THE BIG IDEA
Artists most often fail when trying to play other people’s games.
Trying to play other people’s events. Trying to sign to other people’s labels. Spending weeks, months and years just waiting to be let on the pitch. Inconsistent gigs. Forgotten releases on forgettable labels. Time spent on music costs you money rather than making you any. Music begins to feel like an expensive hobby or a career-choice gone wrong.
At Underbooth, we help creative people (artists) play their own games.
Creative, fun, and profitable. No more waiting to be let on the pitch. Instead, you own the pitch and you choose the game. In 2025, you don’t need permission from other brands, promoters or labels for you to be successful. You can have your own brand, and have it work for you. It can be a space for you to create, share and have fun – and with the correct business systems built around the brand, it can be successful. It can be seen in high numbers. It can give you a full time career in the music industry on your own terms.
You will still work with other brands, labels and events. But it’ll be easier – because you’ll be one of them. They’ll want to work with you.
You can do your thing, and still do their thing. Life is much more enjoyable when you can do everything.
You design the game, you decide the rules, and you keep the prize money.
THE three
steps
STEP ONE: THE BRAND
Together, we’ll build a brand worth loving.
A brand isn’t a logo you slap on an artwork. A brand is a universe. It’s a vibe, it’s a feeling, it’s something people can fall in love with.
First, you’ll work out your reason for existing and you’ll inject some creativity. Next, you’ll design the ways in which your brand will make its mark on the world the things you’ll make and people will consume. Music, Events, Merch, Experiences, Art.
Finally, you’ll decide and create the ways in which you’ll share these things with the world.
STEP TWO: THE BUSINESS
If the Brand is the Art you’ll share with the world, then the Business is how we collect money from that Art.
But make no mistake, both should be creative. Here you’ll put marketing structures around your brand, generating an audience underneath it. You’ll create sales systems for merchandise, music, sample packs, memberships and other digital goods. You’ll create media channels to communicate directly with your fans, and you’ll create marketing systems around those channels to add new fans every day.
You’ll build a business that generates cashflow every day, while making it easy to execute, manage and grow.
STEP THREE: THE JUICE
Finally, you’ll make the juice worth the squeeze.
You’ll take the leverage you’ve built with your brand and its audience and you’ll use that to do the things you want to do with your life.
You’ll use it to fuel your artist career, booking shows and tours that were previously out of reach. You’ll use it to partner with your dream clubs and festivals. You’ll use it to partner with sponsors who want access to your audience. You’ll use it to open doors that are currently closed.
And you’ll use it to put cash into your bank account every single day, while living a life you love inside the music industry.
THE end result
The brand you create will be something you’re hugely proud to call your own. It should be something you love, and are excited to work on for years to come.
You should have a functioning business built around that brand, generating revenue on the things you want to create. That might be club events, alternative events, merch sales, digital sales, working with sponsors – or more likely, several of those things all working together and feeding off each other.
You should have a healthy audience built around your brand, and one that you grow each day using predictable methods that don’t rely on you going viral or doing stuff that you don’t want to do.
Finally, your brand should allow you to live the life you want. That means generating income on your own terms, working with the people and brands you want to work with, and living life the way you want – all while having fun with it.
HERE’S HOW IT HAPPENS
The Training
To start, you’ll follow the video training inside Fully Booked to implement what we teach and build out your content and bookings systems.
The Support
This is not a course – it’s coaching. So you’re not on your own. As you progress through the training you’ll have a weekly check-in inside the community, so that we can keep you in momentum and ensure you’re making progress. We’ll help you when you need help, and celebrate with you when you don’t. We’re also inside the community Monday to Friday for daily support whenever you need help, advice, or feedback.
The Calls
Each week, we have live group coaching calls in different timezones that you can jump on for support and motivation. Some of them are Q&A style where you can get direct help and feedback on your work, others are training style where we share new strategies or help you implement existing tools.
The Community
You’ll get access to two layers inside the Underbooth community. Firstly, you’ll get access to the Fully Booked space where you and the other acts in the programme can share ideas and what’s working – and get help.
Secondly, you’ll get access to the paid private members community where we have well-known labels host A&R sessions and sign tracks each week. We have high-level booking agents, artist managers, talent buyers, music marketers, social media managers and more host live Q&A calls each week.
We have a gig swap network to help you book and swap shows with acts of a similar style to you. And we have regular online and in-person meet-ups.
APPLY NOW
FAQ’s
How do I know this is right for me?
Brand OS is for artists who want control over their own careers.
If you’re tired of waiting for a label, agent, or festival to give you a “yes”… If you want to build your own business inside music—whether it’s a label, events, merch, sample packs, or collaborations—this is for you.
If you just want to play a few gigs and dabble, this probably isn’t the right program.
This is a music business program for electronic artists who want to build something sustainable, take control, and make a living from music.
What’s required of me when joining Artist OS?
Yes, absolutely! You don’t need to start a separate brand—your artist brand can work just fine.
The key is treating it like a business:
◗ Build revenue streams
◗ Create partnerships
◗ Run it as a serious operation
If you just want to focus on music and avoid the business side, this might not be the right fit. But if you want control over your career, Underbooth OS is for you.
What if I have no experience running a brand?
No problem. That’s what we’re here for.
We provide the full training, a step-by-step roadmap, and hands-on support.
Building a brand isn’t rocket science—you already have the answers inside you. We’ll ask the right questions and guide you through the process of creating a sustainable, profitable music brand.
Why is having an independent brand so important?
It’s a cheat code.
DJs pitch clubs, labels, and festivals every day—and most of those pitches look the same. But when you approach them as a brand with a business collaboration, it’s a game-changer.
Promoters get bombarded with DJ pitches, but they don’t get as many business partnership requests. If you pitch them as a brand, you stand out immediately.
Having your own brand also means:
◗ You control your releases
◗ You decide when you play
◗ You choose who you partner with
◗ You keep the lion’s share of the revenue
◗ Nobody can drop you, fire you, or change the rules
If you’re serious about a long-term career in music, building an independent brand is one of the smartest moves you can make.
How will it help me?
Brand OS will help you in three key ways:
1. Collaboration – You’ll build something that lets you work with artists, labels, and promoters on branded content, events, and releases.
2. Income Streams – We’ll show you how to generate money from merch, digital goods, sample packs, sponsorships, events, and community revenue.
3. Leverage – Your brand becomes a partnership vehicle, making it easier to work with bigger names and better opportunities.
What’s expected of me?
This is your brand, your career, your future.
We’ve already laid out the steps—all you have to do is follow them.
To succeed, you should:
◗ Set aside 2-3 hours a week to work on your brand
◗ Complete the training
◗ Join the coaching calls
The more time you invest, the faster you’ll see results.
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