The New Music Business with Ari Herstand

How To Tell Your Artist Story and Connect With Your Audience from Marketing Experts

Apr 7, 2021

01:07:36

Creator website

Highlights

AI Chapters

Episode notes

Music Marketing Agency

04:29

How Do You Communicate Your Story?

04:46

Social Media

01:21

Introduction

2min

How to Make It in the New Music Business

5min

The New Music Business Podcast - Livia and Brian

4min

Music Marketing Agency

4min

Do We Serve as Management or Not Manage?

2min

How Do You Think About Your Career?

3min

A Song Writer With a Vision

4min

Artists, You Know, Have a Story

3min

How Do You Communicate Your Story?

5min

10.

Are You Authentic on Social Media?

2min

11.

Social Media

1min

12.

The Secret of Reverse Engineering in Social Media

5min

13.

Creating a Visual World for Artists

3min

14.

Paid Media

2min

15.

Paid Media

4min

16.

Influence or Marketing?

3min

17.

I'd Ticktok Is Like Buying a Lottery Ticket

6min

18.

What's the Black Box Pricing Model?

2min

19.

We're a Little Different in the Sense That We're Not Specific.

4min

20.

Black Box

3min

21.

Having a Different Name for Your Writing

5min

My guests today are Livia Tortella and Brian Popowitz of Blackbox, a marketing agency that has worked with artists like JP Saxe, Christina Perri, Jesse McCartney, and many others. Before Livia started this marketing agency, she was the co-president and CMO (Chief Marketing Officer) of Warner Brothers Records. Before that, she was the SVP of Marketing at Atlantic Records. And before Atlantic Records she worked at Island/Def Jam. And before Island/Def Jam, she was at PolyGram. She's been in the major label system for many years, but just under a decade ago she broke out and started Blackbox.

Blackbox is a marketing agency that has worked with Andra Day, JP Saxe, Best Coast, Christina Perri, Dirty Honey, Jesse McCartney. They even worked on Kid Rock's faux Senate run. With JP Saxe specifically, they worked with him before his record and publishing deal and when he was completely independent. They helped take one of his first songs, "The Few Things," to over 20 million streams. They also helped Andra Day to acquire more than 250,000 social media fans.

Brian and Livia break down their process, what they do, and how they help an artist tell their story effectively. They also give some really great strategies on how to tell that story.

Quick links:

5:08 - What is Blackbox?

10:38 - What is a narrative? Why is it important?

12:15 - Does Blackbox function as a manager for artists?

15:40 - How Blackbox developed JP Saxe and helped him tell his story

21:22 - What does the onboarding process look like? How does an artist tell their story?

35:36 - How do you get an artist to communicate their story visually?

39:38 - When does paid media advertising come into play in a marketing strategy?

43:38 - Where are we at with paid media? What platforms is Blackbox using for its clients?

46:40 - What is influencer marketing? How is it working in the space today?

48:05 - How's TikTok marketing functioning right now? Is it effective?

51:15 - Ari's Take Academy student questions