MusicPromoToday: The Agency That Worked With Drake & Nicki Minaj
Most music marketing agencies will tell you they get results. Few can show you exactly where those results live — in chart positions, streaming numbers, press placements, and careers that outlasted a single release cycle. MusicPromoToday (MPT Agency) is one of the exceptions.
Founded in 2010 by Raffi Keuhnelian and Anto Dotcom and formally launched as an independent agency in 2014, the music marketing agency has spent over 15 years operating at the intersection of artist development and digital strategy. What started as music promotion work for independent artists in Montreal, Canada, gradually expanded into one of the most documented track records in the music marketing space — across major labels, multi-genre rosters, and international markets.
From Independent Artists to Major Label Campaigns
The agency’s early work set the tone for how it would grow. Masspike Miles is one of MPT Agency’s documented case studies — an artist who came to the agency already signed to Rick Ross’ Maybach Music Group, looking to expand his public image and reach. That relationship reflects the broader Cash Money network the music marketing agency operated within, and campaign work that extended to Lil Wayne, Drake, Nicki Minaj, and Tyga followed from there. For Lil Wayne, the agency promoted “How to Love” and “She Will” from Tha Carter IV — campaigns that drove over 200 million YouTube views on the former and helped the album move 940,000 copies in its first week. For Drake, MusicPromoToday handled the rollout of Nothing Was the Same, which debuted at number one on the Billboard 200 with 658,000 first-week copies sold. For Nicki Minaj, the agency ran campaigns for both “Lookin’ Ass” and “Truffle Butter” — the latter going Platinum with 910,000 domestic copies sold. For Tyga, the music marketing agency promoted the “Show You” music video, which premiered on 106 & Park and accumulated over 25 million YouTube streams.
That scale of execution established the agency’s ability to operate at the major label level without losing precision. Every campaign carried the same structural logic: press, social strategy, and advertising moving in sequence rather than independently.
MusicPromoToday: A Music Marketing Agency Built Around Long-Term Outcomes
What separates this music marketing agency from the broader market is its investment in career continuity over short-term exposure. The Colin Brittain case illustrates that philosophy clearly. The agency collaborated with Brittain on a one-month campaign focused on increasing his visibility to record labels and musicians — securing a feature in Billboard’s Nashville Power Players issue, interviews with the Huffington Post and Alternative Press, and a spot on Sound Matters radio. That foundation allowed him to go on to write and produce for acts like All Time Low, Papa Roach, and One OK Rock, and eventually become the drummer for Linkin Park. The Billboard feature secured during the campaign was not the endpoint — it was the starting line.
Armani White’s campaign tells a different kind of story — one built around a single record with global reach. Over nine months, MusicPromoToday handled the full rollout of “Billie Eilish.” — a release strategy that included music video marketing, TikTok activations, DSP pitching, and coordinated press. The campaign drove 440 million Spotify streams and over 87 million YouTube views, secured coverage from Billboard, Apple Music Beats One, Complex, MTV, BET, and HipHopDX, and earned public praise from Snoop Dogg.
Social Media Marketing That Moves With the Platforms
The social media marketing infrastructure at this agency is built for the current landscape, not the one from five years ago. As a full-service marketing agency, the team includes dedicated graphic designers, social media strategists, and digital advertising specialists, with every campaign assigned an account manager responsible for weekly reporting and performance reviews. Campaigns run across TikTok, Instagram, YouTube, and Facebook, with platform-specific creative tailored to each channel’s discovery behavior rather than repurposed across all of them.
That approach carried through the agency’s partnership with ByteDance’s SoundOn, TikTok’s distribution arm — a collaboration that positioned the influencer network to drive initial exposure while supporting artist ownership, monetization, and revenue generation through TikTok’s music ecosystem.
Industry Recognition and Institutional Partnerships
MusicPromoToday’s institutional credibility is reflected in both its media presence and its label relationships. The agency holds platform certifications from YouTube, Google, Facebook, and HubSpot Academy. Its label partnerships span Warner Music Group, Universal Music Group, Sony Music, Cash Money Records, and Young Money Records. Co-founder Raffi Keuhnelian has contributed industry analysis to Forbes, while Anto Dotcom has contributed to Rolling Stone as a recognized voice on music promotion strategy. The agency has additionally been featured in Pitchfork, Earmilk, Paper Magazine, and many more.
Beyond client campaigns, the marketing agency developed Virtual Publicist — an AI-powered media outreach platform designed to streamline journalist discovery, campaign targeting, and PR communication. Digital Music News reported a 37% response rate for the platform’s AI targeting and messaging feature, reflecting the agency’s broader position that the infrastructure behind music promotion should be as sophisticated as the music itself.
What 15 Years of Campaigns Actually Proves
The music industry moves fast, and most agencies don’t survive long enough to accumulate a record worth examining. At 15 years, 1,500+ campaigns, and a client roster that spans independent artists and global superstars across more than 10 genres, MusicPromoToday holds a position that very few firms in this space can credibly claim. The campaigns are documented. The press placements are verifiable. The artists are still building.
That is what a legit music marketing agency looks like.
