Amplifying Music Marketing for Digital Success | Daniel Falquez from Musick Road

Ernesto Quezada: Pathmonk is the intelligent tool for website lead generation. With increasing online competition, over 98% of website visitors don’t convert. The ability to successfully show your value proposition and support visitors in their buying journey separates you from the competition online. Pathmonk qualifies and converts leads on your website by figuring out where they are in the buying journey and influencing them in key decision moments. With relevant micro experiences like case studies, intro videos, and much more. Stay relevant to your visitors and increase conversions by 50%. Add Pathmonk to your website in seconds. Let the AI do all the work and get access to 50% more qualified leads while you keep doing marketing and sales as usual. Check us out on pathmonk.com. Welcome to today’s episode. Let’s talk about today’s guest. We have Daniel from Musick Road, Digital Marketing Manager there with them. How are you doing today, Daniel?

Daniel Falquez: Good, Ernesto. Happy to be here and looking forward to talking with you about some marketing, definitely.

Ernesto: And maybe a little bit about music too. Let’s see. So, in your own words, tell us what Musick Road is all about.

Daniel: Yeah, so Musick Road has transformed into a digital marketing agency for the music industry. I basically work with artists, labels, attorneys, and companies around the industry to help them optimize their marketing. Some of it is paid; some is organic reach. It’s all about finding their goals and helping them achieve them.

Ernesto: Definitely important. On that note, Daniel, what would you say is the key problem or goal you tend to see with your clients?

Daniel: The music industry is incredibly competitive and complicated. Attention is the hardest thing to capture. There’s also what I call “positive toxicity,” where everyone is hyping up artists as if they’re the best. While some artists really get it and understand the need to adapt and focus, many don’t. The challenge is staying on top of trends and figuring out how to best reach audiences—not just on social media but also in other mediums like print and music publications.

Ernesto: Definitely important. I mean, I’m guessing the digital marketing world in music has changed dramatically since we were in high school. Back then, it was all about trying to go viral or getting that one-hit wonder. So, would you say you have an ideal ICP for Musick Road?

Daniel: Mostly, I focus on artists. That’s my primary audience. I’ve also worked with labels, but recently, my focus has been on Latin artists, especially since I’m based in Miami. I’ve worked with mainstream artists, mid-size artists, and even some just starting in the industry.

Ernesto: Great to hear that. For our listeners who’d like to visit you, they can check out your site at musickroad.com. What role does the website play in client acquisition for you?

Daniel: A website is crucial, and I think people underestimate its importance. Many think they don’t need one because they have Instagram or Facebook, but those platforms don’t belong to them. A website is your hub—you own it. It’s where you can show value, provide forms to collect leads, and publish blogs to highlight expertise. It’s all about owning your audience and building connections beyond social media.

Ernesto: Absolutely. So, if I were an artist or label, how would I usually find out about Musick Road? What’s your top acquisition channel?

Daniel: Most of it comes through referrals. I also focus on creating content—primarily blogs and some YouTube and Instagram content. I aim to show solutions through strong content so people can find value in what I offer and learn more about me through the website.

Ernesto: Great to hear. Are there any tools or tips you’d recommend for website lead generation?

Daniel: Content is key. Create meaningful content that solves problems for your audience, not just filler. On top of that, invest in paid promotions—not just on social media but also on your website. Strong content combined with smart ad spend is the way to rank higher and attract the right audience.

Ernesto: Excellent advice. Let’s switch gears a bit, Daniel, and talk about you as a leader. What are some key tasks you focus on as the Digital Marketing Manager at Musick Road?

Daniel: Staying organized is a big one. This year, I started using a physical planner alongside digital tools like Asana (now switched to ClickUp) and reminders on my phone. Having both physical and digital systems has helped me keep track of the many moving parts in my work.

Ernesto: That’s definitely important. How do you stay up to date with marketing news, trends, and strategies?

Daniel: I follow people like Gary Vee, who’s been a big influence on me. He emphasizes the importance of attention and building fans—not just going viral. In music, it’s about creating a brand and diversifying your platforms. Platforms come and go, like MySpace or Vine, so you need to adapt and focus on where the attention is today while preparing for tomorrow.

Ernesto: 100% agree. Let’s move on to our rapid-fire round. Are you ready?

Daniel: Let’s go!

Ernesto: First, what’s the last book you read?

Daniel: Washington, the biography of Dave Grohl. I’m more into audiobooks, and it’s an amazing listen.

Ernesto: I’ll have to check that out. Next, if you could automate one repetitive task, what would it be?

Daniel: Editing video. It’s time-consuming, and while we’re not quite there yet with technology, I hope we will be soon.

Ernesto: If there were no boundaries in technology, what’s one thing you’d fix for your role?

Daniel: Perception. Some clients think hiring a marketer guarantees immediate results, but it’s not that simple. If I could provide data in a way that’s easy for clients to digest and understand, it would make my life much easier.

Ernesto: Absolutely. Lastly, what advice would you give your younger self as a marketer?

Daniel: Focus less on proving you know everything and more on listening to clients. Understand their goals and build solutions that genuinely help them. It’s not about showing off—it’s about delivering results.

Ernesto: Fantastic advice. As we wrap up, if someone forgets everything else from this interview, what’s the one thing they should remember about Musick Road?

Daniel: Musick Road is a digital marketing agency that helps artists and industry professionals reach the next level—not by throwing money at problems, but by providing tailored solutions.

Ernesto: Well said. Daniel, it’s been a pleasure having you on. And to our listeners, thank you for tuning in. I’m looking forward to our next episode on Pathmonk Presents. Thanks a lot, Daniel.

Daniel: Thank you, Ernesto.