Over the last couple of years, independence among artists and labels has been growing a lot and has become very popular.

Lua, Merel and Guillermo dive into this topic together with our guest Yannick Tinbergen, the owner of Haarlem-based musicplatform and independent label Geertruida.

In this episode, we explore how globalization is reshaping the music industry, from streaming and global touring to niche communities and AI-driven innovation.

Joined by Tomas, a music technology and marketing expert with experience at Nettwerk, Warner, Sony, and Stomp NL, we discuss how artists can build sustainable international careers while staying true to their local identity. Discover insights on glocalization, audience growth, and the future of music in an increasingly connected world.

In this podcast episode, we discusse the importance of branding, visual identity, and image management within today’s music industry.

Through our conversation with producer and creative professional Max van Nol, aka Mazan Music, we dive into how artists use storytelling, social media, visuals, and authenticity to build stronger connections with audiences and develop a recognizable artistic identity.

In this episode, we discuss how promotional campaigns in the music industry have evolved from traditional media to digital media.

Together with music marketing professional Thi Nguyen, we talk about the changing role of radio, television, live events, TikTok, streaming platforms, and social media in artist promotion. Drawing from his experiences at Topnotch/Universal and Warner/Atlantic, artist management, and campaigns with artists such as Nelg, SBMG and Kaya Imani, Thi shares insights into what makes a successful music campaign today and how the industry continues to evolve.

Today we are talking with record store owner Raoul from Platypus Records in Amsterdam, about the changes from physical music to digital music and why vinyl music will never disappear.

Merchandise has become a huge part of the music industry, especially for independent artists building their brand and community.

In this episode, we sit down with Mark who is an indie artist with years of experience in the music industry to talk about selling t-shirts, merch culture, and the realities behind making it work as an artist through a casual and honest conversation.

In this episode, we sit down with Noah Smits to talk about social media marketing, influencer partnerships, and what it takes for artists to make a real impact online. From content strategy to working with creators, it’s an open conversation packed with insights, trends, and real-world experiences.

Stijn AKA Nyctonian is a successful hard techno DJ from Utrecht who shares his knowledge about digital marketing and how he uses social media as a tool to market his music.