|lx music workshop: Direct-to-Fan

Direct-to-Fan Workshop with Music Ally

General Workshop : April 19, 2022 – 4:00pm to 7:00pm (open to all applicants) 

Mentoring Session : April 20, 2022 – 4:00pm to 5:30pm (applicants selected by committee) 

Kultur | lx is thrilled to continue working with Music Ally for our industry-focused workshops and training sessions. As a global leader in digital training for the music industry, Music Ally has trained thousands of industry professionals and artists. A knowledge and skills company, it provides insight to indies, publishers, major labels as well as artists and managers globally. Their mission is to help the music industry embrace digital platforms and build sustainable careers for artists across the globe.  

The upcoming Direct-To-Fan Workshop will be split into two sections. The first half will involve a presentation on email marketing, which is a vital component of an artist’s marketing mix. By the end of the presentation, you will know how to choose an email marketing platform, build your mailing list and design captivating emails for your fans. There will also be an opportunity for Q&A and participation in Music Ally’s training module in advance of the workshop. 

In the second half of the session, we will be joined by Jessie Scoullar and Joe Vesayaporn for a panel discussion around direct-to-fan marketing. Jessie is the founding director of Wicksteed Works, a company focused on empowering musicians to maximise their audience and sales potential through connection, communication and coordination of direct-to-fan campaigns. Joe Vesayaporn works for Music Glue, a specialist e-commerce platform for the music business which allows artists to sell physical and digital music, merchandise, and event tickets in multiple currencies and languages direct-to-fan. Both panelists have collectively run campaigns for artists like Laura Marling, Mumford & Sons, David Bowie, Led Zeppelin, Elvis Costello, Eurovision, Paul McCartney, and Iron Maiden among several others.  

We look forward to welcoming you to this workshop series on Tuesday, April 19th!  Music Ally will also be hosting private mentoring sessions on Wednesday, April 20th (applicants selected by a committee). 

More information:


Tuesday, April 19th from 4:00pm – 7:00pm CEST

Private mentoring sessions to be held on April 20, 2022 from 4:00pm – 5:30pm CEST. More details below.



Am I Eligible to participate?
  • Luxembourgish citizens or residents working in the music sector
Private mentoring sessions

By joining our core marketing workshop, you’ll have the opportunity to work more closely with one of the mentors from Music Ally, who will be working in small groups or one-on-one.

Mentoring sessions are subject to a call for applications. Apply online HERE.

The Music Ally Experts:

Kushal Patel – Head of Training

Kultur lx - Arts council luxembourgWorkshop Kultur lx x MusicallyKushal (or Kush for short) is Music Ally’s Head of Training, responsible for delivering digital strategy workshops and consultancy to record labels, management agencies, industry trade bodies and universities. Kush also works across Music Ally’s marketing services roster and has worked on campaigns for the likes of Hollywood Records, Blue Raincoat Music and Rare Sound.

His past music industry experience ranges from playlist pitching at independent label AntiFragile Music to social media management at music marketing agency Burstimo. His diverse professional background offers him a unique perspective on a range of artist marketing strategies.

Marlen Hüllbrock – Head of Marketing Services

Kultur lx - Arts council luxembourgWorkshop Kultur lx x Musically

Marlen has been working at Music Ally since 2019 and now heads up their Marketing Services department, supporting management and label clients in all things digital marketing. She’s also part of Music Ally’s Training team, where she develops and delivers digital marketing training to a wide range of industry clients. Before joining Music Ally, Marlen worked within Universal Music’s brand partnerships team in Germany and Switzerland and completed an MA in Music Business Management at the University of Westminster.


Patrick Ross – COO

Kultur lx - Arts council luxembourgWorkshop Kultur lx x MusicallyOriginally from Atlanta, GA, Patrick went to Belmont University in Nashville, TN to learn the music business. In 2007 he escaped to the UK, for various reasons he can’t go into, and has been working in the UK music industry ever since. He started out working with indie labels and artists, doing what he called “web presence management”, making dope MySpace pages and being just about the only person with access to Facebook Ads in the UK. (As they only let Americans book them back then.) He served as Head of Digital Marketing for digital distributor AWAL, and eventually VP, Digital Marketing for Kobalt’s Music Recordings and Label Services division.

2018 saw him join Music Ally, where he is now COO, and oversees company operations including digital marketing campaigns and business strategy, as well as training the global music industry. He also lectures at The University of Westminster, Falmouth University.


Jessica Scoular – Wicksteed Works 

Jessie Scoullar is founding director of Wicksteed Works, a London-based agency empowering artists to maximise their potential through connection, communication and coordination of direct-to-fan marketing and retail campaigns. She also consults in music licensing, as well as running event strategy for JAAK. Wicksteed Works clients past and present include Laura Marling, Bic Runga, Mumford & Sons, Paul Kalkbrenner, Elvis Costello, Noel Gallagher’s High Flying Birds, Eurovision, Neil Finn, Little Boots and Paul McCartney.

Joe Vesayaporn – Music Glue 


Joe has been head of sales at Music Glue for the past 14yrs. He and his team manage campaigns for artists across the world. Artists with Music Glue stores include David Bowie, Led Zeppelin, Iron Maiden, The Charlatans, Gerry Cinnamon, Bears Den, Self Esteem, The Driver Era, Tide Lines and Enter Shikari. 

Save the date!

Upcoming workshops
23/05 – Short Form Video Masterclass – Time TBD
20/06 – Livestreaming and social commerce – Time TBD