MUSIC MARKETING HACKS

Music Marketing Hacks – Fresh Ideas for Small Budgets A keynote by Mirko Gläser (Uncle M) for Initiative Pop

Mirko Gläser has been an active part of the European music scene for over 25 years. As PR, marketing, and label manager, he has helped shape the careers of artists like Parkway Drive, The Gaslight Anthem, Flogging Molly, Gogol Bordello, the Donots, and Boysetsfire – earning multiple Impala Awards along the way. Since 2011, he has released over 140 albums and EPs on his own label Uncle M, and runs Oh Lumiere Publishing, representing more than 100 songwriters across all genres.

In this keynote, presented as part of Initiative Pop’s Music Business Education Program, Mirko brings that depth of experience directly to artists, managers, and music professionals who need to market smarter – not more expensively.

Join us on a wild 45-minute ride covering these topics, among others:

Big is powerful but small is beautiful — Why authentic indie strategies with personalized nano-influencer campaigns often beat the big, expensive major-label approach.

Fanalytics call-out — Why genuine viral content that actually connects with people outperforms quick-reach « fan » campaigns every time.

Why vintage marketing makes your campaign 3-dimensional — Campground flyers, chalk spray, and guerrilla posters as essential parts of any good META campaign for independent bands.

Human connections — In an age of constant AI bombardment, genuine human connection is what really matters – and how to actually make it happen.

This session is for artists, musicians, managers, bookers, promoters, and everyone else in the music industry navigating real-world constraints – and looking for smarter ways forward.

In collaboration with Initiative Pop.