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

Hi Matt, thanks for joining us today. We’d love to hear about a project that you’ve worked on that’s meant a lot to you.

The most meaningful project I’ve worked on is developing an Artist Advocacy network.

I’ve spent years in the music industry witnessing its ongoing development. I feel like many have been swept up in our discombobulated music ‘business.’ I’ve seen countless artists get burnt out and quit because of the ‘gate-keeping’ attitude that surrounds the ‘music business’ (between radius clauses, artists not sharing their quality venues, and festivals not communicating line-ups before making it public) and all the “have to dos” to get into quality, well-paying festivals and venues. Plus, they’re overwhelmed by all the phone time, computer time, graphic design advertisements, and daily hustle involved in hustling to make a living. Likewise, local artists and many listeners are tired of events where the music is drown out by the noise of a bar crowd.

All of that is driving us further into isolation– staying home to play or listen to records, rather than driving us deeper into community. I believe this has to change for everyone’s wellbeing and to continue to inspire more high quality songwriting.

I’m tired of doing what I’m “supposed to do” to try to “tour” or be heard on the radio. Similarly, all too often, I find it difficult to be working with management/publishers/or “people’s people.” I’m after authenticity, originality, and storytelling. I’m about artists being able to make a living by doing what they love. I’ve already proved myself with over two decades of sold-out listening rooms and house concerts (in multiple states) because this model of music meets a real community need. We already have a working model of this in Canada and rare pockets of America, so help me build this out here in the states.

My intention is to create a culture in which ALL of us can come together to represent a little different way of doing things. My roots and gifts are COMMUNITY. Let’s work together to show big money, upper crust management, and digital streaming platforms how much better authentic community treats us. Artists, venues, and listeners can all thrive when we come together at a grassroots level and strive to keep ego and selfishness out of the picture.

My goal is to be an artist advocate. I genuinely care about the artist experience, listener engagement, and venue atmosphere. And I’ve found venue hosts who also have a heart for the song.

I’ve developed an artist directory and venue directory of people and organizations who have bought into this counter-cultural vision. Together, we’re developing a network centered around song circles, listening rooms, and block booking (aka songwriting, authentic listener engagement, and the ability to earn a living while not getting burnt out).

I hold no exclusive rights if the artist lets me book/represent them. I am most passionate about helping supplement existing tours by booking a leg through South Dakota. I’m eager to help facilitate a variety of event types including listening room concerts, educational classes, children’s concerts, and fundraisers/community events.

I’m still in the early stages of its development but its definitely what I’m most passionate about. I’ve spent 25+ years on the road across the states building relationships and 15+ years on staff at the Kerrville Folk Festival in Texas (an annual 18 day singer-songwriter festival that is world-renown for its staff and new folk songwriter contest). Plus, I founded and co-organize the Montrose Music Festival, which is in its fifth year. All of this has been building up to this Artist Advocacy vision. I believe it can revitalize both artists and our communities.

Matt, 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?

I wear a variety of hats:
1. INDUSTRY NETWORKER: I’ve spent 25+ years on the road building relationships and 15+ years on staff at the Kerrville Folk Festival in Texas (an annual 18 day singer-songwriter festival, world renown for its staff and the new folk songwriter contest). Plus, I’ve worked a variety of other festivals throughout the years in addition to touring across the country. These relationships have enabled me to understand the heart and drive behind the singer-songwriter community. These friends have done a bunch of favors for me over the years by stopping in my hometown to fill in gap dates and travelling out of their way to come to the Montrose Music Festival.
2. LISTENING ROOM & HOUSE CONCERT ORGANIZER: I care deeply about creating an atmosphere that is conducive to these two styles of events with everything from stage presentation, room atmosphere, making audience expectations clear, and highlighting the songwriters’ lyrics and musical talents. I’ve seen how creating the right atmosphere builds relationships between listeners and the artists and drives high merchandise sells. Not only have I hosted such events across the country but I also teach others how to do the same.
3. FESTIVAL FOUNDER: The Montrose Music Festival is in its fifth year this year. I was motivated to found this festival in my hometown small town for two key reasons. First, I have seen small town America falling apart (losing their grocery stores, gas stations, and swimming pools) and wanted to help drive customer business and community back to small towns (coming to get dinner at the local cafe, filling up with a tank of gas, or getting groceries from a local farmer’s market). Second, it’s been an environment for me to experiment and implement with the ideas I have around my Artist Advocacy business plan. (www.montrosemusicfestival.org/about-our-network)
4. SINGER-SONGWRITER: I’ve released two records. The first one was a double disk with a songwriting friend. The second is a self-titled album which is available on streaming platforms. I’ve been fortunate enough to have my songs covered by a variety of artists including Jonathan Byrd, The Steep Canyon Rangers, and Woody Platt. While I’ve had the opportunity to get signed by record companies or join tours, I’ve mostly turned them down because I’m not after self-promotion of my own music. My focus has always been promoting community and building relationships to further flesh out my Artist Advocacy business plan dream.
5. CREATIVE CONTRACTOR: My work as a creative contractor is the main way I traditionally make a living. In my older age, I’m a lot more selective about what work I take. My favorite projects are when I get to be creative in tile/mosaic work, remodels, furniture building, etc. While I’m more than capable of other projects like landscaping, fences, ramps, decks, etc… it doesn’t allow me the creative outlet that I need to thrive. Moving forward, I hope to combine my touring with my creative contracting. For example, I’d love to build a stone retaining wall for my songwriter friend out in North Carolina and book a mini tour of listening rooms and house concerts on my way to and from South Dakota.

How I got in:
In the 90s, my band travelled to South Padre Island, TX to play shows during Spring break. We ended up living there and I needed to make a living. My midwestern work ethic made me stand out down there. I got into house sitting quality beach houses that needed upkeep and creative design. Gradually, I started applying that across the country in my travels. For example, the owners of the vacation properties/beach houses in South Padre Island appreciated my work so much that they invited me to their other homes across the country to do similar work. Eventually, I had work across the country with a network of people who were willing to save their work until I could travel to see them. Plus, I typically had enough of a network that I was able to stay busy in one community for an extended period of time to experience the blessings and pitfalls of that unique community.

Problems I solve:
1. My motto is on-time, see it, do it. When someone needs something, I’m at their door and I’m doing it. All too often, it’s hard to find reliable help these days.
2. Music-wise, I’m trying to solve wasted windshield time on the road between gigs when I see how festival and community organizers could help them fill in those gap dates. A great example of this block booking philosophy is “The Road to Montrose” part of the Montrose Music Festival where we try and help artists from across the states book out shows along their way to and from South Dakota.
3. Advertising and promotion help. In addition to a generic festival poster, we’ve been creating individual ads for our festival artists or listening room/house concert shows so that we take that graphic design burden off the artist’s plate. Then, we can partner together with the artist to use our social media, website, and networking presence to build awareness.

What sets us apart:
1. The MISSION of the Montrose Music Festival is to use music to draw attention to high-quality, independent singer-songwriters and create a different version of community where artists and listeners feel at home. Most likely, you won’t have heard the artists on the line-up on the radio.
2. The VISION of our festival is to draw attention to small town America (which is falling apart and losing their grocery stores, gas stations, and swimming pools) by drawing customer business and community back in. For example, leave your big town and go to a farmer’s market or come get dinner, fresh eggs/local groceries, and a tank of gas in a small town.
3. The HEART of our festival is community. The vast majority of our festival activities are free and EVERY ONE is encouraged to participate. The weekend is centered around 8+ song circles spread out across our festival campground. Plus, we encourage more song circles to pop up spontaneously. Each song circle has a circle of seats. If there’s an empty spot, sit down and play. There’s only two simple rules: one song at a time and clock-wise. These song circles go pretty much all day (~10am-3am). Our national acts play right alongside those who show up on their own accord. Artists of all skill levels are encouraged to play. All song circles are acoustic.
4. There are LEARNING opportunities embedded in our festival. We have a variety of adult classes and kids activities. For example, we’ve had classes about tuning with multiple capos, songwriting workshops, lead guitar classes, country western two-step dance classes, etc.

Most proud of: That it’s working.
1. We have consistently had 30-50 artists coming to our festival each year. My conversations with other artists have been so life-giving because artists can see how much my vision is taking off their plate and how it enables them to experience community with us. It’s restoring hope to so many of my songwriter friends who have been feeling drained or given up on touring and the music industry. We even have artists who refuse to be represented by anyone else.
2. Even my local community is finally getting what I’m after and more on board with jumping in to make it happen. This national idea that I have for the future is now working on a small town level.

What we want you to know:
1. We need venues to jump on board to help us flesh out this model. We need more events, listening rooms, and house concerts to help us fill in artists’ gap dates along their tours that are willing to work together.
2. Everyone is welcome to come to the Montrose Music Festival. If you play an acoustic instrument, bring it. We want more closet musicians to come, utilize their giftedness, and be inspired by other songwriters. People of ALL talent levels are more than welcome to fully participate in our song circles. If you’re a listener, come and bring a lawn chair. In addition to song circles, there are a variety of other special events throughout the weekend like artists swapping songs in our hometown cafe (My Place Cafe) while enjoying home cooked food. We also have a variety of planned activities for kids and music classes for teens/adults. For example, a songwriting class, a stage performance class, a peddles & effects class, and a country western two-step dance class. There are also a couple of staged performances.

Have any books or other resources had a big impact on you?

1. Andrew Goldsworthy’s documentary “Rivers and Tides” has heavily influenced everything in my life. After I finish watching it, I can hardly sit still.
2. The Wu-Tang: An American Saga series on Hulu has also been influential. Seeing young kids who are absolutely broke and living in poverty stricken neighborhoods revolutionize their industry has been inspiring.
3. My music philosophy is an extension of my faith. I love listening to sermons by Pastor Bill Waddell out of Fredricksburg Baptist Church in Texas. I keep re-watching his sermon “Make Church a Priority” on YouTube because it emphasizes how church should be about others, not me. In the same way, I think the music business is about others/us, not me. I also chose to root my music business plan around the scripture of Philippians 2:1-7 because it talks about the importance of doing nothing out of selfish ambition or vein conceit and valuing others more than we value ourselves.

Is there mission driving your creative journey?

My personal focus in life is to further God’s kingdom in a way that doesn’t come across as holier than thou. I want to focus on the inclusive nature. I think of it as trying to make church more like Alcoholics Anonymous. The beauty of AA is that people are broken enough to heal where church tends to make people feel like they are not good enough to go or like its some exclusive country club. The church tends to impose this weight of perfection that is unjustified.

In addition to my focus on inclusive community, I’m motivated to maintain a learner’s posture. I never want to think that I know it all. There is so much I still have to learn and so much that we can learn from one another. Again, no one is perfect. We’re all learning and growing together. There’s no need for shame in community, whether the topic is faith or learning how to play the guitar or how to write a song.

Contact Info:

• Website: https://www.montrosemusicfestival.org
• Instagram: montrosemusicfest
• Facebook: https://www.facebook.com/MontroseMusicFestivalSD

Image Credits

The first upload of just Matt Fockler was taken by Greg Gieske (Gregory Allen Art).

The others (the second set of eight photos) were taken by Tara Tulberg.