An Online Training Program and Community for Musicians, Artists, and Creatives

Trainings kicking off June 1, 2020
Community Open Now

Since we opened our doors eleven years ago, iCadenza has been coaching artists, executives, and other creative individuals on building and growing their careers and creating lives that are more enriched and fulfilling. Around the same time, we started our sister company, Cadenza Artists, which is a full service talent agency that operates internationally.

Now, we have taken everything we've learned to set you up for success in launching, growing, or up-leveling your creative career - and to help you do it with more ease and grace, even during this era of COVID-19. We learned the ropes the hard way, so that you don't have to. You can learn our best practices, and take advantage of situations that were, for us, expensive learning opportunities (we have an internal policy of never wasting a crisis or challenge: it's all good learning, for us and now, for you).

Please know: you are not alone in being confused about next steps during this time. However, there are currently artists and others in the creative fields who are making powerful connections and securing opportunities - which is a win for everyone involved. And you can be doing this too.

For the next 8 months, join us as we share the industry knowledge that we have built and taught over the past 10+ years that has led our clients to be....

  • Regularly booking highly profitable tours at top venues 
  • Collaborating with world-renowned leaders and artists
  • Launching innovative new projects
  • Building successful consortiums that guarantee dozens of performances
  • Securing high-profile, high-paying residencies and performances 
  • So much more!

And receive the support you'll need to navigate through this period of uncertainty in the coronavirus-impacted world into the next era.

History will showcase the tales about the innovators and leaders who were willing to take courageous action now. Are you going to be one of them? If so, will it be through deliberate, thoughtful, considered action, or will it be through blood, sweat, tears, and suffering alone?

You don't have to go it alone. We created an entire program to support you along this journey.

Sign Up Now

Currently: only 18 spots left!

We will be mentoring a cohort of highly motivated musicians, performers, and other creatives who are fully committed to steering their careers - online and offline - to their fullest potential with our support over the next 8 months. 

You will be led through our signature process...  

Phase 1: Define your vision and gather your materials  

The quickest way to creating an easy career path is to know where you want to go first. We at iCadenza are firm believers that the quality of your work is directly affected by the quality of planning that goes into it. And this is the time to do just that.  

In the first two months, we will help you hone in on exactly what you want for your career, and define which assets will get you there.

It doesn’t matter if you're at the beginning of your career journey or if you have a prolific career - this phase is crucial to your next career uplevel.  

Phase 2: Set a plan and get into action  

Now it’s time to get down to it! 

In these three months, you will start applying your vision and materials to our proven process and taking routine, focused action.

Scared that nothing from the "old way" of doing things will carry over to bookings after COVID-19? That's not necessarily true. While some external truths may change, the process for how humans interact with, do business with, and negotiate with other humans remains the same.

And we will be with you every step of the way - helping you navigate the day to day bumps and obstacles that keep you stuck at your current career level.

Phase 3: Refine the process and expand your results - with supportive feedback and accountability

At this point, you will be a pro at the process basics. Now, it's about taking your results and refining the process to be as effective and sustainable as possible.

And if you are already seeing the results you want, this will be a great time to define the next level you want to reach! The growth of your career doesn't have to stop here.

Want this type of support?

We started iCadenza in 2009 during a major recession. We remember those days well - everything was new: co-founders Julia and Jennifer were fresh out of college, there were no jobs in any industry, the arts industry had just shrunk by about half, with far fewer performances being presented by fewer venues, social networking was still new, and competition everywhere was fierce. It also felt like there was no money, the world had suddenly become an unpredictable place, and just like today, people were talking about a "new normal" and how we would all cope, even wondering whether we would survive. When we told people we were starting a new company, they looked as us blankly, like question marks in the eyes of a cartoon character, wondering where we expected to find money. It took us two years, but we eventually found our footing, and also founded Cadenza Artists, a booking agency, representing artists, composers, dancers, speakers, directors, and other creatives. Flash forward 11 years, and both companies are alive and thriving. Was it immediate? Definitely not. Was it easy? Not at all. Was it worth it? 100% yes. Now, you get to benefit from everything we've learned.

At iCadenza, we are passionate about empowering artists to create their dream careers on their terms. We have been doing just that for over the past decade. The result? Thousands of musicians who are now making more money than they thought possible, working with people and organizations they thought were out of reach, and participating in careers that are fulfilling in their work and in their lives. 

Our team of experts has not only helped musicians, we have lived it ourselves. We each bring our own flavor of expertise that allows us to support the wide variety of artists we work with. 

Lisa Husseini has a decade of experience as an administrator within a variety of arts organizations and is a conservatory-trained flutist herself.

Sarah Robinson is a performing flutist, founder of the LA-based Helix Collective and author of Clubbing for Classical Musicians

Julia Torgovitskaya is a trained opera singer, is the co-founder and President of iCadenza and also runs our sister company and artist agency, Cadenza Artists.

We have seen it all!

This has allowed us to work with fantastic clients in all corners of the arts landscape:

  • Major university and conservatory programs including Stanford University, the Peabody Institute, the Frost School of Music, and MIT, where we have coached students, faculty, and given workshops. 
  • Members of major symphony orchestras looking to enhance their current career or start a fulfilling side hustle. 
  • Non-profit and arts organizations including major US radio station KUSC/KDFC and a variety of choral, orchestral, and multi-disciplinary organizations looking to enhance revenue, employee experience, and get to the next level of stability and thriving. 
  • Internationally-renowned soloists looking to enhance their time, energy, and careers.
  • Service Organizations such as Chorus America, APAP, Opera America, and more through workshops and resources that further serve their constituents.  


What this means for you is that....

  • You will have a combined 50+ years of industry experience focused on supporting you and your success.
  • We have got your back! You can take the risks you need while trusting that you won't let you walk down a dangerous road.
  • No matter what your corner of the arts industry is - we have the experience and the network to help get you the best answers quickly.  
  • You will have an experienced and informed partner to act as a sounding board for all of your ups and downs - successes and challenges. 

Want to join this 8-month journey towards making your career click into place? Here’s what you need to know.  

It doesn’t matter if you don’t know how to make your dream career happen. All you need is a clear idea of what you want your calendar and career to look and feel like.

This group is not about becoming a full time administrator for your creative pursuits - it is about making a shift in your approach. Be prepared to face and conquer what is most holding you back (in a safe and supportive environment).  

With our background and expertise, we can quickly help you set a direction and strategy built around our process. But your willingness to take action is the magic ingredient that will pull it all together.  

You’ll get targeted trainings, direct support, the strategy you need to fill your calendar with dream gigs and dream fees.  

Here's what you get:

  • 8 months of direct support - from the iCadenza team
  • Private Facebook group with regular live trainings
  • Round the clock feedback on your pressing concerns and questions
  • iCadenza’s vast library of digital resources, including over 50 hours of video content featuring experts in the industry and hundreds of books, videos, and articles that we have curated for our clients over the past 10 years.

Sounds like this is just what you need?

Sign Up Now

Hear from some of our clients...

“Three months ago, we were routinely booking gigs for less than $1000, with the odd 4-digit gig here and there. After three months of coaching, and a massive shift in our mindset and approach, the flow of bookings at our asking price just hasn’t stopped. We even negotiated 2 contracts in the 5 digits!

Kate Voss and Jason Goessl of Sundae + Mr. Goessl  

“My experience with Be Your Own Agent was exactly what I had hoped for. Getting individual feedback was priceless! The team told me where I could improve, plus affirmed the things I was already doing right. I've had a 100% return rate on my cold emails in a market where I have absolutely no personal professional connections — all within a week's time! I feel much more empowered now. I'm happy with my direction and excited for what lies ahead."  

Juliana Soltis - Baroque Cellist  

"As a result of our work with iCadenza and the steps we’ve taken in the past few months, we have won showcase opportunities at two major booking conferences, built the business infrastructure for the ensemble in Canada and in the USA, and learned to delegate more effectively to our team. We’ve had a huge improvement in our ability to flesh out our strategy, and had a major branding overhaul!" 

Michael Bridge (accordian) and Kornel Wolack (clarinet) - Bridge & Wolack Duo  

My entire performance career has blossomed, both internally and externally, with opportunities presenting themselves much more abundantly. With iCadenza, I know I always have a partner on my side who is truly invested in helping me grow, both as a person and as an artist.”  

Maren Montalbano, Mezzo-soprano and member of GRAMMY Award winning ensemble The Crossing