Music marketing that actually works.
The music industry is chaos. Your marketing shouldn't be.
I'm El — musician, marketer, and strategist who's worked with major label artists, independents, festival promoters and community arts organizations. I help artists and venues sell tickets, grow real audiences, and build a sustainable business — no endless posting, no chasing playlists, no gatekeepers.
Strategy & Audit
Every artist, venue, concert series, and festival operates differently but the same business strategies apply. I start by auditing your entire ecosystem—where you are now, what's working, what's not, and what your goals actually are. Then I build a customized roadmap to get you where you want to go.
Core Services
Paid Advertising
Meta campaigns that drive ticket sales, merch revenue, list growth, and fan engagement. Every dollar spent is tracked against real outcomes: tickets sold, revenue generated, fans acquired.
Email Marketing
Strategic planning and execution to turn casual fans into repeat customers. Build your list, nurture relationships, drive repeat attendance and purchases.
Tour & Event Marketing
I coordinate ads and email across all your dates to build sustainable touring momentum—maximizing ticket sales, list growth, and return on the massive effort of touring.
Album & Merch Launch Planning
Strategic releases that maximize the impact of your launch.
Work
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The Roots
Worked with The Roots on multi-channel campaign spanning national tour promotion, Roots Picnic Festival, and artist merchandise. Built and managed Meta ads and email marketing, re-designed website, created landing pages, and built lead gen + sales campaigns.
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Bruce Molsky
Planned and implemented full album cycle and tour marketing for Bruce Molsky: website redesign, sales funnel builds, email automations, album release planning/execution, and tour promotion ads.
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Voices in the Heights & Voices on the Hudson
Led end-to-end marketing for Voices in the Heights and Voices on the Hudson community concert series. Managed social media strategy, built Meta sales campaigns, executed email marketing strategy, and coordinated promotion across both events.
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bbno$
Drove merch and tour marketing for bbno$ through integrated campaigns. Built merch drop sales campaigns, email marketing sequences, executed tour marketing across Meta, and developed lead generation automations.
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The Blue Stones
Implemented comprehensive marketing for The Blue Stones across North America and Europe. Designed landing pages, built lead generation and sales campaigns, executed awareness campaigns, built and managed national and international tour marketing campaigns, and implemented email marketing strategy.
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IndieX Agency
Technical specialist for major and independent artists, festivals and production companies. Campaign builds, website design, performance audits, merch sourcing, and full-funnel marketing execution.
I'm a musician and digital marketer helping artists and venues build real, sustainable growth instead of chasing vanity metrics.
As one half of The Whispering Tree, a folk duo based in the Hudson Valley, I built a career the DIY way—earning a #1 album on the folk DJ charts, critical acclaim from major outlets, and profitable tours across the US and Europe. But I also watched the music industry's "strategy" up close, and it's broken.
The traditional approach goes something like this: Spend tens of thousands on an album, throw it on streaming, post constantly on TikTok, hope the algorithm picks you. Chase playlists. Chase vanity metrics. Court gatekeepers. It's disempowering and, frankly, completely ineffective.
That's why I devoted myself to learning real marketing strategy. The kind that works in every other industry—data-driven, results-focused, built on replicatable results. I've spent years working with artists, production companies, venues and festivals to develop strategies that deliver actual return: ticket sales, merch revenue, sustainable fan growth. Not just a nice quote in a magazine.
I'm passionate about helping musicians and arts organizations stop spinning their wheels on vanity metrics and build growth that actually impacts their bottom line.
About Me
Ready to stop guessing and start growing?
Reach out and we'll have a conversation about whether I’m a good fit for your project. No hard sells here!