In the third edition of Downtown and the Association for Electronic Music (AFEM)’s editorial series, we explore the world of user-generated content (UGC). You can read our previous editions on Fandom and Musicology here.

From YouTube and TikTok to Instagram, UGC platforms are now core to how music is discovered, shared, and monetized. But for many independent artists, producers, and rightsholders, the rules around rights, attribution, and revenue can feel confusing.

With years of experience in digital strategy, rights management, and platform partnerships, Matt Whitmire, VP of Business Development at FUGA, breaks down the mechanics of UGC to help artists and teams protect their work, promote it more effectively, and get paid.

This second installment in his series focuses on promotion: how artists can be intentional on YouTube, TikTok, and Instagram to build visibility and long-term fan engagement.

Read on the Downtown Journal.