Keep your city’s creative dollars local.
Musicians spend millions on creative services every year.
But nearly 50% of that money leaves their local economy.
According to Sound Music Cities Census Data:
Greensboro musicians spend nearly $10M on creative services annually, $5.4M leaves the city.
New Orleans musicians spend $12M on creative services annually, $5.5M leaves the city.
NW Arkansas musicians spend $2M on creative services annually, $1.14M leaves the city.
Tulsa musicians spend $5M on creative services annually, $2.55M leaves the city.
Minneapolis musicians spend $8M on creative services annually, $3.2M leaves the city.
*These results reflect the respondents of the Sound Music Cities Census in each city listed.
Our program aims to increase local creative spending by 5% or more.
That means more money for local studios, creators, and other service providers.
Enroll your local musicians in the
Navigating the Music Business Certificate Program
A workforce development program teaching musicians and professionals how to be successful in their hometown.
Week 1 - Hiring for an Artist’s Team
Participants learn a hiring and expectation framework to build a strong support team for an artist’s career.
Week 2 - Marketing for the Modern Era
Participants explore a marketing and messaging framework designed to connect with modern audiences and build an artist's brand.
Week 3 - Music Publishing Principles
Participants develop a framework for building value in an artist’s song catalog, focusing on registration, monetization, and growth.
Week 4 - Legal Aspects and Analyzing Deal Structures
Participants learn how to read, analyze, and draft basic deals, providing them with essential legal knowledge for the music industry.
Week 5 - Booking Strategies for Small Teams
Participants discover how to develop successful artist shows and learn to track critical business metrics for live events.
Week 6 - Program Wrap and Final Project
Participants combine all the frameworks from the program into a final project, applying their knowledge to real-world scenarios.
According to Sound Music Cities Census Data:
51% of musicians want professional development training in marketing
46% are interested in professional development training in publishing
40% seek professional development in music law
49% need professional development training in booking
*These results reflect the respondents of the Sound Music Cities Census, averaging findings from Nashville, New Orleans, Washington D.C., Northwest Arkansas, and Columbus.
Our program includes:
Year-long access to virtual meetings covering six weeks of music business education.
Year-long access to pre-recorded lectures taught by artist manager and executive Philip Payne.
1:1 coaching sessions to help organize rollout plans or any career needs.
Guest lectures with industry professionals sharing real-world insights.
Immediate networking with current and past participants for collaboration and support.
Tailored pairings based on shared interests and career goals.
How FTS Helped a Band Build Their Live Performance Business & Secure Their First Tour
Alumni Case Studies
CHALLENGES
Before joining the program, Smooth Nature, a trio out of Waco, Texas, faced difficulties in securing consistent bookings, managing contracts effectively, and building a reliable team to support their growth. They needed structured guidance on how to maximize their opportunities and protect their interests.
SOLUTION
They implemented FTS Hiring Framework, which provided them with a structured approach to vetting and hiring the right manager. Additionally, they leveraged the FTS Booking Framework to analyze show data, optimize their booking strategy, and ensure their live performances contributed to long-term business growth.
RESULTS
Since completing the program, the band has successfully applied these frameworks to grow their network and secure better opportunities. They connected with fellow classmate Mario Hernandez, founder of Promo Use Only, who has since booked them on their first Texas tour, marking a significant milestone in their career.
How FTS Helped Martin Leon Define His Audience & Market a New Project
Alumni Case Studies
CHALLENGES
Austin musician Martin Leon needed a way to understand his audience better and craft a compelling message that would resonate with them. Without a clear direction, he risked missing opportunities to connect with the right listeners and build momentum before his release.
SOLUTION
The Navigating the Music Business Program introduced Martin to the FTS Messaging Framework, guiding him through audience research using surveys and interviews, Through this process, Martin identified the key elements that fans loved about his music - his voice, style, and chords. Martin is now using the framework to create targeted promotional material that highlights these strengths, ensuring his messaging aligns with what his audience values most.
RESULTS
By leveraging the FTS framework, Martin is strategically positioning his upcoming project for success. With a deeper understanding of his fanbase and a clear promotional strategy, he is building anticipation and engagement ahead of the release.
FTS is a proud education partner of:
In 2025, the City of Austin’s Music & Entertainment Division selected FTS as an education provider for 137 winners of Austin’s Live Music Fund grant.
Keep your music community thriving by making them self-sufficient.
Download the free guide and send it to the musicians who need it the most.