Lecture: Digital Marketing for the Music Industry

Please respect that the discussions in this lecture series are off-the-record, with a no social media policy.

This week’s Rezak lecture provides a unique opportunity to do a deep dive into digital marketing. We have three early-to-mid-career digital marketers, representing various sectors of the business: publishing, artists, live music, etc. We will discuss career paths and initial breaks that led to first jobs; the skills and approaches required for these roles; day-to-day responsibilities and recent or current projects. Are you trying to move the audience or marketing needle on particular projects? Come prepared with questions.

Elizabeth Fanfera: Marketing and Onsale Manager, Live Nation

Elizabeth Fanfera’s lifelong obsession with all things music, art and pop culture inspired her to pursue a career in the music business.

Currently she works as a marketing and onsale manager for a Live Nation department that focuses on luxury, artist branded, destination concerts for Luke Bryan, Phish, Dead & Company and more.

After almost five years she recently left Universal Music Group, where she managed e-commerce marketing and strategy for Island and Def Jam Records. Working on campaigns for Kanye West, Justin Bieber, Shawn Mendes, Alessia Cara, 2 Chainz, Demi Lovato, The Killers, Pusha T, Sean Paul, Skip Marley and many more.

In addition to her full-time job, she is a social media manager and consultant for Cedella Marley, CEO of Bob Marley Group of Companies.

She currently lives in her hometown of Philadelphia with her pomeranian, Beans. In her free time, she enjoys reading, writing, watching films and planning trips with friends.

 

Shauna-Kay Carnegie: Digital Marketing Manager, Primary Wave

As the digital marketing manager for Primary Wave, Shauna-Kay Carnegie strategizes and manages marketing plans for artists’ new music, tours and merchandise. She works directly with artists to create, strategize and grow their online presence. Carnegie is the digital project manager for artists CeeLo Green, Brandy, Paul Anka, Bell Biv DeVoe, Boyz II Men, Salt N Pepa, Whitney Houston Estate, Natalie/Nat King Cole Estates and many more partnering with internal marketing teams and external agencies.

A key component to her job is researching, coordinating and securing influencer relationships to further amplify the brand and campaigns. She also builds and manages new and ongoing relationships with online partners and affiliates including social platforms and emerging startups such as Clubhouse, Tik Tok, Sweet, Lyft, Edible Arrangements, Smule, Genius, Giphy and Twitter.

 

Emma Rogers: Social Media Manager and Audience Development, Primary Wave

A lifelong musician, Emma Rogers’ professional journey is informed by her steadfast commitment to the arts. Currently, she works at Primary Wave Music Publishing as a social media manager, managing and overseeing the online presence of iconic artists such as Whitney Houston, Olivia Newton-John, Melissa Etheridge, The Plain White Ts and Fantasia.

In 2020, Rogers graduated from Bryn Mawr College with a B.A. in music. During her time in school, she explored the performing arts world through internships at The Philadelphia Orchestra, FringeArts and The Sharon L. Morse Performing Arts Center. Her music industry career began at Universal Music Group, where she provided digital marketing and ecommerce support to clients such as Cedella and Skip Marley, Sean Paul, The Killers, Jessie Reyez and The Rock & Roll Hall of Fame. She has also previously worked for Philly PR Girl and Little Worry, a boutique artist management company/record label imprint.

Outside of the office, Rogers writes her own music and performs around New York City under the name lady lychee. She also plays in The Riverside Orchestra percussion section. She has studied formally as a jazz pianist and percussionist. She is also very interested in fashion and film.