We were lucky to catch up with Piera Lolandes recently and have shared our conversation below.
Piera, appreciate you joining us today. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.
Music has always been and always will be “the great communicator.” Like my father, I’ve always loved music and found joy in “collecting songs.” In middle and high school, I would listen to the radio, use Limewire to download specific songs that weren’t available yet, and constantly update my MySpace and Tumblr profiles to showcase the latest songs I was listening to. Even while attending acting school for college, I would use music to help me feel an emotion or get into the mood required to play a role or tell a story on stage or in front of the camera. I attended and graduated from The New York Conservatory School of Film & TV. It was the reason I had moved from Miami to New York City, and by no means did I want to go back to my hometown. New York instantly felt like my new home.
After deciding that I no longer wanted to pursue an acting career, I needed guidance on what I wanted to do next. Weirdly enough, I had befriended some amazingly talented musicians around the same time. The artist they were on tour with just happened to have a stop here in NYC, and a friend of mine invited me to their show because she was friends with one of the band members. This friend of mine knew I loved music and that I would enjoy the show. We didn’t make it to the show on time but caught up with the band at a bar after their set. That night, I enjoyed talking to people fully submerged in the music business and living a fascinating life. I heard stories about touring, playing massive festivals, and working with big-name artists, amongst other things. As much as I loved music, I had not thought about what working in that industry would be like. They quickly made me realize that there were so many roles one could play within the music world aside from being on stage.
After that night, I started using my then-personal Instagram account as a mini music blog, sharing the songs I had collected over the years. Every week, I would find new and fun ways to help others uncover a new song or artist. I wanted others to feel the same excitement I did whenever I found music that blew me away or helped me process emotions. Aside from using music streaming platforms to help me discover new talent, I started thinking of other ways to find more while building a community of like-minded music lovers. I reflected on how I had initially connected with my musician friends and realized that live music was the answer. And I quickly learned that NYC was a gold mine for live music events and talent. Attending live shows helped me submerge myself in the music world while also allowing me to connect with the community of people who made all the magic happen: the artists, musicians, publicists, journalists, etc.
Building something like a music community nowadays is more accessible, thanks to how social media platforms have adapted to making songs viral and the creators highlighting the music. There is more of a demand for it now, and taking the risk to pursue that as a career now is a safer answer (in a way), especially after the pandemic. But when I started around 2015, I had no idea what I was doing, and by the time I decided to make an entire brand in late 2016, I was taking a massive leap of faith. I had started to garner a small following due to my constant posting and utilizing features from my iPhone, like screen recording, so I could help my audience preview the music I was sharing. It made a huge difference, along with paying to attend many small shows around NYC.
After acting school and attending auditions, I was less shy and more outgoing, and I used that to my advantage. I would be at shows and stay until late to be able to introduce myself to the artists and network within the spaces I found myself in. The more I interacted with them, the more I noticed how grateful these rising acts were to anyone willing to help them get discovered or give them a platform that would highlight them uniquely. I was by no means reinventing the wheel, as music blogs and magazines have existed for as long as I can remember, and there are more than a couple for a reason. I was slowly building something I had not gone to school for, something no one handed me, but something I was proud of and in total control of, which was unnerving and exhilarating all at once. That’s when I knew I was clearly on to something. Even though I was unsure then, something inside me told me I would never know if this would work unless I tried and gave it my all. And so I did.
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.
My name is Piera Lolandes. I am a professionally trained actress, music lover, and entrepreneur. I am the founder, creative director, and editor-in-chief of IndieWavves, a music media platform that strives to help people discover the next wave of emerging acts in music. At IndieWavves, we aim to help people find new music artists using social media, video, website features, and music photography. This platform showcases artists and their work in unique and fun ways. We are never tied to just one form or style of content and find joy in collaborating with artists and their teams to create unique content for each act we feature. From crafting carefully thought out questions for interviews to highlight anything they want to promote to constantly keeping the community, we’ve built in mind when considering what content we believe they might enjoy seeing next. Also, don’t let the name fool you; we don’t only cover indie music or just one particular genre of music.
I stumbled into the music industry after I decided I no longer wanted to pursue an acting career. Music was always a passion of mine, and I found a way of sharing songs I loved and discovered by using my then-IG account as a microblog. I then started to pay to attend certain music shows in the city to enjoy live music, discover new talent, and network with the professionals in those spaces. Apps like TikTok and IG helping you go viral wasn’t a thing then, so to get noticed and accepted, you had to find other ways to get your foot through the door. I would consistently post, and then eventually, I branded IndieWavves appropriately with a logo and aesthetic, and that also helped me a lot when I started to cold email and direct message artists and bands about possibly interviewing them or attending their shows in the city. What helps us stand out is our branding, aesthetic, and longevity at this point. Becoming your boss and staying consistent is no easy endeavor. At least it wasn’t for me, which was one of the hardest things I had to learn about building a platform. It is easier now, yet I am my own competition every day, and being slightly better than I was the day before is always my goal. I also want not to stress myself out too much and give myself some grace. Over time, the platform has changed and shifted in small ways and will continue to do so. I have learned not to be too precious about what I think IndieWavves should or should not be. I view it like a child that grows into its own, and I am just here to help it find its purpose in the best way to continue to support our audience and the talent we platform.
We are now at the point where I have a small team, mainly of talented contributing photographers, who help me attend and cover shows around NYC that we get invited to, as well as one video editor. I am proud of the community of music lovers we have cultivated since the start, my fantastic team that helps me make it all happen, and the talented artists, bands, and the people around them that I meet as we work with them. I am always humbled and extremely grateful that publicists, record labels, artists, bands, and friends submit music for me to listen to and give my opinion. It is truly an honor to have them share their art with me in hopes that I can help them find their people. People who will love and appreciate the work they put so much of themselves and time into.
I hope those who come across IndieWavves and enjoy what we do find music and artists that help them relate, make them feel, and, most importantly, let them know they are not alone. And to the artists who look to be featured and platformed by us, I hope they feel supported and seen and know how much their vulnerability in creating and sharing their art is appreciated. None of this would be possible without their brilliance. It’s genuinely such a collaborative effort all around.
How did you build your audience on social media?
Building an online presence takes work, especially one that will last with a loyal audience/followers. However, it isn’t impossible. I built and continue to build my brand’s online presence by staying consistent and fun, staying up to date with trends, and seeing what does and doesn’t do well. I also keep the perspectives and needs of my audience and those we feature in mind. Depending on your brand or niche, you will reach a point where much of what you create and post to help you grow is not for you. Understanding that you are serving a bigger purpose and audience is crucial. It is also essential to know the difference between researching and seeing what others in your field are doing and why they might grow quicker than you without comparing yourself to them. Everyone is on their unique journey, including yourself, and remember that comparison is the thief of joy. Social media can be pretty overwhelming, so remember to take breaks from it when you feel stuck or don’t have much motivation, but don’t let that stop you in the long run. Branding and/or finding a style that is yours is essential, as I previously mentioned, as well as staying consistent and showing up for your audience and yourself.
Do you have any insights you can share related to maintaining high team morale?
The most important part is learning to be your boss and manage your time and work. No one else will hold you accountable for what you must do to keep your company going, so you must learn to respect your own time and work before anyone else. Learning to manage myself was one of the most challenging lessons I had to learn as an entrepreneur. I learned discipline to do what I said I would and show up even when exhausted from working other jobs or not feeling motivated enough. And every time I showed up for myself and my business, the feeling of accomplishment was amazing. It also helps to do or build something that you genuinely love. When creating a team or onboarding others to join you, enthusiasm and passion for what you are doing are palpable and contagious. So make sure you share that with your team. Being generous and letting them know you are always there for them as best as possible is a great way to let them know you’re not unattainable. These people not only work for you, they work with you and represent and are part of your company/brand. I value over-communication rather than under-communication, and my team knows they have multiple ways of contacting me when needed, no matter the time and day, along with the rule that there are no stupid questions. I am a remarkably understanding person, so thankfully, I have not struggled in that department but instead struggled with boundaries in the past. I can now confidently say that I am much better with that and demanding respect as a “boss” in a way that benefits everyone. You can’t fail when you lead by example and kindness.
Contact Info:
- Website: https://www.indiewavves.com
- Instagram: https://www.instagram.com/indiewavves
- Facebook: https://www.facebook.com/indiewavves
- Twitter: https://www.x.com/IndieWavves
- Youtube: https://www.youtube.com/@indiewavves
- Other: TikTok: @indiewavves
Spotify: https://open.spotify.com/user/22piycorep5hjvvj2bunqr7fi?si=b64cebf7725546f5
My personal IG is: @pieralolandes
Image Credits
Headshots by Jay Guzman.