This Substack explores music as culture, signal, and human connection — and what the industry often forgets when it chases reach instead of recognition.

Peter Ruppert is a music and media strategist who has spent his career close to artists, audiences, and the cultural moments that connect them.

He began at MTV during its defining European years, working at the intersection of music, youth culture, and storytelling, when songs still travelled through television, word of mouth, and shared experience rather than algorithms. That perspective continues to shape his work today.

Since then, Peter has collaborated with artists, labels, and music-led brands on audience growth, fan relationships, and sustainable careers in an era of abundance. His focus is less on hype and more on resonance: why some music travels, why some careers last, and how meaning is built when attention is scarce.

What they say about Peter

"Peter and I have worked together for many years and his wisdom and advice have always been invaluable to me, when constructing artist release strategies." Hugh Goldsmith

"I have had the privilege of working closely with Peter for many years, and his strategic insights into audiences have been instrumental in many of our campaigns." Nick Raphael

Without Peter Ruppert we would not have been able to persuade Sony to release ‘If There's Any Justice’ as Lemar’s first single from his second album. Richard Griffiths

I have always found Peter Ruppert to be straight talking, professional and enlightening. Brian Rawling