Ask a customer what brought them in for a piece of gear, and chances are that among the reasons they give will be, “My favorite artist uses it,” or “I saw it on YouTube.” There’s no doubt that the right artist or video can trigger a sale—just look at how many major manufacturers invest resources into artist relations and product reviews. Still, driving new business through talent and product reviews doesn’t have to be limited to large companies. There are opportunities for independent music retailers, too. Join artist-relations and marketing expert Dennis Stafford of Organiksol Marketing for this session, and discover vital insights into new ways you can leverage artists, bands and influencers to drive sales. Stafford originally presented this session online as part of 2022 Believe in Music, and he brings it live to The NAMM Show due to popular demand.