Public relations
Focused press and radio campaigns, clear positioning and thoughtful media outreach.
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Mastermind Promotion · Established 2006Press, radio and branding
EXPLORE THE RECORD 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
Mastermind PromotionMastermind BrandingMastermind Social Media
The Mastermind beliefGreat talent.
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 complete pictureOne strategy.
01 / MASTERMIND 02 / MASTERMIND 03 / MASTERMIND 04 / MASTERMIND 05 / MASTERMIND 06 / MASTERMIND
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.
Branding
Find the story, visual direction and core message that make your work distinctive.
Explore the serviceSocial media
A consistent voice and a practical publishing plan, with human editorial control.
Explore the serviceAdvertising
Connect clear creative with a defined audience, budget and destination.
Explore the serviceCampaign management
Coordinate the people, assets and moments that bring a release or launch together.
Explore the serviceFounders & authors
A developing service for books, founder stories and expert-led products.
Explore the serviceCampaigns · Creative direction
Case studies
Press & radio
Dead Prez
Radio promotion
2014Press & radio
Shingai of The Noisettes
Radio promotion · Press promotion · Event promotion
2019Press
Brendan Benson of The Raconteurs
Press promotion
November and December 2013Press & radio
Vicky Hamilton, former Guns N’ Roses manager
Book publicity · Press promotion · Radio promotion
March to September 2016Press & radio
Benny Page
Press promotion · Radio promotion
2014 to 2015Complete Solution™
Sabrina Francis
Creative direction · Brand strategy · Film production · Press & radio · Launch promotion
2021 to 2023The artist wallThe roster,
The roster,
made visible.
24 of the 212 artists on the wall, ordered by the records behind each.
Press and mediaThe reach around
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 records
BBC Radio 6 Music2 records
Rolling Stone1 record
DJ Mag5 records
MOJO1 record
NME1 record
Noisey2 records
Billboard1 recordDaily Express2 recordsThe Independent1 record
Clash1 record
Jazz FM1 record
Wonderland2 records375 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
Mastermind
Records
Drum & bass · Vinyl · Digital releases
MastermindEvents
Launches · Live shows · Anniversary
MastermindProduction
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 filmMastermind 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 boardTaylor 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 artistsNames are one thing.
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 ↗︎
33 records
Noah Francis Johnson
The artist’s record
23 records
Benny Page
The artist’s record
13 records
Holly Lovelady
The artist’s record
10 records
Martin Wardley
The artist’s record
10 records
Paisley Parc
The artist’s record
10 records
Sabrina Francis
The artist’s record
9 records
Anuladé
The artist’s record
9 records
Bluenose B
The artist’s record
Documented deliveryA campaign record,
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
Said at the timeWhat broadcasters said
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.”
“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.”
“[Michael] knows where to target an artist's music for maximum effect”
PhotographsStudios. Broadcasts.
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 ↗︎
Mastermind AcademyThe knowledge.
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 AcademyThe journal
Read the journal ↗︎Ideas worth returning to.
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 ↗︎Why It’s Important To Have A Defined Strategy
In the music industry you have competitors in the pursuit of fans, hoping to receive money in return for your efforts as an artist.
Read the article ↗︎10 Tips To Get Your Music Brand Ready For Good PR
We get a lot of requests for PR and want to give our expertise about the most important tips on how to get you and/or your brand ready in preparation for a world-class…
Read the article ↗︎