Tag Archives: Gerard Longo author

#RoadtoSXSW: My ‘WrestleMania Moment’

Before the #RoadtoSXSW became but a glimmer in my eye — in fact, before Underground Music Collective or The Quinn Spinn even existed — I was a kid who cycled through dreams. I was looking for purpose and meaning, and ways to impact a large number of people. I always envisioned myself as a leader, even if I had no idea what leadership actually meant.

Throughout my youth and adolescence, I wanted to live a thousand lives. At different points, I aspired to be an all-star right fielder, a star quarterback and team captain, a lead actor, and a famous singer with the dance moves and calm, confident swagger of Jordan Knight. (OK… I still haven’t given up the ghost on that one, my 38-year-old ex-football player knees be damned.)

Right around age 12, I added “professional wrestler” to the list.

The year was 1999. WWE’s (then-WWF) Attitude Era was in full swing, and “Stone Cold” Steve Austin was at the top of the mountain. One day, the kids in my class were talking excitedly about the latest episode of Monday Night Raw, and I decided to check it out for myself.

I was instantly hooked. Finally, there was an outlet for my pre-teen suburban angst, courtesy of these larger-than-life characters and their over-the-top antics. For the next several years, I’d tune into every piece of WWE programming I could get my hands on. Raw, Smackdown, and even Sunday Night Heat were appointment viewing. Wrestling theme music became a regular part of my library (and still is to this day). Sometimes, I would convince my mom to let me order the Pay Per View events (and a couple times, I just did it myself and asked forgiveness later. Sorry, Mom!).

Eventually, I dove into the art form myself — first by participating in online-only “e-feds,” an internet-based role-playing game where we would write message board “promos” against our opponent, with victory awarded to the writer who created the most compelling argument before each match. Then, my brother and I started our own backyard wrestling federation — the infamous Long Valley Backyard Wrestling (LVBW). Blatantly ignoring WWE’s “Don’t Try This at Home” warnings, we laced up and competed in a crudely made ring with no mat in our parents’ backyard. Eventually, we met other aspiring wrestlers from around the Northeast, and traveled regionally to compete in various strangers’ backyards (who, admittedly, had built much safer rings) throughout high school.

By senior year, my interest in pursuing this career path had given way to a renewed focus on football. Nonetheless, my passion for and enjoyment of this unique, sometimes-bizarre form of entertainment has never waned. I’ve followed the action through the years and, as social media has broken down the walls of “kayfabe,” have come to root for my favorite wrestlers on- and off-screen.

The biggest date on the pro wrestling calendar is WrestleMania. If you’re a professional wrestler — or serve any function in the industry — it’s where you fight your entire career to be. It’s the reason why you put all those hours in; you’ll drive hours to wrestle in bingo halls and high school gyms for little-to-no pay, because every rep is building toward something greater. It’s building toward the moment where the eyes of the industry begin to look your way. It’s building toward the moment when you sign your first contract and have your first match with a major promotion. It’s building toward the possibility that, one day, you might get to have your own “WrestleMania Moment” — a featured spot on the Grandest Stage of Them All, where you reach the pinnacle by creating a memory that will live on through history.

Not everyone gets their “WrestleMania Moment.” In fact, most professional wrestlers don’t. That’s what makes it so special; it means that you’ve put in your 10,000 hours, have sacrificed greatly, and continue to persevere through the challenges that greet us all on our way to our visions turning into reality.

When you have that moment — one that can take years or even decades to reach — it is something to be cherished. If one thing along the journey had gone differently, you may have never gotten here. Now that you’re here, you may never get here again. All you have is now. Make the most of it.

I’ve been thinking a lot about major milestones, as the #RoadtoSXSW takes its turn into the home stretch. And, while I may not be competing for the WWE Championship in Las Vegas this April, I can appreciate what it means to travel a long, challenging road, to eventually stand before the biggest opportunity of my life.

I’m heading to Austin for my first SXSW this Friday. As a music industry thought leader, this is my first ‘WrestleMania Moment.’ This is my Super Bowl, World Series, and Stanley Cup Finals. It’s taken a long time and plenty of lessons — at least 60+, if you’re curious — to get here. There have been countless late nights and early mornings. There have been loads of triumphs, and my fair share of disasters. There have been glimmers of hope scattered through the past 11 1/2 years, and perhaps just as many moments of doubt and stress.

This is where I’ve fought my entire career to be — since the moment of singularity when this was all just a USB mic, a laptop, and an idea in my childhood bedroom, one August night in 2013.

Through it all, there has been faith. I’ve always held the belief that, if I just stay on the road a little bit longer, I’ll graduate from the “bingo halls” and “high school gyms” of my chosen industry, and have the opportunity to build this platform into one that transforms the music industry and the creative ecosystem at-large. That faith has been rewarded so many times along this journey — especially over the past couple of years — as our platform has been blessed with incredible opportunities in media and at conferences, festivals, notable venues, and more.

We’ve already made it to the big leagues. Figuratively speaking, we’ve been on Raw, Smackdown, and plenty of Pay Per Views — but this is the biggest one yet.

This is WrestleMania as I know it.

The lights are on. My music is playing. All that’s left is to walk down that 800-mile ramp to Austin, get in the ring, and create moments that live on, long after the bell rings.

SXSW Book Signing: ’60+ Lessons from the Creative Journey’

I’ve learned countless lessons during my decade-plus creative journey. Some were common sense, “live-and-learn” type experiences, while others came as a direct result of thinking I had a good idea… and falling flat on my face.

One night, I opened a blank document, and I began to compile a list of the most important ones, based on the experiences that forged me into a better creative professional. Before I knew it, I had few dozen… and I added about a dozen more, for good measure!

These 60+ Lessons from the Creative Journey come loaded with anecdotes — whether painful, inspiring, and/or hilarious — from 11+ years building a multimedia and educational platform for independent musicians. The lessons contained within are independent of industry; they apply to anybody with the courage to step out and “build the thing” — no matter what your “thing” is!

NASHVILLE: RSVP for Our ’60+ Lessons’ Launch Party & Free Branding Workshop

Before you can get to where you want to go, you must answer a very important question…

WHY?

What drives you to create? How will connecting to the world through music enrich your life, and the lives of those around you?

It’s a deep question, and we want to help you uncover the answer. That’s why we’re hosting our Building Your Authentic Artist Brand workshop on Thursday, February 27 from 5-8:30 p.m. at Helping Our Music Evolve (615 Main St., Suite G1, Nashville).

In this FREE interactive workshop, we’ll walk through the steps of developing your authentic artist brand. We’ll uncover what connects you to your audience, and how to build a community that will attract media, performance, and partnership opportunities.

The workshop portion of the evening runs from 6-8 p.m. Before (and after), join us for an exclusive book release party in celebration of 60+ Lessons from the Creative Journey: A Handy Guide for the Budding Entrepreneur — the debut release from UMC Founder/CEO Gerard Longo.

Space is limited! Come gain insight featured by reputable music industry conferences across North America, including SXSWNOLA MusiCon, and more!

NOW AVAILABLE: ’60+ Lessons’ Paperback Pre-order

Want a copy of my forthcoming book — 60+ Lessons from the Creative Journey: A Handy Guide for the Budding Entrepreneur — that you can hold and cherish forever?

You’re in luck!

Through our distribution partners at IngramSpark, you can now pre-order a paperback copy of 60+ Lessons! Be one of the first to own my debut book in its physical form, when you head over here and reserve yours today!

I’ve learned countless lessons during my decade-plus creative journey. Some were common sense, “live-and-learn” type experiences, while others came as a direct result of thinking I had a good idea… and falling flat on my face.

One night, I opened a blank document, and I began to compile a list of the most important ones, based on the experiences that forged me into a better creative professional. Before I knew it, I had few dozen… and I added about a dozen more, for good measure!

These 60+ Lessons from the Creative Journey come loaded with anecdotes — whether painful, inspiring, and/or hilarious — from 11+ years building a multimedia and educational platform for independent musicians. The lessons contained within are independent of industry; they apply to anybody with the courage to step out and “build the thing” — no matter what your “thing” is!

Show Up for Yourself Every Day

Here’s another excerpt from my forthcoming debut book, ‘60+ Lessons from the Creative Journey: A Handy Guide for the Budding Entrepreneur’ (available Feb. 25 on Amazon). This comprehensive volume of the journey (so far) covers everything from branding philosophy, to mindset, to the dynamics of our working and personal relationships.

Pre-order the digital version now! (Paperback pre-order coming soon.)

The greatest antidote to your unfavorable narratives is to provide yourself with consistent evidence to the contrary. That means routinely doing what you say you’re going to do, and it starts with keeping promises to yourself. By keeping promises to yourself, you build trust in the person in the mirror. Greater self-worth and self-respect are byproducts of that.

If you say you’re going to record an album this year, do it. If you keep telling yourself you’re going to post consistently to social media, you’d better get to work. This practice also applies to your everyday life. If you say you’re going to work out four times a week, show up at least that much. If you have specific dietary improvements in mind, start today. Don’t wait until January 1.

If you keep telling yourself you’re going to ask that person out, what are you waiting for? They’re not going to wait forever.

How you do one thing is how you do everything. Developing the ability to consistently honor your commitments starts by honoring those you make internally. From there, that ability carries over to your creative platform, your relationships, and every other aspect of your life.

Indeed, your success begins with you. However, it doesn’t end there…

The People You Surround Yourself With Will Determine Your Future

Here’s another excerpt from my forthcoming debut book, ‘60+ Lessons from the Creative Journey: A Handy Guide for the Budding Entrepreneur’ (available Feb. 25 on Amazon). This comprehensive volume of the journey (so far) covers everything from branding philosophy, to mindset, to the dynamics of our working and personal relationships.

On that last point, here’s a taste of what’s in store when you pre-order your copy now!

The people you surround yourself with will determine your future.

After reading through the past few lessons, you probably have a good idea of the type of people you’d like to have in your creative sphere. Heart-centered, passionate, accountable individuals who communicate clearly, respectfully, and from a place of their own values. Those with the emotional maturity to respond, not react. People who are a good hang, and who look out for each other – whether hard at work, or off the clock.

Professionally, your ideal collaborators are likely moving toward similar goals as you, for similar reasons, with skills that nicely complement yours. They’re creative, just like you, with different perspectives and offerings. When you join forces, you can create a robust, thriving creative ecosystem where anything is possible.

Did somebody come to mind as you were reading that? Good. I want you to reach out to them, find time to catch up, and brainstorm some ways that you can support each other. That’s how you build a winning team, and create a rising tide that will lift all boats.

If somebody doesn’t fit the bill? That’s fine. Accept your differences, wish them well, and move further into alignment with those who do. Oh, and take the high road, because frankly…

You shouldn’t have time to talk shit.

Want more? Make sure you’re one of the first in line to own ’60+ Lessons…’

We’re All Building from Zero

The following is an excerpt from the opening chapter of my book, 60+ Lessons from the Creative Journey: A Handy Guide for the Budding Entrepreneur (available Feb. 25). Pre-order it now on Amazon!

Every world-changing, life-altering, needle-moving endeavor started with nothing more than an idea. 

Everybody who has ever “made it” was somebody, before they ever became a household name. Jeff Bezos famously founded Amazon in his Bellevue, Washington garage in 1994. The company – which started as an online bookstore – is now home to more than 1.5 million employees, sells just about everything under the sun, and has been referred to by PBS as “one of the most influential economic and cultural forces in the world.”

Before she was Lady Gaga, Stefani Germanotta was an NYU student, songwriter, and producer who made her name by sending her songs to major labels. She was signed to Def Jam in September 2006, but was dropped by the end of the year. Less than two years later – and no doubt due to her own persistence and artistic ingenuity – she became one of the biggest pop stars in the world. She has continued to re-invent herself to remain a force in entertainment ever since.

Less famously, the guy writing this book is only doing so because of a series of realizations throughout the summer of 2013. I was on the everyday grind in corporate America, commuting multiple times per week from rural New Jersey – yes, it exists! – to New York City. I had just stopped playing football, my first love, in the year prior to focus on more “adult” things. I was in a long-term, serious relationship with somebody far more risk-averse than I. Add it all together, and it was time to straighten up and fly right.

Life was fine enough. However, I had begun to wonder if that was all there is. Would life ever truly be interesting again, or had I already peaked at 26?

Insidious at first, that existential unrest hit flush in late June of that year. While on a cross-country road trip, I suffered several panic attacks.

At first, I didn’t realize why – and if you’ve ever had a panic attack, you know that the confusion surrounding it makes the whole thing worse. The more you think about it, the more severe it gets.

“What’s wrong with me? Why can’t I just enjoy this? Am I dying? I might be dying, in this rental car in the middle of Louisiana!”

In hindsight, I’ve come to realize that the time spent driving from New Jersey, down to New Orleans, across to San Diego, and back again had finally afforded me time to be with my thoughts. Between commuting to New York during the week, and the Philly area where my girlfriend lived on the weekends, I hadn’t had such a luxury in a long while. My life had become a series of going to the next place, for the next thing, for somebody else. On paper, I was crushing it more than I had ever crushed it before. However, my footrace with the Joneses had left me moving without a sense of identity or purpose.

Now, I was faced with the opportunity to organize my thoughts, ideas, and everything else I had been suppressing for the sake of being “normal.” I was overwhelmed and unprepared; I had absolutely no idea where to begin…

Coach’s Corner: Do You Know Your Own Value?

This article was originally published as a guest post for our community partners, Music on the Move Studios.

No matter your role in the creative ecosystem, you must present yourself as though you have something to offer that nobody else can.

But, here’s the kicker…

You have to believe it first!

One time, I had a coaching client. He was a musician, putting on a weekly open mic night at a local establishment. When I asked him how much he was charging for his time, he told me he was doing it for free, and that he didn’t think the venue would pay him.

I responded by assuring him that he could — and should — be getting paid for the service he was providing to the venue. His response?

“What service am I providing?”

Live entertainment, for one thing. As a performer, he had invested years of time and effort — not to mention, thousands of dollars — into his craft. And, because this was an open mic night, he was bringing the establishment even more business by inviting other artists and their loved ones to participate. In addition, any time spent promoting the series through his own digital channels was valuable time spent.

Even after that, he made it clear that he wasn’t interested in negotiating a rate with the venue. (We also didn’t remain working together for much longer, as you might imagine.)

The greater issue here is that he didn’t recognize the value in what he was doing. By offering it for free, he invited the venue to undermine his value, too.

We’ve all done this, right? We want to get business in the door — or gain “experience” — so, we offer our time and often-already-developed talents at deep discounts (or worse, free of charge). We think that having additional portfolio pieces will pay dividends for more business down the road. Sometimes, they do — and sometimes, we still remain in our own way when it comes time to negotiate a fair rate. That could become even more complicated once word-of-mouth gets around that we’re the “cheap option.”

It’s up to us at entrepreneurs to break that cycle, and we must do it by communicating our value. That means charging according to our experience, the value of our time, and what we uniquely bring to the table that nobody else can. We also must factor in that our needs — not just as business owners, but as people first — must be met.

The machine can’t run if the engine breaks down.

That’s you. You’re the engine.

Value yourself in a way that keeps the machine running strong.