How This Artist Manager Deepens the Fan Relationship and Prioritizes Mental Health

This week on the New Music Business podcast, Ari sits down with Jaclyn O’Connell, a digital marketer, creative strategist, artist manager, and founder of Bittersweet Media and Good Grief Management. Jaclyn has provided creative marketing solutions and hands-on artist management for artists and labels of all scales and sizes—from emerging artists to well-established acts and both indie and major labels. They have supported gold and platinum records and worked with artists including Wild Rivers, Cavetown, Julian Baker, and Cold War Kids. Drawing on experience in both marketing and artist management, Jaclyn offers a sharp, insider perspective on what it truly takes to build a sustainable career in today’s music industry.

In this episode, Ari and Jaclyn dive deep into the realities of modern music marketing — from navigating ever-shifting social media algorithms to building effective fan funnels that turn casual listeners into ticket buyers and lifelong fans. They also unpack the current touring landscape, direct support deals, and the hot-button issue of tour buy-ons. Whether you're an artist, manager, or just curious about how fan engagement really works, this is a conversation you won’t want to miss.

instagram.com/jaclyn_oconnell

Chapters

00:00 Building Direct Relationships with Fans
03:09 Navigating the Social Media Landscape
05:49 The Importance of Mental Health in Artist Management
09:05 Innovative Monetization Strategies for Artists
11:55 The Role of Community in Artist Growth
14:58 Understanding the Fan Journey
18:05 Challenges in Touring for Emerging Artists
21:03 The Evolution of the Live Music Industry
36:21 The Ethics of Tour Buy-Ons
39:09 Navigating the Challenges of Touring
43:05 Building Artist Relationships and Mental Health
46:04 Defining Success in Artist Campaigns
48:02 The Role of Social Media in Driving Streams
51:01 The Nuances of Going Viral
55:29 The Fragmentation of Viral Success
57:23 Conversations with Labels and Ownership
01:01:23 Balancing Management and Business
01:10:25 Setting Boundaries in Artist Management

Edited and mixed by Ari Davids
Music by Brassroots District
Produced by the team at Ari’s Take

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