|lx music workshops : Current Music Industry Trends

Current Music Industry Trends with Music Ally

General Workshop : January 31, 2022 (open to all applicants)

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

All dates begin at 10:00am CEST

What were the music industry trends that helped propel artists forward in 2021? Join our next workshop series with Music Ally to find out how you can tap into current trends to improve your streaming growth, reach high-potential markets, and dive into new tech like NFT’s and the Metaverse. You will also get a breakdown of the essential ‘know hows’ regarding how the global modern music business looks and works from an indie artist/label perspective, including an introductory understanding on the key areas of copyright and publishing and how musicians can protect and get paid for their work.

We look forward to welcoming you to this workshop series on January 31, 2022!   Music Ally will also be hosting private mentoring sessions on February 2, 2022 (applicants selected by a committee).

More information:


January 31, 2022 from 10:00 to 13:00 CEST .

Private mentoring sessions to be held on February 2, 2022. 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 three mentors from Music Ally, who will be working in small groups or one-on-one. These 1.5 hour sessions will help you learn more in-depth how to optimise your online assets, improve your social content strategy, release and marketing campaign planning, use of new tools and platforms, and more concrete directions you need most with expert advice on how to focus/realize your real life projects.

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
28/02 – Streaming Masterclass – 10h00 – 13h00
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