Alright – so today we’ve got the honor of introducing you to Aichelle S. White. We think you’ll enjoy our conversation, we’ve shared it below.
Aichelle S., thanks for joining us, excited to have you contributing your stories and insights. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.
The idea for MuSample was born out of a unique blend of innovation, frustration, and a growing sense of responsibility. In 2018, I attended a music hackathon hosted by Capitol Records and Radio 88.9 Milwaukee, and my initial goal was simple—to automate the cumbersome process of sample clearance. As a music administrator, I knew firsthand how time-consuming and confusing that process could be, so I wanted to create something that would make life easier for music creatives.
However, as I began to dive deeper into the world of sample clearance, I realized there was a much bigger issue at hand. I encountered countless music creatives who were eager to pay for everything—studio time, production, promotion—but didn’t fully understand how to generate a financial return on their investment. They weren’t aware of how the business side of music worked, and it became clear that this lack of understanding was a major barrier to their success.
This was a turning point for me. I resisted the idea of becoming a teacher, despite coming from a long line of educators. It wasn’t something I had envisioned for myself. Yet, I couldn’t ignore the fact that these artists were being drawn into the glitz and glamour of the industry without fully grasping the importance of owning and protecting their intellectual property. As someone who’s been through the struggles of navigating the music industry as a singer-songwriter, I knew I had something valuable to offer.
MuSample evolved into more than just a tool for sample clearance; it became a platform designed to empower music creatives with the knowledge they needed to thrive. I believe that when artists understand how they spend and make money, what their labels and managers are doing, and how to leverage their careers, they become more responsible for their creative outputs. Ownership of intellectual property and financial literacy are key to long-term success, and I’m passionate about helping music creatives grasp that.
This journey has been both challenging and exciting, but I’m driven by the belief that by educating and supporting artists, we can reshape the music industry for the better. That’s the vision behind MuSample, and it’s what keeps me motivated to continue this work.
Aichelle S., before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
I’ve always had a deep passion for music, and that passion has driven me to explore various facets of the industry. With a degree in Music Administration, I’ve had the opportunity to work on impactful projects, including composing the score for the critically acclaimed documentary “Growing Up Milwaukee,” which is currently streaming on HBO Max. My work is deeply connected to storytelling, and through music, I aim to convey powerful narratives that resonate with audiences. As the founder of MuSample, I’ve created a platform to empower music creatives, offering them the tools and knowledge they need to thrive in an industry that can often be difficult to navigate.
In addition to my work with MuSample, I’ve been actively involved in curating live music experiences through the MKE Live Groove Edition concert series, most recently hosting a two-hour concert at Summerfest 2024. I’m committed to supporting independent artists and advocating for their growth and success. My induction into the Recording Academy Class of 2024 reflects my dedication to the music industry at large. Ultimately, my goal is to transform the financial dynamics within the industry, ensuring that music creatives are equipped to understand the business, protect their intellectual property, and secure a return on their investments.
MuSample offers a range of products and services designed to empower music creatives throughout their careers. At its core, MuSample provides a comprehensive career management platform that simplifies tasks such as catalog management, royalty tracking, and contract organization. The platform also offers access to courses, tutorials, and industry updates, ensuring that artists stay informed about the latest trends and developments in the music business.
Additionally, MuSample facilitates networking and collaboration opportunities, helping artists connect with peers and industry professionals. The platform also provides personalized advice, mentorship, and development plans tailored to each artist’s specific needs. We also curate secure gig opportunities, allowing creatives to focus on their artistry while ensuring they are properly compensated for their work. By combining education, tools, and resources, MuSample equips music creatives to take control of their careers and make informed decisions.
What sets me apart is my unique blend of experience as both a music creator and a music administrator. As a musician and singer-songwriter, I’ve walked the same path as the artists I work with, so I truly understand the challenges they face. My approach is deeply personal—I’m not just offering tools or advice; I’m offering insights based on real-world experiences. Through MuSample, I’ve created a platform that not only simplifies the business side of music but also empowers creatives with the knowledge to own their careers and maximize their financial return.
The main things I want potential clients to know are that I’m deeply committed to advocacy, education, and empowerment. My work is all about helping music creatives understand the business of music so they can thrive artistically and financially. I believe in leveling the playing field and giving artists the tools to make informed decisions and navigate the industry with confidence. Whether it’s through MuSample, live events, or educational content, my mission is to support and uplift music creatives every step of the way.
What’s a lesson you had to unlearn and what’s the backstory?
One of the biggest lessons I had to unlearn was the phrase I often heard growing up: “Never let them see you sweat.” For the longest time, I thought this meant that I had to always appear strong, unaffected, and invulnerable. To me, it translated to never showing hurt, never crying, and almost hiding the fact that I was human. It created this idea that vulnerability was a weakness, and to succeed, I had to mask my emotions, especially in difficult situations.
However, as I grew older and navigated the ups and downs of life and my career, I realized that this mindset wasn’t sustainable. It wasn’t just about projecting strength—it was about denying myself the space to feel, heal, and grow. I learned that vulnerability isn’t a weakness; it’s a source of strength. Being open about my struggles, showing my humanity, and letting others see the real me has not only deepened my connections but also allowed me to lead with authenticity. It’s a lesson I had to unlearn, and doing so has made me a better person, musician, and professional.
What do you think helped you build your reputation within your market?
What has truly helped me build my reputation within the Milwaukee music scene is my commitment to transparency, integrity, and a genuine love for the craft. As a music administrator, I believe that clear communication and honesty are essential when working with creatives who entrust me with their careers. I make it a priority to ensure that every artist I work with fully understands the business side of their music, from contracts to royalties, so there’s no confusion or uncertainty. This transparency not only builds trust but also empowers artists to take control of their careers.
Beyond that, I operate with a deep sense of integrity. I advocate for artists’ best interests and work tirelessly to ensure they are fairly compensated and protected in all their endeavors. At the heart of everything I do is love—love for music, creativity, and the artists themselves. This passion fuels my dedication to helping music creatives succeed, and it’s what sets me apart in an industry that can sometimes overlook the human element in the pursuit of success.
Contact Info:
- Website: https://www.musample.com/
- Instagram: https://www.instagram.com/musample_/?hl=en
- Facebook: https://www.facebook.com/AichelleWhite/
- Linkedin: https://www.linkedin.com/in/aichellewhite/