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:

https://aristake.com

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

Order the THIRD EDITION of How to Make It in the New Music Business: https://book.aristake.com

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