Why work together?

Musicians, let’s get real for a moment. You pour your heart and soul into your music, but without a killer brand, your sound might just get lost in the noise. I’m Pieter Schoonderwoerd, a Dutchie based in Utrecht (NL), and for over seven years, I’ve been helping DIY artists—from electro and indie-pop to jazz and classical—stand out in the crowded music industry.

I founded Always Look At The Brand Side Of Life because I realized that a strong, unique brand is your ticket to long-term success. It’s not just about the music; it’s about how you present yourself, how you connect with your audience, and how you stay unforgettable. Being different isn’t just an advantage; it’s the key to your breakthrough.

My journey through the music scene has been anything but conventional. From drumming with Dutch indie-rock band Bodypolitics, listen here, and studying jazz drums, to teaching drums to 30+ weekly kids at Sound Academy Maastricht and managing indie bands, I’ve worn many hats. I’ve organized festivals like Woot!Woot!Woolf, worked at major events like Pinkpop and ITGWO, programmed Pop, Jazz & Beyond at music venue De Doelen in Rotterdam, and directed Jazz Maastricht. When the pandemic hit, I pivoted to coaching artists and teaching music entrepreneurship at Codarts Rotterdam, working with about 300 young artists on their careers.

My experience isn’t just extensive; it’s hands-on and deeply connected to the ever-evolving music landscape. I stay on top of the latest trends, from TikTok, and A.I. to the next big thing in music. I even developed a Minor Artist Branding course (Codarts Rotterdam), guiding around 100 artists through practical, game-changing branding strategies.

So, why should you work with me? Because I know what it takes to transform your passion into a lasting, memorable brand. Let’s make your music impossible to ignore.