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

Ted, thanks for taking the time to share your stories with us today What was it like going from idea to execution? Can you share some of the backstory and some of the major steps or milestones?

When the idea for The Music Company (TMC) first sparked, it was all excitement and possibility. The thrill of imagining a nonprofit that could support emerging artists in San Diego was enough to keep me up at night, thinking about potential names, programs, and partnerships. But after that initial rush, I woke up the next morning and realized: Now comes the real work.

The first few weeks were all about defining what success would look like—what, specifically, did we want to achieve? Having a background in software and technology, I had initially thought in terms of revenue, profit, and market share. But for TMC, a nonprofit, that formula had to be reimagined. We needed to balance the impact we wanted to have on our community with a plan for financial sustainability.

I spent hours (and then days) hammering out the details with a small team of passionate people who believed in the vision. We discussed everything: from how many artists we could realistically support in a year, to what it would take to keep our recording equipment state-of-the-art. We refined these into nine key objectives—concrete targets like fostering 500 emerging artists over five years, engaging marginalized communities, and establishing strong partnerships around San Diego.

Once those objectives were set, the next crucial step was to figure out the how. We essentially started at the finish line—where we wanted TMC to be—and worked backwards to identify the individual steps required to get there. This meant creating a timeline, setting milestones, and assigning specific tasks to the people best suited to handle them. We asked ourselves questions like: Who do we need on board? What kind of technical setup is necessary? How will we measure our progress?

While the vision, goals, and planning felt solid, there was another piece of the puzzle we couldn’t ignore: money. We needed a projected financial plan that clearly laid out our initial investment needs. We listed every necessary expense—rent for a space, costs for recording equipment, marketing, legal fees, you name it. Then we established a timeline for raising more funds, marking specific fundraising milestones and mapping out key strategies, such as applying for grants, approaching potential donors, and planning community events. This roadmap gave us clarity on how much money we’d need at each stage and helped us communicate our financial requirements to potential investors and grant-making organizations.

With these steps in place—defining success, mapping out tasks, projecting finances, and establishing a timeline—the concept of TMC started to feel very real. We began reaching out to people who shared our passion: local musicians, educators, and community leaders who could advise us or volunteer. We tested the waters by running small workshops to see what worked (and what didn’t). Each new action brought fresh insights, inspiring us to refine our plans.

Month by month, more pieces fell into place. We updated our organizational documents, filed the necessary paperwork to register as a nonprofit, and secured our first small grants. We found an initial space we could afford, even if it was modest at first. Slowly, that spark of an idea became a functioning nonprofit—one with a clearly defined mission, a network of supporters, and a growing roster of artists who believed in what we were building.

And that’s really how the story began: an idea, a decision to take it seriously, and then a carefully laid-out plan that let us move from daydreaming to day-by-day execution. We knew we had nine ambitious objectives, but those objectives told us exactly where we needed to go. We knew we had financial hurdles, but our projected plan and fundraising timeline clarified how to tackle them. Every day was about inching closer to those milestones, whether it was updating equipment, finalizing a partnership, or hosting our first educational workshop.

That process—vision to objectives, objectives to actionable steps, steps to financial clarity, and financial clarity to consistent execution—is what allowed us to launch TMC. And it’s a process we keep returning to, whether we’re expanding our programs, planning a new event, or figuring out how to serve even more artists in San Diego.

Ted, 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’ve always been fascinated by the power of creativity—how a simple idea or a spark of inspiration can evolve into something that brings people together. Before I launched The Music Company (TMC), I spent years in software and technology, where I learned the value of thinking in terms of measurable goals, efficient processes, and scalable solutions. Yet, I also recognized how limited resources can be for creative folks—especially those who come from underrepresented or disadvantaged backgrounds. It became clear that I wanted to use my experience to help bridge that gap in the music industry.

How We Got Here
The transition from software to launching TMC was driven by a desire to give emerging artists in San Diego the same level of support and opportunity I’ve seen in well-funded tech circles. I noticed that many talented musicians lacked access to quality recording studios, mentorship, or networks to really grow their craft. So I asked myself: What if there were a place where they could find all of these resources under one roof? That question became the foundation of TMC.

Our Services & Approach
At The Music Company, we’re a nonprofit dedicated to fostering new talent through:

State-of-the-Art Recording Facilities: We continually update our studio so artists have access to the best tools and technology.
Educational Workshops & Classes: From production techniques to music business basics, we offer hands-on learning for all experience levels.
Mentorship Programs: Whether it’s connecting budding performers with seasoned professionals or pairing producers-in-training with skilled engineers, we create opportunities for meaningful guidance.
Networking & Community Building: We regularly host events and collaborative projects to help artists meet each other and form lasting partnerships.
Problems We Solve
The biggest challenge many of our musicians face is a lack of resources—recording can be expensive, and professional guidance can be elusive without the right connections. Our nonprofit structure means we focus on accessibility, inclusivity, and affordability. We want artists to concentrate on honing their craft, not on struggling to find funds or the right mentors.

What Sets Us Apart
Mission-Driven Focus: As a nonprofit, every decision revolves around the positive impact we can make on our community and the artists we serve.
Holistic Development: We don’t just offer studio time; we provide workshops, educational programs, and real mentorship that helps artists thrive in the long term.
Inclusive Community: We actively seek out and support musicians from marginalized or underrepresented backgrounds, ensuring that people who wouldn’t normally have these opportunities can access them.
Clear, Measurable Goals: Drawing from my tech background, I believe in setting specific objectives—like our aim to foster the growth of 500 emerging artists and engage communities often overlooked by for-profit studios.
What We’re Most Proud Of
One of our core missions has been to empower artists who might not otherwise be able to afford or access professional recording environments. Seeing someone record their first album, gain confidence in their craft, or go on to successfully release music to the world—knowing we helped make that possible—is incredibly rewarding. I’m also proud of the educational side of TMC: watching participants in our classes or workshops apply what they’ve learned, then come back as mentors themselves, is the perfect illustration of our “pay it forward” philosophy.

What We Want You to Know
If you’re reading about TMC for the first time, know that we’re here to do more than just polish a single track or host a one-off event. We’re building a supportive ecosystem where creativity can flourish, resources are accessible, and community ties are strong. Whether you’re an aspiring artist looking to refine your sound, a teacher who wants to inspire the next generation, or a supporter who believes in the transformative power of music, TMC is a place where you can contribute and grow.

Ultimately, The Music Company is about unleashing potential and creating a nurturing space for musicians to be seen, heard, and celebrated. We’re excited to keep expanding our reach, forming new partnerships, and championing the next wave of artists who will shape the cultural landscape of San Diego—and beyond.

What do you think helped you build your reputation within your market?

We’ve always believed that building a reputation is about showing up for your community in a way that feels meaningful, welcoming, and memorable. In the early days of The Music Company (TMC), we focused intensely on providing an outstanding client experience for every artist we worked with, ensuring that each session felt supportive, collaborative, and enriching. Over time, this client-centered approach became the hallmark of our brand: word spread that TMC was more than just a recording space—it was a place where emerging artists felt genuinely cared for and empowered.

Another key part of our reputation-building was inviting the public into the space through jam sessions and workshops. Rather than waiting for people to discover us, we opened our doors and actively encouraged local music creators—and the broader community—to come see what we were all about. These events served two major purposes: they gave participants hands-on experience with our equipment and educational programs, and they also fostered a sense of belonging that turned curious visitors into TMC advocates. Those who attended jam sessions or workshops would often tell their friends about the fun, welcoming vibe they experienced, helping us organically grow our network.

Lastly, producing engaging content—from live recordings to interviews with artists—helped us reach beyond the walls of our studio. Sharing behind-the-scenes clips, highlighting success stories of local musicians, and posting snippets of jam sessions all showcased what TMC could do. This content not only inspired people, but also demonstrated our commitment to elevating local talent. As each video or podcast episode circulated through social media channels, it reinforced our image as a go-to hub for creative energy and music collaboration in San Diego.

By combining outstanding service, open community events, and compelling content, we created a feedback loop of excitement and trust that continues to shape our reputation. The more we invite people to participate in TMC’s culture, the more they become active ambassadors who share our mission with others. It’s this genuine, community-driven approach that has helped us stand out in the market and continue to grow.

Are there any books, videos or other content that you feel have meaningfully impacted your thinking?

I’ve always been a strong believer in learning by watching how people handle challenges in real life and asking questions of those who’ve already walked the path I’m on. Mentors showed me what effective leadership looks like—how to listen, respond to feedback, and stay mission-focused without losing sight of financial realities. At the same time, there are a few books, talks, and essays that really helped me piece together my own approach to management and entrepreneurship:

The Lean Startup by Eric Ries
Ries’s concept of building minimum viable products (MVPs) and continually learning from real-world data was a game-changer. Even though TMC isn’t a startup in the traditional tech sense, the idea of testing, iterating, and remaining flexible proved invaluable when we were first experimenting with different ways to serve emerging artists.

Start with Why by Simon Sinek (and his related TED Talk)
Sinek’s emphasis on the “why” behind what you do resonated deeply with me—especially in the context of running a nonprofit. Making sure everyone on the team understands the mission and can articulate our purpose helped us stay consistent in our decisions, even when things got hectic.

The E-Myth Revisited by Michael E. Gerber
This book makes a clear distinction between working in your organization—handling day-to-day tasks—and working on your organization, which is about strategy, systems, and growth. Early on, it helped me recognize that if TMC was going to thrive, we needed solid structures and processes that wouldn’t rely solely on one person’s hustle.

Industry-Specific Blogs & Podcasts
There’s a wide range of music-industry platforms where studio owners and creative entrepreneurs share their experiences. Whether it’s a blog about how to optimize studio setups or a podcast on community-building for local artists, these resources keep me plugged into what’s happening beyond my immediate circles.

Mentorship & Observation
Beyond any book or talk, simply watching how my mentors handled negotiations, built relationships, or solved budget problems profoundly shaped my own approach. Sometimes, it’s small details—like how they communicate appreciation to team members, or the patience they show in a challenging discussion—that end up making a big difference in how I choose to lead.

Ultimately, TMC’s philosophy is a result of weaving these lessons together—constantly testing ideas as The Lean Startup suggests, re-centering on our mission in the spirit of Start with Why, building systems as recommended by The E-Myth Revisited, and staying up-to-date with the music-industry best practices. Mentorship and honest, ongoing curiosity remain at the core, so I’m always on the lookout for the next insight that can help us serve our artists better.

Contact Info:

• Website: https://www.tmcmusic.org
• Instagram: themusiccompany.tmc
• Facebook: themusiccompanytmc
• Youtube: @TheMusicCompanyTMC

Image Credits

Photo Credit: The Music Company TMC