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 bands 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 took me down the ecommerce route, eventually landing a job at Shopify where I worked for about 5 years and where I 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 musician friends that have had to struggle so much and the issues that artists face in today’s music industries. Too often artists are pigeonholed into limiting identities that have real long-term consequences for mental health (Ryan Adams, 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-efficacity 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 both within and outside of the music business.

To do this we’ll use fundraisers, collaborations with local groups and organizations, as well awareness campaigns to hopefully build a business built as much around social reform as it is around 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.


2 Responses

Leave a Reply

Your email address will not be published. Required fields are marked *

Join The List

Sign up to receive exclusive discounts and special offers