Today I tell the story of how my platform Unlock Your Sound got started, how it got here, and where it's going.
It started as a very broad concept. I had an abstract vision in mind but it’s taken years to refine and articulate it.
In the beginning, we were helping artists on an audio level. As we would work on their music, I would ask them what their goals and intentions were. Many of our clients didn't have a solid answer to this question. At best, they were going to upload the music to Soundcloud and post about it on Facebook.
It became clear to me that artists needed help organising these thoughts.
At the same time, DIY music distribution was emerging, but it was still a new concept to many. Some didn’t even know you could get on Spotify without a label! So I would help musicians through the process of distributing and releasing. And from there, the branding, through storytelling, to direct marketing.
I discuss my story on Christian Prior’s Podcast
Most artists come at this thinking they only need to get their music heard.
But that’s not the end game. The goal is to build a brand and an audience that resonates with it.
IMAGE: In the zone
What’s next?
At any one point, there is more than one answer to this question. The end game is to create a decentralised music economy. One where fans and artists exchange value directly. Everything I do points in this direction.
Recently I interviewed Hive music legend 
If you’re interested in accessing our free bundle of resources, you can do so HERE
If you’re a musician and would like to connect, holla at me here in the comments.
Till next time…