Alright – so today we’ve got the honor of introducing you to Matt Ackerman. We think you’ll enjoy our conversation, we’ve shared it below.

Matt, appreciate you joining us today. Earning a full time living from one’s creative career can be incredibly difficult. Have you been able to do so and if so, can you share some of the key parts of your journey and any important advice or lessons that might help creatives who haven’t been able to yet?

I would say my journey has been a work in progress. Initially, I focused on the service and repair side of the business, which aligned well with public demand—there’s always a need for guitar repairs. This provided a steady stream of work and allowed me to build my reputation. Within a year or two, I was able to establish a full-time income that contributed to my household.

However, I experienced a significant pivot when I ventured into building instruments. That’s where I discovered my creative passion. But transitioning to launching a new brand is quite different from repairing existing instruments. I quickly realized that there wasn’t enough revenue from repairs to both support my family and finance the development of a new product line.

This led me to reassess my model. I decided it was time to take a step back and return to a day job, treating my growing business as a side hustle. This way, I could maintain financial stability while working toward the demand needed to eventually make my passion my full-time pursuit again.

Matt, 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 been a guitarist and handled most of the work on my instruments myself. In my early years, I never considered starting my own business; I followed a conventional path—college, an office job, marriage, and the typical family setup. For the most part, life was good.

However, during the pandemic, I faced a turning point. I was working in COVID communications for a healthcare agency, managing remote work from my kitchen while juggling parenting and schooling. It was overwhelming. I realized that if I had to work in isolation, I wanted it to be doing something that truly satisfied me. That’s when I launched my repair business as a side hustle in 2021. By 2022, I analyzed the numbers and recognized the potential for growth, but it required a full commitment. So, I made the leap and quit my job.

What I’m most proud of is rebuilding a version of myself that my kids can look up to. My father worked incredibly hard, and I have great respect for him, but I don’t have any memories of him happy or content. Maybe that’s just generational, but I want to show my kids what it means to work hard and also let them see the ups and downs of that journey – and the satisfaction that comes with that journey. When my 16-year-old struggles with something, I can relate to her by sharing my own challenges and strategies for navigating them. It’s about working through problems together. Leading, coaching, and mentoring – rather than traditional parenting.

From a customer perspective, I offer a tailored, consultative process that’s quite rare in the industry. Many of my new repair customers come to me feeling unheard or frustrated with previous experiences where they were just sold a service. Typically, they would drop off their guitar and hope for the best, only to find that it still wasn’t quite right. I prioritize listening to my customers, understanding their concerns, and tailoring my work to meet their expectations—not just following a checklist.

I apply the same philosophy to my custom builds. Each instrument is unique—no brand copies, only EGW designs. When a customer orders a guitar, we schedule a Zoom call to discuss every detail of the build, from wood grain to tuners. These guitars are built specifically for them.

What do you think is the goal or mission that drives your creative journey?

At the core of my journey, I’ve always felt a strong desire to challenge the notion that we need to be cogs in a corporate wheel to be considered successful. For too long, society has defined success in terms of wealth and status—often equating it with making seven or eight figures. I believe there’s a much richer, more fulfilling definition of success.

My mission is to demonstrate that it’s entirely possible to build a life and a career around what brings us genuine joy. I want to show that we can pursue our passions, serve our communities, and still find a deep sense of fulfillment without chasing the conventional markers of success. For me, this means creating instruments that inspire musicians and foster connection through music.

Success, in my view, is about doing meaningful work that resonates with both me and the people I serve. It’s about finding joy in the process, whether that’s through building relationships with customers or crafting a unique instrument that reflects a musician’s vision. Each day, I strive to create a positive impact, not just for my clients but also within the community around me.

Moreover, I want to rest easy at night knowing that my work contributes to something greater than myself. I aim to create a legacy that my children can look up to, one that teaches them the value of passion, community service, and integrity over mere financial gain. In a world that often pushes us toward superficial goals, I believe it’s essential to embrace what truly matters—doing work that aligns with our values and allows us to make a difference.

Ultimately, I hope to inspire others to find their own paths to joy and fulfillment, encouraging them to prioritize what really matters in life and to recognize that meaningful work can be both rewarding and impactful without adhering to traditional definitions of success.

How did you build your audience on social media?

Partnering with artists who genuinely want to play your instruments is one of the most effective strategies for growing an audience on social media. These collaborations not only enhance your brand’s visibility but also lend credibility. When fans see their favorite musicians using your instruments, it fosters trust and encourages them to engage with your brand.

In addition to partnerships, live streaming repairs and taking the time to talk through the process is incredibly beneficial. This not only demystifies the work you do but also creates a personal connection with your audience. While it’s true that many viewers may never purchase an instrument, they can become powerful brand advocates simply by engaging with your content and sharing it within their networks. Their enthusiasm can amplify your reach in ways that traditional marketing can’t.

Showcasing interesting repair cases and diving into the details of your craftsmanship can captivate your audience. People have a deep appreciation for fine craftsmanship and the stories behind each piece. By sharing high-quality visuals and narratives about the unique challenges and solutions involved in your work, you invite your audience into your creative world, making them feel like part of the journey.

Moreover, discussing your losses and setbacks is equally important. Transparency about challenges can humanize your brand and create a sense of authenticity. It shows that the path to success is not always smooth, and it encourages others to embrace their own struggles. Sharing these experiences can foster a community of support and resilience, drawing followers who appreciate honesty and the lessons learned from adversity.

Ultimately, by combining these strategies—collaborating with artists, engaging in live interactions, showcasing craftsmanship, and being open about challenges—you can cultivate a loyal and engaged audience on social media. This approach not only elevates your brand but also creates meaningful connections that extend beyond transactions, establishing a community around shared passions and experiences.

Contact Info:

• Website: https://www.EGWGuitars.com
• Instagram: https://www.instagram.com/egwguitars/
• Facebook: https://www.facebook.com/EGWguitars/
• Linkedin: https://www.linkedin.com/company/egwguitars
• Twitter: https://x.com/egwguitars
• Youtube: https://www.youtube.com/@EGWguitars

Image Credits

The two photos of me on stage are credited to Jeff Tibeau.