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In Episode 107 of the SoundCentric Podcast, we’re joined by marketing strategist and content creator Chad Howell, the mind behind the popular Instagram account @roscoemarketing. Chad brings his deep industry experience—from Sweetgreen to startups to record labels—to dissect some of the most creative and buzzworthy marketing campaigns across the music and entertainment world today.
We dive into the strategic genius behind Anthony Edwards’ Adidas campaign (00:04:15), Doechii’s cinematic “Alligator Bites Never Heal” rollout (00:05:15), and Aminé’s sunny “13 Months of Summer” campaign (00:11:15). Chad breaks down how artists like Tyler, the Creator (00:13:45), J.I.D (00:21:45), and SWAVAY (00:37:20) are innovating world-building and visuals to elevate their art and brand.
From the FOMO-driven tactics of Blvck Svm’s “michelin man” (00:30:30), to the experimental marketing behind Lexa Gates’ “Elite Vessel” (00:26:00), to the calculated moves by up-and-comers like Oblė Reed (00:33:20), we cover the strategies that work—and why.
We also take a deep dive into Bu Vision, the label behind 4Batz and SAILORR (00:38:20), and reflect on the evolving role of artists as content creators (00:42:00). To close, Chad shares his biggest marketing advice for rising musicians (00:49:20).
If you’re into music, branding, or just love smart rollouts—this episode is a masterclass.
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00:00:45 - Intro
00:02:35 - Chad’s professional marketing background ranging from Sweet Green to startups to record labels
00:04:15 - Anthony Edwards Adidas campaign
00:05:15 - Doechii’s “Alligator Bites Never Heal” album rollout breakdown
00:11:15 - Aminé “13 Months of Summer” album rollout breakdown
00:13:45 - Tyler, the Creator’s world building, marketing, and album rollouts breakdown
00:21:45 - J.I.D starts rollout for “God Does Like Ugly” 3 months early. Is that too long?
00:26:00 - Lexa Gates glass box “Elite Vessel” rollout and marketing
00:30:30 - Blvck Svm and his fine dining rollout for his album “michelin man”
00:32:10 - The power of FOMO in marketing
00:33:20 - Oblė Reed and his terrific marketing
00:37:20 - SWAVAY and his amazing visuals for album “Billy 2”
00:38:20 - Bu Vision: a deep dive into the record label behind 4Batz, Ian, and SAILORR and the importance of creating an image as an artist
00:42:00 - Are artists forced to be content creators today and the downsides to being a mysterious artist
00:49:20 - Our biggest marketing advice for rising artists
00:54:00 - Closing thoughts
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00:00:45 - Intro
00:01:30 - Intro to West Coast vs Joey Bada$$ beef
00:03:30 - How Pusha T changed what we expect from a rap beef
00:05:30 - Red Bull Freestyle with Big Sean, Ab-Soul, & Joey Bada$$
00:08:20 - Ray Vaughn drops “Hoe Era” and its California vibes
Joey drops “The Finals”
00:12:00 - What other appers we’d like to see enter the beef
00:14:50 - Joey drops “The Finals”
00:16:50 - Reminiscing on the Drake and Kendrick Lamar beef and having an East Coast bias in the beef
00:19:20 - AZChike diss
00:22:00 - Daylyt’s first diss
00:26:55 - KayHon joins to breakdown Joey, Ray Vaughn, Daylyt, AZChike and more
00:42:40 - The return of the California hip-hop sounds and the importance of knowing its history
00:46:15 - DJ’s role in hip-hop culture and the recent rise in DJing
00:47:30 - DJ Short’s journey to start Djing
00:49:00 - How djing and remix culture is being watered down by tiktok
00:50:30 - The power of remix culture: DJ Short made a remix for HER and she ended up using it
00:51:30 - The importance of understanding cultures in DJing
00:55:20 - How DJ Short became the DJ for The Estelle Show on Apple Music
00:59:30 - DJ Short’s podcast “Liner Notes”
01:00:10 - Our favorite songs of 2025
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00:00:45 - Intro
00:01:50 - New tape “Ethergrams” dropped
00:03:00 - How prepared should an artist be before they drop/understanding your goals for an album
00:07:00 - How Brain got playlisted with help from his distributor and the importance of playlisting
00:09:20 - The benefit of being your own producer and engineer as an artist
00:12:30 - Mount Rushmore of rapper/producers
00:14:40 - How Brain got connected with Alchemist and their friendship
00:19:20 - Alchemist’s inspiration on the business side of music for artists
00:20:00 - How Brain first started making money off of his music with cassette tapes and utilizing Band Camp
00:25:20 - The power of responding to your fans
00:28:15 - How Brain was able to do a tour overseas and how he even got the idea
00:34:45 - Creating a Patreon for fans and the power of being able to give exclusive content to your biggest fans
00:41:15 - The power of creating a newsletter and importance of collecting emails
00:44:30 - Our favorite albums of 2025 and what we’re most looking forward to
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00:01:00 - Intro
00:01:50 - What made Ralph leave a career in promotion to start a distribution company
00:04:20 - The feeling of finding a new favorite artist
00:06:10 - Why you can’t buy your music into popularity
00:09:00 - How artists should utilize their marketing and how AI can be helpful for organization
00:13:30 - What separates Intercept Music from other distributors utilizing technology
00:16:20 - What does it mean to be independent in 2025
00:21:10 - How can artists make a career off music and make money
00:28:45 - At what point should an artist start thinking about getting a team?
00:34:15 - The best way to get on a playlist
00:36:15 - What is the best type of content to make? Music videos? Short form content?
00:37:00 - How car artist make money outside of streams?
00:39:00 - Where does Ralph see the music industry going
00:41:50 - Closing thoughts
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00:01:00 - intro
00:02:00 - The stigma around video essays
00:03:00 - The issue with current music journalism and their issue with Volksgeist
00:07:30 - the positive sides of written journalism
00:10:00 - The goal of Volksgeist’s videos how he is educating people
00:12:40 - Our thoughts on the Playboi Carti album and its long rollout
00:13:40 - A quick detour about how awesome concerts are
00:16:00 - Back to Carti album talk
00:19:20 - Adams hot take on The Weeknd and Tyler, the Creator
00:24:30 - Our excitement level for A$AP Rocky’s “Don’t Be Dumb” and the issue with its rollout
00:31:40 - Drake and Kendrick one year later and Kendricks hypocrisy
00:39:20 - What Kendrick Lamar and hip-hop has taught us
00:41:00 - Closing thoughts
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00:00:00 - Intro
00:02:00 - Our reaction to Doechii’s grammy win
00:03:15 - Artists we were “early” on (featuring Tommy Richman, Lexa Gates, and Chance the Rapper)
00:07:00 - How Annabelle goes about listening to submissions and how to stand out when submitting
00:10:00 - does Annabelle let view metrics guide her content?
00:11:00 - How That Good Sh*T started
00:14:00 - How Annabelle landed on the branding for TGS
00:16:00 - How Annabelle built her TGS team
00:19:50 - Anabelle’s research process for interviews
00:21:40 - Our Mount Rushmore of interviewed
00:25:00 - Tips for interviewing
00:27:00 - How Annabelle deals with impostor syndrome
00:31:10 - how Annabelle deals with hate
00:35:00 - How Annabelle got into DJing
00:39:00 - opening for Doechii and Teezo touchdown
00:41:00 - Our favorite concerts ever
00:45:00 - Favorite music region right now
00:47:00 - A message to people who say hiphop is dying
00:49:00 - Closing thoughts
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00:0:00 - Intro
00:03:00 - Grammys Intro
00:06:35 - The Grammys were… great?
00:08:30 - Kanye’s wife arrives naked and announces new album
00:10:30 - Kendrick sweeps Grammys wins 5 awards
00:12:30 - Is Drake going R&B a good move for his return?
00:17:40 - Doechii wins Rap Album of the Year
00:20:30 - TDE is the San Antonio Spurs of hip-hop
00:24:00 - Best debut rap albums
00:26:00 - beyonce wins her first grammy
00:28:30 - Are the Grammys anti-drake?
00:34:00 - Anderson Paak and Rapsody win awards
00:35:00 - YK drops new album "Dusta Da Vinci
00:37:50 - How YK thought of plan to drop an album every month
00:39:00 - Production on the album
00:41:00 - How to balance mastering your craft while still releasing music
00:47:40 - Making music is supposed to be fun
00:51:00 - Artists who have switched their rap names
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00:00:00 - Intro
00:02:00 - Celebrating the 100th episode of the podcast
00:04:00 - Reflecting on hip-hop’s 2024
00:04:40 - Drake had a rough 2024
00:08:40 - Recapping Kendrick’s year
00:09:20 - J. Cole had a weird year, but kind of great?
00:10:15 - Dru’s top 5 albums of the year
00:!3:45 - Stix’s top 5 albums of the year
00:16:15 - Stix favorite beat from this year
00:18:00 - Adam didn’t like Tyler, the Creator’s “Chromokopia”
00:19:40 - Adam’s top 5 albums of the year
00:28:00 - Dru’s top 5 songs of the year
00:30:30 - Stix’s top 5 songs of the year
00:34:10 - Adam’s top 5 songs of the year
00:38:30 - The best verse of 2024
00:41:40 - The best lyric of 2024
00:44:10 - Reflecting on Dru and Stix’s album “Aileen”
00:50:25 - Dru’s new music coming
00:55:45 - How dru and stix handle musical debates
00:57:00 - Our goals for 2024
01:01:00 - Closing thoughts
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00:00:00 - intro
00:02:20 - 2024’s spotify wrapped
00:03:45 - new artists from 2024 we going
00:05:40 - do we read the concert tracklists before the show
00:07:15 - 2024 is the year of surprise drops (Smino, J. Cole, Kendrick)
00:09:45 - ranking mac miller’s discography
00:13:30 - How Danny got his start shooting photography
00:18:15 - How Cole Bennett and Lyrical Lemonade inspired Danny
00:19:45 - do you need expensive cameras or lenses to be a great photographer
00:21:15 - How Danny concert photography started with a 50/50 chance at a JUICE WRLD show
00:25:30 - How a random run in led to shooting for Chance the Rapper
00:27:45 - How Danny linked with DJ Drama
00:29:15 - Doing unpaid work to climb up the ranks
00:31:15 - how one moment can change trajectory of your life
00:33:00 - Do artists reach out to Danny after he shoots their shows
00:33:45 - How Danny’s photography went from side gig to a career
00:38:00 - Getting to shoot at Summer Smash
00:40:00 Mount Rushmore of performers
00:43:00 - how artist can enhance their live performance
00:44:15 - Danny goes viral with Kendrick Lamar GNX inspired design
00:46:15 - Mount Rushmore of album covers
00:49:00 - Mac Miller has the best artist merchandise and a hot take on artist merchandise
00:52:00 - Closing thoughts
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00:00:00 - Intro
00:01:00 - Reaction to Kendrick Lamar dropping new album
00:03:00 - How artists like Kendrick and Tyler the Creator make the world stop when the release
00:04:45 - Artists making albums with streams in mind
00:05:45 - What will be the catalyst of the next hip-hop explosion
00:09:00 - The difference between J. Cole, Drake, and Kendrick
00:11:20 - How Kolo began finding samples from around the world
00:13:50 - How Kolo went from hiding his music dreams to posting for thousands on that internet
00:16:45 - How we deal with impostor syndrome
00:22:20 - Who has the best rap voice of all time
00:25:00 - How Kolo came to make a song with Idris Elba 00:31:15 - Why Kolo tries to keep his private life private in his music
00:33:30 - Mount Rushmore of rapper-producers
00:36:30 - Kanye and J. Cole's ability to include their humor and personality in their lyrics
00:42:00 - What it meant for Kolo to have people around the world be on his album discussing what his music means to them
00:43:15 - Does having a worldwide audience in mind effect how Kolo makes music
00:46:30 - What Kolo is listetning to right now featuring T.I & Three 6 Mafia
00:48:20 - Our hopes for J. Cole's The Fall Off
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00:00:00 - Intro
00:01:45 - How it feels to release new album "The Hunger Era"
00:04:00 - What went into dropping an EP versus a full album
00:06:15 - Wanting to make music for all emotions
00:10:00 - What went into making "The Art of Hunger" over 9 months
00:13:45 - How performing helped D2X use his voice
00:15:45 - Improving using metaphors and his writing style with new album
00:17:30 - Rappers with such specific writing styles (Action Bronson and Kendrick)
00:19:00 - The best references from D2X's new album
00:22:00 - Interpolating Kanye's "WOW" freestyle
00:25:20 - How he got Chris Patrick on a record
00:28:10 - Shooting press photos and making song visualizers for the album
00:33:00 - Why D2X decided to rollout this EP for nearly a year
00:37:00 - Artists rushing to drop albums
00:40:40 - Mount Rushmore of Datpiff albums
00:44:00 - Blkswn or Acid Rap
00:46:00 - Acid Rap or Care For Me
00:48:00 - Care For Me or Swimming
00:51:20 - Swimming or Food and Liquor
00:52:20 - Swimming or 2014 Forest Hills Drive
00:56:40 - FHD or Late Registration
00:57:20 - FHD or Be
00:59:20 - Closing thoughts
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Quadry timestamps
00:00:00 - Intro
00:01:30 - The reception to “Ask A Magnolia” one month in
00:03:00 - How Quadry made the intro to the album and how Paris Texas helped make it
00:08:45 - Quadry’s focus on storytelling on this album
00:10:45 - Difference between a great rapper and a good rapper
00:12:45 - Artists who make digestible music with deep messages within them (kendrick Lamar/Andre 3k)
00:16:00. - Kendrick’s “Swimming Pools” having opposite reception from it’s message
00:17:00 - Kendrick Lamar makes the most unique sounding hit songs
00:20:45 - Why Quadry ended his album fading out in the middle of a verse
00:23:45 - Artists albums having a plot twist
00:28:30 - Mount Rushmore of storytelling songs?
00:34:20 - Are artists forced to be content creators?
00:42:30 - Why Quadry made all his music videos short and how they made them
00:46:00 - How Quadry intends this album to be listened to
00:47:15 - Should Lil Wayne be performing at the Super Bowl
00:51:15 - Where Quadry pulls his inspiration from
00:57:00 - Hip-hop makes people more empathetic
01:01:00 - Closing thoughts
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00:00:00 - Intro
00:01:15 - Feelings after "Pumpkin Seeds" release
00:02:35 - Why they decided to make a cohesive album that features transitions versus a collection of "random" songs
00:04:05 - How they decided what songs would make the album
00:06:15 - How you stay in love with a song that you've had for years that you haven't released yet
00:08:45 - Mount Rushmore of producer/artist combo
00:11:45 - Dream producer/artist combos
00:14:35 - Artists who have the best business acumen
00:16:05 - Producer/Rapper buzzwords (what sound tends to get them the most excited)
00:18:05 - Why Jermey makes such vulnerable music
00:20:25 - How they gain motivation to create in moments of losing faith
00:22:25 - How Kirti balances college and making music
00:23:45 - How Jeremy decided he wanted to rap
00:24:30 - An artist's career Jermey and Kiriti would like to emulate
00:28:15 - What they look for in producers and artists that they work with
00:30:40 - How the beats were picked for the album
00:31:40 - The importance of repping Jersey for Jeremy
00:34:30 - Outside interest that they include in their music
00:37:35 - Is rap dying?
00:40:45 - Music we're listening to right now
00:44:15 - Closing thoughts
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00:00:00 - Intro
00:02:10 - The competition in the music industry
00:03:50 - Mental health in the music industry and Taylor's journey with mental health
00:08:30 - The reality of working in the music industry
00:11:20 - How Taylor regains her passion for music when she needs a recharge
00:13:20 - How "Deep Reverence" by Big Sean helped change Taylor's life
00:16:20 - How important it can be to find your community
00:20:20 - Can a genre of music ever really be dead?
00:24:40 - Refraining to speak negative online
00:26:00 - Artists that are the complete package from the music to the business
00:26:50 - Doechii
00:29:00 - Alemeda
00:30:00 - Reneé Rapp
00:31:35 - Novy
00:32:40 - SadBoi
00:32:50 - Chris Patrick
00:33:30 - Love Keys
00:34:10 - Alex Banin and Greek
00:34:30 - Trends we wish that artists wouldn't do
00:45:20 - The privilege of doing what you love
00:47:15 - Closing thoughts
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00:00:30 - Intro
00:04:25 - Our favorite music from the summer
00:05:00 - Kharrabooo leaves Concrete Boys/Best produced album of year
00:07:10 - Not wanting to judge music like an old head
00:09:10 - Starting to understand Yeat and Ian
00:12:00 - The importance of a rapper's voice
00:13:30 - A good music video or cover art can make a song
00:17:20 - Drake releases 100gb of BTS footage and unreleased music
00:24:10 - What will a Drake comeback look like?
00:25:10 - Our thoughts on Sexyy Red and importance of an artists personality
00:28:20 - Artists who should be way bigger than they are featuring Amine, Doechii, and Lexa Gates
00:35:30 - Artists at beginning of their careers should drop more instead of waiting for "perfect" song
00:37:30 - Doechii is next up
00:39:50 - Dru Kelly has a crazy voice
00:40:40 - Artists that haven't clicked for us yet
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00:00:30 - Intro
00:02:00 - the best music of the summer so far
00:03:30 - artists need to bring back rollouts
00:06:30 - Griselda’s disappointing releases
00:08:30 - the difference between artists who we expect to have new sound every album versus who should stay in their lane
00:09:15 - Elsie’s new show off the record on revolt
00:12:00 - How Elsie prepares for her big interviews w schoolboy q and ravyn lenae
00:15:30 are superstars made or born
00:19:45 - artists let fans dictate their careers too much
00:20:10 can rap mimic rock and roll in terms of longevity
00:23:00 older artist that we’d like to see drop a return album
00:25:10 - favorite cult classics albums
00:33:40 - the impotence of album art
00:37:50 closing thoughts
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00:00:00 Intro
00:01:20 - Most historic beat in hip-hop history
00:05:05 - My top 3 albums of the last 5 years
00:10:30 - Artists are teasing their music for too long on TikTok before dropping it
00:15:25 - Most Influential Region in Rap
00:17:50 - The biggest moments in rap so far in 2024
00:22:45 - An album I wish I bought that I passed on
00:23:40 - A collab I want that no one else does
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00:00:00 - Intro
00:01:25 - New music we're listening to
00:02:30 - How much should artists be posting on social media
00:08:10 - Artists whose content we're inspired by featuring Dru Kelly, LaRussle, Nate Joel, and more
00:13:30 - Our thoughts one month post Drake and Kendrick Lamar beef
00:19:10 - Did Drake underestimate Kendrick?
00:21:40 - Was there a double standard for how people reacted to the accusations made against Kendrick?
00:24:20 - Why did Drake do this new awful feature?
00:25:10 - Was J. Cole's Grippy verse over-hated?
00:25:50 - Drafting the best rap album intros ever
00:35:40 -Expectations for new Chance the Rapper album
00:37:50 - Weekly Playlist Title
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00:00:00 - Intro
00:00:20 - D2X Interview
00:07:55 - Gio Genesis Interview
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Podcast: https://www.soundcentricmusic.com
00:00:00 - Intro
00:01:30 - How Nascent experiments with artists to put on one song
00:04:15 - How to not suffer from demo-itis as a artist or producer
00:06:10 - How Nascent discovers new artists to work with
00:09:30 - How Nascent makes an album that features so many different artist but still sticks to the album concept
00:12:30 - Nascent's creative rollout for new album
00:15:00 - Making our dream 3 song EP choosing which artists and producers to pair up on each song
00:19:50 - Chicago's Mount Rushmore
00:21:30 - How Nascent linked with 50 Cent after being left stranded in NYC at 18
00:24:45 - 50 Cent being a mentor
00:26:15 - How Nascent built up his connections in rap
00:28:00 - Chicago has such a unique sound to the city
00:30:30 - the story behind the creation of SZA’s “Good Days”
00:35:00 - the story behind making Kanye’s “Hurricane”
00:37:00 - What happened to Chance and Kanye’s Good Ass Job
00:38:15 - Why “Grown Ass Kid” never dropped
00:39:45 - The making of “Rolling Stone” by Brent Faiyaz
00:42:00 - The making of Jordan Ward’s “FAMJAM4000”
00:44:00- Nascent’s message to artists about the importance of ownership and navigating the music industry
00:46:10 - Closing thoughts
- Visa fler
