In September 2008, I walked out of my family's bakery with one idea that everyone told me was insane.
I wanted to change the music industry.
Not from the inside, because the inside was the problem.
I'd spent years studying how the business actually worked, collaborating with record labels, managers, agents, and promoters.
What I found was ugly.
The music industry was a machine, designed to chew up artists, exploit their creativity, and prioritise profit over people.
The same system that tells you to release music, chase playlists, grow your following, and hope for a break?
That system isn't broken.
It's working exactly as intended.
It keeps artists dependent, desperate, and disposable.
So I decided to build something different.
A model that put the artist in control of their audience, their revenue, and their career.
Everyone told me it couldn't be done.
So I took that model and tested it on one of the hardest genres in music, with a band who had nothing.
No fans.
No connections.
No safety net.
What happened next became the proof that changed everything.
