Featured Entrepreneur – Independent Recording Artist Jennifer Grassman

by smallbizbee · 6 comments

Our latest Featured Entrepreneur is independent recording artist, Jennifer Grassman. I’m excited to have the opportunity to share her interview with you all, not only am I a music lover, but I think it gives a candid look at the business side of the music industry and when you’re an independent you’ll see that you have to be entrepreneurial to make it work.

Even though Jennifer operates in a very different business realm than our “typical” features at Smallbizbee.com, I decided to ask her the same questions I would of any businesses owner – and I’m glad I did.

What I realized from her answers was that we may all be in different businesses, but we are all dealing with the same businesses issues, and the drivers for success remain the same. Enjoy!

Tell us a little about yourself, your background

I am 24 years old and live in Houston with my husband, Jason, and my kitties, Agatha Mittens and Mr. Charles Bingley.

What is your business, what do you do?

I am a recording artist. I write songs, compose music, perform concerts, and distribute my music on CDs and through other digital media means. I also design all my own CD artwork and promotional graphics, book my own concerts, and manage my own website (which is www.JenniferGrassman.com).

When did you start the business?

I would say 2003 is when I really started thinking of my music seriously as a career option, and not just as a hobby or side business.

How did you get the idea for this?

It came about quite naturally. Music has always been a passion for me, so to be able to do it professionally was a dream come true. What really hooked me on songwriting was the ability to express myself and vent through the lyrics and composition of each piece. It’s great to be able to vent through your work!

By the time I was 18 I had acute “fly-the-coup” fever, and was determined to gain independence and escape my parent’s house somehow. I made up my mind that I had three choices:

1) Get a job and my own apartment

2) Get married to a really cool guy who lets me play piano all day

3) Get famous and go on a world tour

It turned out that option #2 presented itself during my freshman semester, and (even though I have entirely recovered from my “fly the coup fever”) I’ve been working on #3 ever since!

Where did your organization's funding/capital come from and how did you go about getting it? How did you obtain investors for your venture?

Originally, I was signed to an independent record label, which funded my first two album releases. However, I have since terminated that contract and set about managing my own career. In this way, I have much more creative freedom and control over how my business is run.

I am currently working on producing and releasing my third album (a venture which typically costs $7,000 - $10,000 – not to mention the travel expenses of a tour). Obviously, playing at coffee houses doesn’t get you that kind of pocket change. So, I began involving my fans and friends in my music business. I created some fun and easy ways that they can help me raise money in return for credit in the album booklet, free CDs, exclusive private concert invitations, and other cool gifts.

One way my fans can help me raise money is by hosting “house concerts.” So far, this has been my favorite way to generate funds. Here’s how it works: I perform a concert in their home (usually a living room or patio) for their friends and family (sometimes it’s a public gig, but not always). Every guest pays a cover of $15 to $20 and brings a bottle of wine. The proceeds then go toward funding my album.

Fans can also sponsor the album. So far, I’ve gotten sponsorships from as far away as Germany! Usually they’re not big ($20 here, $50 there), but it all adds up and every cent helps.

What was the biggest startup challenges?

I would have to say my own learning curve. I was only 17 when I started out. I trusted some people I should not have trusted, and was generally naïve about business and the music industry. I quickly found that I had a tendency to assume that other people were being nice to me out of the goodness of their hearts, and several times was rudely awakened to the realization that they were in it purely for themselves (and not always for the nicest reasons). It’s been an extreme growing process, but it’s been an amazing adventure, and I wouldn’t trade it for anything.

How did you overcome those challenges?

Thankfully, I have a wonderful husband, who has helped me overcome a lot of hurdles. We started dating when I was 18, and were married when I was 21. So, I feel that we really became adults together. I’ve become a lot more “people smart” since my teen years. I have worked hard to surround myself with ethical people who genuinely care about me and my music, and those are the people who I will be super happy to benefit should my music career really take off here!

What makes your business unique, what’s your “unique selling proposition”? Said another way, “why should I buy from you and not a competitor?”

I can honestly say that my music is very unique, both musically and lyrically. You should buy from me and not a competitor because I don’t HAVE any competitors! Haha! (One has to be slightly cocky to do what I do). In all seriousness though, people have compared my sound to that of Tori Amos, Sarah McLachlan, or Loreena McKennitt, but it’s really not something you can put in a box. You will either love it or you won’t.

Besides the fact that my music is quality art, I would also point out that I use it to promote and sponsor many wonderful causes. I prefer to write songs about things that are meaningful and inspiring … as opposed to boyfriends, drugs, and parties. For example, I love to use my music to artistically take a stand against domestic violence, abuse and sexism.

How do you go about marketing your business? What has been your most successful form of marketing?

Word of mouth is priceless. Even on the internet, I find that most of my fans heard about me through another fan, and not through some social networking profile or magazine article (although, those help too, and certainly play their part in taking one’s career to the next level).

In one word, characterize your life as an entrepreneur.

Intrepidity!

What do you feel is the major difference between entrepreneurs and those who work for someone else?

The Creative Mind. In order to be an entrepreneur you’ve got to have some kind of creative super-power. You may not be able to draw, or sing, or dance, but you’ve got to have an inspired vision that is unique enough that you can carve out your own little niche and thus not compete quite so doggedly with the major corporations who have million dollar marketing campaigns and would otherwise leave you in the dust. You’ve got to have the capacity to do something new and wow people with the novelty of it.

Do you believe there is some sort of pattern or formula to becoming a successful entrepreneur?

Gumption, determination, and a strong and unshakable belief that what you’re doing is what you are meant to be doing. If you’re planning to give up just because you aren’t rolling in the dough after the first 5 years of dog hard work, then you’re not going to have a happy adventure.

The other thing I highly recommend is bartering. For example, if you’ve got something that a website designer wants, get them to design your website in exchange for your services. I once had this running deal with a beautician. I performed for free in her coffee house in exchange for free hair cuts and highlights. It was awesome. I’ve never looked so posh!

Describe/outline your typical day?

My work comes in and out like the tide. Some days I have nothing to do but update my Twitter. Other days I have a tsunami of emails, phone calls, and bookings (but I still update my Twitter).

What sacrifices have you had to make to be a successful entrepreneur?

Friends! I rarely have the time (or the money) for a real “night out with the girls.” Since many of my concerts are on the weekends, my social life is limited to concerts where I can convince my friends to show up, and week nights.

What would you say are the top three skills needed to be a successful entrepreneur?

Independence and self confidence. You have to have the ability to make decisions quickly, wisely, and effectively on your own without a panel of counsel. You also have to be something of a jack-of-all-trades, because whenever you can’t afford to hire someone to get something done for you (for example, writing a press release or updating your wesbite), you have to be able to get the job done yourself.

What would you say to someone considering starting their own business?

Do your research! Have a game plan for what you’re going to do, when you’re going to do it, and how long it will take you. Also, you must be conscious of your business persona from a very early stage. Create an image and a brand and stick with it until it catches on.

If you had the chance to start your business over again, what would you do differently?

I would not sign a recording contract. I would find a way to fund my album independently and on my own terms.

Have any failures you’re willing to talk about? What have you learned from them?

When you’re an entrepreneur the first thing you learn is that there is no such thing as a failure! I once came up with a new marketing scheme. I was going to promote my Christmas album by hosting a secret concert for members of the press by invitation only. Only one person came. I could have viewed this as a failure. Instead, I decided that next time I would serve beer, and then the media would come! In other words, whenever you have a “failure,” critique what went wrong, and improve upon your foibles.

What was your greatest fear in starting a business? How did you manage that fear?

My greatest fear was a very basic and primitive one: No one will like me! I overcame that by challenging myself to do my best to prove myself wrong. You’ve got to have thick skin and lots of stubborn determination to be a small business owner.

What would say are the five key elements for starting and running a successful business?

Self Confidence
Creativity / Resourcefulness
A Friendly Personality
Determination
Ethical Business Policies

What gets you out of bed in the morning, what inspires you?

What really solidified my business’s “mission,” was when I started getting emails, letters, and gifts from people all over the world who had suffered from terrible illnesses such as cancer, who were chronic pain sufferers, or who were abuse and rape victims, and who told me about how they derived comfort and hope from my music.

In particular, I got a letter from an adult male child abuse survivor who said that my songs comforted him when he had nightmares, panic attacks, or felt depressed. I cried when I read his story, and to know that my songs moved him toward hope … I was humbled, heartbroken, and overjoyed all at the same time. That was the biggest compliment anyone could ever give me, especially as I am a domestic abuse survivor myself. It motivated me to work harder every single day to expose more and more people to my music, in hopes that my songs would continue to propagate good in this oftentimes dark world.

What keeps you up at night, what worries you?

All the things I have to do tomorrow! I have dreams about forgetting to make important phone calls, and sometimes wake up in the wee hours of the night contemplating my next email campaign.

In one word, what's the key to success?

Love – You’ve got to love what you do, hold onto it, and make it lovable to other people too.

Where you see yourself and your business in 10 years? 20 years?

In 10 years I think I will be recording my eighth album and touring the world with my husband (and possibly a kid or two). In 20 years, I’ll be recording my thirteenth album, and writing my autobiography (edited by Candace Runaas of Runaas Resources – www.runaasresources.com).

If you were conducting this interview, what question would you ask yourself, and what would the answer be?

Where do you want your business to take you eventually?

Actually, I made a deal with God. I said, “God, I don’t need 10 Hummers or a $15,000 dress that barely covers me. All I want is enough money and success that I can live comfortably off my musical career, support my Mom, send my four little sisters (and eventually, kids) through college, buy my Church their own building so that they don’t have to rent anymore, support our friends whenever they need help, and donate to charity as often as possible. That is my dream.”

Thanks for your time Jennifer, we wish you the best of luck!

Find out more about Jennifer’s music, get free MP3’s, and pick up a CD or two all at: Jennifer Grassman’s Offiial Website

Jennifer Grassman "Pretty Girls" Music Video

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