Today we’d like to introduce you to Tim Coleman.
Hi Tim, so excited to have you with us today. What can you tell us about your story?
I got into music at 14, mostly because I wanted to be in a band. The problem is, my first band was bad. Genuinely bad. But that band introduced me to my best friend Dave, and the two of us eventually started Antihero Productions which is really where all of this began.
For a few years I was doing everything. Touring, promoting shows, booking tours and finishing my degree at King University. After graduation I went to work for a promoter here in Greensboro, where I continued to grow my knowledge of the industry. It was then that I decided to enroll at North Carolina A&T to pursue an MBA. Once I graduated the pandemic happened, and honestly it made things pretty clear for me. I wasn’t done with music. I didn’t care what the industry looked like coming out of it, I just knew I needed to get back in. That’s what led to Swan Song Music, which over time turned into Antihero Talent Group as you see it today.
What we do now is pretty simple: we work with artists to help them grow, figure out what they actually want out of their careers, and then help them get there.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Definitely not.
Starting a business when you’re a sophomore in high school definitely presents its challenges. That experience was crucial to the formation of Antihero Talent Group though. It gave me the tools that I needed to not only start, but to start quickly and effectively. I was able to identify the need of the artists and use my experience to help fill that need.
The music industry is notoriously difficult, and my journey has been nothing less than difficult, but I still show up every day, I still work hard, I still put the effort in for my artists, and I’m still learning as the industry changes. It’s an entirely different world in the music industry than it was in 2004 when I first got started.
The newest challenge the industry faces is with AI. There are so many folks producing music using AI that it’s difficult to discern artists who write their own music as opposed to entering a prompt. Additionally, around 33% of music that is uploaded daily to the streaming services is AI generated now which takes a cut of streaming revenue from independent artists.
We’ve been impressed with Antihero Talent Group, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
Antihero Talent group is an independent artist management and development company. At our core, we specialize in artist development. That includes release strategy, long-term planning, streaming growth, digital presence, and overall career direction. Some artists come to us for full management, others for specific consulting or project-based support, but the goal is always the same: build something sustainable, not just chase short-term wins.
We differentiate ourselves by taking a hands on, honest approach. We don’t sell dreams, we present realistic expectations and work that needs to be done. Many artists lack structure, guidance, or knowledge, and that’s where we step in to fill those gaps. We come from similar backgrounds as the artists we work with, so we know the challenges they face. We’re not a huge corporation and we don’t want to be. We’re most proud of the fact that our artists trust us. They see the work we put in, they see the growth they make as we progress, and they tell their friends. We are entirely driven by word of mouth and have spent zero dollars advertising our services. This trust is what helps set us apart from some of the other smaller agencies. I take an incredible amount of pride in the fact that our artists trust us to recommend us to their peers.
Readers should know that Antihero Talent Group is an honest, hardworking organization that puts our artists first.
Any big plans?
Just continue growing. Add more folks to the group, help our artists on their paths and releasing as much good music as possible.
Contact Info:
- Website: https://antiherotalent.com
- Instagram: https://instagram.com/antiherotalentgroup
- Facebook: https://facebook.com/antiherotalentgroup
