Focus on authenticity and genuine connections with fans

19.12.24

Tracy Tchai leverages creativity and data-driven insights to create campaigns that enhance artists' visibility and maintain brand consistency at Mascot Label Group. She develops online marketing strategies, oversees content workflows, and collaborates with influencers to connect artists with fans globally.

At ESNS, Tracy Tchai will be speaking about the role of AI in marketing for the independent music industry. We asked her to share tips on how artists can increase their visibility in today’s world, given the constantly changing algorithms.

In today's world with an ever-changing algorithm, how can artists become visible?

Artists should focus on authenticity and genuine connections with their audience. Start with a clear vision and decide how to showcase it online. Choose the right platforms, content formats, and trends that suit you.

Collaborations and consistent, engaging posts help boost visibility. Stay adaptable, use analytics to refine your approach, and always stay true to your creative vision.

Pick a team, which is more important for global success; focusing on making great songs or being present on socials?

Both are essential for global success, for me personally music always comes first.

Social media is simply the stage to reach the right audience and connect with those who love your music and your vision.

How can artists balance their unique human artistry with AI?

AI can assist with idea generation, technical tasks, or experimentation, but the artist’s human touch—emotion, storytelling, and lived experiences—remains central.

Are there any AI trends that artists should hop on to?

Rather than focusing on a specific trend, I think artists should explore AI and experiment with its possibilities. Get comfortable with the technology and see how it can be used as a tool in your creative process or marketing efforts.

Which artist, session, or moment at ESNS do you think no one should miss?

I'm really looking forward to seeing Heath live – I haven't had the chance to see them yet, but I've only heard great things about the band!

And lastly, why should people buy tickets for the conference?

This is a great chance to connect with industry professionals and gain insights into current trends. In the panel I’ll be joining, we’ll discuss how independent labels and artists can leverage AI and its impact on the future of music production and marketing.

Presented by:
Sat 18 Jan - Kelder - 13:00- 14:00
AI & Marketing voor de Independent Muziekindustrie
Dutch spoken
Simone Van Vugt , Lov3less / Tracy Tchai , Mascot Label Group / Maarten Leopold , Leopold Meijnen Oosterbaan advocaten / Guillaume Warmerdam , LAB Music, MakeWaves.fm, Vokall Records
Go to panel