A Marketing Approach to Music

Founded in Boston in 2004, Market Monkeys is an integrated marketing company, established to provide intuitive business-based solutions to music, media, entertainment, and performing arts marketing challenges. Our unique backgrounds in brand advertising, digital media & analytics, eCommerce and local market planning, enable us to offer musicians the best of both worlds – the level of professionalism of a really big company with the hands-on, real-world perspective of folks who value the importance of each and every fan.

Market Monkeys offers services musicians need to plan, promote, sell and grow.

The business is modeled as a marketing company in order to provide the flexibility to work with musicians at various stages in career development, and take advantage of new technology and emerging partnerships in an ever-changing music industry landscape.

Some artists come to Market Monkeys with managers, publicists, booking agents, and street team volunteers already in place. Others are developing any or all of these areas of their businesses. Important distinction – Market Monkeys challenges entrepreneurial songwriters and performers to embrace their ventures as managers of their own careers. We encourage artists to indulge in the parts of that business that are fulfilling for them, and delegate the activities that divert their attention from what they must do to attain their own, self-defined success goals.

A Monkey’s Approach to Marketing
The thing that’s different about Market Monkeys from other music companies is that we break the rules. Sure, we pay attention. We stay up on how everybody in “the industry” does things… But then we swing from our own branches. We work within an industry designed to homogenize music, streamline artist development, and prescribe the public with packaged goods that garner mainstream appeal. We believe there is no formula for success. Each artist we work with has their own unique definition of success, and we help them achieve goals built around that vision.

We pride ourselves on being sincere to who we are, faithful to our ideas, and passionate about the work. We’re doing what we do best — making music and sharing it with people who appreciate true, authentic entertainment that inspires.

The Monkeys Involved

Michelle Conceison, MBAFounding Manager

Nashville TN: a Monkey since 1995
Michelle Conceison is the founder of music marketing and management company Market Monkeys. A veteran of ad agencies in Boston, Chicago, New York and San Francisco, before music Conceison worked with major brands including AT&T, Bank of America, General Motors, Sirius/XM, and Musician’s Friend (Guitar Center). She bought some of the first keywords Google sold in 1999 while working in San Francisco. Later, as Vice President Director of Media, Conceison built and led Search practices at leading agencies Arnold/MPG/Media Contacts and Digitas in Boston and Starcom Worldwide in Chicago. She managed teams through startup, consolidation and rampant growth that formed the Search and Social Media landscape, and has been involved in many innovations that shaped the industry as it is today. Conceison first applied her marketing skills in music after stumbling upon Boston singer-songwriter Rachel McCartney busking in the Davis Square, Somerville MBTA subway station the very next day after performing at Somerville Theater across the street. A friendship and partnership kindled in 2001, and led to Conceison managing McCartney – providing her with an array of services.  In 2003, while in business school, Conceison wrote a business plan.  A year later she founded the company.  An enhanced version of that plan won the Silverman Business Plan Competition in 2006, providing initial funding for the company to have its first presence at a national music conference – Folk Alliance International.  She hasn’t looked back since.  Market Monkeys now manages Rose Cousins (Nova Scotia) and Fortunate Ones (Newfoundland) – and handles marketing projects for many clients. (see list here) Music industry veterans and newbies alike call on Conceison for input on how to leverage new media, to learn best practices in social fan engagement, and to get their music into new ears worldwide.  She is on the Board of Directors of Folk Alliance International (past President). She has mentored and spoken on music industry panels at Folk Alliance, Americana, East Coast Music Week, Folk Music Ontario, Falcon Ridge Folk Festival, NERFA and ASCAP Expo.  She is a professor of Music Industry and Arts Administration at Northeastern University and Middle Tennessee State University.

Kimber LudikerManagement Services

Austin TX: a Monkey since 2017
Born of fiddle playing parents in Spokane WA, Kimber Ludiker is a 5th generation fiddle player who started learning at age 3 on her grandfather’s lap. With 11 combined family National Fiddle Championships, Kimber holds 3.  At Market Monkeys, Kimber provides management expertise developed from years of experience self-managing Della Mae – the all-female string band she founded in 2009.  Della Mae was IBMA’s Emerging Artists of the Year in 2013, nominated for a GRAMMY Award in 2014 for their debut album on Rounder Records, was named 10 bands to watch by Rolling Stone in 2015, and have since traveled with the US Department of State to over 18 countries spreading peace and understanding through music.

Molly NagelMarketing & Tour Logistics

Valencia Spain: a Monkey since 2014
Record label survivor, music-lover, artist booster and jill-of-many-trades

Molly Nagel Driessen began her music industry career with the venerated indie Sugar Hill Records – in over 12 years there she moved from mailroom to publicist to project manager, eventually managing their Nashville office and staff. Working with artists from Nickel Creek to Dolly Parton, Doc Watson to Sarah Jarosz, she developed a deep appreciation for and knowledge of Folk, Bluegrass and Americana music and the artists who work so hard to make a name for themselves in that space. In 2011 she relocated to her hometown of Asheville NC, where she worked with Music Allies and went on to start Little Engine Project Management to assist independent artists in a range of marketing services. When her husband (accomplished fiddle player Casey Driessen) accepted a position with Berklee College of Music based in Valencia Spain, she eagerly accepted the opportunity to immerse herself in the Spanish lifestyle – jamon, vino, playa and all. She began working with Market Monkeys prior to her transatlantic move in 2014, and has continued to support Market Monkeys artists on the road with tour planning services and marketing support.

Holly LowmanMarketing & Management Services

Raleigh NC: a Monkey since 2015
A North Carolina native, Holly Lowman is a well-respected artist manager, label executive, and lover of great talent – having worked with artists including The Avett Brothers, The Carolina Chocolate Drops, Langhorne Slim, Nickel Creek and Dolly Parton.  She launched her own management company Wingman in 2014, which she operates between Raleigh and Nashville offices – managing The Steel Wheels, Valley Queen and The War & Treaty.  Prior to founding Wingman, Lowman worked at Ramseur Records and was deeply involved in day-to-day management and operations with The Avett Brothers and The Carolina Chocolate Drops.  Before Ramseur, Holly served as Marketing Director for both Sugar Hill Records and Thirty Tigers.  She is a past President of the Americana Music Association, and has been involved in producing several of their awards shows.   For Market Monkeys, Lowman has handled project management and promotion for events and showcases, and her work with us has been primarily focused on artist development, industry relations and merchandising strategies.

Jodi SinatraGraphic Design & Stuff That Looks Cool

Boston MA: a Monkey since 2001


BJ Mansuetti — Marketing & Media Planning [2011-2015]
Rachel Klein — Publicity & Radio Promotion [2010-2012]
Darlington Howland — Project Management & Event Planning [2009-2012]
Kate Gilbert — Web Development [2009-2016]
Darrell Anderson — Radio Relations [2008-2010]
Kellie Lin Knott — Email Marketing [2007-2008]
Katie Wells — Tour Logistics [2004-2009]