07 Jul The Very First Music Marketing Agency
The year 2000 marked a pivotal moment with the launch of OurGig.com, the first-ever music marketing agency. Founded by Frank Moten, the company set out to transform how artists and labels approached promotion in a rapidly evolving digital age. But the foundation for this groundbreaking agency was laid much earlier, deeply rooted in Frank’s passion for music, technology, and innovative thinking.
The concept for OurGig.com began taking shape several years before its official launch. During this formative period, Frank worked on tribute projects honoring the late jazz legend Dizzy Gillespie, who had been both a mentor and a close friend. These projects introduced Frank to the possibilities of digital music distribution through Sonicnet, a platform operated by MTV and VH1. While Sonicnet allowed music downloads, it lacked a payment system—a limitation that sparked an important question for Frank: Could there be a better way to connect musicians with their audiences in the emerging digital landscape?
At the time, Frank was working as a project manager in software development and data warehousing for Ernst & Young Consulting, a role that kept him traveling extensively throughout the year. Living out of extended-stay hotels, he spent his free time not on relaxation but on refining a bold new idea. Frank saw the growing shift in how music was being consumed and shared, and he recognized the need for a solution that could meet this transformation head-on. His forward-thinking vision became the blueprint for what would eventually become OurGig.com.
When OurGig.com officially launched in 2000, the agency initially focused on promoting concerts in New York, Chicago, San Diego, and smaller cities within those regions. Over time, their services expanded to include website creation, merchandise development, and digital PR for musicians. What set them apart was their ability to deliver high-quality work at an affordable price—something that was rare at the time. As the internet rapidly grew, Frank saw its untapped potential for marketing within the music industry. By 2003, OurGig.com became the first agency to develop strategies around MySpace, a then-emerging platform that soon became essential for artists to connect with their fans.
One of the agency’s most notable contributions was introducing innovative approaches to digital advertising by blending online ads with traditional promotional methods. When Google Ads entered the scene, OurGig.com was the first to introduce musicians and labels to pay-per-click advertising, a game-changing strategy for independent artists aiming to reach specific audiences. These groundbreaking efforts, combined with other creative marketing techniques, leveled the playing field for smaller labels and emerging artists, enabling them to compete with major industry players on a much larger scale.
Over the years, OurGig.com has worked with a diverse range of clients, from rising stars to internationally acclaimed artists. Grammy-winning saxophonist David Sanborn, one of the agency’s standout clients, praised their work, saying, Their contributions have been invaluable to me, and I’m incredibly grateful for what they’ve done. The agency’s impressive roster also includes collaborations with BeBe Winans, Macy Gray, Jimmy Buffett, Maysa, Benny Green, and others. Beyond individual artists, OurGig.com has partnered with influential organizations such as Shelly Bay Music, The Clyde Otis Music Group, Hidden Beach Recordings, Southland Publishing, Prince Igor Entertainment, and Gail Boyd Artist Management.
Now, with more than 25 years of experience, OurGig.com continues to push boundaries in music marketing. The agency offers a suite of modern services tailored to today’s digital landscape, including playlist promotion, social media content creation, email campaigns, premium artwork and website design. Recently, they reached a significant milestone by gaining access to major-label-level music distribution tools. This advancement allows independent artists and smaller labels to leverage cutting-edge strategies and resources while maintaining full control over their creative work.
Frank Moten’s vision for OurGig.com has always been rooted in empowering musicians—helping them stand out, connect with their audiences, and monetize their art effectively in an ever-changing industry. From its early days focused on event promotion to its current status as a leader in digital marketing, the agency has remained steadfast in its mission. For independent artists navigating today’s complex music landscape, OurGig.com continues to serve as a trusted partner, offering innovative strategies, technical expertise, and an unwavering commitment to their success in the digital era.