Atlanta, GA—In an industry where talent alone is not enough, Harold “CEO Self” Chisolm and Judyya “Juice” Chisolm are rewriting the playbook for independent artists. The dynamic husband-and-wife team behind CEO Self Coaching has built a reputation as mentors, strategists, and, perhaps most importantly, protectors of the mental and financial well-being of rising musicians.
“We’re not just here to talk business,” Self explains. “We’re here to help artists avoid the pitfalls of this industry, financial ruin, emotional burnout, and the dangers of chasing fame without a plan.” Their approach to coaching is deeply personal. They do not simply offer one-size-fits-all career advice; they help artists reframe their entire mindset around success.
The Chisolms define an independent artist as someone not financially supported by a major corporate label. While some have financial stability, many struggle to navigate the business side of music. CEO Self Coaching steps in to bridge that gap. “Artists think if they just upload their song to DistroKid, success will follow,” Juice says. “But there’s a huge difference between making music and building a career. We teach them the business, the real business.”
Their core programs include The Crash, a mindset-focused community where artists receive ongoing support, business training, and personal development. Deep Dives provide intensive one-on-one coaching sessions tailored to an artist’s immediate needs, from marketing strategies to contract negotiations. FIM Academy is a three-month crash course that transforms artists into self-sufficient music entrepreneurs, covering everything from music publishing to brand management. The couple is selective about whom they work with. “You can’t teach confidence to someone who hasn’t made up their mind to succeed,” Self notes. “If they’re not willing to do the work, we’re not going to waste their time or ours.”
Their dedication to the human side of the industry comes from personal loss. A former business partner took his own life, a tragedy that left the Chisolm’s questioning how they could have missed the warning signs. “We were around him every day, working, building, dreaming together,” Self recalls. “And yet, we didn’t know what he was going through. That changed everything for us.” Determined to prevent similar tragedies, the couple became CARES-certified peer support specialists. They now incorporate mental health awareness and addiction recovery support into their coaching. “This industry eats people alive,” Juice says. “We want to make sure the people we work with don’t become another cautionary tale.”
Despite their passion for artist development, the Chisolms steer clear of industry clout-chasing. Unlike many so-called “gatekeepers,” they do not drop names, overpromise, or dangle industry connections as bait. “People pay thousands to get into the ‘right rooms’ with the ‘right people,’” Self says. “Then they realize they’ve wasted their rent money on empty promises. We teach artists to build something real, something they own.”
That ownership extends beyond music. CEO Self Coaching trains artists to function as their own business entities, equipping them with the tools to create long-term careers. “If you’re independent, you are your own record label,” Juice explains. “You need to understand contracts, branding, marketing, and financial planning. Otherwise, you’re just playing dress-up as an artist.”
The Chisolms’ influence extends beyond Atlanta, where their Behind Closed Doors sessions provide an intimate, off-the-record space for artists to receive hands-on coaching. Their next big move is expanding FIM Academy and solidifying their place as the go-to mentors for serious independent artists. “Everybody wants to be famous,” Self says. “But do they want to be great? Do they want to be stable? Do they want to have control over their careers? That’s what we help them figure out.”
For many, CEO Self Coaching is not just a service, it is a lifeline. One session at a time, CEO Self and Juice are proving that success in the music industry is not about luck. It is about preparation, resilience, and a mindset that refuses to be broken.
