We help independent musicians improve the way they promote their music, without having to give away their rights.
Music Marketing Consultancy & Training For Musicians.
WHY WE EXIST
After 10 years spent managing and working with independent musicians, we concluded the traditional approach to music marketing (which focuses on radio, press and live promotion) designed for major label artists in the 80s does not work for unsigned/independent musicians in the ’00s.
Radio spot plays don’t deliver the reach or frequency required to build fame or a fanbase
Press appears on niche, unread music blogs with poor SEO optimisation
Live has limited ability to reach new listeners and convert them into fans at scale
Unlike music PR or radio plugging companies, we don't just jump to promotion, we start by identifying your key challenges and then create a bespoke music marketing plan to address them. We always start by optimising the channels you can control. (social media and websites) before considering the channels, you can’t control. (radio & press).
We borrow from advertising best practices to reach, engage, convert and retarget the audiences most into your music. We create thumb-stopping social content and advertising campaigns to drive your play and follower count.
We positively impact the five key metrics required to convert listeners into fans
Repeat listener rate
We positively disrupt, test, refine and test again. We recognise that just because it's worked before doesn't mean it will work again. The music marketing landscape is always changing and we change with it.
Want to hire us as your music marketing agency.
We are selective about the artists we choose to work with. If we don't love and believe in your music we won't put our heart and soul into it, and that's not good for anyone. We are based in London, UK but work remotely with artists from all genres, all over the world.
We begin every artist relationship with a free consultation. Then based on your needs we build a music marketing plan customised to your needs.
Mark Knight, marketing strategist, new music champion and founder of Major Labl
Hello, I'm Mark.
For the last 20 years, I've provided strategic marketing consultancy for some of the world's biggest brands including evian, Nivea and Vodafone. When I set up Major Labl my aim was to bring proven advertising best practice and marketing theory from the brand world to the band world.
Alongside brand consultancy, I also have over 10 years of experience as an artist manager and new music champion. My work with The Daydream Club was recognised with a nomination for Best Digital Campaign at The Music Ally Awards (the only unsigned artist to be nominated). The band now have over 100m Spotify Streams as an independent artist.
In 2010 I founded Right Chord Music (now ranked 5th by Feedspot in the top 50 indie music blogs) and The Lost On Radio Podcast which has attracted listeners from over 150 countries.
In 2016, I set myself an audacious challenge to find and break an unsigned band in just 10 weeks without using radio or press. The project took me to the main stage in Cannes. The band 'Broken Witt Rebels' are now signed to Universal Music.
In 2020 I launched The Takeover, a summer online music festival and winter online music conference specifically for unsigned and DIY musicians. In its first year, the festival attracted 600,000 viewers and we had Badly Drawn Boy headline.
Over the past 10 years, I've lectured on music marketing at MIDEM, Off The Record and Liverpool Sound City, written for The Guardian, Unsigned Guide, Reverbnation, Music Think Tank and judged the Music Week Awards.
These experiences have shaped the music marketing services Major Labl provides.
I look forward to discovering your music.