TMT:14 Olivia Hobbs on Going Viral on TikTok, Artist Embarrassment around Social Media, Neurodiversity in music, and Not Exploiting Superfans

Welcome to The Money Trench. In this episode, Mark is joined by Olivia Hobbs, founder of marketing agency Blackstar. Olivia breaks down the success of digital marketing in today’s genre-agnostic music industry, exploring innovative ways to build communities and market music beyond traditional social media channels. As well as sharing insights on creating viral moments and discussing why some artists shy away from social media, Olivia reflects on her career journey, highlighting the importance of grassroots music venues and the need to understand neurodiversity in the music industry. NEWSLETTER Sign up HERE for the TMT newsletter - featuring each week’s hottest music industry stories. PPL  The Money Trench is sponsored by the PPL who celebrate their 90th year in business this year. KEEP UP TO DATE For the latest podcast and music business updates, make sure to follow us on:  Instagram: @the_money_trench LinkedIn: The Money Trench Website: The Money Trench GET IN TOUCH If you have any feedback, guest suggestions or general comments? We’d love to hear from you! - Get in touch here! Thanks to our partners PPL  Earth/Percent Tom A Smith Aimless Play Fourth Pillar Sennheiser Junkhead Studio Tape Notes Executive Producer: Mike Walsh Producer: Tape Notes