The Hit Directory

Cool is Forever LLC (CIF), the strategic music consulting firm founded by former Sony Distribution and indie label president Bob Morelli, enters its eighth year of operations in 2026, marking another milestone in its ongoing mission to support artists and music industry partners with high-level strategy and execution. Since its inception, Cool is Forever has booked monthly retainers providing marketing and sales consulting to a wide range of clients across the music ecosystem.

“In 2026, CIF will enter its eighth year of marketing and sales consulting,” says Morelli. “We have been booking monthly retainers offering advice to artists and music industry partners. We can quarterback a project from inception and or come on board at any point.” Cool is Forever consults labels, distribution companies, manufacturers, and other industry partners, while maintaining a strong emphasis on individual artist development. “CIF is ubiquitous and consults clients across the board, but we do have an emphasis on developing artists,” Morelli explains. “Out of the hundreds we have assisted, a large percentage have been individual artists.”

As the music marketplace becomes increasingly competitive, Cool is Forever has expanded its offerings to include One Off Conversations, a cost-effective Zoom consultation designed to supplement its monthly retainer services. “Individual artists and smaller labels not only benefit from CIF creating the marketing plan, we now can offer a One Off cost-effective Zoom call to jump start any project,” says Morelli. “This new offering is in addition to the monthly retainer we offer. In an ever-increasing competitive world, where majors are formidable, Cool is Forever can level the strategic playing field.”

Morelli founded Cool is Forever LLC after running several distribution and label companies under Sony and BMG, with the goal of providing an alternative for artists, independent labels, and industry partners seeking access to a full menu of label services without traditional barriers. With deep experience in sales, marketing, advertising, social media, manufacturing, video editing, publishing, A&R, brand partnerships, and more, Cool is Forever delivers flexible, connected, and detail-oriented consulting solutions. “We offer the full monty of services or a client can choose any specific service they need,” Morelli adds. “We are connected. And the new One Off Zoom offering allows an artist to get a whole lot of info in one call, at a reduced cost.”

Reach out to Bob Morelli at www.coolisforever.net