About us

Our Mission

“This agency was set up by a collective of musicians who’ve been through that struggle in the new music industry. We’re here to help you navigate your own difficult journey towards a career in music.

We’ve all learnt how to Aspire Create and Transform ourselves. We’ve built up our own independant vision for artist development


Music Alignment is a full-service artist development company. We are driven to deliver passionate, proactive and persistent results in our search for creating the opportunities to push real talent further. The company was set up to give modern day artists real access to their own personalised development platform. We know how hard it can be for artists to make progress in the early stages of their careers so we are here to help with that.

Whether you are looking to work on the creative or strategic side of your development we are here to align your skills. You will  Aspire, Create, Transform or A.C.T to realise your unique value.

The company’s creative director: Matt B. Thorns has previously worked in various avenues of the industry including writing, studio production, radio, events, artist development, vocal coaching and management. He founded the company after fulfilling numerous roles for a large collection of central London recording studios back in 2017. He uses the experience of having done various forms of professional singing for the past +20 years to mentor singers and artists alike. 

The company has grown and we now form a team of partnerships with a variety of new music industry pioneers. To name a few ELAM, iSing Magazine, Brainchild Festival, Vocology In Practise etc. Music Alignment can cater for any type of artist as we are able to supply an array of music industry connections to facilitate creative development in numerous areas. The heart of everything we do comes through coaching and mentoring to nurture 360° growth for aspiring artists. 

The company started as a way of giving back to the music community by hosting regular series of artist development bootcamps & workshopsSince then we have developed ways to expand our services and create programms to cater to all levels of music artist. 

On a daily basis, we are collaborating with a team of associate producers, writers, engineers, managers, educators, coaches and other music professionals from across the sector. So far we’ve been incredibly fortunate to work with some genuinely incredible people.

Here are some of them:

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Our Team

Will Reeves

Matt is the coach, that focuses on transforming talent to take their career to the next level. He’s devoted to staying sharp for the artists he trains and builds trusted partnerships with teams and institutions across the independent music industry. He’s affiliated with VIP, ELAM, Brainchild Festival, The Voice Kids, iSing, ListenPages as well as others. He started life as a singer at age 6 performing on choir tours, and in his early 20s recorded internationally with artists in Latin America. 

He’s been the creative force at Music Alignment for over 3 years. He founded Music Alignment in 2017 to give independent artists power and freedom to develop a career on their own terms. Having been a singer for 20 years he uses his wider experience to mentor singers and artists in their early stages of development.

Will Reeves

Will is recognised as Londons most successful upcoming recording & mixing engineer.

Having worked his way up in the industry over the past 5 years in London and LA, Will now regularly resides at famous, Tape Studios and his own mixing studio at The Qube working alongside some of the worlds top artists and producers. He’s now managed by Karma Artists.

Recent clients include; Will.i.am, Steel Banglez, 6ix9ine, Mario, Mist, A Boogie, Mr Hudson, The Arcade (iggy azalea), Wayne Hector, Connor Maynard, Mo Stack and Matt Terry and many more.

Will quickly becomes a highly valued member of any team due to his knowledge and experience. He believes in guiding artists an artist sound and demonstrates this thoroughly through his incredible mixing process. 

Will Reeves

JP is an experienced young songwriter, producer and multi-instrumentalist. His fluid use of a wide range of styles is a defining feature of his work under the moniker ‘Happy Cat Jay’. He’s a mysterious producer and as such has received critical acclaim and support from the likes of Noisey, iD, Vice, Clash Magazine, Eton Messy, BBC Radio 1/1Xtra & 6 Music, Annie Mac.

Associated labels include FAT RECORDS, PC Music and Virgin EMI. Associated recording artists include Shingai (The Noisettes), A G Cook, Alxndr London and more

On top of this, he is an experienced DJ with an almost encyclopedic appreciation for different styles of music. JP’s skillset makes him able to work on a wide selection of artistic projects.

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