EXPERT SPEAKERS SESSION with Andy Factor
FROM LABEL TO LAUNCH: Full-Cycle Release Strategy
Join Andy Factor, veteran A&R executive and co-founder of Everloving Records, for an insider’s guide to running a complete music release campaign. Using The Jack Moves’ Love Machine as a live case study, Andy will break down how an independent label plans, executes, and tracks a major release—from creative conception to global DSP rollout, merchandising, marketing, and international strategy.
This session is designed for independent artists, managers, label and distributor staff, or anyone looking to understand the full lifecycle of a release campaign, even with small teams and limited budgets. Attendees will walk away with practical tools, actionable insights, and real-world examples they can apply to their own projects.
In this workshop, you’ll learn:
How to structure a release from pre-launch planning to post-release analysis
Best practices for aligning artists, labels, and distributors for smooth execution
How to coordinate singles, DSP rollout, press, social, video, and merchandise under one campaign
Strategies for managing international releases and sustaining post-launch momentum
How to measure success through streaming analytics, audience engagement, and sales
Insights from two authentic Everloving Records internal campaign documents
Participants will leave with a clear roadmap for taking their own projects from concept to launch, practical strategies to maximize impact with limited resources, and a deeper understanding of how labels and artists can collaborate effectively throughout every stage of a release.
About Andy Factor:
Music Industry Executive | Co-Founder & Partner, Everloving Records Andy Factor is a veteran music executive with over 30 years of experience in A&R and label leadership. As the former Vice President of A&R at Virgin Records (1987–1999), he shaped the label’s roster, notably as A&R for Ben Harper. In 2000, Andy co-founded Everloving Records (originally Enjoy Records) with J.P. Plunier, launching with Jack Johnson’s platinum-selling Brushfire Fairytales. The label has since championed diverse artists like The Growlers, Inara George, and Michael Andrews, with successes including the UK #1 "Mad World" and soundtracks for Donnie Darko and Dogtown and Z-Boys. As Partner and CEO, Andy drives Everloving’s vision, spanning records, management, and publishing, while navigating the modern music industry with a focus on artist empowerment and innovation.