Amber Horsburgh is a Music and Brand Marketing professional from Melbourne, Australia. Amber spent 9 years working in New York City and Los Angeles, before returning to Melbourne (when the COVID-19 pandemic hit) in 2020.
During her stint in New York City, Amber held the position of SVP Strategy at Downtown Records, where she oversaw Marketing and Strategy for the entire Global Artist roster. In 2019, Horsburgh moved to Los Angeles to consult for Labels and Artists directly. Her previous and current clients include some very heady names: Chet Faker/Nick Murphy, Miike Snow, SOFI TUKKER, Cold War Kids, Electric Guest, Allday, Tkay Maizda, Cub Sport, NBA YoungBoy, Smino, Tommy Genesis, Mura Masa, Interscope and Atlantic Records so she is definitely qualified to help guide underground musicians to get their name and music out there.
Horsburgh is hosting 3 free workshops Music Marketing 101: How Major Labels Promote Records. How You Can Do It Yourself. The 90-minute Masterclass peels back the curtain, of how the biggest Labels break new Artists and how independent acts can apply these learnings to their project on any budget.
Program includes:
· 12-month access to on-demand course content including video lessons, essential release day templates and checklists
· Access to private Discord group to discuss release strategies, tools and marketing tactics
· Bi-weekly group coaching calls to keep your project on track
Course modules:
· Planning: develop a solid release strategy that builds your career
· Social Media & Content Strategy: create insatiable content to get new fans to stop scrolling and click on your profile
· Digital Advertising: reach bigger numbers than ever through Ads
· Data: Use Data to better inform marketing decisions, which reduces wastage and time spent on the wrong initiatives
· Budgeting: build a functional & actional marketing budget
So, if you're an Artist or Group that doesn't have the luxury of Label staff in every territory pushing your records, Amber urges you to come to this workshop. There she will show you exactly what you get at a label marketing department. As well as how you can apply their strategies to your next project in one short 90-minute seminar.
With topics covered such as:
· What major labels do to break new artists
· How to scale down label strategies to small budgets
· Building an audience with less than 30 mins p/day
About ‘The School of Deep Cuts’
60,000 songs are uploaded to Spotify every single day (source: Spotify Stream On, February 2021). As an Artist, it’s not enough to just have great songs. You need to have a good Marketing plan to cut through the noise. Put simply, great songs with a good plan, top the charts.
‘The School of Deep Cuts’ is a release planning 101 program for Artists and emerging Managers. For 12 months, members will learn the fundamentals of Music Marketing through self-paced, self-guided lectures. Every two weeks, members participate in group coaching calls led by global industry leaders to get direct feedback on their projects and to build their network. At the end of the program, members will have built a marketing system tailored to their audience, artistic preferences and resources as an Artist.
The course has already had already proved popular, upon launching the first intake of members in October 2020, more than 300 people signed up across the globe. It was supported by AIR (Australian Independent Record Labels Association), VMDO (Victorian Music Development Office) and AAM (Association of Artist Managers).
Key Dates:
Enrolment Opens: Monday 10th May
Enrolment Closes: Sunday 23rd May
Dates & Times:
Tuesday May 11th, 2021 @ 8am AEST
Wednesday May 12th, 2021 @ 6pm AEST
Friday May 14th, 2021 @ 10am AEST