Who am I?

Hi, I’m Shawn. For years, I’ve been navigating the dynamic, unpredictable, and exhilarating world of music and marketing, helping artists, labels, and managers carve out their paths in ways they never imagined possible. I’m not just here to offer strategies—I’m here to completely shift perspectives, ignite inspiration, and transform the way you think about your work and your potential.

I wear many hats, and I wear them well. From artist development and tour marketing to Spotify growth, fan engagement, and content strategy, I know what it takes to bring an artist’s vision to life and amplify it. I thrive on crafting bold, innovative solutions that push boundaries—solutions that make people stop, think, and say, “Wow, I never thought of it that way.”

But my expertise isn’t limited to individual artists. I also work with labels and managers, scaling efforts to drive not just artist growth but label growth. Whether it’s shaping an artist’s career or crafting strategies to expand a label’s presence and influence, I bring the same level of dedication, creativity, and impact. From building the right infrastructure for success to positioning a label as a standout in the industry, I approach every challenge with a larger vision in mind.

What sets me apart is my ability to see the big picture—how every piece of the puzzle connects to create something greater than the sum of its parts. I focus on building long-term strategies that go beyond short-term tactics, ensuring every decision contributes to sustainable growth and lasting impact.

At the core of my work are values that I hold myself to and expect the people I work with to embrace as well: honesty, trust, respect, curiosity, adaptability, and accountability. These values are the foundation for meaningful collaboration and the driving force behind everything I do.

On the business side, I bring a data-driven, strategic edge to the table, blending performance marketing, analytics, and CRM management with a deep understanding of storytelling and emotional resonance. Whether it’s crafting a content plan that sparks connection, optimizing workflows for efficiency, or creating ad strategies that actually convert, my approach is rooted in creativity, intention, and measurable results.

And here’s the thing: working with artists isn’t just about the music. It’s about people—their quirks, dreams, fears, and everything in between. That’s where my “spiritual advisor” side comes in. I provide mindset coaching, conflict resolution, and emotional intelligence in leadership, helping clients navigate not just their careers but their lives. Sometimes, it’s about managing budgets or merchandise; other times, it’s about managing energy, relationships, and expectations. Both matter. Both need care.

If you work with me, you’ll find that I see opportunities where others see limits, approaching each project with creativity and flexibility, free from one-size-fits-all thinking. I connect the dots in ways that challenge conventional ideas, crafting strategies and insights that often leave people floored by the possibilities they hadn’t yet considered. Whether it’s vision development, designing a campaign from scratch, or reimagining a music release, I’m always focused on elevating the conversation and delivering results that exceed expectations.

Here are just a few areas where I thrive:

  • Artist Development: Shaping talent into a brand and a career.
  • Tour Marketing: Building buzz and filling venues with the right fans.
  • Spotify Growth: Driving streams, building playlists, and expanding your audience on the platform.
  • Fan Engagement: Turning casual listeners into lifelong supporters.
  • Merchandise Strategy: Designing and marketing products fans can’t resist.
  • Content Strategy and Storytelling: Planning content that resonates deeply with fans and aligns with your goals.

On the marketing side, my expertise includes:

  • Influencer Marketing: Partnering with the right voices for maximum impact.
  • CRM and Email Marketing: Building lasting connections through personalized communication strategies.
  • Analytics and Reporting: Translating numbers into actionable insights.
  • Campaign Execution: Seamlessly bringing big ideas to life.
  • Paid Ad Strategy: Ensuring every dollar spent moves the needle.

And beyond the strategies and execution, I’m here to guide and support you personally:

  • Mindset Coaching: Helping you stay focused, confident, and motivated.
  • Conflict Resolution: Navigating tough conversations and tricky dynamics.
  • Vision Development: Mapping out not just your next move but your long-term goals.
  • Life Coaching for Creatives: Offering wisdom that extends beyond your career.

Ultimately, my goal is to bridge the gap between what you dream about and what’s actually possible—because more is possible than you think. I approach every project with heart, strategy, and an unshakable belief in the power of creativity.

If you’re looking for someone to simply follow the playbook, I’m probably not your person. But if you want someone who will challenge your thinking, push the boundaries of what’s possible, and walk with you every step of the way, I’m here to make it happen.

Reaching the end of this page means you’re exactly the kind of person I want to work with—thoughtful, detail-oriented, and willing to go the distance. Let’s build something extraordinary together.

Say Hello and Let’s Get Started

FAQ

When Should I Contact You?

As soon as possible. The earlier you reach out—ideally well before announcing a tour, releasing new music, or launching a project—the better. This allows me to craft a proactive, holistic strategy rather than reactive, short-term tactics. Early planning is key to long-term success.

How Do I Work with You?

Start by reaching out and sharing what’s on your mind—whether it’s an idea, a challenge, or a goal. We’ll schedule a discovery call to learn more about each other and determine if we’re a good fit. While I do offer short-term campaigns, I’m most motivated by long-term partnerships with visionary clients who value big-picture thinking and sustained execution.

What Services Do You Provide?

I handle nearly every aspect of music marketing, with a few exceptions: I do not offer sync/licensing, PR/press release services, content creation, or graphic design. I also do not write grants. However, I have a trusted network of professionals for services I don’t provide.

For the best results, I encourage clients to share everything they have going on, even areas I’m not directly managing. Having visibility across all facets of your work strengthens my ability to build cohesive, holistic strategies.

How Much Do You Cost?

As someone once said, “How long is a piece of string?” It really depends. Just as there’s no one-size-fits-all approach to marketing, there’s no one-size-fits-all pricing. Let’s discuss your specific needs, and I’ll tailor a proposal that works for you.

Do You Offer Packages or Retainers?

Yes. While I don’t work on an hourly basis, I offer per-project pricing and ongoing retainers, depending on your needs. Let’s discuss what works best for you.

Do You Require Payment Up Front?

It depends on the scope of the project, but typically no upfront payment is required.

What Kinds of Clients Do You Work With?

I work with musicians, labels, and managers, both indie and major.

Do You Only Work in the Music Industry?

Currently, my primary focus is on musicians, labels, and managers. However, feel free to reach out if you think my expertise could benefit you. Over the years, I’ve worked with e-commerce businesses, local service providers (like dentists and lawyers), SaaS products, globally recognized tech companies, and more.

Can You Work with Clients Outside of Toronto?

Absolutely. I can collaborate with clients locally, remotely, or internationally.

What Does the Process Look Like?

It depends on the project, but typically it starts with a discovery call, followed by alignment on goals and outcomes, setting timelines, and building a plan of action.

How Long Does a Project Take?

This varies depending on the project scope and goals. Let’s discuss your needs to create a timeline that works for both of us.

How Involved Do I Need to Be?

The more you put in, the more you’ll get out. Your input and collaboration are crucial to the success of any project.

Can You Guarantee Results?

No, guaranteeing results would be unrealistic. However, I’m honest and transparent throughout the process. If things aren’t going as planned, you’ll know right away, and we’ll adjust accordingly.

Do You Offer Consultations or Audits?

Yes, I offer consultations and audits for a fee. Let me know what you need, and I’ll create a plan tailored to your goals.

What Tools or Platforms Do You Use?

Too many to list! I’m constantly exploring and adopting new tools.

Do You Help with Grant Applications or Funding?

No, I do not assist with grant writing or funding applications.

What If I Have a Limited Budget?

Limited budgets can inspire creativity, but expectations must be realistic. For example, a $100 budget won’t sell out a show or generate a million streams. That said, I’m happy to work with you to create strategies that maximize your resources.

What’s Your Approach to Long-Term Planning?

I listen carefully to your goals and challenges, then develop custom strategies tailored to your needs. Every client and project is unique, so I avoid cookie-cutter solutions. My focus is always on sustainable, long-term growth.

What Sets You Apart from Other Music Marketers?

Unlike many in the music industry who have only ever worked within it, I’ve worn many hats across various industries. My journey—from starting in music, to building my own businesses, to working in big tech—has given me a diverse skill set and a fresh perspective. I bring these insights to an industry that often says, “This is how we’ve always done it,” and challenge the status quo to explore new possibilities.