As the music industry continues to evolve beyond traditional press cycles, MP3 LABS, formerly known as MP3 PR, has entered the landscape with a broader, more integrated approach to artist and festival growth.
Launched on January 27 by founder Franz Hilberath, the agency expands beyond the award-winning foundation of MP3 PR into a three-pillar structure where public relations, marketing, and partnerships come together under one strategic framework.
With its new direction, MP3 LABS reflects a changing ecosystem where visibility is no longer defined by coverage alone, but by how effectively a narrative travels across platforms, live experiences, brand alignments, and digital communities. Representing a roster that includes GRiZ, Zeds Dead, DJ Snake, Levity, and Tape B, the agency positions itself at the intersection of both editorial credibility and long-term cultural relevance.
Following the launch, The Daily Frequency spoke with Hilberath, his VP of PR, Riley, and Lee, Head Of Sposnorships, about building narratives that stick, aligning culture with strategy, and what this next phase means for artists operating in today’s landscape.
Check out the full interview with MP3 Labs below.
Franz Hilberath – Founder/ CEO
DF: Congrats on the launch! MP3 LABS marks a clear evolution from MP3 PR, expanding into marketing and partnership strategies alongside editorial press. What prompted the decision to broaden the scope of the agency, and what shifts in the industry helped shape that direction?
Franz: We’ve always prided ourselves on being proactive about the real needs of artists and festivals. My past experience at traditional PR agencies, many of which were unwilling to evolve beyond legacy models, made it clear there was a gap that needed to be filled. Today, culture and information are largely consumed through IRL experiences, social platforms, and community-driven moments. Our shift toward full-spectrum brand management allows us to address those realities head-on, combining modern marketing, partnerships, and activations with strong editorial PR to tell a complete story across every medium that actually matters.
DF: Built on three core pillars, PR, Marketing, and Partnerships, the agency is designed to move beyond announcements toward sustained cultural relevance. How do those pillars work together in practice to create one cohesive narrative for an artist or brand?
Franz: The three pillars aren’t separate departments – they’re interdependent tools that all ladder back to a single narrative. We start by defining the core story: why this artist or brand matters now, what cultural conversation they belong in, and what the long-term arc should look like. PR establishes credibility and context through editorial storytelling. Marketing translates that same narrative into platform-native content and creator amplification, meeting audiences where they actually live. Partnerships extend the story beyond media entirely, placing the artist or brand into real-world moments, collaborations, and ecosystems that reinforce identity without feeling forced.
When those pillars are aligned, nothing exists in isolation. A press feature informs a social series, a social moment supports a partnership, and a partnership creates new editorial angles. Instead of chasing announcements, we’re building living narratives that unfold consistently across media, platforms, and culture over time – that’s how you move from being talked about occasionally to actually being remembered.
DF: The agency emphasizes narrative, or as Donald Miller puts it, building your storybrand as an essential starting point before launching a campaign. How do you define narrative in today’s music landscape, and why is that foundation so important before any rollout begins?
Franz: Narrative today isn’t a slogan or a single press angle – it’s the throughline that explains why someone should care. In a landscape where attention is fragmented and artists are competing not just with each other but with everything on the internet, narrative provides context to the noise. It answers the questions fans, press, and partners are subconsciously asking: Who is this? Why now? Why does this matter? Without that foundation, campaigns become reactive. You end up chasing coverage, trends, or virality without direction. When the narrative is locked, every decision becomes intentional: which platforms matter, which creators align, what stories belong in press versus social, and how a project should unfold over time.
DF: Instead of one-off campaigns, the agency is intentionally roster-focused. What traits do you look for in clients that make them a strong long-term fit?
Franz: Above all else, we look for a good story. We work with some of the biggest artists in the world, but what defines us is our commitment to storytelling – whether that’s for a headliner or a grassroots, underground artist. We gravitate toward artists and brands with integrity, a clear point of view, and an understanding of what it takes to create meaningful impact through their art and their relationship with fans. Scale matters less than substance.
DF: You’ve been quoted as saying, “We define why a story matters now, where it belongs culturally, and how it should unfold over time.” How important is it for an artist or brand to identify a clear “why” while defining their narrative?
Franz: The “why” is everything. It’s the difference between making noise and making impact. When an artist or brand understands why their story matters right now, it guides every decision – from where the story lives to how it evolves over time. Without that clarity, campaigns become scattered. With it, every moment compounds, and visibility turns into real cultural momentum.
DF: Looking forward, what do you hope to accomplish with this new direction and how do you define your own “why”?
Franz: Our “why” has never changed: to make a meaningful impact for the artists and festivals that have made such an impact on us. We exist to contribute to culture and community by amplifying music makers and serving as thoughtful storytellers between artists and fans. We aim to do this with integrity and initiative – doing right by artists, collaborators, and the media partners we work with. We operate as an embedded extension of our clients’ teams, not a detached third-party agency. That mindset is how we ensure releases, tours, festivals, and moments are handled with the care and intention they deserve.
Lee Harmon – Head Of Partnerships
DF: Before joining the agency, you worked in athlete sponsorships, including running campaigns with NBA star Jamal Murray and NFL quarterback Justin Herbert. What’s been the biggest adjustment transitioning from sports entertainment into music and festival spaces, and how do you see those experiences shaping the way you approach partnerships?
Lee: The biggest adjustment is helping educate brands on what electronic music partnerships can do for their exposure, but at the end of the day, it is the same approach. Leading with great stories and finding the right brand partners that connect with them, whether our clients are playing at Coachella or in the Super Bowl.
DF: How does the agency approach aligning artists and brands with culturally relevant partners, and what defines a strong, authentic partnership?
Lee: Electronic music is a special community. It started as an underground culture, and authentic partners understand this. We want to work with brands that are additive to the experience and support artists who are still in an underappreciated genre across the music industry. Authentic partnerships come from a mutual respect and appreciation of each other’s values and stories.
DF: How do you see partnership strategy evolving over the next few years within electronic music and festival culture?
Lee: Electronic music artists, out of necessity, have become their own “production companies.” Consistently creating content, managing social media platforms, throwing their own in-person events, selling merchandise…oh, and they make amazing music. Once brands realize that partnering with an artist in this space is a more collaborative process, it will open more doors than traditional marketing. Look at Coachella’s 2026 lineup; it is almost 50% electronic music artists. The space is growing, and the first brands to collaborate in an authentic way are going to be happy they did.
Riley Lopez – VP Of Public Relations
DF: You’ve been promoted from MP3 PR’s Lead Publicist to Vice President of Public Relations. How has your role evolved in this new direction, and what is your primary focus as VP of Public Relations?
Riley: My role as Vice President of Public Relations is a natural extension of the work I’ve already been doing, but with a stronger emphasis on leadership, strategy, and team support. I’m focused on empowering the team wherever needed, drawing from my experience working with some of the world’s leading festivals, Hangout, Seismic, HARD Summer, and CRSSD, as well as artists like DJ Snake, Kayzo, and Eli Brown.
Those experiences have shaped my perspective and strengthened my confidence, and I’m always eager to share that knowledge and be a resource for the team. At the agency, decision-making is often one of the most challenging but important parts of the job. Franz and I work closely and collaboratively, taking a thoughtful, big-picture approach to ensure decisions serve not just individual campaigns, but the long-term growth of the team and the company. That collaborative mindset is central to how I approach this role.
DF: You’ve worked with emerging artists, large-scale festivals like Lost Lands, and global acts such as DJ Snake. How does your approach shift depending on where an artist or event is in its development, and what elements remain the same?
Riley: Knowing your audience is always the foundation of my approach, no matter the scale of the artist or event. With emerging artists, the focus is often on building a clear narrative, establishing who they are, what they stand for, and how they connect with their growing fanbase.
For large-scale festivals like Lost Lands, it’s about understanding the community at the core of the event and amplifying the experience that fans already feel deeply connected to. When working with global acts like DJ Snake, the approach shifts toward refining and evolving an already established story. At that level, it’s less about introducing the artist and more about identifying where there’s room to grow, whether that’s highlighting new creative directions, reaching new audiences, or showcasing different sides of the artist that fans may not have seen before. What remains consistent across all stages is staying authentic to the artist or event’s identity and making sure every campaign speaks directly to the audience it’s meant for.
DF: As the agency grows, what excites you most about shaping the PR philosophy at this stage of its evolution?Riley: I’ve always connected deeply with the ethos Franz and I established from day one. I started working with him in late 2023 while traveling in Europe, and while I learned a lot at my previous agency, I realized I work best when supporting artists and events I genuinely love and am passionate about. That approach naturally elevates the energy and care we put into every campaign. As the agency continues to grow, I’m especially excited about expanding the ways we provide value beyond traditional PR. I’d love to integrate social media strategy and paid advertising more closely with our campaigns, aligning these efforts seamlessly with PR to tell bigger, more cohesive stories. With our team wearing many hats across brand development, marketing, sponsorships, and more, it’s thrilling to excel in these areas and continue building a philosophy that truly blends creativity, strategy, and genuine fan connection.
