Why 2011 Music Group?
'Keep it Real' Guidance: We'll work with you in identifying and creating your brand identity to refining YOUR core message.
Customized Growth Plans: we'll partner with you to tailor strategies based on your career stage, your target audience, and genre.
Independent Artist Empowerment: We'll be there every step of the way, supporting you in developing, owning and honing your career while leveraging industry opportunities as they present themselves.
'Done with You' or 'Done for You' marketing: We are jazzed to provide in-house marketing services and PR services tailored to elevate our artists' brands and maximize their reach while keeping costs low.
We do what we do because artists deserve to own their careers, understand their worth, and thrive in an industry that often exploits creativity. At 2011 Music Group, we believe that knowledge is power, and our mission is to equip artists with the tools, strategies, and advocacy they need to navigate the business of music with confidence—ensuring they retain control, maximize their earning potential, and build lasting careers on their own terms.
Natalie Rostad is the founder and CEO of 2011 Music Group, a Phoenix-based artist-development and management company built on an “artists first, authenticity amplified” ethos. Blending a Fortune-level operations background with hands-on creative leadership, Natalie turns big ideas into executable roadmaps that grow careers—sustainably and on the artists’ terms. She leads strategy, A&R, release planning, partnerships, and the business infrastructure that powers touring, content, merch, and monetization. With a data-driven approach to fan acquisition and a deep commitment to community building, Natalie champions artist ownership, clear runway for creative risk, and a culture where great shows and great teams can thrive.
How Natalie serves our artists
Designs end-to-end career roadmaps: A&R, branding, release calendars, and growth targets.
Builds the team and systems around each artist—production, PR, content, live, DSP, and operations.
Negotiates deals and partnerships (venues, brands, collaborators) that protect IP and accelerate exposure.
Runs the P&L with transparency—budgeting campaigns, forecasting, and reinvesting in what works.
Coaches artists as whole creators—stagecraft, storytelling, mindset, and long-term brand development.
Chris Connolly leads 2011 Music Group’s live-first creative engine and A&R strategy. He shapes the songs, the look, and the show—guiding repertoire, collaborators, and studio process while designing the stagecraft, visuals, and fan experiences that make every performance feel cinematic and on-brand. Chris also owns booking/advancing and VIP operations, connecting what fans hear on record to what they feel in the room.
How Chris serves our artists
A&R & development: scouts writers/producers, curates songs, runs pre-pro, vocal/arrangement notes, coordinates sessions, and drives records from demo to master—optimizing each song for both streaming and the live set.
Stage & show design: set pieces, lighting plots, video/screen content, wardrobe guidelines, transitions, cue stacks, and run-of-show pacing.
Booking & advancing: routing, buyer relations, holds/confirmations, tech & hospitality riders, stage plots/input lists, backline, and crew calls.
VIP & fan experiences: meet-and-greets, soundcheck parties, Q&As, photo ops, limited drops, and premium on-site flows that feel personal.
On-site content capture: directs photo/video teams for multicam live recaps and same-day edits to keep momentum across socials.
Merch & per-cap optimization: table layout, pricing, inventory, cashless/QR checkout, and show-exclusive bundles tied to the moment.
Experiential marketing around key dates: geo-targeted ads, street/poster programs, creator invites, and post-show retargeting.
Chase Yesterday
Piper Connolly | Photo Credit: Raf West
The Habit | Photo Credit: James Gonzalez
The Shadow Self
Julian Barth | Photo credit: Az Protography
Dec 17, 2025
Holiday chaos met rock-and-roll community on Dec 6 as Sleigh My Name, Sleigh My Name transformed Pho Cao into a packed, high-energy hub of music, connection, and end-of-year celebration. With an all-ages crowd, twinkling lights, and a lineup stacked with…
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Nov 7, 2025
Halloween came early this year — and it came loud. When storms threatened to derail A Nightmare on Scen(e) Street, the show was swiftly relocated to Club Ten31, who stepped up and opened their doors with the kind…
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Sep 29, 2025
Phoenix monsoons don’t play fair, and on Sept 27 the city was drenched in storms and flooding — but you wouldn’t have known it inside Cactus Jack’s, where the room was packed shoulder-to-shoulder with fans ready to dance. And…
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Sep 13, 2025
The Rebel Lounge has always carried the weight of history — formerly the Mason Jar, the room that once hosted Nirvana, Green Day, and Jimmy Eat World. On Sept 11, it felt every bit that legendary as “We Regret To…
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Sep 6, 2025
FOR IMMEDIATE RELEASE
2011 Music Group Signs The Shadow Self, Welcoming the Phoenix-Based Visionary Artist to Its Roster
Phoenix, AZ — September 6, 2025 — 2011 Music Group is proud to announce the signing of The Shadow Self (they/them), a…
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