Influencer Marketing · A&R · Content Strategy
Ultimate Ears Pro
Most pro audio brands market to general consumers. Ultimate Ears Pro's customers are professional musicians — a much more discerning audience that doesn't respond to typical influencer marketing. I shifted the strategy completely.
The Challenge Pro audio brands almost always market to general consumers. The problem? Ultimate Ears Pro's customers are professional musicians — and they can tell immediately when a brand doesn't get them. Generic influencer campaigns weren't going to cut it. The strategy needed to change.
What I Did I stopped looking at follower counts and started looking at tour schedules. I built a roster of real, working musicians who were well respected within the touring industry — artists who were actually on the road, playing with major acts, and living inside the gear they use every night. People the UE Pro community would genuinely look up to or even work side by side with. Influencer marketing is the new “word of mouth” marketing. If you’re looking for IEM’s, who are you going to ask? A random person on the internet or your band mate? So what if we brought the band mates to us?
Each quarter I brought on a group of diverse musicians, handling everything from scouting and outreach to supporting their IEM needs on tour and in the studio. These weren't transactional deals — they were real relationships built over time.
Out of those relationships came UE PRO: All Access, an original content series I created from scratch. Rig rundowns, honest interviews, real musicians. We ran two full seasons and every single person featured was someone I personally signed and worked with.
The Result The series outperformed standard social content across the board. When your audience is musicians, authenticity isn't a nice-to-have — it's everything. The community around each artist drove serious word-of-mouth and referral sales that you just can't buy with a typical campaign.
UE PRO: All Access - Original Content Series
An Original Series, Conceived & Produced by Maria Boyd
Building the roster was only half the story. Once I had the right musicians in place, I wanted to give them a real platform to shine. Something that felt authentic to who they were and meaningful to the UE Pro community. That's where UE PRO: All Access came in.
I felt like something was missing from UE Pro's content online. It wasn't speaking to anyone. So I took the strategy I had already built and used it as the foundation for something new.
The concept was simple: highlight the real musicians we were actually working with. Not the big headliners, but the touring professionals who live in this gear every night on stage. These were the people our audience respected, related to, and trusted. The people building the bands, choosing the gear, and wearing IEMs every single day of their lives.
From a brand perspective, leading with aspirational artist content looks great but doesn't convert. Real working musicians aren't trying to be shiny artists. They just want great gear that works for them while they're out there doing the job. But beyond the strategy, this was also about giving that community something they rarely get: a real spotlight. These musicians deserved to be seen, and UE Pro was in a unique position to do that.
I developed the format, cast every episode from my roster, and produced two full seasons. The result was content that felt worth watching because the people in it were worth listening to.
Zack Fenske - Guitarist
Tate McCrae, DojaCat
CRYS - Vocalist
Christian Latin Pop Singer
View full series on Instagram
Edwin Carranza - Music Director, Producer, Bassist
Sabrina Carpenter, Camilla Cabello, Tinashe
The Result
The numbers told part of the story. Collaborative posts with each musician expanded reach directly into the communities that mattered most. More touring professionals entered the UE Pro ecosystem. Even musicians who had been with competitors made the switch. The content outperformed standard social posts across the board.
But the bigger shift was in how the brand was perceived.
By building a roster of real, working musicians and giving them a genuine platform, UE Pro stopped feeling like a brand talking at its audience and started feeling like a brand that was part of their world. The content series put real faces and real stories behind the product. The relationships we built and nurtured created advocates who showed up for the brand not because they were paid to, but because they felt seen and valued.
The strategy turned a product into a community. The content series gave that community a voice. And the loyalty that followed was the result of treating people right from the very beginning.