February 22, 2017


With the advent of sophisticated technology, the landscape of the world and how we all connect to it has shifted dramatically since the modern Music Business began in the mid 1950’s. We no longer rely on newspapers and instead get our news from Google or other on line platforms. Other than driving, few listen to the radio, preferring to listen to music using a streaming service. Cameras are now on our phones along with the time, weather reports and a myriad of apps to help us in our everyday life and business. Free to air TV has largely been replaced by a Pay TV services like Netflix and we can download an E Book or simply subscribe to an audio book service like Audible rather than have a hard copy book on the bookshelf. We connect to family, friends and to those across the world through Facebook groups or Virtual on line hangouts. Music Bloggers have replaced music journalists and we no longer buy CDs and DVDs preferring to have music files backed up in the Cloud. The new Share Economy means that Hotels have been usurped by Airbnb and Taxis by Uber. The world is certainly a different place now.

The music industry in the twenty-first century provides a classic illustration of a “disruptive technology”, whereby new technologies have driven out established technologies and established ways of doing business. Music markets and value networks today are significantly different to how they were in the early 1990s. This has created a suite of new challenges for Artists with:

  1. The past traditional Label Management model being no longer financially viable, has led to a varied number of Music Business Models available thus confusing and diluting the process for Artists.
  2. Open Content Free File Sharing of Digital Music is easy for fans to access via global technology platforms. This has effectively transforming music from being an income stream into a marketing asset.
  3. This shift in music business functionality has increased the value of the live music market as an income stream potential but it brings with it challenges for an Artist who must survive without the support of the record Label and Management mechanism.
  4. With millions of Artists releasing now able to release music on line, it is almost impossible to be found by fans without embracing strategic social media and marketing avenues that underpin todays music business.
  5. The Entertainment Options available for a general ticket buying public have increased exponentially making it even harder to attract a ticket sale for a live show.

In 2017, with the traditional music business model of Manager, Agent and Label being virtually unrecognizable, the greatest challenge for every artist in the present global music market is:

  • Attracting Bums on Seats
  • Attracting Ticket Buyers to purchase Tickets to Sell Out Live Shows
  • Attracting Fans to Purchase Music either by buying CDs at a live show or in a store or by Digital Download Purchase.

However, we believe, that these challenges are also opportunities, thanks to the incredible technological changes in the world enabling Artists to be more empowered in their own music businesses.

One thing remains the same. People still yearn to write songs and share them with the world.

The AMPED workshop model is designed to evaluate the songs, suggest the right production values for those songs and empower Artists to compete in the real time commercial markets by crafting sustainable operating music business platforms that will create long term growth and development from the Studio to the Stadium. In 2017, you can easily connect with fans across the globe via Twitter, stream your concert via Facebook Live, promote your music brand via Instagram and by building your database in programs like Mail Chimp, you can easily connect and engage with media, fans, suppliers, network partners, promoters and customers to build your all valuable database.

Music Australia, in partnership with key organizations across Australia’s contemporary music industry, prepared a National Contemporary Music Plan in 2016. Additionally, major cultural centers around the country have also produced Live Music Action Plans to specifically address the present challenges facing the Australian Music Industry.

In response, we have designed a pathway to arm Australian Artists with Skills, Knowledge and Strategies for them to not only survive but to thrive in the Australian Music Industry in 2017 and beyond. Our program, MUSIC MEANS BUSINESS, is based on our collective decades of experience as Live Performer, Song Writer, Producer, Artist Manager, Agent, Festival Producer, Publicist and Music Business Coach.

Nicki – Music Business Management – booking tours for these Artists, programming entertainment programs for these Venues and producing Bills and managing Music Events for these Festival Promoters


Our objective is for the Musician to be supported, skilled and encouraged to respond and adapt to changes in the economic, commercial and technological environment they find themselves in.

When we commence working with Artists, we start with where they are NOW and the VISION that they have for their career. Next, we conduct a SWOT analysis of their entire Music Business identifying the value in each section – Story, History, Resource, Material, Product, Brand, Network, Connections and Business and Financial Structure. We look at what is working and what is not and listen to their story, their dreams and their plans. We then use the data we have gleaned from our initial assessment to set up systems and strategies that work with their unique vision to ensure that all income opportunities are maximized and all costs (time, resource, energy and finances) are minimized.

We are raising the standard of their Music Business to incorporate a Best Practice designed to work specifically with their individual needs, challenges and culture. Sustainability in the Live Music industry is a priority in the development of business acumen, creative initiatives, projects and ideas will be nurtured, explored and implemented. As such we will be building a Music Business House for each Artist.


    • Establish a Real-Time Picture of the present Music Business
    • Determine the Artist Vision
    • Reveal the Artist Story
    • Inventory the Artist Resources (Internal and External)
    • Facilitate them to craft their Brand
    • Facilitate them to identify their Target Market and Micro Niche
    • Evaluate the Songs, Music Production and Live Performance value for each Artist with their chosen material in terms of Air Play or Audience Appeal in their Target Market and Micro Niche
    • Work with each Artist to discover their unique Sound and Stage Craft to leverage
    • Improve Skills to Write Songs and Produce Music that satisfies their reason for being an Artist.
    • Improve Skills to Perform in Public in a way that connects their Music Product to the Target Market.
    • Guide each Artist to Brand Congruency
    • Produce a professional Pitch including EPK, Press Release and Biography
    • Set up all On Line Brand Profiles
    • Build the Music Business Team
    • Produce a Strategic Plan
    • Produce an Operational Plan
    • Network each Artist to Key Industry Tastemakers with Market Ready Product
    • Set up Business Management Systems to support their Music Business

Program Modules

  1. The Digging Stick
  2. Your Story
  3. Resources
  4. Create
  5. Connect
  6. Express
  7. Leverage
  8. Business

Program Deliverables

Depending on your Vision, Product, Target Market and Resources to Leverage, some of our deliverables will be:

  • Strategic and Operation Plans for Artist Music Business
  • Artist Management
  • Project Management
  • Music Production
  • A and R Plan
  • Finance Plan
  • Brand Plan
  • Independent Release Plan + Project Management (Pre + Post)
  • Release Publicity Campaign (Advertising, Media, Air Play, Social Media, Metrics)
  • Event Management (Launch, Listening Party, Community Connect, Music Festival)
  • Tour Business Plan
  • Tour Booking
  • Tour Management – Logistics, Supports, Worksheets, Productions
  • Tour Administration
  • Merchandising Project Management
  • TV and Movie Project Management