Inside The Music – The Indie Group & Co.

As you may have seen in the past, we enjoy speaking with industry people for our segment of Inside The Music. In the past, we’ve spoken with festival directors, tour managers, radio personalities, managers and more! Today our segment is all about a creative social media agency, so get ready to find out more.

Based in Toronto, Canada, The Indie Group & Co. is a creative social media agency working with musicians to develop their career, digitally, as their personal social media team. Fronted by two influential women, Victoria Pfeifer and Jennifer Gurton, bring their 9-year backgrounds in the music & entertainment industry to the table.

We got a chance to sit down with them and talk about why social media is so important for musicians.

Care to tell us a bit about yourselves and The Indie Group & Co.?

Jennifer and I met in high school. It was around the time of her birthday and I asked her what she wanted to do. She said she wanted her friend’s bands to perform a live show as her birthday party. Going in totally blind, we rented a venue, booked some bands and hosted a show that was a major success. From that moment, Jennifer and I knew working in music was a forever thing for us.  We continued to promote shows for years; totally DIY where social media was (and still is) the most important tool for us. We’ve both been active industry members for over 9 years now, working in digital marketing, live events, artist management and brand development for various companies. Jennifer and I wanted something to call our own. We combined our knowledge and launched The Indie Group & Co in June of 2017 and it’s been drastically growing ever since. Our clients are creative people; singer-songwriters, producers, bands, session/touring musicians, live music venues and more. We work as your personal social media team so you can focus on what matters the most; the music.

What is your role as a creative social media agency?

Managing the day-to-day activities of your social media channels! We create a strategy to roll out your content to reach the highest amount of engagement per post using your channels analytics. We program and post all of your content for you and oversee things like social ad campaigns, brand development, organic audience building and photo/video editing. We also specialize in single/album/video releases.

How long have you been helping artists develop their careers?

We’ve been working & developing artists for over 9 years.

Why do you consider social media such an important tool for musicians?

Social media is the number one tool that connects musicians with fans. By being active on your social media, musicians have the ability to reach out to their fans, which creates a closer connection and makes the band/musician seem more relatable. Social media allows you to have full control of your brand and how you want others to see you. The best part about social media is it’s totally DIY, though we understand how hectic musicians lives are, which is why we’re here to help!

At what point should an artist consider hiring a social media agency?

You can start at any point in your career. Whether you’re just starting out, or you have many years in your pocket, everyone’s journey is different. We create a custom plan that tailors to your needs and goals.

What advice would you give to an artist just starting out?

Know the importance of social media. Be consistent, be organic and be yourself.

Connect with The Indie Group & Co.:

Want more information, feel free to email The Indie Group:

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