Episode #39: Music 101 (Pt. 5) - Marketing Your Music

by The Future of What

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A band is ready to release new music, but how can they grab people’s attention in such a crowded market? Promoting a song or album effectively is a multi-step process that can be daunting for artists, especially as acts and labels turn to more inventive concepts. In this 101 episode, we talk through what goes into a marketing strategy with Graham Rothenberg, Senior Director of Marketing at leading agency The Syndicate. Then we hear from Sub Pop’s Carly Starr about how publicity and marketing have begun to merge as promotional platforms have changed. Warp’s Steven Hill tells us about what made innovative campaigns he’s worked on successful, like Aphex Twin and Oneohtrix Point Never. Finally, Amit Nerurkar, General Manager of Mass Appeal Records talks us through the award-winning marketing campaign for Run The Jewels.


Graham Rothenberg (The Syndicate)
Carly Starr (Sub Pop)
Steven Hill (Warp)
Amit Nerukar (Mass Appeal)


Wimps "Vampire"
New Dog "Classic Ballroom Dances"
Kinski "Detroit Trickle Down"
Delta 5 "Mind Your Own Business"


released May 6, 2016



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The Future of What Portland, Oregon

A radio program about the music and recording industry for industry insiders, outsiders, and outliers. Hosted by Kill Rock Stars president, Portia Sabin.

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