This interview examines the operational shift in music marketing through the lens of Livia Tortella, founder of Black Box and former Warner Records executive. The discussion contrasts legacy “breaking” methodologies—historically reliant on synchronized radio and soundtrack placement like the *Twilight* franchise—with modern, decentralized digital strategy. Tortella details the specific mechanics of A&R handoffs and the critical role of music supervisors in high-value sync licensing.
The conversation highlights a fundamental restructuring of the artist-label relationship, moving from monolithic control to bespoke service models. As streaming algorithms replace traditional gatekeepers, the value proposition for marketing firms has pivoted toward specialized, data-informed campaigns capable of navigating fragmented global audiences.
Curated by MusicResearch.com from cantgetmuchhigher.com. Read the full article at: The Cutting Edge of Music Marketing: A Conversation with Livia Tortella
