Music Tectonics How to Sell Musical Instruments, with Adam McHeffey
Jun 11, 2025
Adam McHeffey, Chief Creative Officer at Rock Paper Scissors and former CMO of Artiphon, shares his expertise on marketing musical instruments. He emphasizes the power of engaging smaller creators over celebrities and the importance of IRL networking. Adam unveils effective strategies like email marketing and user-generated content, stressing the need for authentic community interactions. He also discusses balancing traditional PR with modern personalization to build brand trust and visibility in the evolving music industry.
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Plan Strategic Launch Milestones
- Establish clear product launch and brand unveiling milestones to optimize marketing impact.
- Target launches in spring or fall, avoid summer and risky holiday timings for better sales success.
Build Foundation Before Ads
- Build a foundational audience via email/SMS, organic content, artist engagement before spending on paid ads.
- Avoid boosting posts early; reserve advertising budget for actionable campaigns like pre-orders or crowdfunding.
Leverage Smaller Creators
- Target 30 small creators with 10-30k followers instead of expensive celebrities to create a content flurry.
- Multiple videos from few brand-aligned creators build stronger community and brand awareness.