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On our last MAX Track, “Thinking Like a D2C Brand, Pt 1,” we talked about direct to consumer (D2C) brands and the lessons that they offer for all of us, particularly artists. The big idea for D2C brands, as the name implies, is that they go direct to the consumer. They know exactly who their customers are. They[...]

D2C brands have a lot of lessons to offer all of us and particularly music artists, as marketers. First, what are D2C brands? Most people get in their gut what a D2C brand is, but by definition, they are brands that sell and have relationships directly with their consumers. They bypass traditional retail outlets.[...]

We continue our series on breakthrough artists by taking a look at audiences and discussing how, compared to celebrity artists, emerging/breakthrough artists are better suited to target the audiences brands are most interested in reaching. 

Today’s marketers, recognizing that multicultural audiences in the U.S. represent a massive opportunity, are seeking new ways to engage and define those communities. Historically, there’s been two camps.