About us

AmptUp believes in the power of independent live music. This belief underpins everything we do.

We are dedicated to making independent live music stronger, easier, and more sustainable – for venues, for musicians, and for fans. We aim to do this through increasing transparency and improving communication and operational efficiency throughout the entire live music ecosystem.

In the long term, we hope to fundamentally reconstruct and democratize music: to give independent venues and artists a fighting chance against massive corporate entities. We know that this is a big challenge and for that very reason we think it’s worth fighting for.

Our mission is:

  • To make it easier for Independent Venues and Musicians to make a living

  • To ensure that women, LGBTQIA+, and people of color have a fair shot at the stage

  • To make any city a ‘music city’

**Most importantly, we support our mission by giving back a portion of our revenue directly into grants for our Musicians and Venues.

Founding story:

It was a dark and stormy night, as they say…the whole world had been simultaneously shuttered in the previous two weeks, and the future was very uncertain. My husband and I had been wanting to build a rehearsal studio space and cafe/bar like the one he grew up with in France, when it suddenly felt woefully inadequate.

We realized it wasn’t enough, and in that lightbulb moment realized that we HAD to help more people, the independent Musicians and especially the Venues, who couldn’t just go out and get another job, recover from this trauma.

We didn’t sleep that night (and most of the ones following), and from that moment on we began working furiously and haven’t stopped. Hundreds of hours of deep listening came next to fully grasp the needs of independent Musicians and Venues. And every feature, button, and page has been thoughtfully designed by the voices and ideas of people just like you.

Our team

Holly Hagerman


Holly Hagerman, the Co-Founder of AmptUp.com, is a Texas native, and 2x founder with her first company: an award winning, B-corp certified, boutique marketing agency exclusively serving socially conscious & environmentally friendly businesses.  She managed a team in Portland, OR for 12 years, and their client work included multi-million dollar local companies as well as the digital marketing efforts for the global headquarters of a Fortune 100 company. For the last 7 years, she has been studying and investing in online marketplaces. Since 2020 she has been listening deeply to the music industry professionals and their needs. She can be found out on a trail with her two kids, or enjoying barbecue and game night with her husband and partner.

Frederic Rouault


Frederic Rouault, the Co-Founder of AmptUp.com, is a French native, and life-long Musician. Not only did he tour nationally in front of thousands of fans, he brings experience from both sides of the coin, working production for some of Europe’s greatest music venues, like the Cannes Film Festival and the Monte Carlo. He worked alongside artists like Prince, U2, Sting, and Alicia Keyes. He entered the digital world of music a decade ago, as a ‘Sound Explorer’ for famous brands like Intel, Adobe, Hermes, and more. He can be found tickling his two kids into oblivion, creating new music, and enjoying barbecue and game night with his wife and partner.


James Nelson


Vitor Monteiro