| lx music workshops #2

The DIY Musician/Music Entrepreneur with Music Ally

Live/Touring : December 9 (open to all applicants)

Distribution : December 13 (open to all applicants)

Mentoring Sessions : December 14 (applicants selected by committee)

All dates begin at 4:00pm CEST

Kultur | lx is thrilled to be working with Music Ally for our first ever music 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. Music Ally’s mission is to help the music industry embrace digital platforms and build sustainable careers for artists across the globe. 

Of particular relevance to this project is Music Ally’s global efforts to support developing regions working with partners to democratise access to the best information and training resources with social impact at the core. Sharing Music Ally’s core values, Kultur | lx has identified a need to support the Luxembourgish music sector with a series of professional development workshops with a particular focus on music business fundamentals, release marketing and fan-base growth.

We look forward to welcoming you to our second workshops on December 9 and 13 focused on Distribution and Touring Strategies. Music Ally will also be hosting private mentoring sessions on December 14 (applicants selected by a committee).

What should you expect to learn about?

  • An overview of the Distribution landscape, the key players, their offerings, cost structures and how to make the right choice for your strategy/needs.
  • Panel discussion with a distribution and DIY specialist who will give tips on the best way to do things independently.
  • Using fan data and tools to build a tour, including Shazam, YouTube, and Spotify.
  • Looking at tools like ToneDen to increase ticket sales and general promotion of tours.
  • Interactive panel discussions surrounding live and touring.


More information :


December 9 & 13, from 4:00 – 7:00pm CEST .

Private mentoring sessions to be held on
December 14th. More details below.



Am I Eligible to Participate?
  • Luxembourgish citizens or residents working in the music sector
  • Applicants must be available for both the December 9 & 13 sessions
Private Mentoring Sessions

By joining our core DIY Musician/Music Entrepreneur workshop, you’ll have the opportunity to work more closely with one of three mentors from Music Ally, who will be working in small groups or one-on-one. These 1.5 hour sessions will help you learn more in-depth how to dealwith distribution and touring strategies based on your real life projects.

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.


Devin Landau

Kultur lx - Arts council luxembourg -music workshopsSince 2009, Devin Landau has created, implemented and adapted the touring strategies of his clients at both boutique and corporate sized agencies, bringing an extensive knowledge of touring for both Latin and general market artists on a global level. Devin has been interviewed by The LA Times, Billboard and Billboard Latin, Pollstar, HITS Daily Double and in 2019 was named in Billboard’s Latin Power Player List and in 2021 was named in Billboard’s International Power Player List. Devin is a member of the 2021 Recording Academy and is involved in the Grammy U Mentorship Program. His roster includes The Marías, Cuco, Pabllo Vittar, Boy Pablo, The Midnight, Paloma Mami, Pussy Riot, MadeinTYO, Ed Maverick, and many others.

Henriette Heimdal

Kultur lx - Arts council luxembourg - workshops musicHenriette is the Head of International Growth for Family in Music. A growth engine software for music creators and industry professionals. It’s the tools, the people, and the knowledge you need to thrive in the music industry – all in one place.