We’re excited to introduce you to the always interesting and insightful Laura Mercado-Wright. We hope you’ll enjoy our conversation with Laura below.

Laura, looking forward to hearing all of your stories today. What’s the backstory behind how you came up with the idea for your business?

I studied classical singing in college at the University of North Texas, and even though I loved singing opera, I was also intrigued and inspired by the world-renowned jazz program just down the hall. When I was a sophomore, I auditioned for a vocal jazz Christmas caroling group, and fell in love with the skillful singers, the intricate harmonies and the sultry vocal style. I spent several years singing with them, and I was amazed by how much the audiences engaged with our performances, sought us out year after year, hired us for their holiday parties, and made reservations at the restaurants where we performed for their family Christmas dinners. It was obvious that we were making the holidays special for everyone who heard us, because we offered a special musical experience. I knew I wanted to build something like that someday.

When I moved back to Austin in 2011, I saw an opportunity to create a Christmas caroling company that was different than what people usually think of, from the style of the song arrangements to the whole aesthetic of the company. In 2015, a friend of mine from that college vocal jazz group named Trevor Shaw agreed to write the music, and Tinsel was born! We knew that we could provide our clients with a sophisticated musical experience for their holiday events and gatherings that would leave an unforgettable impression. When four voices lock together in perfect harmony, right in front of you, with no auto-tuning, no light show, nothing but their raw talent and honed skill, there is nothing like it in the world! Combined with the nostalgia of hearing your favorite holiday songs and carols in a fresh and satisfying way, we knew we had something unique to offer.

There are several things that set Tinsel apart from other caroling companies: Our roster is made up of some of the finest trained singers in Austin, and we rehearse diligently every season. Our aesthetic is sleek and sophisticated, echoing the style of the mid-20th century; we dress in black and silver cocktail attire, complete with swing skirts and crinoline. Our song arrangements are completely original and deeply rooted in the American vocal jazz tradition, which definitely sets us apart. I often say that hiring Tinsel is like driving a luxury car; it’s not that a standard car doesn’t get you where you need to go, it’s that a luxury car offers you every refined detail you never knew you wanted but fully appreciate when you experience it, and leaves you wanting that refinement again and again.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers

I have been a singer my whole life, and I knew I wanted to sing for a living from the time I was a little girl. That dream manifested in a Bachelor of Music degree in Vocal Performance, and a Master of Music degree in Opera Performance, and has grown into a diverse performing career in multiple genres, including opera, musical theater, professional choirs, chamber music, and vocal jazz. One of the main challenges of being a freelance performing artist is finding your next job. I started my company, Tinsel, in large part to provide myself and my fellow singers employment. I take great pride in the fact that Tinsel pays its singers a better hourly rate than any other singing group in town, and because of that, we have built a roster of loyal, committed professional singers who feel valued and supported, and really enjoy singing together. All of this contributes to Tinsel presenting truly refined, genuinely energized performances of our audience’s favorite holiday songs and carols. In short, we have taken Christmas caroling to the next level in ever way – musically and aesthetically.

We not only entertain at private and corporate parties, shopping centers, holiday festivals and formal concerts, we also introduced singing holiday cards in 2020, called Tinselgrams. Born of the necessary separation brought on by the pandemic, we recorded videos of over 20 of our songs, and made them available to order on our website. Tinselgrams can be personalized with a written or video greeting, and we deliver them to your recipients via email. We are proud to offer a completely paper-free holiday card for friends and family that is charming and unique.

I hope more people discover Tinsel, and get the chance to share in the magic of four voices locked in perfect harmony.

Do you have any insights you can share related to maintaining high team morale?

I have the great privilege and challenge of working with singers, who’s artistic temperaments are a mix of healthy ego, insecurity, courage, and perfectionism. Perhaps more than in other industries, performing artists are encouraged to access and express their emotions as part of their job, and their work requires immense vulnerability on a daily basis, so company meetings are always spirited, and managing interpersonal relationships with 20+ singers is sometimes overwhelming.

My advice to anyone dealing with a team of individuals is to always seek to understand what lies behind someone’s problematic behavior. For example. if a singer is impatient and snippy with their colleagues, that can be demoralizing and have a negative impact on their performance. Rather than reprimanding that person, I try to ask what has prompted their acting out, what else is going on in their lives, what needs are not being met. It is still every individual’s job to control themselves and take responsibility for their actions, but I find it most effective if that accountability is combined with real listening on my part. My goal is to always lead with compassion, patience, and my own vulnerability. When people feel safe and heard, most problems can be worked out gently and will leave a team feeling more connected, rather than fractured and resentful.

Can you tell us about what’s worked well for you in terms of growing your clientele?

I have no formal business education, so I basically run on instincts, and something I knew from the beginning was that there is no substitute for hearing Tinsel live. When it comes to growing our list of clients, our most effective strategy is for them to experience a Tinsel performance in person. We encourage potential clients to come hear us live, because it’s difficult to quantify and describe what makes our group exceptional; our singers have beautiful voices, we sing in tune, our song arrangements are fun and original, we enjoy singing together… that is all true, but experiencing it live is the best and easiest way to convince a client that Tinsel is truly special. Just as in any genre of music, there’s always an undefinable quality that makes you fall in love with a particular band or artist, and you absolutely know it when you see it.

Contact Info:

• Website: www.tinselsingers.com
• Instagram: @tinselsingers
• Facebook: @tinselsingers
• Youtube: Tinsel Singers

Image Credits
Jessica Gardner Luke Jacobs, Perfecto Creative