Shaping Starpower: How Raffi Keuhnelian and Anto Dotcom Built A Music Marketing Empire

Over the course of 15 years, MPT Agency, founded by Raffi Keuhnelian and Anto Dotcom, has mastered the art of getting artists heard and discovered by fans across the globe. The music publicity, promotion and marketing agency serves as a bridge between music executives and artists that can create longevity by accelerating their careers. Together, Keuhnelian and Dotcom have grown an agency that has succeeded with a range of international acts from A-listers to garage bands. As they continue to grow this roster, they use digital tools to stay ahead of the curve.

Artists have been finding their wings with the company since its first office opened in Montreal, Canada. Now the team works with acts from the three major labels as well as hundreds of emerging artists, shaping their stories and images they need to make their mark in the industry.

One of their many success stories is Colin Brittain, who went from being a hobbyist producer to supporting artists in their journey to the Billboard charts. After a brief exposure campaign and strategic collaboration with MPT Agency, the young producer built a presence that attracted collaborators including Papa Roach, 5 Seconds of Summer, and the Jonas Brothers.

This year has been defined by the explosion of non-western music markets. With a team of 20 across four continents, Keuhnelian and Dotcom have their eyes set on the next billion streamers. In 2023, MPT Agency worked with Warner Music Group, Universal Music Group and Sony Music Entertainment to ignite careers in Brazil, Germany, Mexico, Japan, Ukraine, Korea, and Nigeria. These efforts generated over 1.2 billion views a month and resulted in three major label signings. Most notably, MPT Agency recently supported K-pop group FIFTY FIFTY in its inclusion on the Barbie soundtrack. Keuhnelian and Dotcom’s efforts have proven that the music business is a global affair and they are leading the new trend. 

As the music business continues to expand globally, consumption habits are evolving with it. MPT Agency’s hybrid approach combines exposure marketing and career development to help artists develop sustainable careers in a modern music landscape that prizes virality. “Premium streamers are a niche of the past,” Keuhnelian explains, “Today the ultimate engaged fans are the communities, the listening groups, tastemakers, influencers, bloggers, and readers; they hold the balance of power in a song’s viral uptake. When it comes to igniting a career overseas, harnessing the power of these communities can build overnight empires if the sound is right.” MPT Agency approaches fanbase creation and growth by integrating artist branding with niche communities everywhere, from the traditional social media landscape of YouTube Shorts, TikTok & Instagram, to the self-propelled communities on Reddit, Discord and key music blogs.

The globalization of the music industry has been accelerated by technology, a fact that MPT Agency not only recognizes but incorporates into its mission. Dotcom and Keuhnelian further committed themselves to being ahead of the curve when they launched the Virtual Publicist service, which leverages AI, databases and more to streamline publicity campaign management and outreach. This unique platform gives users affordable and accessible support as they navigate their careers.

“Artists and labels need to partner with us fully, or their tracks will miss the beat,” says Dotcom. “While leveraging their streaming presence to conquer global markets is just the beginning, it is the hands-on development we give debut artists that allows them to navigate those once-in-a-lifetime situations. Meeting managers, executives, and publishers—this is what the artist needs to do with the presence and exposure we are giving them. We build the foundations for what will be a chart-topping career and make sure their network is hooked on the message.”

In an ever-shifting market, Anto Dotcom and Raffi Keuhnelian have reimagined the path artists must follow to reach their dreams. If you are primed for the spotlight, look to leverage Keuhnelian and Dotcom’s marketing expertise by visiting MPT Agency and Virtual Publicist.