Alongside performing and design, Tom has developed a particular interest in the business of independent music: how artists find audiences, build sustainable communities around their work and make more of the relationship between the two.
Much of that work has grown directly out of his own projects. In recent years, direct-to-fan campaigns for The Urban Folk Quartet have sold thousands of physical records, generated substantial independent revenue, and helped sell out live tours — work carried out without a label, team, or conventional music-industry infrastructure.
Being an artist himself is central to Tom's approach. He often finds himself acting as an interpreter between the creative and commercial sides of the music industry: translating an artist's instincts, identity and ambitions into practical strategy, while making the language, data and mechanics of digital campaigns intelligible and useful to the people making the music.
A recurring fascination is how counter-intuitive successful independence can be. Musicians who are adventurous, questioning and fiercely individual in their creative work can still inherit surprisingly conventional ideas about how a career is supposed to operate.
Tom is far more interested in how thriving, sustainable, ethical small businesses outside of art can provide much better examples for working musicians than the questionable ‘see what sticks’ approach of the major label industry.
That ability to work on both sides of the conversation has led to collaborations with artists, festivals, promoters, venues and independent labels on audience development, digital campaigns, ticket sales and direct-to-fan strategy.
The bottom line is to find practical and appropriate ways for good work to reach the people most likely to care about it.
Tom has also spoken and taught on these subjects at the Guildhall School of Music & Drama, Royal Birmingham Conservatoire and the University of Chester, including sessions on The Artist as Entrepreneur and digital strategy for independent creatives.
Music remains the reason for doing any of it.