Jun 23, 2026 · 53 min · 12 segments
What makes a brand partnership feel authentic in music and why do some collaborations resonate while others fall flat? In this episode, Jess Hope, founder of Create Racket, shares five key insights…
Jess HopeGuestMattHostJess, you're sitting at this really interesting intersection between music, brands, and fans, and Create Racket is built on the idea of those three things don't have to have tension or be in tension constantly.
Before we get into it, can you tell us what Create Racket actually does and how it came to exist?
And I think when you first said that, I thought I was like physically sitting in it, but I actually think I kind of am.
So essentially, selfishly, I built the business, I guess, around myself and how I've coexisted in those different worlds.
And I think essentially it's the music ecosystem, but I think fans play a really essential role.
So I've spent decades and that's why I've got a bright light on me because I'm much older than I look decades working as a music journalist and working on music marketing and promotion and none of it works without fans obviously none of it works without artists either but it really doesn't work without fans so I think that is often the missing piece Whether you're a brand trying to reach new audiences or you're an artist trying to make new fans or tour the world or put music out or do literally whatever you're trying to do.
musicians, artists, and fans who are essentially, whether the brand calls them an audience and the artist calls them fans, they're consumers and they're the community that kind of holds everything together.
And I think my favorite thing is you can be both an artist and a fan and you can be a brand or a marketer and you're also a fan.
or can be converted but as you can tell i kind of i really care about music fans and being one and just coming at everything from that perspective so create racket really just allows me to do that essentially we are a partnerships platform for musicians and brands um social content creator content brand marketing so we might be helping an artist put out a release Um, and they might be collaborating with creators to do that or developing fan pages and really harnessing social, or we might be kind of the partner of the brand side or the, or the media agency, um, helping to run a creator campaign.
And often, I guess our kind of day one service and what we're really passionate about is if we're helping a brand run a creator campaign, which obviously that is where brands spend a lot of their money now, our creators are musicians.
So we're helping musicians kind of unlock new revenue by getting paid for content, not turning them into influencers and not doing anything outside their comfort zone, but essentially redirecting some of the work and the money that goes to influencers, to musicians, you know, if they fit the brief for what that brand's looking for, then in our world, they count as a creator.
Jess, you're sitting at this really interesting intersection between music, brands, and fans, and Create Racket is built on the idea of those three things don't have to have tension or be in tension constantly.
Before we get into it, can you tell us what Create Racket actually does and how it came to exist?
And I think when you first said that, I thought I was like physically sitting in it, but I actually think I kind of am.
So essentially, selfishly, I built the business, I guess, around myself and how I've coexisted in those different worlds.
And I think essentially it's the music ecosystem, but I think fans play a really essential role.
So I've spent decades and that's why I've got a bright light on me because I'm much older than I look decades working as a music journalist and working on music marketing and promotion and none of it works without fans obviously none of it works without artists either but it really doesn't work without fans so I think that is often the missing piece Whether you're a brand trying to reach new audiences or you're an artist trying to make new fans or tour the world or put music out or do literally whatever you're trying to do.
musicians, artists, and fans who are essentially, whether the brand calls them an audience and the artist calls them fans, they're consumers and they're the community that kind of holds everything together.
And I think my favorite thing is you can be both an artist and a fan and you can be a brand or a marketer and you're also a fan.
or can be converted but as you can tell i kind of i really care about music fans and being one and just coming at everything from that perspective so create racket really just allows me to do that essentially we are a partnerships platform for musicians and brands um social content creator content brand marketing so we might be helping an artist put out a release Um, and they might be collaborating with creators to do that or developing fan pages and really harnessing social, or we might be kind of the partner of the brand side or the, or the media agency, um, helping to run a creator campaign.
And often, I guess our kind of day one service and what we're really passionate about is if we're helping a brand run a creator campaign, which obviously that is where brands spend a lot of their money now, our creators are musicians.
So we're helping musicians kind of unlock new revenue by getting paid for content, not turning them into influencers and not doing anything outside their comfort zone, but essentially redirecting some of the work and the money that goes to influencers, to musicians, you know, if they fit the brief for what that brand's looking for, then in our world, they count as a creator.
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