|lx music workshop: TikTok & Short Form Video

TikTok & Short Form Video Workshop with Music Ally

General Workshop : May 23, 2022 – 4:00p.m. to 7:00p.m. (open to all applicants) 

Mentoring Session : May 25, 2022 – 4:00p.m. to 5:30p.m. (applicants selected by committee) 

Kultur | lx is thrilled to continue working with Music Ally for our industry-focused workshops and training sessions. As a global leader in digital training for the music industry, Music Ally has trained thousands of industry professionals and artists. A knowledge and skills company, it provides insight to indies, publishers, major labels as well as artists and managers globally. Their mission is to help the music industry embrace digital platforms and build sustainable careers for artists across the globe.  

This Short-Form Video workshop from Music Ally will be split into two parts. In the first half, Music Ally will give a presentation on short-form video, a strategy within music marketing that has exploded over the last few years with the rise of platforms such as TikTok, Instagram Reels, YouTube Shorts and Snapchat. In this presentation Music Ally will look at the specifics of each of these platforms and how they compare against TikTok. They will also give practical advice on how artists can best use each platform to engage their audience. They want to equip viewers with an understanding of how these platforms can fit into an artist’s social strategy and help you to make informed decisions about which platforms to focus your efforts on.

The second half of the session will be a panel discussion between Harry Tidswell (Senior Music & Ents Partnerships Manager at Fanbytes), Sam Hong (artist name ‘Hongza’) and Marlen Huellbrock (Head of Marketing at Music Ally). There will be opportunities for Q&A throughout.

We look forward to welcoming you to this workshop series on Monday, May 23rd!  Music Ally will also be hosting private mentoring sessions on Wednesday, May 25th (applicants selected by a committee).

More information:


Monday, May 23 from 4:00p.m. – 7:00pm CEST

Private mentoring sessions to be held on May 25, 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.