Adam Gross, President of Reggae Record Label Ineffable Records, says his company is witnessing a surge in the catalog’s streams, with a remarkable 50% increase year over year across all platforms.
“Our approach has always been about marrying the ear and the creative with the data,” Adam explains in a post on Instagram on Thursday. “We believe in the power of understanding our audience’s preferences while staying true to the artistic integrity of our musicians.”
Ineffable Records, a subsidiary of Ineffable Music, is the second largest reggae music label in the U.S. in terms of market share and home to Billboard’s 2023 Year-End #1 living reggae act, Stick Figure.
Although Stick Figure, Ineffable Management’s top act, does not have a song surpassing 100 million streams on Spotify, their albums, “Wisdom,” “World On Fire” and “Set In Stone” were ranked No. 4, No. 6 and No. 7 on Billboard 2023 Reggae Albums Of The Year respectively.
This exponential growth for Ineffable seem to be more than just a stroke of luck, but a result of a meticulously crafted audience growth strategy that seamlessly blends the artistic vision with data-driven insights.
“This growth is driven by a consistent & effective audience growth strategy, marrying the ear/creative with the data,” he said.
The 29 year old music executive further explains, “Our artists’ success doesn’t just benefit them individually.” Adding, “It contributes to the overall ecosystems of the music scenes we operate in, fostering a compounding effect that elevates everyone involved.”
Gross told World Music Views that his record company, “releases 400 songs per year” and among the acts Ineffable either distribute or sign include Sean Paul, Protoje, The Elovators Anthony B, Konshens and Collie Buddz.
He further explains that there is a symbiotic relationship between artist growth and catalog expansion which creates a powerful cycle of momentum and exposure.
“As our artists rise, their new releases and back catalogs both gain more streams, creating a powerful cycle of growth & exposure,” he stated.
Ineffable Live, sister company to Ineffable Records which is the proprietor of several renowned festival venues, including The Catalyst in Santa Cruz, Ventura Music Hall, Cornerstone in Berkeley, The Golden State Theatre in Monterey, The Fremont Theatre in SLO, and Felton Music Hall. Additionally, the company holds ownership stakes in prominent festivals such as Levitate Music Festival and Cali Roots, along with various other venues and festivals. Ineffable Live’s services extend beyond ownership, encompassing talent buying and promotion for a diverse array of venues and events.
In the 2023 International Federation of the Phonographic Industry (IFPI) Engaging With Music Report, Reggae ranked as the 10th most listened genre of music globally for a second year.
The data released on December 11 2023, delves into how music enthusiasts engage with and discover new tunes.
