Where is digital music promotion going? Who’s shaping its future? And what does success really look like when it works?
The pace of today’s music world is relentless. For emerging artists, it’s like trying to build something lasting on constantly shifting ground. One moment, a song takes off on TikTok; the next, the algorithm moves on, and so does the audience. That kind of volatility is frustrating and draining.
Artists face constant pressure to be everywhere at once, posting, streaming, engaging, and reacting, but the shelf life of attention keeps shrinking. A viral moment might last a day, maybe a week, before everything resets. For artists still finding their voice, this cycle can be disorienting. It’s hard to develop when the system rewards immediacy over depth.
Joe Aboud offers answers, but not in the form of predictions or platitudes. His insights come from closely observing artists, listening to fan responses, and creating systems built to outlast any trend cycle.
After years leading campaigns for names like Skrillex, Jennifer Lopez, and SAINt JHN, Aboud founded 444 Sounds, a consultancy focused less on flash and more on foundation. The firm collaborates with labels, distributors, and artists to develop strategies that don’t depend on virality. It’s drawn attention from Billboard and Variety, but its true impact lies in helping artists build something that lasts.
Aboud’s view of today’s landscape is clear: TikTok may remain the top discovery tool, but it’s fragile. The threat of a ban exposed just how dependent the industry had become. Artists who built their careers on a single platform suddenly had no safety net. That’s why Aboud advocates for direct-to-fan ecosystems. Discord servers, SMS lists, and platforms like Pinpoint. They may not be flashy, but they’re stable, giving artists real control over their narrative and their audience.
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444 Sounds is deeply hands-on. The firm collaborates with artists like JORDY, whose shows feel more like community gatherings than concerts. Fans attend because they feel genuinely seen. That kind of connection grows from patience, clarity, and a clear sense of purpose; it doesn’t depend on an algorithm. The firm also supports artists like ADÉLA and Michaela Jaé, each with distinct voices and audiences.
Aboud’s team helps artists expand without losing what makes them unique. That through line runs across all of 444’s work; collaboration that honors the artist’s identity, strategy that resists empty noise, and a belief that lasting success begins with emotional precision.
Joe Aboud’s résumé is impressive. Atlantic Records, HITCO, Concord Music Group, and more, but 444 Sounds is where his philosophy truly comes into focus.
So, where is digital music promotion going? Toward ownership. Toward community. Toward artists who understand their audience and don’t rely on a trending sound to reach them. That’s the future Aboud is building, one strategy at a time.
Follow Joe Aboud on Instagram and connect with 444 Sounds on their website and Instagram.
Photography Sophie Sahara
