How Joe Aboud Of 444 Sounds Is Helping To Make the Entertainment Industry More Diverse and Representative
An Interview With Guernslye Honoré
No matter how good the vibe is with a client or artist, always have contracts in place. Clear agreements prevent miscommunication, protect your work, and ensure everyone understands expectations. It’s not about distrust — it’s about professionalism and longevity. I’ve been too trusting and lax with previous clients, and it has backfired.
As a part of my series about leaders helping to make the entertainment industry more diverse and representative, I had the distinct pleasure of interviewing Joe Aboud.
Joe Aboud is a music executive at the intersection of artist development, marketing, and commerce. His music consultancy firm — 444 Sounds — oversees strategy & promotion for clients including record labels, distributors, artist managers, as well as both signed & independent artists. Here, he works with clients like Warner Records/Major Recordings, Concord Music Group, Sony Music, UnitedMasters, Brianna Mazzola, Cash Cash, Anees, and Tank God, among others to provide additional customized services for results-driven artist growth. In addition to an artist management arm, the company delivers marketing solutions for artists & records, with an emphasis on fan community building.
Previously, Aboud most recently led marketing and streaming for independent label HITCO, working with artists such as 2x GRAMMY Award-Winner SAINt JHN, Jennifer Lopez, Dixie D’Amelio, and the Dalai Lama (yes, you read that correctly). He also was at Atlantic Records, where he facilitated marketing plans for GRAMMY-Award winning & nominated projects including Elderbrook and Anitta, as well as multi-platinum artists Clean Bandit, Skrillex, David Guetta, Cash Cash and more. In the early days of Apple Music, Aboud worked at the streaming service on the Artist & Label Relations team where he developed internal tools, policies, and best practices for its launch. Beyond his day job, he’s an Advisory Board Member for Musicians on Call and has been an NYU alumni mentor.
Thank you so much for joining us in this interview series! Can you tell us a story about what brought you to this specific career path?
While working at my previous full-time job at a record label, the label’s catalogue was sold and I consulted for the parent company to manage the acquisition. That consultancy allowed me the freedom to entertain some other gigs, which snowballed into me having a full client roster. I quickly realized I needed to build out a team to support me and decided to take the leap to formalize my own firm!
Can you share the most interesting story that happened to you since you began your career?
I got my foot in the door in music in high school. I had a chance encounter with a label executive after winning tickets to a showcase on the radio, and she took a chance on me. I’ll never forget the opportunity she gave me to start my career.
Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
This isn’t a funny mistake, but I was initially resistant to building a team because I figured it was more pressure and responsibility. I wish I hadn’t waited so long to do that — a great team lifts you up!
Ok, thank you for all that. Let’s now jump to the main focus of our discussion. Can you describe how you are helping to make popular culture more representative of the US population?
The US population is extremely diverse. I’m grateful to have the opportunity to make decisions about the talent I want to represent on the company’s roster. At 444 Sounds, we support artists of all backgrounds and choose to share unique stories from artists in communities that historically have been underrepresented.
Can you tell us a story about a particular individual who was impacted by the work you are doing?
One of our clients, Empire Fall, has been working with us to support the highly engaged fanbase they have built. We have multiplied their monthly listeners on Spotify and just crossed the 100,000 threshold! It’s a big milestone for us that unlocks new opportunities and gives the project additional credibility.
As an insider, this might be obvious to you, but I think it’s instructive to articulate this for the public who might not have the same inside knowledge. Can you share three reasons with our readers about why it’s really important to have diversity represented in Entertainment and its potential effects on our culture?
Diversity in entertainment is not just about representation — it’s about shaping culture, expanding perspectives, and driving innovation. My three reasons would be:
- Authenticity and Representation Matter — When diverse voices are included in the entertainment we consume, audiences get to see themselves represented. This is meaningful because it fosters a sense of belonging, validation, and empowerment.
- Cultural Growth and Understanding — Exposure to different perspectives in music & media broadens societal understanding and empathy. When people experience stories from cultures different from their own, it challenges stereotypes and breaks down barriers.
- Innovation and Market Growth — Diversity fuels creativity. The most groundbreaking output often emerges when different influences collide. Entertainment is a global industry, and inclusive storytelling helps brands and artists connect with wider audiences, creating cultural moments that resonate worldwide.
Can you recommend three things the community/society/the industry can do to help address the root of the diversity issues in the entertainment business?
Addressing diversity issues in entertainment requires intentional effort from the industry, community, and society as a whole. If we commit to long-term investment, accountability, and support, we can create an entertainment landscape that truly reflects the diversity of the world around us. Three potential solutions include:
- Invest in Underrepresented Communities — One of the biggest barriers to diversity is access. The industry must actively create pipelines for diverse talent (e.g. mentorship, scholarships, grants, development programs, etc.) so that artists & executives can have a more inclusive future.
- Hold Gatekeepers Accountable — Decision-makers in entertainment (labels, DSPs, booking agents) need to recognize their role in shaping the culture. This means hiring diverse leadership, and making sure stories from all backgrounds are told with authenticity.
- Support Diverse Creators Directly — Actively supporting music and content created by diverse artists (streaming, buying merch, buying concert tickets, etc.) sends a message to the industry that these voices matter.
How do you define “Leadership”? Can you explain what you mean or give an example?
To me, leadership is empowering a team to collaborate towards a clear vision for the future. In this case, my goal as a leader is to help create a safe, trusted environment for artists to thrive and develop a pathway to career success for them.
What are your “5 things I wish someone told me when I first started” and why?
1 . Think of yourself as a brand. The industry is small, and word travels fast. Your reputation will open or close doors before you even walk into the room. Always operate with integrity and professionalism. I’ve witnessed a lot of executives (even those with many accolades) be denigrated by peers because of their reputations.
2 . When running your own business, it’s easy to want to take on every client with a big budget, but business alignment is crucial. Some artists and teams won’t match your vision. Listen to your gut and identify red flags early–whether it’s unrealistic expectations, lack of commitment, or poor communication. I’ve wasted time on many clients with big budgets who lack realistic goals… you’ll never be able to make them happy!
3 . When you’re starting out, it’s easy to undervalue your services just to get clients. But undercutting yourself leads to burnout and sets the wrong expectation. Understand the value you bring and charge rates that reflect your expertise and the impact you provide. It can be challenging to raise rates on a client once you’ve set a precedent. In my experience, the lowest paying clients often tend to be the most difficult.
4 . No matter how good the vibe is with a client or artist, always have contracts in place. Clear agreements prevent miscommunication, protect your work, and ensure everyone understands expectations. It’s not about distrust — it’s about professionalism and longevity. I’ve been too trusting and lax with previous clients, and it has backfired.
5 . You can’t do everything yourself–build a team. At some point, trying to do everything alone will limit your growth. Whether it’s hiring an assistant, outsourcing creative work, or bringing in specialists, building a team lets you focus on what you do best. Speaking from experience, it has changed my life! Scaling smartly is the difference between a side hustle and a sustainable business.
You are a person of enormous influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)
If I could inspire a movement, it would be about economic empowerment in the arts — especially music. I’d create a domestic initiative that provides creatives from all backgrounds with the tools to build sustainable careers in entertainment. Too many talented artists never get a real shot because they lack financial resources. As compared to other countries, the United States lacks significant opportunities to secure grants and other means of funding.
Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?
Warren Buffet said “Don’t just satisfy your customers — delight them…Anybody who has happy customers is likely to have a pretty good future.” There are a lot of marketing agencies whose models are quick cash grabs in exchange for a high turnover of unhappy customers. It’s in 444 Sounds’ best interest to make sure that every client who walks away from working with us has an exceptional experience and would tell 10 of their friends about it.
Is there a person in the world, or in the US whom you would love to have a private breakfast or lunch with, and why? He or she might just see this, especially if we tag them. :-)
Probably David Geffen, I’d love to just pick his brain!
How can our readers follow you on social media?
Connect with us on Instagram: @joeab0ud @fourfourfoursounds
This was very meaningful, thank you so much!
Thank you for having me!
About the interviewer: Guernslye Honoré, affectionately known as “Gee-Gee”, is an amalgamation of creativity, vision, and endless enthusiasm. She has elegantly twined the worlds of writing, acting, and digital marketing into an inspiring tapestry of achievement. As the creative genius at the heart of Esma Marketing & Publishing, she leads her team to unprecedented heights with her comprehensive understanding of the industry and her innate flair for innovation. Her boundless passion and sense of purpose radiate from every endeavor she undertakes, turning ideas into reality and creating a realm of infinite possibilities. A true dynamo, Gee-Gee’s name has become synonymous with inspirational leadership and the art of creating success.
