Joe Aboud On The Future Of Digital Music Promotions
Industry Titan Turned Entrepreneur, Recently Launched Music Consultancy Firm “444 Sounds” with Heavyweight Clients, Speaks About The Uncertain Future of Digital Promotions
After leading some of the music industry’s most prominent marketing and promotions campaigns, industry veteran Joe Aboud has launched 444 Sounds - a leading music consultancy and management firm that oversees strategy and promotion for clients including record labels, distributors, management companies, and artists. 444 Sounds’ official launch was met with industry-wide excitement, earning notoriety in Billboard, Variety, and Deadline. Aboud has since been busy, speaking on a panel at Sound City Liverpool, Music Biz in Nashville, and more.
Joe says of the state of the ever-changing digital promotion world, “Artists are increasingly building niche communities on direct-to-fan platforms like Discord, and newer platforms like Pinpoint that incorporate both email and SMS messaging to fans. While TikTok currently remains available in the U.S., the recent threat of a ban was a wake-up call for many in the industry, exposing just how dependent their business models had become on the platform. As a result, I predict we’ll see more artists shifting away from relying solely on TikTok for growth and instead prioritizing direct connections with their audience. While social media platforms that prioritize short-form content like TikTok and Instagram are great for discovery, it's becoming paramount for artists to build deep relationships with their fans, monetize their audience, and control their narrative without being at the mercy of algorithms. That being said, artists and labels will likely need a multi-pronged approach blending multiple digital ecosystems and owned fan communities to achieve long-term success. At my company 444 Sounds, we combine cutting-edge digital strategy with hands-on artist development to ensure that every client's marketing strategy emphasizes long-term artist success over short-term virality to help talent build sustainable fanbases.”
While it’s always rewarding to see milestones like rising streams or viral moments, the most powerful thing is witnessing the connection he has with his fans in person. At his shows, you can feel this undeniable energy; they’re true safe spaces where fans feel seen and celebrated.
At 444 Sounds, we’re dedicated to not only helping independent artists from marginalized communities shine but also reshaping the music industry to prioritize fearless creativity and meaningful connection. JORDY embodies everything we stand for, and it’s been an honor to support his journey” Aboud says of his work with JORDY.
Aboud is also flexing his marketing muscles with fan-favorites like ADÉLA, Michaela Jaé, and more.
He is followed by a vast resume of previous work with industry titans to provide 444 Sounds’ services to a wide array of artists, both signed and independent. He most recently led marketing and streaming for independent label HITCO, working with artists such as 2x GRAMMY Award-Winner SAINt JHN, Jennifer Lopez, Dixie D’Amelio, and the Dalai Lama (yes, you read that correctly) and managed the acquisition of HITCO under Concord Music Group. While at Atlantic Records, he facilitated marketing plans for GRAMMY-Award winning & nominated projects including Elderbrook and Anitta, as well as multi-platinum artists Clean Bandit, Skrillex, David Guetta, Cash Cash and more.
Credit: Sophie Sahara