goodtwin's Mid-Year Update
Welcome to our bi-annual goodtwin update.
We always mean to do these more regularly, but we blink and 6 month goes by (anyone else!?). Let’s dive in.
Artist & Team Wins:
It’s been a big six months for the goodtwin roster and team:
Three chart placements on the Aotearoa Hot Charts amongst Imani-J’s ‘talk is cheap’ & ‘me > you’, and Lace Mine’s ‘Haunt’.
A cross-roster collab: Moon Age and Lace Mine collaborated on the Remix of ‘Haunt’.
Imani-J took over NZ national radio with her collab with Bam Marley “talk is cheap”, playlisted on 3 major stations (ZM, The Edge and MaiFM), peaking at #6 on the national radio charts.
Global editorial playlisting across Apple Music, Spotify, Deezer, and VEVO for most of our releases.
Fan-first experiments: intimate album clubs, listening parties, and an artist competition to win an in-person writing session.
Sync representation for 3 artists (Lace Mine, Gigi Wilde and BENJAMIN).
6 published Substack articles that continue to give advice to emerging artists (and 350+ new subscribers).
The goodtwin team have spoken on panels, taught a university class, been a guest speaker at a graduation ceremony, interviewed artists at events and co-hosted an international webinar.
We’ve connected our artists across the global industry with live shows, publishing meetings, producers, writers, booking agents, radio hosts and more. (Behind the scenes there’s an endless amount of pitching our artists for opportunities.)
We also had a social media rant about the value of lawyers in the early stage of an artist’s career 😅, so have simplified our contracts to reduce the legal jargon included.
Investing in Emerging Artists:
We are one of the very few labels in the music industry that are still investing in emerging talent - pre-first single release, pre-data, pre-big social media numbers. And we’re not signing lots of artists and hoping one breaks through - we have a small, curated roster of artists that we are developing, piece-by-piece.
We’ve focussed on sustainable growth for each artist, and we make sure we’re coaching them through every step. It’s a proper partnership, because at goodtwin our ethos is Hard Work, Mirrored.
So where does our label income come from, you may wonder? Alongside the label, we run a consultancy - with services for artists not on the roster and goodtwin ‘hire a label’ options too. And the Q we get asked always: why aren’t we managing artists if we’re leaning in so much already? We’ll soon be launching our management arm, so stay tuned for updates.
One of our recently launched service offerings for non-label artists is Open Hours, our weekly artist strategy hotline on Substack: DM us once a week for the price of two coffees a month. It’s given artists a way to get 1:1 help without the commitment of a full session, a team to bounce ideas off, and accountability to keep them moving toward their goals. Genuinely one of the best things we’ve built this year.
On the label side, we’ve brought on Laura Ray to run marketing. After years as Marketing Director at Sony UK/NZ and AWAL working on some of the biggest artists on their rosters, Laura tried to leave the music industry to focus on her new passion - studying Music Therapy. After one conversation about goodtwin, she started working with us and now she’s a core part of our small but mighty team.
Above: the London-based goodtwin team - Laura (Marketing), Rose (Ops & Brand), Ian (our favourite lawyer) and Lucie (Founder).
12 Releases - many more to come
We've put out 12 releases this year to date. Discover our complete discography on Bandcamp.
How We Support All Artists
We’re now offering consulting sessions for artists who need support and guidance.
The 1:1 sessions allow us to go deeper in supporting you, while our Whiteboard sessions are a one-off dedicated deep-dive into the artist, with a 18-24 month strategy for momentum at the end.
We also work with artists on a weekly, fortnightly or monthly basis as part of our management consultancy.
More info at goodtwin.ai/services
Grab Yourself a goodtwin Tee
goodtwin oversized tee - £20 or $40 NZD
Speak to you soon,
- the goodtwin team