# Momentum is Everything: How to Build Hype Before the Drop

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**Date:** March 17, 2026 · 10:30 PM  
**Location:** Downright Austin / Capitol Ballroom ABCD  
**Format:** Panel  
**Track:** Music  
**Reviews:** 0

## Speakers

- **Shelby Rosenthal** — Director, Digital Marketing
- **Sam Alpert** — SVP, Marketing
- **Alec Ellin** — CEO

The teams behind John Summit, FKA Twigs, and The Beaches know every drop needs momentum to land. In this panel, Laylo CEO Alec Ellin sits down with Wasserman Music SVP of Marketing Sam Alpert and AWAL Director of Digital Marketing Shelby Rosenthal to explore how top artists drive fan attention ahead of on-sale day. From surprise superfan presales to Instagram teasers, merch pop-ups, and more, we’ll break down the strategies that fuel demand and drive fans to take action.

## Transcript

No transcript yet. [Upload one](https://hello.sxsw.md/transcript-upload?session=pp1148564-momentum-is-everything-how-to-build-hype-before-the-drop&date=2026-03-17)

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