Limited to 35 Participants

Course starts 15th November 2022

  • 10 x 1,5 hours group sessions taking place every Tuesday & Thursday

  • Interactive live video format, including presentations, exercises and industry guest speakers every session

  • Exploring a different topics and guiding you through the common and unique challenges faced by electronic artists today

  • Every session concludes with a Q&A and opportunity for participation

  • Access to our community, with exclusive materials all year round *

Alma Ernst is a music industry professional with over 30 years experience as a booking agent, artist manager, promoter, and label owner. She's worked with Daft Punk, Matthew Herbert, Âme, Moodyman, Daniel Bell, Theo Parrish, Todd Terje, Robert Henke, Kink, DJ Deep, Perel, Metro Area, Kenny Larkin, Joe Claussel, and many more.

In this masterclass Alma will guide you through the common and unique challenges faced by electronic artists today including career choices, contracting, logistics, networking, and business relations. 

This course is for upcoming artists getting a foothold in the music industry as well as artists who would like to understand the value their agency or manager could (and should) be providing.

5 star rating

Alma Ernst's Online Mentorship Is A Game Changer!

Danny Ho

As an aspiring artist manger taking Alma's course is helping to make my dreams a reality! The knowledge and understand that Alma has of the music industry is...

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As an aspiring artist manger taking Alma's course is helping to make my dreams a reality! The knowledge and understand that Alma has of the music industry is on a much deeper level than expected and her methodology of teaching is real and honest. Being around her for a little over a month has given me a new way of thinking about the artists I've developing and ways to help navigate their journey. Without giving too much away this course is as much mindset as it technical ways to improve. Being successful in the music industry is easy to learn yet takes many years to master. Spending time on this course was one of my best investments and excited for what is to come.

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5 star rating

Super helpful course!

Sam Smith

I felt Alma’s approach to this course was really helpful and inspiring. She listened to all of our individual situations and tailored the sessions to what sh...

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I felt Alma’s approach to this course was really helpful and inspiring. She listened to all of our individual situations and tailored the sessions to what she believed would be most most helpful for all of us. I honestly felt a great humility and genuine desire to help from Alma.

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5 star rating

Deep dive into Alma Ernst's wisdom

Konstantin Lackner

The class with Alma has been amazing! She was sharing her industry wisdom, always considering our individual paths, incorporating them into the sessions, as ...

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The class with Alma has been amazing! She was sharing her industry wisdom, always considering our individual paths, incorporating them into the sessions, as well as being available for one-on-one questions throughout the week, I loved that! It's been great that this class created the sense of a community & of supporting each other... that's what I like to call rock'n'roll 💛🤘🏻

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5 star rating

Out of my home studio into the world

Jesus Baez

Alma's as a mentor inspires one to keep looking, keep believing in one's music and also be confident that you can have a living out of your music career. I'v...

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Alma's as a mentor inspires one to keep looking, keep believing in one's music and also be confident that you can have a living out of your music career. I've been eager to get out of my room and due to the lack of opportunities I was giving up, but now, not only with all the knowledge Alma shared which was pure gold I've connected with the other students and trying to build a community out of this mentorship. 10/10

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Mentorship Schedule

From 15th November, every Tuesday & Thursday

  • 1

    Session 1 - Introduction

    • Introduction - Group Session - 15th November 2022 ; 18h CET

      Meet your instructor Alma. In your first session you'll get to know her background in the music industry and take a first look at how her expertise can help to advance your music career. She will also get to know you better and understand your current status as an Artist.




      • Introduction
      • Present yourself and meet your classmates
  • 2

    Session 2 - Career Planning

    • Artist DNA - Group Session - 17th November 2022 ; 18h CET

      Learn to place yourself within the music ecosystem around you, create your own artist DNA and mind-map your career based on your current activities and other artists in the industry whose path you look up to.




      • Create your artist DNA
      • Mindmap your career
      • Guest speaker: Creative/ Art Director and Cultural Programmer
  • 3

    Session 3 - Agencies

    • Agencies - Group Session - 22nd November 2022 ; 18h CET

      Success in the music industry requires a pragmatic approach to creativity. Learn how to estimate your value, what to consider when approaching an agency, and how best to utilise social media and your creative output.




      • Finding the right agency
      • Junior vs Senior agents
      • How to pitch yourself to a new agency
      • Guest speaker: Junior Agent
  • 4

    Session 4 - Promoters

    • Promoters- Group Session - 24th November 2022 ; 18h CET

      Understand the role of a promoter, what they are looking for when considering artists, what their day-to-day looks like, and best practices.




      • A day in the life of a promoter
      • A day in the life of a booker
      • Guest speaker: Club Talent Buyer / Promoter
  • 5

    Session 5 - Pitching

    • Logistics - Group Session - 1st December 2022 - 18h CET

      The timing of your releases is important, you will learn how to time and manage your releases in the most supportive way towards your bookings and career.




      • Timing of your releases
      • When to pitch
      • Creating and pitching mix
      • Guest speaker: DJ/booker/record store owner
  • 6

    Session 6 - Festival Circuit

    • Festival Circuit - Group Session - 6th December 2022; 18h CET

      You have been offered a festival slot: now what? Evaluating between options: which floor do I want to play on? Shall I accept the smaller slot or pitch for the later slot? …




      • From boutique, DIY to big festivals
      • Guest speaker: festival booker
  • 7

    Session 7 - Your Creative Output

    • Agencies - Group Session - 8th December 2022; 18h CET

      Your creative output: releases, labels, podcasts, mixes…




      • How and when to release your music
      • What if I am only DJing?
      • Release strategy: understanding the highest impact opportunities for you
      • Guest speaker: label manager, booking agent
  • 8

    Session 8 - Performance

    • Releases - Group Session - 13th December 2022; 18h CET

      What to be aware of before, during and after your performance




      • Dealing with obstacles on the road
      • Logistics and travel ‘etiquette’
      • Alma will share case studies and real-life scenarios
      • Guest speaker: live artist + tour manager
  • 9

    Session 9 - Booking Protocols

    • Creating Opportunities - Group Session - 15th December 2022; 18h CET

      Understanding the different booking deal structures (e.g. landed vs ‘+++’ on top), preparing tools that are useful to promoters and your agent when booking, as well as strategies to identifying the most relevant territories for you.




      • Identifying the right territories for you
      • Administrating your bookings or working with an agent
      • Tech Riders, EPK, press kits, footage…
      • Guest speaker
  • 10

    Session 10 - Building A Sustainable Career

    • Sustainable Career- Group Sessions - 20th December 2022; 18h CET

      How to create and build a sustainable career without compromising your integrity? Learn to evaluate opportunities and make smart decisions that will serve your career and your personal identity. How to take care of your mental health in




      • Artist guest speaker


Tuesdays & Thursdays, from November 15th

10 Group Sessions / 18:00h CET

  • €300,00

    Regular Price

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  • 3 x €105,00

    Split into 3x monthly payments

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  • 2 x €155,00

    Split into 2x monthly payments

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