There is that old line that "writing about music is like dancing about architecture." However, I have been drawn to bands because of a great quote or description. So although working with musicians and specializing in text seems odd to some people, it has worked well for me.

​Many people in the social media / content marketing space work to make themselves seem larger than life, like they are both movie stars and titans of industry. I have never been comfortable with that. I post to promote my work and draw in more business, but I make it clear that I am never going to compete with my clients for attention. My preference is to work behind the scenes, to live in their shadows. And really, I am not cool. However, my clients can put on silly hats and they are still cool. I give you Exhibit A...

​A great version of "I'll Be Home For Christmas" by Jason Adamo, who I got to interview this year. 

​Much of my work is turning a small amount of input from my clients into a large amount of output online. 

Whenever I need material from the musicians I work with, my approach is always, "How can I make this work with a very small amount of time and effort from them?" They seem to appreciate that. 

​Most musicians have a ton of great stories. But they tend to freeze up when faced with a blank text box. I eliminate that problem by having them talk to me, recording it, and then handling the text for them. Their words. My work.

​Do I feel like a bit of an oddball when the online world is obsessed with video and being over the top, while I specialize in relaxed interviews and text? Yes. Yes, I do. What is amazing is that I have found clients that seem to appreciate this. What is even more amazing is that those clients are musicians who put on energetic concerts. But maybe you don't want a big-personality performer managing things behind the scenes. Maybe you want the introverted geek who has a penchant for reading liner notes.

Sandy Gennaro (Cyndi Lauper / Joan Jett): I remind corporations what's really important. Sometimes people in a corporate world focus too much on the numbers, on the result of somebody's work at their company. "What have you produced for me? What have you done for me and my company?" And they're judged based on just those numbers… spreadsheets, quarterly quotas, pie graphs. "How much is your vacation going to be? How much is going to be my bonus?" These are all thoughts about numbers.

And I call this “paying attention to just the icing and not the cake.” The cake in this case is the people behind the numbers. Focus on the person in addition to the numbers that they produce.

CEOs need to be reminded, because their head sometimes is totally involved with the numbers and the profitability and the shareholders. "Are the shareholders going to be happy?" But what about the people that provide the numbers for your company, that provide the product or service that your shareholders love? You know what I mean? It's about that. Don't lose sight of the human being that produces your numbers.

​Clients Cowboy Mouth combine a live performance of "Jingle Bells" with winter fail videos.