Helping Musicians Through Lockdown with Charlotte Abroms
Description
When the pandemic brought live music to a halt, artists lost their gigs, their incomes and the vital connection with fans.
Charlotte Abroms, a Melbourne-based music manager, used the enforced shutdown to pioneer new ways to help her roster thrive – from virtual gigs to mentoring emerging talent.
‘If an artist doesn’t have cash flow, the manager usually works on a commission basis – so the manager doesn’t have cash flow either.’ – hear how Charlotte innovated to keep musicians afloat.
Episode summary
Charlotte Abroms
Charlotte Abroms is a Melbourne-based music manager whose roster includes Ainslie Wills, Haarlo and producers Jonathan Steer and John Castle. With a background in digital strategy and as co-founder of the live-music blog Large Noises, she has won the Lighthouse Award, Fast Track Fellowship and Outstanding Woman in Music Award.
When COVID-19 cancelled tours and cut off artist incomes, Charlotte responded by creating virtual gigs, fundraising campaigns and bespoke mentoring for emerging musicians and young managers – showing how resourceful creativity can sustain an entire industry.
Big ideas in this conversation
- Creative resilience – pivoting to virtual concerts and on-demand streams to generate income when live shows were impossible.
- Audience-first marketing – scouting talent and engaging fans online using digital-strategy skills.
- Flexible management models – offering short-term mentoring and consulting instead of long contracts.
- Enhanced accessibility – using high-quality streams and seated events to reach fans unable to attend in person.
Advice worth hearing in full
- Use enforced downtime – invest in virtual projects, mentoring programmes or skill-building when tours are halted.
- Maintain audience connection – produce professional online events and digital content to keep fans engaged and support revenue.
Where next?
Discover Charlotte’s mentoring and music-management services at hearheargroup.com and follow her insights on Instagram at @charlotteabroms.
About The 21st Century Creative podcast
Hosted by creative coach and award-winning poet Mark McGuinness, The 21st Century Creative podcast helps you succeed as a creative professional amid the demands, distractions and opportunities of the 21st century.
Each episode features insights from Mark and interviews with outstanding creators – including artists, writers, performers, commercial creatives, directors, producers, entrepreneurs and other creative thought-leaders.
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The post Helping Musicians Through Lockdown with Charlotte Abroms appeared first on Creative Coach | Mark McGuinness.
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