We were lucky to catch up with Brandon Doherty recently and have shared our conversation below.

Hi Brandon, thanks for joining us today. Risk taking is something we’re really interested in and we’d love to hear the story of a risk you’ve taken.

Taking the risk to build DORTI was easily one of the biggest leaps of faith I have ever taken. At the time, I was working a solid job in real estate as a leasing manager. It was stable, reliable, and the kind of job many people would be grateful to have. But every morning I sat at that desk, I felt pulled toward something else. I couldn’t stop thinking about entrepreneurship, music, art, and the possibility of building something that actually meant something to me.

That was the beginning of DORTI. I pitched the idea to my brother, and he agreed to join me in building it. At first, it was a simple concept: a guitar-themed clothing brand created to support musicians through statement pieces and identity-driven apparel. But when I made the decision to leave my job and pursue it, I had no reliable proof that it would succeed. I did not have a detailed business plan, a dependable source of income, or much entrepreneurial experience at all. What I had was a strong belief that I needed to take the chance.

And the truth is, it was not an overnight success. Not even close. The idea struggled to gain traction in the beginning. People did not immediately connect with it, and some of our first designs received a lot of negative feedback. There were many moments when I seriously questioned what I had done. I wondered if this was the worst idea I had ever had, and whether I had made a huge mistake leaving my job. I even found myself thinking about whether I could somehow get that old life back.

But deep down, I knew something even more frightening than failure: the idea of never trying. Every day I woke up with the feeling that if I stopped now, I would be choosing the life I had before forever. I would never change, never grow, and never build anything meaningful for myself. That thought kept me going. Even through the panic, the uncertainty, and the pressure, I kept moving forward.

Looking back, it was an incredible risk. There were days of waking up in constant fear, with no real safety net and no guarantee that any of it would work. In many ways, those feelings are still part of entrepreneurship. But I can say with certainty that the trials, setbacks, and responsibility shaped me. They forced me to become stronger, more resilient, and far more capable than I was when I first started. They gave me a skill set in entrepreneurship that I simply did not have before, and they taught me not to be afraid of leaving everything behind to start something new.

What finally started bringing everything together was the creation of DORTI Presents, which really only began to take shape a few months ago. DORTI Presents is our live music curation arm, and it gave the brand a whole new level of purpose. It allowed us to connect with the community directly and be present in music in a real way, not just through slogans on shirts, but through actual experiences. We began spotlighting artists, curating talent, and entertaining audiences. That was the moment things started to click. What began as a simple clothing idea grew into something much bigger—a brand rooted in artist spotlighting, counter-culture clothing, and live music.

When I look at my life now, I honestly cannot believe I was ever capable of putting on even a single show, let alone working on multiple shows each month with incredible artists in beautiful venues. There was a time when all of this felt completely out of reach, and now it has become my reality. I truly love what I do, and that is something I never could have said before. That statement alone makes every setback, every anxious morning, and every difficult step along the way feel worth it.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your background and context?

I’m the co-founder of DORTI, a music-driven brand built around creativity, identity, and live culture. My background was not originally in fashion or event production in the traditional sense. I came from a more conventional professional world, but I always found myself pulled toward music, art, and the idea of building something meaningful from the ground up. That pull eventually became impossible to ignore, and what started as a risk turned into the foundation of everything I do now.

DORTI first began as a clothing brand centered around supporting musicians. The idea was to create statement-driven pieces that felt connected to guitar culture, counter-culture, and the identity of people who live and breathe music. Over time, the brand evolved into something much larger. Today, DORTI exists across multiple lanes: apparel, creative direction, artist-centered storytelling, and live music experiences through DORTI Presents, our live music curation arm. Through DORTI Presents, we curate and produce shows that spotlight rising artists, bring together real music fans, and create memorable experiences in standout venues across Los Angeles.

What we really provide is more than just a product or a show. We create culture-driven experiences and brand expression for people who deeply connect with music. On the product side, we create pieces that let musicians and fans wear something that feels like a statement about who they are. On the live side, we create opportunities for artists to be seen, audiences to discover new talent, and venues to host thoughtfully curated nights that feel authentic and exciting. In both cases, the deeper problem we are solving is a lack of meaning and authenticity. A lot of brands feel generic, and a lot of live music spaces can feel disposable or uninspired. DORTI is built to push against that.

What sets us apart is that we are not approaching music culture from the outside looking in. We are in it. We care deeply about artistry, presentation, atmosphere, and community. We are not interested in building something polished but empty. We want DORTI to feel alive, grounded, and genuinely connected to the people it serves. Whether it is a shirt, a flyer, a showcase lineup, or an event concept, everything is meant to carry a point of view. We care about real musicians, real fans, strong visuals, and creating something with soul. Something I personally believe we may be losing.

What I am most proud of is how far the brand has come from such uncertain beginnings. DORTI was built without a clear roadmap, and there were many moments where it could have easily fallen apart. My brother and I both have thought this could be the end multiple times. Early on, there was struggle, doubt, and a lot of trial and error. To now be in a position where we are putting on multiple shows, working with incredible artists, building relationships with great venues, and continuing to grow the brand is something I do not take lightly. I am also proud that DORTI has become something more than an idea. It has become a platform—one that supports artists, creates opportunities, and gives people something they can connect to.

The main thing I want potential clients, followers, fans, and collaborators to know is that DORTI was built on top of a mountain of failure. Even today we continue to learn, to grow, and to fail. Everyone should know that is it not your wins that bring success but your failures. Each one will teach you a valuable lesson and each one will test how far you are willing to go but I promise if you continue there is salvation and your hard work does in fact pay off. At its core, DORTI is about bold expression, real artistry, and building something that people can feel a part of. Especially in an age of AI where artistry feels evermore overlooked in society it is crucial that we cultivate communities in which the true talents of humans are celebrated.

Any insights you can share with us about how you built up your social media presence?

Our social media growth over the past year has been explosive, growing from 3,000 followers to nearly 135,000 in just one year. The primary driver behind that growth has been our animated mascot, Jimi Skull. Jimi Skull is a character we created to embody the symbolism of the brand and give people something they could not only relate to, but also admire. His face sits at the center of our logo and has become one of the most recognizable parts of DORTI.

The character truly came to life when my brother, Kaidon Doherty, took what began as a simple idea to help sell shirts and transformed it into a fully immersive world that our audience could engage with. Over time, Jimi Skull developed a fanbase of his own, with followers creating fan art, requesting songs for him to play, and asking for products featuring his image. It has been incredible to watch a character we created grow into something people genuinely connect with.

That said, there is one core principle behind social media growth that cannot be ignored: consistency. Without consistency, nothing grows. When you show up consistently over time, you naturally begin to learn from your posts and videos—what resonates, what falls flat, and what needs refining. Then you improve, post again, and keep building.

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

I used to think that being “annoying” in business had absolutely no upside and would only cost you clients, damage relationships, and hurt opportunities. I was completely wrong. In many cases, persistence—the kind that almost feels annoying—is one of the most necessary traits you can have if you want to succeed.

Here’s what I mean: you reach out to an institution or a brand about working together on a project. Sometimes they respond, sometimes they do not. And when they say no, most people assume the respectful thing to do is accept it and move on. Do not be annoying, right? Wrong. Give it some time, then come back. Try again. And if they say no again, follow up a few weeks later.

That kind of persistent follow-up has been a major reason we have been successful with the event side of DORTI. Countless times, venues have told us they would not host one of our shows. But almost every time, I waited and reached out again. They would say no, and I would come back later. Then another no, and I would try again a month later. At times, it felt like the kind of persistence that would make even me want to punch myself if I were on the receiving end.

But eventually, something changes. A date opens up. A scheduling issue happens on their end. A slot appears unexpectedly, and suddenly they need exactly what you have to offer. And because you stayed present, because you kept following up, you are the person they think of in that moment. That is when your foot gets in the door.

If I had not been such a persistent nuisance, I would have missed out on many of the opportunities that helped build DORTI Presents. This exact scenario has happened more times than I can count. And ironically, many of the venues that once kept telling me no have now become some of our strongest relationships.

Contact Info:

• Website: https://dorti.co/
• Instagram: https://www.instagram.com/dorti.co/
• Youtube: https://www.youtube.com/@dorti_official
• Other: https://www.instagram.com/dortipresents/

  https://discord.gg/HYtzAkuqya

Image Credits

Event Photographer: Erica’s Lens
https://www.ericaslens.com/