Category Archives: UMC Academy

IT’S TIME: Support the UMC Creator Lab!

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SUPPORT HERE

We started in Mom’s Basement — just a laptop, a USB mic, and an idea.

Back in 2013, Underground Music Collective was born in a basement in New Jersey with a simple intention: highlighting the journeys of inspiring artists and creatives from around the world. What started as a podcast called The Quinn Spinn grew into something none of us saw coming.

Since then, we’ve connected with over 700,000 artists across 5 continents, collaborated at major industry events in 12 (now 13 as of May!) cities across North America and Europe, and had the privilege of speaking at SXSW, Departure Conference, NOLA MusiCon, Confluence Carolinas, and more.

Through UMC Academy, we deliver workshops, seminars, and one-on-one consultations covering artist development, branding, content creation, sync licensing, production, and tour routing.

We amplify those same creators through artist interviews, music reviews, and feature content that put independent artists front and center.

We’ve also partnered with organizations like NOLA MusiCon, Gussapolooza, and Creative Pulse (and many more) to expand educational and performance opportunities for working creatives.

For as long as there has been a music industry, creators haven’t had a proper seat at the table. We’re building our own.

Now we’re taking our biggest chance yet. We’ve partnered with City Limit Studios to bring the UMC Creator Lab to life in Nashville, Tennessee – a dedicated space where producers, artists, songwriters, and content creators can record, write, shoot, and collaborate. Need to lay down a track? Run a songwriting session? Shoot content or record a podcast? We’ve got you – at the most accessible rates in Nashville.

We have 60 days to raise $10,000. This is an all-or-nothing campaign, which means we only receive funding if we hit our goal. Every contribution goes toward renovating the Creator Lab and acquiring recording equipment (sound treatment, music production software, podcast gear), a content creation wall, team travel, and operating costs — hello, rent.

As a thank you for your support, we’ve put together rewards ranging from exclusive UMC Creator Lab merch to karaoke night with Gerard, VIP event backstage access, and even a shot at winning more prizes.* Check out the rewards below and be a part of our movement!

Throughout the 60 days, we’ll also be rolling out special activation events and milestone celebrations — including where contributors can win even more prizes along the way. Be sure to follow @umcworldwide and stay subscribed to our newsletter so you don’t miss a thing.

As the world becomes more automated and AI touches every corner of the music industry, creators are craving something real. Real collaboration. Real opportunity. Real community. UMC is here to build that space.

Back in the Mom’s Basement days, there was a sign hanging in the kitchen that read:“May you always have the courage to take a chance.”

Thirteen years later, we’re still taking chances. Follow along at @umcworldwide and join us – let’s build a space where Creators Have the Power. Thank you for watching this video and for your contribution!

— Gerard Longo, Founder & CEO, Underground Music Collective

SUPPORT NOW

Artist Advocacy: An Essential Part of Artist Development

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If you’re in artist development, advocacy is part of your job description.

We need more people on the “business” side of the music business who will stand up for artists as they navigate a challenging, ever-evolving landscape. It is our duty to make sure that artists’ best interests are properly represented, and that we are developing artists in a way that empowers them to build sustainable creative businesses – in terms of dollars and cents, as well as ethics and values.

This means giving artists a seat at the table by bringing them to industry events, including conferences and festivals. There, they can learn, perform, and build relationships with real  human beings, planting seeds for future collaborations and opportunities.

There is so much that can be done at the local level, as well. Opportunities to perform, connect, and collaborate are all around us – and meaningful opportunities are more likely to come when we function together as a community, instead of as individuals. This is why we must work to uncover what is important to the artist – not only as a creative, but as a human being. This is what will point each artist’s compass toward a truer north, as they move into alignment with the people, organizations, and causes that resonate with who they are (and which often inspire them to create art in the first place).

True artist development means arming artists (and the creative teams who serve them) with the business knowledge necessary to build their ecosystems – and teaching them business skills that would help them flourish in any industry. There is so much more to succeeding as an artist than write-record-release-perform-repeat. Not to mention, hedging your bets on a piece of content going viral is as viable a growth strategy as hope itself (i.e.; not very). Like all other entrepreneurs, artists need to understand the fundamentals of operating a business entity, and then implement the nuances of their industry. Putting the cart before the horse – or worse, completely ignoring the need for a horse in the first place – leads to stagnation, frustration, burnout, and dreams of what could have been.

While the creative process is important, true artist development is so much more than sticking a bunch of artists and songwriters in a room to “cook up” until they write a hit. It is our responsibility to teach artists that there are so many ways to build a life and career you are proud of. We have more tools than ever to choose our own adventures in this industry, based on our goals and the lives we wish to lead.

There’s nothing wrong with getting placements and signing to a label… if that’s what you want.

If that isn’t what you want? Good news – it isn’t the only way forward.

As artist developers, it is our responsibility to help artists construct their careers and lives, on their terms. We must do this instead of forcing their creativity into a box, or using their platform as a vehicle to capitalize on a trend that, most likely, has already peaked by the time we start to “cook up.”

Simply put, artist development means developing the whole artist in a way that aligns with the life and career they want — even if it doesn’t fall in line with current trends or industry agendas. And yes, it is possible.

We must never forget that we are here to serve artists – not the other way around.

Connection over commodification.

Independence over dependence.

Ecosystems over EGOsystems.

Artistry over the algorithm.

The New School of Artist Development

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When we talk about artist development, what do we mean?

I find that there are two schools of thought on what it means to develop artists in the modern music industry. The more common one in mainstream, “traditional” industry circles involves convincing artists to fit a particular image.

Look like this. Sound like that. Work with these producers and this creative team *only*. Get into a writers room and write, write, write until you can’t write anymore. Maybe one of your songs will be placed. Maybe a major artist will decide to record one. Maybe, just maybe, you’ll even get signed to a major (but only if we can get those numbers up). If all goes well, eventually you’ll be able to do whatever you want as an artist – but only after you’ve given us a hit. Or better yet, several.

The inherent flaw to this method of artist development is that it keeps artists in a constant state of chasing. The carrot has been dangled. You must keep in the race to be the one to catch it, and “make it big” before somebody else does. This creates a sense of competition and a mindset of scarcity. If there are only so many opportunities to go around, your artistic vision goes out the window. The focus turns away from creativity, and toward how to make the most commodified, commercially acceptable thing. Don’t bore us. Get to the chorus, and you’ll be a STAR, kid!

All the while, chasing outside of yourself is a recipe for trading your truth for membership. Your raw authenticity is exchanged for the promise of a new day… if only you fit this particular mold, at this particular time. So often, this pulls artists – human beings with real lives and real stories – away from themselves, and into a machine they didn’t sign up to help operate. And, while one of those songs or “viral” moments might bring in short-term fans and collaborators, you’ll have a hard time keeping them there if you haven’t built true connections. Striking gold on a current trend may bring a wave of new attention to you at the moment… but who will be left after the virality fades, and the industry has moved on to the next big thing?

What becomes of your artistry then? Who are you, after listening to somebody else tell you who and what to be?

There is another way to build a career that has been hiding under our noses this entire time.

We have more tools at our disposal than at any time in human history. These tools can empower you to lean into who you are, tell your stories, and build your community – whether fans, collaborators, or partners who align with who you are, what you do, and why you do it.

The best part? Those people will be there, even as the trends change and new viral moments come and go. They’ll continue showing up, supporting and investing in you, because of a genuine connection you’ve built that can weather any viral storm.

To build that kind of creative ecosystem – the kind that endures based on connection, not commodification – you must start from within.

It’s time for a new school of artist development: one that cares about your stories, ideas, and perspectives. The new school of artist development understands that the cookups – the writes, the jams, and the studio sessions – are important, but they’re only the tip of the iceberg of what makes a successful artist. The new school is here to help you uncover the thing that *you* want to build, based on your own unique values, perspectives, and experiences. The new school of artist development helps you use those things to identify your true creative mission, and empowers you to visualize ways to bring it to the world.

The new school of artist development is not interested in gatekeeping. Here, you have access to the resources, connections, education and opportunities to build your platform, on your terms. We teach artists to lean into not only their own creativity, but their own independence as entrepreneurs, providing them with expert insights on how to build a business to support the art.

To all of you “starving artists” out there: what would you create if you weren’t starving?

Let’s create new possibilities together.

BECOME AN UNDERDOG

ACT FAST: Musikfest Music Industry Conference Early Bird Rates Expire April 1

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As we excitedly announced months ago, we’re returning to our original home of Bethlehem, PA this August for the Musikfest Music Industry Conference, a three-day meeting of the industry minds set to occur in the middle of the nation’s largest free, non-gated music festival.

If you want to get in on the action for the lowest rate possible, you’d better hurry: Early Bird badge rates expire this Wednesday, April 1.

The Musikfest Music Industry Conference (MIC for short) will take place from August 2-4 inside of the ArtsQuest Center at SteelStacks brings together artists, educators, producers, industry professionals, and students for three days of conversations, workshops, mentoring, and performances focused on the real world of music today. (Also, rumor has it that someone you may know is a featured presenter once again this year…)

View conference badge options and get yours here. While you’re in town, don’t forget to enjoy the entire Musikfest experience, taking place throughout Bethlehem from July 31-August 9 (with the popular Preview Night taking place on the South Side on Thursday, July 30).

SAVE THE DATE: NOLA MusiCon Returns to New Orleans Oct. 28-30

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For the past two years, we’ve concluded October — and the year’s tour schedule — by taking a trip to New Orleans for NOLA MusiCon, a platform for artists and industry professionals to connect, learn, and inspire during three days of informative panels, inspiring interviews, and unparalleled networking.

This October 28-30, we’ll make it three in a row. NOLA MusiCon is BACK for 2026!

We hope you’ll join us once again in The Big Easy, and we’re excited to be a part of this incredible community once again. Details on conference and live music programming are sure to come in the weeks and months ahead. In the meantime, keep an eye out, because early bird badges will soon be made available for just $99 until July 1.

Want an inside look at our experience at NOLA MusiCon 2025? Relive the magic with our official vlogumentary, produced by our friends and fellow UnderDogs at NuRenaissance.

You Asked, We Listened: Music Business Accelerator Virtual Applicants are Now Welcome!

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A number of folks asked if we would be offering The A&R Foundation’s Music Business Accelerator program virtually, for those who are unable to attend weekly on Saturdays in Nashville this spring.

So, we got together… and we decided to open this thing up. Now, virtual attendees — UnderDog or not — are eligible to join us for this 12-week program!

The Music Business Accelerator is a 12-week program tailored for performing musicians and creative arts businesses within the music ecosystem who are looking to strengthen business acumen and build sustainable, long-term creative ventures.

The program is divided into two core tracks:

  • Entrepreneurial Fundamentals: Covering the foundations of starting, structuring, and operating a creative business.
  • Music Business Essentials: Diving into industry specific topics, real world application, and developing a healthier, more intentional relationship with money.

Throughout the program, you will gain practical tools, frameworks, and guidance you can immediately apply to your careers, whether you are just getting started or looking to level up an existing project.

With this news comes another update: we’re extending our application deadline one final time to Tuesday, March 24! This is an opportunity to receive FREE access to the information you need to structure your creative business – no matter where your journey takes you this spring!

APPLY NOW

Going Further Together (ft. Austin Breckenridge)

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Austin Breckenridge is the Executive Director of The A&R Foundation, a 501(c)(3) Texas nonprofit entity dedicated to transforming creative passions into sustainable businesses, by providing independent musicians and creative arts businesses with tools, resources, and education on entrepreneurship.

The A&R Foundation offers the Music Business Accelerator cohort, a 12-week program which teaches musicians and creative entrepreneurs the fundamentals of building their businesses. Austin joins us on The Quinn Spinn to discuss the program, which is coming to Nashville for the first time this spring, alongside details on how to apply.

This episode of The Quinn Spinn was recorded at The Russell: https://russellnashville.com

Opening theme: REVEL 9 – All I’ve Become

Join our mailing list or become an UnderDog to apply!

Learn more about the Music Business Accelerator
Learn more about The Quinn Spinn

Leaders Go First.

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Leaders go first.

In any sense, leadership begins with an example. The best leaders are those who are willing to make the first effort. They’re often the first to arrive, and the last to leave. When they communicate expectations, they are willing and able to follow up with a demonstration. True leaders will never ask someone to do something they wouldn’t. Leaders understand the operation and can step in whenever needed… but they know when and what to delegate, and empower those around them to seize opportunities.

True leaders are not threatened by your growth. Instead, they encourage it, because they know that the success of any community rests on their ability to develop prominent, capable, impactful leaders.

Leaders don’t gatekeep; they open doors to new possibilities.

Leaders don’t dictate; they communicate.

Leaders don’t micromanage; they guide.

Leaders listen and encourage healthy discussion, and remain calm and measured when delivering feedback. Leaders hold others *and* themselves accountable to the same standards. In times of conflict, leaders work toward solutions that make all involved parties better.

Leaders build and participate in a community in order to understand its needs, and to determine how they are best equipped to serve those needs. Leaders are not interested in power, but in doing their part as tone-setters to produce impact at the collective and individual levels. To accomplish this, leaders must have good judgment as to when and how to get involved – and sometimes, that means stepping back from the spotlight to let others shine. Leaders don’t need credit for your accomplishments. Seeing you achieve is credit enough, as it signals your emergence from the stable, nurturing environment they have helped produce.

Leadership is not a trait or a title bestowed upon us from somebody else. It’s an intrinsic understanding of the challenges facing our communities, and our ability to produce solutions.

Regardless of title, experience level, or one’s station in life, there is a leader inside each of us.

We find that leader by first getting in touch with our own values, utilizing our experiences and the perspectives gained to inform our idea of a better world. We adopt the consistent actions that align with those values, and make it our mission to address anything standing in the way. From there, our vision takes shape. What does that better world look like? Sound like? Feel like? What impact is brought about by the change we create, and who benefits?

How is that impact bigger than any one individual’s success?

Once we’ve answered that question, it becomes much easier to attract and build alongside our fellow builders. We offer each other support, accountability, and guidance. We approach each other with humility and respect for the unique perspectives, traits, and abilities that each individual possesses. All the while, each individual’s sword is sharpened by the growing sense of community. As we continue leading ourselves to do our part, the example we set inspires those around us to develop the leader within.

Leaders produce more leaders, and leaders grow together.

P.S.: We’re growing our own international community of leaders – artists and creatives alike – as we re-define the music industry. If this piece resonated with you, consider becoming an UnderDog!

A Message from A&R Foundation Executive Director Austin Breckenridge

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We met Austin Breckenridge of The A&R Foundation last year during SXSW. We loved their mission, and we knew we had to work together.

Just about a year later, we’re bringing their Music Business Accelerator program to Nashville for the first time — and it’s an exclusive offering for the UnderDogs!

Ready to apply? Join now!

NASHVILLE: FREE Music Business Accelerator Applications Now Open

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For independent creatives, producing art is just one piece of the puzzle. To build a fully functioning creative ecosystem — and turn it into a viable career — there comes a time when we must all get down to business.

That means leaning into a world that may be entirely new, and learning a whole bunch of things that you don’t yet know. Once it becomes business, things get serious. The pitfalls in this strange wilderness seem to multiply. The question of “what if I fail?” becomes more prevalent.

Scary, isn’t it?

It doesn’t have to be. In fact, we’re teaming up with The A&R Foundation based out of Austin, TX to make it feel like a breeze. We’re excited to offer their Music Business Accelerator cohort for the first time ever in Nashville — and it’s free to all current UnderDogs members!

Music Business Accelerator is a 12-week program tailored for performing musicians and creative arts businesses within the music ecosystem who are looking to strengthen business acumen and build sustainable, long-term creative ventures.

The program is divided into two core tracks:

  • Entrepreneurial Fundamentals: Covering the foundations of starting, structuring, and operating a creative business.
  • Music Business Essentials: Diving into industry specific topics, real world application, and developing a healthier, more intentional relationship with money.

Throughout the program, you will gain practical tools, frameworks, and guidance you can immediately apply to your careers, whether you are just getting started or looking to level up an existing project.

The Music Business Accelerator is offered for FREE. The only two requirements to apply are that 1) you live in the greater Nashville area (because sessions take place in-person) and 2) you are a current UnderDogs member. You can learn more about how to join here.

Once you become an UnderDog, you can apply to be considered any time between now and Friday, March 6 at 11:59 p.m. CT. Selected applicants will be notified no later than March 11, 2026, and the program is scheduled to begin on April 4, 2026 for orientation and end on June 27, 2026. A tentative graduation celebration is scheduled for July 18, 2026.

About The A&R Foundation
The A&R Foundation is a 501(c)(3) Texas nonprofit entity dedicated to transforming creative passions into sustainable businesses, by providing independent musicians and creative arts businesses with tools, resources, and education on entrepreneurship.

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