We were lucky to catch up with Sierra Hall recently and have shared our conversation below.
Sierra, thanks for joining us, excited to have you contributing your stories and insights. Going back to the beginning – how did you come up with the idea in the first place?
My creative services business was born out of a deep-rooted love for music that started when I was just four years old. I grew up surrounded by it. My mom was in the music business and she poured into my love for it early on with piano and vocal lessons. I went on to earn a degree in Music Business and while I’ve always loved singing, I realized my true passion lived behind the scenes helping other artists shine.
The turning point for me came during a very isolating and transformative time in my life. After going through illness, therapy, and leaving behind relationships that no longer served me, I started reconnecting with the things that truly lit me up. Music was at the center of that. I created a playlist just for fun and to my surprise, it went viral. That moment reminded me that I had a gift for connecting people to music and more importantly, connecting artists to listeners.
From there, I leaned into music curation, writing reviews, hosting artist spotlights, and helping independent musicians gain visibility. I started building a community of people who trust my ear and come to me to discover hidden gems. I even began teaching myself how to DJ because I wanted to find new ways to share music and create memorable experiences.
I knew this was something worth pursuing because it felt aligned. It didn’t feel forced or performative. Every artist I’ve worked with, every playlist I’ve curated, and every piece of content I’ve created has been rooted in genuine passion. And the support I’ve received from both the audience and the artists has reaffirmed that I’m on the right path. I’m still growing, still learning, but I truly believe in the power of music to heal, connect, and inspire. And I know I was called to be a vessel for that.
Sierra, 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’m Sierra Von, a music curator, writer, and developing DJ who’s passionate about spotlighting rising talent and building authentic connections through sound. I started in music as a classically trained singer, but over time I realized my heart was more in discovering and championing artists rather than being the artist myself. I earned my degree in Music Business and that opened up even more avenues for me to merge my creative eye with strategy.
What I do now blends curation, journalism, and digital content. I write music reviews, build playlists across streaming platforms, and share music I believe in through social media. I also help independent artists gain visibility by offering promo services around single or EP rollouts….whether that’s a feature on my page, playlist placement, or a thoughtful write-up. I’m also currently teaching myself how to DJ to expand how I share music, eventually incorporating that into events and live sets.
What sets me apart is that I actually care. I’m intentional about the music I share…it’s never just about numbers or trends. I listen to everything, I research, and I aim to create content that reflects the soul behind the sound. I’ve built a space that feels personal and honest, and I think people resonate with that.
What I’m most proud of is turning something I’ve always loved into something that helps others. Whether it’s an artist getting new listeners or someone finding a song that hits them at the right moment….I love being the bridge between the two.
At the end of the day, I want people to know that this is about more than music. It’s about culture, connection, and creating space for voices that deserve to be heard.
We’d love to hear the story of how you built up your social media audience?
Building my audience on social media happened pretty organically, and honestly, it started with me just sharing music I loved. I wasn’t trying to go viral—I just genuinely enjoyed putting people on to new sounds. I made a playlist one day and posted about it on TikTok, and to my surprise, it took off. That moment showed me there was a real audience for what I do, and from there, I leaned into it even more.
I started showing up consistently, sharing my weekly “currently listening” series, writing mini reviews, and talking about underground artists that people might’ve never heard of before. Over time, people began to trust my taste and look forward to my recommendations. I think that’s what really helped me build a solid community—not just an audience, but a group of people who genuinely love music and value what I have to say.
If you’re just starting out, my biggest advice is to be consistent and be real. Don’t worry about what everyone else is doing or what’s trending… focus on what you’re passionate about and what you can offer that’s unique to you. Show your personality. Share your process, your thoughts, even your mistakes. People don’t just connect with content…they connect with people. Also, remember that growth doesn’t happen overnight. Keep showing up, keep evolving, and the right audience will find you.
Is there something you think non-creatives will struggle to understand about your journey as a creative? Maybe you can provide some insight – you never know who might benefit from the enlightenment.
One thing I think non-creatives might struggle to understand is how personal this work really is. When you’re a creative, especially in a space like music, you’re not just putting out content or offering a service. You’re sharing pieces of your perspective, your story, and your heart. There’s vulnerability in that. Every playlist, review, or piece of content I put out reflects how I feel, what I value, and how I see the world. So when it’s overlooked or not received well, it can feel personal, even when you know not to take it that way.
Another thing is the pressure to stay on all the time. People often see the final product, the post, the video, the brand, but they don’t always see the self-doubt, the burnout, or the moments where you’re questioning everything. Creative work requires not just talent, but emotional resilience. It’s not always easy to stay inspired, especially when you’re pouring into others and trying to build something from the ground up.
The biggest thing I’ve learned is that rest, boundaries, and balance matter. Just because you’re passionate doesn’t mean you don’t need space to recharge. And just because something comes naturally to you doesn’t mean it isn’t work. If there’s one insight I’d offer, it’s this—give creatives grace. This path requires courage, consistency, and a lot of heart. Most of us are figuring it out as we go.
Contact Info:
- Instagram: https://www.instagram.com/sierravon?igsh=MWFlazk5YXlvMmV0aA%3D%3D&utm_source=qr
- Facebook: https://www.facebook.com/share/g/12MAo9WAiLa/?mibextid=wwXIfr
- Twitter: https://x.com/sierravon?s=21&t=Or2oCHVFmcFE9Fdmb-SImQ
- Other: Right now, my website is being built, but in the meantime, my sisters and I are also curating a production company called unCovered Culture. We focus on all things arts, film, fashion, music, and more. It’s a passion project we’ve been nurturing together and we’re excited about where it’s headed. Until the site is done, people can check us out on Instagram @uncoveredculture.
Image Credits
Denim Shirt photos w/ red hat @grate_reflections
Flowers : @slaylabykayla & @theuncommon_sol