Photograph Credit score: Sophie Sahara
After years main advertising and marketing for main labels and shaping the careers of platinum-selling artists, Joe Aboud noticed a shift taking place in digital music promotions—one which referred to as for a special strategy. The times of relying solely on streaming playlists and viral moments had been giving option to a brand new actuality: artists wanted to take management of their fan relationships. That realization led him to launch 444 Sounds, a music consultancy constructed round sustainable progress methods for artists, labels, and administration groups.
The next was created in collaboration with Business Talks Community.
“The TikTok ban scare was a wake-up name,” Aboud explains. “A whole lot of artists and labels realized simply how a lot their technique trusted one platform. Now, we’re seeing a shift—artists are investing extra in direct-to-fan platforms like Discord and Pinpoint, which combine e-mail and SMS, giving them extra management over their viewers.”
Whereas short-form content material and social media stay essential for discovery, Aboud argues they shouldn’t be the inspiration of an artist’s profession. “Quick-form content material will get you seen, however it’s not sufficient to construct longevity. Artists want a technique that blends discovery with retention—one which turns informal listeners into lifelong followers. Labels and administration groups are catching on to this, however the business nonetheless has a protracted option to go in breaking that previous mindset of chasing momentary spikes over long-term viewers constructing.”
At 444 Sounds, he’s placing that philosophy into motion. The agency works with each main and unbiased artists to develop multi-layered advertising and marketing methods that transcend algorithm-driven engagement. His shoppers vary from unbiased rising acts to world superstars like Jung Kook, Julia Fox, and Enrique Iglesias, every with distinct approaches tailor-made to their fanbases.
Aboud’s profession is constructed on bringing long-term considering to the fast-paced music business. Earlier than launching 444 Sounds, he led advertising and marketing for HITCO, the place he labored with SAINt JHN, Jennifer Lopez, and Dixie D’Amelio, and beforehand oversaw campaigns at Atlantic Information for Anitta, Clear Bandit, Skrillex, and David Guetta. His expertise has given him a front-row seat to the business’s evolution, and he sees a elementary shift taking place.
“Streaming, short-form video, and conventional promo all have their place, however artists who personal their fan relationships would be the ones who final,” he says. “On the finish of the day, the artists with the strongest careers are those who create an area the place followers really feel linked—not simply entertained.”
As digital advertising and marketing methods evolve, the message is obvious: artists who spend money on proudly owning their fanbase—not simply reaching one—would be the ones who construct lasting careers.
