There I stood in the recording studio with my 1st album just about finished and the birth of my 4th daughter due any day. In this moment I knew my Music dream was over. 

How could I find a way to fulfil my responsibilities while navigating a path in the Music industry? 

The Producer was excited and he felt some more work in the new year should do it. I had tried to use my will and efforts to make the music dream possible. I had got this far… I had recorded a dozen songs and I was improving with each live performance. Why did I feel like I had lost? 

I could feel the weight of my responsibilities. I knew a worthwhile dream in music was important to me, but I was yet to locate people complimenting my momentum; allowing me to focus on building attention through my craft. 

In the previous month I had met and watched a local band dominate their local venue only to learn they had 76 fully Mastered Original songs and years of live shows and experience and they could not find a way forward. 

This cool band felt stuck between the old way and the latest way. This Band decided their dream was lost and responsibilities had won. They would get on with their lives raising children and going to a day job. 

I felt if these highly skilled musicians could not find a way… how could I? The problem was how do everyday local artists build a clear path in the music industry? I had hit a wall and i would have to reimagine a new way to keep the dream alive.

I was worried I would surrender my dream and make up a story for me to drum out as to why I didn’t find a way in Music. I made a promise to myself that day. 

While I  raised my 4th daughter I would look to sell my business and create a new way for musicians in the modern music industry. My new 5 year journey began. 

I played my songs to my new daughter Roxanne, patiently dreaming a little each day about returning to music. I knew my mess would become my message. 

I initially only thought about myself and then realised I had to solve the bigger problem for all Singer Songwriters, before I could safely return to music. 

If I accepted this new responsibility, I would solve the problem. Allowing Singer Songwriters to have a strategic path creating a Music Career in 2020. 

In late 2019, when my daughter Roxy turned 5 years old I dropped everything and began tying my ‘AMPED’ ideas together and testing the process. 

I learned from within the industry and listened to industry thought leaders; I researched the artists and how they connected to each other. 

I then decided to design a framework using my experience growing my businesses over the past 15 years. I knew if I could cross pollinate my business experience into my music goals I could create a framework any singer songwriter can use to grow their journey in sound. 

What was the foundation of the Music game? Do Singer Songwriters follow the old way or use technology to see if the latest way could work? 

I discovered all businesses require 3 pieces to build a strong foundation. The Singer Songwriter business needed to understand Attention, Momentum and Partnerships. 

What behaviours work in building a music business? 

Looking at the confusion on the faces of many original artists, I knew I would need to create a hybrid for all Singer Songwriters to use to their advantage. I decided to look at who was winning and who was quitting. 

I know an amazing sound engineer as a mechanic. My local phone technician was a multi instrumentalist and producer with a home studio owner. My local record store owner is a killer drummer. 

I knew hundreds of local artists who did not make the leap and their music dreams stalled. Desperate to get ahead it seemed no one was following a defined path or working together. 

Singer Songwriters are being sold on tech hacks and modern thought leaders were offering low resolution ideas to navigate the Music game. Music was being sold as money. 

An Artist could build momentum and then use short term attention hacks to get noticed and then bang a career would happen. This was not true! 

The deeper I dug into my own music journey I discovered the Music industry was built on one key ingredient. Long term strategic actions locating people to collaborate with on Music and Business was keeping the dream alive. 

The attention strategy was tested. The momentum was tested and now building partnerships was next. Listening to podcasts, making mistakes, studying, locating mentors, reading, networking and following industry leaders. 

After six months of focused work the Covid 19 pandemic was now in full swing. My family and I decided to lockdown for the next 10 weeks and in this time I knew my world had slowed enough for me to begin sharing my strategy. 

This work helped me prove my hybrid system was an answer to serve Singer Songwriters on their journey of sound. ‘AMPED’ will show you this imperfect outcome. 

If I was stuck in my 2020 lockdown, I would test other Consultants ideas against mine and I was surprised to see no one had created my way, serving the music game in a new way. 

Some were close in ideas, a few top line artists were close in their actions and other systems had low resolution theories not even half close to the solving the problem. I believe the system should serve the Artist. 

The end result on my work is the book “AMPED”. My goal is to help Singer Songwriters; using this framework to pursue their Music Careers. I have imagined a new way to STOP Singer Songwriters from stopping!

‘AMPED is dedicated to all the people, in every street of the world; who may change the world through Music’. 

AMPED was created during the '2020 Lockdown' as a new way for Singer Songwriters to thrive regardless of change.

This book will help Singer Songwriters find a new way to share skills, giving the Fans what they want, connecting with their Peers; while preserving a life long income from their Journey in Sound. 

All through 'AMPED' I share a simple 5 Step framework… 

Platform, Perform, Product, Proof & PLAY. 

This is the same process you can use; acting out your Singer Songwriter Career, in a way that doesn’t distract you from your Life of Music.

I am using 'AMPED' on my Journey in Sound! Please visit the Journey In Sound Tab to subscribe and collaborate in the business of Music! Visit the Music Store for my new book 'AMPED' or grab the merch to have some fun!