝐫𝐭𝐬, 𝐌𝐞𝐝𝐢𝐚 & 𝐄𝐧𝐭𝐞𝐫𝐭𝐚𝐢𝐧𝐦𝐞𝐧𝐭 𝐞𝐜𝐨𝐬𝐲𝐬𝐭𝐞𝐦.   Why?   Because each of these segments is worth looking into from an investment standpoint.   Just the other day I was talking about content (series, cinema) as an investment opportunity with Louis Ladreyt from Logical Content Ventures, a fund deploying capital in films and series.   And several years ago, we also started exploring 𝐦𝐮𝐬𝐢𝐜 𝐫𝐢𝐠𝐡𝐭𝐬 as a new asset class—one that has now captured the attention of leading PE investors. 🎵 👉 BlackRock backed Alignment Artist Capital to deploy $5M-$20M deals for artists and songwriters (2015). 👉 Blackstone committed $1BN to Hipgnosis Songs (now Recognition Music Group) to acquire music catalogues (2021).   👉 Apollo Global Management, Inc. committed $1BN to HarbourView Equity Partners, led by Sherrese Clarke (2021). 👉 Providence Equity Partners launched Tempo Music in 2019 with Warner Music Group, later exiting to WMG for $450M. 👉 KKR acquired Kobalt Music's catalogue for $1.1BN (2021). What sparked private equity's interest in music rights?   ✅ Market growth—check out Goldman Sachs' Music in the Air report (link in comments).   ✅ Low correlation to macroeconomic trends & financial assets.   ✅ Stable, recurring royalties revenues (5-10% yield).   ✅ But also (and that's even more interesting) value creation opportunities through IP expansion (licensing, events, entertainment). One of my favorite investment teams in this space?   🔥 Pophouse Entertainment.   Why?   First, because it boasts an outstanding founding team, including ABBA’s Björn Ulvaeus and EQT Group founder Conni Jonsson, led by CEO Per Sundin and chaired by Lennart Blecher, EQT’s Head of Real Assets.    Second, because I had the opportunity to first connect with Pophouse Entertainment back in 2022 (Shahriar Shokofan, Parham Benisi, Joakim Andersson) and I was impressed by their visionary approach in IP expansion.    🎯 Investment focus? Music catalogs and IP, covering three key rights: publishing, recording, and brand rights (NIL—artists’ name, image & likeness).   🚀 Value creation? An artist-centric approach that goes beyond passive catalog ownership, expanding and monetizing IP across the entire entertainment ecosystem. They launched ABBA Voyage—a concert featuring digital avatars of the Swedish pop icons, and The Avicii Experience—a tribute to the late Swedish DJ. On Monday, they announced a €𝟏.𝟐𝐁𝐍 𝐟𝐢𝐫𝐬𝐭-𝐭𝐢𝐦𝐞 𝐟𝐮𝐧𝐝—one of the largest debut private equity funds raised in Europe in the past decade.   They have already deployed about 30% of the fund, acquiring rights to KISS, Cyndi Lauper, Avicii, and Swedish House Mafia.   Huge congratulations to the entire Pophouse team for this fantastic achievement. 👏