Improve your career and business prospects with a series of five practical 'no-nonsense' consultations designed and delivered by Funkgurus founder Craig Hume.

Our on-line consultations are specifically developed to assist both aspiring and experienced artists and performers in gaining a better understanding of the marketing techniques, negotiating practices and sales skills that are essential for navigating and preparing to do business in the "live" music B2B environment.

There are no shortcuts to success in this or any other industry; otherwise, we'd all be billionaires. However, some people succeed! So, what distinguishes these 'lucky' people from those who are unable to overcome their 'failures' and simply give up on their dreams?

The music industry, like any other, has many diverse sectors. Within the 'live performance' sector, for example, there are manufacturers, distributors, retailers, and, of course, end users who have a myriad of options for how to spend their money. It is critical that you understand the purchasing habits and decision-making processes of the people in charge in your B2B environment, especially the distributors and wholesalers (agents and managers) and retailers (bookers and venues).

Our online consultations will develop ideas and generate practical solutions to the problems that may be holding you back through a combination of 'real-life' experiences and solid advice from our network of trustworthy industry colleagues. We also propose extra reading and tools to help you improve your 'live' marketing efforts.

Our one-on-one consultations last approximately one hour and are available on the following topics;-.


1. Creating your ‘live’ marketing mix

You're promoting a 'non-tangible' service that requires you to 'manage the evidence'. If you believe your music 'speaks for itself', your income will suffer as fast talkers and 'BS merchants' outperform you. Never fear! The 'marketing mix' (the 5 or 6 or 7 P's) is a time-tested method for keeping your customer at the centre of everything you do.

Potential discussion topics.

- Your ‘P’s’ in balance
- People buy from people
- Playing to your strengths
- Remaining fresh and committed – It's a long game.
- Finding your USP.
- Selling yourself in the best possible way. Do you know how to sell effectively?
- Who’s in your team? You’ll need help.
- The best use of your time – AKA ‘Do you really need to spend time learning even more scales?’

Follow-up meetings are offered to dig deeper into certain parts of your marketing mix, such as product, price, promotion, place, people, process, and physical evidence.


2. Strategies for securing and getting the best from a booking agent

Building ties with talent buyers, promoters, festival organisers, and venue management is critical for an artist's success. As does becoming acquainted with the musical style, clientele, ownership, and support services of various music venues across the world. Enter the booking agent.

Potential discussion topics.

- Are you ready for an agent?
- Do you need one?
- Agency roles and responsibilities.
- Choosing and securing the right agent.
- Getting a deal that’s right for you.
- ‘Exclusive’ versus ‘Non-exclusive’.
- Keeping an agent. (AKA ‘How not to get dropped’)
- How to work with your agent - getting the best from your working relationship.
- Who does it well?


3. Strategies for working overseas

UK artists place a high value on their freedom to travel and perform in the EU. In addition to the practical challenges raised by Brexit, we look at some more areas to consider.

Potential discussion topics.

- Who should be on your team, and what should they do for you?
- The so-called ‘European’ tour and what it really means in 2026.
- Establishing your 'best bets'.
- Working with promoters. Yes or no?
- Timing is everything.
- Making friends and influencing people.
- Booking ‘dos and don’ts’
- Examining your stats!
- Establishing your ‘checklist for progress and success’


4. Innovative negotiation & sales techniques

‘You don’t get what you deserve; you get what you negotiate.'

Negotiation is one of the most crucial skills in business, particularly in the music industry when revenues and profitability are often modest. Understanding the principles of this skill can result in amazing and often unexpected outcomes. Furthermore, selling is something we all do on a daily basis, and as artists, it is a necessary skill and practice that should not be disregarded.

Potential discussion topics.

- Negotiation traits and behaviours
- We’re all in sales!
- Your sales pitch
- Improvisation. Surely you’re good at this?
- Can you do it? Someone must!
- Who does it well and what are they actually doing?


5. Get your ‘self’ together!

“The path to success is to take massive, determined action.” Tony Robbins

This session changes our focus away from the commercial part of our profession and toward a more in-depth exploration of the essential skills required to survive, prosper, and accomplish all of this while retaining our sanity, decency, and likeability. The "how," not the "what," if you will.

Potential discussion topics.

- The origins of NLP and ‘Personal Power’.
- The ‘best bits’ from the Stoics.
- The Four Agreements in practice.
- What were you thinking!?
- Your emotional 'opportunity cost'.
- Your plan for staying committed and on course.


Craig Hume: Biography

Craig is a highly motivated and experienced business manager with more than 30 years of experience in business development, marketing, sales, and music management. His perspective provides an invaluable combination of corporate and entrepreneurial skills and understanding. As a member of the music industry for over three decades, he will share the practical skills you need to achieve consistent progress with your marketing, networking, negotiating, and selling, as well as, perhaps more importantly, how to stay emotionally grounded and sane while doing so.

Craig founded his first music agency in 2002 simply to help his friends find work. Since then, he has helped artists perform all over the world through his agencies Meantime and Funkgurus Artist Management.

Funkgurus represents unique and innovative musicians for international tours, festivals, live performances, masterclasses, and studio production projects. With a roster that includes some of the best international live performers, celebrated recording artists, well-known sidemen, session musicians, and producers, the agency is known for its passion for providing the best in live music services and has become the first choice of many leading promoters and festival organisers.

Craig began his career as a sound engineer working in a professional recording studio in Yorkshire, UK. He holds a business management degree in services marketing from York University and has worked on numerous live and media projects around the world. While living and working in the Middle East for 18 years, Craig held various marketing management positions for multinational corporations, including Galileo International, Saudi Arabian Airlines and The Sunseeker London Group.