The music industry is notoriously difficult to enter, with intense competition and a vast pool of talented musicians. Whether aspiring to be a singer, mastering an instrument, producing music, or working behind the scenes, countless others share similar talents and ambitions. Despite these obstacles, Alex Akimov has carved out his place as one of the top music marketers.
Akimov’s path started with a deep understanding of how social media and data analytics can help musicians become household names. Joining forces with his spouse Lani, he acknowledged the potential of these new markets and endeavored to use them to enhance the voices of gifted artists.
Their first major success came with the boy band New District, who gained international fame through Akimov’s strategic use of social media and partnerships with influencers. This success laid the groundwork for his future ventures.
Akimov made a significant career move in 2017 when he established Simple Social, a digital marketing firm aimed at transforming how musicians connect with fans. The company quickly became known for its innovative approaches, such as “trigger markets” and data-focused strategies, making it accessible for artists to promote their music globally and gain popularity.
Akimov’s ideas didn’t end there. He introduced Sound.Me in 2022, a creator platform that helps make music and influencer collaborations more accessible. Sound.Me implements AI technology to match and price each collaboration to ensure optimal results.
Sound.Me, which now has over a million members, has emerged as a major player in the music industry, giving musicians unrivaled access to a worldwide audience and enabling content creators to make money for promoting music. Every element of Sound.Me’s platform, from its transparent pricing to its integration of AI-driven data, demonstrates Akimov’s dedication to democratizing access to excellent advertising campaigns.
Acknowledging the diverse needs of over one million creators, Sound.Me is transitioning to supporting a broader array of social platforms beyond TikTok including YouTube Shorts, and soon-to-be Instagram Reels and Snapchat by year’s end. This expansion allows creators, artists and brands to maximize their reach across multiple channels. Sound.Me plans to streamline the way brands interact with creators, empowering both parties with more accessibility and control over marketing campaigns.
Akimov’s goal is to enable all musicians to popularize their music globally and establish stronger connections with their audiences. “Our platform is designed to empower artists, helping them not only to promote their music but to thrive in a digital ecosystem that values authentic engagement and creative freedom,” Akimov explains. “We’re crafting tools that allow musicians to connect more deeply with their fans, turning everyday interactions into lasting relationships.”
ITP Media Group newsroom and editorial staff were not involved in the creation of this content