A Q&A with Rose Campbell - Senior Project Manager - Team Lead, SoundCloud

I met Rose in Pioneer Hall at the University of Minnesota my freshman year. We interned together at Universal Music Group and have spent the equivalent of days together driving to see our favorite bands and on cross-country road trips. Rose is a dear friend, but she's also one of the hardest working, smartest and caring people I know. Read on to learn more about her career journey and the tips she wants to share with independent musicians looking to advance their careers.

How did you get started in the music industry?

I started in the music industry in high school by doing street team promotion work for the band Something Corporate and the label Drive-Thru Records. Even as a teenager, I always knew I wanted to work in music, and this seemed like the best way to get started. This work entailed handing out stickers, fliers, and promo CDs after local shows and playing new music for anyone who would listen, including family, classmates, and even strangers at the mall.

As part of the street team, I worked with an Artist Development Representative at Universal Music. During my first semester in college, he helped me get an interview to intern at the Universal Music branch in the Twin Cities, and I was lucky enough to land a position. Throughout college, I interned in various Universal Music departments and at a local record label, a college radio promotions company, and a label services agency. The relationships I gained while interning led me to my first full-time job, which I started after graduating.

Can you give us an overview of your career journey?

I have worked in many industry segments; however, my focus throughout my 15+ year journey has always been building successful marketing campaigns for artists across all genres. I focus on helping artists develop superfans and build long-term careers. 

I currently run the Project Management team for the distribution arm at SoundCloud, overseeing marketing and release strategy for artists and labels. I am also on the music team, working with creators to develop marketing campaigns utilizing SoundCloud's suite of artist tools. 

Most recently, I spent six years as the President of The Spellbound Group, a digital agency for Pop Culture icons. I developed strategic marketing and content production services for top-tier brands and legacy artists like The Doors, Janis Joplin & Otis Redding. Before working at The Spellbound Group, I ran the social media department at Fuse TV, where I led the social team through a successful rebrand. 

I started my career at the label services company Rocket Science before I left to become the co-owner of the boutique digital marketing agency USvsTHEM. At these companies, I ran the digital sales departments, building successful release campaigns incorporating digital sales and marketing, press, social media management, and brand marketing for artists such as Saint Motel, Youngblood Hawke, Angels & Airwaves, Chrissie Hynde, and The Smashing Pumpkins.

What are some of the major trends and shifts you've seen take place in the music industry over the course of your career?

The shift from physical records to digital downloads had already started as I began my career, which eventually led to a focus on streaming. The shift to digital changed how fans consume music while empowering independent artists to build careers on their terms. Artists no longer need a seven-figure record deal to get their music heard by fans worldwide, giving them more power to control their music, publishing, and careers. 

However, while digital has opened the gates for bedroom musicians to have massive success, it has also created a ton of clutter and made it harder to build a faithful fanbase. For example, even if an artist gets added to a few popular playlists, it doesn't mean they can fill a concert venue or sell merchandise.

Artists who succeed in today's environment must develop authentic relationships with fans via digital platforms/social media and IRL experiences. Gone are the days of the mysterious rock star when one press feature could make a career. Today's fans want to be part of the artist's world, not passive bystanders. Artists who include their fans in their career journeys are more likely to thrive and build an army of superfans. The current fan/artist dynamic has created a considerable opportunity for artists to be creative with their brand and marketing and to have fun doing it. 2024 is a fantastic time to be an artist!

You've spent much of your career focused on independent musician marketing - why?

There is no better feeling than helping an artist authentically grow from the ground up and being there every step of the way. I love feeling the energy as momentum builds and watching dreams come true in real time.

What are your top 2-3 pieces of advice for independent musicians looking to advance their careers?

• Develop a relationship with your fans and be genuine in your interactions. Reward fans as frequently as possible: Invite them to be on a guest list or give top fans a sneak peek at a new track. Nurturing fan relationships will forever be worth the time investment. 

• There are a ton of social media platforms, and if you're running your accounts by yourself, be careful about burnout. Running social media can be a full-time job and you also need to leave space to create your art. It's better to lean into one or two platforms and develop your voice and brand there, than try to be everywhere at once. Fans will find you if you are putting out good, authentic content. 

• If you want to sign to a label, don't chase a deal; build a fanbase first. You will not only have better negotiating power, but you will also have a clearer idea of what you need from a label to grow your career even further.