Music Ally Focus #37: Lars Ettrup, CEO & founder of Linkfire, explains why smartlinks and links-in-bio services are now the centre of an artist's online business

Smartlinking services like Linkfire are now ubiquitous to music fans and industry alike: they have become essential glue that holds all the disparate areas of the business together, sending fans from one place to another, and generating income along the way. We chat to Linkfire CEO Lars Ettrup about this quietly powerful sector, and we ask him if smartlinks are empowering independence for DIY artists, and if they even need a traditional website in an age where the most important URL for them to share is a smartlink. PLUS: Lars announces that Linkfire has just acquired a major competitor.

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