ARTIST DEVELOPMENT + MANAGEMENT · LOS ANGELES + PHOENIX

WE BUILD THE CAREER AROUND THE ARTIST.

2011 Music Group develops and manages distinctive emerging artists with the talent, vision, and ambition to build lasting careers.

We align the music, identity, live show, audience, team, and business behind one clear strategy—turning raw potential into professional momentum and meaningful opportunity.

WHY 2011 MUSIC GROUP?

Talent is only the beginning.

Most emerging artists do not lack ambition. They lack alignment.

The music, identity, live show, audience, team, budget, and business are often being developed separately—without one strategy connecting them. That creates wasted time, unnecessary spending, inconsistent decisions, and careers that never fully reflect the potential of the artist.

2011 Music Group brings those pieces together.

We identify what is already working, determine what is preventing the artist from moving forward, and build a practical development plan around the artist’s goals, resources, and long-term vision.

THE WHOLE ARTIST

We do not treat music, branding, performance, content, and business as separate projects. We develop them as parts of one career.

Every decision—from the songs being recorded to the team being assembled—is made in service of a clear and recognizable artist identity.

STRATEGY BEFORE SPEND

More content, more photos, and more releases do not automatically create momentum.

We help artists invest in what will genuinely move the career forward: stronger music, better performances, professional infrastructure, intentional campaigns, meaningful fan relationships, and the right collaborators at the right stage.

ARTIST-LED. PROFESSIONALLY BUILT.

Our role is not to replace the artist’s instincts or force them into a predetermined model.

We provide honest guidance, commercial discipline, and experienced leadership while protecting the voice, identity, and ownership that make the artist worth building around in the first place.

From early development through release, live growth, and industry opportunity, 2011 helps artists understand what they need next—and leads the work required to get there.

Who is Natalie @2011?

Founder + CEO

Natalie Rostad brings nearly three decades of enterprise operations, strategy, and organizational leadership to the deeply creative—and often deeply chaotic—work of building artist careers.

As founder and CEO, she leads career strategy, A&R, team development, release planning, partnerships, and business operations across the 2011 roster. Her strength is seeing the complete picture: identifying what is already compelling about an artist, determining what is preventing the career from moving forward, and building the people, systems, and strategy required to close that gap.

Natalie’s approach is both commercially disciplined and fiercely artist-centered. She believes strong careers are built through better decisions—not simply more content, more spending, or more releases. Every plan is designed around the artist’s identity, ambitions, resources, and long-term ownership.

HOW NATALIE LEADS

Career Architecture
Defines the artist’s long-term direction and aligns the music, identity, audience, live show, team, and business behind one clear strategy.

A&R + Creative Development
Guides repertoire, collaborators, sonic direction, release sequencing, storytelling, and the broader creative world surrounding the artist.

Team + Opportunity Building
Assembles and leads the right producers, publicists, creative partners, live professionals, distributors, and industry relationships for each stage of development.

Business Strategy + Operations
Creates budgets, campaign plans, operating systems, forecasts, and decision frameworks that protect resources and direct investment toward meaningful growth.

Artist Leadership
Helps artists strengthen their instincts, communicate their vision, navigate difficult decisions, and grow into confident leaders of their own careers.

Who is Chris @ 2011?

A&R + Live Development

Chris Connolly leads A&R and live development across the 2011 roster, helping artists translate a compelling creative identity into stronger records, more intentional performances, and memorable fan experiences.

He works across repertoire, pre-production, collaborators, recording, show design, booking, and live execution—connecting what an artist creates in the studio with what an audience experiences in the room.

Chris brings both creative instinct and practical live expertise to artist development. He identifies the songs, arrangements, performance choices, and production details that make an artist more recognizable, then helps build a live environment that strengthens that identity rather than simply reproducing the record.

His approach is grounded in one belief: every element of the artist experience should feel connected. The songs, set, pacing, visuals, audience interaction, merchandise, and content should work together to leave a lasting impression.

HOW CHRIS LEADS

A&R + Record Development
Guides repertoire, writers, producers, pre-production, arrangements, vocal direction, session planning, and the development of songs from early demo through final master.

Live Show Development
Builds the structure, pacing, transitions, visual language, stagecraft, and performance details that turn a collection of songs into a complete artist experience.

Booking + Show Operations
Leads routing, buyer relationships, advancing, technical requirements, production coordination, and the operational planning required to deliver professional live performances.

Fan Experience + Monetization
Develops thoughtful VIP, merchandise, and on-site experiences that deepen the connection between artist and audience while creating sustainable revenue opportunities.

Live Content Direction
Guides photo and video capture around performances so each show continues to build the artist’s story, audience, and campaign momentum beyond the room.