Inside the Playbook: LaRussell & Tietta Mitchell on The Music Marketing Funnel That Actually Pays

Most artists don’t hate ads. They hate what bad ads reveal.In this clip, LaRussell breaks down how he actually uses ads as an independent artist: not to force Spotify streams or fake momentum, but to amplify content that already proved itself organically. The strategy is simple but disciplined: run awareness ads behind posts that are already winning, then use retargeting, lookalike audiences, and city-specific campaigns to turn attention into real outcomes like ticket sales, merch sales, fan growth, and direct-to-fan revenue.He also explains why shares and comments matter more than vanity metrics, how he thinks about customer acquisition cost, and why great music marketing isn’t about buying visibility. It’s about scaling demand that already exists.If you’re an independent artist, manager, or music entrepreneur trying to understand how Meta ads, fan conversion, touring strategy, merch marketing, and artist growth actually work, this is a strong one.Simply put, a conversation like this doesn't come cheap.If you’re earning publishing income, make sure you’re collecting all of it. KOSIGN, powered by Kobalt, offers direct global publishing collections and real-time royalty transparency in a flexible, artist-friendly format. It’s highly selective, but free to apply here: https://bit.ly/4b438pjListen to the full episode here -Spotify: https://open.spotify.com/episode/4gh5xJy3JaJikr9JEEIZAC?si=tQwOj5sGRFKts7KWvPw3BwWatch the Episodes On Youtube: https://www.youtube.com/@managersplaybook