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Release Yourself

Designed to guide artists through the process of releasing their first tracks

Release Yourself is a new Generator programme, guiding artists through a process of releasing music through the right channels with a promotion strategy, and ensuring that all the correct registrations are in place so you can make money.


About the Programme

Credit: Victoria Wai Photography

This is a rolling programme that started in 2020 and we will be supporting 24 artists before the end of 2021 through a uniquely structured programme to support the release of new music. Applications are open on a rolling basis.

As part of the process, we will assist in the following:


At this stage, we will work with the artist to ensure they have all the correct registrations in place to make the most of releasing the track.

Structure and Release Strategy

Talking artist through the timescale for release and explain the key fundamental elements that need to be in place to ensure the optimum success of the release.

Credit: Victoria Wai Photography

Digital Marketing Strategy

We will construct for the artist, a social media strategy for the release and plan appropriate content to build anticipation and promotion before, at, and post-release date.


At this stage, we will be taking the artist through the process of uploading the tracks as well as how the artist might engage with PR. In the weeks leading up the release and for a few weeks after release, industry professional Andrew Archer (Loft Music) will engage with the artist on a one-to-one basis to allow for debriefing and exploration of next steps. This period may include discussing tactics for engaging with and applying for playing at festivals as well as other showcasing events.

You'll be working with...

Andrew Archer, Loft Music

Andrew has been working in the music industry for over 20 years, having started at Global Underground, the internationally renowned dance music brand, from its inception in 1996 until leaving to run Loft Music full time in 2007, and was an instrumental figure in Global Underground’s success.

Loft Music creates and licenses music to some of the world’s leading entertainment brands, including Sony, EA Sports and CBS Television for titles such as Gran Turismo, CSI: New York and SSX Tricky.

For the past 5 years, Loft Music has been back working with Global Underground. Andrew is now Label Manager and runs the label, roles include licensing, royalty accounting, artist liaison, manufacturing, distribution, D2C sales, social media management, tour support and anything else that is needed within this ever-changing industry.

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