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ARTIST MANAGEMENT . MUSIC BUSINESS
MUSIC CAREER
MASTERCLASS
Calling all independent musicians: ‘Music Career : Masterclass’ is here to help
Developed for Wellington based independent artists who are serious about a career in the music industry.
Apply here for one of ten places on the Aston Rd Music Career Masterclass Series.
COURSE DATES
21 May | 28 May | 4 June | 11 June | 18 June | 25 June
10am - 2pm
Applications open - 29 April 2022
Applications close - 6 May 2022
THE MASTERCLASS OF ALL MASTERCLASSES!
Aston Rd is proud to present a series of six masterclasses specifically designed to help the development of ten Wellington-based independent artists who are serious about making a career in the music business.
Presenting the series is Artist Manager and Music Business Consultant Cushla Aston of Aston Rd alongside some of New Zealand's industry leaders in their field -
Mindset Coach - Luke Rowe
Entertainment Accountant - Nina da Coasta
Marketing and Publicity Manager- Leanda Borrett
Journalist and DJ - Martyn Pepperell
Stylist - Kate Stacey
Social Media & Influencer Manager - Molly Littlejohn
Publicist & Music Manager - Nicole Thomas
Radio Broadcaster and Producer - Yadana Saw
CRITERIA TO APPLY
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You must be a Wellington based artist / act
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18 years or older
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Write and perform original music
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Have two original music recordings (released or demos)
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Existing social media platformsR
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Releasing new music within the next 8 months
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Have access to the internet and a laptop
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Available to attend each class in person
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Can commit to 3-4hrs homework each week
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Not signed to a major record label or experienced management
* Placements are by application and contestable
* The course is limited to 10 participants to ensure that the training is hands-on, supportive and collaborative.
* With thanks to the NZ Music Commission Capability funding the total cost for the entire masterclass series is reduced to $100.00.
MEET OUR MENTORS
Leanda Borrett
Leanda has nearly 30 years’ experience working in the broadcast and media industries across music, film and television. In 2016 she established her own music PR company 'Eleventy12' and is currently a mentor, specialising in music marketing, for Music Managers Forum Aotearoa and NZ On Air.
Nicole Thomas
Nicole co-directs 'NicNak Media' (PR and promotions and music management). She has over 20 years of experience in media industries including 8 years at Warner Music NZ specialising in publicity and radio promotion.
Molly Littlejohn
Molly Littlejohn is a Talent Manager at People of Influence, working with genuine talent such as radio hosts, musicians, actors, athletes and more to secure brand deals to help evolve their social media accounts.
Luke Rowe
Luke is of Ngāti Tūwharetoa and Ngāti Raukawa descent. His background is in Clinical Psychology and is a Senior Lecturer at Massey University and Mindset Coach for the Hurricanes Super Rugby and Central Pulse Netball teams.
Nina da Costa
Nina is a Wellington based taxation accountant, with a particular in interest in Entertainment. With over 20 years of experience working with bands and artists, her clients include Fat Freddys Drop, Lord Echo, Louis Baker and more.
Martyn Pepperell
Martyn is a music journalist, broadcaster, DJ and event promoter, with his writing presented worldwide. Outside of journalism, Martyn has served on funding and arts assessment panels for NZ On Air, Creative New Zealand and The Arts Foundation of New Zealand.
Kate Stacey
Kate stacey is a business owner in Wellington creative director / brand direction and social media consultant of young artists at the start of their music careers
Yadana Saw
Yadana is an experienced broadcaster and radio producer. She has onscreen experience hosting RNZ’s 2016 Silver Scroll coverage and the The Spinoff’s Final Mix series. She is passionate about storytelling and creating the right conditions to transform a routine interview into a worthwhile conversation.
MASTERCLASS MODULES
Each module is delivered in person and offers practical advice to help you up-skill
and fast track your music career development.
We want to help you map out the steps to developing a focused and meaningful music career.
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. We welcome Dr Luke Rowe, a clinical psychologist, Senior Lecturer Hauora and Mindset Coach for the Hurricanes Super Rugby and Pulse Netball Teams.
Delivered by course Facilitator Cushla Aston.
Speaker: Luke Rowe
2
THE BUSINESS OF MUSIC & GOAL SETTING
The first half of this session will cover everything business - business structure, tax obligations, book keeping, how to make money, contracts, the value of your assets and more. Our belief is Artists who understand the business and how they make money become sustainable faster and make better music career decisions.
The second half of this session will look at how to define goals and why goal setting, plans and strategy are critical to the development of a music career. By the end of the session attendees will have a 12-month plan and a strategy to align their goals and vision.
Delivered by Cushla Aston.
Speaker: Nina Da Costa, Tax Accountants
THE AUTHENTIC ARTIST 1
PRESS RELEASES & BIOS
3
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. They will learn how to craft a press release and biography using structure, creative writing techniques and facts.
Delivered by course Facilitator Cushla Aston.
Mentor: Leanda Borrett
Mentor: Martyn Pepperell
4
THE AUTHENTIC ARTIST 2 THE IMAGE
A strong image can be the difference between getting the front cover or a small editorial. Fans connect with you and your music by the way you look and sound. In this session we talk about styling, what it says about you and how to use what you've got.
Delivered by course Facilitator Cushla Aston.
Mentor: Kate Stacey - Stylist
DIGITAL MARKETING, THE FUNDAMENTALS
5
With a focus on Facebook and Instagram we help students to set up a Business Manager account and create a demo ad. We focus on target audiences, how to boost, how to set up a cross-post and discuss what makes an engaging ad. Students will have the skills to run their own FB & IG digital campaigns.
Delivered by course Facilitator Cushla Aston.
Mentor: Molly Littlejohn
Team: Nina Lesperance
6
MEDIA READY
IIn this final session we cover the essentials of media training - preparation, the do's and dont's, what makes a great story and how to navigate the demands of a media run. Students will have an opportunity to be interviewed by a radio presenter with feedback.
Delivered by course Facilitator Cushla Aston.
Mentor: Nicole Thomas
Mentor: Yadana Saw
FOLLOW UP COACHING SESSION
Participants will receive a one hour one-to-one coaching session within
two weeks of completing the series with the course founder Cushla Aston.
MEET THE TEAM
Kia ora, I'm Cushla (Ngāti Maniapoto, Ngāti Pikiao), the founder of Aston Rd and I'm super excited to launch this masterclass series in Te Whanganui-a-Tara.
I’ve been managing and mentoring artists for the past decade and there’s a real gap in the teaching of the business of music. And, if you’re a self-managing artist then the struggle is real.
We want our participants to find the sweet spot between creative and career and to walk away with business knowledge, tools, networks, and a community of people they can call on.
Meet the team of awesomely talented individuals working behind the scenes with me below.
Learn more about Aston Rd here
Rosie
INTERN & HELPS CUSHLA ON ALL THINGS
Rosie is a Wellington-based musician and has performed at gigs and festivals across the country. She has experience spending 18-months managing a music production studio in the CBD of Wellington called 'PureSound', as well as working previously to help organise music seminars and festivals across NZ. We're excited for Rosie to support some Aston Road sessions to help the artists feel welcome and at home.
Isaac
ALL SORTS OF THINGS
Born and raised in Te Whanganui-a-Tara, Isaac Adams has worked as an artist manager over the last 3 years managing the talented RIIKI REID. After completing a Bachelor of Commercial Music Industry, Isaac has also had a range of experience with festivals, shows, artist liaison and PR.
Wallace
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.
Nina
SOCIAL THINGS
Nina is a wizz on all things social media, digital marketing and optimising social engagement. Through her experience with media management through the NZ Music Commission, as well as Radio New Zealand, we are excited to have her on the team to guide and support sessions. She will also help facilitate and mentor on module 5.
With thanks to the NZ Music Commission for making this possible
