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Guest Speaker : Music Publicist And Social Media Strategist Eric Alper

In the fast-moving world of marketing, trends come and go, but some strategies stand the test of time. Eric Alper, a renowned music publicist and social media strategist, has built an audience of over two million followers by mastering the art of consistency, audience connection, and platform integration. His journey offers invaluable insights for marketers in any industry, lessons that go far beyond music.

Lesson 1: Keep It Positive, Keep It Relevant

Eric’s earliest days on MySpace set the tone for his brand: avoid the noise of politics and negativity, and focus on content that makes people smile. Even when social media was less regulated and more chaotic, he built trust by posting only the kind of content his audience came to him for: music, giveaways, contests, and stories worth sharing.

For marketers, this is a reminder that brand tone is a choice. Consistency in values and messaging helps followers know exactly what to expect from you. By staying away from divisive topics, Eric made his platforms safe spaces for fans to engage without fear of confrontation.

Lesson 2: Post Everywhere Because Your Audience Is Everywhere

In the early days, Eric followed the traditional advice: post different content on each platform, once per day, following an 80/20 rule (80 percent personal, 20 percent business). But over time, he saw a flaw in that approach. If your audience is passionate about your content, whether it is music, fashion, or tech, they are likely on multiple platforms.

Today, Eric posts the same content across Twitter, Facebook, LinkedIn, Instagram, TikTok, and more, often 60 to 75 times per day. That might sound extreme, but as he points out, the 9 a.m. Monday users are not the same as the 10 p.m. Thursday users. Frequent posting increases the chances of reaching each segment of your audience.

For my own marketing career, this is a nudge to stop overcomplicating platform strategy. Tailor if necessary, but do not be afraid to repurpose strong content across channels to maximize reach.

Lesson 3: Build a Content Engine, Not Just a Feed

One of Eric’s most powerful advantages is his content sourcing system. As a publicist, he receives 1,400 to 2,500 press releases daily, plus countless articles and industry updates. He does not just read them, he uses them as a constant fuel source for social media.

Between 7:00 and 8:30 a.m., Eric plans his entire day’s posts, batching content so there is never a scramble later. This habit grew from one post a day, to hourly, to every 10 to 15 minutes.

In marketing, this reinforces the value of a content pipeline. Whether through press releases, RSS feeds, competitor updates, or audience submissions, having a reliable inflow of material prevents the dreaded “what do I post today?” panic.

Lesson 4: Use Tools That Scale with Your Ambition

Eric started with free tools like Hootsuite but quickly hit scheduling limits (30 posts max). Now, he uses Zoho Social, which integrates 15 platforms and allows unlimited scheduling. This means he can pre-load seasonal content, annual milestones, and recurring campaigns, saving time and ensuring no big date is ever forgotten.

For my own work, this is a clear takeaway: if your content goals are ambitious, free tools may hold you back. Investing in scalable tools is not an expense, it is an enabler of growth.

Lesson 5: Start with Goals, Not Posts

Before posting anything, Eric asks: What is the point of this content? Is it for brand awareness? Follower growth? Fan engagement? Each goal changes the tone, frequency, and style.

This is a trap many marketers fall into, posting because “it’s been a while” rather than with a clear objective. Aligning each post with a larger goal ensures that every piece of content contributes to the brand story.

Lesson 6: Marketing Is a Marathon, Not a Ticket Blitz

As Jennifer, our professor, emphasized during the session, “You need to start building your brand months in advance. Do not just pop up when you have something to sell.” Her approach focuses on long-term relationship building rather than last-minute promotion.

She recommends starting brand and audience engagement as early as eight months before an event. Only about six weeks out should you begin selling tickets and even then, avoid daily sales pushes. Constant sales messaging can cause followers to tune out. Instead, Jennifer encourages marketers to spend most of the timeline delivering value, entertainment, and connection so that when the sales period arrives, the audience is already invested and receptive.

In my career, I will apply this by resisting the urge to “sell” too early or too often. Social media will be a space for nurturing relationships, with sales as the natural result of trust and engagement.

Lesson 7: Separate Social Media from Sales

One of Eric’s most important distinctions is that social media is not the cash register. It is the storefront window, the place where trust and curiosity are built. The actual transaction often happens elsewhere, handled by sales, promotions, or partnerships.

This mindset removes pressure from social media managers to measure success only in sales numbers. Instead, the metric is engagement, awareness, and brand loyalty, factors that make sales possible down the line.

Lesson 8: Engage Beyond the Product

Eric regularly posts content unrelated to any specific event or client, such as “Weird Fact Wednesday,” fun memes, and music trivia. This is not filler. It is a way of keeping his audience entertained and connected during “off” times.

For marketers, this is gold: you are not just selling a product, you are building a community. The more reasons people have to interact with your brand outside of purchase moments, the more loyal they will be when it is time to buy.

Lesson 9: Plan Ahead, Stay Flexible

Eric’s approach balances long-term scheduling for holidays, anniversaries, and recurring events with real-time responsiveness. If something big happens in the industry, he pivots to address it. This adaptability keeps his content both consistent and relevant.

For my own career, this reinforces the importance of having a plan but not being handcuffed to it, leaving space for spontaneous, timely engagement.

Lesson 10: Trust Is the Ultimate Currency

Eric’s entire strategy comes down to trust. He shares good content even if it comes from competitors. He posts consistently without spamming sales pitches. He focuses on positive, valuable interactions. As a result, his followers feel a genuine connection, and that is why they stick around.

How I Will Apply These Lessons

Hearing Eric’s story reshaped how I think about my future in marketing:

Consistency matters more than perfection. Posting regularly beats posting perfectly.

Build systems early. A content engine saves time, reduces stress, and ensures quality.

Audience first, sales second. Relationships are the foundation of sustainable growth.

Leverage every channel. Do not silo good content to one platform.

Invest in the right tools. Automation and scheduling free you to focus on creativity.

Guest Speaker: Mary An, VP, Sony Music

When Mary An joined our class I thought we would hear about concerts, streaming, and promoting artists. What I did not expect was such an honest and detailed view of how marketing has changed with short attention spans, constantly changing social media platforms, and the economics of music today. The session gave me a much better understanding of how to adapt marketing strategies in industries where trends and technology change almost overnight.

Streaming and Concert Economics One of the most surprising points was how streaming revenue really works. Platforms pool subscription and ad revenue and then distribute it based on market share. This means younger artists who dominate streams can get a bigger slice even if older or niche artists have loyal fans. Touring is now essential for most artists. Live shows are a main source of income, not just promotion. But concerts are tricky to plan. Casual fans buy tickets last minute and dedicated fans are sometimes priced out of big stadium tours.

Social Media’s Role in Music Marketing Marketing now is about experimenting, promoting across multiple channels, and reacting quickly to trends. TikTok, Instagram Reels, and other short-form platforms can make songs go viral overnight but virality does not always lead to streams. Tools like Spotify concert links or YouTube merchandise links can help but only if fans are already engaged enough to click.

Platform Strategy: From Bullet to Buckshot In the past launching a song meant focusing all efforts on one big push. Now trends change so fast that this approach does not work anymore. The buckshot approach spreads content across multiple channels at once. It costs more and is more complex but it is necessary to reach different audiences. Mary shared the story of Chapel Row, an artist who built a following on social media and got signed again. The lesson is the same in any industry: reach the right audience and connect with them.

Staying Informed in a Fast-Changing Industry Mary’s advice for staying ahead of trends:

Follow reputable sources like Billboard and Music Business Worldwide

Analyze why trending content works

Use platforms as a user not just a marketer

Learn from others and build your own informal network

Trend awareness is active. It requires daily research, testing, and participation.

Cultural Influence and Genre Cycles Music trends often reflect cultural shifts. In Canada we are seeing Punjabi hip-hop, African music, and renewed interest in country. Marketers have to be culturally aware and authentic. Timing matters and campaigns that tap into the right cultural moment can really take off.

What I Learned and How I Will Use It Before this session I thought music marketing was mostly about creativity. Now I see it is equally about timing, platform knowledge, and adaptability. I learned:

Multi-channel campaigns avoid relying on one trend

Combine data with cultural insight for smarter campaigns

Creativity should drive action not just awareness

Stay immersed in trends every day

Think like the audience and test the experience yourself

Guest Speaker: Renowned DJ and Music Educator Kwame Boison

When Kwame Boison, better known to many as “Summer Knocks,” joined our class as a guest speaker, the room filled with an energy that was part music festival, part masterclass in career strategy. As a marketing strategist, artist manager, and DJ, Kwame has worked with some of the biggest names in the business, from Nike and Spotify to the Toronto Maple Leafs. But his story isn’t just about success. It is about intentional pivots, creative resilience, and finding purpose in work.

Starting Over with Intention

Kwame’s career journey began in a way that many of us might consider a setback. After being laid off from Apple over what he described as a “surprise and delight” act for a client, he found himself at a crossroads. Instead of jumping back into a similar corporate role, he took a step back and asked the harder questions: What do I really want to do? Where do my skills and passions overlap?

Through self-reflection and networking, Kwame realized that music was not just a hobby. It was central to his identity. That realization sparked a complete career shift. He redesigned his resume for the music industry, secured an internship at Canyon Music Group, and began managing artists.

From Intern to Industry Leader

Kwame’s role at Believe Digital marked a turning point. Here, he developed marketing strategies for hundreds of Canadian independent artists and labels, especially in Hip-Hop, R&B, and Electronic music. This experience gave him a front-row seat to the mechanics of music distribution, playlisting, and monetization, essentially the business engine behind a music career.

More importantly, it taught him how to build sustainable careers for artists, not just one-time wins. For Kwame, this was marketing with a purpose.

Brand Partnerships Done Right

Kwame’s work with Nike, Puma, and other global brands demonstrated how marketing can bridge culture and commerce. These partnerships were not just about putting a logo on a stage. They were about finding authentic touchpoints where a brand’s identity naturally intersected with the music scene.

As marketing students, this is a critical takeaway: authenticity matters more than visibility. A flashy campaign means nothing if it does not resonate with the audience.

Leaving a Legacy Through Teaching

Kwame is not just building his own career. He is creating opportunities for others. At Metalworks Institute, he developed the first-ever Ministry of Education–approved DJ course. By bringing professional structure to a creative skill, he proved that unconventional passions can have legitimate career pathways.

Teaching, Kwame explained, gives him a kind of fulfillment that profit margins never could. It is about helping the next generation find their voice.

Knowing When to Walk Away

Even with big-name clients and exciting projects, Kwame reached a point in the corporate music world where the work no longer aligned with his values. He wanted to directly support artists and communities, not just boost a company’s bottom line.

This is a valuable reminder: titles, accounts, and follower counts mean little if the work itself does not inspire you.

The Constant Thread: DJing

Through every role, Kwame has kept DJing close to his heart. What started as a love passed down from his father has become a global career highlight, including becoming the first DJ for the Toronto Maple Leafs. Beyond the music, this role is about representation, showing young people, especially kids of color, that they belong in spaces they may never have imagined.

Five Lessons for My Own Marketing Career

Kwame’s story gave me practical and personal insights I can carry forward:

Set Intentions, Not Just Goals Goals can be rigid. Intentions give you flexibility to adapt when things change.

Be Multi-Dimensional Your career does not have to fit neatly into one box. Intersections between skills can make you unique.

Prioritize Authenticity True brand partnerships feel natural, not forced.

Focus on Impact Find ways to create lasting change, whether through teaching, mentoring, or community work.

Protect Your Passion Not every talent needs to be monetized. Some are worth keeping just for yourself.

How I’ll Apply These Lessons

Going forward, I plan to evaluate roles based on whether they align with my values, not just their title or pay. I will look for marketing opportunities that blend strategy with cultural insight. I will build partnerships that feel organic and audience-driven. I will also keep my creative outlets alive outside of work to maintain balance.

Kwame ended his talk with a line that has stayed with me:

“Your time and choices should be deliberate, not random. Every win and every loss is shaping where you are headed. The only way to find what you love is to keep trying and be willing to pivot when it is time.”