An Artist Development and Brand-focused program that guides artists through building a sustainable career by shaping their vision, sound, and goals within a DTC model and data owning system under the mentorship of a top industry executive.
The photo speaks for itself. I had a client, Azizah Diamond, that I took to meet one of my long time friends and client, Neyo.
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The 60-Day Artist Development and Mentorship is a structured, direct-to-consumer (DTC) program designed to help indie artists build a sustainable, independent music business over an 8-week period. Instead of relying on streaming as their main income, artists focus on selling directly to their fans through their own store, merch, digital music sales, tickets, experiences, and subscriptions.
The program is built around three core pillars:
1. Vision
Artists define their long-term purpose and the type of DTC business they want to build. This includes clarifying their message, the impact they want to have on their audience, and the lifestyle they’re working toward through music. The vision becomes the “north star” that guides every decision in the program.
2. Sound
Artists pinpoint their distinct sonic identity—genre, production style, vocal approach, lyrics, and signature elements. In the DTC model, the sound also supports branding, merch design, and limited releases, making it the audio foundation for their entire business.
3. Goals
Artists set specific, measurable DTC outcomes such as:
- Launching a simple online store
- Selling a set number of digital albums or merch items
- Collecting a target number of email/SMS contacts
- Running limited drops or pre-orders
- Building a monthly subscriber base
- Reaching a defined monthly DTC revenue target
Over 60 days, artists work closely with an industry executive (such as Dr. Ty Scott) through mentorship sessions, strategy work, and hands-on execution. The program moves them from concept to action by:
- Setting up or optimizing their DTC store (Shopify, Bandcamp, etc.)
- Creating and pricing products (music, merch, bundles, experiences)
- Building email/SMS lists and collecting fan data
- Planning and executing limited drops, pre-orders, or scarcity-based releases
- Creating content that drives direct sales (not just streaming)
- Linking live performances and ticket sales to their own fan base
By the end of the 60 days, artists have a working DTC system, a clearer artistic identity, and a realistic roadmap to grow their number of paying fans and monthly direct revenue without depending on streaming as their primary income source.
Dr. Ty “Swaggalee” Scott
