SXSW 2020

Activating Your Fanbase Online and Beyond


What was once taboo has evolved into a creative necessity: marketing. The right-brain child of the marketing umbrella, content creation is a continuous stream of brand marketing many artists have embraced to build an identity that is unique to them. How can labels best utilize the tools in front of them to tell their artist’s story tailored to each specific release? What other resources are available and how can labels utilize these to further activate an artist’s fanbase?

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  1. Audience will learn what tools, resources, and functions are available to them and best practices for serving their artist’s fans
  2. What are some examples of good content development that has moved the needle on releases?
  3. How can basic cross-channel branding be a creative and effective way to build a fanbase, engage and monetize on your music?


  • Joanna Noyes, Vice President, Marketing, The Orchard
  • Danny Chang, Director of Partnerships, GIPHY
  • Sophia Dominguez, CEO and Co Founder, SVRF


Michelle Golden, Senior Manager, Brand Marketing, The Orchard

Meta Information:

  • Event: SXSW
  • Format: Panel
  • Track: Creating & Monetizing Music
  • Track 2
  • Level: Advanced

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