PANEL: Independents' Day: The Power of Independent Distribution & Creator Led Marketing
Independent artists have more tools than ever to distribute music and build their brands on their own terms. This panel explores the evolving landscape of independent distribution and creator-led marketing, highlighting strategies that empower artists to connect with audiences, maximize revenue, and maintain creative control.
Industry experts from TikTok/SoundOn, TuneCore, Believe Americas, and Starstruck Management will discuss how artists can leverage emerging platforms, data-driven marketing, and strategic partnerships to grow their careers. Learn how to navigate the independent ecosystem and make the most of today’s opportunities.
Featured Speakers
Jeff Stempeck - Indie Label Business Development, SoundOn/TikTok
Jeff Stempeck currently works on the SoundOn Artist Partnerships team at TikTok, specializing in business development and new signings. Over the last 14 years, Jeff has held positions across distribution and partnerships at The Orchard, Spotify, and TikTok, focusing on indie and emerging artists.
social handles: Ig @bempology ; Tiktok @indieboomer86
Shilpa Sadagopan - Creator Marketing Manager, SoundOn/TikTok
Shilpa Sadagopan currently works on the SoundOn promotion team at TikTok, specializing in creator marketing and data driven trend analytics. Previously, she worked on digital marketing teams at Soundcloud and Virgin Music, and has successfully grown her own following on TikTok - helping to curate an understanding of the creator experience. Throughout all of these endeavors, the indie artist experience remains at the focal point and is the primary driving force for her work.
social handles: ig @shilpasadagopan ; tiktok @shilpapaya
Joseph "Screwface" Charles - Founder & GM of Starstruck Management
Joseph Charles, widely known as Screwface, is a powerhouse entrepreneur, music executive, and artist manager with over two decades of impact in the entertainment industry. As the founder and GM of Starstruck Management, established in 1999, haven worked with some of the industry’s biggest stars, including Chris Brown, Anitta, Ludmilla, Afro B, Davido, and Fireboy DML. Renowned for his strategic vision and ability to develop talent, Screwface has built an impressive legacy as a manager, executive producer, songwriter, and industry consultant.
Career & Achievements
Screwface began his career as a major-label recording artist, signed to Lil’ Man/Interscope Records under the mentorship of Teddy Riley. This early exposure to the business and creative sides of the industry laid the foundation for his multi-faceted expertise in artist development, music production, A&R, and label consulting.
His breakthrough came when he co-wrote and produced the Billboard No. 1 R&B/Pop crossover hit “Touch It” for Monifah. He later became her manager and executive-produced her third album, Home (2000). Over the years, his songwriting and production credits have included Michael Jackson, Toni Braxton, Blackstreet, Mel B (Scary Spice), and Collie Buddz, among others.
Major Consulting Roles & Industry Influence
As a consultant for Universal Music Group, Screwface reported directly to Doug Morris and Jolene Cherry, playing a key role in the careers of Lady Gaga, Michael Bolton, and New Kids on the Block. His deep industry connections and A&R expertise positioned him as a key strategist in artist development and major label operations.
Following his tenure at Universal, he later worked as a General Manager at Sony Music, continuing to sign and develop top-tier artists while shaping the global music landscape.
Expanding Influence in the Global Music Scene
Screwface has been instrumental in bridging Afrobeats, R&B, Hip-Hop, and Latin music on the global stage. As Afro B’s manager, he has been a driving force behind the rise of Afrobeats, working closely with Davido and Fireboy DML to bring African music into mainstream success.
His work extends beyond music into film and television, having composed for the Wild Wild West movie soundtrack and served as a talent manager on MTV’s Making The Band, where he managed Day 26 and executive-produced their two Billboard No. 1 albums.
Legacy & Continued Success
With Starstruck Management, Screwface continues to lead the industry in artist management, strategic career development, and label consulting. His extensive industry knowledge, ability to foresee trends, and dedication to excellence make him an unstoppable force in entertainment.
A true industry veteran, Screwface’s contributions have shaped the careers of music icons, and his influence continues to drive the next generation of global superstars.
Melanie Seddon - VP, Global Marketing, TuneCore
As a passionate brand-building executive, I specialize in creating compelling narratives and strategies that resonate with audiences. My expertise encompasses storytelling, event management, public relations, influencer partnerships, and social media strategy, all designed to elevate brand identity and engagement. With a keen understanding of marketing to millennials and Gen Z, I leverage innovative approaches to cultivate lasting brand loyalty in dynamic and competitive markets.
Throughout my career, I have established myself as a leader who embraces challenges and is committed to excellence in brand development. My experience includes crafting impactful brand campaigns, analyzing market trends and competitor positioning, and fostering meaningful relationships with key stakeholders. Additionally, I have successfully led a multi-office team of over 20 direct reports, driving collaborative efforts that enhance brand visibility and performance. My focus on brand building allows me to create strategies that not only capture attention but also inspire trust and loyalty among consumers.
Rodrigo Gonsalves - Sales Director, Believe
Rodrigo Gonsalves is the Sales Director at Believe, where he leads business operations across the US-Latin, Central America, Andean Region, and Southern Cone markets. With over 18 years of experience in the music industry, he has built a strong track record in strategic management and business development, with a focus on market expansion and optimizing business models within the industry.
Beyond his executive role, Rodrigo is a five-time Latin Grammy nominee, known as a talented singer-songwriter and frontman of the acclaimed bands Viniloversus and Arawato. He is also the co-creator of the children’s music project “OTA the Hippo,” which aims to teach kids valuable lessons through engaging music and literature.
Moderator: Wesley T. A’Harrah - VP of Membership & Education, MMF-US
Wesley T. A’Harrah, 30, is an artist manager, marketing-tech consultant, and investor. Wesley is the founder of Hits Differently, an artist-management company whose clients include iAmTheGENIUS, Maty Noyes, Kristian Kostov, Lil Bird, Ellis Miah, and more; and Hyper Orange, a consultancy focused on helping entertainment companies, brands, and agencies build and activate the best marketing stacks. Wesley is business partners with Atlanta-based entrepreneur, rapper, and DJ, iAmTheGENIUS, in Mixtape Monopoly, a marketing agency; Monopoly Distribution, a distribution and label services company; and RARE Sound, a record label, where he and GENIUS have spent years independently operating with K CAMP—whose song Lottery (Renegade) held as the biggest song ever in TikTok for seven months and was the first song in the world to pass 15, 20, 30, and 35 million videos created with it. RARE Sound, Mixtape Monopoly, and Hyper Orange are the only independent labels and connected marketing agencies to have been honored with the Grand Clio for Music in 2020, where they were awarded for the campaign behind Lottery (Renegade). Wesley serves as the Vice President of Membership and Education of the Music Managers Forum-US, the 501(c) (6) trade association for artist managers and self-managed artists. He holds an M.A. in Global Entertainment and Music Business from Berklee College of Music.