STOP GUESSING - START MOVING FORWARD
A complete step-by-step artist development programme with 1:1 Tutorials for independent artists: • Get personal help and guidance • Develop your music, sound, and identity • Build an audience around your music • Release music strategically • Understand the music industry • Promote and market your music effectively • Monetise your music and build a career Created and delivered by Sean McDermott and James Brister: artist managers, coaches, and music educators with 40+ years of experience supporting thousands of independent artists.
MOST INDEPENDENT ARTISTS FEEL STUCK
You create music, release songs, post online, and try to grow your audience — but progress feels slow. Questions keep coming: • What strategies should I use? • Is my music ready? • What should I focus on next? • Am I wasting my time? • How do I find my place in the music industry? Many artists spend years guessing and experimenting alone. You try to understand songwriting, production, promotion, branding, and the music industry all at the same time. This programme helps you stop guessing and start moving forward on a clear pathway.
WHAT YOU GET
Everything you need to understand where you are, what matters and what to do next.
200+ Video Lessons
A structured programme taking you step-by-step through the independent artist journey, from developing your music and artistry through to releases, audience building and your music business.
3 Private 1-to-1 Tutorials
Three online tutorials with Sean or James, giving you dedicated time to discuss your own music, situation and next steps.
Practical Course Materials
Checklists, worksheets, guides and supporting documents to help you put the ideas into practice
A Clear Development Pathway
A methodology that shows you what to focus on, why it matters and how the different parts of developing as an independent artist fit together
Personalised Feedback
Get an experienced perspective on your music and artistry and identify areas where you can develop and improve.
Help & Support
You're not simply buying a library of videos. You'll have opportunities to ask questions and get guidance as you work through the Blueprint
Learn at Your Own Pace
Start whenever you're ready and work through the course at a pace that suits you. Revisit lessons and materials whenever you need them.
Real-World Industry Knowledge
Understand how the music industry works, where you fit within it, and how independent artists can build the music industry and music business around themselves.
A Framework to Keep Using
The Blueprint isn't just about your next release. It is a repeatable pathway. It gives you a way of thinking about your development, making decisions and planning your next steps as you progress.
WHAT MAKES THIS COURSE DIFFERENT?
Many courses promise audience growth or viral strategies but ignore the music itself. They tell artists: “If you’re not growing, it’s because you’re not promoting enough.” The truth is: • Your music and artistry come first. • Marketing can only amplify music that’s ready. • Without guidance, artists waste years guessing what matters most and how the music industry actually works. The Independent Artist Blueprint is different. We focus on artistry and music first, combined with structured guidance that helps artists understand how to build their own music business and develop with confidence. Inside the programme you will learn to: ✔ Unlock your creative potential ✔ Build a body of work and artistic identity ✔ Plan release campaigns with purpose ✔ Grow a real audience that connects with your music ✔ Understand how artists build the music industry around themselves This is structured guidance for independent artists who want to discover and achieve their potential.
THIS IS NOT ANOTHER MARKETING-FOCUSED COURSE
Unlike most marketing-focused courses, we guide artists to grow as artists first — then help them understand how that music connects with audiences and the wider music industry.
TRANSFORM HOW YOU APPROACH YOUR MUSIC
BY THE END OF THE COURSE, YOU WILL HAVE:
1. Clarity About Your Artistry
Understand your creative voice, sonic identity, and what you’re capable of as an artist.
2. Confidence in Your Decisions
Know what to focus on next, which songs to release, and how to present yourself as an artist building your own music business.
3. A Structured Roadmap
Follow a clear pathway from music creation to release preparation and audience growth.
4. Authentic Fan Connection
Learn how artists build real audiences and communities that form the foundation of their success.
5. Insight Into the Industry
Understand publishing, royalties, distribution, and how the modern music industry operates for independent artists.
6. A New Perspective
Change how you approach your music, your time, and your potential as an artist.
HOW IT WORKS
A STEP-BY-STEP PATHWAY FROM MUSIC TO CONFIDENCE AND GROWTH:
Phase 1 – Artist Development & Vision
Develop your goals, priorities, and creative direction as an artist and unlock your potential.
Phase 2 – Artistic Voice & Sonic Identity
Develop a sound and identity that is uniquely yours. This is the foundation from which artists begin to build their own music world and audience.
Phase 3 – Your Music & Songwriting
Build a body of work that truly represents you. Learn how strong music becomes the foundation of everything that follows in your music career journey.
Phase 4 – Preparing Music for Release
Understanding your song selection and the critical process of creating your final productions to stay true to your sound and strategically build an audience.
Phase 5 – Audience & Branding
Identify your audience and artist community, communicate your identity authentically, and build your artist brand.
Phase 6 – Marketing Assets
Create artwork, content, websites, press kits, and promotional tools that reflect your artistry and allow you to present and market yourself professionally.
Phase 7 – Promotion & Industry Contacts
Understand and develop your network, contacts and artist community, and learn how to pitch, promote, and build relationships effectively within the music industry.
Phase 8 – Release Campaigns
Plan releases that build momentum, and develop strategies that allow you to grow over time.
Phase 9 – Personal Growth & Career Perspective
Develop clarity, confidence, and actionable next steps for your creative journey and career. Unlock your potential and discover how to achieve your vision.
PLUS... THREE ONLINE 1:1 TUTORIALS (3 X 45 MINS)
RECEIVE PERSONALISED HELP AND FEEDBACK ON: ✔ The course and topics ✔ Your project and music ✔ Your strategy
ABOUT THE TEACHERS
The Independent Artist Blueprint is written and delivered by: Sean McDermott and James Brister. Together we have: • 40+ years of music industry experience • Coached 5,000+ artists • Developed structured artist development programmes and courses • Managed a roster of artists • Held senior management roles at ICMP London • Consulted with music companies and organisations
THE EXPERIENCE BEHIND THIS COURSE
Our previous and current music industry roles include Directorships, Artist Managers, Head of Marketing, Artist Development Manager, Head of Sales, consultants, and lecturing. As part of the senior management team at the UK’s leading modern music college, ICMP (Institute of Contemporary Music Performance) in London, we built an industry network, created a music careers service, coached artists, lectured, wrote and developed courses. We established an artist management company in 2012 and continue to manage a varied roster of artists, songwriters and producers. Our artists have achieved millions of plays on streaming services, performed live in theatres and arenas around the world, built audiences and fanbases, released countless singles, EPs, and albums, and written and produced tracks for an array of acts We launched The Artist Guides in 2018 to provide private coaching services for independent artists. We have had the privilege of coaching many thousands of artists. We also now deliver various artist services, and private consulting for organisations. We created The Independent Artist Blueprint to give artists clarity, confidence, and guidance that most people entering the music industry never receive. This course is a structured pathway covering all the components of what makes an artist successful.
WHO THIS COURSE IS FOR?
Ideal for independent artists who: • Want personal guidance and honest advice during the course • Are ready to explore their genuine potential and creative growth • Seek clarity and direction for their next steps • Want to understand how artistry, releases, audiences, branding, and promotion are all strategically connected • Want a structured roadmap rather than a random collection of topics No large audience is required. The programme works for beginners as well as emerging artists seeking to further develop their growth.
Course Curriculum
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Welcome and Introduction
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Course Intro Slides
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What is Artist Development Free preview
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The Artist Pathway Free preview
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Course Overview
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Artist Strategy
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Artist Strategy Continued
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You The Artist - Part One
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You The Artist - Part Two
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Module 1 Slides
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Module Overview
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Your Music Business
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Record Labels
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Publishers
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Booking Agents & Promoters
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Performing Rights Organisations
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Supporters & End Users
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Music Industry Sectors
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Music Industry Perspectives
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You and the Music Industry - Slides
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Introduction
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Artistic Voice Free preview
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Fanbase & Audience
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Developing Your Own Voice
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Artistic Voice Exercises
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Artistic Voice and Fanbase - Slides
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Artistic Voice Exercise Slides
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Introduction
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Sonic Identity
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Importance of Sonic Identity
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Challenges For Emerging Artists - Part One
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Challenges For Emerging Artists - Part Two
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Artistic Voice & Sonic Identity
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Your Sonic Identity
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Sonic Identity Exercises
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Sonic Identity and Brand - Slides
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Sonic Identity Exercise Slides
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Introduction
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Body of Work Free preview
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Why Create a Body of Work
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Releasing Singles
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Developing a Body of Work
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Get Your Music Right - Slides
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Introduction
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Module Overview
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Building For Long Term Success
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Building Career Momentum
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Future Potential
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Releasing Recordings Free preview
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Ideal Release Strategy
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Other Considerations
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Live Performance
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Strategy and Timings - Slides
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Introduction
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Songwriting for Success
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Songwriting for a Body of Work
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Co-writing - Part One
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Co-writing - Part Two
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Music Copyrights
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What are Copyrights?
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Publishing Agreements
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Songwriting Royalties Free preview
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Your Songs - Slides
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Introduction
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The Purpose of Your Productions
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What is a Producer
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Choosing and Working with Producers - Part One
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Choosing and Working with Producers - Part Two
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Sonic Development
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Common Mistakes
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Self Production
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Producer Contracts - Part One Free preview
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Producer Contracts - Part Two
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Contract Clauses
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Creating Productions - Slides
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Introduction
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Release Strategies
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Your Music Business & Goals
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Sync and Placements
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Copyright Income
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PROs & Song Copyrights - Part One
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PROs & Song Copyrights - Part Two
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Sound Recording Copyrights
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Maximize Your Tracks - Slides
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Module Overview
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Four Key Steps to Branding
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Understand Your Market
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Branding & Fanbase
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Identify Your Audience
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Artist Community
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Find Your Market and Community - Slides
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Module Overview
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Release Campaign Development
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Your Artist Community Free preview
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Targeting Music Industry
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Finding Your Own Contacts
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Creating Your Own Database
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Building Industry Contacts - Slides
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Introduction
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Artists & Branding
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Understanding Your Brand
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Creating Brand Guidelines
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Brand Guidelines Considerations
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Exploring Concepts & Ideas
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Branding Playbook Exercise
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Brand Guidelines Example Free preview
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Branding for Artists - Slides
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London Grammar Brand Deck Example-1
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Branding Playbook
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Brand Guidelines - Contents
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Introduction
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Branding Steps
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Communicating Your Brand
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Campaign Assets Free preview
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Brand Consistency
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Exploring Brands and Assets
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Using Your Brand - Slides
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Introduction
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Asset Preparation
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Campaign Timings
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Budgets, Costs, & DIY
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Budget Example & Template
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Artist Logo
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Cover Art
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Creating Artwork
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Considerations For Design
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Assets and Artwork - Slides
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Campaign Budgeting Singles Series - Template
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Release Timeline Template
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Introduction
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Your Online Presence
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Domains, Handles, Usernames
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Website Overview
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Mailing Lists
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Website Design & Image
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Building Websites
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Press Shots
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Creating Press Shots
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Press Shots Considerations
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Press Shot Examples
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Press Shots and Websites - Slides
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Introduction
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Bio and Press Release Overview
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Biography Contents
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Drafting Biographies
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Press Releases
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Press Release Content
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Drafting Press Releases
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Press Release Template
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EPKs and One-Pagers
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Formats and Usability
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Press Shots and Websites - Slides
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Press Release Template
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Biography Development Template
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Introduction
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What Is Content Anyway
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Campaign Promotion
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Music Videos
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Creating Music Videos
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Video Clips & Repurposing
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Social Media
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Social Media Content
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Creating Content and Promo - Slides
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Social Media Planning Guide
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Introduction
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Distribute Your Recordings
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Distribution in Modern Industry Free preview
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Your Place in the Sector
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Choosing Distributors
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Distributors Key Terms
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Distributing Through a Label
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What is a Recording Contract?
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Label Contract Terms Part One
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Label Contract Terms Part Two
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Distributors and Labels - Slides
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Introduction
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You Are a Business
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Your Business and Team
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Artist Managers
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Management Contracts
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Lawyers
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Booking Agents
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Promoters
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Tour Managers
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Employing Musicians
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Your Business & Team - Slides
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Introduction
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PR & Marketing
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Using PR & Marketing Companies
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Strategy Considerations
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Content & Purpose
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Plugging
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DIY Campaigns
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Pitching
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DIY Radio Pitching
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Online Paid Advertising
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Your Own Campaign
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Exploring Ideaas For Campaigns - Part One
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Exploring Ideaas For Campaigns - Part Two
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PR and Plugging - Slides
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Introduction
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Module Overview Free preview
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Pitching Your Single
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Building Relationships
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Who to Pitch
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Good Pitching
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Drafting a Pitch
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Follow-Ups
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Expectations of Success
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Perspectives For New Artists
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Pitching For Playlists
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Pitching & Promotion - Slides
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Email Pitching Examples
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Introduction and Overview
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Recap Campaign Preparation
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Social Media, Content & Promotion
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Release Timings
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7 Weeks Prior to Release
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6 Weeks Prior to Release
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5 Weeks Prior to Release
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4 Weeks Prior to Release
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3 Weeks Prior to Release
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2 Weeks Prior to Release
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1 Week Prior to Release
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Release Day - Out Now!
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Release a Single - Slides
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Single Release Checklist and Timeline
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Spotify Profile Checklist - Optimisation
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Introduction & Overview
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Campaign Overview Free preview
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Success & Wins
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Release Week Considerations
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Video Release
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Post-Release Campaign
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Ongoing Campaign
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Live Performance
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Releasing Your Next Single
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Releasing and EP or Album
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Campaign Management - Slides
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Introduction
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Your Next Phase
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Your Next Body of Work
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Your Development
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Your Growth
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Your Next Campaigns
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You Can Do This
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Career Development - Slides
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Summary and Next Steps
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Course Summary - Slides
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TESTIMONIALS
Some kind things people have said about us and the course
The Artist Guides is a one stop shop for musicians who are seeking a straight-forward path to getting their music heard globally. Sean and James are not only music industry experts and artist managers but also have many years of music academic experience. What they have created is priceless and suitable for self-managing artists of any level.
Vocalist for Los Bravos
If you want to know what is needed to have success in today's music industry, Sean and James of The Artist Guides is the team you want in your corner. Whatever stage you're at in the process of creating or producing music or building a fan base, The Artist Guides will take you to the next level by walking you carefully through how to get there! They're my guys!
Artist
It was hands-down the best music business course I've ever taken—no fluff at all, just concrete, actionable insights backed by a structured methodology that focuses on building the longevity and sustainability of emerging artists' careers. For any self-managed artists/aspiring artist managers out there, I highly recommend checking this out
Artist
Imperative in helping me start my music career. The advice and mentorship lead to me successfully getting excellent, passionate and caring management alongside signing a record deal with a major label namely Columbia Records.
Artist
Played a significant role in the development of my career. I honestly wouldn’t be where I am today without his support and I feel very grateful knowing he’ll be there for me whenever I need him.'
Artist
I am incredibly grateful for the guidance provided by The Artist Guides. Their advice has proven to be really helpful in shaping my journey as a songwriter and artist to navigate the industry landscape, which is invaluable when you’re starting out as a new musician. I highly recommend their services to any aspiring musician looking to make their mark in the industry
Songwriter, Artist
Incredibly supportive in my journey…helped guide me through industry meetings and conversations with various A&Rs, labels, and management. He advised me through all things business-related and still advocates for me. I have been so lucky to have someone like James to support me both in music business and morally. He is the kindest soul, a true gem!
Artist
I had been waiting for almost two years for the chance to take the course, and it was absolutely worth the wait. Before joining, I genuinely had no idea how to approach releasing music, but this gave me a clear, practical, step-by-step understanding of the entire process. It provides not only the “how” but also the “why” behind every step; everything from planning, timelines, communication strategy and marketing, to building a sustainable artist development foundation. It’s essentially the entire music release journey presented in a way that actually makes sense.
Artist
Has been an incredibly valuable part of my journey as an independent artist. I’ve grown a lot through this process, especially in how I approach the business and strategic side of my career. I also gained greater clarity and confidence in how I present my work to the world. The learning curve was steep, but I never felt alone in it
Artist
Have been advising me on my music career as an artist for a couple of years now. Every meeting has been extremely informative, professional and encouraging. The advice given me has been very beneficial and has probably been a big factor in any successful releases I’ve had as an artist so far.
Artist
One of the most helpful individuals I've met in this industry. I signed a band called APRE. They're one of many of that have gone on to create amazing careers for themselves under James' stewardship. I couldn't recommend enough...the most enthusiastic for new music amongst any professional I've met
Senior A&R Manager at Atlantic Records UK
He’s one of many few that focus on the most important things and sets the curriculum around the one key thing, the song. His strategy is second to none and he has excellent taste. I have signed an artist he taught after he spent some time getting his student and now my artist prepared for the intensity as well as challenges that come with the music industry. A man with great taste and a simple but incredibly effective plan. I couldn’t recommend James any higher.
Head of A&R, Universal (UMPG UK)
Throughout my music career, I’ve been lucky enough to have the wisdom of James Brister leading me through the tumultuous seas of the music industry. His calm demeanour, supportive tone and all-round great advice have helped me a hundred times over in progressing my career. He has always been someone I could turn to and I truly always value and put into practice anything he’s ever said to me. On top of all that he’s a great guy and very easy to speak to
Artist/Songwriter/Producer
Very supportive of everything I wanted to achieve. Listened to me and my music as I went through anxiety about what I was doing, which was a vital development stage in my career. His attitude, talent and openness is what makes him a huge asset to have on board and is the reason he has keys to the next steps in the music business.
Writer/Producer/Artist. Ivor Novello award winner
QUESTIONS YOU MAY HAVE
Who is The Independent Artist Blueprint for? The Blueprint is designed for independent artists of any contemporary genre who want to develop their music, artistry, audience and understanding of the music industry. It is suitable for artists at different stages — from beginners and debut artists through to more experienced artists who have already released music and want to develop further. ________________________________________ What will I actually learn? The Blueprint takes you through a structured pathway covering your music and artistry, artist identity and branding, audience development, the music industry, releasing music, promotion and ultimately building your music business. The aim isn't simply to give you more information. It's to help you understand where you are, what matters to you as an artist, what you need to work on and what you can do next. ________________________________________ Will the course guarantee that I become successful? No — and we don't believe anyone can honestly guarantee that. Every artist's journey is different, and there are too many variables for anyone to promise particular results. What we can provide is a structured framework, knowledge, practical guidance and personalised feedback to help you develop your artistry, make better decisions and move forward with greater clarity. ________________________________________ What are the three 1-to-1 tutorials? The course includes three private 45-minute online tutorials with either James or Sean. These are delivered via Zoom and give you the opportunity to ask questions, discuss your own situation, receive personalised guidance and, where appropriate, get feedback on your music. Tutorials are arranged by email at mutually agreed times and are available Monday to Friday, 9am–6pm UK time. The three tutorials are available for one year from the date of purchase. If you are outside the UK, please make sure you are able to attend during our UK office hours. ________________________________________ Will I receive feedback on my music? Yes. If you already have music, you can receive feedback on some of your music during your 1-to-1 tutorials. The feedback is intended to help you develop your music and artistry and is based on your individual situation. It isn't intended to guarantee any particular outcome. ________________________________________ Can I ask questions while I'm taking the course? Yes. In addition to your three 1-to-1 tutorials, you can contact us by email during the course if you have questions about the course content or need help understanding how to apply what you're learning. We'll make reasonable efforts to help you work through the course. ________________________________________ Is the course suitable for artists outside the UK? Yes. The Blueprint is designed for independent artists internationally and all course materials are delivered in English. We've worked with artists from many different countries, and where aspects of the music industry vary between countries, we highlight this where appropriate. You should always consider the rules, organisations and requirements that apply in your own country. ________________________________________ How long will I have access to the course? You have lifetime access to the course materials and videos, for as long as the course remains active and available for sale by The Artist Guides. You can work through the Blueprint at your own pace and return to the material later as your development progresses. The three 1-to-1 tutorials are different: they must be used within one year of purchase. ________________________________________ How long does the course take to complete? The Blueprint contains over 200 video lessons with approximately 30 hours of video content, together with practical materials and resources. There is no fixed timeframe for completing it. You can work through it at a pace that suits you. Many students may complete the main course within one to three months, but you can take longer or revisit the material later. The Blueprint is not designed to accompany you in real time as you release music or build your career. ________________________________________ When can I start? Immediately. Once your purchase is complete, you can access the course and start working through the material at your own pace. ________________________________________ Is there a money-back guarantee? Yes. We offer a 14-day money-back guarantee. If you decide within 14 days that the Blueprint isn't right for you, you can request a refund, including if you have already accessed or watched course content during that period. This guarantee is provided in addition to your statutory consumer rights. Full details are set out in our Terms & Conditions. ________________________________________ Do I need to be over 18 to take part? The Blueprint is intended for adults aged 18 and over. If you are under 18 and would like to participate, please contact us before purchasing. In particular, anyone under 18 who wishes to take part in a 1-to-1 video tutorial must have an adult present with them. We'll be happy to discuss the arrangements and provide further information. ________________________________________ Is the course a substitute for 1-to-1 coaching? The Blueprint is designed to give you a structured pathway that you can work through independently, but we've deliberately included three private 1-to-1 tutorials because we don't believe everything can be achieved simply by watching videos. The tutorials give you an opportunity to discuss your own music, ideas and circumstances with James or Sean and get personalised guidance. They are not intended to provide unlimited 1-to-1 coaching or ongoing consultancy beyond the three included tutorials. ________________________________________ What happens if I miss or need to change a tutorial? Tutorials are arranged in advance by email. If you need to reschedule, we require at least 24 hours' notice. If you cancel with less than 24 hours' notice or don't attend, the tutorial will normally be treated as used. Full details are included in the Terms & Conditions. ________________________________________ Is the course delivered entirely online? Yes. The Blueprint is an online, self-paced course, so you can access the lessons and materials wherever you are. The three private tutorials are also delivered online via Zoom (or other video conferencing platforms). ________________________________________ Have a question before you enrol? Email us and tell us a little about your music and where you are in your journey. We'll be happy to help you decide whether The Independent Artist Blueprint is right for you. [email protected]
JOIN THE INDEPENDENT ARTIST BLUEPRINT TODAY
A clear, structured pathway for independent artists — from developing your music and artistry through to releasing, building an audience and finding your place in the music industry.
£495.00