How to ensure that an USB device is mounted as storage by udev

I have a looper device that can be connected to a PC as mass storage device. I know this because Windows offers me to choose how I want to mount it. However, Linux does not mount it as mass storage.

I have followed the guidance here : modified + copied 69-libmtp.rules to skip mtp device mounting, and also created my own rules file (/etc/udev/rules.d/12-ownrules.rules) as described there:

# /etc/udev/rules.d/12-ownrules.rules
SUBSYSTEMS=="usb", ENV{MODALIAS}=="usb:4353:4b4d", ENV{MODALIAS}="usb-storage"

However,(on Ubuntu 22.04, but also on Debian) udev tries to mount it as a sound card.
Syslog:

kernel: [259420.947630] usb 3-1: New USB device found, idVendor=4353, idProduct=4b4d, bcdDevice= 1.00
kernel: [259420.947644] usb 3-1: New USB device strings: Mfr=1, Product=2, SerialNumber=3
kernel: [259420.947648] usb 3-1: Product: SINCO
kernel: [259420.947651] usb 3-1: Manufacturer: Jieli Technology
kernel: [259420.947654] usb 3-1: SerialNumber: 433039343033362E
kernel: [259420.953224] usb 3-1: Quirk or no altset; falling back to MIDI 1.0

systemd-udevd[956644]: controlC3: Process '/usr/sbin/alsactl -E HOME=/run/alsa -E XDG_RUNTIME_DIR=/run/alsa/runtime restore 3' failed with exit code 99.
pulseaudio[5540]: Failed to find a working profile.
pulseaudio[5540]: Failed to load module "module-alsa-card" (argument: "device_id="3" name="usb-Jieli_Technology_SINCO_433039343033362E-00" card_name="alsa_card.usb-Jieli_Technology_SINCO_433039343033362E-00" namereg_fail=false tsched=yes fixed_latency_range=no ignore_dB=no deferred_volume=yes use_ucm=yes avoid_resampling=no card_properties="module-udev-detect.discovered=1""): initialization failed.

What is wrong ? Where is the alsa sound card detection specified and how to override that ? Per documentation, my own rules under /etc/udev/rules.d should take precedence, so why isn’t it mounted as a mass storage ?