About Me

Music Industry Consultant // Lecturer // Apprenticeship Assessor // Digital Marketer // A&R //

MY Resume

Waving Bear Digital Agency - Owner

2015 - present

Waving Bear provides a one-stop shop for web design and digital marketing. Our work focuses specifically on the creative and cultural sectors having spent our careers working within music, events, visual arts, crafts, live theatre, dance, heritage, film and tv, broadcasting, record companies, book and magazine publishers and computer games.

Our services cover:
- Website Design & Development
- Social Media Management & Training
- Online Advertising (PPC, Display, Social Media)
- Search Engine Optimisation
- Email Marketing
- Content Marketing
- Brand Identity
- Analytics and Evaluation

As marketing geeks we often get involved in the offline strategy too. For more details visit http://www.wearewavingbear.com

Universal Music Group - A&R Scout


As an A&R scout for Fiction I scout for discover and develop new artists to sign to the Universal owned label. It is my role to keep up with the new trends and new artists in the music industry as they emerge, and then recommending them to the rest of the A&R team at Fiction.

Point Blank - Music Business Lecturer, Course Developer & Internal Verifier


Point Blank is an innovative electronic music production and DJ school providing award winning music production, DJ courses, audio engineering and sound courses both in London and online. I devised and teach the Music Business courses within the East London Campus and also on all of the online courses. I was integral in the switch from certificate to CertHE and DipHE, writing course content and creating assessments to ensure compliance with national occupational framework standards and OFSTED requirements. I am also an internal verifier across all PB courses. Since relocating to Glasgow in 2016 I teach all of Point Blank’s online Music Business courses and modules across FE and also DipHE courses. I am currently planning, developing and writing a Music Industry BA Hons course for Point Blank which will be delivered from 2018.

DiVA - Apprenticeship Assessor & Mentor


Proactively coaching and managing all quality aspects of BTEC and Core / Key Skills / Functional Skills attainment for candidates ensuring that all processes and procedures followed at delegate level are compliant with national occupational framework standards and OFSTED requirements. Specifically I have responsibility for 14 Apprentices throughout their 1-year Apprenticeship learner journey, providing all training and assessing across Music Business, Digital Marketing and Business Administration frameworks. I am currently developing online blended learning courses across a range of creative industry apprenticeship frameworks to improve the delivery and offerings of the company.

Academy of Music & Sound - Apprenticeship Assessor/Lecturer

2016 - present

I started with AMS delivering the employability short courses for their 2 Scottish centres. The aim of the course is to help candidates develop their understanding of the requirements of the workplace, focusing on the challenges and requirements of working in the fast-paced music industry. In addition, participants will be given a broad overview of what it means to be an artist manager in the music industry in order to give them a taste of what is to come on the apprenticeship. As well as running the workshops I have also brought in a range of different apprenticeship opportunities within music businesses across Scotland for young people aged 16-19. I then assess the apprentices working on a Creative and Digital Media framework and deliver Digital Marketing training across a range of different topics.

Sound Travels Live - Tour Manager/Coordinator

2013 - 2016

Gained extensive international touring experience with a diverse roster of acts including Eliza Doolittle, Iggy Azalea, Izzy Bizu, The Waterboys, The Brand New Heavies, Kiesza, Nero, Duke Dumont, Jamie Lawson, Kano and Delilah. Dealt with all aspects of touring for a range of my own tours and that of other STL tour managers including but not limited to: budgeting & accounting, travel & accommodation, backline, PA & equipment rental, transportation, advancing, visas, insurance and withholding tax. Was responsible for large tour budgets and tour accounting for major international acts. New business development and lead generation and all digital marketing and web design & management.

Euphonios - Director


In 2007 I set up my own record label Euphonios, I have released unsigned bands who have since gone on to sign to major labels including Unicorn Kid and Kid Adrift as well as SaintSaviour and Think About Life. I deal with all matters including online digital audio management, running PR and marketing campaigns, co-ordinating single and album releases, liaison and compliance with MCPS, PRS, GS1, establishing links with other organisations including genre related labels, booking agencies, radio pluggers, exploring opportunities for licensing and new territories, managing and maintaining, all marketing relating to social media and SEM, SEO and booking shows. The second part of Euphonios is the management company side. I take responsibility for all aspects of artist management for Polarsets and Breen and previous management clients include Unicorn Kid and Dems. I deal with everything from development (online, press and radio), acquiring record and publishing deals, dealing with tours, agents, visas, equipment, booking travel, diaries, social media and much more.

Doune the Rabbit Hole Festival - Digital, Marketing and PR Manager

2015 - 2017

To deliver the marketing elements for Doune the Rabbit Hole Festival - Creating and implementing a full Marketing & PR Strategy for the festival
- Managing the marketing budget
- Developing campaign brand and integrated communications
campaigns through e-marketing, digital advertising, web and social channels.
- Developing, delivering and monitoring a digital marketing strategy
- Re-development and build of the website and social channels
- Monitoring ticket sales on a daily basis, responding to trends
- Developing audiences to reflect the diversity of the artistic programming
- Responsible for print distribution, including direct mail, inserts, leafleting and other campaigns (e.g roadshows)
- Implementation of all e-marketing strategies including e-newsletter campaigns and social media
- Managing advertising campaigns within budget, working closely with print and Out of Home media buyers to ensure great ROI
- Managing relationships with external suppliers and agencies to produce high standards of printed materials
- Developing PR strategy and running a complete PR campaign
- Leading on all media partnerships
- Dealing with all journalists and photographers during the Festival
- Creating and monitoring targeted sales promotions and competitions
- Working with third party ticket agents, reviewing their ticket allocation and sales on a daily basis and ensuring allocated holds are up to date
- Managing photographers and videographers to deliver high quality marketing material that is in keeping with the Festival’s brand identity
- Design, manufacture and delivery of all festival merchandise

ACM - Lecturer

2014 - 2016

The Academy of Contemporary Music is based in Guildford (Surrey) and is Europe's leading educational institute for contemporary musicians. As a Lecturer and member of the Music Business School faculty, I devised and taught modules in The Live Industry, Marketing, Digital Marketing, Consumer Psychology and Artist Development, all of which form part of the Academy's Degree and HDIP programmes in Music Business and Innovation. In 2015 I was also promoted to the role of academic career’s advisor, creating job opportunities for our students in the industry, as well as helping with CVs and covering letters. I also setup a ‘networking hub’ lecture where I utilised my contact book to bring in the likes of Huw Stephens, Simon Napier Bell, Peter Jenner and other industry professionals to transfer knowledge and inspire students.

Study Music Business - Director

2013 - 2017

SMB in an online music business school for independent musicians, performers, recording artists, producers, managers, songwriters and anyone wanting a job in the music industry. The school teaches essential entrepreneurial business and marketing skills that will take students from creativity to commerce while maximizing chances for success. The online music business courses are designed to give musicians a thorough understanding of the current music industry and to provide the tools and techniques necessary to make a meaningful impact in today’s music market. As well as teaching I also produce a monthly podcast (available on iTunes, Soundcloud and Stitcher Radio) which covers some basic music industry help and advice . More information at www.studymusicbusiness.com

AAME - Director


In May 2014, after 3 years of consultancy, I was offered the opportunity to buy out the two directors of London’s longest running rock and pop teaching agency, Key To Music. After a rebrand, I re-launched the company under the new name of All About Music Education (AAME). AAME currently has a large private client base within London, Glasgow and Edinburgh providing both temporary and permanent teaching solutions. AAME’s team of, 54, experienced music teachers provide the highest level of service across rock, pop and classical music teaching. The company now has over 200 students across London, Edinburgh and Glasgow, having expanded into Scotland in 2015. As well as private tuition AAME also runs music and dance classes for children during the school holidays having successfully completed a run of micro-musicals based around the Shakespearian Romeo and Juliet, in 2015. I have developed a profitable teaching agency with effective and professional teaching staff. I have been responsible for managing and marketing services, strategy, budgeting and recruiting and training personnel. I have established name recognition across London and through recent expansion in Edinburgh and Glasgow, have been working towards a similar goal. I have generated sales through a range of sales and marketing techniques with a major focus on digital and traditional offline marketing, corporate account development and judicious placement of advertising. I sold the company in 2016.

Back Yard Music - Head of Business Affairs


I did various work across Back Yard’s publishing and recording businesses including budget control, accounts payable and receivable, overseeing the efficient and accurate processing of invoices and payment transactions; bank and credit card reconciliations; royalty accounting international licensing agreements, distribution agreements both physical and digital and synchronisation agreements. Acts signed to the group included The Gossip, Chromeo and Tyson.

BBC Radio 1 (BBC Introducing) - Consultant

2009 - 2011

As a member of the A&R Zone team I was responsible for sourcing new Scottish bands for Vic Galloway and Ally McRae’s ‘BBC Introducing’ regional show on Radio One. I was a monthly contributor and would discuss my findings live on air.

King Tuts Recordings - Label Manager


Whilst at DF Concerts I also setup King Tuts Recordings, King Tuts’ record label, where I was the label manager. I dealt with all aspects of the release schedule & A&R. Releases include: The Dykeenies, The Ads, Twin Atlantic, The Xcerts, Kassidy, Alto Elite, Flood of Red and Sucioperro.

DF Concerts / Livenation - Promoter


I started at DF Concerts as a marketing intern before moving to the booking department as a promoter’s assistant. After a few years I picked up my own roster as a full time prom. I was involved in the booking of bands for T in the Park, Connect, T on the Fringe and concerts all over Scotland. I also booked the programme at King Tuts Wah Wah Hut and many other venues in Scotland. I dealt with all matters from booking artists/dealing with agents and venues through to the marketing of shows through online, posters, flyers, print and radio advertising.

MY Testimonials

"Most beneficial for me was the Business Course actually, my instructor Jen Anderson was awesome! I learnt all about how the music industry works, how to promote myself and how to build a brand – it helped me big time to get where I am today."

Felix Jaehn / Number 1 Artist/Former Student

"Jen is a pleasure to work with. She has opened doors and provided plans for even our most ludicrous creative endeavours. Her professional and holistic approach to management means you'll only ever hear good things about her from everyone in the music industry. We'd highly recommend Jen to anyone lucky enough to work with her."

Dan / Dems

"Jen is a really knowledgable teacher and ensures that the lessons are both interesting and relevant"

Robby / Former Student

"Jen was a wonderful teacher. As she runs her own businesses in the music industry through her management company and record labels she can provide real life examples of the music industry and guide you on how best to forge your career in it."

James Lenhian / Former Student

"Jen's teaching style is like no other. Lessons were very engaging due to her brilliant first hand knowledge of the industry. Really enjoyed my experience being taught by Jen. A great insight into the music business."

Declan Cosgrove / Former Student

"We have always found Jen to be reliable and trustworthy. She effectively balances a number of different jobs and also comes up with plenty of good creative suggestions.

Diana / Key To Music