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

Evan, thanks for taking the time to share your stories with us today Risking taking is a huge part of most people’s story but too often society overlooks those risks and only focuses on where you are today. Can you talk to us about a risk you’ve taken – it could be a big risk or a small one – but walk us through the backstory.

There is famous quote by Nick Vujicic that says, “risk, then, is not just part of life. It is life. The place between your comfort zone and your dream is where life takes place. It’s the high-anxiety zone, but it’s also where you discover who you are.”

I’ve always been driven by a fervent passion for music and a relentless pursuit of helping artists discover their purpose. I had an ear for melodies and an eye for branding. Having spent years immersed in the music scene as a music licensing agent and fervent fan, I felt a growing discontent with the disconnect between talented artists and their ability to effectively communicate their essence to the world. The question that echoed in my mind was simple yet profound: Why do they get out of bed every morning? And WHY should anyone care? It was this question that became the catalyst for my life-altering decision.

The backdrop of this story is set in a small house, where I meticulously sketched out a blueprint for “Why Music.” The aim was clear: to bridge the gap between an artist’s soul-stirring music and the hearts of listeners. My years of personal exploration into the power of purpose-driven stories, coupled with a fascination for psychology and branding, gave birth to a unique approach in the music consultancy landscape.

But the journey was far from smooth. As a novice entrepreneur, I faced a multitude of challenges. From building a client base to establishing credibility, every step was a leap into uncertainty. Financial concerns loomed large, and doubts occasionally nibbled at their resolve. Yet, a deep-seated belief in the transformative potential of “Why Music” kept me moving forward.

The initial days saw me reaching out to local musicians, offering their services in crafting meaningful narratives for their music. The response was mixed but encouraging. Some artists were intrigued by the idea, while others questioned the need for such an unconventional approach. However, it was the skeptics that fueled my determination even more.

As “Why Music” gained its first few clients, including names like My Silent Bravery and Dan Godlin, a snowball effect began. Word-of-mouth recommendations spread like wildfire through the artistic community, and the consultancy started to gain recognition for its ability to transform raw music into resonating stories. This recognition opened doors to collaborations with more established artists like Em Rossi and The Haunt.

As the story unfolds, it becomes evident that the risks I undertook to establish “Why Music” were not just about building a business. It was about connecting with artists on a profound level, helping them unearth their purpose, and transforming their music into an experience. “Why Music’s” story is still being written, with each artist’s journey contributing to the chapters of its growth.

In a world where music often competes for fleeting attention spans, “Why Music” stands as a testament to the power of purpose, storytelling, and a willingness to take the road less traveled. It’s a reminder that risks, when taken with unwavering belief, can yield extraordinary results – not just for a business but for the artists and listeners who find their lives enriched by the harmony of purposeful music.

Evan, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

From a lifelong fascination with the fusion of music and visual media emerged Experience Music Group, a pioneering force in music licensing, artist branding, and digital marketing. Founded by myself and partner Martin Weiner, EMG’s journey began with a fervent passion for the auditory and visual arts, coupled with an unyielding determination to create a unique space within the music industry.

In 2002, the seeds of this innovative venture were sown when Martin and I embarked on a year-long exploration of the music business. Their original plan to establish a record label took an unforeseen turn as industry insiders recommended venturing into music licensing and publishing.

Over the next few years, EMG made its mark by tirelessly advocating for independent artists who owned both their masters and publishing rights. This “one-stop” approach to licensing set them apart, enabling us to secure sync deals for up-and-coming artists. EMG’s trajectory reached a pivotal point in 2008 when we landed a significant license for “Good Times” by Latch Key Kid in a Coca-Cola Super Bowl commercial. This breakthrough solidified our standing in the industry, opening doors to a multitude of licensing opportunities in TV, film, and commercials.

Our diverse portfolio includes placements in popular TV shows like “One Tree Hill,” “The Big C,” “Hawaii Five-0,” “Shameless,” and “Cobra Kai.” EMG’s musical touch has also graced the silver screen in films like “I Love You, Man,” “American Reunion,” and “Playing For Keeps,” among others. Our expertise extends to commercials for major brands including Armor All, Pioneer, American Eagle Outfitters, ESPN, Rogers, Toyota, and Sony.

Experience Music Group’s resilience and adaptability have allowed us to thrive amidst the evolving landscape of the music industry. While competition has intensified, particularly with the rise of streaming platforms, EMG continues to stand out. The agency’s core strength lies in our unique approach to artist development and led Evan to explore the fundamental question: “Why?” Before embarking on any creative journey, Why Music helps artists unearth their purpose, guiding them to craft remarkable and authentic work that resonates deeply.

What truly sets Why Music and Experience Music Group apart is our commitment to cultivating niche audiences and fostering genuine fan bases. In an industry often defined by fleeting trends, both companies remain steadfast in their dedication to helping artists connect with audiences on a profound level. Our journey hasn’t been without its challenges, but the unwavering passion for what we do has propelled us forward. EMG’s humility in navigating the intricacies of the music business has been a guiding principle, allowing us to forge genuine connections with artists, clients, and collaborators.

With a rich history of learning from mistakes, adapting to change, and staying true to our purpose, Experience Music Group has evolved into a beacon of artistic collaboration and brand synergy. As EMG’s journey continues, one thing remains crystal clear: it’s not just about licensing music; it’s about crafting a harmonious experience that transcends boundaries and resonates deeply with both artists and audiences alike.

Let’s talk about resilience next – do you have a story you can share with us?

As Martin and I entered the realm of music licensing, we quickly realized that building relationships with music supervisors was no easy feat, especially for newcomers without any industry connections. The challenge was magnified by our commitment to promoting independent artists, whose music often flew under the radar of mainstream attention. To secure licenses for these artists, we needed to break through the barriers of skepticism and establish ourselves as a trustworthy and reliable partner.

In those early days, the uphill battle led us to a seemingly unconventional strategy: gratis licenses with MTV. The decision to provide music for free in exchange for exposure was a calculated risk, one that aimed to bridge the gap between our aspirations and the reality of the industry. It wasn’t just about gaining visibility; it was about proving ourselves to both the artists we represented and the music supervisors who held the keys to opportunities.

Year after year, Martin and I persisted in this strategy, weathering disappointments and setbacks along the way. The days turned into months, and the months into years. Yet, with each gratis license, a small crack formed in the wall of skepticism. We were inching closer to our breakthrough.

Our relentless dedication to forging connections began to bear fruit. The relationships we nurtured with music supervisors, even through the medium of free licenses, slowly began to gain traction. With each license, we were building a reputation for reliability, quality, and a deep understanding of the art of music placement. It was our way of proving that we were not just another newcomer trying to make a quick buck, but genuine advocates for the artists they represented.

The turning point arrived when our patience and perseverance caught the attention of Paramount. After years of offering their services gratis, Martin and I were finally entrusted with their first paid license for The CW show Summerland. It was a moment of validation, a testament to our resilience and our ability to turn challenges into stepping stones. The license wasn’t just a financial transaction; it symbolized a new chapter in our journey.

Have you ever had to pivot?

In the ever-evolving landscape of the music industry, Experience Music Group faced a pivotal crossroads 10 years into it’s existence. The once-sweet melodies of success were growing faint as the cacophony of competition reverberated through the music licensing space. The changing dynamics demanded not just a response but a transformative pivot, a recalibration of our approach that would redefine our role in the industry.

As the volume of entrants into the music licensing realm grew, Martin Weiner and I found ourselves in uncharted waters. Our new artists, once listened to by music supervisors with attentive ears, now risked drowning in the sea of options. Faced with this challenge, we confronted the reality that standing out required more than just a unique sound; it demanded a deeper connection that resonated beyond the notes.

It was during this period of introspection that a spark of innovation ignited. We realized that the magic of music extended beyond its sonic allure; it was intertwined with the stories and narratives that artists wove into their work. The realization prompted a radical shift in our approach. Rather than solely focusing on the music, we delved into the artist’s journey, their motivations, their inspirations—the “Why” that propelled them.

Embracing this newfound direction, Experience Music Group and Why Music embarked on a journey of discovery, not just into melodies but into the souls of the artists we represented. We began to dig deeper, asking questions that transcended the surface of sound: What did the artist seek to communicate? What emotions did they wish to evoke? What was their unique story that could resonate with audiences?

We weaved these narratives into our pitches to music supervisors. Each submission was no longer just about the music; it was a gateway into the artist’s world, a symphony of emotions and experiences that the supervisors could visualize and connect with. The pivot from being just another provider of music to being the bearer of stories breathed new life into our endeavors.

The impact was profound and swift. Music supervisors, inundated with options, were drawn to the narratives that accompanied the melodies. The stories transformed the experience from a mere transaction to an emotional journey. The authenticity and depth behind each artist’s work left an indelible mark, transcending the usual considerations of tempo and genre.

With this pivot, Experience Music Group’s foothold in the industry strengthened. The crowded market, once a hurdle, became a platform for us to shine. Our unique approach set us apart as more than intermediaries; we became curators of stories, weavers of connections between artists and the visual medium. Each submission carried the weight of the artist’s narrative, enriching the storytelling of TV shows, films, and commercials.
The pivot that began as a necessity became a defining feature of Experience Music Group’s and Why Music’s identity.

The story of this pivot is a testament to the power of adaptation, innovation, and the willingness to embrace change. It’s a reminder that in the face of challenges, a shift in perspective can lead to remarkable transformations. Experience Music Group’s evolution from providers of music to guardians of stories exemplifies how a single pivot can redefine not just a business but an entire industry’s perception of value.

Contact Info:

• Website: http://www.experiencerecords.com/
• Instagram: https://www.instagram.com/experiencemusicgroup/
• Facebook: https://www.facebook.com/ExperienceMusicGroup/
• Linkedin: https://www.linkedin.com/in/evanjstein/
• Twitter: https://twitter.com/ExpMusicGroup
• Youtube: https://www.youtube.com/user/ExperienceRecords
• TikTok: https://www.tiktok.com/@experiencemusicgroup