Today we’d like to introduce you to Alex Steininger.
Hi Alex, so excited to have you with us today. What can you tell us about your story?
Alex Steininger (Artist Relations + Publicity/Marketing + Management + Record Label owner)
For Alex Steininger, music has never just been a job, it’s been a way of life. For more than 30 years, he’s been writing about it, promoting it, working behind the scenes, and, most importantly, rooting for artists.
Alex’s journey began in 1995, writing about local and national bands for AOL’s ChipNet. When AOL shut the publication down two years later, Alex and his lifelong friend Ryan O’Neill decided to build something of their own. They launched In Music We Trust Magazine, an independent online music magazine at a time when the internet was still figuring out what it could become. The site quickly developed a devoted audience by covering everything from emerging local acts to established national artists, with a simple philosophy: if the music was good, it was worth listening to. Billboard took notice, recognizing In Music We Trust for championing the little guy.
From there, Alex found himself increasingly on the business side of the music world. He worked in marketing and label relations at N.A.I.L. Distribution and Burnside Distribution, helping independent artists and labels navigate the often complicated path from making records to getting them into people’s hands.
In 2003, he joined CD Baby as Vice President of Marketing & Business Relations. During his time there, he helped build relationships with Amazon, Ryko Distribution, Super D, and others, while working closely with artists, labels, retailers, and the rapidly emerging world of digital music. It was a front-row seat to one of the biggest transformations the music business had ever seen.
But Alex never really left the independent music world behind. In 2007, he returned his full attention to In Music We Trust, expanding it into a music company encompassing publicity, artist management, label services, marketing, distribution support, and consulting. Over the years, his work has helped artists find audiences and earn attention from Rolling Stone, Pitchfork, SPIN, The New York Times, Los Angeles Times, MSNBC, FOX News, The Daily Show, Last Call with Carson Daly, and many others.
Through all of those chapters, the constant has been Alex’s belief in artists and his love for the music community. Whether he’s helping an emerging band get its first national press, working with an independent label, connecting people behind the scenes, or simply showing up to support a Portland artist, he’s always been interested in the same thing: helping good music find the people who need to hear it.
As an Oregon Music Hall of Fame board member, Alex is proud to help celebrate, preserve, and support the extraordinary music history of Oregon.
We all face challenges, but looking back would you describe it as a relatively smooth road?
The music business is never a smooth road. Tons of great times, tons of laughs, tons of friends made, and tons of memories that will last a lifetime. But, there have been struggles. Economically and financially, it’s always a struggle. Making a buck to continue on and make a living in this industry is a grind. You need to work hard, relentlessly, and never be discouraged.
The music industry is full of struggles – you’re dealing with a hard market, a hard way to make a living, and you’re dealing with artists and commerce, which often are like oil and water. There are always struggles there.
As for specific struggles, I’ve been in the industry long enough to work for both physical and digital distributors. In the physical distribution world, it was always a struggle to get your product into retail outlets, spaces that have finite shelf space. And, once on the record store’s shelves, getting people out there to buy your music. Then came digital, and your music is everywhere everyone else’s is. So, it’s like pissing in the ocean, how do you get recognized when you’re competing with everyone?
Other struggles, just financing records you love and have them not recoup, managing artists you love and seeing artists that you think aren’t at their level ascend quicker and higher, and believing in the art your clients’ create, and working hard to get them noticed in a sea of everyone else trying to do the same.
As you know, we’re big fans of In Music We Trust. For our readers who might not be as familiar what can you tell them about the brand?
In Music We Trust is my baby, my brain child. It is an independent music company specializing in artist management, record label services, publicity, marketing, and helping independent artists and labels build meaningful connections with audiences. I founded it with a real love of music and a belief in the artists and bands who make it. I’ve spent more than 30 years championing independent music, discovering great artists, and helping deserving music find the audience I think it deserves.
What sets In Music We Trust apart is our experience, perspective, and personal approach. I’ve been on nearly every side of the music business: as music journalist, promoter, marketing representative, label executive, manager, and working at my distributors. While doing this, I’ve always been an advocate for independent artists. I understand how the industry works, but I also understand what it’s like to be an artist trying to navigate it. I’m not interested in cookie-cutter campaigns or treating artists like products. I believe in building relationships, finding each artist’s unique story, and creating opportunities that make sense for their music, career, and goals.
In Music We Trust started in 1997, when my friend Ryan and I launched In Music We Trust Magazine as an online music publication. What began as a way to celebrate great music, from emerging local bands to established national acts, eventually grew into a multifaceted music company. Along the way, In Music We Trust’s work and commitment to independent music earned recognition from Billboard Magazine, and as a publicist I’ve helped artists receive coverage and exposure from outlets including Rolling Stone, Pitchfork, SPIN, The New York Times, Los Angeles Times, MSNBC, FOX News, Last Call with Carson Daly, The Daily Show, and many others.
Here I am, all these later, and with In Music We Trust I still bring that same independent spirit and enthusiasm to everything IMWT does and puts it’s name on. Whether I’m developing an artist’s career, securing meaningful press coverage, creating marketing strategies, supporting an independent label, or helping connect the dots behind the scenes, my goal is always the same: to help good music reach more people.
What I’m most proud of is In Music We Trust’s history of championing independent artists and being part of a music community that values creativity, individuality, and authenticity. I’m proud that In Music We Trust has remained independent, artist-focused, and committed to the music for more than three decades. I’ve never believed that an artist needs a major label, a massive budget, or gimmicks to make something meaningful happen. They need great music, a compelling story, the right people in their corner, and someone who genuinely believes in what they’re doing.
At the heart of In Music We Trust’s brand is a simple philosophy: In Music We Trust. It’s more than a name; it’s how I approach everything I do. I believe in the artists, the independent music community, and the power of great music to connect people. And, so I’m proud to spend my time helping make sure that your music gets heard.
Can you share something surprising about yourself?
That’s a good question. Hmm…. I don’t know. I’ll be talking to friends or clients, or even past or potential clients, and mention someone I worked with, or a company I worked with, and they’ll be surprised. “Really? You did press for that label, cool?” Or, “Oh man, I didn’t know you worked with them, that’s great.” So, probably my 30 year history working with local, national, and even international acts and all I’ve done, eventually if someone digs deep enough or asks enough questions, they’ll be surprised, even if they think they know me and In Music We Trust’s work.
Pricing:
- All my campaigns are targeted and fitted to meet someone’s budget. I can discuss and talk to a potential client, see what they want to accomplish, where they want to go, and price out a campaign within their budget for them.
Contact Info:
- Website: http://www.inmusicwetrust.com
- Instagram: http://www.instagram.com/aleximwt
- Facebook: https://www.facebook.com/asteininger/
- LinkedIn: https://www.linkedin.com/in/alex-steininger
- Twitter: http://www.x.com/inmusicwetrust
