WHAT WE do
Juel Concepts collaborates with both musicians and brands using a hybrid business model that combines marketing, advertising and brand development with empathy to create highly effective, customized strategic solutions that help identify and reach their target audiences.
OFFERINGS
Creative Direction & Marketing
We promote global bands with the highest level of original musicianship and marketability; combined with committed resources for marketing (social, digital and offline/OOH), radio, publicity, A&R, video production, and partners for sync and licensing.
STRATEGY
We work with business to launch or refresh brand/strategies, create integrated marketing campaigns and develop meaningful partnerships to extend their reach.
DISCOVERY & PROMOTION
We help consumers discover something new that they’ll love. We know good music and great services — and it’s our goal to help everyone find their next favorite, can’t live without song, artist or brand.
“Independent does not have to mean alone.”
KRistin Juel | Founder
WHO WE ARE
We are passionate, proactive and transparent in our lives and work. Strong music advocates. Raised in Hollywood + Manhattan. Creative environment run by by a female founder.
About our founder
Kristin Juel is the founder of Juel Concepts, an incubator and music marketing firm for emerging artists that encourages them to know their worth, value their craft and prepare them for a high stakes and data driven industry. Kristin founded Juel Concepts in 2013 following a storied career of building brands like Blue Cross, Nissan Automotive, Kahlua, KFC, Church’s Chicken, Hotwire, Herbalife, TiVo and Kaiser Permanente, for well over two decades.
She has created strategies for integrated advertising campaigns, curated sonic initiatives for brands, designed concert series, blogged for HuffPost, led research projects for the music & tech research intelligence network, Water & Music and Splice. Through Juel Concepts and her label Crown Juels Records, she and her team have passionately built the careers of artists like Australia's Hamish Anderson (“Top 10 Best New Artists” - Yahoo!), Minnesota’s indie pop rock artist Colin Bracewell (appeared on The Voice), LA’s pop artist Sāde Frame (winner of John Lennon Songwriting Award); NYC’s chill hop artist Justy (a recipient of Live Nation + CITI’s LGBTQ Artist grant) and Grammy-Nominated Songwriter/Author Shelly Peiken among many others. She teaches DIY Artist Marketing at UCLA and Musician’s Institute in Hollywood where she also wrote their Music Business Marketing curriculum.
Kristin applies her keen sense of what it takes to create meaningful experiences for all audiences to everything Juel Concepts does. Doubling down on the Independent space, she is the President/Executive Director for Independently Yours a non profit in 2027 designed to activate Independence as a strategy. Where independence isn't just an option. It's THE choice. The first cohort starts in Q1 2027.
Additionally, she prioritizes mentorship for young entrepreneurial minds where you can hear her talk about three tenets of her business approach: passion, proactive and transparency. She curates a Spotify Playlist- VIBEZZZ FOR DAYS - and in 2021 launched a music collective, UnCut Juels, as a Web Series + Podcast designed to uncover unique, artist focused stories. Kristin is a Governor of the Recording Academy’s LA Chapter and an Advisory Council Member of both the Songwriters Organization of North America and the Hollywood Independent Music Awards.
Kristin resides in Los Angeles, where she is an avid member of the live-music-rocks- any-night-of-the-week club.
Our current playlist
Love finding new music and rediscovering old classics? Check out our current favorite tracks, artists and vibes. We hope you discover something new you love!
Want to learn more?
Inquire about Independently Yours: Educational Series & Incubator- Launching 2026!
