The Workout: Marketing & Branding is a hands-on, mentorship-driven program for Northern Colorado musicians ready to solidify their artist identity, grow a real audience, and build momentum around their next release.
This program breaks modern music marketing into practical tools musicians actually use. Participants define their artist brand, clarify their story and visual identity, uncover their audience, and learn how to connect their sound, visuals, and messaging into a cohesive strategy that shows up across social media, artist assets, merch, digital presence, and a focused release plan.
Along the way, artists collaborate with other musicians, exchange ideas, and receive valuable feedback from visiting industry professionals. By the end of the program, participants leave with a completed Artist Deck, a ready-to-use marketing toolkit for their next project, and hands-on experience developing campaigns, content, and direct-to-fan strategies.
The Workout: Marketing & Branding takes place in person at the Music District campus in Fort Collins, CO.
The Fall-Winter session runs over three months, with the cohort meeting weekly between Nov 2, 2026 and Feb 1, 2027 (with a few breaks for holidays).
PAST PROGRAM MENTORS include Jessica Toon, Ryker, Patrick Ermlich, Dessa, Kellie Owens, Dead Pioneers, Nathan Walker, Ukiah Bogle, Jamie Margulies, Zoe Ellis, Kyle Hartman, Anna Lisle, and Chris Simms.
Application deadline = Friday, September 4 at 11:59 pm MT.
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The Workout: Marketing & Branding is for individuals who:
Are actively pursuing a career—or serious hustle—as an artist and/or band
Have released music previously and have plans for a future release (single, EP, album, etc.) in the next 4 months - 1 year
Have a clear vision for their progress and goals as a artist and/or band
Are eager to collaborate with artists, peers, and industry experts
Are open to self-reflection and constructive feedback as tools for growth
Have strong songs and are ready to focus on marketing and audience growth
Are located in Northern Colorado
Are 18 years of age or older
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The program features three distinct cycles:
Identity & Branding
Define your artistic foundation. Clarify your story, visual identity, values, and audience positioning to establish a clear brand fans and industry can recognize.
Marketing & Audience Growth
Build practical tools to connect with listeners. Explore social media strategy, direct-to-fan marketing, merch, email lists, content planning, and the assets that amplify your music.
Release Strategy
Turn your brand and marketing tools into a focused release plan. Develop timelines, goals, new relationships, and promotional strategy while building a polished Artist Deck for industry feedback.
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Participants can expect these elements to be part of the program:
Cohort-based, Collaborative Music-Making, Pro Feedback, Peer Feedback, Hands-On Activities, Audio/Visual Presentation, Group Discussion, Share Works-in-Progress, Lecture
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The Workout: Marketing & Branding runs over three months, with sessions falling on Mondays at 6:00pm with one additional session on Sat, Jan 23 at 11:00am.
Mon, Nov 2 | Identity & Branding
Mon, Nov 9 | Audience & Positioning
Mon, Nov 16 | Brand Lab + Peer Feedback
Mon, Nov 30 | Branding & Identity Review
Mon, Dec 7 | Direct-To-Fan Marketing
Mon, Dec 14 | Social Media & Content Creation
Mon, Jan 11 | Digital Presence, Press, & Ads
Tues, Jan 19 | Release Strategy
Sat, Jan 23 | Get Your Assets In Gear
Mon, Jan 25 | Artist Deck Lab
Mon, Feb 1 | Final Review & Celebration
These sessions will take place onsite at the Music District.
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The Music District (639 S College Avenue, Fort Collins, CO, 80524).
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A Music District Membership ($30/month) will be required for all participants of The Workout: Marketing & Branding (Jun-Aug).
Important note: If selected and not yet a Music District Member, participants will be onboarded prior to the program start. The Music District team will reach out to schedule a one-hour onboarding session.
Membership includes access to all the Music District has to offer, such as rehearsal rooms, production space, a diverse array of musician-centric programs, industry 1-on-1s, pro gear and equipment, and much more.
After the program concludes, participants are welcome to continue their membership, if they wish.
Learn more about Music District Membership here.
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All applications will be reviewed by Music District staff with marketing, promotions, and branding expertise. Applicants will be notified at least one month before the program begins.
The ideal Workout participant is someone:
(1) whose vision and artistic commitment are clear through the links and written entries submitted.
(2) who is community-minded (e.g., open to collaboration, excited to share skills and experience, willing to test new approaches, and ready to support and respect others in the process).
(3) who represents a unique perspective, experience, style, and/or musical skillset.
While having a forthcoming release to promote and some existing digital presence is helpful, we value representation when determining the composition of the cohort. We believe this program has the most potential when the group is comprised of gifted, community-minded musicians who represent diverse backgrounds, abilities, skillsets, and experiences.
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The Music District’s signature program, The Workout, is hands-on, cohort-based, and built for working musicians. Each multi-week intensive dives deep into one focus area, features mentorship from industry pros, and ends with something real that you created—like a fully mixed and mastered track. Walk away with new skills, solid connections, and tools to thrive in today’s music world.
