A Marketing Guide to Music as a Product:
Building Audiences, Driving Growth, and Owning the Artist Lifecycle is a practical, strategy-driven handbook for independent artists, music marketers, and creators looking to turn their craft into a thriving business. Whether you’re dropping singles, launching a label, or building tools for artists, this book shows you how to approach music like a product—one that needs positioning, packaging, and a real go-to-market plan.

Written by Hassan Spruill—an award-winning sales, marketing, and product executive with leadership roles at BET, Paramount, and Areya Media (Okayplayer, OkayAfrica)—this guide blends lessons from the media world with the realities of today’s creator economy. Hassan pulls from over 15 years of experience and distills it into actionable frameworks that help you grow audiences, build fan loyalty, and scale revenue without losing creative control.
 
You’ll learn how to:
Build authentic artist brands that drive audience connection and conversion.
Craft lifecycle marketing plans that grow fan lifetime value
Use newsletters, video, podcasts, and merch as strategic revenue channels.
Launch like a product: with pre-launch hype, influencer seeding, and community rollouts
Turn culture into commerce through brand partnerships and experiential campaigns.
 
Perfect for artists, music marketers, and cultural entrepreneurs, this book is a step-by-step companion to help you think bigger and move smarter.
 
You’ve made the music. Now let’s market it like a product—and build something that lasts.