“I think, you know, what I mentioned before would really apply, and that’s sit down and really come up with a plan over the next twelve months. What do I want to do? Do I want to release a single every month or maybe it’s a couple of singles leading up to an EP and then actually execute that. And, you know, at the same time, be consistent. You don’t want to be an artist that puts out a few tracks and then, you know, goes away for about four years and tries to come back and do it again, because you’re going to have to really start over. I mean, there’s just too much out there, you know, to consume that, you know, you’re going to lose a lot of your fan base if you don’t engage with them. You have to consistently engage with the fan base, consistently release music and devise a plan, like I said, for each of the platforms so you can gauge and analyze exactly what’s working and what’s not. So the next time you put something out, you know what to do.” – Jesse Flores

This episode is the second half of my conversation with Vice President of Artist and Label Partnerships at Intercept Music Jesse Flores, as we talk about how Intercept Records is balancing AI advances and human creativity, his thoughts on what music genres might take off next, and why rushing to upload your next single might not be the best long-term strategy for building a fan base.

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(00:00) – AI in Music Marketing

Our conversation picks up as Jesse talks about how Intercept is putting AI to use for its clients without undermining its artists. “We definitely support AI when it comes to a marketing tool,” he explains, “[but] content creation, not so much, because we really support human-made content that has some soul put behind it, an actual human behind it.” He also offers his advice to musicians on social media. “You have to consistently engage with their fan base, consistently release music and devise a plan,” he says, “for each of the platforms so you can gauge and analyze exactly what’s working.”

(9:30) – Strategies for Emerging Artists

Jesse tells us where he sees the future of music heading, and whether AI music could someday become a genre of its own. “Talent is a priority,” he says. “You know, you’ve got to have talent if you’re an artist nowadays. I think that’s always been the case since day one. Making music that is timeless, making music that is undeniable… that’s what’s going to keep you in this for the long run.” As our conversation comes to a close, he shares his thoughts on the power of sound, and what artists can do to help set themselves apart from the background noise. “There are different points and moments in your life when you hear a song,” he tells us, “[and] you know what you were doing when you first heard it, or, you know, it brings back memories of this person that you were dating at the time, or where you were or who your friends were. Like, it’s just always going to be there for me.”

Episode Summary

Exploring the benefits and challenges of AI in marketing versus music creation.
Jesse offers his advice on building a music career and engaging with fans.

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