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Music streaming beyond the phone [TAKEOVER with Amber Horsburgh].

Happy Wednesday! I'm writing this letter from Ibiza, where I'm spending the week at the International
Music streaming beyond the phone [TAKEOVER with Amber Horsburgh].
By Cherie Hu • Issue #32 • View online
Happy Wednesday!
I’m writing this letter from Ibiza, where I’m spending the week at the International Music Summit. I’m moderating a panel tomorrow in collaboration with the Young Guns Network about how young founders are navigating the electronic music industry and challenging traditional business models.
Thank you to everyone who responded to my previous newsletter—tons of interesting ideas around how to redefine engagement in different contexts, what other buzzwords are dying (discovery) and what new buzzwords are gaining new life (retention).
To tackle today’s subject line, I’m trying something different: my first-ever newsletter takeover.
Amber Horsburgh, former SVP of Strategy at Downtown Records, writes an awesome newsletter called Deep Cuts that focuses on highly tactical yet innovative approaches to music marketing. This week, we’re taking over each other’s newsletters to exchange our distinct perspectives on the future of voice—Amber from a marketing angle, me from a higher-level tech angle.
Read on below for Amber’s take, which features a curated list of resources for voice and digital music campaigns at large.

Hi there! Amber Horsburgh here, former SVP of Strategy at Downtown Records (Mura Masa, Miike Snow, Cold War Kids, Chet Faker/Nick Murphy) and now full-time backpacker.
Cherie and I are analyzing the implications of voice interfaces for artists and the music industry, and I’m taking over the excellent Water & Music newsletter to talk about the wicked marketing opportunities that voice presents.
Below, I wrote an extensive guide for marketing department heads to leverage voice to its full potential—including how to approach search, recommendations for content marketing, solving metadata issues, and new audiences to think about.
Read the full guide HERE—which uses the one and only Father John Misty as a guinea pig.
If you want to sink your teeth further into marketing in the voice era, be sure to check out these articles and reports:
  • Moz’s Voice Playbook — a very detailed approach to SEO that goes through conversation-style search behavior, staffing up to design voice campaigns, and more.
  • From Mood Playlists to Metadata — Cherie’s in-depth writeup for Billboard about the biggest opportunities and challenges that voice poses for the music business.
  • BPI market report — Sales forecasts, consumer behavior patterns, and stats galore.
  • Alexa Skill Kit — Amazon’s developer guide to building your own voice campaigns.
If you want to go deeper on music strategy and marketing, sign up for my newsletter, Deep Cuts. Every fortnight, I share a mix of resources, case studies, and marketing research.
Here are the top-read Deep Cuts posts so far:
My (Cherie's!) latest writing
Instagram Strategy: How Artists Can Tailor Their Social Network Efforts
Good reads
Amber provided a ton of great resources above re: voice and digital marketing, but here are a few more pieces that you may find interesting:
American R&B Songwriters Talk Writing K-Pop Hits
Just a quick note that I had such a blast at Music Biz in Nashville last week! I was pleasantly surprised and overwhelmed by the amount of positive feedback after my #NEXTGEN_NOW panel, which featured young powerhouses Anna Weisband, Amber Grimes, Jackie Augustus, Phil Quist and Devin Dawson.
Me, Anna, Amber, Jackie, Phil and Devin!
Me, Anna, Amber, Jackie, Phil and Devin!
We exchanged honest stories and advice about managing across generations, the impossibility of imperfection without rest, how social media breeds both professional and personal complacency and how new entrants into the industry can write their own rules for growth and success. Thanks again to everyone who made me feel so welcome and inspired in a brand-new city. :)
Obligatory potato
There is an actual island in Connecticut called Potato Island, and it’s currently on the market for $4.9 million. The listing features a private, 3,781 sq. ft. mansion that was built circa 1912. If you’re a potato fan, there’s no better way to declare your love—snatch it up before it’s too late!
Did you enjoy this issue?
Cherie Hu


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