Thank you for checking out The Industry According To… This series runs each Tuesday and features radio and record industry executives, managers, programmers, talent, artists, and professionals from all areas of the business world. Today’s guest is Michael Starr, Head of Promotion at Glassnote Records. To be considered as a future guest, email me at keithblackboxgroup@gmail.com.
Today we dig into the mind of a veteran promotion pro with a long history of breaking records and navigating the ultra-political world of artist promotion and development: Michael Starr. He is currently the Head of Promotion at Glassnote Records — home to a diverse roster of great artists like Mumford and Sons, Phoenix, Silvana Estrada, and more. He previously held similar roles at Wind-Up and ran his own shop.
So, let’s dive in.
The New Reality
Keith: What’s the biggest difference between breaking a record in 2026 vs. 2006 — and is the job harder or easier today?
Michael: It depends on how you view it, or which side of the bed you happen to wake up on. I remember working rock records 20 years ago: it would take over 30-plus weeks to move a hit record up the chart. From my 10-year tenure at Wind-up Records in the 00s, I can still see the impact because many of those artists & songs remain in the core libraries of many rock stations. Those bands still have touring careers!
I think my biggest question is how many of today’s artists & hits from this decade will still be in core libraries with steady touring careers 2 decades from now? We are all so distracted these days. So much vies for one’s attention daily. You have to be realistic, patient, and steadfast. Building and sustaining any artist’s career takes more time than it did previously, and it truly takes a village.
The Glassnote Secret
Keith: What’s the internal philosophy or secret that allows a boutique label to consistently break artists at a major-label level?
Michael: Glassnote punches above its weight because of our founder, Daniel Glass, and our GM, Chris Scully. This summer I celebrate my 15th anniversary at the label. Not a week goes by where I don’t learn something from both of them. Daniel is the driving force and the ultimate mentor. The man runs circles around most people, and his enthusiasm and energy are genuine! He relishes not only the music and the biz — Daniel also lives his life to the fullest. Chris keeps me and the staff on the rails. He is the one I turn to anytime I feel stuck. In fact, the screen image on my phone when I call him is a Peanuts comic strip image of Lucy offering therapy for a nickel!
A 10 vs. a 4
Keith: To your ears they’re a 10, but the data says they’re a 4. In 2026, who wins — your ears or the algorithm?
Michael: I believe the ears still win. Sure, I could pontificate about analytics, social media, AI, blah, blah, blah…. At the end of the day, it still comes down to the music at Glassnote, and feeling it in your gut. This explains our diverse roster, which ranges from Mumford & Sons, Silvana Estrada, bby, Phoenix, Jade Bird, Talia Rae, Hamilton Leithauser, Two Door Cinema Club, Patrick Martin, and more. “Our best is yet to come!” is the attitude I’d prefer to carry into the future.
The Importance of Data
Keith: Where does data fit within your role at Glassnote — does it dictate tactics, timelines, singles?
Michael: My most recent example comes from our latest single from MUMFORD & SONS — a collaboration with Chris Stapleton for the single, “Here.” To begin this year, we delivered an 11-week #1 AAA smash and #1 ALT single with “Rubber Band Man (w/ Hozier).” When the album Prizefighter came out on February 20th, some programmers were pressing me on the follow-up single. My stance was, “What’s your rush?” We wanted to spend the first two to three weeks watching the data and streams to see what listeners gravitated to.
It was very easy to identify that “Here (w/ Chris Stapleton)” was the obvious contender. It wasn’t even the DSP focus track. But it continues to be the #1 streaming track on the album, is #1 Americana for multiple weeks, and is now Top 10 AAA. Heck, it’s even in rotation on SXM’s The Highway!
Hacking the System
Keith: How do you use the system to break an artist who isn’t built for the system?
Michael: This is where I tip my hat to the NonComm and Triple A format. Daniel Glass and I were just at NonComm in Philadelphia to connect with our partners from that great group of radio stations. It’s honestly how we initially launched each of those artists. That format’s hunger for music discovery and the camaraderie among stations and their listeners provide an early litmus test of the potential an artist and their music can deliver.
The Real Reason Some Fail
Keith: How often does a song fail not because of the music, but because of politics between labels, DSPs, and radio?
Michael: You tell me! We can argue that it happens all the time or very rarely. Ultimately, we’re all friends and partners working to release the best music for radio and DSPs to share with their listeners. We’re thrilled when it comes together, and we’re disappointed when it doesn’t. All we can do is learn, grow from it, and move forward.
Is Alternative Still Alternative?
Keith: Has Alternative radio become mainstream, or is there a world of Alt music radio is missing?
Michael: In my opinion, there isn’t a one size fits all answer to succeeding at the ALT format. They are vying for the attention of a mass audience and must cast that net appropriately. Ultimately, they must connect with their city and listeners to remain successful, and gain respect by being part of the local scene. It’s about the brand, and creating a feeling of relatability, making listeners want to be a part of it like many of us felt when grunge exploded in the 90s. We all wanted to be in that club & at that show!
Like all of radio, the bigger challenge is breaking through to the next generation of potential radio P1s who can’t peel their eyes away from 10-second clips on their phones.
I love Alt stations that embody the breadth of the format: loud & heavy, soft & introspective, current & historical—it should really be a journey. I like large, extensive libraries spanning decades. There is so much to cull from. When you blend in all the great music from the present and the past, you offer listeners what ALT truly is, and you keep them tuned in, curious about what will play next.
But can you secure enough advertising to support it and will the PPM meters respond accordingly? That’s where the record store kid in me has to trust the professionals who have been doing this for decades.
AI & Glassnote
Keith: Where do you see AI helping the industry, and what’s your biggest fear?
Michael: If AI can help us all get more accurate information faster and perhaps teach us how to get along again in this crazy world, I’m all for it. Holistically, the more analog we can remain in our personal lives, the better off we’re all going to be regarding our mental and physical health and overall happiness. But that’s just my opinion at this very moment.
The Toughest Call
Keith: What’s the toughest call you’ve ever had to make as head of promo?
Michael: The toughest calls come when I can’t come through on a big ask from any of our partners. You always wish for timing and budgets to align with the goals you set forth with your label, managers, and artists. It just doesn’t always work out, no matter how much you try.
Will The Real Michael Starr Stand Up
Keith: You share the same name as the lead singer of Steel Panther. I can only imagine some of the things that have mistakenly landed in your lap. Care to comment on sharing a name with the other Michael Starr?
Michael: Many years ago at a SxSW in Austin, I remember sitting at Buffalo Billiards hanging with my KROX pals. They were broadcasting live from 6th Street. Steel Panther came to sit down in the booth behind us. My pal, Dave Downey, introduced us; “Michael Starr, meet Michael Starr!” We shook hands and I simply said, “it’s my real name.” His response was, “that’s cool, my real name is Ralph.” Ha!
My IG handle is @michaelstarrrocks, so I’ve been DM’d or tagged more than I care to mention by folks who can’t seem to notice that we look nothing alike.
Even further back (circa 1991), there was Mike Starr from Alice In Chains. I was a massive fan of the ‘Facelift’ album, and a college buddy and I went to the Clash of the Titans tour (Slayer, Megadeth, Anthrax) with Alice In Chains as the opener. After their opening set, I see Mike Starr walking across the floor. I approached him to simply say. “Dude, we have the same name!” He immediately said, “NO WAY!! Show me your ID, what’s your middle name?” We both held our driver’s licenses out and he was so tickled by it that he brought me back to meet the rest of the band. I was 19. It was a cool moment. (RIP, Mike Starr).
Mentorship
Keith: What’s the best advice you have for younger professionals who want to succeed in artist promotion and development?
Michael: Each year for over a decade, I’ve been fortunate to participate in SxSW as a Mentor. I’ll meet with everyone from college students, independent artists and managers, folks pimping ideas and apps, etc..
My best advice comes from a presentation I saw Daniel Glass give to an auditorium full of Sony college reps.
His advice…SHOW UP! Show up each and every day. Show up for work, show up for yourself, show up for your co-workers, your clients, your friends and family. Just keep showing up and good things will come from that!
The Blank Slate
Keith: Blank slate — say anything you want to any sector of the music industry.
Michael: I feel so truly humbled and blessed to be in this industry. This year marks 35 years since I started working at a record store and 25 years doing radio promotion. I want to thank everyone I’ve ever encountered and worked with, from the bottom of my heart. Experiences. Life Lessons. Relationships. Incredible shows. Fantastic music. Personal and professional growth. What a blessing! We’re all in this together. Let’s continue to support each other and lift each other up when needed. Sincerely, thank you for it all!
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Keith Cunningham is a music industry and Rock/Alternative columnist for Barrett Media and the founder of Black Box Group, a modern-modeled creative & strategic consultancy built for brands that need strategies with teeth. He’s the former Master of Mayhem at 95.5 KLOS-FM in Los Angeles for over a decade, a nationwide consultant, and has been repeatedly voted one of America’s top Program Directors and strategic thinkers. Keith has built his career by taking multi-million-dollar brands from worst to first and leading Marconi & Gracie award winners along the way. A data nerd with a rock-and-roll heart, he is an advisory council member for St. Jude fundraising, a fantasy football champion, and lover of his daughters & dogs. Reach him at keithblackboxgroup@gmail.com or on LinkedIn or X.
