Introducing Un:hurd: a Self-Service Music Marketing App

There’s a new platform putting artists in the driver’s seat when it comes to marketing.

London-based startup Un:hurd is a self-service app, ready to help artists navigate the world of music marketing.

Un:hurd leverages the power of data to offer a comprehensive range of services, including digital health checks, playlist pitching, marketing strategies, implementation, detailed reports, and digital advertising.

We chatted with Paul Trueman, previously of AWAL, who recently joined the team at Un:hurd as COO to review the app.

Un:hurd's Mission

“Having spent almost 20 years on the frontline of artist marketing campaigns within record labels and artist service companies, I immediately found Un:hurd's mission of truly empowering independent artists with tech solutions very exciting and wanted to be a part of it!” Trueman told us.

Trueman walked us through the app, explaining, “un:hurd is on a mission to transform the future of music marketing and promotion and to empower artists at every stage of their career.”

“We’re doing that by building a scalable tech solution that empowers artists by putting tools into the hands of artists so they are able to grow their audience. Right now, this is in the form of an iOS app which we’re hard at work continually adding new features to and we’ll soon be launching a desktop version.”

“Alongside this, when artists are at a stage of their career where they need a more bespoke approach, we have an agency solution where we build and implement data-led marketing campaigns and strategies for artists.”

Holistic Music Marketing

The app’s services take a holistic approach to music marketing, helping artists to grow in multiple ways.

“We also have the advantage of working across all revenue streams for an artist so we can also focus on growing and developing audiences, helping to sell tickets, merch and more alongside the traditional drive to generate streams and sales,” Trueman explained.

Success Stories

Un:hurd’s approach has already proven successful for artists at varying stages of their careers.

“We’re proud to have worked with Fraser T Smith on his solo project Future Utopia which is building real momentum at the moment,” Trueman shared. “New York-based Ray Bull are a really exciting up-and-coming new band who we partnered with to help translate their TikTok and Instagram audiences to streaming platforms and just secured their first adds to Fresh Finds and Fresh Finds Indie.”

“Historical success stories include working with artists like Ayra Starr and Headie One in the early stages of their career.”

Not Just For Indie Artists

Trueman also explained that the app’s services aren’t limited to independent artists. Un:hurd is also equipped to work with labels.

“Alongside our full service marketing offering, we also offer bespoke services to labels including advertising strategy and booking and playlist promotion. A few key labels we’ve worked with include frtyfve, Marathon Artists and Virgin Records amongst other.” He added.

Playlist Pitching Built on Relationships

Among its other services, Un:hurd is offering playlist pitching to its users. It’s no secret that for some, third-party playlist pitching services have developed a bad reputation. Trueman explained why Un:hurd users can rest assured that their playlist pitches are in good hands.

“We believe that playlist pitching can be a key building block in an artist’s career. In the early stages of an artist’s career, it can be a real struggle to get noticed and onto people’s radar so it's key for artists to reach influential new audiences and build this into a fanbase.”

“Our playlist network has been built by developing and cultivating relationships with the curators so we can maintain a high quality. We also regularly review data to look for any unusual activity or anomalies and remove any accounts that appear not to be genuine,” he said.

Good Data

Here at Promoed, we’re excited by any platform that helps artists and their teams take control of their own data and build their audience. Un:hurd is doing just that. Trueman expanded on how this has positioned the platform thus far.

“Our approach to building useful and impactful tech is really allowing us to stand apart in the marketing field. Our forensic understanding of data really gives us an edge and means we can really deliver for artists, wherever they are in their career and whatever their goals and objectives are!”

We’ll be keeping an eager eye on this promising new platform. We’ll be sure to keep you in the loop with any Un:hurd developments too.

^{Written by Olivia Gliku}

In Other Marketing News

Ticketmaster’s new Cameo-like Partnership: Ticketmaster has a new partnership with HiNOTE, a platform similar to Cameo that offers tailored videos from musicians. The collaboration aims to enhance the concert experience for fans with the first cab off the rank being the upcoming U.S. tour for Wu-Tang Clan and De La Soul.

Ticket buyers will have the option to purchase personalized videos from band members while purchasing their tickets. This feature, prominently displayed on the checkout pages, enables fans to request videos in the same way they would on platforms like Cameo.

The videos come at a price of $199 for Wu-Tang Clan and $100 for De La Soul.

Founder of HiNOTE, Tyler Childs, expressed his enthusiasm, stating, "We believe this partnership will be a real game-changer for touring artists who may not have the time for meet-and-greets before shows. For fans, HiNOTE offers a custom video that they can cherish, share with loved ones, and showcase on social media, which holds far more significance than a quick backstage photo."

💡Insight - Upselling fans at the point of ticket purchase is no easy feat, especially considering the already high costs of tickets and accompanying fees. Typically, the results are lackluster, particularly when dealing with physical products. However, this is a personalized and unique digital offering so it will be interesting to see the uptake on this.

Instagram's Twitter Rival Leaked: Meta, the parent company of Instagram, is rumored to be on the verge of unveiling its own Twitter competitor. As competitors scramble to fill the void being created by Elon Musk's takeover of Twitter, Meta seems to be stepping up to the challenge with a new text-posting app.

The app is said to allow users to make posts of up to 500 characters, complete with links, images, and videos.

What sets this new app apart is its integration with Instagram. Users will have the convenience of signing in with their existing Instagram accounts, allowing them to seamlessly transition to the new platform. With just one click, users can bring along their fans and effortlessly follow the same accounts they already do on Instagram.

The news about this forthcoming app has surfaced through a leaked marketing slide. Sources suggest that the app is set to make its debut in June, providing users with an alternative to Twitter for sharing their thoughts and engaging with others in a text-focused environment.

💡Insight - From Mastodon to Bluesky, there are many apps wanting to go head to head with Twitter at the moment. The true challenge lies in convincing humans to break their existing habits. Let's face it, if you're already immersed in the Twitterverse, it will have to take something truly compelling to entice you to switch platforms and abandon your well-established routines.

Vanishing Act: Cool Accidents, the highly regarded Australian music blog owned by Warner Music Australia, has mysteriously vanished from the internet. This disappearance has left former employees and contributors feeling deeply disappointed and saddened by the loss of many years' worth of valuable content.

Uppy Chatterjee, a respected music journalist and former editor of Cool Accidents, took to Twitter to express her frustration, stating, "As the last editor of Cool Accidents, this is like a hard slap in the face. During my four-year tenure, we proudly showcased countless PoC, LGBTQI+ artists, rising Aussie talents, and conducted amazing interviews and deep dives on international acts. All of this was crafted by talented freelancers who were modestly compensated."

Recently, Warner Music Australia announced the closure of this beloved 12-year-old music publication. In its place they introduced Blare, a new platform that will focus on delivering short-form video content.

💡Insight - We are all adapting to the evolving digital landscape, so the closure of Cool Accidents and the shift towards Blare, whilst sad, doesn’t come as a huge shock. Hopefully it will lead to more exposure for artists. However, it is disappointing to see the previous content taken down when it could have been easily preserved.

Learn

1,000 True Fans: Have you heard of the "1,000 True Fans Theory"? Chances are, you have! It revolves around the concept of identifying and catering to your most devoted fans.

Soundfly has put together a comprehensive breakdown, using Amanda Palmer as a case study, on how to effectively implement this theory.

Their key insights include:

• Establishing trust with your fans.

• Taking ownership of the fan relationship.

• Maintaining close connections with your fans.

ICYMI

Catch up on our recent stories:

• Inside DMA'S Winning UK Album Strategy

• The Marketing of Peach PRC's Chart-Topping EP

• The Secret Sauce of JVKE's TikTok Success

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Lead Writer - Olivia Gliku
Editor and Publisher - Nick Lynagh

Promoed is created and published by Habit Music Pty Ltd.

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