Always Look At The Brand Side Of Life

Welcome!

Hi, I'm Pieter. I started Always Look At The Brand Side Of Life because I want the world filled with more great music, and because I know how hard it is to build a career around your art when no one teaches you how. That's something I learned the hard way: a jazz drummer trained at the conservatory, then thrown into the deep end of the industry without a roadmap. Over the past 15+ years, I've worked as a festival producer, music programmer (De Doelen, Jazz Maastricht), educator, and artist coach. I teach Music Entrepreneurship at Codarts Rotterdam, where I've helped over 1,000 emerging artists turn their passion into a profession.

I work one-on-one with professional musicians as a music career and branding coach, and fundraiser for both artists and music venues & festivals. Together, we look at the bigger picture — your goals and next moves — and at the deep, creative work of being yourself out loud and filling the world with edgy, inspiring art. My approach is inside-out: personal, empowering, and rooted in honest self-reflection. You're not buying my time; you're getting a partner.

Check out the different sections on this website. Fundraising, if you need assistance in realizing an album, (inter-)national tour, festival, or other cultural event. Coaching, if you want to strengthen your artist brand and music career. Artists, if you want to see who I've worked with. Education, if you're interested in a workshop or guest lecture at your institution. Inspiration, for my Instagram posts on artist branding. And, Books, for my eBooks on branding yourself as a musician.