In this episode of Sound Systems Podcast, Max Bernstein speaks with Chris Herche, a SVP of Music, Operations and Marketing at Create Music Group, about how the company has evolved from a digital rights management platform into a data-driven, community-focused hub for independent music entrepreneurs. Chris shares how Create Music Group supports labels and artists with dashboards, analytics, AI tools, and marketing resources, enabling small operators to compete in a fast-changing music industry.

The conversation explores the transformation of the music industry over the last decade, including the rise of streaming, the growing role of independent labels, and the increasing importance of data and automation. Chris also discusses the ways Create fosters collaboration between labels across regions, helps operators navigate complex workflows, and builds a supportive community around shared goals. He explains how AI and no-code tools enhance efficiency without replacing the human creativity that drives the industry.

Key Takeaways:

• How Create Music Group evolved from rights management to a multi-faceted platform supporting independent labels.
• The growing importance of data dashboards and analytics for frontline label operators.
• How community and collaboration between labels enable shared growth and creative cross-pollination.
• The role of AI and automation in improving workflows while preserving human-driven artistry.
• Strategies for empowering small labels to scale without the resources of major labels.
• The value of hands-on mentorship and supporting young music entrepreneurs in niche genres.

Noteworthy Quotes:

• “I’ve been helping create tools that help labels gather metadata and work more efficiently.” – Chris Herche
• “It’s not about what you can get from someone; it’s about what you can bring and how you can add value.” – Chris Herche
• “You don’t need the same resources as a major label; you need data, cash, marketing, and a great dashboard.” – Chris Herche
• “Being able to build a community within a distributor is really a beautiful thing.” – Chris Herche
• “AI and automation can help workflows, but art and creativity are always human-driven.” – Chris Herche
• “Helping these young entrepreneurs pursue their dreams is the most rewarding part of my work.” – Chris Herche

Key Timestamps:

00:00 - Introduction to Chris Herche and Create Music Group

02:03 - How Create Music Group has evolved over the last four years

04:37 - Changes in the music industry: leaner teams, faster A&R, and data-driven decisions

09:14 - Creating dashboards and tools for independent labels

17:00 - Cross-regional collaboration between labels and operators

19:35 - AI, automation, and workflow improvements

23:49 - Building community and strategic partnerships within Create

26:11 - Supporting young music entrepreneurs and niche genres

31:11 - Trends from Music Biz and the role of AI in music operations

Follow Our Guest, Chris Herche:

• Chris Herche LinkedIn: https://www.linkedin.com/in/chrisherche/
• Create Music Group Website: https://www.createmusicgroup.com/
• Create Music Group LinkedIn: https://www.linkedin.com/company/createmusicgroup/

Follow the Host, Max Bernstein:

• LinkedIn: https://www.linkedin.com/in/mberns01/
• X: https://x.com/relationlco

Follow RELATIONL:

• Website: https://www.relationl.co/
• YouTube: https://www.youtube.com/@relationl
• LinkedIn: https://www.linkedin.com/company/relationl/
• Instagram: https://www.instagram.com/relationlco/