Music Notion

Experience Music Group works at the intersection of licensing, branding, and release strategy. How do you decide which area to emphasize first when working with a new artist, and what does that process typically look like?

Every artist comes to us at a different stage of their journey. Some need immediate clarity around their brand and narrative, while others may have strong branding but no strategy for getting their music heard. We always begin with the artist’s “Why” uncovering the purpose behind their music and the story they want to tell. That becomes the foundation for deciding whether to prioritize branding, licensing, or release strategy. From there, we build a holistic plan that ensures every step connects authentically with fans and creates momentum across platforms.

Barbara Nadas’ placement with the NFL is a huge win. What strategies do you use to identify the right sync opportunities for your artists, and how do you balance exposure with authenticity in those partnerships?

Sync opportunities work best when they align with the artist’s story, sound, and values. We don’t pitch music just to check boxes, we identify placements that amplify the artist’s voice and resonate with the audience on an emotional level. With Barbara Nadas, her song “Soar” was the perfect fit for the NFL Gameday environment because it carried energy, uplift, and resilience. 

Avatari’s performance at Outside Lands and Lahar’s viral streaming success show very different kinds of momentum. How do you tailor your approach depending on whether an artist is aiming for live presence, streaming traction, or sync deals?

Each of these paths requires a unique strategy, but they’re all connected by one thing: storytelling. For Avatari, live performance meant building a narrative around his energy and presence, creating visual assets and press angles that amplified the Outside Lands moment. For Lahar, whose track “Do You Think About Me” went viral in Asia, we leaned into the digital-first momentum by fueling content creation and engaging international content creators. Whether it’s live, streaming, or sync, the strategy always aligns with where the artist has traction and how we can extend that into long-term growth.

You’ve mentioned helping artists refine their narratives. What do you see as the biggest mistakes artists make when telling their story, and how do you guide them toward a stronger brand identity?

The biggest mistake is trying to be everything to everyone. Artists often focus on chasing trends instead of leaning into their unique voice and values. Another mistake is being inconsistent, telling one story online, another in interviews, and another on stage. We help artists simplify and unify their story by starting with their core values and Why. Then, we weave that through every touchpoint, from their bio to their social content, visuals, and live performance so fans connect with a consistent and authentic identity.

With the music industry evolving so rapidly, where do you see the biggest opportunities for independent artists to stand out in the next 2–3 years, and how is EMG positioning itself to help them seize those opportunities?

The next few years are going to be about community-driven growth. Algorithms may change, but building direct relationships with fans through storytelling, email, licensing, and live experiences is timeless. Short-form video and sync licensing will continue to be major gateways for discovery, but the real opportunity lies in converting casual listeners into superfans who support artists long-term. At EMG, we’re positioning ourselves as partners who don’t just help artists market their music.  We help them build sustainable ecosystems around their art. From licensing and branding to release strategies and partnerships, we’re here to guide artists in creating careers that are authentic, resilient, and future-proof.