RBNR Industries

Audienceengineeringfor music.

Audience relationship management (ARM), CRM strategy, campaign delivery and technical support for artists, labels and music organisations.

Direct audience relationships are essential to a lasting music business. They let you reach fans without relying on ever-changing social media algorithms, build loyalty and meaningful connections, and drive ticket, music and merchandise sales. But getting the strategy, systems and delivery working together isn’t always straightforward.

I help artists, managers and music organisations plan, build and run their audience and CRM programmes, with experienced, practical support that fits your team. Together, we can build stronger relationships with fans who have chosen to hear from you, in systems you control.

Let’s talk
What I do

Strategy and delivery
that drives results.

Audience work spans campaigns, platforms and teams. I understand how those parts need to work together and what success looks like, from the technical foundations to the fan experience and commercial results. I can help you work out what needs attention and deliver the work, independently or alongside your existing team.

The RBNR Approach

Build the relationship. Prove the value.

01

Growth

  • Grow your permissioned audience and build richer fan profiles, so you can reach more people directly and understand what matters to them.
02

Engagement

  • Use segmentation, personalisation, dynamic content and automated journeys to deliver relevant messages and creative experiences that build lasting fan connections.
03

Revenue

  • Build campaigns and product workflows that support conversion, retention and loyalty. Connect sales to your marketing activity to understand what drives revenue and use that insight to guide your marketing priorities.
ARM / CRM strategy & systems

Turn your goals into a practical plan, with the platforms, data structures, integrations and documentation needed to deliver it and keep your operation running reliably.

Reporting & optimisation

Measure performance against your goals, test what could work better and turn the findings into clear next steps, so you can improve results and demonstrate CRM’s value inside the business.

Built around your stack

Platform-independent support that fits your existing technology, processes and team. I help you work through technical limitations and get more from your systems, without pushing a preferred platform or making you start again.

Platforms I’ve worked withMailchimp, Dotdigital, Braze, Openstage, Salesforce, Laylo, co:brand, Klaviyo, Movable Ink, Shopify, Validity, Dynamics, in-house CRM platforms for UMG and SME, and more.Platform names and logos are included solely to reflect professional experience. Their inclusion does not imply affiliation with, endorsement by or endorsement of any platform listed.

Coming soon.

View Bias
Selected work

Recent client results.

Beatport
The Beatles
Elton John
Gorillaz
Luvcat
The Wombats
Tom Grennan
Sony Music
Warner Music Group
Universal Music Group

Artist photography is CC0 or public domain; other sleeves use original graphic treatments and organisation marks identify selected work. Sources: The Beatles, Elton John, Gorillaz. Their inclusion does not imply endorsement of RBNR Industries Ltd.

Beatport

Direct RBNR Industries engagement

CRM strategic and delivery support, adding capacity to the existing CRM team.

Currentconsulting partner

The Beatles

Delivered while consulting for Big Cookie Digital Ltd

Global CRM delivery across Braze, Dotdigital and SendGrid, including migration, acquisition and lifecycle programmes that grew the database by 15%.

+15%global database growth

Elton John

Delivered while consulting for Big Cookie Digital Ltd

Hands-on BAU and automated journey delivery, doubling the volume of email sent against a core programme KPI.

2×email volume

Gorillaz

Delivered while consulting for Big Cookie Digital Ltd

Best-practice campaign delivery and test-and-learn optimisation, doubling email click-through rate from the point support began.

2×email click-through rate

Beatport is a direct RBNR Industries engagement. All other selected work shown was completed while consulting for Big Cookie Digital Ltd.

Josh Rubner
Josh Rubner

15+ years inside music CRM.

I’m Josh, founder and principal consultant at RBNR Industries. I combine strategic thinking with hands-on delivery, built through work with artist teams, labels and entertainment businesses.

I spent 10 years in CRM at Sony Music and have worked independently since 2024, with wider experience spanning Universal Music, BBC Studios, Pentland Brands and the finance sector.

My job is to work alongside your team, help you achieve your goals and build a stronger CRM operation that is documented, portable and ready to support what comes next for your business.

Connect on LinkedIn
Contact

Extra capacity when you need it.

Tell me what’s happening with your audience, systems or delivery workload. I’ll let you know where I can help.

Let’s talk