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Industry Insider: TREND President Hunter Scott Discusses the Future of Music Promotion

President of TREND, Hunter Scott joins us for Industry Insider to discuss indie artist development, modern challenges, AI, and more.

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Hunter Scott, photo courtesy of TREND PR
Hunter Scott, photo courtesy of TREND PR

Hunter Scott is the President of TREND, a Los Angeles-based, full-service music publicity, Spotify playlisting, and social media marketing firm he founded in 2008. Ahead of his time, the original idea behind TREND was that a new digital era could empower progressive-minded musicians and labels.

With an impressive track record spanning two decades, Hunter also teaches music marketing at UCLA and serves as Chairman of the Board for The Musicians Foundation, having awarded over 1 million dollars in scholarships to date. Highly sought out for his expertise and his knowledge, he has participated in seminars and panels produced by SxSW, SESAC, ASCAP, The Grammy Museum, CD Baby, Cutting Edge Business Conference, NAMM, Canadian Music Week, and MIDEM.

Scott joins us today for our Industry Insider column. In this conversation, he sheds light on everything from indie artist development to AI-driven disruption in music—offering the candid viewpoints only a seasoned industry pro can provide. Keep reading for an in-depth look at Hunter’s take on the future of music promotion and how to make your mark in a saturated market.

TREND building, photo courtesy of TREND PR

TREND building, photo courtesy of TREND PR

Is it still possible for an artist to develop naturally in today’s climate, or do social media algorithms and data-driven decisions force them to fit a mould too early?

Hunter Scott: “This question strikes at the heart of a classic ‘chicken or egg’ dilemma. On one hand, we have artists chasing the algorithm in hopes of going viral, sometimes losing their authenticity. In my experience, if you’re solely driven by trying to ‘game the system,” you may get a flash-in-the-pan moment, but that brief viral surge won’t necessarily translate into a sustainable music career.

“Authenticity remains key. Listeners see through anything that feels forced, especially in an era where everyone’s social media-savvy. That said, a healthy balance of genuine artistic development and strategic data analysis can absolutely help artists navigate platforms like TikTok and Instagram.

“Take our client, Courtney Govan, for example. She’s unapologetically herself, and people love her for it. By merging her genuine identity with smart social media marketing tactics, she’s grown her fanbase without sacrificing who she is. So yes, it’s still possible to develop ‘naturally.’ Just remember to pair that authenticity with the right analytics and music promotion strategies so you’re not shouting into the void.”

What’s your advice to new artists considering whether to sign with a major label or stay independent?

“It all comes down to the deal and the fine print. Major labels provide a robust infrastructure and can accelerate global reach, but they might also limit creative control. Ask yourself, how much funding do you actually need, and how comfortable are you giving away certain rights or percentages? A distribution deal alone can sometimes be enough for certain independent musicians, especially if they already have traction and a solid team (including a music publicist or an entire music PR firm backing them up).

“Case in point: when Rachel Grae’s management team hired us, she was turning down major-label offers left and right, opting to maintain creative freedom. We’ve also worked with artists who thrived under a major label system because they needed the label’s resources for branding, Spotify playlisting, and global music promotion. Ultimately, there’s no one-size-fits-all. Just make sure you understand exactly what you’re signing and how it aligns with your long-term goals.”

TREND offices, photo courtesy of TREND PR

TREND offices, photo courtesy of TREND PR

What’s one thing that artists consistently get wrong when it comes to managing their public image?

“A big one is inconsistency—mismatched visuals, messaging, or branding across platforms can confuse both fans and potential partners. Another common misstep is reacting only when there’s a crisis. If you wait until your name hits the rumour mill before calling a music publicist, you’re already behind. Proactive music PR means setting a solid foundation from day one, so you can shape your narrative rather than scramble to fix it. It’s something we work very hard on here at TREND.

“In addition, many artists overlook authenticity. Trying to be everything to everyone dilutes your brand. Vulnerability and honesty typically resonate more with audiences, especially in a world where fans crave genuine connections. A well-crafted music branding strategy, guided by professionals, can help ensure your image remains cohesive and true to your artistic identity.”

What’s one technological advancement you think artists should embrace to stay ahead of the curve?

“In my opinion, AI tools are a game-changer. I’m not suggesting anyone rely on AI to write their entire song, but it can spark fresh ideas, anything from lyric ideas to initial sketches of album artwork. You can use AI to proofread your promotional materials or generate multiple creative concepts for a show flyer ahead of a tour. It’s also invaluable on the data side, helping parse streaming analytics from platforms like Spotify and identifying target audiences.

“I see AI as an analytical superpower for social media marketing, Spotify promotion, and beyond. The artists who experiment with AI early on might discover more efficient ways to produce, promote, and refine their work. If you don’t at least explore its capabilities, you risk getting left behind in an industry that’s evolving at lightning speed.”

TREND Team, photo courtesy of TREND PR

TREND Team, photo courtesy of TREND PR

What’s the biggest challenge in breaking through the noise of today’s saturated music market?

“The challenge is sheer volume: roughly 100,000 songs a day are uploaded to Spotify. Standing out in such a saturated landscape requires two things: a defined niche and a strategy. Writing and producing a song is hard enough; the next step is figuring out how to position it and spending countless hours executing your plan. That’s why a lot of people choose to hire firms like TREND to help develop a targeted music promotion plan. It takes a team to handle everything from identifying your unique audience, connecting you with the right publications, and setting up your Spotify playlisting approach. I encourage anyone struggling to reach out to us through www.trendpr.com so that we can at least offer some free advice. We understand how hard the process is.

“Beyond that, short attention spans on TikTok or Instagram Reels mean you have about three seconds to hook someone. If your content doesn’t grab them instantly, they’ll scroll on. It’s a brutally fast-paced environment. However, combining a compelling brand identity with strategic content can help you cut through the noise and turn casual viewers into engaged fans.”

What’s the most unexpected lesson you’ve learned in your career?

“Honestly, it’s how quickly the concept of the algorithm became a buzzword. When I first started teaching music marketing at the college level, few students even knew what an algorithm was. Fast-forward to the TikTok era, and 18-year-olds can throw around ‘warming up the algorithm” like seasoned marketing vets!

“Another big surprise was seeing how independent musicians can truly thrive with strong music promotion and great branding. Major labels were once the holy grail; now, countless artists build entire careers as indie acts, leveraging press, social media marketing, Spotify playlisting, and savvy direct-to-fan models. It’s inspiring to watch artists embrace their entrepreneurial side and succeed without the traditional gatekeepers.”

TREND PR logo

TREND PR logo

The music industry is known for its relentless pace. How do you personally deal with burnout, and what advice would you give to younger artists struggling with it?

“I’ll be the first to admit: I’m not perfect at it. I checked my email three days into my honeymoon so I get how hard it is to unplug. But, I’ve found that work/life balance is non-negotiable for long-term sustainability. My staff at TREND, including music publicists, brand managers, and Spotify playlist analysts, benefits greatly from a flexible hybrid model. Post-COVID, we purchased our own office building in Los Angeles and outfitted it with a kitchen and laundry facilities, so the workspace feels like home. When you’re comfortable and trusted with your schedule, creativity flourishes.

“One practical tip: schedule email replies during business hours, even if you’re drafting them at night. This prevents setting the precedent that everyone should be ‘always on.’ For younger artists, I say: guard your mental space as fiercely as your creative space. The hustle never really ends, so pace yourself.”

Do you think artists today need to have a deeper understanding of data analytics to succeed, or can they still rely on pure artistry?

“The short answer is yes, artists do need a baseline grasp of data. Analytics shouldn’t replace artistry, but they can inform it. For example, one TREND client built an enormous following by posting provocative photos instead of music content. Engagement shot up, but it never translated into actual streams or ticket sales because the audience saw her primarily as a model, not a musician. She leaned too heavily on what the numbers were telling her, losing sight of her core brand as a singer. It’s a ton of work to undo that.

“Ideally, data and artistry work hand in hand. Metrics from where you’re securing press, your Spotify streaming demographics, and social media marketing analytics all the way to your merch sales can indicate what resonates with fans. Just don’t let raw numbers overshadow your artistic vision. Authenticity must remain the driving force, with data as a helpful guide rather than the boss.”

How do you see the role of influencers evolving in music promotion? Are they the new gatekeepers?

“Influencers are definitely powerful tastemakers, especially on TikTok. But let’s remember: most influencers are paid endorsements, which differs from editorial coverage by journalists or traditional media outlets. We at TREND work closely with influencers for music promotion, particularly micro-influencers who often have more niche but loyal followings. Sometimes, a smaller influencer with a super-engaged community can outperform a celebrity with millions of passive followers.

“One thing we emphasize is authentic collaborations. Audiences can sense if a partnership is forced or purely transactional. We encourage artists to do cross-promotions with other musicians or creators, which benefits everyone without coming off as an advertisement. Influencers can be gatekeepers in certain demographics, but genuine artistry and good music PR can still shine through if done consistently.”

What do you believe is the next big disruption waiting to hit the music industry?

“I see AI becoming even more entrenched, potentially reshaping everything from songwriting to marketing funnels. Imagine a future where big data instantly zeroes in on your most promising audience segment or helps you refine a melody in real-time. But let’s not overlook NFTs and Web3 models—they’re unlocking new ways for artists to connect directly with fans, whether through exclusive releases or tokenized experiences.

“In many ways, it’s reminiscent of when home recording technology became accessible, allowing artists to bypass major studios. Now we’re at the next frontier. With NFTs, Web3, and AI on the rise, the entire concept of what it means to release and market music could be turned on its head—much like the shift that led us to 100,000 new songs a day on Spotify. Adaptation will be key for anyone hoping to stand out in the ever-expanding digital universe. Welcome to this brave new world.

“As the music landscape continues to transform at lightning speed—from the explosion of TikTok to the rapid rise of AI-driven tools—our insights offer a roadmap for artists and industry professionals alike. By balancing authenticity with analytics, capitalizing on fresh technologies, and prioritizing mental well-being, you can stand out in a market that’s more crowded than ever.”

Born in 2003, V13 was a socio-political website that morphed into PureGrainAudio in 2005 and spent 15 years developing into one of Canada's (and the world’s) leading music sites. On the eve of the site’s 15th anniversary, a full relaunch and rebrand took us back to our roots and opened the door to a full suite of Music, Entertainment, and cultural content.

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