A Total Tuneup is designed to serve as your custom artist development plan.
The process I use to create each Total Tuneup (TTU) comes from my 20+ years of working with musicians and observing those who build sustainable careers vs. those who burn out due to lack of planning and preparedness.
I have observed that artists who have capable strategists around them who understand all of the new music business components and how they fit together experience more success and have longer careers because they don't get overwhelmed and burned out.
Sadly, very few managers, marketers and labels possess artist development knowledge. It is rare to find teams who understand the full scope of the entire ecosystem and know all of the necessary steps needed. So, artists jump straight to hiring a publicist or a radio promoter without a foundation, and this never yields the long-term impact that was expected.
This, unfortunately, has a lot to do with how most artists approach the process. Once the music is finished a deep sense of urgency rushes in, screaming, "Release, release!"
To make matters worse, publicists, radio promoters, and service-based businesses “silo” their tasks without communicating with each other, and in many cases, artists don't have a team for them to communicate with. Nor do they have a plan to position the wins and the opportunities for maximum impact.
And the pressure of consistently releasing new music, social media posting, website updating, newsletter crafting, gig booking, plus learning new technologies and platforms (not to mention the actual creation of the music and practicing) keeps artists busier than ever, further battling key planning and long-term perspective.
This diagram illustrates the areas artists need to have knowledge and strategy in: