We previously reported on the MediaTech Hub Accelerator start-up SongPush here in the blog in November 2023. At that time, we spoke primarily with Co-founder and Co-CEO Markus Cremer about the business model.
A quick recap: The SongPush platform is designed to bring together musicians, content creators, music labels and brands. To do this, the start-up offers a digital marketplace where agreements on advertising campaigns, such as licensing and remuneration, are automated. Anyone wishing to learn more about the business model, the founding story and how SongPush works can read up on it again here.
Two years have passed since that interview. A time in which a lot has happened at SongPush and reason enough for us to sit down with Markus Cremer again to talk about developments to date: about the expansion into the UK at the end of 2025, the planned rebranding and the valuable learnings he has gathered as a founder during this turbulent time. Furthermore: What tips does he have for other founding teams who are also aiming for a rebranding or expansion? Read more in the interview.
MTH Potsdam:
Hello Markus, it’s great that you’ve taken the time for us again. Two years ago, we reported on how ‘SongPush’ is revolutionising music marketing. If we had to find a new headline today: Where do you stand today, and what is currently occupying you the most?
Markus Cremer:
Music remains the central part of our identity because creator marketing simply doesn’t work without music. Currently, we are primarily occupied with how we can make this speed and scalability usable for even more industries and how we can continue to integrate music as a creative driver. Following our successful UK launch, we are also looking at other markets, including the USA.
MTH Potsdam:
Before we come back to the UK launch in a moment, we would like to address another topic: Because when we talk about social media content and music, we inevitably have to talk about AI-generated content and music. How do you deal with the fact that content and music created by AI are increasingly being distributed? Has this already had an impact on your existing business model, or does it affect your future work?
Markus Cremer:
We generally don’t see AI-generated content as a threat, but as an accelerator. Creators use AI today to implement ideas faster or to refine their style. That fits with our basic idea of efficient content production!
At the same time, authentic creator content remains irreplaceable, especially on TikTok. A little thought experiment: The IBM computer Deep Blue beat chess grandmaster Garry Kasparov around the turn of the millennium. Nevertheless: Chess is more popular than ever, and we watch exclusively human vs. human, even though the AI is clearly better. In the end, people are always interested in people, and that is no different on social media. AI content – or AI slop – is currently very widespread, but I am sceptical whether it will stay that way. Of course, I don’t have a crystal ball either!
MTH Potsdam:
You are currently preparing a rebranding, which always carries a certain risk. How did your original users react? And how did your investors react to the pivot and the rebranding? Did you have to do a lot of convincing for both?
Markus Cremer:
I wouldn’t call it a pivot, rather an expansion. The feedback so far has actually been exclusively positive, as more opportunities will open up for both our advertisers and creators!
There is deliberately no fixed date for the rebranding yet. We only want to roll it out finally when the product, communication and market positioning are perfectly aligned. That will take a little while longer.
MTH Potsdam:
Let’s move on to the second major milestone: You launched in the UK at the end of last year. Why Great Britain of all places, one of the toughest and most expensive markets worldwide, and not a ‘simpler’ neighbour?
Markus Cremer:
After the USA, the UK is the most important music market and, with many international top artists, the gateway to the world. The strong presence of all record labels as well as an even higher density of content creators were ultimately the deciding factors!
We are already active in Switzerland and Austria and were able to gather initial experience for a country launch there.
MTH Potsdam:
How did you manage the launch operationally? Did you build a team locally in London or are you steering the expansion remotely from Berlin?
Markus Cremer:
Preparation is everything here. About 90% of the workload occurs in the weeks and months before launch day. We are lucky to be able to steer our expansion centrally from Berlin; that definitely helps in execution with the team. There is no office in London yet, but it is planned for the future!
MTH Potsdam:
If a German start-up knocks on the door tomorrow and says: “We want to go to the UK in a year and carry out a rebranding at the same time”, what three concrete pieces of advice would you give?
Markus Cremer:
Firstly, planning is everything! We divided it into four phases to better control the timeline (divide and conquer). Secondly, leave a 30 per cent buffer in the planning, especially legal and tax processes always take longer than expected. And thirdly, timing! It’s best to avoid phases with a lot of buzz like Black Friday or similar.
MTH Potsdam:
Two years of transformation, rebranding and internationalisation require a lot of stamina. What were the moments when your perseverance was really put to the test and what exactly ensured that you carried on regardless?
Markus Cremer:
Even though growth in a start-up really requires a lot, fun always comes first for us. For us, this is a marathon, not a sprint, and we also see SongPush as a hobby. Also, as a founder, you eventually get used to constantly solving problems. (laughs)
MTH Potsdam:
What does your working day as a founder look like today compared to 2023? Which tasks have you consciously handed over, and what new competencies did you need to move from being a “doer” to the CEO of an internationally scaling product?
Markus Cremer:
Even though I’ve been able to hand over many operations to the team as a founder, I was still very involved, particularly on the GTM side in the UK. I consciously still do important calls, negotiations or platform demos myself!
Core skill: Learning to constantly recognise where you as a Founder/CEO have the greatest leverage. Delegate or ignore everything else rigorously!
MTH Potsdam:
Which hypothesis about your business or your target group has turned out to be wrong in the last two years – and what consequence did you draw from it?
Markus Cremer:
We thought for too long that our version of creator marketing worked primarily for music and that other industries would be harder to convince. But the opposite is the case. Brands from very different verticals are extremely open to our scalable approach and sometimes invest significantly higher budgets. The consequence of this: Our upcoming rebranding as an expansion!
MTH Potsdam:
If we speak again in three years: How would you determine that you have achieved your vision? And what one thing would you have liked to have had explained to you as a founder in 2021 by your future self?
Markus Cremer:
For us, there is no clear metric that signifies success. As a founder, it would make me extremely happy to be in all relevant (music) markets in the world and to run a highly profitable company!
Advice to my 2021 self: More hours do not necessarily mean more productivity. Distance from the start-up leads to better, strategic decisions for me personally.
MTH Potsdam:
Markus, thank you very much for the interview!
