Selling to Record Labels: How to Break Through the Noise
- Alec Trachtenberg
- Apr 9
- 2 min read
If you're trying to sell your music tech platform to record labels—major or indie—you're not just up against competition. You're up against inbox chaos, outdated tech stacks, and a lot of “we’re good for now” responses.
Having booked meetings with stakeholders across Universal, AWAL, Red Light, and a wide range of indie labels and marketing agencies, I’ve learned a few things about what works—and what definitely doesn’t.
Here’s how I cut through the noise and get real conversations started.
1. Define Who You’re Actually Selling To
“Record labels” isn’t a persona. Startups often pitch the label without knowing who within the org is the actual decision-maker.
At majors, you're often looking at:
A&R operations
Digital strategy leads
Data and analytics managers
Marketing directors
For indies, it’s usually more fluid—founders or heads of marketing wear multiple hats.
Build distinct personas for each label type and team role. Your pitch should feel tailored to them—not just their company.
2. Personalize Without Wasting Time
Forget long intros. Most execs don’t care where you're from or how much you love vinyl. Start with a quick, relevant opener.
Example:
“Saw that [Label] recently signed [Artist]. Curious if you're exploring ways to streamline how you evaluate or report on artist performance pre-release…”
That tells them: you’ve done your homework, and you might actually solve a problem they care about.
3. Lead with Outcomes, Not Features
Don’t pitch your product. Pitch the outcome.
Instead of saying:
“We built an analytics dashboard for emerging artists.”
Say:
“We help indie labels spot early signals on which artists are most likely to break—before they do.”
Always focus on value.
4. Make Gatekeepers Your Allies
There’s a good chance your first contact isn’t the decision-maker—and that’s fine.
Rather than trying to bulldoze past assistants, coordinators, or junior team members, treat them like the MVPs they are.
They will often advocate for you if:
You’re respectful
You make their job easier (e.g. “happy to send a one-pager they can forward internally”)
You follow up consistently, but not annoyingly
5. Follow Up Like a Pro
Don’t give up after one or two emails. If you're sending helpful, relevant nudges—not spam—you’re adding value.
Additionally, send a quick Loom video or a two-sentence case study that matches their role. You will stand out instantly.
Final Thoughts:
Speak Their Language, Earn Their Trust
Labels get hit up constantly—by artists, agencies, platforms, you name it. If you want a real shot at breaking through, don’t act like a typical sales rep. Act like a partner who gets their world.
Want help refining your outreach to record labels or building a repeatable sales process for music tech?
