We caught up with the brilliant and insightful Deanna Moseley a few weeks ago and have shared our conversation below.
Hi Deanna , thanks for joining us today. Let’s start with a story that highlights an important way in which your brand diverges from the industry standard.
My studio specializes in teaching all genres private one on one vocal and piano lessons. In reference to my studio, all genres vocal means pop, rock, country, blues, musical theater, jazz. worship etc….everything BUT classical vocal. I joke that I teach the kind of music most people WANT to learn. Students build upon a strong foundation of proper technique, artistry and contemporary styling so they can learn, master and perform the styles of music THEY want to study. Piano students are taught proper technique, note reading, music theory, chord reading, and artistry so they can not only read music but can also read chords, which is an industry requirement for the more popular music like rock, pop and country. I believe that if you can’t do it, you can’t teach it. I have been singing, playing and performing popular styles since the age of 8. You likely have heard a singer at a wedding or maybe a karaoke night, trying to sing a pop or rock song, and it just sounded “classical” and proper. THAT is the product of being 100% classically trained. Classical vocal music is a dying, antiquated art form that is the primary study for music education majors. Teaching contemporary genres requires more than just a music degree – it requires a lifestyle of performing contemporary styles and an all genres focused music degree such as Commercial Music. I’m fortunate to have both and to be in the position to share my knowledge and real-life experience with my students. My college education, extensive pedagogy training, 50-50 training in classical AND contemporary, lifetime of performance experience singing all genres, 13 years in Nashville singing demos, in various bands as the lead singer (presently in a band as the lead singer and keyboardist) enables me to lead by example, by being able to DO what I’m asking my students to do. I teach ages 6-ageless both piano and vocal. Industry piano standard really doesn’t offer an age requirement for piano, however alot of vocal teachers will not teach vocal to anyone under the age of 12 citing possible vocal damage. I believe the younger kids will either be singing or screaming so I teach them to sing. Again, I refer to the life-time experience required for teaching all genres. Since I started singing popular styles at such a young age , I know the art of belting, a style of singing strongly discouraged in classical vocal training. I know what it felt like to navigate puberty as a very active singer, so I’m able to offer my real life experience to my young students.
We have 3 large venue concerts a year for my students for them to perform. We have pro audio and lights, a 5-piece professional band backing the vocal students, a dedicated piano for piano students – just like a real live gig. The concerts are not a pursuit of perfection but more of a training ground for success. The goal is for students to work through nerves, have fun, gain invaluable real life stage experience and most importantly gain confidence that can be applied to other areas of their life. You name it, we’ve probably done it: 8 year olds singing Pat Benatar, an 11 year old playing keyboards with the band, a 15 year old singing and playing piano for herself on “Hey Jude” WITH the band, a 14 year old sing Guns and Roses, a 9 year old singing Adele….. all genres. The 4.5 hour concerts are free family friendly events attended by roughly 300 for each concert. They are a total blast and such an awesome experience for everyone. Lives are being changed one song at a time :)
Deanna , 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 had so many rich experiences with music, performing for an audience of 1 to 72k. Yes, 72k. I started piano lessons at the age of 8 but although I was a professional singer, did not take vocal lessons until I was required to do so in college. I was NOT looking forward to signing classical music, but I did – and I did it well :) Fortunately my major required both classical AND contemporary vocal lessons, vocal pedagogy, and to continue my piano training – of which I had been playing for 9 years. I moved to Nashville the day after I graduated from college to start a signing job. Fast forward 13 years of singing demos, writers nights, singing and playing keyboards in cover bands, and making a living doing so. I always wanted to be an entrepreneur, and being a woman of faith, I asked God for wisdom. So in October of 2004 the Deanna Moseley Music Studio was created. My goal was to have 10 students by January of 2005 – I had 30 and a waiting list. I maintained a healthy balance of teaching and family time and as my sons aged I added more students. I now limit my roster to 60 students and manage a waiting list of at least 18 at all times. I have not had to advertise since 2005. My clientele is strictly word of mouth and google.
Included in piano and/or vocal lessons is anything that the student may need to prepare for a talent show, an audition for a musical, for a band, for American Idol, The Voice, America’s Got Talent, a performance spot at a city festival, to sing the national anthem, a Fox Teen Talent submission, a television interview, a radio interview…..I have prepared students for all of those listed.
I also have state of the art recording equipment and use Logic Pro to record my vocal and piano students anytime they want a professional level product of their latest work. Not only are the recordings a phenomenal educational tool, the student and parents have a priceless treasure they can share with others, refer to gauge progress, to listen for years to come and have for eternity.
Two of my areas of expertise are confidence building & perfectionist destruction. I form very strong mentorship relationships with my students. I have a unique collaborative teaching style of teamwork. My students respect me at all times, but we truly are a team. Alot of my students are perfectionists and they are sooooooo hard on themselves. The pursuit of excellence is a noble goal, but when that pursuit for perfection causes undue stress, tears and frustration, it becomes a hindrance. I coach my students on how to have healthy, reasonable goals while also doing their best. I make learning fun – I teach them to relax and to just not take everything so seriously. There are so many stress contributors, particularly for my middle school and high school students.
Incoming adult students – those over 25…. all share a common theme: shame and embarrassment for doing something for themselves. It’s really astounding. I encourage and put them at ease so they know they are worthy, deserving and completely within their right to pursue their lessons for no other reason than they deserve to do something for themselves. It’s so refreshing to see them open up, high fiving victories, laughing at their mistakes, enjoying themselves and the music they are making. Some will perform in the concerts, some will only record, some won’t do either – it doesn’t matter. Even if nobody else will ever hear it – it’s their gift to themselves.
My studio is strictly a “student focused studio” versus schools that advertise they are “performance based learning” – it is what is says – they train for the next performance. I believe performance based teaching compromises the quality of education. It leaves very little time for working on technique and artistry. I also think it alienates alot of potential music learners because not ALL music students want to perform. I’ve been teaching since 2004 and I can say that about 20% of my students do not ever perform. I am a student focused studio because I work with my students on building a strong foundation of technique, artistry and mastery so that in the event they want to perform in public, they have that strong foundation of which to build upon. Mastery of their craft and confidence in their abilities is more important to me than them looking good on a stage. Stage presence and performance training is only taught if the student wants to perform. I will always be a “student focused” studio. I meet the needs of each individual student – whatever their goal, I partner with them to reach it.
I am most proud of my students. I have had the privilege of working with roughly 1k students since 2004. I have watched them grow personally and musically, in confidence, maturity, and musicianship. I form life long connections with my students – they are my extended family. I’m so thankful for this journey I get to travel with each student, I pour everything I can into each student and they in turn trust me with a little part of them. The support I have from my community, my students past and present, the parents of my students, the relatives of my students, my fellow musicians, my peers, it is all truly overwhelming. I’m humbled to be able to sow into the lives of my students and share my real life experience with them. I’m blessed to do what I do – empowering, encouraging and equipping my students to be the best they can be in music and life.
What do you think helped you build your reputation within your market?
I’m the real deal. I don’t believe in slick marketing, hype or false advertising. I’m just real. I have a very unique skill set and I’m good at what I do. People can see that. I have walked the walk my students are walking. I’m experienced in all genres. I wasn’t just taught how to teach it, I do it. I’ve invested the hard work of learning how to sing and play everything from Boston to Adele. I’ve been doing it my entire life and am actively performing today as the lead singer and keyboardist in a successful cover band. I’m a strong supporter of higher education, I graduated from a prestigious music school, Millikin University, but nothing can replace real life hands on experience. My clients know that I could deliver. If a vocal student needs help belting a note in a Pink song – I can show them how to do it correctly. If a piano student needs to know how to play a part in a song – I can play it. I keep it simple. I do what I do because it’s what I’ve been doing my entire life.
What’s worked well for you in terms of a source for new clients?
Word of mouth and google reviews. I have an excellent reputation so I have an army of promoters. I joke with my students and parents that they are my marketing department and they do a phenomenal job.
Contact Info:
- Website: https://www.dmmusicstudio.com
- Instagram: deannamoseleymusic
- Facebook: Deanna Moseley Music Studio