Photo Credit: Sophie Sahara
After years leading marketing for major labels and shaping the careers of platinum-selling artists, Joe Aboud saw a shift happening in digital music promotions—one that called for a different approach. The days of relying solely on streaming playlists and viral moments were giving way to a new reality: artists needed to take control of their fan relationships. That realization led him to launch 444 Sounds, a music consultancy built around sustainable growth strategies for artists, labels, and management teams.
The following was created in collaboration with Industry Talks Network.
“The TikTok ban scare was a wake-up call,” Aboud explains. “A lot of artists and labels realized just how much their strategy depended on one platform. Now, we’re seeing a shift—artists are investing more in direct-to-fan platforms like Discord and Pinpoint, which integrate email and SMS, giving them more control over their audience.”
While short-form content and social media remain critical for discovery, Aboud argues they shouldn’t be the foundation of an artist’s career. “Short-form content gets you seen, but it’s not enough to build longevity. Artists need a strategy that blends discovery with retention—one that turns casual listeners into lifelong fans. Labels and management teams are catching on to this, but the industry still has a long way to go in breaking that old mindset of chasing momentary spikes over long-term audience building.”
At 444 Sounds, he’s putting that philosophy into action. The firm works with both major and independent artists to develop multi-layered marketing strategies that go beyond algorithm-driven engagement. His clients range from independent rising acts to global superstars like Jung Kook, Julia Fox, and Enrique Iglesias, each with distinct approaches tailored to their fanbases.
Aboud’s career is built on bringing long-term thinking to the fast-paced music industry. Before launching 444 Sounds, he led marketing for HITCO, where he worked with SAINt JHN, Jennifer Lopez, and Dixie D’Amelio, and previously oversaw campaigns at Atlantic Records for Anitta, Clean Bandit, Skrillex, and David Guetta. His experience has given him a front-row seat to the industry’s evolution, and he sees a fundamental shift happening.
“Streaming, short-form video, and traditional promo all have their place, but artists who own their fan relationships will be the ones who last,” he says. “At the end of the day, the artists with the strongest careers are the ones who create a space where fans feel connected—not just entertained.”
As digital marketing strategies evolve, the message is clear: artists who invest in owning their fanbase—not just reaching one—will be the ones who build lasting careers.
Content shared from www.digitalmusicnews.com.