Start with the why

The most common words of advice in marketing nowadays are “start with why?” – essentially asking for the reason your company exists.

As this is our first post I figured it was only fitting to begin with an introduction and why we’re doing what we’re doing.

Back in the mid 2000s I graduated from Concordia University with a BFA in Music. Due to the affordability of Montreal at the time, there were a ton of musicians moving to Montreal and many great bands got their start during this period. I went on to play in bands that opened for acts such as Interpol and Black Rebel Motorcycle Club, and as a solo artist I had my music featured in movies and television shows alongside artists such as Iron and Wine and Santigold. I also discovered I had a flair for technical writing while working for a tech startup in Montreal.

My path led me to e-commerce when I landed a job at Shopify; I worked for about 5 years and learned much of what I know today about marketing music. While I was there, I had the privilege of bringing Laura Escude to Shopify HQ to give her talk “The art of designing a live show”. This experience showed me how I could bring my tech career together with my music career, and was one of the catalysts towards starting my own record label.

The idea for Enabler Records came to me while thinking about my own journey with mental health issues as well as my friends’. Too often today we see that the consequences for unaddressed mental health issues are all too real (Chester Bennington, Chris Cornell, the list goes on). A lot of the problems facing musicians (and people in general), such as addictions, mental health issues, homelessness, and self-efficacy still go under-discussed. It occurred to me that I could fuse everything I learned about marketing, technology and music to try to bring about some positive change.

Through fundraisers, collaborations with groups, and awareness campaigns, we hope to create a label built around raising awareness about the issues that impact us, as well as quality music.

If you ever want to discuss any of this or if you have any ideas or feedback, I’d love to hear from you.


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