Sunita Dhaliwal

PR and marketing for electronic music are being rewritten in real time. AI tools are reshaping how music gets discovered and how editorial content gets used. DSP editorial is evolving into a different kind of gatekeeper than it was a few years ago, and social platforms are fragmenting by age and demographic, with under-16 bans landing in the UK and Australia and shifting the shape of who artists can reach and how.

At the same time, new channels are opening up. Independent writers, newsletters, personality-led journalism, and long-form podcasting are building audiences and trust on their own terms, often faster and more directly than the outlets they’re replacing. This panel brings together voices from PR, artist management, platforms and independent media to map out where things are heading and where PR and marketing are best spent in this new environment.

Artists today are no longer only releasing music. They are building communities, creating content, shaping culture and often becoming trusted voices for audiences that brands struggle to reach authentically. At the same time, many artists rely on brand partnerships and digital visibility as part of their income, while access to these opportunities remains uneven and often unclear.
This session looks at how artist-brand collaborations are actually built: who gets access, who decides what feels authentic, and how value is shared between artists, audiences, brands and platforms.