Hi, I’m Steven. I’m currently 42 which means I am the answer to life, the universe, and everything. Well at least I am for several more months anyway.
I like to create music for people in my generation - those folks who feel lost between the Gen-Xers and the Millennials. Sometimes we get called Gen-Y. But whatever you prefer to be called, I make music for us.
Sometimes it’s electronic music under the name RomHeadTech. With those, I try to capture the emotion and feeling of the works of some of our favorite acts - Depeche Mode, New Order, Tears for Fears, Kraftwerk, others - and add quite a flair of our teenage years, the 90s.
I also have a less-electronic, more traditional instrument based project called Start the Tape. We use guitars (electric and acoustic), mandolins, violins, and just a touch of a synth foundation to create sounds for a lost generation.
Are you a part of that lost generation? Would you be excited about music that captures the feeling of your early formative years, but has the backing of the experiences we’ve faced since the 99s ended? Come on in and have a seat. I think we’ll get along just fine.
This is so good man… the line that really stood out is “I make music for us.” This feels way more inviting and relatable than just relentlessly promoting yourself… it feels like you’re waving a banner that people can gather under. Glad the article was helpful and great job putting it to use!!!
I feel you Michael. I think it's important to focus on our audience once we figure out who it is. I doubt it's worth the trouble to try to be all things to everyone in any profession or circumstance.
Michael - I love your thinking and your idea? I dislike music marketing too (don’t hate it - but it bothers me some) - and I am 68 young Aussie fella and I manage a “soon to be 50 y.o” Aussie Aboriginal man - Jungaji.
We released his debut album in June 2025, 12 songs on his “Betting On Blak” album releasing across over a year.
After being a self trained marketer over decades in music products (the instruments etc) I thought I’d give it a shot.
We hired a publicist and a better marketing guy than me and a social media person too. The upside is we achieved a #1 on the Australian independent charts and several great chart positions on our ARIA chart. We had our moment in the sun.
The wrap up and lessons where we spent loads on marketing but the returns aren’t there. It doesn’t make good business sense. So I’m reevaluating our next approach for everything moving forward.
The good news is we managed to fund the project from a series of grants available.
Jungaji has no debt and out end all his masters and video assetts and physical stock as well as a digital asset.
Next step is to cost out the options for marketing costs now we are more learned. We are not looking at grants and want it to fund his marketing through shows and workshops he does.
I’m in Australia and trying to build his live and digital audience here (it’s slow but gradual) and then we intend to push outward more (if it makes economic sense to do so).
Anyway, if I join your $10 a month, will you have tips and tricks that I can explore here that will make an impact?
We have a great second album (series of 19 new songs) to release and I’m working on a solid release strategy soon and maybe you can challenge my thinking some.
Are you thinking it could be a good idea for me to join in?
absolutely! our 10-Week Music Business curriculum will really help. and we can continue the discussion in the community. Hope to see you in there! Wishing you all the success with your music project.
Hey Greg - I’ll chime in - you seem to be nearly a parallel to Michael’s experience initially. I think you would greatly benefit from the mentorship at MAD. Sounds like you have a good perspective and are looking for an approach that will actually grow an audience. This is what Michael is kinda genius at - mindset, practice and action items. I would jump in at 10 bucks! Then, there is an incubator program that would give you more 1:1 time, but you could get a feel for the community - and a LOT of great resources immediately!
Yip we all got sucked into trying to look like a signed, well off, up there artist. Truth is I just started re-learning guitar 6 months ago, I still need to do some more honest marketing (I'll find the time soon) but even with the little bit I have done, mostly here on Substack, I don't feel the urgent need to post something all the time to prove anything, I've been able to focus more on the music which is so amazing. Thanks for following your calling, without Mad Records I probably would've been stuck in that old marketing model, perpetually...🤣. 👊🎶
Posting and video marketing sounds like a lot of extra time and expense involved. One might not reach as many people. But I think the traditional, non social media marketing and music promotion still works. I sort of look at the internet marketing as simply another marketing tool. Not the end all be all. We all need more time to pursue our interests off the net for sure.
Does anyone else have Bill Hicks running around in their head right now……? Or am I just an old fart who remembers too much random shit?
How’s this:
It’s called Crapp. I do it because I love the process and I need to have somewhere to put all the bullshit that modernity forces me to engage with. If you like it, great, if you don’t, great.
I’ll bite. I wrote this just now, off the cuff.
Hi, I’m Steven. I’m currently 42 which means I am the answer to life, the universe, and everything. Well at least I am for several more months anyway.
I like to create music for people in my generation - those folks who feel lost between the Gen-Xers and the Millennials. Sometimes we get called Gen-Y. But whatever you prefer to be called, I make music for us.
Sometimes it’s electronic music under the name RomHeadTech. With those, I try to capture the emotion and feeling of the works of some of our favorite acts - Depeche Mode, New Order, Tears for Fears, Kraftwerk, others - and add quite a flair of our teenage years, the 90s.
I also have a less-electronic, more traditional instrument based project called Start the Tape. We use guitars (electric and acoustic), mandolins, violins, and just a touch of a synth foundation to create sounds for a lost generation.
Are you a part of that lost generation? Would you be excited about music that captures the feeling of your early formative years, but has the backing of the experiences we’ve faced since the 99s ended? Come on in and have a seat. I think we’ll get along just fine.
This is so good man… the line that really stood out is “I make music for us.” This feels way more inviting and relatable than just relentlessly promoting yourself… it feels like you’re waving a banner that people can gather under. Glad the article was helpful and great job putting it to use!!!
I feel you Michael. I think it's important to focus on our audience once we figure out who it is. I doubt it's worth the trouble to try to be all things to everyone in any profession or circumstance.
AMEN! Preach Brother Michael. You left out talking about your great community you have built!
ahhh thank you Tamara ❤️
Michael - I love your thinking and your idea? I dislike music marketing too (don’t hate it - but it bothers me some) - and I am 68 young Aussie fella and I manage a “soon to be 50 y.o” Aussie Aboriginal man - Jungaji.
We released his debut album in June 2025, 12 songs on his “Betting On Blak” album releasing across over a year.
After being a self trained marketer over decades in music products (the instruments etc) I thought I’d give it a shot.
We hired a publicist and a better marketing guy than me and a social media person too. The upside is we achieved a #1 on the Australian independent charts and several great chart positions on our ARIA chart. We had our moment in the sun.
The wrap up and lessons where we spent loads on marketing but the returns aren’t there. It doesn’t make good business sense. So I’m reevaluating our next approach for everything moving forward.
The good news is we managed to fund the project from a series of grants available.
Jungaji has no debt and out end all his masters and video assetts and physical stock as well as a digital asset.
Next step is to cost out the options for marketing costs now we are more learned. We are not looking at grants and want it to fund his marketing through shows and workshops he does.
I’m in Australia and trying to build his live and digital audience here (it’s slow but gradual) and then we intend to push outward more (if it makes economic sense to do so).
Anyway, if I join your $10 a month, will you have tips and tricks that I can explore here that will make an impact?
We have a great second album (series of 19 new songs) to release and I’m working on a solid release strategy soon and maybe you can challenge my thinking some.
Are you thinking it could be a good idea for me to join in?
absolutely! our 10-Week Music Business curriculum will really help. and we can continue the discussion in the community. Hope to see you in there! Wishing you all the success with your music project.
Hey Greg - I’ll chime in - you seem to be nearly a parallel to Michael’s experience initially. I think you would greatly benefit from the mentorship at MAD. Sounds like you have a good perspective and are looking for an approach that will actually grow an audience. This is what Michael is kinda genius at - mindset, practice and action items. I would jump in at 10 bucks! Then, there is an incubator program that would give you more 1:1 time, but you could get a feel for the community - and a LOT of great resources immediately!
thanks Daniel! You’re the man
Yip we all got sucked into trying to look like a signed, well off, up there artist. Truth is I just started re-learning guitar 6 months ago, I still need to do some more honest marketing (I'll find the time soon) but even with the little bit I have done, mostly here on Substack, I don't feel the urgent need to post something all the time to prove anything, I've been able to focus more on the music which is so amazing. Thanks for following your calling, without Mad Records I probably would've been stuck in that old marketing model, perpetually...🤣. 👊🎶
RE social media music promotion.
Posting and video marketing sounds like a lot of extra time and expense involved. One might not reach as many people. But I think the traditional, non social media marketing and music promotion still works. I sort of look at the internet marketing as simply another marketing tool. Not the end all be all. We all need more time to pursue our interests off the net for sure.
keep going Jono!!
Good article. One benefit of me telling the truth about anything , is that it reminds me of where I came from regarding any given subject.
100% glad you enjoyed it!
excellent stuff Michael. thank you
thanks Raylee!
Does anyone else have Bill Hicks running around in their head right now……? Or am I just an old fart who remembers too much random shit?
How’s this:
It’s called Crapp. I do it because I love the process and I need to have somewhere to put all the bullshit that modernity forces me to engage with. If you like it, great, if you don’t, great.
Toooooo honest??
hahaha very good
Good job i’m not a career artist eh!!
not to mention PLASTICS :p