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About

Meet Millie

“The best artist marketing never makes fans feel like numbers. It helps them feel closer to the music, the story and the person behind it.”

Founder, Wildheart Collective

Plan more. Connect deeper. Tour better.

Roadie will never like, follow, comment, send DMs, pretend to be you or manufacture engagement — those conversations belong to the artist. What it will do is keep your tours, venues, festivals, releases, merch and fan relationships organised, and tell you plainly what deserves your attention today. Technology should support genuine relationships, never replace them.

Millie, founder of Wildheart Collective, in a sunlit studio holding an open notebook

Hi, I'm Millie, the founder of Wildheart Collective and the person behind Roadie.

I've spent more than 13 years working across marketing, audience growth and community building. My experience includes developing retention strategies, creating an award-winning community newsletter and helping international brands build stronger relationships with the people they serve.

Roadie grew from a simple idea: independent artists should not need five disconnected tools, an enormous team and a working knowledge of every algorithm just to build a sustainable career.

I believe the best artist marketing never makes fans feel like numbers. It helps them feel closer to the music, the story and the person behind it.

I'm also a fan. I'm often standing in a crowd, travelling to a show, discovering an artist or talking to the people who make live music special. That gives Wildheart a human perspective alongside the strategy, systems and data.

Roadie is here to help you organise the journey. And when you need another person to think it through with you, I'm here too.

Millie
Founder, Wildheart Collective

A small gig crowd lit by warm stage light, one fan with a hand raised

The road so far

  1. 13 years

    Marketing, community and audience growth for international brands.

  2. Award-winning

    Built and grew a community newsletter people actually looked forward to.

  3. Wildheart Collective

    Founded to bring that thinking to independent artists.

  4. Roadie

    The tool artists kept asking for: one calm place for the whole journey.

An independent artist performing under warm stage light in a small venue

Built by Wildheart Collective

Roadie is an artist growth tool from Wildheart Collective.

Wildheart helps independent artists build lasting careers through fan relationship marketing, CRM, audience growth, tour strategy, releases, merchandise and community building.

Roadie provides the structure and guidance. Wildheart provides the human support when artists need it.

Need a hand?