About this episode

Ari Herstand interviews Joseph Pepin about innovative strategies for artist management and audience building in the music industry.

This week on the New Music Business podcast, Ari sits down with Joseph Pepin, artist manager, producer manager, and founder of a boutique management company that has helped artists like GoldFord build massive audiences while remaining independent. Joseph has spent nearly two decades in the music industry, working across artist management, producer and songwriter representation, touring, marketing, and fan development. His roster includes artists, producers, and songwriters spanning multiple genres, and he's become known for his innovative approach to audience building, fan data collection, and sustainable artist growth. Follow Joseph Pepin: https://pepin.works/ Instagram: https://www.instagram.com/joe_pepin Check out Ari’s Take: https://aristake.com 00:06:14 - Intro & How Goldford Broke Through 00:08:56 - Why Most Artists Fail to Keep Their Viral Fans 00:12:28 - Understanding the Marketing Funnel for Musicians 00:16:09 - Social Media Strategy: Hooks vs. Deep Content 00:19:25 - Building a Fanbase Without Chasing Trends 00:39:42 - The B-Side Touring Model vs. Ticketmaster 00:43:09 - Why Artists Need Emails, Phone Numbers & Fan Data 00:47:20 - Goldford’s Viral Growth…

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