Industry Insider: Darkroom Records’ Sacha Mattey Discusses Music Industry Trends

Many of the most crucial forces in the music industry are those that primarily work behind the scenes, like Sacha Mattey. He is the Lead of Business Partnerships for Darkroom Records. Within this role, he oversees the company’s strategic growth from a financial and operational point of view. Mattey plays a primary role in building the company’s infrastructure, overseeing internal and external financial transparency. He has been instrumental in building Darkroom into a highly successful independent label. He has helped secure brand partnerships for artists such as Waylon Wyatt with brands like Wrangler and Ariat. Mattey has also helped elaborate Darkroom’s data analytics. Using a data-driven approach, he has used this to the company’s advantage to inform strategy and create value across the business.

Based in Los Angeles, Mattey is a graduate of the Wharton School of Business at the University of Pennsylvania. With his progressive and forward-thinking approach, he has set up Darkroom to be one of the most successful imprints in all of popular music. Demonstrative of his versatility, Mattey was deeply involved in the rollout of Billie Eilish’s latest album, Hit Me Hard and Soft. He acted as the strategic lead across internal teams and global partners. In tandem with Head of Global Strategy Oliver Jordan, he helped to secure significant international promotional opportunities and helped make it a high-impact global campaign.

For our latest Industry Insider interview, we are joined by Sacha Mattey to discuss artist development, branding, crowdfunding, and lots more.

Sacha Mattey, photo courtesy of Sacha Mattey

Do you think traditional artist development is a dying art, with labels more interested in viral potential than fostering long-term careers?

Sacha Mattey: “I don’t think artist development is dying — it’s just evolving. Different labels operate on completely different models. Some still invest heavily in long-term development, while others focus more on identifying and scaling what’s already working.”

Is it still possible for an artist to develop naturally in today’s climate, or do social media algorithms and data-driven decisions force them to fit a mould too early?

“It’s definitely still possible for an artist to develop naturally — at the end of the day, it comes down to the music. If the music is genuinely good, it will find an audience and create space to grow. Social media and data can accelerate that process or act as a catalyst, but they don’t replace substance. The artists with real longevity are still the ones where the music leads and everything else follows.”

What’s your advice to new artists considering whether to sign with a major label or stay independent?

“My advice would be to really understand the actual team that would be working on your project. Not just the label name, but who is day-to-day, how invested they are, and what they’ve built before. A great team can make either path work, and a weak one can stall you regardless of whether you’re major or independent.”

What’s one thing that artists consistently get wrong when it comes to managing their public image?

“Overdoing it. People want to connect with authenticity, so trying too hard or forcing an image usually backfires. The artists who last are the ones who are comfortable being themselves and let that connect with the right audience over time.”

Sacha Mattey, photo by Olivia Platt

Do you think there’s too much pressure on artists to be ‘content creators’ in addition to musicians?

“I don’t think there should be pressure — artists should do what they’re comfortable with. But the reality is it’s a competitive landscape, and attention is a huge part of it now. If you’re not showing up in that way, someone else will. It’s about finding a balance that still feels authentic to you.”

The music industry is known for its relentless pace. How do you personally deal with burnout, and what advice would you give to younger artists struggling with it?

“There’s no get-rich-quick scheme in this — careers are built over time. The industry moves fast, but life is long, so slow and steady really does win. You’re not racing against anyone else. Focus on building strong foundations at a pace you’re comfortable with, and you’ll last much longer.”

What do you think will be the most significant shift in music consumption over the next decade?

“I think we’ll see a new kind of streaming platform emerge that integrates AI and blockchain in a way that shifts the economics of the industry. At some point, something has to evolve; nothing stays the same forever. It’s less about exactly what it looks like today and more about the fact that the current model won’t be the end state.”

What role do you think branding plays in an artist’s long-term success?

“It plays a huge role. It always starts with the music, but once you have that, you need to build a world around it that draws people in — and that’s where branding comes in. Great music without a clear identity or creative world rarely builds a real fanbase.”

Sacha Mattey, photo courtesy of Sacha Mattey

How do you feel about the growing trend of artists using crowdfunding platforms to finance albums or tours?

“I think it’s a really interesting shift. Crowdfunding gives artists more control and opens up opportunities that didn’t exist before, which ultimately increases competition and levels the playing field. It allows fans to be part of the journey much earlier. That said, I still believe label support is often needed to scale globally, but it definitely democratizes the industry in a meaningful way.”

How do you see the role of influencers evolving in music promotion? Are they the new gatekeepers?

“I don’t see them as true gatekeepers. There was definitely a period where influencers had a lot of power in breaking songs, but audiences are more aware now, so that influence doesn’t hit the same way. They can still amplify, but they don’t create connection; the music does.”

What’s your opinion on the rise of artist-led businesses, like labels and studios? Is this a smart move for long-term career growth?

“I think it’s a natural evolution and can be a very smart move for long-term growth. It gives artists ownership, diversified income, and a better understanding of how the industry really works, while also creating opportunities for others. But it’s becoming very saturated — everyone has a label now. The real opportunity is in what comes next, and who can build something with genuine infrastructure and long-term value.”