Over the past decade, the River Beats team and I have watched the role of publicists in music stay relatively the same, and if anything, the rise in constant releases has only diluted the process further. The cycle has become predictable.
Here’s how it usually goes: a templated, ChatGPT-style press release hits our inbox. Then comes the mass media blast. Then the follow-ups. And the follow-ups to the follow-ups. Sometimes 5 emails deep before we either delete it or politely respond that we’re not covering it. We receive close to 1,000 of these a month. Literally 1,000.
At that volume, it’s impossible for most of it to feel intentional. The pitches blur together. The language sounds the same. “Boundary-pushing,” “Genre-defying,” “Breakout year,” the urgency feels manufactured.
And while that model once worked, the industry we operate in today looks very different. Attention spans are shorter. And artists and brands need more than just coverage; they need cohesion. That’s why my recent conversation with Franz Hilberath, one of Denver’s and dance music’s top publicists, stood out.
Franz and I have been working together for what feels like ten years now, with Franz starting as one of those PR reps stuck in our inbox for years. But now, Franz and his company, MP3 PR, have shifted and rebranded as MP3 LABS: from a traditional PR agency into something much more intentional: a brand management firm rooted in creative storytelling and long-term positioning.
“PR alone isn’t enough anymore,” he told me. “If you’re just pitching announcements without shaping the story behind them, you’re reacting instead of creating. We want to be part of the creative process from day one.”
That philosophy immediately resonated with me. In my world, whether it’s River Beats NOLA, Colorado, RIVER BEATS TV, or our agency work via River Beats Media, I’ve seen firsthand how surface-level marketing burns out quickly. What actually builds equity is narrative. Strategy. Alignment across platforms.
Franz gave an example that perfectly illustrates the difference. Instead of simply announcing a 2026 show, MP3 LABS might pivot the messaging to create a runway and anticipation rather than dropping a single headline.
“We don’t want to send a press release and hope it lands,” Franz said. “We want to sit at the table early. What’s the storyline? What are the angles? How does sponsorship fit in? How does content roll out over time?”
That “sit at the table early” mentality is what separates vendors from partners. And in this space, real growth only happens when your collaborators think like internal team members, not outside contractors.
This is not the first rebrand for Franz and MP3. The company first started as MP3 and then transitioned to MP3 Magazine and MP3 PR, and now into a broader brand management framework, MP3 LABS.
“‘MP3’ on its own can feel unclear,” he said. “We needed people to understand we’re not just publicists. We’re building brands.” That clarity is pushing MP3 LABS into its next chapter.
And he’s right, the audience doesn’t live in one vertical anymore. The same 22-year-old who’s buying festival tickets is also engaging with gaming culture, streetwear brands, nightlife experiences, and digital creators. Culture overlaps. Strategy should too.
At River Beats Digital Group, we’ve always believed in blending media, live events, brand activations, and content under one ecosystem. At its core, that’s what MP3 LABS seems focused on becoming: storytellers embedded within the brand, not just circulating headlines around it.
“We’re storytellers first,” Franz said. “If we can build the right narrative and stay aligned with the vision, the press and marketing follow naturally.”
Looking ahead, MP3 LABS is fully stepping into its new direction, celebrating this next chapter with initiatives like a Barclay Crenshaw Mixed Mag Lab activation while continuing to expand beyond music. Its client roster reflects that reach, spanning global acts and festival headliners like GRiZ, Of The Trees, DJ DIESEL (Shaquille O’Neal), Detox Unit, Kayzo, Eli Brown, Levity, Tape B, and Alleycvt
MP3 LABS also partners with major institutions across music, including AEG Presents Rocky Mountains, festivals like Hulaween, North Coast Music Festival, Cascade Equinox, and Sacred Acre Alaska.
With the addition of Ashley “Riley” Lopez as VP of PR and Lee Harmon leading Partnerships, MP3 LABS is positioning itself as a deeply embedded growth partner within the music industry. Leading with narrative instead of announcements. In an industry driven by constant hype cycles, Franz & MP3 is betting on something more intentional and durable.
Over the past decade, the River Beats team and I have watched the role of publicists in music stay relatively the same, and if anything, the rise in constant releases has only diluted the process further. The cycle has become predictable.
Here’s how it usually goes: a templated, ChatGPT-style press release hits our inbox. Then comes the mass media blast. Then the follow-ups. And the follow-ups to the follow-ups. Sometimes 5 emails deep before we either delete it or politely respond that we’re not covering it. We receive close to 1,000 of these a month. Literally 1,000.
At that volume, it’s impossible for most of it to feel intentional. The pitches blur together. The language sounds the same. “Boundary-pushing,” “Genre-defying,” “Breakout year,” the urgency feels manufactured.
And while that model once worked, the industry we operate in today looks very different. Attention spans are shorter. And artists and brands need more than just coverage; they need cohesion. That’s why my recent conversation with Franz Hilberath, one of Denver’s and dance music’s top publicists, stood out.
Franz and I have been working together for what feels like ten years now, with Franz starting as one of those PR reps stuck in our inbox for years. But now, Franz and his company, MP3 PR, have shifted and rebranded as MP3 LABS: from a traditional PR agency into something much more intentional: a brand management firm rooted in creative storytelling and long-term positioning.
That philosophy immediately resonated with me. In my world, whether it’s River Beats NOLA, Colorado, RIVER BEATS TV, or our agency work via River Beats Media, I’ve seen firsthand how surface-level marketing burns out quickly. What actually builds equity is narrative. Strategy. Alignment across platforms.
Franz gave an example that perfectly illustrates the difference. Instead of simply announcing a 2026 show, MP3 LABS might pivot the messaging to create a runway and anticipation rather than dropping a single headline.
That “sit at the table early” mentality is what separates vendors from partners. And in this space, real growth only happens when your collaborators think like internal team members, not outside contractors.
This is not the first rebrand for Franz and MP3. The company first started as MP3 and then transitioned to MP3 Magazine and MP3 PR, and now into a broader brand management framework, MP3 LABS.
And he’s right, the audience doesn’t live in one vertical anymore. The same 22-year-old who’s buying festival tickets is also engaging with gaming culture, streetwear brands, nightlife experiences, and digital creators. Culture overlaps. Strategy should too.
At River Beats Digital Group, we’ve always believed in blending media, live events, brand activations, and content under one ecosystem. At its core, that’s what MP3 LABS seems focused on becoming: storytellers embedded within the brand, not just circulating headlines around it.
Looking ahead, MP3 LABS is fully stepping into its new direction, celebrating this next chapter with initiatives like a Barclay Crenshaw Mixed Mag Lab activation while continuing to expand beyond music. Its client roster reflects that reach, spanning global acts and festival headliners like GRiZ, Of The Trees, DJ DIESEL (Shaquille O’Neal), Detox Unit, Kayzo, Eli Brown, Levity, Tape B, and Alleycvt
MP3 LABS also partners with major institutions across music, including AEG Presents Rocky Mountains, festivals like Hulaween, North Coast Music Festival, Cascade Equinox, and Sacred Acre Alaska.
With the addition of Ashley “Riley” Lopez as VP of PR and Lee Harmon leading Partnerships, MP3 LABS is positioning itself as a deeply embedded growth partner within the music industry. Leading with narrative instead of announcements. In an industry driven by constant hype cycles, Franz & MP3 is betting on something more intentional and durable.
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