In light of recent revelations about the immense imbalance in streams and artist exposure on platforms like Spotify – specifically that the vast majority of artists uploading there note monthly listeners in the the single digits – we caught an interview with Ezequial, the founder of the breakthrough music promotion platform NotNoise.
Designed as a one-stop option for artists who want to keep their focus on the music and creativity, NotNoise offers a range of services to help you get the word out about your latest release. These range from playlist pitching and fan email captures to targeted ads and advanced analytics.
In this interview, we talk about the problems facing musicians in today’s industry, the possible solutions, and all that NotNoise represents for modern artists and bands.
Here’s the conversation in full.
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Hi Ezequiel, great to connect with you! To introduce things, where are you based and what first got you involved in the world of music?
I’m based in Madrid, originally from Argentina. My journey began in my teens as a musician: I released dream‑pop records under Los Jardines de Bruselas and explored every corner of DIY production. That led me to launch the music blog rocktails.tv, which put me on Red Bull’s radar; I spent seven years building their global music initiatives. I then became Senior Artist Marketing Manager at Amazon Music and later Artist Partnerships Lead at Spotify. Last year I finally leapt out on my own and founded NotNoise.
What was the inspiration behind the platform NotNoise, and when did you first start setting it up?
The moment of clarity came in late 2022, when I discovered that 86 percent of tracks have fewer than ten monthly listeners. After fifteen years in corporate music, I realised the bottleneck is not talent; it is attention. I began prototyping NotNoise in early 2024, determined to give independent artists the growth tools major labels take for granted, but in a self‑serve, affordable package.
What makes NotNoise different or more impactful for indie artists?
Most DIY marketing platforms stop at analytics dashboards or generic playlist placements. NotNoise goes further:
• Outcome‑first design: every feature is measured against the one KPI musicians actually care about—sustained listener growth.
• Label‑grade data: we pipe real‑time stream, ad and social signals into a single decision engine, so campaigns self‑adjust before budgets burn.
• No‑BS pricing: flat monthly tiers, no hidden revenue shares. If it is not moving needles, you can walk away anytime.
Tell us a little more about your services – smart links, social media automation and AI‑powered ad campaigns. What’s the unique intention with these?
• Music Smart Links: dynamic landing pages that A/B‑test themselves and retarget visitors automatically, boosting conversions with zero extra effort.
• Playlist Pitching: we maintain the largest database of playlist curators and match any artist’s song with the right playlists. Artists do not pay for placements (which is illegal); they pay for curators to listen. If curators like the track, they add it; if not, they provide detailed feedback. Our A&R team distils that feedback into action points to improve the next campaign. Learn more here.
• AI Ad‑Builder: musicians do not have time to master multiple ad managers or create endless creatives, so we simplify everything into a three‑click wizard that builds the campaign, generates the videos and targets the right audience on the artist’s behalf. The goal of every feature we build is for artists to spend as little time as possible promoting their music so they can spend most of their time making it.
Together these tools create a closed‑loop system: capture interest, nurture it and double down on what works.
You’ve now worked with over 10,000 independent musicians – what’s the feedback been like, and what’s your ambition for the platform?
“We survey every user after 30 days. So far, 72 percent report tripling their monthly listeners and a 42 percent jump in mailing‑list sign‑ups.”
One artist told us, “NotNoise feels like hiring a marketing expert who only works for musicians.” My ambition is to make the middle‑class musician a norm, not a unicorn. If we can help 100,000 artists earn a living from music in the next five years, I will call it a win.
As things continue to grow, say your advertising reaches millions of creatives and listeners, how will you prevent smaller artists from getting lost in the noise once again?
Scale does not have to equal sameness. We are building a share‑of‑voice cap into our algorithm so that no single catalogue can consume more than a fixed percentage of aggregate impressions.
We are also rolling out co‑op ads, where complementary artists pool micro‑budgets to compete with majors. Think farmer’s market, not megamall.
Is there anything else we should know?
Mission over vanity metrics. We will never chase growth that does not translate into real, human engagement and artist ROI.
Too many online promotion services dump tracks into botted playlists, an illegal practice penalised by all streaming platforms. Several artists have even had their music taken down because of it. We exist to prevent exactly that.
You can read our full manifesto and learn why we do what we do here.
Thanks for having me, and let us keep the noise out and the music loud.
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Find NotNoise on Instagram, TikTok, X.
