The Set Up | Marketing and Music9 Maalis 2022

Aretha Franklin Documentary with Tanya Sassi | EP 66

Tanya Sassi is the Global Music Partnerships @ Lightning Agency, leading influencer marketing campaigns for major & indie labels globally. She works with some of the greatest artists of our time, namely Elton John, Shakira, and Aretha Franklin.

Tanya received a master’s in music management and began a career at Sony Music in digital sales. Prior to her role in music partnerships, she lived in Dubai for 4 years, working at Universal Music, managing local relationships with DSPs.

Today, we discuss how Tanya uses influencer marketing on TikTok to keep established artists in the forefront and reach new fans. Including the use of 7 TikTok Influencers for "(You Make Me Feel) Like A Natural Woman" in promotion of Aretha Franklin's Documentary that resulted in 2 MM views and 390 fan created videos.

From Masters to Music

Marketing to Different Markets

Defining Influencer Music Partnerships

Goals & Metrics

Creating a Schedule & Strategy

Identifying the Right Influencers

Budgets for Influencers

TikTok Tricks

If you enjoy the podcast, would you be willing to leave us a 5-star review on Apple podcasts? It takes less than 15 seconds, and it really makes a difference in helping to convince hard-to-get guests and I also love reading the reviews! We love to see what you all think!

For show notes and past guests, please visit thesetupseries.com

Want to meet our guests? Join our community (“Set Up Set List") at thesetupseries.com/community

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