Your Release Marketing Strategy Is Outdated: Here's What Works Now | EF EP 98

Want to know why most dance music marketing fails? In this eye-opening conversation, former TikTok UK/EU music marketing lead Dan Roy Carter reveals the insider metrics, hidden paid strategies, and fundamental shifts that are reshaping how music is promoted in 2025.

From his early days working with Avicii and Tiesto to leading TikTok's global music initiatives, Dan has seen the evolution of release strategies from every angle. Now, as founder of Carter Projects and World Go Round, he's helping artists build sustainable careers through strategic marketing and community-first approaches. His candid assessment of dance music as "one of the laziest genres in the world when it comes to marketing" offers a wake-up call for artists still relying on outdated approaches.

Key Takeaways:

• The death of the 6-week teaser campaign and what works instead
• TikTok's hidden "follow-up publish rate" metric and how it drives the algorithm
• Why most "organic" success stories actually involve paid strategies
• The dangers of platform dependency and how to diversify your approach
• Why email marketing remains powerful despite being overlooked
• How to build direct audience relationships that survive platform shifts
• The Shermanology case study: how a rejected track became their biggest hit
• Practical marketing tactics that work at any level without massive budgets

Ready to level up your music career? Join my artist development program on Patreon for exclusive content and direct access to industry expertise: https://patreon.com/oliviamancuso

Don't forget to enter for your chance to win a pass to Chicago Music Nexus 2025!

Here's how to enter:

1. Create a 60-second video explaining your artist brand - your unique sound, target audience, value proposition, and the industry challenge you're tackling in 2025
2. Upload your submission to the Dropbox link by May 9th
3. No need for high production value - just clarity of vision and purpose

The winner will be announced during Episode 100 on May 22nd and will receive a pass to Chicago Music Nexus on November 22nd, 2025!

Follow Dan's journey: @danroycarter

Stop wasting time and money on outdated marketing strategies. Hit play now to learn the release tactics that actually work in 2025.

Connect with me: @oliviamancuso__

Video Editor/Audio Engineer: James Fixx