Do you know what your brand message is? Do you know what difference you’re out to make in the world with your music?
That’s what we’re going to be looking at in this episode of The New Music Industry Podcast.
Download the PDF Transcription
Podcast Highlights:
00:25 – Tara Divina's awakening
02:48 – Why Tara found the career path stifling
03:30 – What does "meaning" mean to Tara?
05:08 – Rediscovering your identity as an artist
08:17 – How to scale a successful business
11:03 – What is core message marketing?
14:40 – Exercise to discover your core message
17:44 – Examples of core brand messages
19:44 – Turning your life and business into a work of art
21:03 – Branding sounds like a lot of work...
23:00 – Tapping into creative inspiration
28:30 – Why is beauty so important?
30:45 – How do artists monetize their work effectively?
34:36 – What's the last YouTube video Tara watched?
35:03 – What is Tara's daily routine like?
35:44 – What is the greatest challenge Tara has overcome?
36:00 – What is the greatest victory Tara has experienced?
36:41 – Tara's recommended books
39:01 – Tara's final thoughts
Resources Mentioned in This Episode:
Tara Divina
Big Magic by Elizabeth Gilbert
Attached by Amir Levine and Rachel S. F. Heller
Healing Back Pain by Dr. John E. Sarno
257 – Living Pain-Free in Music & Life
Knockout Originals
PDF Vault
Transcription:
David Andrew Wiebe: Today I'm passing the mic with Tara Divina. How are you today, Tara?
Tara Divina: I'm doing great.
David Andrew Wiebe: I understand that you became an intern at London-Sire Records in New York City at 20 years old. Then you joined the executive team at Warner Music Group overseeing the independent music arm, specifically in digital sales and marketing. But then you realized you're made for something else. What happened?
Tara Divina: Well, what happened was that I had sort of a rocket ship to the moon type career in the music industry. And I had originally gotten into the business because at the end of my university degree in business, I thought to myself, "What am I going to do next?" And the answer, unlike most of my peers, was not become a product manager at Pepsi Cola, or an accountant at KPMG. That for the going, typical career flow was and so I thought to myself, well, I love music. I love being a musician, perhaps entering the industry will bring me closer to these things. And over time, what I discovered was that being in the industry, took me much further from these things, and from my creative impulses. And so, being a very creative spirit, I began to get progressively more and more depressed and disillusioned, even though on paper, I had everything that anyone would ever want, you know, wonderful, prestigious career, lots of abundance financially, lots of engagement with things. It just didn't add up for me. And I hit a breaking point where I was starting to decline and then went to Burning Man, I was invited to Burning Man, a little festival in the desert that at the time, not everyone had heard of. And I went out there and I met all these people who were really pursuing their creative dreams, and up to things, doing things that really meant a lot to them. And, you know, things that were overly ambitious and projects that are now defunct, but they were really caring about what they did for a living and spending their time pursuing that, which was their core purpose. And so with that, I bodly quit my career, walked out of the office no plans. And voila.
David Andrew Wiebe: So I think it's not too unusual a story that people go down the career path and then find it stifling. Of course, many people find it difficult to then make the leap to something creative. So what was it about being in a career that just wasn't working for you?
Tara Divina: The monotony, the repetition, and the lack of meaning, like, I was never sure if I was helping anyone.
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