What We're About
Founded by Dayna Young, Fred & Augustus is a boutique music marketing service built on the belief that strategy and storytelling go hand-in-hand.
With over 20 years of global experience across music, entertainment, and culture, Dayna is a passionate industry leader known for guiding artists and creative teams to meaningful success.
We specialize in strategic marketing for small to mid-sized teams—artist managers, indie labels, and emerging music brands—who either don’t have in-house support or are looking to strengthen their efforts with seasoned insight.
As collaborators, we bring a grounded, thoughtful approach that balances creativity, professionalism, and empathy—with just the right amount of fun.
We’re driven by a desire to help artists thrive, backed by a deep understanding of international markets, key genres, subcultures, and the evolving independent music landscape.
At the heart of our work is a single question: “How can artists think more strategically about their careers?” Our mission is to help answer that—by creating not just campaigns, but platforms where artistry can grow and sustain.
Fred & Augustus is founded on the values of kindness and integrity, loyalty and support and the pursuit of creating opportunities for musicians that help them grow. Whether financially, profile or positioning wise.
Who are Fred & Augustus?
The name ‘Fred & Augustus’ wasn’t plucked from thin air. It's rooted in a story that's deeply personal and reflective of our ethos.
Fred, a close friend and confidant, has been a pillar of support throughout Dayna’s entrepreneurial journey. His name is a tribute to the invaluable guidance and encouragement that have propelled her - and other women leaders like her - forward.
Augustus, on the other hand, has been a life-long mentor, and the inclusion of his name exemplifies resilience and perseverance. His unwavering determination and optimism have always served as a source of inspiration.
So, Fred & Augustus isn't just a name on a signboard; it's a symbol of the enduring bonds of friendship, the pursuit of excellence, and the belief that with dedication and determination, anything is possible in today's dynamic business landscape.
Our strategies have delivered over 500m+ streams for independent musicians in the last few years alone.
Dayna Young
Dayna is an accomplished music marketer and mentor with deep experience in artist development, marketing, PR, events, and talent booking across the Australian, UK, European, and US markets.
Young knew she wanted to work in entertainment since her early teens, but it was in her 20’s (when she spent a sizable chunk of her weekends in Sydney’s nightclubs), that working in music became a passion. She remembers: "I realized that the people I was spending time with also had paid positions within the industry, and that this was something that I could also do!”.
Her first industry job was in the last 1990’s handling PR for Sydney’s iconic ‘home nightclub’, including for its regular club nights and their 10,000 capacity NYE event that featured artists including Basement Jaxx and Tiesto. Since then, her portfolio has expanded to include work in the e-commerce, food and beverage, and fashion and apparel industries, with extensive experience gained in both B2B and B2C marketing.
Dayna has worked with a diverse roster of artists including Hayes Carll, The Devil Makes Three, William Clark Green, Sir Woman, Beta Radio, DMA'S, PhaseOne, Erin LeCount, Mipso, We Banjo 3, and ZZ Ward. She’s collaborated with teams at Nettwerk Music Group, 7S Management, Parallel Entertainment, Fat Cat Music Group, EDM.com, Sounds of Mayhem, Good as Gold Records, and WAX LTD. Over the years, she’s helped launch three independent record labels and developed strategies that have generated over 500 million streams for independent artists. Her touring experience includes artists like Axwell, Ingrosso, Z-Trip, Deadmau5, and James Brown, and she has produced video content featuring talent such as The Chainsmokers, Alison Wonderland, and Kaskade.
Dayna's entrepreneurial drive has led to the success of two thriving music entities, including Fred & Augustus, and Archery Club (which merged with Select Music in 2013).
Dayna's work has been recognized in various industry publications, including Hypebot and Symphonic, and she holds a leadership position in Women in Music's, Austin chapter. She was previously the Co-Chair for Women in Music, Denver.
For more information on Dayna, visit her website.
We've helped clients launch three successful Indie Labels, including the creation and implementation of all systems and workflows, training teams, and early oversight for marketing and promotions.
Testimonials
"I was lucky enough to work with Dayna for several years at Select Music. She joined our company as an already established and well respected music agent and immediately helped make a difference to our agency with her passion, work ethic and skill set. She is an honest kind hearted hard working person and one i would recommend!".
- Stephen Wade, CEO, Select Music
Dayna demonstrates a deep understanding of Digital Marketing and Content Creation, both from the creative perspective, as well as from the angle of logistics and implementation. She also manages a high quantity of complex relationships with ease, and has a natural affinity for instilling confidence and excitement in clients of all varieties.
- Ethan Baer, Founder, EDM.com and Indie Music Group
Dayna is a key asset to any marketing/strategy team. She is not only incredibly responsive, driven & studied; she also takes an incredibly strategic approach to any client or internal project.
- Shamus McNutt, Founder and President, FlowState Marketing
Very hands-on and passionate about developing talent, Dayna is one person you want on your team.
- Justin Katerberg, Owner and Artist Manager, Vitalic Noise
"Dayna really listens to our needs and goals, and helps prioritize our spends and build strategies that result in real audience and revenue growth. She is our trusted go-to".
Carrie Lombardi, Talent Manager/ Partner, Hatchery 17
"Dayna has already brought huge value to DIUO's growth & plans. Her strategic insight was really invaluable during our pre-launch phase, and now as we're ready to launch we're looking forward to working with her going forward. She's tenacious, insightful, massively experienced, and knows music marketing inside out. Highly, highly recommended".
Andrea Cockerton, CEO, DIUO
"Dayna is one of the best digital marketing strategists I've ever worked with in the music industry. She was instrumental in several major growth strategies for one of my artists".
Alex Tate, Director and Artist Manager, Fat Cat Music Group
"Dayna is an amazing strategist and collaborator. Always giving her honest opinion, Dayna is someone I trust and turn to often. She's an asset to any team, and I am so grateful to have her on mine. I could not recommend her more".
- Alyssa Joseph, Artist at Alyssa Joseph
Dayna played a pivotal role in the successful launch of Sounds Of Mayhem, demonstrating exceptional expertise in streamlining workflows, implementing best practices, and optimizing project management methodologies.
Her involvement in marketing and promotions further bolstered our label's visibility and reach.
I would highly recommend her services to anyone who is in the process of setting up a record label or moving into a self release model.
Alex Tate, Director, Sounds Of Mayhem