This week on the New Music Business podcast, Ari sits down with Dee Diaz, Vice President of Marketing at Reach Records.
At Indie Week 2026, Dee shares the innovative marketing strategies behind Lecrae’s Reconstruction album campaign, which helped propel the project to a Billboard Top 10 debut. From sending exclusive mailers to the label’s most loyal fans. To building a gamified direct-to-fan platform called The Workshop, Dee reveals how Reach Records prioritized community, superfans, and authentic artist engagement over chasing algorithms.
Find Dee Diaz:
https://www.instagram.com/deediaz_/
https://www.instagram.com/reachrecords/
Check out Ari’s Take:
https://aristake.com
05:06 - Meet Dee Diaz and Reach Records
08:47 - The History of Reach Records and Lecrae
12:31 - Building the Reconstruction Campaign
15:07 - The 1,000 Fan Mailer Strategy
16:19 - Creating The Workshop Fan Community
19:37 - Turning Superfans Into Brand Ambassadors
29:09 - Community Service as Music Marketing
37:39 - The Story Behind “Coming In Hot”
43:29 - Why TikTok Doesn't Convert Like It Used To
46:17 - What It Means to Make It in the New Music Business
47:00 - Audience Q&A
Edited and mixed by Ruben Zarate
Music by Brassroots District
Produced by the team at Ari’s Take
Order the THIRD EDITION of How to Make It in the New Music Business: https://book.aristake.com
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