We caught up with the brilliant and insightful Sheridan Gates a few weeks ago and have shared our conversation below.
Sheridan, thanks for taking the time to share your stories with us today Are you able to earn a full-time living from your creative work? If so, can you walk us through your journey and how you made it happen?
When I first moved to Nashville 6 years ago, I had a big dream of getting a record deal and touring the world. There is nothing wrong with that! But what I didn’t realize was the investment I was going to have to make in myself not only financially, but also emotionally. I was going to have to get really real with myself to understand my WHY. Why do I make music? Why am I the way I am? Why is my message important? Up until the world shut down, I was taking jobs to stay afloat, to get me by. I didn’t have any understanding of my “whys.” It wasn’t until Covid that I had a moment to pause. I began working with an incredible business coach, Lindsey Kirkendall, during this “quiet” period and she helped me to re-calibrate myself and make the plunge to work for myself full time. I quit treading water and decided it was time to get serious. Serious could have meant for me to tour the world and get a record deal, but after some soul searching alongside an excellent coach/mentor, I realized I had some other strengths of mine that I could also monetize.
I knew I loved coaching others and helping the younger generation of artists. So, I started speaking to classes in schools and universities. That led to one-on-one mentoring and eventually to the creation of my business I co-founded called New Roots. It also led to me managing my best friend while also singing backup and songwriting with her. Tapping into these other music-related passions of mine helped me to piece together a life that is constructed by ME and make a living doing the creative work I love.
I can’t stress enough how transformative it was for me to have a coach to keep me accountable, to bounce ideas off of, and to celebrate my wins with.
Sheridan, 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 was raised in central NJ and have been singing since before I could speak. Performing was in my blood from the very beginning, from humming while I ate my food to belting out show tunes and Shania Twain around the house…I’m sure my brother found it very annoying! I was in my first theatre production when I was 7 years old with my dad and after that, I was off to the races. I performed in musicals from community theatre, to regional theatre, to summer theatre, and all the way through my schooling. In college, I double-majored in Theatre and Psychology because I had an interest in understanding people and why we are the way we are. I always enjoyed working with younger generations and being an advocate and mentor but didn’t realize at the time that I would end up starting a business around that.
I had interned in Nashville on the media side of the country music industry for 2 summers during college and fell in love with the city. So, once I had that realization that music was what I wanted to pursue full-heartedly, I knew Nashville was the place for me. After 2 years in NYC, I made the move to Nashville. I dove right in and recorded an EP, taught myself guitar, played writers night, and supported myself with some personal assistant and nannying jobs. I met 2 wonderful friends who I ended up touring the country with playing house concerts/venues and just as momentum was building around these tours, COVID. When COVID hit, I needed to pivot of course. So, I thought long and hard about what I wanted to do and how I could make a difference. That’s when I decided to get back to my roots of mentoring and advocating for younger generations and through a series of conversations, New Roots was born.
New Roots was founded in April 2021 when I sat down with my friend, Mark Thress, who is an incredible vocalist and voice teacher. He had let me come be a guest speaker for one of his classes at Belmont University and afterwards, we decided to try writing together. Well, that “writing session” turned into a business planning meeting for this passion we both had for mentoring younger female artists.
Our mission at New Roots is to serve young female artists by providing a safe, supportive, and collaborative community in which they can launch their music careers more confidently. Young women from around the country who are wanting to go all-in on their music careers, come to Nashville for a 3-day weekend experience where we give them a launchpad for their careers. They get the opportunity to network and collaborate with some incredible industry professionals (songwriters, managers, PR reps), they get to co-write, they get to record with a producer in a studio on Music Row, they get a photoshoot and style session, they get to perform…but MOST IMPORTANTLY, these young women get to start growing their community of likeminded artists who empower each other and who have each other’s backs.
We spend time with each artist and discuss their individual goals and mindset around their career. We encourage them to be their own boss and design the career that best suits THEIR life and THEIR goals – not the goals of someone they saw on Instagram or saw in a movie…we want the women who go through New Roots to leave the weekend feeling more confident in their abilities to make a lasting career for themselves in the music industry while also knowing they have a safe community to turn to when they have questions or want to celebrate a win or just need a friend.
New Roots was founded from what Mark and I wish we had when we moved to Nashville. We are both passionate about advocating for women, supporting one another, and growing with each other instead of against each other. These weekend experiences continue to be so healing and inspiring for us to be a part of and watching what the artists have done since their time with New Roots is incredible. Many artists that go through New Roots are finally making the move to Nashville, another just released a new song, and they are all supporting each other in our alumni group. Once you attend a New Roots weekend, you are always a part of our family and will continue to have access to our ever-expanding network of contacts, friends, and advocates.
We have 3, 4-day events every year with our next one coming up February 23-27, 2023! Applications are now open to any female-identifying artist who is serious about taking charge of their music career and going for it! Spaces are limited and we accept on a rolling basis so we encourage you to fill out that free application sooner than later. You can apply at wearenewroots.com/apply.
Any resources you can share with us that might be helpful to other creatives?
Absolutely! My type-A self likes to be independent and get things done on my own, but I didn’t realize the power of community until years into my career in Nashville. The truth is we cannot navigate the music industry, or any industry for that matter, alone. You have to be willing to ask for help, advice, or just get to know other folk’s stories because that is the way doors start to open. Opportunities arise when you immerse yourself into the scene and therefore keep popping into the forefront of people’s minds. Also, you will learn so much by hearing how other’s got to where they are today. Their story will be different from yours, but you can always take away some tricks of the trade (or what NOT to do!).
Some resources to start growing your community from (in addition to New Roots of course) are Women in Music and YEP. I joined the events committee for Women in Music Nashville and the women in that organization are such wonderful champions of each other and represent all different parts of the industry. Seeing women slay at their roles is nothing short of inspiring. Another great resource is YEP, Young Entertainment Professionals. They are a great community of creatives where you can always ask questions and find someone to fill a gig, take photos, read a contract, find a friend etc.
How did you build your audience on social media?
In the words of my wise business coach, Lindsey Kirkendall, “have gratitude towards social media.” For years, I fought social media. I hated the pressure of needing to post, creating content, comparing myself to others, UGH. But, once I decided to have gratitude for how incredible these platforms are that they allow us to connect with people all over the WORLD, I eased up on my disdain. I chose to work WITH the platforms, not against them. I began posting things that gave people an insight into me both with music and in the other parts of my life. I began telling stories of my past in the hopes that I might find some personal connection with others who went through a similar thing. And the more I did that, the more engagement I got and the more superfans I found. Remember, 1,000 followers who support you, come out to your shows, buy your products, and engage with your posts are far more valuable that 10,000 followers who don’t do any of that.
People go on social media to “zone out” or be entertained or connect, right?! They aren’t looking to be impressed by high quality photos and videos that are meticulously edited. So just be yourself.
As you begin to build your audience, pick 3 adjectives to describe yourself and then make sure whatever you are posting is representative of at least 1 of those words. It will help you stay authentic to YOU and therefore you won’t burn out because you are just being yourself. Don’t overthink what you post! If you felt inspired to take a video of something and share with your audience, share it before you start doubting if people are going to like it or not. Chances are, if you resonate with it, your audience will too. Finally, don’t be afraid to be vulnerable and ask your audience for what you want. Sharing something vulnerable is almost like a peace offering with your audience. It gives them a point of connection with you and makes the person behind the screen a real human being. Once you some followers, keep them engaged by asking them questions and telling them how they can best support you. They are following you for a reason, so let them help!
Contact Info:
- Website: https://www.wearenewroots.com/
- Instagram: https://www.instagram.com/newrootsnashville/
- Facebook: https://www.facebook.com/newrootsnash
- Youtube: https://youtu.be/nCEbKQRNCsc
- Other: TikTok: https://www.tiktok.com/@newrootsnashville
Image Credits
Kylie Rebecca Annie Lukach