Founder of Unlock Your Sound
Hi, I’m Christopher. I run Unlock Your Sound — an online resource for artists, producers, and industry professionals.
I have worked with brands including Tunecore, Distrokid, The London Sinfonietta, The Academy of Contemporary Music (ACM), and Music Ally.
I’ve had the pleasure of working with amazing talent including Labi Ramaj, Elisabeth Elektra, VARGENTA, Peter Ngqibs, Christian Prior, Ophelia’s Eye, Cheri Lyn, Simone Silvestroni, Gerald Duchene, and many others.
How I started Unlock Your Sound
It started as a very broad concept. I had an abstract vision in mind but it’s taken years to refine and articulate it.
In the beginning, we were helping artists with their audio. As we would work on their music, I would ask them what their goals and intentions were. Many of our clients didn’t have a solid answer to this question. At best, they were going to upload the music to Soundcloud and post about it on Facebook.
It became clear to me that artists needed help organising these thoughts.
At the same time, DIY music distribution was emerging, but it was still a new concept to many. Some didn’t even know you could get on Spotify without a label! So I would help musicians through the process of distributing and releasing. And from there, the branding, through storytelling, to direct marketing.
Most artists come at this thinking they only need to get their music heard.
But that’s not the end game.
The goal is to build a brand and an audience that resonates with it.
At any one point, there is more than one answer to this question. The end game is to create a decentralised music economy. One where fans and artists exchange value directly. Everything I do points in this direction.