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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 17 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:

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

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

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

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

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become a magnetic brand and grow your fanbase

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build a solid foundation for the future

Join ‘The Journey’ and start enjoying:

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

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more impact with your music

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a loyal fanbase ready to support you and buy from you

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(more) income from your music

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a healthy money mindset

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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! Throughout the course there will be 5 live coach calls 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!

Enrolment for The Journey is currently closed.

Want to be in the loop for when the next cycle begins in the fall of 2022?

Sign up for the waitlist below and be the first to know (and get a chance to lock in a special early bird offer!)

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!

Lea

Songwriter, Vocalist, Producer (Germany)

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!

MERYLL

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.

Rinaly

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