In an industry often driven by quick wins and algorithmic virality, Joe’s work through 444 Sounds is a refreshing, strategic pivot back to what matters: the artist. As a music executive, creative strategist, and vocal advocate for queer and independent talent, Joe has built a company that centers sustainable artist development, not just digital clout. Founded with intention—and inspiration from the spiritual symbolism of “444” as a sign of protection, alignment, and guidance—444 Sounds is more than a label or a management firm. It’s a blueprint for what the future of the music industry could look like when care, culture, and craft are prioritized in equal measure.
With a roster that includes the magnetic Michaela Jaé Rodriguez, Joe and his team have carved out space for marginalized voices in a business that hasn’t always known how to hold them. And yet, they’re not just creating visibility—they’re crafting legacy. Whether it’s identifying the holes in a traditional label system, helping artists build out infrastructure for touring and merch, or staying nimble in the face of a viral TikTok spike, Joe brings a rare blend of emotional intelligence and strategic clarity to the table.
In this exclusive interview, we talk to Joe about the origin story of 444 Sounds, the systemic gaps artists often face, and why building “a house fans want to live in” is far more valuable than chasing trends. We also dig into what it means to create safe creative spaces, the cultural capital of Gen Z fandom, and how identity directly informs leadership.
Check out the interview below to learn more!
GLAAD: What inspired you to start 444 Sounds? Was there a clear gap you saw in the industry?
Joe Aboud: It came from this pull effect I was feeling—so many creatives in my network were saying things like, “I still need help, and I’m not getting it from the teams I’m supposed to be getting it from.” You think when you sign to a label or manager that it’s going to be a one-size-fits-all solution. And maybe that was true once, but it’s not anymore. There are too many gaps in what artists need—feedback, visibility, day-to-day strategy—and not enough people filling them.
GLAAD: What kinds of gaps were artists specifically coming to you with?
Joe Aboud: A lot of managers are great at one or two things—maybe they’re amazing at A&R or they know digital really well—but rarely are they strong across the board. And labels? They’re siloed. Each department is doing their job, but no one’s looking at the full picture. Artists end up with fragmented support. On top of that, everyone’s stretched thin—some people have 30 artists on their roster, so the ones not making money just fall through the cracks.
GLAAD: So it sounds like you’re aiming to give more boutique, hands-on support?
Joe Aboud: Exactly. We’re able to give artists that white-glove, 360-degree attention. If something pops off today, we don’t wait for a label meeting next week—we move. That’s part of the boutique advantage. Our team is made up of people who are experts in different areas, so we can plug in at multiple touchpoints and actually move with the artist in real time.
GLAAD: How do you navigate this tension between the “moment”—virality, trends—and long-term sustainability?
Joe Aboud: I tell artists all the time: virality is great, but our goal is to build long-term, sustainable careers. We’re not just thinking about this single moment or the next TikTok hit. We’re building a brand, a story, a fan base that sticks. It’s about merch, ticket sales, superfans—people who are part of the artist’s world. That’s what leads to longevity. That’s the difference between a moment and a movement.
GLAAD: 444 Sounds has also uniquely carved out space for queer artists. How do you intentionally build that into the company’s DNA?
Joe Aboud: I understand the commercial landscape, but I also know the importance of building safe, creative spaces—especially for people who’ve never had that in the music industry. With someone like Michaela Jaé, we’re creating mainstream moments, but they’re rooted in authenticity and artist-first ethos. That’s always our starting point: identity-affirming, story-driven campaigns. Because fans can spot inauthenticity from a mile away.
GLAAD: How do you see audiences, especially Gen Z, responding to that authenticity?
Joe Aboud: Gen Z wants access. They want to feel like they’re part of the process—not just consuming content, but participating in it. That’s why behind-the-scenes content, storytelling, and interactivity are so big now. But it’s not one-size-fits-all. Pop fans might want that intimacy, while indie fans might prioritize mystery or credibility. Knowing how your genre and audience function is key.
GLAAD: Where does the name “444 Sounds” come from?
Joe Aboud: I stumbled on the concept of angel numbers—444 kept showing up everywhere in my life. On clocks, license plates, everything. And when I looked into it, it symbolized things like guidance, support, and protection. I wanted artists to feel that when they worked with us. “Sounds” felt open—it’s not boxed into “records” or “management.” It gives us room to evolve while staying rooted in music and sonic culture.
GLAAD: You’ve worked on multiple sides of the industry. How does that shape your artist strategy?
Joe Aboud: It gives me range and empathy. I think of marketing as emotional architecture—you’re building a house fans want to live in. And if you build it well, fans will help you finish it. Artists often ask me what’s the one thing that will make their song blow up. But it’s never one thing. We care more about building you as an artist than just boosting one song. That’s what lasts.
GLAAD: A lot of what you’re saying reminds me of Beyoncé—how she’s built a brand and fanbase that follows her across genres.
Joe Aboud: Totally. She’s the blueprint. She’s constantly reinventing, but it still feels authentic. That’s what makes it powerful—people are here for her, not just the music. And that’s the kind of fan connection we’re always trying to build.
GLAAD: As someone who identifies as queer and is building space for other LGBTQ+ creatives—how does your identity inform your leadership? And what’s your broader vision for the industry?
Joe Aboud: I think being queer gives me a deeper understanding of what it means to create space—for yourself and for others. It influences how I lead, how I build team culture, and how I advocate for artists. My vision is an industry where authenticity isn’t just celebrated in Pride Month, but deeply embedded in how we work year-round. One where queer and BIPOC artists aren’t niche—they’re centered.
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What emerges from Joe’s approach isn’t just a business model—it’s a blueprint for how the music industry can evolve with purpose and integrity. At 444 Sounds, success is not limited to fleeting trends or chart placements, but redefined through longevity, cultural impact, and the authentic amplification of marginalized voices. Joe and the team are building more than just artist careers—they’re building ecosystems of care, innovation, and community. In a space that too often prioritizes virality over vision, 444 Sounds dares to slow down, tune in, and ask what kind of legacy can be built when artists and queer artists at that are deeply supported from every angle. It’s not about chasing moments—it’s about cultivating movements. Check out what 444 Sounds is up to next @fourfourfoursounds across all socials!
