music industry insights

Friedberg's Hardcore Workout Queen

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Friedberg - Photo Credit: Lewis Vorn

Friedberg is an all-female four-piece bringing a hypnotic mix of dance-punk, indie, and guitar pop to every show.

They’ve been gaining momentum and even caught the eye of AnnenMayKantereit, who invited them to support their German stadium tour last summer. Recently, Friedberg wrapped up a U.S. tour with Giant Rooks after a strong showing at SXSW.

In May, they played the Jazz Café in London, opening for Big Special, and later that summer, they joined Placebo on their UK tour. This added to an impressive list of shows, which includes past tours with Hot Chip in both the UK - the band played a headline show at London’s iconic 100 Club on November 4 - and the U.S.

Their latest singles, released through Clouds Hill, are gaining attention and airplay on BBC 6 Music, Radio 1, and Radio X. Their upcoming album ‘Hardcore Workout Queen’ produced by Oli Bayston, is set to be released on November 8.

In this Q&A, the singer-songwriter and frontwoman for Friedberg Anna Wappel speaks about their album Hardcore Workout Queen, their creative process, and what’s next.

Your album Hardcore Workout Queen has such an intriguing title, what’s the story behind it?

Hardcore Workout Queen is a song on the album that I wrote in a really lazy mood, when I woke up one morning and everyone was running past my house for the third time while I was busy making my third breakfast. I was cheering for all the hardcore workout Queens, but I just couldn't participate. It's kind of a funny look on the whole self optimization obsession, but also in a loving way. It's a song for everyone, no matter if you're on the gym or if you're late in the sofa at home.

If you had to choose one song from your album to introduce people to your music, which one would it be and why?

I think maybe ‘Hardcore Workout Queen’ because I like the lyrics and the drive it has got, but as I can never ever decide, I would also like everyone to listen to 100Times too, because it is such a vibe

How has touring with bands like Placebo and Hot Chip been?

Both were super fun. The U.S. tour with Hot Chip was truly unforgettable! I think a few more dance beats snuck into our album after touring with them. And I’ve also worked in the studio on some new tunes with them which was amazing. The downside: I’ve realised that being a support band on tour is insanely fun, but also ridiculously expensive. I really wish there were more grants for touring musicians.

You’ve built a lot of momentum since forming in 2019. What advice would you give to new artists trying to grow and find their place in the music industry?

Trusting your gut. Trusting your gut. Trusting your gut. Learn to delegate, so you’ll get more time to actually do music. (That’s mainly an advice for myself haha)

What’s your best networking tip? 

Be curious to meet people. Don’t be scared to ask a lot of questions.

What's your favorite/least favorite thing about making music?  

The moment when you go to a studio with someone - with a producer, a friend or a bandmate - and you just go in there with nothing, completely blank, and you start to have a jam, and then write or make something up in the moment. It's super scary, but I like the thrill of it and I like to go home in the evening with something we’ve created. That’s my favorite thing.

My least favorite thing is finishing stuff. I find it really hard to make decisions, and the feeling of committing to a final thing, “this is it now, you can't do any more changes”… I love to have all the options, but then I also can't make decisions. So, I find finishing stuff really hard.

Friedberg - Photo Credit: Lewis Vorn

What’s your favorite way to unwind when you’re not making music?

Playing football. I started a football team in Hackney Wick, and we play once a week. It’s the only time I can truly switch off my brain—just chasing that stupid ball around!

If you had to describe your music using three words, what would they be?

Pop, dance, punk

What are you listening to at the moment?

Just discovered Joshua Idehen’s track “Mum Does the Washing“, when I was a guest at 6music’s Roundtable the other day. The lyrics are incredible and you’ve got to hear it. The music video is pretty amazing too.

Mastering Music Promotion: Social Media and Traditional Strategies for Artists

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Music promotion has increasingly shifted toward platforms like TikTok, Instagram, and YouTube, which play a vital role in how artists connect with fans and grow their careers.

However, traditional promo strategies still hold value and can complement modern approaches. Successful social media promotion requires creativity, planning, and authenticity—simply posting “New Single Out Today” or just being present on these platforms isn’t enough. How you use them matters.

Below is a breakdown of both traditional and social media strategies to help artists stay ahead.

Top Tips for Social Media Success

1. Go Where the Audience Is

Different platforms attract different audiences. Understanding who you want to reach and where they spend their time is essential.

  • TikTok: With a predominantly young user base, TikTok is a must for artists looking to connect with Gen Z and millennials. Short-form content with a high chance of going viral can catapult an artist from obscurity to mainstream. Trends move fast here, so focus on engaging, creative content that resonates quickly.

  • Instagram: A great platform for more established artists to engage their audience visually. Utilize features like Reels, Stories, and Highlights to keep your profile fresh. Instagram also allows deeper interaction with fans through live streams and DMs, fostering a loyal community.

  • YouTube: YouTube offers both long-form music videos and short-form content via Shorts. It’s ideal for creating more in-depth connections with fans through behind-the-scenes content, official music videos, or live performances.

2. Build Engagement, Not Just Content

It’s not about posting for the sake of it. Each piece of content should have a purpose: to engage your audience. The key is interaction and making your fans feel involved in your journey.

  • Involve your audience: Ask questions, host polls, and seek input on everything from what songs to release to where to perform. Fans who feel part of the process are more likely to stick around.

  • Community first: Social media isn’t just a promotional tool; it’s a way to build a community. Artists like Billie Eilish and Taylor Swift use features like Instagram’s ‘Close Friends’ to offer exclusive content, giving their audience something special and creating an intimate bond.

  • Consistency is key: Post regularly, but ensure your updates are aligned with your brand. For example, Charli XCX’s strategic roll out of her album ‘brat’ was so succesful that her fans engaged with the story just as much as the music.

3. Go After Viral Moments, But Don’t Rely on Them

Going viral can be a game-changer, but it’s not a strategy to rely on. Focus on creating moments that encourage sharing.

  • Artists like Sabrina Carpenter and Tinashe have benefitted from viral moments like memes, but these weren’t forced. Create content that feels authentic and encourages organic sharing.

  • Encourage fans to create content around your music. Challenges, remixes, or even dance trends (as seen on TikTok) often lead to wider exposure without much direct effort from the artist.

4. Authenticity is Non-Negotiable

Fans today can spot inauthenticity from miles away. Staying true to your brand and values will help build trust with your audience.

  • Don’t just jump on trends because they’re popular. Align your content with your artistic identity. 

Example

Taylor Swift’s album, The Tortured Poets Department, has broken streaming records by focusing on fan engagement. The album became Spotify's most-streamed globally in a single day, surpassing 300 million streams, while the lead single, “Fortnight (feat. Post Malone),” set records as the most-streamed song in one day.

Key Strategies

  • The surprise album announcement at the Grammys generated excitement and curiosity.

  • Spotify's "poetry library" installation in Los Angeles created social media buzz and a tangible connection for fans.

  • There were exclusive updates on Spotify that rewarded engaged fans and encouraged sharing.

  • The album was pushed in various platforms including Spotify and Amazon Music showcasing a strong multi-platform approach.

  • Fans love seeing what goes on behind the scenes. Sharing snippets of songwriting sessions, studio work, or even daily life can make your content feel more genuine and relatable.

5. Measure What Works

If you’re not tracking what resonates with your audience, you’re missing out on valuable insights. All major platforms offer analytics, and they’re key to understanding what’s working and where to improve.

  • Metrics like likes, comments, shares, and watch time can give you a clear picture of what content is engaging your audience the most.

  • Understanding when your audience is most active can help you post at optimal times, boosting visibility without extra effort.

  • Know where your audience is. This can help with everything from planning tours to timing content releases around time zones.

6. Beyond Socials

Social media is crucial, but it shouldn’t be your only focus. A strong website and an email newsletter are still key pieces of a broader strategy.

  • A well-maintained website gives you full control over your content and brand. Include tour dates, music links, exclusive content, and an artist bio to keep fans engaged beyond social media.

  • Don’t rely solely on algorithms to get your content seen. An email list allows direct communication with your fans. Artists like Thao Nguyen use platforms like Substack to connect with their audience through essays, performances, and updates. The indie musician wrote a newsletter called For the Record to share her journey of creating her seventh album. In the newsletter, she gave subscribers a chance to read, hear, and watch her work in real time

  • Mix up your content with teasers, behind-the-scenes footage, livestreams, and more. Promote your single with different types of posts (e.g., music video snippets, album artwork, interactive Q&As).

  • Personal replies build a connection. Platforms like Twitter are perfect for interacting with fans, while Instagram Stories and TikTok can give them a peek into your day-to-day life.

  • Posting regularly without spamming your audience is important. Make sure your posts are snappy, varied, and visually appealing.

TikTok Focus

TikTok’s Influence on the Charts

TikTok continues to revolutionize music discovery, with the app serving as a launchpad for numerous artists like Tyla, Aliyah Bah (Aliyah’s Interlude), and FIFTY FIFTY in 2023 or Sabrina Carpenter, Tinashe and Lisa in 2024 . The platform’s potential to turn a song into a viral sensation has made it a must for emerging artists and established names alike.

"​​I've noticed that people's attention spans aren't that long anymore," Tyla told 2024 GRAMMYs host Trevor Noah for Interview magazine. "People like watching short videos, so with my music, I love creating small videos that I hope will trend. Because I've been on social media throughout my life… I use that to my advantage when promoting a song."

Tyla’s TV debut of Water

TikTok Best Practices:

  • Artists like Tyla have capitalized on viral challenges like the "Water" dance,  Aliyah Bah’s track “IT GIRL” took over TikTok with outfit transitions and lip syncs, Sabrina Carpenter with Espresso and Charli XCX with the ‘Apple’ dance. Think of how your music can spark its own trend or meme.

  • TikTok's power lies not just in random trends, but in influencer partnerships. Record labels and artists can collaborate with influencers, both large and micro, to help songs go viral. This strategy allows them to tap into different audiences and trends that resonate on the platform.

  • TikTok thrives on UGC. Marketers are increasingly using platforms like Pearpop and Preffy to create challenges that encourage users to generate content. This can be a great way to build organic interest around a song, tapping into the viral potential of user-driven trends.

  • TikTok’s culture of remixing songs (sped-up versions, mashups, etc.) can give older or less popular tracks a new lease on life. Including strategies to engage with remix artists or even commissioning remixes could be a powerful tool for artists looking to keep their tracks relevant.

  • Low-effort but high-impact, AR filters and effects can be used in TikTok campaigns to drive engagement. Incorporating these into promotional plans can help artists connect with fans in a playful, accessible way.

  • Not all successful campaigns rely on influencer power. General-interest content creators, like those posting slime videos or hydraulic press clips, can help a song break through in unconventional ways by simply using the track as background music.

  • While TikTok offers many opportunities, it can also be draining for artists, who are expected to be content creators on top of making music. It’s important to acknowledge the pressures artists face, balancing promo with their artistic endeavors.

  • Radio stations and streaming services are adapting to TikTok trends. Channels like SiriusXM’s TikTok Radio showcase how traditional outlets are integrating short-form video-driven songs into their programming. This section can discuss how TikTok-driven success is bolstered through radio and streaming playlists.

Traditional Promotion: Still Vital

Despite the rise of digital platforms, traditional promotion strategies remain crucial for long-term success. These tried-and-true methods, such as PR, radio airplay, and live performances, still play a vital role.

Traditional Promo Strategies Include:

  • PR and Press Kits: Press releases to industry publications and radio stations remain effective. Artists should also engage with local and national media to gain coverage for new releases.

  • Live Performances: Whether it’s small gigs or festivals, performing live is still a great way to connect with fans and build a dedicated following.

  • Email Newsletters: With social media outages (remember Facebook’s infamous 2021 crash?), email lists are a reliable way to maintain direct contact with your fanbase.

Cross-Promoting on Multiple Platforms

While TikTok may dominate music discovery, artists can’t rely solely on it. Balancing your efforts across platforms like Instagram, YouTube, Threads and X is essential. Each platform caters to slightly different audiences, offering unique ways to promote your music.

How to Approach Cross-Platform Promotion:

  • Tailor Content to Each Platform: What works on TikTok might not resonate the same way on Instagram or Twitter. For example, create Reels specific to Instagram rather than reposting TikToks with watermarks.

  • Connect with Other Artists: Build relationships with fellow musicians through shoutouts and collaborations online. Not only does this expand your reach, but it also fosters community support.

Influencers in Modern Music Marketing

Influencers are becoming key players in music promotion - just look at the influence that Aliyah Bah, Julia Fox, Gabriette and Rachel Sennott had. Influencers can introduce your music to their followers in a fun and authentic way. 

  • Work with influencers who genuinely align with your music and brand. Authenticity is key to a successful campaign.

  • Smaller influencers often have more engaged audiences and can provide a higher return on investment for your marketing efforts.

Analytics 

Staying on top of your analytics will help you refine your strategy. Monitor which posts resonate most, what times are optimal for engagement, and which platforms generate the best results. Don’t be afraid to switch up your approach based on data.

Tools like PUSH.fm, Linktree etc offer Smart Links and analytics to help you track engagement across multiple platforms, giving you the insights you need to continually improve.

Branding

Branding as a musician means telling the world a clear and cohesive story about who you are and what drives your music.  

Consistency in branding helps artists create a distinct presence online. This doesn’t just mean visually; it’s about maintaining a cohesive voice and message across all platforms. As an artist in 2024, your brand is your music, your visuals, and how you engage with your fans. Here’s how you can approach it:

  • Ensure your logo and artist name are clear, memorable, and used consistently across all platforms and promotional materials.

  • Define why you create music, how that translates into your sound, and what type of music you make. This "why" should resonate through your social media, visuals, and performances. Authenticity is key.

  • Identify what you’re passionate about, what you do best, and what drives your growth. Align these strengths with your brand and focus on areas where they overlap.

  • In two sentences, explain what makes you unique as an artist. This statement will guide decisions and help ensure consistency across your branding efforts.

  • Identify 3-5 values that reflect your identity and drive your creative decisions. These could include creativity, connection, or innovation.

  • Choose keywords to describe your brand’s tone of voice. These should be consistent across your communications, from social media to live performances.

  • Be open about your journey, inspirations, and what makes your music unique.

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25 Years of MUTEK

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MUTEK Festival - the international celebration of electronic music and digital creativity - celebrates its 25th anniversary edition from August 20 to 25, 2024. Artists and music lovers from all over the world will gather in Tio'tia:ke / Mooniyang / Montréal for six days of immersion in sound and visual art.

Since its creation in 2000, MUTEK and its multiple venues have been the stage for the debuts of numerous artists, many of whom are now major figures in electronic music. In 2023, over 46,000 people enjoyed a rich and diverse selection of music, all of it free.

This year, the festival will put forth almost 80 live performances in several emblematic spaces in the heart of the city, bringing digital art to public spaces and offering Montrealers and tourists a unique, sensory experience through a journey of around twenty unique installations.

From August 15 to 29, 2024, the Village Numérique will be presented free of charge between 6 p.m. and 11 p.m. in the Quartier des Spectacles, enabling everyone to discover this innovative, immersive art form.

In addition, more than 90 international experts in AI, XR, sustainability, music, architecture and video games will come together to explore the impact of technology on our lives. This edition of MUTEK’s Forum will take place from 20 to 23 August at the Monument-National and the Society for Arts and Technology (SAT), with over 60 conferences, workshops and laboratories.

Music programmer and event management expert Marie-Laure Saidani reflects on MUTEK's 25th anniversary in this special feature. With nearly 20 years of industry experience, Marie-Laure has been a co-programmer for MUTEK since 2020, contributing to the festival's esteemed reputation.

What are some special events planned to celebrate MUTEK's 25th anniversary?

MUTEK has been promoting electronic music and digital arts for 25 years. Its uniqueness lies in the predominantly live musical performances (as opposed to DJ sets). MUTEK's strength is in offering exclusive line-ups in North America, setting it apart from other festivals. However, this specificity can be a limitation, as most people do not recognize the names. Fortunately, our audience trusts us.

I remember a Reddit comment about one of our line-ups: "Are these made up names?" But, some of these artists are now performing at more mainstream festivals, for example, Honey Dijon, who played in 2018, just went on a stadium tour, or Overmono, who performed at our 20th edition and was at Osheaga this year.

To celebrate this anniversary edition, we have planned several large-scale international projects for the Experience stage (outdoors and free): Mathew Jonson, Maara, Bored Lord, Piezo, Marie Davidson, Waajeed, James K, Siete Catorce, Virginia, in addition to some artists performing live indoors and doing DJ sets outside.

Regarding digital arts, one of our special projects for this 25th anniversary is the free presentation of 23 works in public spaces for three weeks in the Quartier des spectacles. It's not the first time we've organized an exhibition, but it's the first of this scale. Its little name? Le Village Numérique. 

How has the festival managed to attract such a diverse lineup?

MUTEK aims to be a platform for multiple voices in the electronic music field. Participating in MUTEK can be an exciting moment in artists' careers. On the one hand, because MUTEK is internationally recognized for this genre of music, and on the other hand, because it can open the door to other opportunities, whether for dates in other countries or for artistic collaborations. And finally, everyone wants to come to Montreal!

The programming of our festival is built around several axes. At least 50% of our line-up are Canadian projects; artists from or living in the region (now called Canada). Some come from our “call for projects” launched every November, while others are selected following direct conversations with artists we follow. Those international projects we have been following for a long time, those we have fallen in love with in the past year during our outreach, and those suggested by our international partners (MUTEK is also based in Buenos Aires, Santiago, Mexico City, Tokyo, Barcelona, and Dubai).

MUTEKLIVE261 - Ellxandra

World Premiere at MUTEK Montréal | Édition 23 Play 2 on August 26, 2022

It is no secret that the music industry, and particularly electronic music, is dominated by men. Gender parity is always desired, never achieved, but we are often in the parity zone for performances. Over the past ten years, we made significant changes that are visible in our programming.

Presenting live performances adds an extra difficulty, requiring time to produce music, visuals, and scenography, as well as knowledge and access to instruments and equipment. The luxury of touring remains another obstacle.

For women and those identifying as women, barriers are omnipresent. We participate in the European gender parity program, Keychange. We have hosted several cohorts, whether artists or innovators. We also created the AMPLIFY D.A.I program for women or those identifying as women or non-binary in digital art and electronic music.

This project, set up and funded by the British Council, CAM, CCA, CALQ, Summer Set House Studios, MUTEK Montreal, Buenos Aires, and many other partners, lasted from 2018 to 2023, ending due to lack of funds. Each annual cohort benefited from mentoring, training, and one or two international dates, which helped create a strong and supportive network. Thanks to Patti Schmidt (Programmer from 2008 to 2019) for giving momentum to this movement.

Diversity is a cross-cutting issue, to be considered on stage and behind the scenes. The barriers faced by women are even more pronounced for women and non-binary BIPOC individuals. How can we break down these barriers and create a safe space for these artists to express themselves at MUTEK? Our entire team is aware of this context. We benefit from constructive feedback from our audience, artists, and engaged guests, which allows us to question ourselves and move forward. 

This year, we have the privilege of collaborating with Feminae Nox, a collective that promotes equity for women and BIPOC individuals who are non-binary in music and nightlife. In addition to co-presenting the Nocturne 4 dome, Feminae Nox is organizing a panel at the Forum on Friday titled “Electronic Music is Black Music - Reclaiming and Tracing Electronic Music’s Roots, Present and Future” and a workshop titled “Passion to Profession: Building a Global Brand in the Music Industry.”

Photo Credit: Bruno Destombes (MUTEK 21)

How has MUTEK influenced the local music and arts community in Montréal over the past 25 years?

MUTEK has always been a playground for artists. Many local artists (meaning artists living in Canada) have presented, and continue to present, their first-ever live performances at MUTEK. This requires a great deal of trust in the context (will the production means be efficient? Will the audience be receptive?). It's a risky endeavor. We can never thank them enough for giving us the opportunity to present them at the festival.

During MUTEK week, an entire local and international community gathers in Montreal to celebrate electronic music through performances, panels, conferences, and workshops. This stimulates creativity!

Networking is very important in music, as it can lead to new ideas, collaborations, and most importantly, sharing a collective experience.

In 2020, we launched an initiative to support Canadian artists in developing their careers: MUTEK Market. Each year, we support about twenty artists with training and workshops, and we organize meetings with festival programmers so they can promote themselves. These artists perform at the festival.

This year, we introduced a new initiative, MUTEK Incubator. This program supports 10 artists who wish to professionalize themselves through training and mentorship. Although these artists are not performing at the festival this year, they may well have the opportunity to do so in the near future! 

Eris Drew DJ set | Photo Credit: Frédérique Ménard-Aubin

What are some of your favorite moments from your time with the festival?

I have way too many fond memories of MUTEK. Before working there, it was my favorite festival, both personally and professionally. I'm talking about it in the past tense not because I don't love it anymore, but because I can't enjoy it the same way. Haha.

In the early days of MUTEK, what I loved most (sarcasm intended): there were no lines for the women's restrooms, while there was a long queue for the men! Now, there are lines everywhere, partly because the audience has diversified, but also because the restrooms are no longer gendered.

I used to love going to the AVision program at the Monument National back then. These programs, where performances combine visual scenography and sound, were (and still are) the only ones at the festival with seated places. I could alternately take naps, marvel, not understand anything, and leave wondering what had happened.

Musically : Gangpol & Mit (2007), Underground Resistance (2008), Ricardo Villalobos & ZIP (2009), Ikonika (2010), Emptyset (2011), Jeff Mills (2012), RAMZi (2013), Marie Davidson (2014), Andy Stott (2015), Aïsha devi (2016), Surgeon & Lady Starlight (2018), fuse* presents Dökk (2019) , Being capable of producing shows (2020), Phèdre (2021), Tarta Relena (2022), Deena Abdelwahed (2023)

Can you share some highlights from your time programming MUTEK?

Programming a festival involves dealing with cancellations and travel-related complications: flight delays, missed connections, lost luggage, visa delays... It's ten days of a rollercoaster.

I particularly remember the Thursday night at MTelus in 2022. The lineup included MUE, Marina Herlop, Bendik Giske, SMERZ, and Caterina Barbieri. Marina Herlop was then supposed to go on tour in the United States and needed a visa that was taking a long time to arrive. Her entire team arrived in Montreal in dribs and drabs on the morning of the concert, except for her. She was in transit to Toronto.

Caterina Barbieri | Photo Credit: BRUNODESTOM

We had to modify the soundcheck schedule every hour to allow her to do one. But her flight from Toronto to Montreal was delayed due to a thunderstorm. So we reorganized everything: the venue was already open and the shows had started, but we changed the entire running order. The other artists were very generous and agreed to change their schedules. Finally, Marina arrived in Montreal and at MTelus. The concert took place. It was a very emotional moment for the artists, the programming team, and especially the production team!

From a development perspective, the Keychange and Amplify DAI projects remain among my best memories. These programs aim to promote the place of women, people who identify as women, and non-binary genders in music and digital art. The meetings, discussions, and performances that resulted will remain etched in my memory. I could probably elaborate on this point with many other anecdotes, but we could talk about that around a coffee !

What are you most excited for attendees to experience at this year's edition?

I can't wait to reconnect with the audience and the artists for a week and feel that ultra-creative and effervescent atmosphere that's unique to any festival.

I'm really looking forward to seeing many local artists: G L O W Z I, who is presenting a new live show; ÈBONY, who is releasing an album on the day of their performance; CHXMERAS, West Coast artists who released an album this year titled "Terminal City"; Jacques Greene, who is presenting the premiere of his live set with Nosaj Thing; the new AV live set for the dome by Sinjin Hawke and Zora Jones; Tati au miel's performance, who is also preparing an exhibition for the fall; Dj Hermano and OJPB, who will present "Club Merengue"; CLOUD BODIES, a dance performance designed for the dome; and Liliane Chlela, who will present her new album "Anatomy of a Jerk."

I could spend hours telling you everything I'm looking forward to. I can't wait to see it all, but I have to restrain myself because it's impossible to see everything (we share the events with my colleagues). The image of MUTEK may seem austere, but it's much more fun than you might think.

Do you have any artist recommendations for the audience to check out at the new venue New City Gas?

A stellar lineup in a unique venue, still relatively unknown to our audience. A former factory and EDM temple in Montreal, this place is also a superb concert hall. Last year, the reaction from the public and the NCG was very positive, so we decided to come back with an even more ambitious proposal.

Patrick Watson will present an experimental show, in the same vein as what he proposed in 2020. Kara-Lis Coverdale, whom we have been following for years, and Colin Stetson, a saxophonist with whom we have long wanted to collaborate, will also be part of this program.

Interview: Little Monarch

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Little Monarch is the brainchild of LA-based artist Casey Kalmenson. Recognized for her exceptional songwriting, production, and vocal abilities and blend of indie pop, soul, jazz, and funk, Casey has collaborated with a diverse range of artists, including Daisy The Great, Jessie Ware, Far East Movement, Parra for Cuva and more. 

Little Monarch found viral success as a solo artist with her debut single "No Matter What," which has wracked up over 25 million streams across platforms.

She has seen her work feature prominently in a variety of TV networks and film projects (including ABC, CBS, MTV, and VH1 and popular shows like Grey’s Anatomy, All American: Homecoming and Love Is Blind).

With her sound as a summer sunset, Little Monarch continues to shine in the music industry, resonating with audiences globally. Her more recent single "Same Old" followed Little Monarch's track "Tears" and an extensive tour playing in Gracie Abrams band. The tour included multiple opening act performances for Taylor Swift on the Eras stadium tour. "Tears" combines pieces of soul, jazz, and indie pop to create a sunshine filled sonic reminder to let go of control and find your own place in the flow.  

What's the one thing you hope fans will take away from listening to your new song “Same Old”?

In general, it's always “self confidence” and a renewed sense of self worth. And not giving up. That's always been kind of the pillars of what I write about. Because it's always what I need to hear and what I want to transmit into the world, the messaging of “don't give up, just keep showing up”. You just gotta keep going and things turn around.

What's the most unexpected place/time/space you found inspiration for a song?

I don't think this is unexpected, but it's recent. I was feeling really blocked creatively and I went for a hike. There was this little rock and I thought “that looks like a wonderful rock". I'm gonna sit on it”. And I sat on it and I closed my eyes, did a little meditation and I got this inspiration for a song, came home and started to play it. It was just this feeling that I really wanted to capture and I think that I did. It was just so renewing because I had kind of felt a little bit lost, trying to navigate putting this album together. I was thinking “I really want something, I don't know what I want yet, but I don't know what it feels like”. So, I kind of landed on this when I got quiet and got out in nature. And that always seems to do the trick for me.

What's an important lesson you've learned in your music career?

Ooh, I mean, so many but…don't give up. Just keep going. There's really no “one path”. You can read people's bios. You can study the greats (and you should) but there's no trajectory that you can copycat. So you really just have to be patient and keep showing up for yourself and your own path, which is going to be unique.

What’s a piece of advice for finding creativity on a tough day?

Don't force, it would just show up. Even if it's just 20 minutes of practising or journaling, there's a lot of ways to be creative that doesn't involve sitting down and writing music or producing something. Also, make sure you’re giving yourself a “creative palate cleanser”; get a little bit done, go take a walk. I love to do that - it just clears my head - and then I can come back to something with fresh ears. And also, most importantly, if it's a tough day and you're not feeling it, just don't. You don't have to. You can take a rest and that's just as productive sometimes.

What’s your top tip for people that want to become music producer, singer songwriters etc?

When I wanted to start producing, I was buying some gear (I was you know, figuring it out what I needed) and somebody ironically (amazingly enough) at guitar centre said to me “give yourself seven years and then you'll actually be a producer, you'll be good enough for you to want to hire yourself”. I actually still think about that and think that's kind of true.

You have to give yourself this runway of time to you know, learn the skills and you're always learning. I think, just giving yourself a runway of time and setting yourself up for that, knowing that it could happen overnight or you might want to build something where it has a lot of longevity and you can sustain it - in which case you, you need to set up a support system and figure out a way to really know that it's a 5 to 10 year journey to get to a place where you might deem yourself successful or comfortable or sustained. Just give yourself some time and patience because it's beautiful that you're even showing.

What are some of your favorite songs to wake up to?

This week it's been “Love and Happiness” by Al Green (and just anything by Al Green). I really love to take a morning walk and listen to some (Frédéric) Chopin, it just stimulates my brain, it's beautiful.

Three things you can't live without in your bag.

Aquaphor, sunscreen, earbuds. Pretty pretty standard.

Follow Little Monarch:

▶ Stream: https://ONErpm.lnk.to/-LittleMonarch

▶ Instagram:   / littlemonarchmusic  

▶ Facebook:   / littlemonarch  

▶ Twitter:   / littlemonarchla  

Building An Effective Music Release Timeline

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A successful music release is an orchestrated event that requires planning.

Read our guide to build an effective release timeline, ensuring maximum impact, visibility, and success for your music.

1 - Outline the Pre-Release Phase

Effective music promotion should start months before your release date. While social media efforts can allow you to gain traction, fans will want to know you’ve got new music on the way.

Pre-releases can help build excitement for your new release, increase discovery, and ultimately offer more fan engagement. Discuss tasks like finalizing your album, creating promotional materials, and setting up a pre-save link. This phase sets the tone for what's to come.

2 - Teasers and Countdowns

Engage your audience by introducing teaser content. Whether it's snippets of songs, behind-the-scenes, or countdowns, build excitement and anticipation leading up to the big day.

Here are some examples:

  • Share a short snippet of an upbeat track from your album, creating a mood of excitement and curiosity.

  • Show a brief behind-the-scenes video of the recording process.

  • Share the official tracklist and brief insights into the inspiration behind each song.

  • Share a throwback photo or video related to the making of the album.

3 - Host a Listening Party

Whether it's an intimate in-person gathering or a virtual event on Bandcamp, this strategy offers fans a limited opportunity to savor your entire album before its official release. Consider the following strategic steps:

Choose between an exclusive in-person gathering or an online event. Tailor the format to suit the nature of your music and the preferences of your audience. Encourage attendees to secure their copy, ensuring they are among the first to experience your music. Drive pre-orders directly from the event.

4 - Limited Merchandise Drops

Release exclusive merchandise tied to your new EP/single/album. Limited-edition items can serve as additional incentives for fans to engage and invest in your music.

Here are some examples:

  • Limited edition merchandise that combine your music with custom-designed apparel or artwork.

  • QR-coded merchandise that unlocks exclusive digital content.

  • Exclusive merchandise gain VIP access to e.g. virtual events, behind-the-scenes content, or even a private listening session.

More Strategies to Keep In Mind

  • Host live Q&A sessions on social media platforms.

  • Engage with your audience and answer questions about your new release. If your release features collaborations with other artists, tease these partnerships on social media or through short video snippets. Surprise your fans with occasional unreleased tracks or exclusive remixes of your new works.

  • Consider offering exclusive collectables like hand-signed CDs/vinyl/cassettes.

  • Launch social media challenges centered around your music, encouraging users to create and share content.

  • Encourage fans to share your new music snippets, create user-generated content, or answer trivia questions related to your upcoming release.

  • Identify passionate fans who align with your music. Collaborate with them for exclusive content, giveaways, or sneak peeks.

  • Create a collaborative playlist where fans can add songs they believe complement or relate to your new release.

  • Encourage fans to create and share artwork inspired by your upcoming release.

** Top Strategy Note**

An email list is a valuable asset for any artist, as it allows you to communicate directly with your fans and followers. Use your email list to share exclusive updates, behind-the-scenes stories, and previews of your music.

To build your email list, you need to offer something valuable and relevant to your target audience, such as a free song, a video, or a PDF guide. You can also use social media, your website, or live shows to promote your email opt-in.

Did you know that shesaid.so members have access to exclusive educational content, music business workshops and talks, artist and music executive insights, networking events and more perks?

Gain exclusive insights directly from music industry executives and artists.

Become a member: shesaid.so/membership

5 Ways to Network Better in the Music Business

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shesaid.so at ADE 2019

We often read how important networking is for success. This is true in every industry, but especially in the music business. Knowing powerful people will get you where you want to go in your career, but only If you have the talent and ability to back it up.

Networking is more than just meeting and interacting with new people. It’s about building mutually beneficial professional relationships that last.

Here are 5 simple ways to level up your networking game and make meaningful connections.

1 - Attend Industry Events

Networking events, conferences, and music festivals are goldmines for connections. Prioritize the events that align with your goals, and make an effort to meet new people. Engage in conversations, exchange business cards, and always follow up afterward to strengthen your bonds. Remember, a single encounter can lead to life-changing collaborations!

2 - Seek Collaboration Opportunities

Two heads are better than one, right? Team up on projects, and share skills and strategies. Collaboration not only enhances your creativity but also exposes you to diverse perspectives and industry insiders. Let your collective talent shine brighter together!

3 - Nurture Authentic Relationships

In the music business, authenticity is everything. Build genuine relationships within the communities you are a part of. People will immediately tell if all you want is a favor. Be supportive, offer help, and show appreciation for their work. Remember, a strong network is built on trust and mutual respect.

4 - Leverage Online Platforms

Take advantage of online platforms designed for networking in the music industry. Online communities can connect you with potential collaborators. Create a strong profile and regularly update your portfolio to showcase your growth and achievements. Let the world know what you're good at - some people will take notice and come to you.

5 - Give something before asking for something

This networking tip is also the #1 rule in the #shesaidso community: "Give something before asking for something". When it comes to nurturing relationships, you should always focus on providing value first before expecting others to show up or care about you. Some relationships will take years before they yeld anything back, and that's okay.

BONUS TIP: Persistence Pays Off

Networking isn't always an overnight success story. Stay patient and persistent, as building a strong network takes time and effort.

Keep attending events, engaging on social media, and seeking collaboration opportunities. The more you put yourself out there, the closer you get to your breakthrough moment!

This is a small snapshot from a live workshop hosted for our members and allies earlier this year. shesaid.so NINA members also get exclusive access to these recordings.

Become a member: shesaid.so/membership

5 Questions to 3 Music Industry Execs: Temima Shames, Nikisha Bailey, and Ranya Khoury

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In celebration of Women's History Month, we had the opportunity to speak with three accomplished women in the music business. We asked them five key questions about the industry, their experiences, and their thoughts for the future. Read on to discover their valuable insights and perspectives.

Temima Shames is a rising entertainment executive and entrepreneur with a core focus of innovating around music artists, creators, and influencers through content, brand partnerships, and more. Originally born in Israel and raised in New York, she’s the Founder & CEO of Next Step Talent – a full service management company that specializes in long-term career growth strategy and capitalizing on organic relationships with the individual talent they work with. Temima’s clients span those in comedy, acting, modeling, dance, among others, with an average social following of 10 million across platforms. Songs, records, and projects she’s been a part of have garnered 25 million streams and viral campaigns with more than 1 million recreates. Temima is an advocate for entrepreneurship and aspires to inspire others to take a chance at any age.

Who’s a woman that inspired you growing up?

My cousin always inspired me growing up as she was always spontaneous with traveling and trying new things. We both did gymnastics and always had a love for new experiences. In a family where being spontaneous and adventurous was out of the norm, this is what inspired me to expand my perspectives, think outside the box and fuel my “inner entrepreneur”. 

What would you say are the biggest challenges the music industry is currently facing?

Right now the biggest challenge in the music industry is over saturation and a lack of experimentation, uniqueness. We have seen a shift in focus from albums to singles which means there is a huge loss of development. We are so focused on short term success, that we are losing the storytelling and story building. With this new era of TikTok music, artists are creating songs for virality and less for connection. The music industry needs a reset. It needs something new. A sound that is missing and a shift in focus. TikTok is amazing as it gives opportunities to artists that would never have had a chance before. However, there is a specific sound that the app favors and that limits artists’ creative ability. I’m super excited to see what the next platform will do to level out the playing field. 

What do you see as the future of women in the music industry?

I see women taking their power and making the change to create equality within the music industry. Women are beginning to not take no for an answer and set their boundaries from day 1. We are seeing an increase in the amount of female producers, A&Rs and the amount of men working in marketing or publicity which used to be more female dominated areas of the industry. Women are now playing a role of educating the new generation of men about the inequalities and calling out subconscious behaviors as they occur. Instead of women being the “assistants”, there is an increase in female executives. In order to reach this future, women must educate men instead of creating a divide between each other in business.

Is there a particular project or achievement you’re most proud of?

In short, one of the achievements I am most proud of is the viral moment surrounding Brooklynne Webb’s “My Crown” release as this the first time I saw my entire team ban together to execute an idea. Each person used their different strength and brought it to the table. The execution involved a fully packaged plan with over 6 months of work, but not only that, the whole team pivoted the plan week of to react to what was happening in the comments. It was a game time decision with all hands on deck. The result of this was over 20M+ views and streams across platforms and a moment that showed how important building a strong team is. I’m also super proud of our relationship and talent growth on YouTube. Starting from nearly 0, we now have 3 clients over 1M subs and 5 more about to hit that markWe’ve truly expanded our company relationships across platforms. 


What advice would you give to other women looking to break into the music industry?

Use others' comments,, especially he “I usually think young women don’t have their sh*t together, but you do” one, as your motivation to push through. You only need a few people to believe in you. Be the disruptor and make that change.

Connect with Temima

Instagram –

@temimashames

@nextsteptalent

LinkedIn

Nikisha Bailey is a community-driven entrepreneur, entertainment executive, and philanthropist with a lifelong commitment to music. Professionally, the St. Louis native is General Manager of the Nvak Collective – a next generation record label & artist advocacy collective that embraces web3 to drive change for creators and intellectual property. The two-time Billboard R&B / Hip-Hop Power Player provides creative perspective to the company’s facilitation of A&R, marketing, and label operations across their diverse artist roster. Extending her influence throughout music and culture, she also serves as Vice President for The Recording Academy’s New York Chapter and an Ambassador for the Academy’s Black Music Collective (BMC). On the entrepreneurship front, Nikisha owns and operates Philadelphia's Win Win Coffee Bar – handpicked by Goldman Sachs as a featured vendor at its 10KSB National Summit and adding Nikisha to Forbes’ Next 1000. Prior to the Nvak Collective, Nikisha was the VP / Head of A&R Admin at APG (Artist Partner Group) including additional stints at Atlantic Records and Def Jam Recordings working with acclaimed producers, studios, artists, and more. She now resides in New York and pushes herself to learn, grow, and pay it forward.

Who’s a woman that inspired you growing up?

My mom has always been and continues to be one of my biggest inspirations. As a black woman growing up in Missouri in the 60’s during Jim Crow, I can’t even imagine what she had to go through. She always had such a positive outlook on life and has instilled in me that no matter what your current circumstances in life, through hard work and consistency, anything is possible 

What tangible way(s) can women better support + celebrate each other in the music business?

We can have more open, transparent, REAL conversations. The music industry can be an extremely sugar coated industry where we tend to paint the best picture possible and have the all that glitters in gold mindset. The reality is, that this is far from what it is. Women are consistently undervalued, underpaid and expected to be happy with whatever circumstances are presented to them. When we can start having more REAL conversations as to what we all have experienced, I think that can only strengthen the common bond that we all have for the most part. 

What inspired you to pursue a career in music? I’ve also loved music.

I’m a former musician myself. In college I had to decide whether or not to be a jazz performance major or audio engineer major and I went with audio engineer! The jazz students were a little too intense for me lol. From there I had a professor that told me in order to really make it in the music industry, I had to either be in NY or LA. My professor was able to help me sort out an internship at Sony Studios that was 6 months out, so for those 6 months I worked 3 jobs and saved up $5,000 and left to pursue my dream in the big city with nothing but two suitcases!

Is there a particular project or achievement you’re most proud of?

My biggest achievement in my career was when I started as intern in a new city, a new industry and now work myself up to a GM position. I’ve also been able to establish such a solid network of industry friends and colleagues that are not only there for me in my professional life, but have been able to be such immense resources to me in my journey as a coffee roaster and distributor through my business, Win Win Coffee. 


What advice would you give to other women looking to break into the music industry?

Bet on yourself! Hone in your superpowers and what makes you innately you…and EMBRACE it! What is the one thing that you can do, that nobody does better? It’s the differences that you have experienced in life that bring value to the table. Own that part of who you are all throughout your journey.

Connect with Nikisha:

Instagram – @nikideebee

LinkedIn

Ranya Khoury is a rising executive in the music business with a track record for setting trends and being a first-mover throughout several entrepreneurial endeavors. Today, as the first U.S. hire for global dance label Spinnin’ Records, she is the stateside Streaming Director where she has worked tracks for Alok, Timmy Trumpet, The Chainsmokers, Joel Corry and many more. Prior to Spinnin’, her career has been rooted in digital commerce with previously managing Los Angeles-based DJ Kooze, creating new revenue models for Hits Daily Double as Digital Accounts Manager, and being a part of Universal Music Group’s streaming marketing team.

Who’s a woman that inspired you growing up?

I’ve had so many. I was lucky enough to grow up with a mom who was a complete powerhouse, so I’ve always had the impression that success as women, in whatever field, was possible. Hilary Duff was and still remains a big one for me. Rihanna, for obvious reasons. The list really does go on and on.  

What do you see as the future of women in the music industry?

As we begin to bring more women in leadership roles, our perception of what’s possible will begin to shift into a much more empowered place. Doorways will open for rising industry leaders. Role models will help inspire those looking to pursue a career in music. Companies will become more inclusive from the start. There’s still a long way to go, but we’re moving in the right direction. 

What inspired you to pursue a career in music?

It initially was ignited through my unwavering passion for the music itself, but it wasn’t until my second year of college that I committed to pursuing a career in music. Once I learned that business and creativity coexisted in the space, I began immersing myself in the industry, where I realized how strong my passion for music really was. 

What advice would you give to other women looking to break into the music industry?

Give yourself permission to show up authentically. Don’t try to be one of the boys. Know your worth early on. Speak up. And always lead with passion and curiosity. 

How do you balance personal and professional life as a woman in the music industry?

It’s hard. it’s a practice that I’ll probably always work on deepening. Naturally, my personal and professional life tend to overlap. You meet so many like minded people in the industry, that they quickly become a part of your personal life. Your time spent in professional settings molds into what is typically thought of as personal time (there is no 9-5 in the industry). So, it becomes an act of prioritizing and enhancing any personal time you do get. Sometimes it's carving out time in solitude. Other times, it’s dining out with friends, most likely at Sugarfish or Found Oyster. Whatever and whenever it is, I make sure it's time well spent on things that renew and reground me. 

Connect with Ranya

 Instagram – @ranyakhoury

LinkedIn