Anna has worked at major record labels for 5 years in both her native Finland and the UK. She has lead marketing campaigns for two UK #1 albums, many other top 10 albums and artist development in the alternative music space.
She is also a certified cognitive behavioural hypnotherapist and has been coached by some of the world's best conscious leadership coaches including Aubrey Marcus and Amanda Bucci.
Above everything else, Anna is a music fan and mental health advocate who believes in prioritising sustainability, creativity and open conversation in today's music careers.
Hi, my name is Anna Turunen.
I'm a High Performance Coach for artists.
What's that? Glad you asked! We'll get to that in a moment. But first, let me tell you how I got here.
I'm a music marketing professional, podcast host and cognitive behavioural hypnotherapist. I studied Music Management at London’s Middlesex University before getting a bachelor’s degree in Marketing in Finland (Oh by the way, that's where I'm from. The country that gave the world 'Sandstorm' by Darude. You're welcome).
After interning at Sony Music Finland in 2016, I moved back to London and landed in the marketing team of Universal Music’s frontline label Polydor. We won cool awards like Music Week “Label Of The Year” a historic 2 years in a row in 2019 and 2020, and I got to work with some fantastic alternative, rock and pop artists and their teams. Some of my career highlights include two #1 albums with 5 Seconds of Summer and YUNGBLUD, as well as a #3 album with Machine Gun Kelly.
However, it was at this time when my passion for artist mental health advocacy took over, and I got certified as a Cognitive Behavioural Hypnotherapist from the esteemed UK College of Hypnosis & Hypnotherapy. I then started my music industry-meets-mental health podcast Break The Record Podcast in an effort to spark conversation around these topics.
“There were times when album campaigns and tours had to be postponed because the artist was so unwell. As the Product Manager, I sometimes felt powerless and started asking questions like ‘Whose responsibility is it to help? Why didn’t anyone do anything before things got to this point? Why do we keep enabling these cycles?
I wanted to make a change.
After working at major labels for years, I realized that no matter what level artists are in their careers, most of them struggle with similar issues. With a lot of commercial success and years dedicated to growing the careers of countless artists internationally, I know first hand just how much goes into “making it.”
I've studied high performers and high performance habits for years and have been personally coached by some of the world’s most highly regarded personal development coaches like Aubrey Marcus and Amanda Bucci. which has made me a firm believer in the power of coaching as one of the most potent methods in self-mastery, transformation and support.
Values I stand by:
Radical authenticity and human connection
Science-informed approach focusing on nervous system regulation
Integrity, embodiment, and practice-what-you-preach
Facilitating positive change and transformation
Discretion and total respect of privacy (NDAs upon request)
Facts about me:
Host of Music & Mental Health podcast Break the Record
Featured in Music Week
6+ years experience in the industry (international marketing, touring, & UK domestic marketing)
Certified Cognitive Behavioural Hypnotherapist
Worked with over 100 different artist campaigns