Video by Ari's Take via YouTube
This week on the New Music Business podcast, Ari sits down with Joe Lim, founder and CEO of Floodify, a marketing technology company that has distributed over 2 million short-form videos for major labels including Universal Music Group, Warner Music Group, and Sony Music.
Joe pulls back the curtain on the rapidly evolving world of music marketing, explaining how burner accounts, clipping networks, AI-generated content, fan pages, influencer campaigns, and algorithm-driven distribution are shaping the careers of artists today. We explore the ethics behind these tactics, the concept of the “dead internet,” how major labels and marketers use social media at scale, and what independent artists can learn from these strategies.
Instagram: https://www.instagram.com/joelimmmmm
Floodify: https://www.floodify.io/
Check out Ari’s Take:
04:42 – Welcome & State of Modern Music Marketing
07:06 – Why Music Marketing is Behind Other Industries
08:42 – What Are Burners, Fan Pages, and Clipping?
13:29 – Commercialized Clipping & Platforms Like WHOP
17:19 – Phone Farms and Managing Accounts at Scale
21:21 – Using AI to Find and Generate Viral Clips
29:56 – Modern Marketing Strategies for Independent Artists
31:19 – The Evolution of Floodify (Floodify 2.0)
40:41 – Dead Internet Theory, Bots, and Comment Farming
44:25 – Is Authenticity Dead? Playing the Game to Make a Career
Edited and mixed by Ruben Zarate
Music by Brassroots District
Produced by the team at Ari’s Take
