With 20 years of hands-on experience across live events, venue management, tour logistics, artist development, and industry partnerships, Greg Archer has built a career rooted in supporting artists at every level. He’s worked with major names like Polyphia, Plini, While She Sleeps, and Animals As Leaders, as well as hundreds of emerging bands across genres.
From booking and managing tours across the UK and Europe to mentoring artists and coordinating arena shows and working with Live Nation, Greg brings real-world insight and a deep understanding of how the industry works behind the scenes.
Now based at WaterBear College of Music in Sheffield, he works closely with students to define, track, and achieve their goals – offering transparent, practical guidance that connects ambition with action. Connecting students with the right dots. A passionate grassroots advocate, Greg is committed to helping the next generation build sustainable, meaningful careers in music.