Mike Boyd runs music at VaynerX, Gary Vaynerchuk's ad agency, and one of the artists his team got paid had 300 monthly listeners on Spotify at the time.
In this episode, Mike breaks down why he never looks at an artist's streaming numbers before choosing them, what brands check instead, the multiple handle strategy his team uses to make an artist findable to the right brand, why the followers of an emerging artist are worth MORE to a brand than the followers of a star, what these deals actually pay from four figures to seven, how usage rights and exclusivity work inside the contract, the one-sentence email that gets a reply, and reveals the platform almost no independent artist is using (but should be).
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