|lx music workshop: Social Commerce, Alternative Platforms & Live-streaming

Social Commerce, Alternative Platforms & Live-streaming with Music Ally 

General Workshop : June 20, 2022 – 4:00p.m. to 7:00p.m. (open to all applicants) 

Mentoring Session : June 22, 2022- 4:00p.m. to 5:30p.m. (applicants selected by committee) 

This final workshop with Music Ally will be split into three sections. The first section will be done by each participant in advance via the Music Ally Learning Hub, focused on Social Commerce (a link to the Learning Hub will be sent to participants in advance). As a $89.4 billion market that is expected to grow to $604.5 billion in the next seven years, marketers need to pay attention to this shift in shopping habits as social commerce capabilities are a key focus for big social and streaming platforms like Facebook, Instagram, Snapchat, YouTube and TikTok, removing friction in the shopping process.

There are numerous reasons as to why this is exciting for the music industry. First and foremost because it allows us to drive more revenue from physical products by meeting our fans where they spend most of their time. Music Ally’s Social Commerce module looks at the various opportunities already available to sell physical and virtual products through your digital channels and explores how artists have been leveraging these creatively. This will be a practical walkthrough of how to enable shopping on Facebook, Instagram, Snapchat and YouTube and will explain all necessary requirements, possibilities and limitations. We’ll also point to upcoming trends so that you are up to speed with what you need to know in order to grow your D2C business on these platforms.

In the second section of the workshop, we dive into Alternative Platforms & Live-streaming. Platforms like Instagram, Facebook and TikTok are used in virtually every artist marketing campaign – but to unlock international or niche audiences, you’ll need to engage with platforms that you may never have used before. 

In this session, Music Ally will teach you everything you need to know to start leveraging some of the most important, non-traditional, digital platforms in your artist marketing campaigns (Discord, Reddit and Twitch). We’ll explain how to engage correctly with unfamiliar – but huge – apps, platforms and audiences. We’ll also briefly cover some key live-streaming platforms like Facebook Live, Instagram Live and YouTube Live to help you connect with your fans globally. 

After the workshop, we will host a panel discussion (about TikTok & Short Form Video, rescheduled from May 23rd) featuring Harry Tidswell (Senior Music & Ents Partnerships Manager at Fanbytes), Sam Hong (artist name ‘Hongza’), and Marlen Huellbrock (Head of Marketing at Music Ally) with opportunities for Q&A throughout the panel.

We look forward to welcoming you to this workshop series on Monday, June 20th!  Music Ally will also be hosting private mentoring sessions on Wednesday, June 22nd (applicants selected by a committee).

More information:


Monday, June 20 from 4:00p.m. – 7:00pm CEST

Private mentoring session to be held on June 22, 2022, from 4:00p.m. – 5:30p.m. CEST. More details below.



Am I Eligible to participate?
  • Luxembourgish citizens or residents working in the music sector
Private Mentoring Sessions

By joining our core marketing workshop, you’ll have the opportunity to work more closely with one of the mentors from Music Ally, who will be working in small groups or one-on-one.

Mentoring sessions are subject to a call for applications. Apply online HERE.

The Music Ally Experts:

Kushal Patel – Head of Training

Kultur lx - Arts council luxembourgWorkshop Kultur lx x MusicallyKushal (or Kush for short) is Music Ally’s Head of Training, responsible for delivering digital strategy workshops and consultancy to record labels, management agencies, industry trade bodies and universities. Kush also works across Music Ally’s marketing services roster and has worked on campaigns for the likes of Hollywood Records, Blue Raincoat Music and Rare Sound.

His past music industry experience ranges from playlist pitching at independent label AntiFragile Music to social media management at music marketing agency Burstimo. His diverse professional background offers him a unique perspective on a range of artist marketing strategies.

Marlen Hüllbrock – Head of Marketing Services

Kultur lx - Arts council luxembourgWorkshop Kultur lx x Musically

Marlen has been working at Music Ally since 2019 and now heads up their Marketing Services department, supporting management and label clients in all things digital marketing. She’s also part of Music Ally’s Training team, where she develops and delivers digital marketing training to a wide range of industry clients. Before joining Music Ally, Marlen worked within Universal Music’s brand partnerships team in Germany and Switzerland and completed an MA in Music Business Management at the University of Westminster.


Patrick Ross – COO

Kultur lx - Arts council luxembourgWorkshop Kultur lx x MusicallyOriginally from Atlanta, GA, Patrick went to Belmont University in Nashville, TN to learn the music business. In 2007 he escaped to the UK, for various reasons he can’t go into, and has been working in the UK music industry ever since. He started out working with indie labels and artists, doing what he called “web presence management”, making dope MySpace pages and being just about the only person with access to Facebook Ads in the UK. (As they only let Americans book them back then.) He served as Head of Digital Marketing for digital distributor AWAL, and eventually VP, Digital Marketing for Kobalt’s Music Recordings and Label Services division.

2018 saw him join Music Ally, where he is now COO, and oversees company operations including digital marketing campaigns and business strategy, as well as training the global music industry. He also lectures at The University of Westminster, Falmouth University.


Harry Tidswell – Fanbytes

Harry Gordon Tidswell is Senior Music & Entertainment Partnerships Manager at Fanbytes – a digital marketing & influencer agency who specialise in capturing the attention of Gen-Z on socials. During Harry’s time at Fanbytes, he has fostered close relationships with many of the biggest labels and music companies across the world, created innovative new ways to reach audiences, and has launched global multi-platform marketing campaigns for artists such as David Bowie, Eminem, Dua Lipa, Stormzy, Ed Sheeran, George Micheal, and many more.

Hongza, Artist

Following the success of his debut EP Gen Z, which saw support from Apple Music Beats 1, Live Nation’s Ones to Watch and Spotify’s Fresh Finds Rock, TikTok influencer and voice of Gen-Zs Hongza returns with the new single ‘Live in Mono (featuring Annabel Allum) Spending his life feeling like an outcast due to his ethnicity, the track is acting as a step towards Hongza supporting people who may be feeling similar to him. With his constant championing of British Asian musicians through his TikTok platform (39K followers), Being rejected by his inner circle has only fuelled his passion for music and desire to follow his dream. Hongza previously fronted shoegaze band DAZE till 2018 sharing stages with the likes of Cassia, Larkins, Judas. Keen to embark on a new chapter, Hongza returns as a solo alternative artist determined to reignite the worlds of indie, pop, and shoegaze.