Learn how to devise and market your own creative ideas with the founder of Sample Magic and Audiaire

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Turn your ideas into a tangible business  

Guide your creative potential into a real, revenue generating business: from building a brand, start-up to scale-up, organic growth to original ideas. Learn from firsthand entrepreneurship experience in the music business and turn your creative spark into a successful brand.

Build and scale your brand                                     

Discover the real world day-to-day of running a brand, and the commonalities of how to generate income and scale any creative business in pro audio: including royalties, licensing, marketing and promotion strategies. Apply firsthand lessons from practical experience gained building Sample Magic, Attack Magazine and Audiaire.

Make sellable sample packs                                  

Sample Magic forged a unique standard in sound design: discover his approach to building and promoting sample libraries and VST plugins. Learn how to make your sample packs sellable with key tips to truly stand out: from forging to formatting, editing, categorizing and everything in between.



Sharooz Raoofi is an artist, producer and entrepreneur. He is the founder of ventures including Sample Magic, Attack Magazine, Audiaire and Principle Pleasure studios. Often referenced as the originator of modern sample pack production, he pioneered the market for downloadable sounds with Sounds to Sample, subsequently acquired by Beatport, Sample Magic, acquired by Splice. He has also worked as a sound designer for brands including Roland, Korg, Apple, Steinberg and Arturia.

As founder of Audiaire, he has created many software VSTs including the Zone and Astra synths; Audiaire was acquired in February 2021 by Splice. Under the alias Principleasure, his debut LP was Mixmag’s Electro album of the month, reaching number 1 on Bandcamp’s Electronica chart. As a writer, his works have appeared on major motion pictures, series and numerous television spots.









01 – Early Career

02 – Becoming a Professional

03 – The Beginnings of an Entrepreneur

Founding Sample Magic

04 – Founding Sample Magic

05 – Building a Brand

06 – Scaling and Growth

07 – Distributorship

08 – Royalties & Licensing

09 – Marketing Sample Libraries

10 – Other Sample Magic Ventures

Audiaire & Attack Magazine

11 – Creating Plugins

12 – Scaling Audiaire

13 – Founding Attack Magazine

14 – Growing Attack Magazine

Creating Sample Packs

15 – What Makes a Good Sample Pack

16 – The Concepts Behind a Sample Pack

Making Original Samples

17 – Creating Samples from Scratch

18 – Mixing and Finalizing Samples and Loops

19 – Organizing and Categorizing Sample Packs