Sourav Choudhary Into-it challenges the status quo of programmatic advertising, offering a fresh approach to music promotion with partnerships from The Guardian and The Independent.
Into-it, an emerging adtech startup, is setting out to reshape the way music promotion connects with fans. The company has launched an alternative to traditional programmatic advertising, hoping to create more meaningful interactions between music fans and online publishers. With partnerships already secured with major outlets like The Guardian and The Independent, Into-it aims to redefine how artists reach audiences in the digital age.
Historically, music promotion has followed a well-established formula: labels invest heavily in talent development, production, and securing spots on TV, radio, and concert stages. But the rise of streaming services and digital platforms has upended this model, making it harder for artists to capture the attention of fans amidst an overwhelming volume of content.
Into-it’s approach seeks to bridge this gap by integrating music promotion into the digital landscape more seamlessly. By working with publishers, the platform enables more organic and targeted music exposure through contextual placements. Unlike the often-impersonal nature of programmatic advertising, Into-it offers a curated experience for fans, embedding music content in the spaces they already frequent, from news articles to entertainment websites.
This approach benefits both music promoters and publishers. For artists, it offers a more direct path to potential listeners without relying solely on traditional advertising channels. For publishers, Into-it’s model opens a new revenue stream, allowing them to better monetize music-related content without interrupting the user experience.
The launch of Into-it signals a new direction in music marketing, one that could disrupt the dominance of programmatic ads and create a more symbiotic relationship between music fans and the digital platforms they use.
