Welcome to HEATE

HEATE empowers music producers to monetize their creative talents, providing a trusted learning and development ecosystem to guide them to new levels of success. We are a community-driven company that provides the resources and guidance to help producers fire up, and then grow, their own thriving music production businesses.


Meet The Founders

HEATE is powered by the long-running collaboration of Robin Wesley (CEO) and Chris Jayden (CTO). The two cousins — both accomplished as studio producers, and equally skilled in drawing on marketing to promote their creations — are recognized trailblazers in the burgeoning space of selling beats online.

Both began selling beats online back in 2011. While Robin continued to transform his beat selling into a profitable business model, Chris took a different path in the direction of music marketing. Before co-founding HEATE, he was the Head of Marketing & Sales at Heroic Academy — a similar start-up company that provided courses and educational resources for artists and producers in the EDM space.

From 2013 onwards, Robin built his own music production company, which grew into 6-figure a year profitability. Along the way, he’s worked with numerous bigger companies and artists. From getting sync placements on HBO, Netflix, and TLC, to producing hit songs throughout Vietnam, The Philippines, Czech Republic, the US, and more. However, his core business remains to sell beats to independent artists. He has licensed more than 15,000 beats worldwide and continues to sell beats to upcoming artists on a daily basis.

How it all started

In  2017, HEATE began as a passion project under its former name Urban Masterclass. On our blog, we shared detailed guides about our experiences working in the evolving industry of online beat licensing. Our most popular guide, “The Definitive Guide To Selling Beats Online,” was widely embraced by the industry and saw us featured on Airbit, Native Instruments, CNBC, BBC, and more. 

In response to popular demand from other producers in the industry, we created an online masterclass called The Constant Conversion Strategy, where Robin’s entire business model and marketing strategies were unveiled to those seeking assistance with their own beat-selling business. This masterclass, which is now part of the HEATE Academy, remains a popular course with over 2,000 producers enrolled, and hundreds of new students joining every year. It includes some of the most valuable and exclusive resources HEATE has to offer for starting up a music production business and is regularly updated with new videos. 

Aside from HEATE Academy, we continue to guide music producers to new levels of success through the free resources on our blog, weekly videos on our YouTube channel, and our email newsletter, which zeroes in on only the most meaningful and valuable stories for those running a music production company. 

Robin (left) and Chris (right)

Our Mission, Vision, and Core Values

We are proud to be a community-driven company, and a voice to more than 30,000 producers within this community. Our users inspire us to provide solutions to all the everyday struggles encountered by music entrepreneurs when starting up their businesses.


HEATE empowers music producers by providing reliable resources that are educational, inspirational, accessible, and fun. Our mission is to elevate other creators within reach of their dreams and goals.

Our team is excited to share what we’ve learned from building our own successful businesses, plus also sharing what we’ve learned when partnering with other successful music entrepreneurs.


HEATE is proudly independent, and an invaluable knowledge hub for aspiring music entrepreneurs. Equally, HEATE is committed to bringing positive change to the music industry. We position ourselves as a neutral player by creating a trusted and safe environment where new producers can access unbiased and well-researched information, with a clear emphasis on quality — not click-bait.

Our community of passionate individuals, from all over the world, are connected through a common goal: to transform their passion into profitable businesses.


Meet the team

Robin Wesley


Robin Wesley is a 30-year old Music Producer from Enschede, The Netherlands. In the past years, he has sold over 15,000 beats to artists worldwide and worked with several major artists and labels, such as Universal Music, Atlantic Records and Red Bull Music.

Besides making beats, he’s also a musician and involved in several startup companies as a marketing advisor and consultant.

Chris Jayden


Chris Schwartze is a 27-year-old music producer from Enschede, The Netherlands. He graduated from the Herman Brood Academy and became the marketing manager at Heroic Academy not too long after.

Chris also worked closely with companies like EDM Prod, Mastering.com and several other influential people in the music industry.

We're around since 2017

Highlights From The Media

Our mission is to help music producers make a living online and thrive in the music industry.

“It took a few years, but Wesley now makes a full-time salary from selling beats online. He’s not alone: what began as a cottage industry has exploded, with an entire cadre of music producers now making a healthy living from their beats. Wesley has sold more than 10,000 licences for the more than 160 beats he’s produced since 2013. In 2015 he made $30,000 (£23,250) from the beat-selling market. This year, he’ll reach something nearer $100,000. “That’s from the beats alone, just for my beats and services related to some beats,” he says.

“Robin Wesley is a prime example of a producer who has journeyed from trying to get his music heard, to the point where he is now running a viable business selling his beats online. Wesley is also one of several expert voices sharing detailed insights with other producers via the in-depth guides on his Urban Masterclass site.”

Wesley, who co-founded Urban Masterclass to help advise beat makers, said many of his students have this same problem because they underestimate the importance of strong marketing. Spend equally enough time on becoming a better producer as you are in becoming a better marketer,” Wesley said. “Balance your time out and stay focused on both sides.”

"I had never bought music related information but I was looking for ways to save time and automate daily tasks to optimise my business. But the Constant Conversion Strategy gave me all the info, marketing tools and templates I needed to do that!"
Roko Tensei
"Constant Conversion Strategy had a huge impact on me! It gave me a proven system to implement into my marketing strategy (which was non-existent at the time). The downloadable templates and PDF files are also a big help when I want to look over notes."

Career opportunites

We are always looking for talented people to join our team. We currently do not have any vacancies. But if you believe you’d be a good fit for our team, we encourage you to submit an open application with your resume and motivation letter.