About
Steve Waxman has spent his career helping high profile clients build their narrative, navigate challenges, share their story and make a difference. His career has included working in artist management in New York City (Aucoin Management) as well as Canadian independent and major record labels (Ready Records, Attic Records and Warner Music Canada). He has worked with a diverse roster of artists contributing creative marketing, promotion and communication strategies, treating every act as unique and every project as a new opportunity to introduce fresh ideas. These are exciting times when artists can communicate and market directly to fans to help build an enduring career and Steve can be a part of your team.
Selected Projects
Scott Helman - Launching a career
In 2013, Scott Helman was an unknown artist with 30 followers on Twitter. Starting from zero, an early fan base was established by creating a consistent flow of content and having Scott building a rapport with fans through social media engagement. In early discussions Scott made it clear that he cared about the world and wanted to be an agent of change so we worked together to set up and develop Solve The Solvable, an online initiative to engage his growing legion of fans to do positive work in their communities. Scott now multiple gold and platinum singles and 39,000 Twitter followers.
Aaron Goodvin - Connecting the face to the music
Creative, strategic planning of video productions helped establish many facets of Aaron’s character that led to a platinum single and a 2018 CCMA award as Songwriter of the Year for “Lonely Drum”. To launch his sophomore album, V, we filmed content to show the songwriting process of the single “You Are” as well as producing a music video that showcased Aaron’s sense of humour. The result was Aaron’s first #1 Country Radio hit.
Jim Cuddy - Establishing an intimate relationship with fans
In 2019 Jim Cuddy reworked a number of previously released solo and Blue Rodeo songs for the album Countrywide Soul. Jim has had a long standing relationship with fans but has never given them a peak behind the curtain of his life. For this release the plan was to be as intimate as possible without compromising his privacy. A series of solo acoustic performances and a track by track commentary were shot in Jim’s home while a music video for the album’s first single, “Back Here Again,” featured Jim and his band mates performing in their respective homes mixed with shots of them doing everyday chores. This approach to content helped underline the acoustic woodsy feel to the re-working of the material.
Neil Young - Making a difference
In 2014, Neil Young announced a tour of Canada in support of the Athabasca Chipewyan First Nation’s fight with developers of the Alberta oil sands. Working closely with Neil and his manager, Elliott Roberts, we planned the messaging for the tour and hosted press conferences in each city on the tour, generating several millions of dollars in media value coverage.