top of page
Home
2T3A9022-2.jpg
Artist Management
Music Industry Resouces
Music Business

ARTIST MANAGEMENT

Louis Baker - Credit Nick George -7843.jpg

louis baker

  • Instagram
  • Facebook
  • Twitter
  • YouTube
  • TikTok

"infectious neo-soul” - Rolling Stone

"sonic serotonin” - Happy Mag

'rich and intoxicating' - Pilerats

'such power in Baker's songwriting' - 

Line Of Best Fit



'incredibly soulful... stiflingly raw' - Earmilk



“solid soul goodness” - KCRW

 


 

Crafting his work from a place of deep artistic integrity, Louis has gathered a loyal following that spans the world over. Everyone from India Arie (“Louis Baker, you sing my soul”) to BBC 6 Music, Clash Magazine and Earmilk have shown love for what he does.

 

Growing up in the working-class suburb of Newtown, Wellington, Louis developed his passion for music at an early age listening to his parent’s diverse record collection, which featured the likes of Miles Davis, Marvin Gaye and Joni Mitchell.

 

Picking up his singer-songwriter mother’s Yamaha acoustic guitar as an 11 year-old, he was shown a few chords and then went on to learn to play the instrument by ear. This obsession with the guitar would lead him through a metal phase all the way to the world of rhythm and blues, with guitar players such as Jimi Hendrix and Stevie Ray Vaughn. The former inspired the then 15-year-old Baker to pick up a wah-wah pedal in an attempt to conjure the spirit of the late great Voodoo Child.

 

At the age of 17, Baker entered Play It Strange, a national songwriting competition organised by Split Enz’s Mike Chunn. His song ‘Three Ladies’, dedicated to the experiences of his mother and two sisters, saw him place top five, with his prize being an acoustic guitar that he still records and travels with today. Following high school, Baker enrolled at Jazz School through the New Zealand School of Music, supplementing his studies with live gigs around the city.

 

Baker’s first official release came in 2011 with the song ‘Even In The Darkness’. The track won him the most votes on 'The Audience', a New Zealand government funded website dedicated to new, unreleased music. Then in 2013 Baker was chosen out of 4000 applicants to take one of only 60 places at the prestigious Red Bull Music Academy in New York. The programme included guest lectures from Brian Eno, Questlove (The Roots) and Q-Tip (A Tribe Called Quest) and also saw Louis experience a studio session with legendary hip hop producer Just Blaze.

 

Following the Academy, he spent the summer in London recording his debut self-titled EP with UK producer Andy Lovegrove (Supergrass, Breaks Co-Op, Badly Drawn Boy), which upon release in 2014, debuted at #3 on the New Zealand Top 40 Albums Chart. The EP track ‘Back On My Feet’ saw Baker debut as a finalist in the prestigious APRA Silver Scrolls Awards. Baker quickly followed up the EP by teaming up with New Zealand-born, UK-based Ninja Tune signing Jordan Rakei on the track, ‘Just Want to Thank You’.

 

Throughout 2016 and 2017 Baker released four stand-alone singles, ‘Rainbow’, ‘Fade’, ‘Gave It All Away’ and ‘Addict’. Accompanied by an equally stark video, which has since seen over a quarter of a million views, long-time New Zealand music critic and author, Grant Smithies said of ‘Rainbow’, “A glorious song this – sad and sparse, wise and true, with a restraint to the vocal that suits the vulnerability of the love-lorn lyric.” Baker’s next release ‘Fade’ was co-written and produced by Brad Ellis (Wilkinson, James Arthur, Sam Smith) of London based duo The Nextmen. ‘Gave it All Away’ saw the release of two distinctly different versions, a strikingly raw acoustic version and an electronic version produced by Fat Freddy’s Drop’s Mu. Finally ’Addict’ saw Baker team up with two-time Ivor Novello winner and Grammy nominated songwriter and producer Sacha Skarbek, fellow New Zealanders producer Josh Fountain (LEISURE) and Theia. The four tracks saw Baker accumulate over 7.5 million streams within the space of a year and make the top 20 finalist list for the APRA Silver Scroll in 2017 with ‘Rainbow’.

 

Over the years Baker has toured New Zealand, Australia, the UK and Europe multiple times, he has also played at key international festivals including Field Days - London, Sonar Festival - Barcelona, Sziget Festival – Hungary, Splendour In The Grass - Australia, as well as Rhythm and Vines and Homegrown back in his home country of New Zealand.  He has also toured with the likes of Allen Stone, Jamie Liddel and Jordan Rakei.

 

Baker released his critically acclaimed debut album ‘Open’ in 2019, which received prestigious a Taite Music Prize nomination, and Aotearoa Music Awards nominations for Best Soul Artist and Best Māori Artist.   Written and produced in London, Los Angeles, Sydney and New Zealand, the album sees him reflecting on being open to opportunity, to change and to acceptance. Working with Grammy-nominated Engineer and Producer, Steve Rusch (Kendrick Lamar, Solange, Cody Chesnutt), multi-platinum selling songwriter Lindy Robbins (Andra Day, Chromeo).

 

Previous singles ‘Back On My Feet’ (2014), ‘Rainbow’ (2016), and ‘Black Crow’ (2018) have been recognised with APRA Silver Scroll nominations.  

 

Louis latest offering, Love Levitates, takes his signature brand of modern-soul to bright new territory. Working with producer, songwriter and multi-instrumentalist Devin Abrams (Dallas Tamaira, Drax Project, Pacific Heights), Love Levitates is Baker’s five-track opus of life, an intimate yet expansive journey of heritage, love, friendship, observation, and beyond.

 

Music Business SERVICES

MENTORING

We offer one-to-one mentoring for self/managed and independent artists at any stage of your career.

Sessions cover everything from the business of music, artist development, music industry introductions, marketing and promotion, live shows and touring,  release strategy, content creation, distribution and goal setting.

We help you to navigate challenges by sharing information about our own experiences, as well as providing practical guidance, motivation and support.

Sessions are tailor-made to suit your needs.

Cushla Nick George-1256_edited_edited_ed
240964362_559404281939350_8076375094981580304_n(1).jpg

WORKSHOPS & SEMINARS

Aston Rd provides tailor-made workshops and seminars for music industry organisations around the country.

Some of the organisations we've worked with;

Te Auaha Performing Arts, Pao Pao Pao, MMF NZ, Te Mangai Paho, Hawkes Bay Music Hub and Sole Music Academy.

We launched a series of Artist Development workshops and masterclasses for emerging artists in 2022.

Sign up to our newsletter to keep up to date with our latest news!

1560335-681080-34_edited.jpg

"Self-management is not easy. When I'm trying to do everything myself, being able to call on Cushla – who can look at the situation with an objective eye – is vital. She's a great sounding board, offering honest appraisals on all matters and helping me to see the whole forest, not just the trees!" - Julia Deans

MUSIC INDUSTRY RESOURCES

A one-stop shop of resources to help you on your career path. 

Funding

It's pretty cool that we can get funding to help our music careers in Aotearoa. Check out some of the funding agencies below

Helpful Industry

Bodies

These helpful industry bodies can help you on your music career path

Useful Tools

Check out these links for some useful tools. We've even created some cool templates to help you!

Releasing Music?

Here are some essential resources for your next release!

Budgets

Email us at astonroad@gmail.com

to gain access to an editable copy

Touring

Here are some essential resources for your next tour

NZ Music Awards

Eligibility and 2023 key dates

Other Useful Resources

MASTERCLASS 2023

Aston Rd proudly introduces a curated series of five masterclasses tailored to empower ten aspiring independent artists based in Wellington. These sessions are dedicated to those with a genuine commitment to building a successful career in the music industry.

Leading these masterclasses is Cushla Aston, Artist Manager and Music Career Mentor.  Joining her is a team of experienced professionals ready to share their insights.

Learn more below.  Applications are closed.

APPLICATIONS CLOSED

Meet the Artists 2023

AstonRD_MenteeSQ_Moetc.jpg

Mo Ect.

  • Spotify
  • Instagram
AstonRD_MenteeSQ_EliSuperfly.jpg

Eli Superflyy

  • Spotify
  • Instagram
AstonRD_MenteeSQ_Haven.jpg

Haven

  • Spotify
  • Instagram
AstonRD_MenteeSQ_AlbaRose.jpg

Alba Rose

  • Spotify
  • Instagram
AstonRD_MenteeSQ_SofiaM.jpg

Sofia Machray

  • Spotify
  • Instagram
AstonRD_MenteeSQ_TimmyP.jpg

Timmy Porter

  • Spotify
  • Instagram
AstonRD_MenteeSQ_VenusMp3.jpg

Venus Mp3

  • Spotify
  • Instagram
AstonRD_MenteeSQ_Xuzz.jpg

Xuzz

  • Spotify
  • Instagram
AstonRD_MenteeSQ_WillM.jpg
AstonRD_MenteeSQ_GNightMD.jpg

Will McClean

  • Spotify
  • Instagram

Good Night My Darling

  • Spotify
  • Instagram

MASTERCLASS MODULES

Each in-person module provides actionable advice to accelerate your music career development.

 

Our goal is to guide you in mapping out a clear and purposeful path for your music journey

1

MINDSET & MUSIC 
 

Whakawhanaungatanga - In our first session we'll spend time establishing our relationships alongside learning how to balance both the business and creative sides of music with a positive mindset.   

 

Learn tools and techniques taught to high profile sports persons and how you can adapt those elements in to your life as a career artist. We welcome Dr Luke Rowe, a clinical psychologist, Senior Lecturer Hauora and Mindset Coach for the Hurricanes Super Rugby and Pulse Netball Teams.

Facilitator: Cushla Aston. 
Speaker: Luke Rowe

2

THE BUSINESS OF MUSIC 1
& GOAL SETTING 

In the first half of this session, we will explore the importance of defining goals and how goal setting, planning, and strategy are fundamental to music career development.

The second part focuses on the first of two business models. In Part 1, we cover the essentials of establishing your music business, including business structure, tax responsibilities, bookkeeping, and revenue generation strategies for artists. Our belief is that artists who grasp the intricacies of the music business and revenue generation make more informed career decisions and achieve sustainability faster. We are pleased to welcome Andrew Bain, an accountant and bass player from Fur Patrol, as our guest speaker.

Presented by Cushla Aston.

Speaker: Andrew Bain, Plus Accounting

3

THE BUSINESS OF MUSIC 2
& TIMELINES

In this engaging and informative session, we continue our exploration of the essential components of a successful music career. The session is divided into two parts, each focusing on distinct but equally critical aspects: aligning timelines with your goals and visions, and understanding the world of music contracts that artists often encounter. We welcome Joel Taskoff, Entertainment Lawyer and Award Winning Music Producer.

Delivered by course Facilitator Cushla Aston. 

Mentor: Joel Tashkoff

4

MUSIC MEDIA & PRESS RELEASES

What makes you and your music authentic and stand out in the crowd? In this session we help our artists to identify their unique voice and what makes for a great interview or media pitch.  Learn how to craft a press release and review your biography.  We welcome Martyn Pepperell respected Music Journalist and DJ, and Radio Actives breakfast host and writing Maggie Tweedie.

Delivered by course Facilitator Cushla Aston. 
Speaker: Maggie Tweedie, Martyn Pepperell

DIGITAL MARKETING, THE FUNDAMENTALS 

5

Gain valuable insights into leveraging social media and digital marketing strategies. Discover the art of creating compelling content, building a devoted fan base, and harnessing the full potential of platforms like Instagram, Facebook, and YouTube.  We welcome Nina Lesperance, Communications Advisor NZ on Air and Freelance Digital Marketer.

Delivered by course Facilitator Cushla Aston. 

Speaker : Nina Lesperance

MEET OUR MENTORS 

LUKE ROWE

Luke is of Ngāti Tūwharetoa and Ngāti Raukawa descent. His background is in Clinical Psychology and is a Senior Lecturer Hauora at Massey University and Mindset Coach for the Hurricanes Super Rugby and Central Pulse Netball teams. In this session we'll learn about the power of mindset and how we can use this tool to benefit your career in the music industry.

MAGGIE TWEEDIE

Maggie Tweedie grew up at Lake Tutira a small village in rural Hawkes Bay. She has a Bachelor of Communications in Expressive Arts and Journalism. A broadcaster for six + years, Maggie began in community radio in Wellington and worked in Melbourne, before joining Radioactive.FM and RNZ. She became the first solo female Breakfast Host of Radioactive.FM in 2018. In her spare time, she writes for a variety of New Zealand publications and hosts the City Gallery Book Club and MC’s sustainability events. 

JOEL TASHKOFF

Joel Tashkoff is an entertainment lawyer at specialist entertainment law firm Dominion Law. His specialty lies in music and his practice includes a strong focus on contractual issues surrounding copyright and IP, music publishing, licensing, producer deals, management agreements, and recording contracts. His clients include a range of managers, producers and artists that are active at all levels of the industry, including Joel Little, Jawsh 685, Sam De Jong, Rory Noble, Diggy Dupe, LMC and Shapeshifter amongst others.

MARTYN PEPPERELL

Martyn Pepperell is a music journalist, broadcaster, DJ and sometimes event promoter from Te Whanganui-a-Tara. The foundations of his process are research, listening, reflection and storytelling. Over the last decade, his writing and broadcast packages have been published and presented worldwide by Bandcamp Daily, Dazed, Goethe-Institut, NTS, Radio Alhara, The Wire, Vice Wax Poetics and many more. Outside of his journalism commitments, Martyn has served on funding and arts assessment panels for NZ On Air, Creative New Zealand and The Arts Foundation of New Zealand.Martyn will be mentoring at the 'Authentic Artist' week 3 module.

NINA LESPERANCE

Nina Lesperance has loved music all her life. Coupling this with a media studies degree and her generation’s mastery of social media, Nina brings valuable insight and critical understanding of traditional media, technological shifts and generational trends.

 

She has put this to good use as an effective and creative social media contributor to RNZ’s flagship music show Music 101,  SOUNZ Centre for NZ Music and NZ On Air. Nina is a freelance community and social media engagement manager for acts like Aotearoa AllStars and Bret McKenzie.

ANDREW BAIN

Born and bred in Te Whanganui-a-Tara, Andrew learned piano as a kid and took up bass guitar in his teens. After playing bass in numerous bands, he had a tenure as a professional musician for a time in the early 2000’s. As those years came to a close Andrew realised one of the biggest issues faced by his band was financial mismanagement and took it upon himself to up-skill in the accounting side of business management, hoping to help musicians avoid some of the same traps faced by him. Since then, he's started a small bookkeeping business and eventually joined a boutique accounting firm working there as a tax accountant for the last 10 years.

MEET  THE  TEAM

Cushla Nick George-1256_edited_edited.png

Kia ora, I'm Cushla Aston (Ngāti Maniapoto, Ngāti Pikiao), the founder of Aston Rd and I'm excited to return with the Music Career Masterclass series 2023.

Over the past decade, I've been deeply involved in artist management and mentorship, and I've noticed a significant gap in music business education. For self-managing artists, the challenges can be overwhelming.

 

Our goal is to help our participants strike a balance between creativity and career, providing them with essential business knowledge, tools, valuable networks, and a supportive community they can rely on.

Meet our dedicated team of talented individuals working alongside me below.

 

Learn more about Aston Rd here

wallace pic_edited.jpg

WALLACE GOLLAN

DESIGN THINGS

Wallace Gollan is a musician who has designed visuals for her project from day one in the music biz. Over time she started designing for other artists and what started as a hobby, has grown into a thriving freelance graphic design business, creating posters, merch and assets for social media campaigns. Wallace's goal is to create cohesive and exciting work with an emphasis on colour and audience engagement.

BONNIE ALLEN
ASSISTANT

Bonnie Allen recently graduated Massey University with a Bachelor of Commercial Music majoring in Music Industry with honours, focusing on Music Management.

Following graduation Bonnie started her own promotions and management company, 'House of Bonnie', which is the home of my projects and entity for representing artists Casual Healing, REID and Mikeyy.

 

With thanks to the NZ Music Commission for making this possible

NZMC-FULL-LOGO-BLACK.png

ABOUT

Aston Rd was founded in 2010 and is owned and operated by Cushla Aston (Ngāti Maniapoto, Ngāti Pikiao).

We specialise in Artist Management, mentoring, music business education, artist development and project management.

With over a decade of experience in the New Zealand music industry Cushla has worked with notable independent platinum selling acts such as Fat Freddy’s Drop, Kora, Trinity Roots and currently manages Louis Baker.

 

In 2012 Cushla won ‘Upcoming Manager of the Year’ and was a finalist for ‘Manager of the Year’ in 2015 and 2021.  She is the Chairperson for the Music Managers Forum, has over 300 hours of artist mentoring experience supplying services to the MMF and Te Māngai Pāho; and is a Senior Lecturer at Massey University College of Creative Arts delivering the industry paper on Artist Development.  In 2022 Cushla launched Aston Rd Music Career Masterclass, a six module series of Masterclass focused on supporting the careers of ten self-managing and independent artists based in Wellington.

 

Collectively her clients have been winners and finalists in the APRA Silver Scrolls, Taite Music Awards, Aotearoa  Music Awards and NZ Music Critics Choice Awards.  They have toured both nationally and internationally including territories such as the UK, Europe, Asia, Polynesia and Australia.   Acting as her clients’ independent record labels she has also helped them reach Top 10 debuts in the official New Zealand Album Charts.

Cushla is a certified and accredited life coach, has diplomas in Cognitive Behavioural Therapy, Neurolinguistic Programming, a Mental Health First Aid Certificate and has the Mana Ora - New Zealand Certificate in Māori Business and Management.

PRESS

Screen Shot 2021-09-19 at 2.50.07 PM.png
Screen Shot 2021-09-19 at 2.49.31 PM.png
capital mag.png
Screen Shot 2021-09-19 at 2.52.01 PM.png

previous campaigns

CONTACT

WHAT MATTERS TO US

To nurture, empower and help support creative talent

Enable our people to live off what they love

To grow our community through collaboration

Contribute to the art of happiness and well-being through creativity

 

We work with many great organisations, talented individuals and small businesses. 

We'd like to take this opportunity to give them a shout out.

 

Screen Shot 2021-09-19 at 6.37.16 PM.png
Screen Shot 2021-09-20 at 8.32.41 AM.png
Screen Shot 2021-09-19 at 6.44.56 PM.png
Screen Shot 2021-09-19 at 6.33.14 PM.png
Screen Shot 2021-09-19 at 6.37.04 PM.png
Screen Shot 2021-09-19 at 6.39.33 PM.png
Screen Shot 2021-09-19 at 6.38.39 PM.png
Screen Shot 2021-09-20 at 8.35.32 AM.png
Screen Shot 2021-09-19 at 6.46.42 PM.png
Screen Shot 2021-09-20 at 9.41.55 AM.png
Screen Shot 2021-09-20 at 8.30.58 AM.png

Join our mailing list

Thanks for subscribing!

About
Contact

2023

bottom of page