JOE ABOUD — A BOOK OF MAGAZINE

Joe Aboud is reshaping the music industry, blending creativity with strategy in ways that inspire and endure. From his start as a high school intern at Epic Records to founding 444 Sounds, Joe’s journey has been marked by bold moves and a relentless drive to empower artists. “I knew early on that I wanted to be at the center of the action,” he shares, a vision that has fueled collaborations with names like JORDY, Enrique Iglesias, and Jung Kook. At 444 Sounds, his “concierge-style” approach doesn’t just market music—it builds immersive worlds that resonate. “It’s about setting up artists to grow, succeed, and thrive in a lasting way.”

For Joe, authenticity is key. Whether amplifying LGBTQ+ voices or navigating ambitious projects like Brooke Candy’s dual-album release, he focuses on fostering genuine connections. “Brooke’s fearless artistry reminds us why we do what we do,” he says. Looking ahead, Joe envisions 444 Sounds as a creative hub where artists and creators collaborate to break new ground. “Every artist’s journey is different, and we’re here to help them create their own story.”

Joe! How are you? What’s keeping you excited and busy recently?

I'm great! I just wrapped up album campaigns from The Blessed Madonna, JORDY, Michaela Jaé, and Brooke Candy, and I'm gearing up for an even busier 2025.

Your journey from a high school intern at Epic Records to the founder of 444 Sounds is inspiring and instructive. Reflecting on your early days, how did that initial experience shape your approach to artist development and marketing?

I knew early on that I wanted to be at the center of the action... I quickly learned that it comes with a responsibility to roll up your sleeves and work with an artist and core team to build their career from the ground up. It's relentless - every time you reach a new milestone, you aim for the next one. But it's exciting, rewarding, and the only way to set an artist up for long-term success!

Transitioning from roles at Apple Music, Atlantic Records, and HITCO to launching your firm is a significant leap. What motivated you to establish 444 Sounds, and how has this entrepreneurial venture differed from your previous positions?

Launching 444 Sounds wasn’t something I initially planned, but over time, I felt a clear pull from artists and industry professionals looking for more well-rounded support. Instead of being limited to working in just one area, like marketing, I wanted to create something that could address every part of an artist’s career. With 444 Sounds, I can take a step back, see the big picture, and connect the dots across all aspects of their development—whether it’s music, branding, touring, or long-term planning. It’s about more than just short-term wins; it’s about setting up artists to grow, succeed, and thrive in a lasting way.

444 Sounds is known for its "concierge-style" approach, offering bespoke solutions to artists. Can you elaborate on how this personalized methodology addresses the gaps you've identified in the music industry?

With digital platforms taking the lead, it's more important than ever to be strategic with spending. Marketing campaigns can easily go off track without proper planning, resulting in wasted resources and missed opportunities. Our boutique approach focuses on being smart with how we spend by targeting the best opportunities and audiences to make a real impact without wasting money. This personalized approach not only helps artists connect with their audience on a deeper level but also fosters authentic engagement that translates into loyal fans.

Working with a diverse roster, including artists like JORDY, Julia Fox, Jung Kook, and Enrique Iglesias, showcases your versatility. How do you tailor your strategies to meet emerging talents and established icons' unique needs?

Our approach always comes from a storytelling perspective. In a sea of talented artists, what makes this artist/project uniquely unique? What is the story we're trying to tell, and what does the fan experience look like? At the core of every project, regardless of genre or fame, it's our job to build a world for these artists that matches the story that they want to share through their art.

Your collaboration with JORDY emphasizes empowering bold, independent voices and creating safe spaces for artists. How do you cultivate environments that foster authenticity and meaningful connections between artists and their audiences?

Authenticity starts with trust—both in the artist and within the team. At 444 Sounds, we prioritize building genuine relationships by profoundly understanding the artist's vision, values, and what drives them. With JORDY, it’s about amplifying his unique voice and crafting campaigns that resonate on a personal level. The key to this dynamic is ensuring everyone on the team feels heard. If an artist doesn’t feel they can openly communicate how they’re feeling, it stifles their ability to be authentic—which directly impacts the audience’s ability to connect. By fostering an environment of mutual trust and open communication, we create spaces where artists can express themselves freely, and audiences can engage in ways that feel real and meaningful.

Witnessing JORDY's connection with his fans, especially within the queer community, seems profoundly impactful. How do these experiences influence your perspective on the role of music in societal change and community building?

You can really witness the power of music as a community builder at live shows. I find that the best shows are experiences where fans can come together to feel seen and celebrated and to connect with each other. JORDY does a great job of nurturing his fan community and lifting up other artists - he made a conscious decision to bring queer acts on tour with him this year, which I applaud.

Managing marketing and streaming for HITCO involved working with various artists, from SAINt JHN to the Dalai Lama. What were the unique challenges and rewards of promoting such diverse talents, and how did these experiences prepare you for your current endeavors?

A lot of my favorite projects to work on are the ones that fall outside of my traditional listening habits. A great marketer should be able to market anything. And how often do you get to work on a project of mantras from a Nobel Peace Prize winner like the Dalai Lama? Definitely a non-traditional project, but it's so rewarding to be part of.

At Atlantic Records, you facilitated marketing plans for GRAMMY-winning and multi-platinum artists. How did these high-profile projects inform your understanding of successful artist promotion and influence your strategies at 444 Sounds?

I'm so grateful for the opportunity to work with a world-class label like Atlantic and their global teams to learn what it takes to break an international superstar. At the same time, I gained insight into the most impactful touchpoints for an artist's career, as opposed to running "vanity" campaigns, and identified common missteps that artists and managers can make that may harm their careers.

The music industry continually evolves, with platforms like TikTok and Instagram Reels reshaping how music is discovered and consumed. How do you navigate these changes to ensure your artists remain relevant and engaged with their audiences?

The way the public consumes media is constantly shifting. We have seen the rise and decline of platforms like Myspace, Vine, online blogs, and even print media. The latest platforms and the way fans interact with them will also continue to evolve. Knowing this, it's more important than ever that artists own their data and their communication channels so that they're not at the mercy of the ever-changing "big tech" algorithms. Whatever platform my artists are using, it's important their storytelling remains authentic.

As a member of the LGBTQ+ community, you've expressed a commitment to uplifting LGBTQ+ artists. How does your personal experience inform your professional mission, and what initiatives have you implemented to support marginalized voices in the industry?

While this industry can be toxic, at its core, music is meant to bring people together. I feel like we all have a responsibility to uplift each other. I'm grateful to have a voice because my fellow peers have lifted me up, and I make it my mission to shine a spotlight on talented queer artists.

"444 Sounds" carries significant meaning, symbolizing direction, support, and insight. How do these principles manifest in your daily operations and interactions with clients?

4 has always been a powerful number in my life, but when I learned about the concept of "angel numbers," I started seeing 444 everywhere,e and my friends and clients would tell me the same. It feels really spiritual, and I take it as a sign that I'm on the right path.

Entrepreneurship often involves unexpected challenges and learning experiences. Can you share a pivotal moment in your journey with 444 Sounds that tested your resilience and what you learned from it?

Entrepreneurship is full of unexpected challenges, and one pivotal moment for 444 Sounds came this year while working with Brooke Candy. Brooke is a true creative visionary—this year alone, she released two albums packed with features and planned a headlining US tour to support them. It was incredible to witness her knack for spotting emerging talent and injecting fresh energy into everything she does, from music to visuals. However, the sheer volume of music, paperwork, and administrative tasks that came with these projects tested our resilience. Each song, whether it made the album or not, required meticulous attention to detail, often on a very tight turnaround. It was a whirlwind, but getting both albums out on time while managing the tour planning felt incredibly rewarding. This experience reinforced the importance of staying adaptable and focused on our mission: empowering bold, groundbreaking artists to shake things up in music. Brooke’s fearless artistry and constant evolution remind us why we do what we do and inspire us to push through challenges to support creative visions that truly move the needle.

Balancing the creative and business aspects of the music industry requires a unique skill set. How do you maintain this equilibrium, ensuring that artistic integrity is preserved while achieving commercial success?

Turning art into a business is the ultimate challenge. The artist has to be aligned with that goal so that everyone can work towards actualizing it. It requires a laser-focused vision and an undying work ethic. An artist should maintain their creative integrity, but we strive to find points of connectivity between an artist and their audience so that people will care enough to spend their hard-earned money on that artist.

Mentorship and guidance are crucial in the music industry. Who have been your mentors, and how have they influenced your career trajectory and leadership style?

I am so grateful to have built an incredible support system. It's refreshing to constantly be reassured that most people in the business want to help each other. Every leader I've worked with has taught me invaluable lessons and has helped mold me into the executive that I am today. Their guidance has shaped how I tackle challenges and how I support my team and artists to reach their full potential.

Looking ahead, what are your aspirations for 444 Sounds, and how do you envision the firm's role in shaping the future of artist development and music marketing?

I want 444 Sounds to lead the way in supporting artists. As the industry keeps changing, my goal is to stay ahead by combining fresh ideas with a true respect for creativity. I see us becoming a hub where artists, producers, songwriters, and visual creators can come together and collaborate. In the end, I want to help artists build lasting careers, break new ground, and find inspiring ways to connect with their audiences.

Lastly, if you were a book, what book would you be and why?

I’d be a choose-your-own-adventure book because I love the idea of forging your path. The music industry is unpredictable, with every artist or project bringing new opportunities and challenges. You have to be flexible and bold when deciding on your next move. That’s also how I work at 444 Sounds—every artist’s journey is different, and we’re here to help them create their own story.

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