Founders of MusicPromoToday Raffi Keuhnelian and Anthony Katz were recently featured on Digital Music News for a thorough analysis of the current shift happening within the music industry. As a leading agency in the music marketing world, MusicPromoToday has based its success on an acute understanding of digital phenomenons, and as both describe it, “digital is the music industry today.”

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A global leader in digital music marketing with offices in Montreal, New York City, and London, MusicPromoToday has helped tens of thousands of artists cut through the noise and get noticed throughout the last decade. 

MusicPromoToday’s approach is structured around the fact that the way people create and consume music is changing with time. Backed up by clear numbers, as “the Recording Industry Association of America’s (RIAA) annual revenue report shows double-digit year-over-year growth between 2017 and 2018, and paid services like Spotify, Apple Music and Tidal commanding 75 percent of the cash flow,” contradicting experts’ predictions who were anticipating a collapse of the music industry back in 2015. 


Connecting artists with Instagram and Tik Tok influencers, running viral YouTube campaigns, and getting the best spots on Spotify and Tidal playlists are some of the key services that helped ensure its clients’ successes. 

However, MusicPromoToday is now focused on the next big trend. According to co-founder Anthony Katz’s Forbes article, the momentum will be around Virtual and Augmented Reality, which represents tomorrow’s technology and holds the potential to achieve massive results.  

“For instance, the late Swedish dance music hitmaker Avicii (real name: Tim Bergling) had his posthumous album, TIM, premiere on Facebook’s Oculus Venues app earlier this year in a 12-hour event where global fans could engage with and experience the record.”

Companies like Wave are also producing live concerts in VR for artists like The Glitch Mob, Imogen Heap, Jean-Michel Jarre, and REZZ, while Coachella hosted its first augmented reality equipped last year at its Sahara Tent. Sam Schoonover, the festival’s first digital innovation manager, says that the technology “will fundamentally change how people interact with music, concerts and each other” and future fans will likely be coming to shows with headsets. EDM artist DJ Marshmello made history earlier this year by having the first-ever in-game concert on Fortnite, connecting with millions of existing and new fans instantly.

Katz tells The Source, “The possibilities with new digital marketing tools like virtual and augmented reality are limitless. While it might seem new and intimidating to labels and talent, we’ve developed our expertise through a harmony of data-driven research and real-life experience helping artists connect with audiences to form authentic relationships.”

MusicPromoToday’s mission is to share its digital music marketing experience to help create the hits of tomorrow, by helping translate new tools like VR and AR into engagement, experiences for fans, and ultimately, emotional connection with the artist.  

Raffi Keuhnelian, the co-founder of MusicPromoToday, told DGM that “virtual and augmented reality is more than a trend — it’s transforming the music industry completely. Fans from opposite sides of the world will soon be able to attend the same ‘event’ and engage with artists and each other meaningfully. This will create a whole new type of social media and influencer.”

As emphasized by Keuhnelian and Katz, the music industry has drastically changed with the implementation of new technologies into processes of content creation and delivery, as well as its contracting and marketing. It is essential for musicians to understand how promotion works in 2019, with a clear transition to virtual. MusicPromoToday is experienced in viral experimental pioneering and hacked the matrix in the digital marketing game. 

What Keuhnelian and Katz do at MusicPromoToday is provide musicians with the latest and most innovative AI technologies, following thorough research to ensure their campaign performances and promotions are executed based on the most recent data. Artists need to be supported by experienced teams of specialists in order to efficiently use the unlimited opportunities of digital marketing and go viral through virtual tools.

In a highly competitive industry, there is big success headed in MusicPromoToday’s way. Just this past year, they won the Manhattan Music Agency of the Year Award, as well as being nominated for it again this year.