Open Session #3

• The ways music is promoted evolve as quickly as technology and platforms themselves. New media outlets, algorithms, big data, superfans, and communities are reshaping the landscape of publicity. This session explores both traditional PR strategies that remain effective and the latest global trends in digital promotion. Panelists will share how artists and companies can navigate a fast-changing media environment while building sustainable communication strategies for the future.

• Joshua Minsoo Kim is a music and film critic, film programmer, and educator based in Chicago. He has spent the past decade writing about culture at various publications, including Pitchfork, Rolling Stone, NPR, The Wire, Bandcamp Daily, The Chicago Reader, Mubi Notebook, and Cinema Scope. He is the founder and Editor-in-Chief of Tone Glow, which is a publication that highlights avant-garde music and film. He has conducted over 250 longform Q&A interviews over the past five years, and is committed to providing in-depth coverage of artists both big and small.

• Ryan Peterson is the co-founder of Stellar Trigger, a marketing agency specialising in viral and digital marketing in Southeast Asia and Latin America. With broad experience in UGC, influencer activations, and fan engagement, he helps brands and artists penetrate dynamic and fast-growing global markets.

• Zarrin Alam is Digital Strategy Director at Republic Records, leading digital marketing for Casablanca Records’ dance music and Imperial Music’s K-pop roster. She builds innovative, fan-first campaigns connecting artists to global audiences through culture, creativity, and data-driven insight. With 10+ years in digital marketing, she started in live music before earning a Master’s in Global Music Business. At Sony Music, she developed catalog streaming strategies for artists like Hozier.

Open Session #4

• Beyond albums and touring, brand partnerships are becoming a durable revenue stream—and a way to scale awareness and cultural impact. Marketers who have led collaborations across fashion and lifestyle unpack how to translate an artist’s world-building into brand identity and campaign assets with measurable outcomes. The discussion moves past simple endorsements toward co-created culture, covering fit-to-brief, IP and usage, revenue shares, and long-term value for both artists and brands.

• Hongbae Kim oversees Korean marketing for global whiskey brands including Jim Beam and Maker’s Mark, extending beyond classic advertising via experiential pop-ups (e.g., Maker’s Mark “Dokju” Studio/Space) and music-led activations such as Seoul Community Radio × Jim Beam.

• Steph Carter leads culture marketing at Marshall Group—overseeing artist relations, ambassador programs, global partnerships, and education initiatives—to keep Marshall closely connected to music communities worldwide. A guitarist by background, he has built a career at the intersection of music, creativity, and culture.

• Seungjun Lee designs integrated brand–artist activations across live, content, and retail. Recent collaborations include NIKE “BRIDGE THE GAP SEOUL” and creative direction for CADEJO album and campaign projects.

Workshop #2

• Sustainable touring depends on securing the right booking agency and building long-term partnerships. In this workshop, three agents from France, the U.S., and Australia share how they structure international tours and develop artists across different markets. They will discuss selection criteria for artists, regional touring strategies, expansion models, as well as contract structures and revenue sharing. Participants will gain step-by-step insights into how agents and artists connect, collaborate, and grow together.

• Romain Piquerez is a booking agent and promoter with over 12 years of experience across France, Europe, and Canada. He worked in Paris for 6 years in booking, promotion, show production, and PIAS NITES booking/consulting, and in Canada for 5 years as a booking agent and promoter. He is now running his own agency, RP Booking, representing artists such as Last Train, ALIAS, and Bibi Club.

• Merrick, raised in Massachusetts and now based in Los Angeles, is a talent agent at Ground Control Touring with over 20 years of experience. He has worked with artists such as Title Fight, Deafheaven, and Japanese Breakfast, focusing on long-term artist development and building impactful touring careers.

• Adam Montgomery is a Senior Booking Agent at Lonely Lands Agency, based in Melbourne, Australia. He began his career as a musician and spent eight years touring nationally and internationally with the band Calling All Cars, also working as their road manager. In 2015, he transitioned into artist representation at 123 Agency, quickly gaining recognition for signing and developing emerging talent. In 2018, he founded his own company, Four Tone Artists, which expanded rapidly to represent over 40 artists across all genres. As of March 2024, he joined Lonely Lands Agency, which oversees tours for major acts across Australia, New Zealand, and Asia.

Deep Dive #3

• KEXP, one of the most influential independent radio stations and digital platforms in the world, has become more than a live session broadcaster—it is a powerful medium for telling an artist’s story and identity. In this session, broadcast engineering specialist Nel Jee Ae Na shares strategies for using performance videos to expand an artist’s brand and reach global audiences. Through case studies, she highlights the elements that make live content stand out, how artists and production teams collaborate, and why media-driven live content is a gateway to international recognition.

• Nel Jee Ae Na works at KEXP, an independent radio station in Seattle, as a Broadcast Engineering Specialist. She supports the engineering team and assists with media asset management for the Library and Archives. Her work connects technical stability with cultural preservation, ensuring KEXP’s music assets remain accessible and enduring.

Deep Dive #4

• Effective music promotion is more than exposure—it’s about delivering an artist’s individuality and message to the right audience, through the right platform. Sarah Guppy, founder of Melbourne-based PR agency This Much Talent and a global music industry professional with experience in Australia, the UK, and Asia, will share actionable insights for artists at every stage.
  She covers differentiated strategies tailored to each artist, designing impactful campaigns on limited budgets, and building connections with global media and music communities. Participants will leave with practical tools they can apply immediately.

• Sarah Guppy is a global music industry professional with experience in Australia, the UK, and Asia. She founded the Melbourne office of This Much Talent and has extensive experience in producer, songwriter, and artist management, as well as marketing, PR, radio promotion, and event production. She has curated events at iconic Melbourne venues such as Revolver, Shadow Electric, and Horse Bazaar, and through her own project series Label of Love. In late 2024, she was appointed Global Director of Record Store Day Australia, leading planning, marketing, and social media strategy in collaboration with over 200 stores.