The Moxi Group

The Moxi Group We help musicians, entertainment & lifestyle brands generate fans & sales using paid & organic

05/27/2026

You asked. So here we go.

Every week I talk to artists and small business owners who are smart, talented, and completely serious about their careers — but they're stuck. Not because they don't have what it takes. But because they're trying to figure out marketing, content, ads, releases, and fan growth completely on their own, with no real roadmap and no one in their corner who actually knows this industry.

And a full agency retainer just isn't the right fit for everyone. Maybe the timing isn't right. Maybe you want to stay hands-on and just need someone to point you in the right direction. Maybe you've been doing this yourself and you're close — you just need expert eyes on it for an hour to unlock what's not clicking.

So we're opening up something new at Moxi: The Artist Strategy Hour.

One focused, one-on-one hour with me where we get into whatever you're actually working on right now. No generic advice. No cookie-cutter plans. Real, specific, honest strategy built around you and your goals.

Here's what we can dig into together:
🎯 Social media & content — what you should be posting, how often, on which platforms, and why what you're doing now might not be moving the needle
🎯 Paid social ads — whether your ads are set up right, why they might not be converting, and what to change
🎯 New release strategy — how to build actual momentum before, during, and after your drop so it doesn't just disappear into the void
🎯 Tour & live show marketing — how to fill rooms, build local fanbases, and make every show count beyond the night itself
🎯 Fan growth & engagement — how to turn casual listeners into real fans who stick around, show up, and actually support your career

You bring your questions, your frustrations, your "I don't even know where to start." We spend an hour getting into it — and you leave with a clear, actionable plan you can execute yourself.

No retainer. No long-term commitment. No agency contract. Just one hour of focused, music-industry-informed strategy from someone who has spent 30 years in this business and works inside current marketing and advertising every single day.
$297. One hour. A real plan.

This is for the independent artist doing it themselves and ready to do it smarter. For the artist with a release or tour coming up who doesn't want to wing it. For anyone who's ever thought "I just wish I could talk to someone who actually knows what they're doing".

That's what this is.

Spots are limited because it's just me and my calendar is real. If this is speaking to you, don't sit on it.

🔗 Book your Artist Strategy Hour: https://www.themoxigroup.com/calendar

In a world flooded with AI-generated music, Spotify is finally giving real artists a way to stand out. A green checkmark...
05/18/2026

In a world flooded with AI-generated music, Spotify is finally giving real artists a way to stand out. A green checkmark badge is rolling out on profiles and in search so listeners know they're following an actual human.

Here's what you need to qualify:
✅ 10,000+ monthly active listeners AND 1,000+ followers — and they need to be consistent over time, not a one-time spike
✅ A real-world presence — linked socials, tour dates, merch on your profile
✅ Clean standing with Spotify's platform rules

That first requirement is everything. Bot streams, shady playlist placements, and fake followers won't get you there — Spotify is specifically looking for sustained, intentional engagement. If listeners aren't genuinely coming back for your music, the numbers won't count.

Third party playlists can absolutely help you grow toward those thresholds — but only if they're driving real listeners who actually engage. One dedicated fan is worth more than 1,000 passive playlist skips.

AI-persona artists are not eligible, full stop. This badge is Spotify drawing a clear line between real artists and content farms.
Keep releasing consistently, pitch to legitimate playlists with real audiences, and make sure your profile is fully built out. 10k listeners and 1k followers is an achievable goal — and once you hit it, that badge tells every new listener you're the real deal. 🎯

The Boston promotion managers were always in a league of their own… No other city’s promotion teams operated like us… it...
05/14/2026

The Boston promotion managers were always in a league of their own… No other city’s promotion teams operated like us… it started with some of these icons back in the 70’s and continued on as new people came into the job (me in 1999).. This group of music promotion people: Andrew, Paul, Rodney, Mike (& Barbara), Leo ( photographer who documented it all), DeeDee, Kathy, Karen and Lee Anne all worked for some of the biggest labels and artists in the world. It’s truly a testament to US for always making an effort to stay connected… 💖

05/07/2026

When you hop on to Instagram what are you seeing? People talking at you? Everyone using hooks?
Why are we always saying... "lead with a hook"??

Instagram , who’s been on crack this week it seems (if ykyk) is showing its hand..

They updated Reels insights to rank exactly what's driving your views — in order. And the number one factor? Skip rate.
Not likes. Not comments. Not saves.

How fast people swipe away from you.

If you're losing viewers in the first few seconds, the platform stops pushing your content. Period. No second chances, no makeup calls.

This is exactly why every single Moxi content strategy starts with the hook. Not because we made it up — because the platform has been rewarding it all along. Hooks can be clever, creative, interesting and fun. Just try it for 5 mosts and see what happens. Hot Tip: If you are a musician, incorporate your music always... we can explain why in another video....

Here's the full ranking, straight from Instagram:
Skip rate
Share rate
Like rate
Save rate
Repost rate
Comment rate

One more thing — Instagram now supports Reels up to 20 minutes long. Cool, right?
Not so fast.

Anything over 3 minutes gets zero distribution to new audiences. Zero. So unless you've already built a massive, engaged following, long-form is not your move right now.

I always dreamed about writing a book about my life in the music industry.    I still may do it , but for now, I thought...
04/24/2026

I always dreamed about writing a book about my life in the music industry. I still may do it , but for now, I thought it would be fun to just share some very short stories. I’m calling it “Promo Diaries” and I am starting with Bonnie Raitt.

I was so nervous about meeting Bonnie Raitt for the first time. I mean... it’s BONNIE RAITT!!!

It was 2002 and I was a few years into my job at Capitol Records — but Bonnie Raitt was arguably the biggest artist I’d worked with yet. I was working her single “I Can’t Help You Now” off Silver Lining as a radio promotion manager and running the post-show meet & greet at the Merrill Auditorium in Portland, Maine.

Quick Bonnie trivia for context: She is ranked #4 on VH1’s 100 Greatest Women of Rock N Roll, has won 13 Grammy Awards, and has recorded duets with over 100 different artists from Bryan Adams to B.B. King. Oh — and she’d just gotten her Hollywood Walk of Fame star literally ONE MONTH before I met her.

So yeah….. Nervous was an understatement.

I had heard she was intense. She was. She came out before the meet & greet and immediately started firing questions to me about radio...what were the adds, how was the song tracking, what was the local market doing?

No small talk. No warm up. Just business.

Luckily, I knew my stuff. I held my ground, answered every question, and from there — smooth sailing. She was professional, kind and such a badass.

I went on to work with her several more times over the years, including a memorable show at WBOS EarthFest and her Souls Alive tour. She’s a class act. I treasure every moment I had working with her.

** Shout out to my friend Steve nice pictured in the WBOS pic with Bonnie and Lisa Loeb. Steve was the AAA National and was a A+++ Nations and even better human and friend. 💖

03/26/2026

This week in social media:

Instagram is testing clickable links in captions. Not your bio. The actual caption. It's still in beta and only available to Meta Verified accounts right now, but this is a bigger deal than it sounds. Instagram has spent years making it intentionally hard to send people anywhere outside the app — so them even testing this is a real shift. Imagine someone watches your Reel, scrolls to the caption, sees a link to your tickets or your new single, and just taps it. Right there, in the moment. No "head to my bio." No extra steps. That friction between someone vibing with your content and actually doing something about it? This could remove it entirely. Worth watching.

TikTok is now being used as a search engine by 2 in 5 Americans — and Gen Z is choosing it over Google. Which means your captions, your on-screen text, what you actually say in your videos — that's all searchable. Someone in your city could be typing "indie artist like Phoebe Bridgers" or "live music this weekend" and your video could show up. Evergreen content keeps working for you long after you post it.

And Facebook — yes, Facebook — just launched a program paying creators up to $3,000 a month just to post Reels. $1,000/month if you've got 100K+ followers on any platform. $3,000 if you're at 1M+. You don't need exclusive content, you don't need to hit engagement targets — you just need to show up and post. And before you write it off — Facebook is still the biggest social media platform on the planet with 3 billion monthly active users, and it consistently outperforms everywhere else when it comes to actually converting. Tickets. Merch. Getting people to take action. If your audience skews 30 and up, they're probably on there every single day.

“It was filled with love, music, friends and the best job ever!”
03/13/2026

“It was filled with love, music, friends and the best job ever!”

03/12/2026

TikTok just became a music streaming service — kind of.
Apple Music subscribers can now play full songs without leaving the app, and those streams count as paid plays for artists. 🎵

03/11/2026

Booking 200 seat venue is good. Booking 2000 is better. Meta ads can help.

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