Marketing. Content. Coaching. Strategy.
A welcome from Michael Whalen
Why Artist Expansion?
With over 30 years in the music industry, I’ve experienced it all—two Emmy® Awards, platinum-selling music, and billions of global streams. Along the way, I’ve built deep expertise in copyrights, monetization, marketing, and what it truly takes to create and sustain a powerful artist brand.
I’ve served as a manager, a label executive, teacher, coach, and consultant to everyone from industry icons to emerging talent. But I don’t work with just anyone—I partner with a select group of artists who are serious about mastering the fundamentals and building their careers with intention and integrity.
At Artist Expansion, my mission is simple: to help artists discover and develop their most authentic voice—both in their music and in how they share their story with the world. This is about growth, clarity, and meaningful progress—on your terms.
Artist Expansion Services:
From strategy to execution, I provide hands-on guidance to help artists build and sustain successful careers. Here’s how I can support your journey:
🎵 Label Services
I oversee every detail of your release—from mastering to metadata, uploads, and pre-save campaigns—so you can focus on your music.
🎯 Coaching
Weekly one-on-one coaching sessions to fine-tune your campaign, assess progress, and map out a clear strategy for the future.
📢 Marketing Strategy
I develop tailored marketing plans for your project and a roadmap for long-term success.
🎨 Art & Design Direction
I create album covers, promotional banners, and retail assets that visually enhance your brand.
🌐 Website Development
Need a new site or a revamp? I build, fix, and optimize artist websites to ensure a professional online presence.
🎥 Video Production
From concept to completion, I direct, shoot, edit, and produce music videos and promotional content.
🎧 A&R & Production Consultation
I can refine, finish, or even re-produce your music—only if it truly needs it. With 100s of records under my belt, I know what makes a song stand out.
💼 Business Strategy & Contracts
I offer expert insights on contracts, agreements, and long-term business planning to help protect and grow your career.
"Michael’s no bullshit approach combined with his deep knowledge, personal experience and passion for helping others is the perfect combination for bringing musicians to new heights of self-awareness, artistry and success..."
Ryan Judd
Award-winning Billboard Charting Guitarist/Composer
“Drawing from his extensive experience and knowledge of the ever changing music business, Michael gives you the tools to shape your own career through customized coaching and “tough love”. This is a second to none program for artists truly serious about advancing their musical career...”
Michael Borowski
Composer, pianist and performer
2.
The Doubting Artist
The story of an artist who evolved from the "old school" to the "new school".
4.
About To Break Through
The artists who are so close to "breaking through" can be the hardest ones to transform.
“Michael’s deep experience in the music biz, his easy laugh, and his true caring nature were always there to guide me in for a safe landing when I was at a loss for answers, and his guidance truly helped me move forward in all my musical pursuits. If you need an experienced guide to help you to the next stage in your career, I can’t recommend Michael highly enough... he’s the real deal.”
Tom Eaton
Grammy® Nominated Artist, Composer, Producer and Engineer
"Michael is a gifted musician and composer as well as a blue-sky thinker. He interweaves creativity, intuition, and a thirst for knowledge with his passion to connect meaningfully to people and to our ever-evolving culture. Spending a few hours with Michael is a special treat. As a teacher, coach, and commentator on changing trends in the music industry, he brings originality of thought and provocative questions into the mix, always striving for transparency and purity of process..."
Ruby Marchand
Chief Awards & Industry Officer and former Vice Chair of the
Recording Academy/NARAS