A MUSIC CAREER BEYOND HIGH SCORES & LOTTERY TICKETS
BEING AN INDEPENDENT ARTIST DOESN’T MEAN DOING IT ALONE
Pop Machine offers shame-free, artist-led strategy and release planning for independent musicians. No labels. No percentages. Just real support from people who’ve been in your shoes.
WHAT WE DO
Strategic Visioning
Define your goals, audience, and artistic mission.
Release Planning
Turn ideas into action with a custom plan and timeline.
Project Management
Support and coordination as you execute your campaign.
Optional Label Services
Distribution, sync pitching, and marketing support — without giving up control.
HOW IT WORKS
Step 1
Strategic Planning Workshop
We collaborate to define your version of success and build a clear direction.
Step 2
Release Plan & Budget
We create a custom roadmap with timelines, costs, and priorities.
Step 3
Support (if you want it)
We can help manage your campaign and connect you with trusted partners.
WHO WE ARE
David Vertesi
Co-Founder
I’m a musician, producer, strategist, and community-builder who’s spent the last 20 years working across almost every corner of Canada’s independent music and cultural scene. Along the way, I’ve worn a lot of hats — indie artist, music producer, major-label signee, street promoter, event producer, manager, video director, and digital strategist.
I’m a founding member of the Juno nominated indie band, Hey Ocean!. I also helped start #SingItFwd, a Vancouver concert series that raised over $250,000 for music education, and co-founded the Vancouver Mural Festival, which I ran as Executive Director for five years, making it one of the country’s most exciting and vibrant public art celebrations. I now spend the lion’s share of my time producing/recording/mixing music for other artists (Haley Blais, Said The Whale, Noble Son, Ashleigh Ball, and more).
At the heart of everything I do is a belief that artists should be empowered to shape their own paths — and my role is to help clear the way with empathy, experience, and strategy.
Peter Carruthers
Co-Founder
I've worked across the music sector in one way or another for my entire working life. I grew up in Calgary and moved to Vancouver out of high school to pursue a Bachelors of Music at Capilano University. After years of working as a musician doing everything from playing in local jazz bands in Vancouver to touring in rock and folk acts across North America, Europe, UK and Japan. After a decade living my life out of a suitcase I went back to school and received a M.Sc in Media Management from The New School in New York.
I gained my first experience on the business side of the industry at companies like Nettwerk Music Group, AWAL, and Believe, before landing at storied indie record label, Arts & Crafts. I spent seven years as their Marketing & Digital Manager, acting as both a label project manager and overseeing media buying company-wide for artists like Broken Social Scene, . I currently work doing Business Development for the radio tracking software company, Play MPE.
CONTACT US
Let us know a bit about yourself and how you think we can help.
“
POP MACHINE HAS CHANGED HOW I APPROACH EVERY ASPECT OF MY CAREER.
-Michaela Slinger (singer-songwriter)