We were lucky to catch up with Tyler Porterfield recently and have shared our conversation below.

Tyler , 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?

Fortunately, I’ve been able to earn somewhat of a full-time living in the music industry.

It hasn’t happened overnight.

Reflecting on my life, I realized early on that music would be my primary focus. It has always been my passion and has consumed much of my time and thoughts.

In my early teens, my two brothers and I formed a nü-metal band called Natricity with some friends in Texas. 311 and Incubus were our biggest influences.

We recorded an album and performed at various shows and festivals across the state.

House shows were always packed, and we were able to connect with our fans and make true friends.

When it was time for college, I moved to Austin to study Music Theory at the University of Texas.

It was during my time in Austin that I found myself exploring more folk music. I indulged in fingerpicking the acoustic guitar with an emphasis on Simon and Garfunkel. It was a style I could perform solo without having the band around.

Eventually, I moved to Los Angeles where I studied my minor, Radio/Television/Film.

I was lucky enough to take on two internships: one with Warner Music Group in music sync licensing and the other with NBC/Universal at the Sci Fi channel in the post-production department.

At WMG, I worked on the sync licensing database and sent out email blasts for bands.

We met with the bands at the Warner Records album release parties.

These interactions heightened my ambition to get more serious about creating original music as a singer-songwriter.

The NBC/Universal internship was in post-production for a Sci Fi TV series. When I told them my main interest in post-production was music, they invited me to watch an orchestra recording the soundtrack at Capitol Records.

The orchestra tracked the theme music for episodes of the series while the composer conducted.

After school, I spent some time selling Pro Audio at West LA Music. It was my first experience living and working independently in Los Angeles.

Music retail was cool, but after a while, I started to ask myself, “what’s next?”

After the job at West LA Music, I continued music studies at the Musicians Institute.

While still in school, I officially formed my own indie record label and very first company, Pop Cautious Records.

I met some amazing musicians and took on an internship with Vagrant Records. At the time, it was still a completely independent label.

I made some vinyl deliveries for them during their collaboration with Community Music and ended up meeting people from the Edward Sharpe and the Magnetic Zeros camp.

Eventually, I was invited to open up as an artist for an Edward Sharpe and the Magnetic Zeros Pop-Up Gallery in the Fairfax District and even performed/hosted a showcase at their label’s restaurant/bar, No Name (the old Largo where Elliott Smith had performed).

There was still the whole indie hipster movement happening at the time. It lent itself to a strong community of indie labels and musicians.

Networking at the Independent Label Market event in Silver Lake got me interested in cutting vinyl.

Around that time, I had joined an indie folk band as a mandolinist.

We signed as the first band on Pop Cautious Records and won an Artist Development Competition where we performed and received words of encouragement from the one and only, Quincy Jones.

We played all around California, including the Saban Theatre and SoFar Sounds.

The band recorded an EP and had a decent run as the indie folk outfit known as Seneca and The River.

Pop Cautious Records launched in the courtyard of the famous Sunset Marquis.

Tons of industry, media, family, and friends showed up to support. The event was a success.

My band was joined by some amazing instrumentalists, including saxophonist/flautist, Adrián Terrazas-González of the Mars Volta.

I began scouting bands around LA and the Sunset Strip to grow the label roster.

I was lucky enough to acquire some investment early on to get things rolling.

Some friends and fellow artists started to call me “Pop Cautious” (even though it was the name of the company).

That kind of just stuck, and so I started releasing the music for my solo project under the moniker and label namesake, “Pop Cautious.”

Over time, my career as an artist and label owner began to expand because of my forward approach in gaining the opportunities I required for growth.

Envisioning and manifesting where you want to go with it all is key.

Having a purpose behind it all is what drives me. Really feeling that my songwriting and actions in the industry are somehow guided by something greater than me.

More than anything, it’s a good intention not only to help other artists but to have music as a vehicle to transcend boundaries, shine a light, and tell a story.

Landing a residency at the Hotel Cafe certainly helped get me rooted in the booking world early on and gave the label a home for monthly showcases.

In 2016, I recorded and released my first EP of original music. It was self-titled, ‘Pop Cautious.’

The single, “Blue Dream,” from that EP got me my first FM radio play on 88.5 KCSN.

During my time booking Hotel Café and after my studies, I was driving rideshare to help make ends meet.

I would always share my music with passengers. Even had a stash of CDs in the car ready for new fans.

One of my passengers was ’70s R&B/Soul producer, Gordon DeWitty.

After he learned I was also a musician, we coordinated a meeting at a local studio. It was there I had helped Gordon to write a song he was struggling to finish.

Unfortunately, he passed away that year only a few months after we wrote the song.

After taking time to grieve, I connected with some of his friends and family. I decided to produce and release the song to fulfill his legacy.

Sustainability of the label became a concern after the startup investment ended. The business infrastructure started to transform.

The need to become a DIY company was apparent, and the music production for label artists became something I started to handle myself.

In 2018, Pop Cautious Productions came into existence.

The first artist that I produced outside of my own music was Sam Valdez. I began juggling between hosting showcases, producing, and being an artist.

Started to shoot some music videos and photographed label artists to provide them some content. One less thing to outsource.

I was doing as much as I could for my artists while I continued to develop the brand and grow the company out of pocket.

At one point, I made a contact who was cutting 7” vinyl just south of San Diego. Would personally make road trips to pick them up for my artists.

The trick with that was to only cut them for the artists who I knew would sell them.

There were some challenges to face along the way with some of the label artists and life situations that I saw as an opportunity to learn and grow. Having a strong and positive mindset was more important than ever.

As my circle became smaller, I became wiser.

By the end of 2018, I decided to temporarily leave LA and travel.

There was a calling to experience life in a different way.

Soaked in the beautiful culture, food, and music of Colombia living temporarily with an ex-girlfriend. You will hear this Latin influence on my forthcoming debut LP, ‘Troubadour’.

When I returned to Los Angeles, I briefly lived a gypsy lifestyle.

I worked on myself and grew spiritually. Felt like a rolling stone.

All the while, I continued to run the business and play shows.

Right around the corner was the pandemic. When it hit, all live shows came to a halt. It was time to change course again.

The social justice movements began.

My new focus was signing artists to a series of charity compilation albums, including “Women in Music,” “Black Artist Spotlight,” and more.

Decided to try my hand at artist management around that time as well.

Got to help a handful of cool artists from around the world, including Chris Kyle (Cautious Clay) and Tristen Gressett (American Idol).

Was lucky enough to recently gain a distribution deal for the label.

It has always been about balancing out the businessman and artist.

A tight-rope dance where the objective is moderation.

Now prioritizing growing the team and focusing on elevating the quality production and songwriting.

At my last show, I was introduced to key people there at Rainbow Bar & Grill.

They have allowed me to set up some Pop Cautious showcases.

For the first one, we’ll be teaming up with rising artist, Lostinvegas.

Been fortunate enough to book and perform sold-out shows at the Whisky A Go Go. I’m very grateful for some of the people and opportunities the universe has sent me.

Something that I think is vital for growth in the modern music industry is recognizing the worth in collaborations.

Above all, it’s important to be in tune with where things are going in the music industry and how to adapt.

Tyler , 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’m singer-songwriter and music industry entreprenuer, Tyler Porterfield (a.k.a. Pop Cautious). At an early age I developed a strong foundation in music and have been able to transform my passion into a career.

Currently working as a Talent Agent and operating an Independent Label.

Producing, booking, promotion, consultation, publishing, distribution, publicity and management are a handful of the services I’ve been able to provide.

Being an artist myself makes working with other artists even more rewarding. Speaking from experience helps to relate. Offering affordable options allows me to put the music first.

Pop Cautious Records is currently organizing a series of charity compilation albums.
Proud to be able to use my work in music for a greater good.

What do you think is the goal or mission that drives your creative journey?

I firmly believe that talented musicians should have the opportunity to succeed, regardless of their financial background or connections.

My main goal is to create a more accessible environment for artists who come from less privileged backgrounds but have incredible potential. This includes advocating for fair compensation and recognition for their contributions to the industry.

Specifically, I am passionate about advocating for fair compensation on streaming platforms like Spotify. It’s essential that all artists, regardless of popularity or label affiliation, receive fair royalties. I want to level the playing field and give independent artists the opportunity to succeed.

I believe that success should be based on talent and that artists should have the power to voice their opinions and create a lasting impact.

Music listeners should be aware of the message behind what they are listening to.
Music has the power to make positive changes in the world, open our minds and connect people.

How can we best help foster a strong, supportive environment for artists and creatives?

Support your musician friends by buying and sharing their music and merchandise. Connect them with other musicians and music industry professionals you know.

Creativity thrives in collaboration, so by fostering artistic communities and supporting local scenes, we create environments where artists can connect, inspire, and flourish. Embrace technological innovations that empower artists, from new distribution models to immersive experiences. The intersection of art and technology opens new frontiers for creative expression.

Acknowledge the unique challenges artists face and promote mental health resources within the creative community. Ensuring the well-being of our artists is crucial for sustaining their invaluable contributions. Implement policies that recognize the value of the arts and the preservation of our diverse culture. Educate the public on the importance of the arts; building a society that values and understands the impact of creativity contributes to a more supportive environment.

By embracing these principles, we lay the foundation for a world where artists are not only celebrated but also provided with the support that they need to continue sharing their creations.

Contact Info:

• Website: www.popcautiousrecords.com
• Instagram: https://www.instagram.com/popcautiousmusic/
• Facebook: https://www.facebook.com/PopCautiousMusic/
• Linkedin: https://www.linkedin.com/in/tyler-porterfield-465a5599/
• Twitter: https://twitter.com/Pop_Cautious
• Youtube: https://www.youtube.com/@PopCautiousRecords
• Yelp: https://www.yelp.com/biz/pop-cautious-records-los-angeles
• Other: www.popcautiousrecords.com