ST
Sam Thomas
@George Holliday £3400! Both top tier, so the album would be around 17k! Safe to say the course is paying for itself!!
WELCOME TO
If you want to grow your income with music production and finally leave the day job, you're in the right place.
0
years combined experience
<100
members in our tight community
2
founders who actually help you directly
Your skills
aren't the problem
You can make anything sound good. The rest of the job is a different skill…
- A good month, then silence, then maybe something lands through a friend of a friend
- Rates you set three years ago, because raising them feels scary
- Quoting a price in the DMs and getting ghosted
- You're only found by people who already know you, and nobody else
- You've never been taught how to set up a business and build a career, only random advice on YouTube
Learn it by
Building it
There are a thousand places to learn compression, and almost none that walk a good engineer through building a business around the work.
That's the difference that matters. You don't watch this, you build it with us. Every module ends in something real: a brand, the systems that run the boring parts, an outreach process that finds you real paying clients consistently.
It's why this sticks when the last course didn't. Nobody learns to run a studio business by watching one. You learn it by doing the work, in order, with proven strategies and people who've done it in your corner every day of the week.
Meet the
Founders
Carl Bahner and George Holliday are working studio pros who got tired of watching great engineers struggle to build a meaningful career. Click the videos below to learn more about how they can help.
Who the heck is Carl Bahner?
Who the heck is George Holliday?
Big Credits,
Same Problems
The engineers behind these records aren't a different species. A Grammy on the shelf and a billion streams don't fix a quiet inbox, rates you're scared to raise, or a business that runs on luck. The names on these albums came to us for the same reason you're here: the craft was never the problem, the business was.
0
Grammy-winning students
0
streams by our students
A few of the records they've worked on:
That's why we built The Career Master Track. You come in good at the craft and tired of guessing where the next project comes from. You come out with a business built around you: clients you chose, the offer you want to create, rates you set, and bookings that arrive because you went and got them.
Welcome To StudioLand
Orientation & onboarding
Get your bearings, meet the community, and set your direction with us. We build your Studio Brand Blueprint together to kick things off.
Set Up Your Business
Business infrastructure
Workspace, headspace, and the machine that keeps a studio running: a command center, a client management system, client and finance trackers, booking, onboarding, and offboarding, all templated and preset, ready to plug into your own world.
Build Your Brand
Identity, niche & story
The foundation everything else builds on. Why your skills aren't enough on their own, your niches, your brand story, and turning all of it into a brand that lands work.
Land Your Clients
Client acquisition & outreach
Know your dream client, build an offer they can't ignore, reach out without feeling gross, spot nightmare clients before you say yes, and close with a newfound confidence our students say they weren't expecting to gain. Our whole outreach method, start to finish.
Earn Trust Online
Social & content that builds trust
We don't love making content either, so we built a system that works for us and for our students too. You don't need to post every day, but doing socials undeniably grows your chances of getting work. We help you lay the foundation, then it's up to you how far you take it: content that attracts artists instead of other engineers, where the ideas come from, your content buckets, lead magnets that work, and posts that earn enough trust that leads show up already warm.
Reputation & Growth
Word of mouth & existing relationships
When selling starts to feel like helping, the easiest outreach you'll ever do (the people who already know you), testimonials worth reading, and raising your rates without losing the clients you like. Making £50k? We'll help you with the next steps to take you to £100k. Growing on purpose, turning goals into next actions, and building revenue that runs without you standing over it. Everything from the goals, pulled into one plan you'll follow.
Student
Success Stories
£16.8k in two months
Tripled his rates, still landing deals
So confident about her offer now
£6.5k in two months
Day job to a full-time King’s Cross studio
A year goes by
either way
Those students stopped waiting for things to change on their own and did something about it.
Twelve months from now, you'll have put in the hours either way. The difference is whether they built something: a brand, systems, and a pipeline that brings the work to you, instead of another year hoping the phone rings.
Change doesn't happen by waiting for it. The students who got out of feast or famine didn't get more talented. They stopped leaving the business to luck and did the work with people who'd already done it.
One Goal At A Time,
Build As You Go
Step 1
Get onboarded
Once you're accepted, we show you around, get you into StudioLand and the community, and put your Studio Brand Blueprint in motion.
Step 2
Work the goals in order
Move through the content one goal at a time: Set Up Your Business, Build Your Brand, Land Your Clients, Earn Trust Online, then Reputation & Growth.
Step 3
Show up live
The members who get the best results show up to the weekly sessions and bring real questions. The more you ask, the quicker you move.
Most people give it about an hour a day, and it runs alongside a day job until the day it doesn't have to.
What we help you
Build
A real brand
Identity, niche, and story that pull in the clients you want.
Working systems
The infrastructure that takes the edge off feast or famine.
An outreach engine
A repeatable way to get in front of the right people.
A reputation that compounds
Word of mouth and credibility that build on themselves.
Higher rates
The case, and the nerve, to charge what the work is worth.
People in your corner
Peers and mentors who keep you honest and keep you going.
The Producer Sales Academy (the full Sales Structure, packaged on its own), plus the AI Innovation Lab.
In their
Own Words
"Carl has helped me to see a whole new approach to marketing my mixing business. One where I can present a much more comfortable and natural version of myself to attract my ideal clients."
Brendan Dakora · Foo Fighters, NIN, Frank Ocean
"It feels like my internet presence is actually starting to show my true bonafides in the industry for the first time ever. Many more of my new followers are actually musicians, and it feels like I'm bringing something of value to the community that I don't feel gross about."
Nick Nagurka · Vulfpeck, Theo Katzman
"Within a year of working with Carl, I got my first number one. And from there, all of a sudden I started working on major label songs… it has paid for itself very quickly. Thank you, Carl."
Lucas Gienow · Billboard-charting vocal producer
"Thank you again for your super accurate feedback on my pitch deck, you literally highlighted all the elements I wasn't 100% sure of. So so happy to be on this course, your guidance and insight is unrivalled."
Tim Howarth · member
This is not a
passive video course
Included
The Classroom
30+ hours, all five goals
The full Career Master Track, plus step-by-step instructions to everything including the templates. Watch it, work it, and come out with the pieces built rather than bookmarked.
Included
The Skool Community
people at your level, in one place
An application-curated community of producers, mixing, and mastering engineers, all hosted on Skool. Post on the discussion wall and Carl and/or George answer you there with feedback and advice, while you learn from the rest of the community's questions too.
Included
Templates & Systems
the stuff that runs the business
Worksheets and templates you use straight with clients, plus systems for the rest: CRMs, finance sheets, social engagement trackers, and artist portals.
Free on-ramp
The Studio Brand Blueprint
your own brand strategy, on paper
A brand strategy built from your intake answers. Listed at £97, but in practice it's the free way in, and it points straight into Build Your Brand.
Which path is
Right for You?
Standard
Sales Content Library
a foot in the door
- Producer Sales Academy (Sales Module)
- Community discussion board
- The Classroom (5 goals)
- Coaching & Q&A
Premium
Course Content Membership
all five goals, at your own pace
- The full Classroom, all five goals
- Producer Sales Academy
- The community
- Coaching & live Q&A
Fastest Results
VIP
6-Month Full Coaching
everything in Premium, plus Carl and George
- Two private 1-on-1 coaching sessions every month
- Two live group coaching Q&A calls a week
- Direct access to Carl and George
- Live feedback and screen-shares on your business
- A deeply personalised brand blueprint for your studio
- Q&A recordings (last 4 weeks)
- Full 6-month accountability
For many students
It Pays For Itself
£3,400, and the course paid for itself
£1,425 each on my first two sales
JM
Jamie McAllister
Hey George! Just wanted to say again thank you so much for your patience with me. And for all your help.
Awaiting deposits for my first two sales!
Two 'seasons' projects. £1425 TOTAL EACH!!
Landed a 12-month production deal: £4,200
JP
James Pearce
Guess who's got a 12 month production deal over the line :P
George Holliday STOP ITTTTT · What's the value??
£4200ish
Real messages from members. Individual results vary and aren't a guarantee of income.
Is StudioLand
Right for You?
this is for you if:
- you're good at the work but stuck in feast or famine
- your projects come in waves and then go quiet
- you want to quit the 9-5 and replace it with music
- you've tried but failed at going full-time, but haven't given up yet
- you feel it's now or never
- you know investing in yourself is the only way to move forward with confidence
- you believe there are producers out there full-time, earning off their craft
- you'd rather work with coaches who've been in your situation and created solutions
- you'll do the exercises and do the work
- you want peers with the same goals to network with
this is NOT for you if:
- you came for audio and plugin tutorials (wrong school)
- you want a shortcut and aren't building this for long-term wealth
- you collect courses and finish none of them
- you need it perfect before you'll ever send anything out into the world
- you're a troll (believe it or not, no trolls allowed)
More Wins From
The Community
Six weeks in: zero clients to about £3,000 in signed projects
JM
Jamie McAllister"Before joining, I had zero clients and no traction. … an artist got really emotional and actually CRIED because my offer was … 'exactly what I needed and something I think I can actually afford.'"
An extra €4,000 of work, and a first weekend off since Easter
PF
Paul Fawcus"I questioned a while back whether this was working. I just had my 1st weekend off since Easter, and I've had an extra €4000 + worth of work just by using the system."
Booked an EP from cold outreach, then quit the day job
ST
Sam Thomas"I've now also had someone book a 5-song EP though, and she came 100% from cold outreach. … I've kind of proven to myself that the system definitely works for me now … so have just handed in my notice to the company I freelance for."
First sale from outreach: a £1,900 client
MC
Michele Caraglia"Finally my first selling coming from the method of outreach! Another 1.9k client this month with my coaching program."
First client ever, at new higher prices
AM
Angus Malcolm"Just closed the deal on my first sales call ever and first client since joining the course at my new prices. … This kind of work felt so far away just 2 months ago."
First client closed, four weeks after joining
JW
James Walker"I've managed to close my first client since joining! This felt so far out of reach 4 weeks ago."
Reframed the fear and closed the call
NF
Nathan Flynn"Just landed a new client after a sales call today … It really just took me taking that next step despite any doubts and just doing it, after … reframing my sales mindset and working through my limiting beliefs, I hopped on the call today and manage to close them."
First paying client: a full UK rap album
JB
Jacob Brown"I've just landed my paying client! Doing production, Mixing & Mastering + Artwork for a UK rap album. £400. Not crazy amount but a start!"
A client meeting that became a signed production agreement
JV
Jamie Vee"the client meeting I've just had turned into a production agreement. Offered the payment in two halves and has gone ahead. Without these practices here that I'm learning, It would have been much harder to do."
Two new clients, plus a returning one at higher rates
JP
James Pearce"I have two clients coming on board who've confirmed and will be paying their first payments soon! And my last big client is back and has accepted my new pricing despite it being significantly more than it was!"
Real posts from the StudioLand community. Individual results vary and aren't a guarantee of income.
The stuff you're probably
Worried About
No. What we teach is the business and the sales, and that applies to any creative offer and any client type. We'll help you make it work for whatever you're best at and the people you most enjoy working with.
About an hour a day keeps you on track. That's enough to get your business, templates, structure, and branding in place and be ready for sales calls in six to eight weeks.
Standard (£15 a year) gets you the Producer Sales Academy and the community. Premium (£99 a month) adds the full Classroom, all five goals, at your own pace. VIP is a six-month program that adds two private 1-on-1 sessions a month plus two live group coaching Q&A calls a week with Carl and George, and everything in Premium.
Yes. VIP can be paid in full or split across a payment plan. We'll walk you through the options and the numbers on your call.
No. We'd expect you doing sales calls and learning to convert them by six to eight weeks. The rest of the six months is for refining and using the coaching to get the most out of it. You can also extend access, which we'll talk through near the end of the program.
VIP now includes two private 1-on-1 coaching sessions every month with Carl and George — dedicated time on your business, just you and us. On top of that you get two live group Q&A calls a week, where you bring your questions and we share screens and look at your business live. There are usually three to five people on the call, and that's the point: your question helps someone else, and theirs surfaces something you hadn't thought of. It's the part people tell us they didn't expect to love. (Standard and Premium memberships don't include the private sessions — those are a VIP thing.)
No, because it leans so heavily on your own commitment. If you follow the blueprint and systems we use ourselves, there's no reason your income shouldn't grow.
Yes. As long as you've got examples of your skillset, even three songs we can embed on your site (we'll help you set that up), you've got what you need to sell.
No. Most producers we talk to have already invested in gear. You need to know how to use what you've got, not buy more. If you're confident in the music you make and know you can help someone make theirs better, you have something worth selling.
Apply, and we'll email you. Reply with your music, we'll listen, and we'll tell you honestly.
That's fine, and it's where we start. The first work is figuring out your avatar (your best potential client) and your offer. Once that's clear you can evolve it over time. If you know you want to help people, we'll help you sort the rest.
You won't miss out. Catch what you can — they're recorded too — and you'll have plenty to work on in between. And your two private 1-on-1 sessions each month are booked around your schedule, so you always have dedicated time even in a busy week.
Because the community is half the value. Keeping it to serious, peer-level engineers is what makes it worth being in. (No trolls.)
