I work with independent artists and DIY labels on release campaigns, audience growth and long-term artist development.

Below are a few recent projects across artist management, consulting and Red Tape Music releases.

Selected Projects

Case Study

ORKAH - Riptide EP

Artist development and release campaign strategy

ORKAH are an emerging indie folk band rebuilding their audience after a long break. I worked with the band on release strategy, digital marketing and audience development to reconnect with existing fans and reach new listeners.

My role

  • Release planning and campaign strategy

  • Audience targeting and digital advertising

  • Streaming and platform strategy

  • Branding and world building

Results

  • Grew the band’s monthly listeners from roughly 3,000 to 15,000 within the first campaign cycle

  • Established early traction on streaming platforms

  • Built the foundations for ongoing collaborations

Case Study

Pageant Mum - Finis Amoris Est

Label campaign and release rollout (via Red Tape Music)

Pageant Mum released their EP through Red Tape Music with a DIY campaign focused on building credibility and press attention within the alternative and punk press ecosystem.

My role

  • Campaign strategy and release planning

  • Press outreach and media coordination

  • Marketing and audience development

  • Label operations and release management

Results

  • Coverage in SPIN

  • Featured in Bandcamp New & Notable

  • Radio support including Resonance FM

  • Continued growth in the band’s audience and live opportunities

Case Study

Independent Scottish Indie-Soul Artist

Independent Artist / Label – Distribution & Partnership Strategy

Release strategy and industry positioning consultation

An independent artist approached me for advice on distribution and label partnerships ahead of their next album cycle. The project had strong physical sales and live demand but needed a clearer strategy for scaling sustainably while retaining ownership and creative control The artist was preparing to expand beyond a fully DIY model while maintaining a direct-to-fan ecosystem.

My role

  • Reviewed the artist’s current release strategy and business structure

  • Analysed the strengths of their audience and physical-first sales model

  • Advised on distribution and label-service options suited to their profile

  • Curated a shortlist of boutique distributors and label partners

  • Provided strategic feedback on their industry pitch deck and partnership positioning

Results

  • Clear strategy developed for approaching distribution and label-service partners

  • Artist repositioned the project around its strongest commercial asset: direct-to-fan vinyl and ticket sales

  • Pitch materials refined to better communicate audience value and partnership opportunity

  • Strategic roadmap created for scaling the project ahead of the next album cycle

Case Study

Independent Berlin Artist – Album Rollout Strategy

Album rollout and artist development strategy

Artist development consultation

An independent Berlin-based artist approached me for guidance on relaunching their project after a two-year break and preparing the rollout for their debut album. While they had previously built early momentum through music videos and online engagement, they lacked long-term industry support and a clear release strategy.

The goal of the session was to create a sustainable plan for rebuilding their audience, professionalising their live setup, and structuring their first full album campaign.

My role

  • Developed a structured single release and album rollout strategy

  • Advised on rebuilding audience engagement after a hiatus

  • Recommended a direct-to-fan community platform to centralise fans and communication

  • Provided guidance on sustainable social media and content strategy

  • Outlined steps to professionalise the live show and build opportunities for support slots

  • Advised on creating a strong EPK and industry-facing materials

Results

  • Clear roadmap established for releasing multiple singles leading into a debut album

  • Audience re-engagement strategy created focusing on meaningful fan relationships rather than algorithm growth

  • Artist introduced to new direct-to-fan infrastructure for community building

  • Professional development plan created for live performance and booking opportunities

  • Practical next steps delivered to support a sustainable, burnout-resistant rollout process

Work together

If you're navigating a release, building your audience, or figuring out the next step in your project, I offer one-to-one consulting sessions for independent artists and DIY labels.

Sessions are tailored to your project and where you are in your career, whether you're preparing a release, building your team, or looking for industry partners.

Not sure if a session is right for you? Feel free to book a free 15-min call and we can talk it through.

Schedule a consultation