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Industry Insider #4
Lance Marwood
September 24, 2025 • Estimated Reading Time: 7 minutes
This is Industry Insider: a weekly 5-minute brief with key news, interviews, advice, smart picks & follows, built for artists and industry folks alike.
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Table of Contents
☝️ ONE BIG THING
Every artist thinks they want to go viral. Millions of views, inbox full of licensing offers, maybe a Good Morning America spot if the stars align. Feels like the dream, right?
Except it’s not.
Virality is just attention without context. If the thing that blows up isn’t tied to who you actually are, it’ll do jack for your career (except maybe lock you into being “that one person who did that one thing.”)
The real mission is being intentional. Making sure what people see connects to the story you actually want to tell.
Viral moments fade.
The world you build around your art is what sticks.
If you want the full playbook on how to not get screwed by your own 15 minutes, scroll down to the Advice section, I’ve linked the article there. Remember gang: don’t go chasing waterfalls.
🗞 INDUSTRY NEWS
 | The Metal Collective online shop has now launched, giving fans access to the latest and greatest in metal with just a single shipping fee. |
 | Noctil, the leading no-code metadata platform for the music and audiovisual industries, has announced the appointment of Fiona Ham as Vice President of Metadata Partnerships. |
💬 INDUSTRY INSIDER INTERVIEW
 | StrmMusic North American CEO Geoff Cubit joins us for an Industry Insider interview to discuss his insights into the industry and its future. |
💯 INDUSTRY ADVICE
 | Going viral might seem like the dream, but if it doesn’t align with your goals, it can derail everything. Here’s why your viral moment needs to make sense for your career—and what to do if it doesn’t. |
🎧 INDUSTRY PODCASTS
President and CEO of POC Media, Inc., Pat O'Connor, joins the heartdea13r Podcast with chr1stoph3r g0nda.
The singer/songwriter Kentucky joins Lance Marwood on MAKE // BREAK to talk about music’s value, artist survival, and the industry.
💘 SUGGESTED FOLLOW
Matt Bacon
 | Matt Bacon dropped out of college at 19, lost his PR job, and somehow turned that disaster into Dropout Media. Since then, he’s worked with everyone from Apocalyptica to JPEGMAFIA to Cannibal Corpse, which is basically the whole algorithm in one roster. His claim to fame is #BaconsBits—one-minute advice rants that mutated into a full-blown content empire: blogs, podcasts, livestream Q&As, you name it. These days, he’s still chomping cigars and running campaigns for everyone from local bands blowing their first ad budget to indie labels plotting world domination. And being one of the four guests on the new podcast, My .4 Cents. |
Discover exactly what’s missing in your promo strategy and which lever will move the needle the most…
🎵 ADD YOUR MUSIC TO OUR PLAYLIST
New single? We’re happy to consider adding your track to one of our obsessively curated Spotify playlists → Just reply to this email with the link…
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