Four practice areas. We form, negotiate and execute the work alongside our clients, not only advise on it.
Marketing
The operator's home ground. Artist, label and brand marketing. Integrated campaigns, content and social strategy, creator programs, digital activation, talent bookings and music supervision. Go-to-market for music products, platforms and artists. Marketing is how the rest of the practice lands – the channel, the campaign and the commercial moment a client is actually trying to win.
Background: Spotify, TikTok, Universal, Warner – leading artist, label and brand marketing across platforms and rights holders.
Partnerships
Deal strategy and operational rollout with DSPs, social platforms, labels, artists, management companies, live and brands. The practice doesn't stop at the strategy deck – the team forms, negotiates and executes partnerships from framework to signed paper to delivered campaign. This is the single biggest differentiator against a traditional agency.
Background: Partnerships leadership across TikTok, Spotify, Universal and Warner – platform side and rights holder side.
Technology
Tech stack scoping, vendor selection, data architecture and AI readiness. A product and operations lens, not engineering. Built and led music platforms used by millions – SoundOn, Spotify For Artists, TikTok music products. Now applies that lens to clients scoping their own systems, evaluating vendors and deciding what to build vs buy.
Background: Led development of music platforms and products at TikTok and Spotify used by millions of artists and creators.
Commerce
Fan lifecycle revenue, D2C, membership, social commerce, streaming yield optimization and licensing. Owning the fan relationship beyond the stream. The commerce capability most music consultants can't architect at scale.
Background: Pioneered social commerce in music at TikTok. D2C and commerce architecture across artist businesses and labels.