|lx music workshop : Streaming Masterclass

Streaming Masterclass with Music Ally

General Workshop : February 28, 2022 (open to all applicants)

Mentoring Session : March 2, 2022 (applicants selected by committee)

All dates begin at 10:00am CEST

How do you optimize your profile on streaming platforms? How can you reach the widest audience and drive engagement across key streaming platforms? Find out in our next workshop with Music Ally to learn how to leverage streaming platforms and build your profile with the analytical tools available in Spotify, Apple Music and YouTube Studio. You’ll also understand the nuances of marketing artists and music on streaming services.

We look forward to welcoming you to this workshop series on February 28, 2022!  Music Ally will also be hosting private mentoring sessions on March 2, 2022 (applicants selected by a committee).

More information:


February 28, 2022 from 10:00 to 13:00 CEST .

Private mentoring sessions to be held on March 2, 2022. More details below.



Am I Eligible to participate?
  • Luxembourgish citizens or residents working in the music sector
What should I expect to learn?

Streaming Optimisation & Analytics
This module covers a range of essential tips and tactics to help artists, labels, managers and their wider teams to optimise their streaming profiles and understand the marketing and analytics tools offered by each platform. These include features that help promote your releases, monetisation opportunities, useful integrations and a dive into the analytics offered by each platform to better understand your audience.
We will look at the different levels of customisation available within the main streaming platforms; look at how to integrate merch and ticketing into them; provide tips for how to build audiences and drive further growth; explore different track highlighting features; and provide an overview of each platform’s strengths

Streaming Marketing
In this module we will explore the nuances of marketing artists and music on streaming services. We will cover what artists, managers and music marketers need to know when trying to achieve streaming success.
We’ll also cover release strategies that are tailored to streaming, as well as pre-save and pre-adds, smart links, tools to build followers on DSPs, on-platform marketing opportunities and how to leverage insights to improve an artist’s growth trajectory on streaming services.
We will also take an in-depth look at playlisting strategies across editorial, algorithmic and third-party playlists. In the final section, we will showcase some inspiring campaign examples of artists using various tools and strategies to make an impact on streaming services.

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.

Save the date!

Upcoming workshops
28/03 – YouTube Masterclass – Time TBD
19/04 – Direct-to-fan – Time TBD
23/05 – Short Form Video Masterclass – Time TBD
20/06 – Livestreaming and social commerce – Time TBD