About
Welcome to goodtwin.
goodtwin is a label, management and consulting company based in London.
Lucie Watson founded goodtwin after ten years building Platoon, the label services company behind the early careers of Billie Eilish, Jorja Smith, Victoria Monét and more. That decade convinced her there's a better way to partner with artists — a small roster, a shared vision and true artist development.
We’re Lucie and Rose, and we started goodtwin in January 2025. With over a decade in the music industry in London working in Label Services, helping grow the careers for artists like Jorja Smith, Victoria Monèt, Yebba and Holly Humberstone, we decided to start our own label with a focus on building a bridge between London and our native New Zealand, with the goal of helping artists break-out faster.
What we didn’t realise was that goodtwin would become so much more than a label - and just by getting stuck in and doing it, we have also helped hundreds of artists navigate the music industry, with 1:1 coaching, weekly ‘Open Hours’ (our weekly artist hotline) and from our articles dismantling the industry.
Our mission: take emerging artists to the world stage.
A real partnership means both sides match effort and output. We share a vision with our artists, set goals together, and hit them. We spend budgets effectively, we believe artists deserve honesty and transparency in an industry that doesn't always offer it, we take risks alongside our artists, and we support them at every step of the journey.
The industry is shifting fast and we’re lucky to be at the forefront of innovation and change - agile enough to try new models, move quickly and share what we’re learning as we go.
At the heart of it, we care about the things that build something real and lasting around an artist: fans, community, network and diversified income streams.
From the Substack
London based, label est. 2025. Exploring real artist development and new models for the music industry, one post at a time.
So we invite you on the journey with us, as we figure this out, one post at a time.
- The Song, The Drive, The Fan. “Picture this, it’s 2046....”
- If pre-saves are dead, how should I promote my new single? Why your fans shouldn’t hear your new song the same day as Spotify.
- (Part 2/2) 20 Ways To Release Music and Engage Fans in a Post-Spotify, Fan-Focused Era The final 10.... (for now)
- 20 Ways To Release Music and Engage Fans in a Post-Spotify, Fan-Focused Era (Part 1 of 2)
- How To Not Get Screwed Over As An Emerging Artist Hindsight is 20/20
- Are You Building A World That Fans Can Belong To? How to build real cultural identity