Do you recognise yourself in one or more of the following statements?

You are a musician, artist, songwriter, producer, composer or music coach.

You’re dreaming of a sustainable career in music.

You worry how you can ever truly be heard with so many artists trying to make it.

You struggle to make an income from your music or have reached an income plateau.

You are working on your career really hard but have yet to see the results you desire.

You’ve been told it takes mainstream success to survive as an artist.

You want to grow your online presence and fanbase.

You’ve had a level of success but you can’t seem to break through to the next level.

You often feel pressure to jump on board with every new trend, hype or marketing hack.

You have big goals for your future in music but aren’t sure how to make them happen.

If the answer is ‘yes’, then you have come to the right place!

Even though the rise of social media has empowered artists, the majority is still struggling to build a sustainable career and make a proper income from their music.

Which is not surprising…

First of all it seems more artists than ever are trying to make it and competition is high.

Besides that there is a lot more involved with a successful music career nowadays than just the music.

And those things don’t come naturally to everyone.

In fact: it can be quite overwhelming to have to be the creator, but also your own social media manager, A&R, financial manager, booking agent, etcetera as well.

Unfortunately, there is also still a lot of underpayment in the music industry.

And the pandemic hasn’t made things much better either.

No wonder artists feel a little lost sometimes!!

I get it.

I have been there too…

Hi I am Susana!

I am a singer, topline writer and performer with over 18 years experience in the music industry as one of the top vocalists in the Trance scene.

As a female and a singer in the male DJ dominated Dance music industry, the odds of me building a successful career weren’t necessarily in my favor. 

Nonetheless I have been able to build a sustainable career in music, making a living doing what I love most: songwriting, singing and performing!

So what’s my secret?

Looking back what has made the biggest difference for me was the moment I started to approach my career as a business!

I’ll be honest, by nature I am totally not a business minded person. I am a recovering people pleaser, overthinker and perfectionist. And an introvert as well. And anything money related used to make me extremely uncomfortable.

But that’s the thing. Entrepreneurship is something you can learn!

And I truly believe it’s one of the most powerful opportunities us artists have to change the course of our careers and our lives!

And that is exactly what I am teaching you in my new 8 week online course ‘The Journey – Become the creative entrepreneur your music business needs’.

Let me tell you more about it 🙂

I get it!

You’d much rather spend your time making music instead of having to deal with the business side of things.

But if you are ambitious and serious about your career it’s time to exchange the passenger seat for the driver’s seat.

The fact of the matter is (besides your music) building a successful music business requires a specific combination of skills ranging from marketing to branding to sales to growing a fanbase and being able to think strategically and proactively create opportunities for yourself.

It requires you to have a vision and a plan! 

To have a healthy money mindset. Embrace your worth and know how to charge for your work accordingly. To deal with setbacks in a constructive manner. To be able to make tough but impactful decisions etc.

Honestly, I wish I had learnt all of this much sooner!! Because it has been such a game changer for me.

Don’t waste time like I did figuring it all out on your own.

Join me on ‘The Journey’ and you’ll be surprised to see how much you can do if you have the right knowledge, skills and strategies.

Scroll down for more info!

‘The Journey’ teaches you to:


build a music career on your terms without having to rely on third parties


set goals that are aligned with the career and life you want to create


finally start charging what you are worth and feel more comfortable & confident doing so


create multiple income streams (so you won't lose everything during a crisis)


become a magnetic brand and grow your fanbase


build a solid foundation for the future

Join ‘The Journey’ and start enjoying:


a music business that is in line with the career and life you want to create


more impact with your music


a loyal fanbase ready to support you and buy from you


(more) income from your music


a healthy money mindset


a network and support system of fellow artists through the BCFA community

Course contents

Swipe to read what’s inside The Journey!

In 8 weeks ‘The Journey’ will transform you from an artist with a dream, to a creative entrepreneur with the tools, strategies & mindset necesary to build a thriving music career!

To build a music business that is in alignment with who you are and the career and life you want to live!

Without having to sacrifice your creative freedom or well being!

Module 1 | You are the CEO

This module is all about setting you up for success by getting you in the right headspace.

  • What is creative entrepreneurship

  • Start working on your success mindset

  • Learn what it takes to become the best CEO for your music business

  • Determine the mission and vision for your dream music business

Module 2 | Your music business on your terms

In this module I will introduce you to all the different ways you can make an income from your music. This way you will be able to choose the right business model for you (and possibly discover some income streams you didn’t know about yet).

Furthermore we will:

  • Determine your income goal

  • Make an inventory of the current financial state of your music business 

  • Help you choose the right income streams for you

  • Create a business plan to help you reach that income goal

Module 3 | You are worth it

Learn to embrace your worth and become the financial leader of your music business.

  • We will look at how your current relationship is holding you back from setting healthy financial boundaries and charging what you are worth.
  • Improve your money mindset
  • Get a better insight and grip on your music related finances
  • Improve the financial health of your music business

Module 4 | The art of sales

This might be the subject artists struggle with most, because it brings up so many fears and limiting beliefs. We often overcomplicate it, but it isn’t rocket science.

Selling is a process!

  • Dive into the psychology of sales
  • Learn what it takes to turn your fans into customers dying to pay for your music, tickets, merch etc
  • Advice on how to determine the right prices and fees
  • Advice on how to negotiate
  • Learn how you can sell on automatic pilot
  • And much more!

Module 5 | Music marketing and personal branding

In this module it’s time to learn how to become a magnetic brand and a successful marketer for your music business!

  • We will work on defining your unique artist identity and brand
  • Find out who your ideal fans are
  • How to create a community around your music that gets your ideal fans hooked
  • Create your visual branding board for a consistent brand image

Module 6 | Social Media, Content Marketing & Fanbase building

Module 6 is dedicated to raising awareness for your music business and building a fanbase of die hard super fans.

  • Learn the basic principles of content marketing

  • Get a deeper understanding of how social media algorithms work and how to leverage them for more visibility and online growth

  • How to create killer content

  • Find out how you can leverage FB and IG advertising to accelerate your online growth and sell more products

  • Why you should build an email list for your music business and how to grow yours

  • BONUS LESSON: Instagram Growth Hacks For Artists (2022 update)

  • BONUS LESSON: The latest trends in social media

  • BONUS: cheat sheet with social media platforms that allow you to directly monetize your content on those platforms

Module 7 | Work smarter, not harder

Designed to help you work towards your goals without burning yourself out!

  • Learn how doing less, but with more intention helps you to get better results
  • Identify the actions and activities that are most likely to help you realize the vision you have set for your music career
  • How to become more intentional about your social media usage
  • How to set realistic expectations
  • How to manage your time and attention by setting the right priorities
  • And more!

Module 8 | Strategy

In module 8 we will combine everything you have learned and discovered about yourself, your music, your fans, content marketing, branding, sales etc and pour it into a clear action plan to build your dream career.

BONUS NO. 1 | Spotify Mini Course

In this mini course you will learn:

  • How to get your music on Spotify
  • What you have to do to request access to Spotify For Artists and manage your own artist profile
  • A tour of the Spotify For Artists platform
  • How to pimp your profile
  • How the Spotify algorithm works and how you can make it work in your favor to grow your following and streams
  • Spotify playlists, why they are so important and what you can do to get your music on a playlist (without having to pay for it!)

BONUS NO. 2 | Grow your list

Learn how to grow your mailing list using the email marketing software Mailchimp in combination with a free download.

How to advertise with this free download on Facebook and Instagram to gain subscribers at full speed!

Tips on how to run successful email marketing campaigns that will help you turn your subscribers into die hard super fans.

BONUS NO. 3 | Magnetic Merch

Learn how to start selling merch with little to no upfront investment!

I will share with you the exact tools and strategies I have used to launch The Susana Shop and generate 8k in organic merch sales in the first year.

BONUS NO. 4 | Independent release checklist

What you need to successfully release music as an independent artist.

But there’s more! 

Live group coach calls

You don’t have to worry about getting stuck along the way! Every month (for one year) there is a live group coach via Zoom.

In these coach calls you can ask me any questions you have about the course contents and get help and advice when you get stuck.

Not just from me, but from the other students in the course as well!

BCFA Student Community

Having a network and support system is one of the keys to a successful music business. Which is why I created the BCFA Student group on Facebook!

When you sign up for The Journey you will get invited to join the group.

The goal of this group is to provide a safe place for you and fellow students to exchange experiences, ask questions and lift each other up!

How does it work?

  • After signing up you will be able to create your account for the online Business Coaching For Artist Academy and access the course contents right away.

  • You also receive an invitation for the BCFA Student group on Facebook. You will have access to the group for one year.

  • Each module contains multiple video/audio lessons and sometimes also a workbook and/or cheatsheet.

  • Every month you will receive an invitation for the monthly group coach call. Don't worry if you can't make it: you will be able to submit your questions beforehand, which I will then cover on the call. The call will be recorded so you can watch it at your convenience.

  • You have lifetime access to the course contents, so you can take the course at your own pace!

  • You will have one year access to the monthly coach calls and BCFA Student group.

Are you ready to start smashing your music career goals?

The time is now.

You were given your musical talents for a reason!

It’s time to tap into your potential and create some magic.

Or sign up immediately by selecting one of the payment options below:

The Journey

  • Join The Journey and pay in 4 monthly payments of €257,-.

  • Get lifetime access to the course contents and any future updates!

As soon as you sign up you will get access to the online academy.

I can’t wait to welcome you inside!

All you have to do is click ‘sign me up’ to join! 🙂


If you're an artist looking to take your career to the next level, I highly recommend joining 'The Journey'. The course content is valuable, comprehensive and well structured.

What I appreciated the most was Susana's unique coaching approach, focusing more on strategic and business aspects of the musical journey. As artists, we need to approach our artistry and career as a business - this was my main takeaway and shift throughout the course. 

I very much enjoyed our regular coaching calls, as well as being part of an amazing community of like-minded artists. 

I finally started posting on social media and stopped overthinking my journey as an artist. Also, I became more confident in my abilities as a result of all the learnings from the course. 

I'm really grateful for all the learnings - thank you Susana for your leadership and mentorship!

Cris von X on Instagram

Cristina Florea (Cris von X)

Vocalist, songwriter (Hungary)

Thank you, Susana, for taking me with you on The Journey.

I always felt like preparing for a big journey, but never started it. With Susana's music business course, I managed to pack my rucksack and finally start it.

She gave me the compass, the survival pack and the map. I struggled with many doubts, with thoughts like "I will never earn enough money for making a living of it" or "there are so many more talented musicians than me", I struggled with the usage of social media, I had no plan.

And Susana did not just show me my plan, she showed me, how I can make my own plan. How I can find my best way that fits to my goals.

The group coach calls were like light buoys during the Journey. We exchanged our experiences and supported each other. The group melted together and also after the course we are directing lights for each other.

Thank you so much Susana! You are the best guide I could find.

Website: https://martha-zan.mailchimpsites.com/

Martha Zan

Singer, songwriter, Ukelele artist (Germany)

I’ve always found myself working and starting new tracks instead of having to think about the business side of being a composer.

Writing music comes naturally to me and although I am aware that for a successful music career having the right mindset and a proper strategy is just as important as talent, promoting myself is something I have always struggled with.

Thankfully The Journey has helped me set my priorities straight and gave me insight into the business side of being a musician.

It also gave me a huge self-confidence boost and now I feel ready to take the necessary steps to promote myself and my music in a more efficient way.

Website: www.levente-kovacs.com

Levente Kovacs

Composer for media, pianist (Germany)

My reason to join The Journey was feeling insecure about my capabilities of becoming an artist. Luckily I joined the group, because since then I mostly completely got rid of my fears and doubts for becoming an artist. 

What helped me with my struggle? The fellow students and Susana who gave me hope and strength to focus on myself, being who I am, and to know how to become a valuable artist within the business. That’s one of my goals, to run a business in health, music and spirituality.

The Journey changed me as a person and showed me how I can adjust my qualities and use it for good. 

I would definitely recommend this program to other artists, especially if they don’t feel ready and still get stuck in this music business. Then Sanne is here to aid you with the right information and energy. 

Noah Liasam

DJ, producer (Netherlands)

Frequently asked questions

Will it work for my genre?

Definitely! What we teach in The Journey can be applied to all musical genres. No matter how big or small.

Whether you make pop, rap, indie, electronic or any other genre of music, the key to a successful music career is finding your unique voice, brand and message and understanding who your ideal fans (or clients) are and how to leverage the internet to reach those fans and turn them into loyal ambassadors and paying customers. Which you will learn how to do on The Journey.

Can I start the course at a later date?

I can’t see into your schedule ofcourse. But you may want to ask yourself: at this moment in time, which step that I can I take right now has the most potential of making a difference in my career?

And remember: you will have lifetime access to all course contents and future updates. As well as one year access (365 days) to the coach calls and Facebook group.

If not now, when?

Who is the course for?

The course is suitable for musicians, artists, producers, songwriters and music coaches. It doesn’t matter if you’re an independent artist, signed to a label or just getting started.

It helps to have music and/or related products and services ready. But it’s not a prerequisite.

I am a beginner. Does it make sense for me to take the course?

I believe it’s never too early to start learning what it takes to become successful in the music industry.

The Journey can help you figure out what exactly you want to do in music and what the first steps to achieving this could be.

Please feel free to send me an email at info@businesscoachingforartists.com or request a free 30min Discovery Call via this link.

I’ll be more than happy to assist you and help you determine if The Journey is the right course for you at this time.

This course is not for you if…

… you expect overnight results and aren’t willing to put in the work.

… you have a negative attitude and make others responsible for your success.

How do the live coach calls work?

The coach calls take place via Zoom. This means you can tune in from wherever you have an internet connection.

There is one coach call every month. You will get access to the coach calls for one year. In other words: you get 12 monthly coach calls with the program.

Some are in the evening at 7pm CET, some are in the morning at 10am CET. This to give everyone a chance to join live.

Mind you!

As this is only the first year I am offering The Journey, the number of attendees per coach call is still relatively small. Which means more personal time and attention for you!

Which, btw, is also an extra reason why it is recommended to join The Journey now, as I foresee the group becoming larger as more artists join in the (near) future.

What if I can’t make it to some or all the live coach calls?

Some of the coach calls are in the morning, some are in the evening. This to give everyone the opportunity to be there live.

But it’s not a problem if for some reason you can’t attend. All the coach calls will be recorded. So even if you can’t make it live, you will be able to watch the replay.

Just make sure to submit any questions you have prior to the session and I will answer them regardless (you will receive an email from me a few days before each coach call to remind you to submit your questions).

How soon can I expect to see results?

All the lessons and knowledge we provide in The Journey is desiged to set you up for success. However, student results will vary and depend on many factors (such as your background, work ethic, the quality of your music etc).

Some things that are taught in The Journey can be applied right away and give immediate results. Other things might take months or even years to implement and get right.

Building a sustainable music career takes time and effort. Which is also why you get lifetime access. So you can go over the course materials again whenever you need.

I feel like I’m not ready yet….

Personally I believe there is no time like the present. In order to build that dream music business you have to be willing to make your music career an absolute priority in your life!

And it’s never too early to start learning what it takes to become successful in the music industry.

Furthermore, the course comes with lifetime access. So you can take it at your own pace and you’ll be able to come back to certain topics in the future if at any point you need a refresher.

I have a vacation/trip planned. Will I get behind on the course?

You get lifetime access to all course contents and future updates. This means all course contents will remain available. You can basically take it at your own pace and it’s not a problem if you are away for a few weeks.

You also keep one year access to the coach calls and BCFA Community. The coach calls will be recorded so you can watch them at your convenience.

Also: if you have a laptop, smartphone or tablet you can tune in from anywhere in the world where there’s an internet connection.

What if I don’t like the course?

I’m pretty sure you’re going to love it. But if not, we offer a 14 day money back guarantee from the time of purchase. Giving you enough time to check it out! See paragraph 18 of the Terms & Conditions.

I have another question, how can I reach you?

Send us an email at info@businesscoachingforartists.com or request a free 30min Discovery Call via this link.

We’ll be more than happy to assist you and help you determine if The Journey is the right course for you at this time.

*Still feeling a bit unsure if this course is right for you?
Don’t worry, I understand it can be scary to invest in yourself. And because I believe in the value of this course I have no problem with offering a money back guarantee until 14 days after the start of the program.
Conditions apply. For details check paragraph 18 of the Terms & Conditions.

About the BCFA Academy

The year 2022 marks my 18th year as a professional artist in the music industry.

A few years ago I felt called to share everything I’ve learned about building a sustainable music career with other artists.

This led to the launch of the Business Coaching For Artists Academy (BCFA) in 2019.

With BCFA it is my mission to help you make YOUR dream music career come true.

A music career that aligns with who you are:

your personality, your values and your unique gifts and vision.

…without overworking and losing yourself in the process!

Here’s what other artists said about coaching received through the Business Coaching For Artists Academy.

What a brilliant and thoughtful course – it has certainly built and boosted my confidence in using the tools to develop an authentic online presence and helped me understand and connect with my growing fanbase.

Thank you!

Sue McLaren

Vocalist/Songwriter/Producer (Build & Boost Your Fanbase student 2020)

I really enjoyed the course! For me as a rookie in the social media “business” side, I was happy afterwards that not a single topic was too hard.

Susana explains in easy words the theory about, for example, how to build your fanbase, the do’s and dont’s and facebook algorithms.

She also guides you through processes like how to create effective advertisements on facebook business manager.

On top of that there are cheatsheets and worksheets available for use to make the process even easier.

Well worth the investment, imo!

Rob Binner

DJ/Producer (Build & Boost Your Fanbase 2020 Student)

Susana has great new perspectives and gave me a lot of helpful advices in our one-to-one coaching. It was amazing to talk to a woman who has been working in the scene for such a long time.

She deeply cares about your concern and makes you feel valued.

My favorite quote of her was: You can do a lot yourself if you have the passion, talent and drive.

Thank you for sharing your knowledge Susana!


Songwriter, Vocalist, Producer (Germany), One-to-one coaching client

With years of experience in the music business Susana has alot of great insights to share. In our personal coaching session she answered all my questions and she included some general words of wisdom as well to set me on the right path!

She is a great listener with sincere interest in her clients!

Thank you Susana!


Songwriter, Vocalist, (Netherlands / One-to-one coaching client)

I found our session incredibly valuable.  You challenged me to look at my plan and path differently and gave me a lot to think about between now and when we next speak.
So, it’s fair to say that you easily exceeded my expectations today.  The time was an excellent investment for me.
Brian McCalla

Producer (USA / One-to-one coaching client)

After speaking with Susana I feel much better and more motivated!

I was unsure about so many things and was unable to make the decisions I needed to make, but Susana led me on the right path.

Her advice was really helpful and made so much sense, I no longer feel lost.


DJ, Producer, (Japan / One-to-one coaching client)