Arweave TX
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At the start of the year, I kept hearing the same question from collaborators, industry peers, and even myself: "What do you need?" It was a deceptively simple question that carried significant weight and made me reflect deeply on my direction. It’s a simple question, but I didn’t have a good enough answer. We as artists often laud broad concepts as what we need: a manager, an agent, a dev, more money, but rarely a deeper explanation of actionable tasks. For me, I am weaving a web of complex outputs, blending a traditional music career with something entirely different. My career as Sound of Fractures had grown in exciting ways, but it had also become overwhelming. I was juggling so much—music projects, teaching as a lecturer, and being a parent of two—that I barely had time for the thing that started it all: making music.
It wasn’t just about being busy. Every time I sought advice, I found myself struggling to articulate what I did and how all the pieces of my work fit together. The traditional music industry frameworks didn’t seem to apply to my multidisciplinary approach, and it became clear that if I wanted this to work, I’d need to create a framework that was uniquely my own. Sitting in some meetings with managers and labels interested in working with me, I was not as excited as I should have been, I didn’t feel the urge to bend my vision to fit in a box that suited the opportunities coming my way like I used to. But, I also realised I needed to work on a clearer business model and way of communicating what I wanted my career to be, because no one else was going to be able to.
This is the first in a series of posts where I'm going to try my best to break down step by step how I’ve been using my own knowledge and experience along side AI tools to rethink my career and communicate it to the wider world, creating actionable steps forward, and the tools to take those steps. The intention is to essentially open source my process in the hope that: you join me on this ride, I find other patrons and investors who will support my work so I can remain independent and free from traditional industry structures, and give access and inspiration to other artists. It will be in a way like a practice based short course.
To start with I decided I needed to pause and really look at everything I was doing. I wanted to:
Map out all my commitments and see how they connected.
Understand what was working, what wasn’t, and what needed to change.
Build a plan that made sense for my goals and allowed me to focus on what mattered most.
This wasn’t just about survival—it was about creating a sustainable foundation for my future. SCENES, was central to this vision, with goals like launching an exhibition, promoting the book and hosting my first live show. On top of that, I had personal milestones, like getting married, that added to the need for clarity and balance.
I use LLM’s like ChatGPT quite a lot and I'm often surprised how bad people are at using them, so I wanted to share an example of how I find them useful. I like working with other people but as an independent solo artist it is hard to orchestrate that or make it work within other people's time. So, rather than looking for final answers, I use ChatGPT (or others) more like an assistant or sounding board. I am skeptical of any AI music manager type interfaces, they are often built by people with little understanding of how the legacy music industry works, let alone how things are evolving in practice now. What I find is that they are great at telling you everything you already know, however, I use them a lot, but without any expectations. The trick I is learning how to prompt well and how to feed them the most useful information, without them getting lost, or starting to freestyle in their own voice. So, I’m going to try and share how I have been using ChatGPT, Claude and some other tools to work through this next step in my career. I wanted to make you all a part of this journey, partly so you can understand and support me in this next year, but also because I think it will be useful for other creatives and music-interested people. The key, as I believe with so many things is: CONTEXT.
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What I Shared:
I find that playing the models against each other works well for me, checking for which produces the best output for the task in hand, and focussing on using it as a brainstorming and admin assistant rather than an oracle of knowledge. Claude for me produces less predictable, less trashy output, and I prefer its tone of voice and the language it uses, so I often start there. With Claude now able to directly interact with Google Docs, this also increases the amount of information it can hold in a project (Claude’s version of a custom GPT). Disclaimer: I am not an expert in prompting at all, I just apply my way of thinking to using these tools.
Here is how I started in ChatGPT: The initial conversations started with a prompt with links to EPK,s and press materials I had written for my projects SCENES, the SCENES exhibition deck and Network Archives. My thinking here was to share what do I do that makes me different.
The response to this from Chatgpt is as follows:
From the information you've provided, I can help you begin creating a framework for transitioning Sound of Fractures from a traditional artist profile into a creative studio or startup. Here's how I propose we proceed:
Vision: The future state you want Sound of Fractures to represent. Example: "To redefine the music experience by integrating audience collaboration, technology, and multidisciplinary art into innovative revenue models."
Mission: Your current focus. Example: "To create emotional electronic music and experiential projects that deepen connections between art, technology, and audiences."
Based on your challenges and aspirations:
Creative Development: World-building, music production, and integration of technology.
Audience Engagement: Building interactive and collaborative experiences.
Revenue Innovation: Exploring NFTs, physical products, exhibitions, and alternative funding models like crowdfunding.
Operations: Coordinating admin, events, marketing, and product launches.
Creative Team: For content, world-building, and tech integration.
Operational Team: To handle coordination, logistics, and marketing.
Advisors/Consultants: Experts in Web3, blockchain, and emerging tech.
Short-Term (0-12 months):
Launch a minimum of two collaborative projects using Web3 technologies.
Host a SCENES exhibition with both physical and digital components.
Build a streamlined workflow for project and event coordination.
Medium-Term (1-3 years):
Expand SCENES into a recurring series with global exhibitions.
Develop new revenue streams from physical and digital products.
Grow your community into an autonomous collective supporting further innovation.
Long-Term (3+ years):
Establish Sound of Fractures as a recognized creative studio.
Scale audience interaction globally through decentralized tools.
Tasks:
Calendar management for project timelines.
Organizing collaborative events (physical and digital).
Overseeing marketing plans and product launches.
Tools:
Project management software (e.g., Asana, Notion).
Social media scheduling tools (e.g., Buffer, Hootsuite).
Community platforms (e.g., Discord, Telegram).
Resources:
Dedicated assistant or agency to handle admin-heavy tasks.
Collaboration with industry peers or mentors for growth strategies.
Digital: NFTs, subscription-based platforms, digital merch.
Physical: Limited-edition products, gallery exhibitions, installations.
Hybrid: Bundled digital-physical experiences (e.g., NFT + exhibition ticket).
Now at this point, I’m feeling; like ok this is useful, but not rocket science, but i continue, making sure I am guiding it. For me it’s a great way to get lost in planning just like I was getting lost in a beat. I can stick to note form and quick thoughts, and it can fill in the gaps.. It's also great at ignoring all my dyslexia and understanding me when I’m in thought flow :)
“Here's a detailed outline of specific tasks for each area of your business, categorized for clarity:
Create a social media content calendar, focusing on consistent posting and engagement.
Develop targeted campaigns to promote upcoming releases.
Set up analytics tracking for social platforms to measure reach and engagement.
Identify and engage with potential collaborators and audiences on socials.
Develop a pitch deck or one-pager to present Network Archives to potential partners and clients.
Plan and execute email marketing campaigns targeting collectors, curators, and fans.
Research and implement a sales funnel for digital and physical product offerings.
Develop a timeline for each release, including creative, production, and launch stages.
Work closely with designers and developers to finalize assets for upcoming releases.
Collaborate with the metalabel to align release strategies and promotional efforts.
Develop a brand strategy for the SCENES profile, emphasizing storytelling and emotional resonance.
Plan a daily posting schedule featuring prompts and individual scenes, along with engagement tactics.
Link posts to a landing page for the SCENES book, integrating direct sales opportunities.
Research and create a shortlist of galleries that align with SCENES' ethos and audience.
Draft a professional outreach template to pitch the exhibition concept.
Schedule and conduct meetings with gallery representatives to discuss potential partnerships.
Identify potential sponsors (e.g., tech companies, arts organizations, brands with cultural relevance).
Create a sponsorship deck showcasing the value of SCENES and the exhibition.
Apply for arts grants and other funding opportunities.
Research and shortlist social media marketing companies specializing in creative or experimental campaigns.
Develop a brief outlining your needs (e.g., video editing, short-form content creation).
Oversee the onboarding process and set performance metrics for the chosen company.
Plan engaging campaigns to increase views and interaction (e.g., behind-the-scenes content, interactive stories).
Monitor analytics to understand trends and adjust content strategies accordingly.
Respond to live requests and collaboration inquiries promptly.
Organize and categorize incoming emails, flagging priorities for follow-up.
Maintain a database of contacts for collaborations, live events, and potential sponsors.
Identify brands whose values align with Sound of Fractures (e.g., sustainable, tech-forward, or emotionally driven).
Research partnership models and prepare tailored pitches.
Reach out to brand representatives and manage ongoing communications.
Research emerging technologies and trends in Web3, NFTs, and audience engagement.
Explore innovative ways to integrate audience contributions into upcoming projects.
Identify opportunities to collaborate with other artists or collectives.
Update your electronic press kit (EPK) to include recent achievements and projects.
Research booking agents and promoters specializing in electronic and multidisciplinary artists.
Organize a database of potential venues and festivals, noting application deadlines.
Ensure all songs are registered with relevant organizations (e.g., PRS, PPL).
Cross-check registrations to ensure royalties are accurately tracked.
Keep a log of new releases and registrations for future reference.
Develop a system for tracking live requests and follow-ups.
Organize all song data (e.g., ISRC codes, metadata) for easy reference.
Prioritize tasks for the first quarter.
Decide which tasks you can delegate and which require your personal involvement.
Create timelines and assign deadlines to ensure progress in each area.
Let me know if you'd like to build out templates or tools for specific tasks, such as sponsorship decks, gallery pitch templates, or content calendars.”
So, this is where I pause. This is not a final useful product for me yet, I will get to that in the next post. Knowing when to take a second and look at any AI output and ask yourself: how useful is this? It’s an important part of the process. What is this actually going to help me do differently? Yes, it's useful to take this mess of a world and tasks that music has become and organise it, in fact it's really useful, but doing that is a normal part of my process these days. But this time I wanted to make sure I was taking it further. Where next, I'm not always sure, but I tend to keep probing and re-prompting and pushing myself on my end too. In this case the next step was about: what more context can I gather? Now it's not just me organising my career, and I have this tool to read, analyse and summarise large amounts of information: Let's take this further and build a project that is representative of all of my world.
To started this stage by listing some simple areas that I thought would paint a decent picture of my world, and put the information I gathered into a series of structured google documents, many of which I developed using ChatGPT (as the way it references files I find quicker and more useful for short tasks)
These included:
Income Streams and Summary: Covering teaching, crypto, streaming, funding, patrons, Substack, and even my accounts.
Social Media Summary: Platforms, content examples, content pillars, and references to creators I wanted to emulate, including web links to press coverage about them.
Project Write-Ups/Electronic Press Kits (EPKs): Descriptions of output types and an overview of my approach.
Music Bio/EPK: Focused on sonics, style, releases, and target artists in similar lanes.
Press and Interviews: Compiling existing media coverage.
Alternative Creator Career Examples: Articles and resources on creative studios, influencer models, YouTubers, art collectives, and design studios.
NFTs/Web 3 Projects: Summarising ongoing and past experiments.
Panels, Spaces, and Podcasts: Titles of events and discussions I’ve participated in.
Here is an example of some of the areas that needed more detailed context, and how I collated additional data to fill these gaps. I’ve chosen the social media one to share as for many of us the language of marketing is uncomfortable, so why not let someone else work on it with you?:
Social Media Summary:
I used Recoup.ai to skim my social platforms and get a picture of my current audience. Built by a developer I trust called Sweetman I knew the tool was early stages, but built by people with good intentions, so I gave it a go. As my audience is small and one goal of this process is to grow, I also used Recoup.ai to analyse the audiences of a few influencers I aspire to emulate or learn from. This helped create more comprehensive context.
What it gives you looks something like this, first it gives you an audience overview:
Then you can look into each fan segment in more detail:
I scraped all my main social and streaming platforms, and copied the audience information that I felt was most relevant into one main audiences document, added some data from other artists / creators with a bigger following than me into the mix.
I then took this document into ChatGPT, and as usual combined it with some additional back ground on me and the other creators that have also created their own unique careers:
This formed my final social media audience document, an excerpt of the contents is here:
Social Media Approach & Content Strategy
My social media presence is an extension of my multidisciplinary approach to art and music, designed to cut through the noise with content that informs, inspires, and engages. It merges the conceptual rigor of creative experimentation with the accessibility of digital storytelling, drawing from diverse influences like Derrick Gee's visually rich narratives, Elijah's bold and impactful messaging, Mat Dryhurst's focus on technology and audience autonomy, and the cultural insights of platforms like RA.
Storytelling Through World-Building:
My content offers a window into the ecosystems surrounding each project, combining music, visuals, and narratives into a cohesive experience. It invites the audience to not just consume but contribute to the story.
Authenticity in Life and Creativity:
I share the honest realities of balancing multiple roles—artist, parent, and professional—offering a relatable perspective on navigating these intertwined responsibilities. My aim is to resonate with those facing similar challenges, creating a space for shared understanding and encouragement.
Technological Experimentation:
Reflecting my ethos as an innovator, my social media showcases the use of emerging tools and platforms, from NFTs and blockchain integration to collaborative audience contributions.
Community-Centric Collaboration:
Inspired by participatory art, my platforms foster a sense of belonging. Fans are treated as collaborators—whether through submitting content (e.g., SCENES memories) or engaging in conversations about art and technology.
Educational & Inspirational Messaging:
Borrowing from thought leaders like Elijah, I aim to provide bite-sized, impactful ideas that resonate with artists and audiences. Posts may focus on rethinking creative models, building sustainable practices, or exploring new revenue opportunities.
Aesthetic Consistency:
My visuals are clean, minimalist, and evocative, with a focus on emotional resonance and conceptual depth, akin to Derrick Gee’s visual narratives.
Voice: Reflective, forward-thinking, inclusive, and authentic, balancing conceptual depth with personal vulnerability.
Visuals: Minimalist and vibrant, designed to be both calming and thought-provoking.
Engagement: Focused on meaningful conversations, prioritising depth over virality.
This approach positions my social media as not just a promotional tool but an integral part of my creative practice—blurring the lines between art, technology, and community while celebrating the realities of balancing art and life.
This so far is by no means perfect, there’s some weird bits in there, but it makes these tasks more bearable and summarises information better than I ever could.. and it leaves time for me to do the creating. One interesting thing as I’m sure you know if you have made it this far; its time consuming. It still takes work, and time. But here we are, one step closer to something useful. But it still need lots of work.
Creating the general business framework and communicating it.
A master operational framework.
A projects master document with tasks that need doing for each project.
Creating the tools to get the jobs done and make progress.
