Mastermind Academy ↗︎Founder
Mastermind’s production team at work
Mastermind Promotion · Established 2006

Press, radio and branding
for independent artists.

The First True Alternative to a Major Record Label

Mastermind plans and runs campaigns for artists who keep their own direction: press and radio promotion, branding and social media, under one plan.

The founder

Michael Darius EastwoodFounder and director

Founded Mastermind in 2006. 416 client campaigns for 314 artists, 2013 to 2023. The record ↗︎

Press and radio on the recordBBC Radio 1BBC Radio 6 MusicRolling StoneDJ MagMOJONME

Start a conversationSee the work
Mastermind PromotionMastermind BrandingMastermind Social Media
EXPLORE THE RECORD
THE RECORDEVERY FIGURE OPENS ITS LIST.
214artists on the wall378press, radio and television records22live dates on the record16films17case studies130final reports in the ledger12quotations said at the time9advisers on the About page, 2015 to 2024
The Mastermind belief

Great talent.
Its own direction.

Mastermind is built around a simple idea: talented artists should be able to build serious careers without surrendering the identity that made the work worth hearing.

“We believe that every musician should be in charge of their own careers.”Michael Eastwood · Original Mastermind mission
The story from 2006 to now ↗︎
An artist visit to BBC London
An artist visit to BBC London, from Mastermind’s own photographs.
The artist wall

The roster,
made visible.

All 214 artists Mastermind’s records name, from its public portfolio and client roster to its Clients page, its press record and its final reports, with their photographs where the agency holds them.

Search the complete wall ↗︎

#Pound: image from the Mastermind archive#PoundPublic portfolioAaron O’Shea: image from the Mastermind archiveAaron O’SheaClient roster, 2022 and 2023ALLE: image from the Mastermind archiveALLEPortfolio update listAnuladé: image from the Mastermind archiveAnuladéPublic portfolioAstronauts Of Antiquity: image from the Mastermind archiveAstronauts Of AntiquityPublic portfolioBear Witness: image from the Mastermind archiveBear WitnessPublic portfolioBeck Martin: image from the Mastermind archiveBeck MartinClient roster, 2022 and 2023Bella Vine: image from the Mastermind archiveBella VinePublic portfolioBen Russell And The Charmers: image from the Mastermind archiveBen Russell And The CharmersPublic portfolioBenny Page: image from the Mastermind archiveBenny PagePublic portfolioBluenose B: image from the Mastermind archiveBluenose BPublic portfolioBobby KP Woods: image from the Mastermind archiveBobby KP WoodsClient roster, 2022 and 2023Brendan Benson: image from the Mastermind archiveBrendan BensonPublic portfolioBruno Rocco: image from the Mastermind archiveBruno RoccoPublic portfolioBSK: image from the Mastermind archiveBSKPublic portfolioCam Holtet: image from the Mastermind archiveCam HoltetPublic portfolioCameron Jay: image from the Mastermind archiveCameron JayPublic portfolioChampaz: image from the Mastermind archiveChampazPublic portfolioChurchy Kane: image from the Mastermind archiveChurchy KaneClient roster, 2022 and 2023CJ Brogan: image from the Mastermind archiveCJ BroganPublic portfolioCracks In The Shell: image from the Mastermind archiveCracks In The ShellClient roster, 2022 and 2023Crystal Starr: image from the Mastermind archiveCrystal StarrPublic portfolioCustodian: image from the Mastermind archiveCustodianPublic portfolioDA REAL3ST: image from the Mastermind archiveDA REAL3STPublic portfolioDamn Drew: image from the Mastermind archiveDamn DrewPublic portfolioDBL X-Posure: image from the Mastermind archiveDBL X-PosurePublic portfolioDead Prez: image from the Mastermind archiveDead PrezPublic portfolioDupé: image from the Mastermind archiveDupéPublic portfolioEarl Gateshead: image from the Mastermind archiveEarl GatesheadPublic portfolioEl donn: image from the Mastermind archiveEl donnPortfolio update listElephant Kind: image from the Mastermind archiveElephant KindPortfolio update listElliot Porter: image from the Mastermind archiveElliot PorterPublic portfolioEmma Danelon: image from the Mastermind archiveEmma DanelonClient roster, 2022 and 2023Ero Seagul: image from the Mastermind archiveEro SeagulClient roster, 2022 and 2023Exodus Burns And The Burning Vocalist: image from the Mastermind archiveExodus Burns And The Burning VocalistClient roster, 2022 and 2023Fowler: image from the Mastermind archiveFowlerPublic portfolioFunky Craig: image from the Mastermind archiveFunky CraigPublic portfolioGary Mictian: image from the Mastermind archiveGary MictianClient roster, 2022 and 2023Geo Gabriel: image from the Mastermind archiveGeo GabrielPublic portfolioGideon Foster: image from the Mastermind archiveGideon FosterPortfolio update listGoddard: image from the Mastermind archiveGoddardPublic portfolioGotti Major: image from the Mastermind archiveGotti MajorPublic portfolioGreedy DJS: image from the Mastermind archiveGreedy DJSClient roster, 2022 and 2023Guilherme Cosme: image from the Mastermind archiveGuilherme CosmeClient roster, 2022 and 2023Harry Arnison: image from the Mastermind archiveHarry ArnisonClient roster, 2022 and 2023Holly Lovelady: image from the Mastermind archiveHolly LoveladyPublic portfolioIbali: image from the Mastermind archiveIbaliPublic portfolioIgnacio Peña: image from the Mastermind archiveIgnacio PeñaClient roster, 2022 and 2023IMNXTJULY: image from the Mastermind archiveIMNXTJULYClient roster, 2022 and 2023Iona: image from the Mastermind archiveIonaClient roster, 2022 and 2023Jameik King: image from the Mastermind archiveJameik KingPublic portfolioJeb Carty: image from the Mastermind archiveJeb CartyPortfolio update listJeremy Swift: image from the Mastermind archiveJeremy SwiftPortfolio update listJES: image from the Mastermind archiveJESPublic portfolioJME: image from the Mastermind archiveJMEPublic portfolioJoe Hodgson: image from the Mastermind archiveJoe HodgsonPublic portfolioJoseph James: image from the Mastermind archiveJoseph JamesClient roster, 2022 and 2023Julia Thomsen: image from the Mastermind archiveJulia ThomsenPublic portfolioKaphilliated: image from the Mastermind archiveKaphilliatedClient roster, 2022 and 2023Kat Reyes: image from the Mastermind archiveKat ReyesPublic portfolioKatiuska McLean: image from the Mastermind archiveKatiuska McLeanClient roster, 2022 and 2023Keelie Walker: image from the Mastermind archiveKeelie WalkerPublic portfolioKnap: image from the Mastermind archiveKnapClient roster, 2022 and 2023KNOTSURE: image from the Mastermind archiveKNOTSUREClient roster, 2022 and 2023Kookah Da Producer: image from the Mastermind archiveKookah Da ProducerClient roster, 2022 and 2023Kyle T Hurley: image from the Mastermind archiveKyle T HurleyPublic portfolioLia Hide: image from the Mastermind archiveLia HideClient roster, 2022 and 2023Lickle Jay: image from the Mastermind archiveLickle JayClient roster, 2022 and 2023Likkle Lightning: image from the Mastermind archiveLikkle LightningPublic portfolioLina Sleibi: image from the Mastermind archiveLina SleibiPublic portfolioLion O. King: image from the Mastermind archiveLion O. KingPublic portfolioLiyah: image from the Mastermind archiveLiyahPublic portfolioLloyd Llewellyn: image from the Mastermind archiveLloyd LlewellynPublic portfolioLouis Janus Thomas: image from the Mastermind archiveLouis Janus ThomasPublic portfolioLovely World: image from the Mastermind archiveLovely WorldPublic portfolioLuigui Bleand: image from the Mastermind archiveLuigui BleandClient roster, 2022 and 2023Luuk Lagrange: image from the Mastermind archiveLuuk LagrangePublic portfolioLX Xander: image from the Mastermind archiveLX XanderPublic portfolioMadi Mai: image from the Mastermind archiveMadi MaiPublic portfolioMaicie Rayner: image from the Mastermind archiveMaicie RaynerPublic portfolioMalice The Messiah: image from the Mastermind archiveMalice The MessiahClient roster, 2022 and 2023Mandek Penha: image from the Mastermind archiveMandek PenhaPublic portfolioMarc Harris: image from the Mastermind archiveMarc HarrisClient roster, 2022 and 2023Maria Meyers: image from the Mastermind archiveMaria MeyersClient roster, 2022 and 2023Mark Lean: image from the Mastermind archiveMark LeanPublic portfolioMarl0: image from the Mastermind archiveMarl0Public portfolioMartin Rafferty And The Northern City Lights: image from the Mastermind archiveMartin Rafferty And The Northern City LightsPublic portfolioMartin Wardley: image from the Mastermind archiveMartin WardleyPublic portfolioMatt Palfreman: image from the Mastermind archiveMatt PalfremanPublic portfolioMayne: image from the Mastermind archiveMayneClient roster, 2022 and 2023Michael Anthony: image from the Mastermind archiveMichael AnthonyPublic portfolioMichee: image from the Mastermind archiveMicheePublic portfolioMike Ray: image from the Mastermind archiveMike RayPublic portfolioMinimalist: image from the Mastermind archiveMinimalistClient roster, 2022 and 2023Music 4 Ukraine: image from the Mastermind archiveMusic 4 UkraineClient roster, 2022 and 2023Nazneen Rahman: image from the Mastermind archiveNazneen RahmanPublic portfolioNick Daniel: image from the Mastermind archiveNick DanielClient roster, 2022 and 2023Nick Shake: image from the Mastermind archiveNick ShakePublic portfolioNitoy: image from the Mastermind archiveNitoyPublic portfolioNoah Francis Johnson: image from the Mastermind archiveNoah Francis JohnsonPublic portfolioOccasional Orchestra: image from the Mastermind archiveOccasional OrchestraPublic portfolioOne Headlight High: image from the Mastermind archiveOne Headlight HighPublic portfolioOne Week Later: image from the Mastermind archiveOne Week LaterClient roster, 2022 and 2023Orisha Sound: image from the Mastermind archiveOrisha SoundPublic portfolioPaisley Parc: image from the Mastermind archivePaisley ParcPublic portfolioPale Blue Moon: image from the Mastermind archivePale Blue MoonClient roster, 2022 and 2023Parker J: image from the Mastermind archiveParker JPublic portfolioPendulum: image from the Mastermind archivePendulumPublic portfolioPeter Lloyd: image from the Mastermind archivePeter LloydPublic portfolioPROGedia: image from the Mastermind archivePROGediaPublic portfolioRay Alex: image from the Mastermind archiveRay AlexPublic portfolioRegent: image from the Mastermind archiveRegentPublic portfolioRené: image from the Mastermind archiveRenéClient roster, 2022 and 2023Rhian!: image from the Mastermind archiveRhian!Client roster, 2022 and 2023Ria D: image from the Mastermind archiveRia DClient roster, 2022 and 2023Rocco Tokyo: image from the Mastermind archiveRocco TokyoPublic portfolioSabrina Francis: image from the Mastermind archiveSabrina FrancisPublic portfolioSAINT: image from the Mastermind archiveSAINTPublic portfolioSam Way: image from the Mastermind archiveSam WayPublic portfolioSharon Watkins: image from the Mastermind archiveSharon WatkinsPublic portfolioShayan Italia: image from the Mastermind archiveShayan ItaliaPublic portfolioShingai: image from the Mastermind archiveShingaiPublic portfolioSig and The Fire Pilots: image from the Mastermind archiveSig and The Fire PilotsClient roster, 2022 and 2023Starr Witness: image from the Mastermind archiveStarr WitnessClient roster, 2022 and 2023Stefano Bertozzi: image from the Mastermind archiveStefano BertozziPublic portfolioSteve Jason: image from the Mastermind archiveSteve JasonPublic portfolioSurgenor's Runeii: image from the Mastermind archiveSurgenor's RuneiiClient roster, 2022 and 2023Talkc: image from the Mastermind archiveTalkcPublic portfolioThe Bloodstreams: image from the Mastermind archiveThe BloodstreamsPublic portfolioThe Dandadda: image from the Mastermind archiveThe DandaddaPublic portfolioThe Drystones: image from the Mastermind archiveThe DrystonesPublic portfolioThe Ha’Pennies: image from the Mastermind archiveThe Ha’PenniesPublic portfolioThe Rift: image from the Mastermind archiveThe RiftClient roster, 2022 and 2023This Is Not America: image from the Mastermind archiveThis Is Not AmericaClient roster, 2022 and 2023Through Infinity: image from the Mastermind archiveThrough InfinityPublic portfolioTizane: image from the Mastermind archiveTizanePublic portfolioTom Robinson: image from the Mastermind archiveTom RobinsonPublic portfolioVan Morrison: image from the Mastermind archiveVan MorrisonPublic portfolioVanilla Ninja: image from the Mastermind archiveVanilla NinjaClient roster, 2022 and 2023Vellocet: image from the Mastermind archiveVellocetPublic portfolioVicky Hamilton: image from the Mastermind archiveVicky HamiltonPublic portfolioVirtue Scripts: image from the Mastermind archiveVirtue ScriptsClient roster, 2022 and 2023ViVA Trio: image from the Mastermind archiveViVA TrioPublic portfolioVivas: image from the Mastermind archiveVivasClient roster, 2022 and 2023Wendy Walker: image from the Mastermind archiveWendy WalkerPublic portfolioWes Cotton: image from the Mastermind archiveWes CottonPublic portfolioWooden Giraffes: image from the Mastermind archiveWooden GiraffesClient roster, 2022 and 2023WOUNDEDSPiRiT: image from the Mastermind archiveWOUNDEDSPiRiTPublic portfolioAcropolis BluesPress and broadcast recordAlex RussoPress and broadcast recordAmrit GhatorePress and broadcast recordAndrew CollinsMastermind’s pages, archivedAndy CClients page, 2024Andy The EntertainerFinal report ledgerArteevaFinal report ledgerAudio VendorPress and broadcast recordBlacklist UnionClients page, 2024BuddhankhPress and broadcast recordCandy RoseMastermind’s pages, archivedChase and StatusClients page, 2024Cherokee RedmexPress and broadcast recordChristos And The Violet CrownFinal report ledgerCurrent EternalPress and broadcast recordDaniel DavidPress and broadcast recordDean ChohanPress and broadcast recordDee FamousPress and broadcast recordDream OnFinal report ledgerEl JawaniPress and broadcast recordEnsiteMastermind’s pages, archivedFreeman VansonPress and broadcast recordG Major 5th SidePress and broadcast recordGeronimo JulesPress and broadcast recordGuy ValarinoPress and broadcast recordHazel Eyed RosePress and broadcast recordImpostorFinal report ledgerInbal PazPress and broadcast recordJames ZadaPress and broadcast recordJeannette ByrnePress and broadcast recordKate Gee BandPress and broadcast recordKuti LegoPress and broadcast recordKwakzinoPress and broadcast recordLiberty CPress and broadcast recordLord Of The Rocking TigerFinal report ledgerLuke LamorClient roster, 2022 and 2023MC FluxClients page, 2024MessiahClient roster, 2022 and 2023MYKAPress and broadcast recordNarrow PlainsClients page, 2024NorthKingzFinal report ledgerPatrik GrystFinal report ledgerPaul Alex LowPress and broadcast recordPUBLIKAPress and broadcast recordReal Jay MidgePress and broadcast recordRebecca TurnerFinal report ledgerReidyClient roster, 2022 and 2023Rich NanaPress and broadcast recordRime SuspexMastermind’s pages, archivedSecret Garden PartyPublic portfolioShojonPress and broadcast recordSimonne DraperPress and broadcast recordStagsClients page, 2024Sunstroke RainPress and broadcast recordSwamp DoctorPress and broadcast recordTaoretaFinal report ledgerTears of HappinessPress and broadcast recordThe LockerzPress and broadcast recordThe QemistsClients page, 2024The SpondulicksFinal report ledgerThe VonMastermind’s pages, archivedTime BanditsPress and broadcast recordUltra EkoPress and broadcast recordVvs1 EcolourPress and broadcast recordWilliam John BishopFinal report ledgerWooden giraffePortfolio update list
Press and media

The reach around
the work.

Each mark opens the records behind it: the coverage, the broadcast or the archived page that names it.

Open the press ledger ↗︎
BBC Radio 16 recordsBBC Radio 6 Music2 recordsRolling Stone1 recordDJ Mag5 recordsMOJO1 recordNME1 recordNoisey2 recordsBillboard1 recordDaily Express2 recordsThe Independent1 recordClash1 recordJazz FM1 recordWonderland2 records

378 press, radio and television records from 2013 to 2022, each with its source. Twelve of them, the outlets’ own pages first:

Rolling StoneVicky Hamilton · 31 March 2016BillboardVicky Hamilton · 26 April 2016KmagBenny Page · 22 September 2014DJ MagDead Prez · 13 October 2014DJ MagBenny Page · 26 February 2015ClashKat Reyes · 23 March 2017Wales OnlineNoah Francis Johnson · 22 November 2014Jamaica StarJameik King · 19 May 2018VIBEDead Prez · 26 May 2016MOJOBrendan Benson · 25 November 2013NMEBrendan Benson · 22 November 2013The GuardianGoddard · 25 April 2022

See all 378 records

Campaigns · Creative direction

Case studies

Dead Prez
Press & radio

Dead Prez

Radio promotion

2014
Shingai of The Noisettes
Press & radio

Shingai of The Noisettes

Radio promotion · Press promotion · Event promotion

2019
Brendan Benson of The Raconteurs
Press

Brendan Benson of The Raconteurs

Press promotion

November and December 2013
Vicky Hamilton, former Guns N’ Roses manager
Press & radio

Vicky Hamilton, former Guns N’ Roses manager

Book publicity · Press promotion · Radio promotion

March to September 2016
Benny Page
Press & radio

Benny Page

Press promotion · Radio promotion

2014 to 2015
Sabrina Francis
Complete Solution™

Sabrina Francis

Creative direction · Brand strategy · Film production · Press & radio · Launch promotion

2021 to 2023

See all 17 case studies

Mastermind

Records

Drum & bass · Vinyl · Digital releases

Mastermind

Events

Launches · Live shows · Anniversary

Mastermind

Production

Creative direction · Music videos · Photography · Behind the scenes

On film

The work, on camera.

16 films: the anniversary night, the music videos Mastermind made and the films from its campaigns.

Watch every film

Mastermind 10 Year Anniversary

Vinyl Bar, St Paul’s, London · 28 April 2017 · Historical anniversary film

YouTube ↗︎

Mastermind Promotion @ Springboard Houston 2018

Mastermind’s own film · Springboard Houston 2018 · published 21 November 2018 · its description: “With Michael Eastwood and Mastermind Advisory Board Members.”

YouTube ↗︎ The founder and the advisory board

Taylor Swift’s Former Manager Teams Up With Mastermind For Exclusive Webinar

Mastermind’s YouTube channel · published 14 August 2015 · its description: “Industry professionals Rick Barker and Michael Eastwood join forces for a free webinar”

YouTube ↗︎

Cocoa Tea

Michael Eastwood · Creative director and producer · December 2021 call sheet

YouTube ↗︎
Featured artists

Names are one thing.
The record is another.

The eight artists with the most records behind them: press, radio and television records, live dates, listings and final reports.

Explore the record ↗︎
Documented delivery

A campaign record,
not just a portfolio.

The ledger lists 130 final-report attachments from Mastermind’s sent mail, 2016 to 2023, each by title and date; recipients and contents stay private.

Search the report ledger ↗︎
130final reports in the ledger
2016 to 2023years the ledger covers
Client campaigns on record, by the year of each campaign’s earliest record. Every campaign, line by line
Said at the time

What broadcasters said
at the time.

Quoted word for word from Mastermind's own Reviews page, each with the archive capture that dates it.

Read every quotation ↗︎

“Mastermind have a real commitment to both emerging and established talent. They're a PR firm that consistently provides artists who make for great interviews. A pleasure to work with Michael, Paul and the team.”

Anthony BaxterHead of News, London LiveMastermind's Reviews page, captured 4 August 2020 ↗︎

“As a local radio station, we are reliant on a regular supply of new music & interview opportunities. Michael Eastwood & Mastermind Promotions consistently provide us with both. We've worked with them for several years, and look forward to doing more with them in the future.”

John SnaggeCambridge 105Mastermind's Reviews page, captured 4 August 2020 ↗︎

“[Michael] knows where to target an artist's music for maximum effect”

Sue MarchantBBC Radio CambridgeshireMastermind's Reviews page, captured 4 August 2020 ↗︎
Photographs

Studios. Broadcasts.
Teams. Events.

Mastermind’s own photographs: BBC studios, Abbey Road, conference panels, productions and the team at work.

See the design and photo archive ↗︎
The complete picture

One strategy.
Every essential angle.

One joined-up model: promotion, branding and social media under one plan. Automation handles research and repeat work; people make the judgements.

01 / MASTERMIND

Public relations

Focused press and radio campaigns, clear positioning and thoughtful media outreach.

Explore the service
02 / MASTERMIND

Branding

Find the story, visual direction and core message that make your work distinctive.

Explore the service
03 / MASTERMIND

Social media

A consistent voice and a practical publishing plan, with human editorial control.

Explore the service
05 / MASTERMIND

Campaign management

Coordinate the people, assets and moments that bring a release or launch together.

Explore the service
06 / MASTERMIND

Founders & authors

A developing service for books, founder stories and expert-led products.

Explore the service
Original Get Seen, Get Heard ebook artwork
Mastermind Academy

The knowledge.
In your hands.

The Establish & Flourish System™ turns Mastermind’s original branding work into a six-part learning system: core message, storytelling, social platform, positioning, content and awareness.

Explore the Academy
The journal

Ideas worth returning to.

Read the journal ↗︎
Branding / 13 October 2015

What Is Branding?

A brand is often defined as a “Name, term, design symbol, or any other feature that identifies one seller’s goods or service as distinct from those of other sellers.” In…

Read the article ↗︎

Let’s make the next chapter count.

Start a conversation
↑