Top-tier global music marketing firm MusicPromoToday (MPT Agency), is reshaping how artists break into the music industry through influencer-driven campaigns and cutting-edge technology. Known for its strategic foresight, MPT Agency is now setting a new standard in digital promotion, bolstered by a recent partnership with ByteDance’s SoundOn platform.
Founded in 2010, MPT Agency has steadily established themselves as pioneers in Music Influencer Marketing, with innovative tactics that help catapult emerging artists into the spotlight.
Co-founders Raffi Keuhnelian and Anto Dotcom have positioned the agency as a trusted partner for artists navigating today’s social-first music landscape. Their campaigns consistently turn viral moments into measurable success across platforms like TikTok, Instagram, and YouTube.
Their client roster spans indie talents to chart-topping names. Notably, MPT Agency helped K-pop group FIFTY FIFTY land a Billboard magazine cover and U.S. chart placement through a fan-powered influencer campaign. These results reflect MPT’s ability to connect artists with real audiences, convert online engagement into streams, and ultimately, revenue.
In addition to their creative execution, the agency has also seamlessly embraced new technologies. Their in-house AI tool, “Virtual Publicist,” has redefined how PR campaigns operate, generating a 37% response rate from media outlets worldwide. This tool uses artist data and targeted outreach to accelerate exposure across major channels.
CEO Raffi Keuhnelian says, “We invest in what’s next. Whether it’s AI, predictive analytics, or fan behavior modeling, our goal is to keep our artists ahead of the digital curve.”
During the pandemic, while traditional touring and promotion slowed, MPT doubled down on research and digital strategy—an approach that kept their clients thriving. Their campaigns regularly help songs trend globally and land on influential playlists and charts.
Their most recent milestone is a partnership with ByteDance’s SoundOn—a game-changing distribution and marketing platform created by TikTok’s parent company. With SoundOn, artists can upload music directly to TikTok and other DSPs, earning 100% of royalties in their first year.
This collaboration means that MPT clients can now launch influencer campaigns tied directly to monetized music usage. It closes the gap between viral content and artist income, allowing for seamless integration between influencer trends and track earnings.
Speaking of the collaborative effort, co-founder Anto Dotcom says, “MusicPromoToday and SoundOn just opened the next chapter for independent artists on TikTok.This partnership bridges the gap between a viral moment and a sustainable career.”
Through SoundOn, MPT is now uniquely positioned to ensure their clients both trend and earn. Their influencer network drives initial exposure, while SoundOn secures artists’ rights and revenue.
MPT has several success stories underscoring their impact on the music industry. One is rising rapper Armani White partnered with MPT to launch a targeted influencer campaign that garnered over 41 million streams across platforms, including 18 million on Spotify alone. He later received co-signs from major media like Billboard and Complex, and even industry legends like Snoop Dogg.
Another standout example is that of South Korean artist Penomeco, with MPT adopting a groundbreaking, cross-continental strategy that worked towards further global expansion of Korean hip-hop.
Of their efforts, Dotcom says, “Our mission is to amplify artist stories and make them resonate across cultures and platforms. Influencer marketing is our megaphone.”
MPT’s growth has earned it accolades from marketing professionals and music executives alike. Their client-first, tech-enabled strategy continues to evolve with the industry. Whether it’s launching a TikTok challenge or crafting a cross-platform PR rollout, the agency brings together strategic vision, executional excellence and a penchant for trying new things together to reach new heights.
MusicPromoToday’s story is one of persistence, adaptation, and innovation. With their SoundOn partnership now live, and their tools and talent firing on all cylinders, MPT is proving once again why it’s one of the most trusted agencies in the music business.
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