Johanna Pustoc’h is Senior Manager, Streaming International at BMG, where she supports artists in reaching audiences across markets including India, Japan, the Nordics, and Africa. Based in Berlin, she works with DSPs such as Spotify and Apple Music, alongside regional platforms like Boomplay and JioSaavn, developing strategies that respond to local listening habits.
Her path into music began in advertising at Dentsu in Paris, followed by a Master’s in International Business. After moving to Berlin, she studied International Relations and Cultural Diplomacy, bringing together her interest in culture with her professional direction. A mentor’s encouragement and an opportunity at BMG gave her the chance to combine her focus on music, data, and international strategy.
Alongside her role at BMG, Johanna teaches and performs improv theatre. The practice sharpens her approach to collaboration and adaptability qualities, she also brings to the fast-moving world of streaming.
How did you get your start in the music industry?
Music has always been a love language in my family. Recommending a song often meant more than checking in. My grandparents met at music school, playing in the city orchestra, so music has always felt like a legacy.
For a long time, I kept it as a personal space. But during my Master's in Berlin, I worked at a startup connecting artists with events. There were painters, sculptors and musicians, and I quickly realised I was most drawn to working with musicians.
When I saw that BMG was hiring for an International Streaming Manager, something clicked. It brought together what I love most: international thinking, data and artist development. Laura Noel, who would soon become my boss, trusted my background and curiosity, and gave me the chance to learn on the job.
My journey in music started with a moment of trust and someone bold enough to say yes. I’m deeply grateful for that
What does a typical day in your role look like?
As a Senior Manager Streaming International, my days are centered around key activities. I work closely with teams like marketing and artist management to understand upcoming releases and their needs. I analyze streaming performance, audience behavior, and charts from international markets to see what’s working.
A big part of my role is connecting with streaming platforms, global ones like Spotify and Apple Music, and regional platforms like JioSaavn in India, to understand their editorial priorities, promote releases, and explore visibility opportunities.
I keep up with local releases and emerging trends in these markets to stay informed. Since I don’t live there or share the same cultural background, I know I miss some nuances, so I educate myself continuously and ask colleagues or friends from those regions. I really enjoy this ongoing learning process.
Whether I’m building a rollout for a global icon like Kylie Minogue or supporting the rise of a newcomer like Yung Kai in India, no two days are the same, and that’s what makes this job exciting.
Ultimately, my goal is to help international artists build meaningful connections with local audiences.
You mentioned joining shesaid.so at a time of transition what helped you stay grounded or move forward during that period?
For me, it is a combination of community and challenge. I am part of a French German improvisation theatre group in Berlin, and that practice supports me in very concrete ways.
It keeps me grounded because before every show, I still get that small rush of adrenaline and ask myself, "Why am I doing this? I could be at home watching a series with my cat." After performances, I always reflect on what I could have done differently, where I missed things. But the group dynamic, and the sense of pride that comes from creating, always reminds me why it matters.
It actually connects quite a lot with my work in music. You put things out there without knowing how they will be received. You work as a team, deal with timing and expectations. Learning to be comfortable with the in-between moments is key. It helps to focus on the process, not only the results.
I also teach improv, and I find it rewarding to see people discover so many things about themselves. It reminds me that growth takes many forms, and to stay hopeful on the process.
Professionally, I would also say that finding mentors has been essential. Having people around who inspire you, who listen and who make you feel seen, especially in moments of doubt, makes a real difference.
You said you’re clearer now on what matters to you in this industry. What are some of those things?
On a personal level, I care deeply about who I work with. I look for a sense of team, people who share certain values but also challenge the way I see things. I’ve realised that the most inspiring people in the industry aren’t necessarily the loudest voices, the trendiest, or the ones at every networking event. They’re the ones who take time to learn from others, listen with intention, and allow their beliefs to evolve. I try to cultivate that mindset myself.
I value kindness over competition. I believe in spaces where people lift each other up, and that matters even more as a woman in this industry. I feel incredibly powerful when I work with women who are both strong and generous. It reminds us that leadership can look very different from what business schools teach, and that’s inspiring for any woman out there.
On a deeper level, I care about how music travels and builds bridges across cultures. I’m curious about local stories and how they resonate elsewhere. I want to work with artists who inspire me and others, not just musically, but in how they show up in the world. And I believe courage is essential: courage to challenge bias, say no to trends that don’t serve the artist, and try new things even if they might not work the first time.
What makes an international artist stand out to a global streaming team like yours?
All artists can be international! Just look at Achim Reichel, a German Schlager singer who unexpectedly entered the charts in China and became a trend!
In my opinion, what makes the difference is kindness, curiosity, and gratitude towards their audience. When an artist takes the time to understand who their listeners are and makes a genuine effort to connect with them, it always stands out. Whether it’s engaging with a local trend or greeting fans in their language, those gestures go a long way. We love working with artists who want to connect, not just expand.
It also makes a real difference when artists trust our expertise and understand how streaming platforms work. Each DSP has its own logic, and tools. For example, on Spotify, features like pinned playlists and Canvas can increase visibility, strengthen artist identity and deepen the connection with listeners.
But it’s not just about global platforms. I have a particular appreciation for artists who recognise the importance of regional DSPs like Boomplay and Audiomack in Africa, or JioSaavn and Gaana in India. These platforms are central in their markets, and they often offer highly localised features, from merch drops to fan engagement tools, that create real value when building a relationship with new listeners in local markets.
And then, there are projects that go a step further. I remember working on a fantastic release where Stefflon Don collaborated with Sidhu Moose Wala, a hugely loved Punjabi rapper who had sadly passed away. The track had a strong and immediate impact in India. It was a heartfelt tribute that meant a lot to Sidhu’s fans, and to Stefflon Don herself, who had genuine admiration for his work. It wasn’t just a feature, it was meaningful. And when it’s authentic, it resonates.
Any tips for indie or emerging artists trying to grow in markets outside their home country?
Start by getting curious. Learn who’s actually listening to you abroad, you might be surprised. Then go deeper: explore the local scene, understand the platforms people use, and take time to connect, not just expand. It’s less about conquering a market and more about engaging with it. Collaborate with local artists or creators, even if it is just on social media.
Find subtle ways to show the connection you have with a specific market, whether it’s through the tracks you highlight in your pinned playlist, who you engage with on socials, or how you curate your presence. People can tell when it’s intentional, not just strategic.
Localise your visuals and metadata. It really does matter. Releasing music in India? Make sure your artist image fits the context. Targeting Latin America? Get your Spanish bio right. These things may seem small but details like that show respect, and they help people to connect.
And finally, be consistent and persistent. Visibility builds over time
What advice would you give someone who wants to follow a similar path?
Be strategic, but stay true to yourself.
Don’t fall into the trap of shaping yourself just to fit in. What makes you different is what will make you last. Learn to say no, or at least: not right now.Keep learning sideways.
Whether it’s improvisation theatre, photography or Excel hacks, the things you do outside of work shape your vision and personality. Don’t underestimate how much your “non-industry” self can become your superpower.Be confident about asking questions.
You don’t need to have all the answers. Curiosity opens doors, builds trust, and grow your ability to listen. It shows that you care, and that’s precious.Your path doesn’t need to be perfect to be meaningful.
Apply for the role you think you’re not ready for. Say yes to things that scare you a little. Trust your resourcefulness, you’ll be surprised by how proud you will feel.
Name three women or people in music who inspire you.
Laura Noel: She’s brilliant and leads with empathy, strength, and openness. She’s the kind of leader who makes you better just by being in the room.
Florence Benguigui (ex-singer of L’imperatrice): She’s a force. She took her future into her own hands by leaving the group! I saw her live seven years ago and was completely captivated by her voice and aura. Seeing her flourish in projects that feel more human, inclusive, and respectful is a real light in a still male-driven industry. Go Florence <3
Aya Nakamura: Her unapologetic confidence and sharpness are magnetic. She takes up space without asking for permission and faces constant racist and criticism. But she’s not trying to prove anything. She sets her own rules in France and beyond. I mean, do you know any other Black French woman who opened the Olympics singing with the Garde Républicaine? Only Aya could do that.
What are you listening to on repeat right now?
Lately, I’ve been returning often to Tuyo’s latest album, Paisagem. Working on its international rollout gave me a deeper appreciation for their music. Their blend of folk, R&B, and electronic sounds creates a truly intimate vibe. The album explores themes of connection and memory, and with its Brazilian influence, it feels like the perfect mix to me.