Amber Horsburgh is a music and brand marketing professional who’s spent 9 years working in New York City and Los Angeles before returning to my home town of Melbourne when the COVID-19 pandemic hit in 2020.
During her time in New York City she held the position of SVP Strategy at Downtown Records where she oversaw marketing and strategy for the entire global artist roster. As a passionate advocate for emerging artists, Horsburgh moved to Los Angeles to start a consulting business advising labels and artists directly in 2019. Her previous and current clients include Chet Faker/Nick Murphy, Miike Snow, SOFI TUKKER, Cold War Kids, Electric Guest, Allday, Tkay Maizda, Cub Sport, NBA YoungBoy, Smino, Tommy Genesis, Mura Masa, Interscope and Atlantic Records.
Horsburgh’s approach to artist marketing comes from the advertising world. She cut her teeth developing global digital campaigns for YouTube Music, Google Play, Sonos, Samsung, and MTV. Her work has been awarded by Cannes Lions, Webby’s, Shorty’s, One Show, Clio’s and SXSW Innovation Awards.
In 2017, Horsburgh founded Deep Cuts, a music marketing platform to equip independent artists with strategies and tools to snowball their own career. Today it is used by more than 15,000 artists and professionals at some of the world’s leading music companies including Universal, Sony, Warner, The Recording Academy (GRAMMY), CAA, Pitchfork, Complex, Beggars Group, Def Jam, XL, 4AD, Subpop and Warp.
In October 2020, Horsburgh launched her signature online course and group coaching program. The 12-month program aims to empower artists and emerging managers with the resources they need to release a record like a major label.
Through her Deep Cuts education work, Horsburgh has been asked to provide thought leadership for brands including Spotify For Artists, SoundCloud, and was featured in Billboard. She presented to more than 3,000 registrants for Spotify For Artists’ Fan Development 101 workshop (interviewed by Erica Campbell former music editor Consequence of Sound).
She taught 1,200 artists how to build an audience like Macklemore for Skillshare and built the Content Strategy track for Google’s education app, Google Primer that has over 90,000 downloads.
In 2021, Horsburgh is expanding her School of Deep Cuts program. As well as launch an interview series, podcast and provide more educational resources directly to artists through social media.
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