Music, culture and brands, connected across borders

Koa Music is a music and culture marketing consultancy founded by Hayalsu Altinordu. For more than 17 years, we have worked with artists, labels, global tech platforms, cultural institutions and brands to build audiences, launch projects and tell stories that feel native to the people they are meant for.

Our work sits where music, technology and culture meet. Whether you are an independent artist planning your next release, a label expanding into new markets, or a global brand looking to connect with Turkish or international audiences, we bring strategy, cultural fluency and hands-on execution to every project.

01

Artist Marketing and Release Strategy

A great record deserves a plan that matches it. We build marketing strategies for artists at every stage, from first releases to full album campaigns, combining audience insight with creative ideas that actually move the needle.

    • Release and album rollout plans (single strategies, 90-day plans, 6-month campaigns)

    • Artist brand identity and positioning

    • Social media strategy and content planning

    • Electronic press kits (EPKs) and artist bios

    • DSP and playlist pitching strategy, informed by years on the editorial side at Apple Music

    • Tour and live show marketing

02

Label Services and Artist Management

We have run label operations from the inside, so we know what it takes to keep artists, releases and partners moving in the same direction.

    • Label management and international operations

    • A&R and talent development

    • Distribution and licensing guidance

    • Artist management and career planning across markets

    • Label and artist relations

  • General Manager of ETL Records USA, label manager for Drom Music, Label and Artist Relations Manager at Vydia, and artist projects including Davide Dalmonte and Rana Türkyılmaz.

03

Brand Partnerships and Sponsorships

The best partnerships feel like a natural fit for both sides. We connect artists and brands, shape partnership strategy and manage the relationships that make collaborations work.

    • Brand partnership strategy for platforms and companies

    • Sponsorship proposals and outreach for artists and events

    • Artist and brand matchmaking

    • Partnership and relationship management

  • Head of Partnerships at Muse, Red Bull Warm Up, Red Bull Music Academy.

04

Localization and Cultural Consulting

Localization is more than translation. It is making sure every joke lands, every instruction makes sense and every message feels written for its audience, not adapted for it. We help  platforms and brands enter and grow in the Turkish market with content that feels native.

    • Turkish translation, localization and language standards

    • Localization QA testing and content review (app copy, push notifications, email)

    • Market entry and cultural consulting for Turkey

    • Publisher and local partner onboarding

  • Duolingo (since 2017), Flipboard Turkey (grew the audience from 60,000 to 8.4 million followers and onboarded 60+ local publishers), Apple Music Turkey.

05

Content Strategy and Editorial

Good content at scale takes editorial judgment and operational discipline. We plan, write, curate and manage content programs for platforms and brands, and we keep them running smoothly.

    • Content strategy and editorial planning

    • Editorial curation and playlist and feed programming

    • Copywriting, music writing and artist interviews

    • Content operations: briefs, writer and vendor management, editing and publishing workflows

    • Email and push notification campaigns

  • Apple Music Turkey editorial team (led for nine years), Upwork Resource Center, Flipboard, MSN Turkey Entertainment (Microsoft), music journalism featuring interviews with artists such as Florence + The Machine and The National.

06

PR, Media Relations and Event Marketing

We help cultural institutions, festivals, tourism boards and brands get the right coverage from the right voices, with communications built on strong local media relationships.

07

Operations and Project Management

Behind every successful launch is a team that keeps the moving parts in sync. We step in to run projects, programs and operations so you can focus on the work only you can do.

    • Project and program management

    • Operations setup and workflow design

    • Community and host onboarding, training and quality review

    • Cross-functional and international team coordination

  • Codesmith, Airbnb Experiences (Ambassador in the US and Turkey), ETL Records USA.

08

Mentorship, Education and Speaking

We believe in sharing what we have learned and opening doors for the next generation of music professionals.

    • One on one mentorship and career consulting for artists and music professionals

    • Workshops, guest lectures and panels on music business, marketing and the music and tech landscape

    • Course development and teaching

  • Berklee College of Music (Master's in Music Business, with distinction), instructor of Recording Industry Operations at the University of the Arts, GrammyU mentor and professional member of the Recording Academy, Global Vice Chair of Chapter Expansion at Women in Music.