|lx music workshop: YouTube Masterclass

YouTube Masterclass with Music Ally

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

Mentoring Session : March 30, 2022 (applicants selected by committee)

All dates will be held from 10:00 to 13:00 CEST 

YouTube Best Practice: YouTube offers a breadth of opportunities to customise videos, drive viewers to other videos on your channel, create playlists, and engage with your community. In this module we will explain the essentials of YouTube strategy and optimisation. Furthermore, with an estimated 70% of all watch time on YouTube being driven by recommendations from YouTube’s algorithm, this module covers all bases for ensuring your YouTube videos and channels are as visible as possible.

YouTube Analytics & Monetisation: YouTube is undoubtedly a key platform for music discovery. Understanding your audience, content performance and how to earn revenue from the platform are therefore essential. This ‘YouTube Analytics & Monetisation’ module serves as a deep dive into how to make sense of YouTube’s new artist-focused analytics platform in order to fuel your channel growth.

We will explain the most important metrics, how they are measured and how they contribute towards your success on YouTube. Impressions, CTR, engagement, audience retention – which are the most important metrics to keep track of and what actionable insights can we retrieve from them? Following the discussion on analytics, we look at the various ways an artist’s YouTube channel can be monetised in order to create a revenue stream from the platform.

We look forward to welcoming you to this workshop series on March 28, 2022!  Music Ally will also be hosting private mentoring sessions on March 30, 2022 (applicants selected by a committee).

More information:


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

Private mentoring sessions to be held on March 30, 2022. More details below.



Am I Eligible to participate?
  • Luxembourgish citizens or residents working in the music sector
What should I expect to learn?
  • YouTube Best Practices
  • Focus on strategy, practical skills and optimisation for this essential platform
  • Analytics and Monetisation
  • Understand your audience, content performance how to earn revenue through YouTube
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
19/04 – Direct-to-fan – Time TBD
23/05 – Short Form Video Masterclass – Time TBD
20/06 – Livestreaming and social commerce – Time TBD