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Sound Systems

Sound Systems

By: Max Bernstein
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Unlock the secrets to building a thriving, streamlined music business on Sound Systems, hosted by Max Bernstein, Founder of Relationl. Max is on a mission: to help the music industry move beyond spreadsheets and disconnected tools. Having founded a record label, festival, and tech platform himself, Max now designs custom, automated operating systems for music companies featured in Billboard and Rolling Stone. Every episode dives into the day-to-day challenges of music management and operations. Max interviews music moguls and industry executives who are leveraging relational databases and workflow automation to achieve clarity, control, and massive scale. If you're ready to stop wading through manual effort and start running your business with maximum efficiency and transparency, Sound Systems delivers the blueprint.Copyright 2026 Max Bernstein Music
Episodes
  • Building a community of record labels

    Building a community of record labels
    Jun 24 2026
    In this episode of Sound Systems Podcast, Max Bernstein speaks with Chris Herche, a SVP of Music, Operations and Marketing at Create Music Group, about how the company has evolved from a digital rights management platform into a data-driven, community-focused hub for independent music entrepreneurs. Chris shares how Create Music Group supports labels and artists with dashboards, analytics, AI tools, and marketing resources, enabling small operators to compete in a fast-changing music industry.The conversation explores the transformation of the music industry over the last decade, including the rise of streaming, the growing role of independent labels, and the increasing importance of data and automation. Chris also discusses the ways Create fosters collaboration between labels across regions, helps operators navigate complex workflows, and builds a supportive community around shared goals. He explains how AI and no-code tools enhance efficiency without replacing the human creativity that drives the industry.Key Takeaways:How Create Music Group evolved from rights management to a multi-faceted platform supporting independent labels.The growing importance of data dashboards and analytics for frontline label operators.How community and collaboration between labels enable shared growth and creative cross-pollination.The role of AI and automation in improving workflows while preserving human-driven artistry.Strategies for empowering small labels to scale without the resources of major labels.The value of hands-on mentorship and supporting young music entrepreneurs in niche genres.Noteworthy Quotes:“I’ve been helping create tools that help labels gather metadata and work more efficiently.” – Chris Herche“It’s not about what you can get from someone; it’s about what you can bring and how you can add value.” – Chris Herche“You don’t need the same resources as a major label; you need data, cash, marketing, and a great dashboard.” – Chris Herche“Being able to build a community within a distributor is really a beautiful thing.” – Chris Herche“AI and automation can help workflows, but art and creativity are always human-driven.” – Chris Herche“Helping these young entrepreneurs pursue their dreams is the most rewarding part of my work.” – Chris HercheKey Timestamps:00:00 - Introduction to Chris Herche and Create Music Group02:03 - How Create Music Group has evolved over the last four years04:37 - Changes in the music industry: leaner teams, faster A&R, and data-driven decisions09:14 - Creating dashboards and tools for independent labels17:00 - Cross-regional collaboration between labels and operators19:35 - AI, automation, and workflow improvements23:49 - Building community and strategic partnerships within Create26:11 - Supporting young music entrepreneurs and niche genres31:11 - Trends from Music Biz and the role of AI in music operationsFollow Our Guest, Chris Herche:Chris Herche LinkedIn: https://www.linkedin.com/in/chrisherche/Create Music Group Website: https://www.createmusicgroup.com/Create Music Group LinkedIn: https://www.linkedin.com/company/createmusicgroup/Follow the Host, Max Bernstein:LinkedIn: https://www.linkedin.com/in/mberns01/X: https://x.com/relationlcoFollow RELATIONL:Website: https://www.relationl.co/YouTube: https://www.youtube.com/@relationlLinkedIn: https://www.linkedin.com/company/relationl/Instagram: https://www.instagram.com/relationlco/
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    34 mins
  • AI Tools for Non-Technical Founders to Build Million-Dollar Apps Without Coding with Michaela (Mickey) Shiloh

    AI Tools for Non-Technical Founders to Build Million-Dollar Apps Without Coding with Michaela (Mickey) Shiloh
    Jun 3 2026

    In this episode, Max Bernstein sits down with Michaela (Mickey) Shiloh a songwriter, entrepreneur, and founder of HRDRV, to unpack her journey from Grammy-winning songwriter to non-technical music tech founder. Mickey shares how she launched HRDRV (pronounced ‘hard drive’) on Wix in just a few hours, scaled it into a thriving artist community, and eventually rebuilt the platform using AI-powered no-code tools like Lovable and Claude.

    The conversation dives deep into the realities of building software without a technical background, including hiring developers, navigating expensive agency relationships, and learning product design, back-end infrastructure, and security along the way. Mickey explains how modern AI tools have completely transformed her workflow and allowed her to independently build Version 4 of HRDRV.

    Key Takeaways:

    • Why Mickey built HRDRV to connect artists with creative services and sync opportunities
    • How no-code AI tools like Lovable and Claude are changing software development
    • The hard lessons of hiring agencies and managing developers as a non-technical founder
    • Why community is the core reason artists stay on HRDRV
    • How sync licensing can create major career breakthroughs for independent artists
    • Why organic marketing and authenticity outperform expensive growth tactics
    • The reality of “ignore culture” in the music industry and how responsiveness creates trust
    • How artists can use curiosity and everyday problems to spark business ideas

    Key Timestamps:

    00:00 - The road trip that inspired HRDRV

    01:22 - Building the first version using Wix, JotForm, and Trello

    05:29 - Developer horror stories and expensive agency lessons

    17:07 - Discovering Lovable and AI-powered no-code app development

    20:27 - How Lovable and Claude work together to build software

    24:31 - Building apps in a creative flow state

    28:41 - Why technical engineers still matter in AI development

    33:25 - What HRDRV actually does today

    37:26 - Success stories from sync placements and artist growth

    44:45 - The music industry’s “ignore culture” problem

    47:28 - Organic marketing and growing through community

    56:32 - Final thoughts and wrap-up

    Follow Our Guest, Michaela (Mickey) Shiloh:

    • Michaela (Mickey) Shiloh: https://www.linkedin.com/in/michaelashiloh/
    • HRDRV LinkedIn: http://linkedin.com/company/hrdrv/
    • HRDRV Website: https://home.hrdrv.com/

    Follow the Host, Max Bernstein:

    • LinkedIn: https://www.linkedin.com/in/mberns01/
    • X: https://x.com/relationlco

    Follow RELATIONL:

    • Website: https://www.relationl.co/
    • YouTube: https://www.youtube.com/@relationl
    • LinkedIn: https://www.linkedin.com/company/relationl/
    • Instagram: https://www.instagram.com/relationlco/
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    1 hr and 1 min
  • How Indie Artists Are Gaming Spotify Without Getting Banned with Dorian Perron

    How Indie Artists Are Gaming Spotify Without Getting Banned with Dorian Perron
    May 20 2026
    In this episode, Max Bernstein sits down with Dorian Perron, Co-founder of Groover, to break down how artists actually grow on Spotify today through playlists, algorithms, and data-driven strategies.Dorian explains why playlisting has become the dominant form of music promotion, replacing traditional outlets like blogs and radio, and how artists can use it to generate real audience growth. He also talks about the risks of artificial streaming, how to identify fraudulent playlists, and why engagement matters far more than follower count.The conversation also explores how Spotify’s algorithm works behind the scenes, including the importance of early traction, popularity scores, and listener behavior. Dorian shares actionable strategies for artists to maximize campaigns, build momentum across platforms, and avoid common mistakes that can hurt long-term growth.Key TakeawaysWhy playlisting has become the most important driver of music discoveryHow to spot fake playlists and avoid artificial streaming penaltiesWhy engagement matters more than playlist follower countHow Spotify’s algorithm rewards early traction and listener consistencyThe growing role of AI in music creation and its impact on the industryKey Timestamps00:00 - Introduction to the changing landscape of playlisting04:42 - Identifying fraudulent playlists and avoiding artificial streams09:12 - How to create successful independent playlists14:01 - Using social media and ads to build playlist engagement19:58 - Why territories like Brazil and Mexico are critical for growth23:08 - How Spotify’s algorithm works and the importance of early traction28:00 - What genres have the biggest indie playlists?28:54 - The role of digital ads in Groover’s growth strategy30:00 - What people think about AI generated music37:29 - Where to follow Dorian and Groover for more tips and updatesFollow Our Guest, Dorian PerronDorian Perron LinkedIn: https://www.linkedin.com/in/dorian-perron-44102177Groover LinkedIn: https://www.linkedin.com/company/heygroover/ Indeflagration LinkedIn: https://www.linkedin.com/company/indeflagration/ Dorian Perron Instagram: https://www.instagram.com/dorianflagrant/ Groover Music Instagram: https://www.instagram.com/groover.music/ Groover Obsessions Instagram: https://www.instagram.com/grooverobsessions/ Groover Website: https://groover.co/en/ Indeflagration Website: https://indeflagration.fr/ Follow the Host, Max Bernstein:LinkedIn: https://www.linkedin.com/in/mberns01/X: https://x.com/relationlcoFollow RELATIONL:Website: https://www.relationl.co/YouTube: https://www.youtube.com/@relationl LinkedIn: https://www.linkedin.com/company/relationl/Instagram: https://www.instagram.com/relationlco/
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    38 mins
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