Mastermind Academy ↗︎Founder
Leadership and delivery

How Mastermind was led and run

The record of who led Mastermind, who worked in it and how its campaigns and productions were run. Each line names the record behind it and what that record does not show.

In brief

Three lines to check first

  1. Michael Eastwood is listed first in the management team on each archived copy of Mastermind's About page read, from 2014 to 2024.

    Role and years ↓

  2. The same page lists 27 to 31 people besides him, in four groups, between 2019 and 2024. It is a list of people and titles, not a headcount: the filed accounts give an average of 6 employees, directors included, in the year to 31 July 2019 and 7 the year after.

    Team and roles ↓

  3. Music videos he made as creative director and producer include two for Sabrina Francis, as their published descriptions credit him.

    Production ↓
Part 1 of 6

Role and years

The agency's About page lists Michael Eastwood first in its management team in each of the 13 archived copies read, from 6 September 2014 to 16 June 2024. No readable archived copy exists between 9 August 2017 and 21 July 2019.

Record
Archived public pages
Limit
The listing shows the order the company printed, not what he decided or approved.

Mastermind's website has been on the public record since 21 March 2014. The Internet Archive's index lists 317 captures of its home page, from 21 March 2014 to 15 May 2025; 275 of them returned the page itself, the last on 19 June 2024.

Record
Public archive index
Limit
Counts as read on 10 October 2026 and again on 21 October 2026; the index grows when the archive adds captures.

Where the record stops. No referee has yet put in writing what he did as chief executive, and no record read shows what he approved or decided inside a project.

Part 2 of 6

Organisation and brands

Groups as the page printed them on 5 July 2022. It shows no reporting lines, and it is a list of people and titles, not a headcount. The archived copy of 5 July 2022 ↗︎
The chart as a list
  • SENIOR MANAGEMENT TEAM: 4 posts, his among them. Founder & CEO, Michael Eastwood; Non-Executive Chairman; Finance Director; VP International Business.
  • OUR EXPERT ADVISORY BOARD: 7 advisers.
  • ARTIST DEVELOPMENT & ARTIST SERVICES TEAM: 11 people. EA / Campaign Manager; Artist Development Executive; Promotion Manager; Press & Marketing Assistant; Brand Manager; Assistant Marketing Manager; Artist Development Assistant; Promotion Assistant; PA to Founder & CEO / Office Manager; Promotion Intern; Office Assistant.
  • SPECIALIST MASTERMIND TEAM: 10 people. Web Development; WordPress Consultant; Photographer; Graphic Design; Videographer; Business Analyst; Hair and Makeup Artist; Hair Stylist; Fashion Stylist; IT Consultant.
  • 31 people besides him: 7 advisers, 3 senior managers, 11 in artist development and artist services, 10 specialists.
  • He is listed under three headings on that copy: first on the advisory board, first in senior management and first in artist development and artist services, there as Campaign Manager. The count leaves him out of each.

The counts for the three dates read are under Team and roles. Team and roles ↓

From 21 July 2019 to 16 June 2024 the About page lists a senior management team of four: the Founder & CEO, a Non-Executive Chairman, a Finance Director and a VP International Business.

Record
Archived public pages
Limit
The titles are the company's own, and the archived page is the only source read for the chairman and finance director posts.

This site lists five Mastermind brands: three key brands, Mastermind Promotion, Mastermind Branding and Mastermind Social Media, and beside them Mastermind Production and Mastermind Events. Two of them, Mastermind Social Media and Mastermind Branding, were announced as new divisions on 6 July 2020.

Record
Company-authored public pages
Limit
Company-authored.
Part 3 of 6

Team and roles

The page names people in four groups. Besides him it lists 27 people on 21 July 2019, 31 on 5 July 2022 and 29 on 16 June 2024. It is a list of people and titles, not a headcount, and it shows no reporting lines.

Record
Archived public pages
Limit
Count the names under the four headings: him left out, and a post printed as TBC left out. The page does not say who was employed, full time or freelance.

The company's filed accounts give the average number of employees, including directors: 6 in the year to 31 July 2019 and 7 in the year to 31 July 2020.

Record
Public register
Check
The employee note in the accounts filed on the public register for the years to 31 July 2019 and 31 July 2020
Limit
No other year read gives a figure, and the note does not split full time from part time.

An executive assistant is listed on the team page in all eight copies read from 21 July 2019 to 16 June 2024.

Record
Archived public pages
Limit
The page lists a role; it does not show hours or terms.
Part 4 of 6

How campaigns were run

Mastermind published its method in 2020. A company blog post of 23 July 2020 says its Complete Solution service “provides artists with a full 360 release strategy and implementation for their PR, Marketing, Branding and Social Media needs”.

Record
Company-authored public pages
Limit
Company-authored.

One engagement, for Sabrina Francis, can be followed in dated documents from a strategy of 22 September 2021 to a final report on 7 July 2023.

Record
Company-authored page listing private records
Limit
The case study is the company's own page; the documents themselves are private records, listed there by title and date.

One outside trade page names him in a campaign role. On 2 December 2015 Record of the Day featured a client release and gave its radio contact as “National and Regional Radio: Michael Eastwood, Mastermind Promotion”.

Record
Outside trade page
Limit
One item, and the only outside page read that names him in a campaign role.

Where the record stops. The plans, schedules and reports themselves are not published here, so their milestones and approvals cannot be checked on this page.

Part 5 of 6

Production

Two released music videos carry his credit in their own published descriptions: “Music Video Creative Director & Producer: Michael Eastwood”. They are Cocoa Tea, published on 6 May 2022, and Learn To Love, published on 26 August 2022, both on Sabrina Francis's channel.

Record
Video descriptions
Limit
The credit names his role as creative director and producer.

Mastermind organised and promoted Sabrina Francis's show at Bush Hall, London, on 27 October 2022.

Record
Outside review, and a company-authored page
Limit
The outside review confirms the show and its date; that Mastermind organised and promoted it is the company's own account.

Where the record stops. This page gives no count of the people on any shoot until that shoot's call sheets are published with names removed.

Part 6 of 6

The counted record

The campaign register holds 416 client campaign records for 314 artists, each dated by its earliest record, from 2013 to 2023.

Record
Private register, counted by code
Limit
Artists' names are withheld, so the lines can be recounted but the artists cannot.

The register counts what the agency's records show. It is not a count of every campaign Mastermind ran.

Record
Private register, counted by code

Two other client figures are in print and measure something else: the 153 names on this site's artist wall, which lists names for display, and the company's own statement, in its plan of December 2023, of over 350 artists. Only the 314 is counted under a stated rule.

Record
This site, and a company-authored plan
Limit
The plan's figure is the company's own statement and is not counted here.

This site's report ledger lists 133 final-report attachments found in sent mail.

Record
This site's ledger, and the private register
Limit
A ledger entry shows that a report was sent, not what it said.

Where the record stops. The counts rest on the documents' titles, so they can move as more documents are read.

Let’s make the next chapter count.

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