Tag Archives: Gerard Longo SXSW

#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!

SXSW Workshop: Building Authentic Connections as an Independent Artist

Rooted in 11+ years of growing a multimedia and educational ecosystem for independent musicians, ‘Perfect Your Pitch: Building Authentic Connections as an Independent Artist’ is the quintessential guide for up-and-coming musicians building their artist platforms. We walk through the steps of developing your authentic artist brand, connecting to your audience, and using the momentum gained to find opportunities in media, live performance, and partnerships while building a sustainable, profitable creative ecosystem—on their own terms.

SXSW Music Mentor Session: UMC Founder/CEO Gerard Longo

LEARN MORE HERE

Gerard Longo is the Founder/CEO of Underground Music Collective (UMC), a Nashville-based educational and multimedia platform serving the music industry and independent creatives, everywhere. For more than a decade, UMC has impacted thousands of musicians, creatives, and industry stakeholders through multimedia content, live music experiences, and the UMC Academy artist mentorship program.
Among his many accomplishments, Gerard has spearheaded UMC’s collaborations with local, national, and global brands, including Universal Music Group, Red Bull, Nashville Predators, Tennessee Titans, Creative Artists Agency, Liberty Tax, Helping Our Music Evolve, and Redfin Real Estate. Gerard has been featured across major media outlets including iHeartRadio, Fox News Digital, and MusicRow Magazine; and as a speaker at major conferences and festivals across North America, including SXSW (2025), NOLA MusiCon, Musikfest, Gussapolooza, and more!

Road to SXSW: Here & Now

It’s impossible to truly predict what lies up ahead, once you decide to take action.

In my forthcoming book, 60+ Lessons from the Creative Journey: A Handy Guide for the Budding Entrepreneur, I start by going all the way back to the beginning. Without giving too much away, I was searching for direction post-college and post-football. My life seemed great on paper — well-paying job, steady relationship, holding my water in an endless footrace with the Joneses — but there was something unsatisfying.

I didn’t have a true purpose.

I then tell the story about how, one August night in 2013, I was hit with a spark of inspiration that led to the creation of The Quinn Spinn (now the official podcast of Underground Music Collective, in its 12th year!). I knew absolutely nothing about what it took to start a podcast, let alone keep up with the project. I had no way of knowing the roads I would travel from this point of singularity — the people I’d meet, the places I’d go, or the lessons I’d learn.

I was just a post-grad trying to find meaning. For the first time since I hung up my cleats for good in the year prior, I had found it.

In these formative moments, it’s easy to be filled with starry eyed wonder, as you dream of the possibilities up ahead. Back then, my co-hosts and I thought we’d keep putting out episodes and, after about six months or so, some radio conglomerate would discover our immense talent and whisk us away to national syndication. Our lives would forever change.

Certainly, the journey has changed my life for the better. It’s nothing like I thought it would look — and, as it turns out, that’s a beautiful thing.

After all, it led me here. It led me back home to Bethlehem, PA in the mid-2010s, where this very blog was launched under a different name. Then, it led me on a Starseed journey to Nashville at the end of 2018. Since then, I’ve had so many chances to better understand and connect to the greater creative landscape — in Music City, and everywhere else — and uncover the impact I’m called to have.

More than anything, I feel called to use my experiences to help others. I feel called to teach practical lessons — about business, creativity, and life. I feel called to lead people to discover the best within themselves, so they can build and create from a place that is undeniably theirs.

And so, on my birthday (March 10) in 2023, I launched the UMC Academy. I’ve been providing one-on-one coaching to independent artists and creatives ever since. We’ve had a chance to learn and grow together, and I’ve found myself inspired any time the spark of a fresh idea comes into the fold during a session. I love helping creative people organize their thoughts — back in those early days, I sure could have used help organizing mine.

Then, in 2024, I decided to take this show on the road. I had the opportunity to speak at several conferences, festivals, and in educational settings. I forged new connections, and even got to continue working with some of the people I’ve met in the process (shoutout to our first-ever class of BRANDCAMPers!).

All the while, I had my eyes on a particular prize. I had my sights set on SXSW.

Last summer, while in a fever pitch of applying to speak at conferences, I saw an opportunity to apply to SXSW as part of their PanelPicker process. I was intrigued, clicked the link, and filled out the application on the spot. I knew competition would be steep — this is one of the most influential tech, music, and film events on Planet Earth, after all. At any rate, if I didn’t try, I would never know.

I received solid support throughout the public voting portion of the PanelPicker process. Friends, family, and colleagues went above and beyond spreading the news. It felt good to know that I have so many people on my side.

Would it be enough? All I could do was wait to find out.

And so, that’s what I did. Throughout the rest of the summer and into fall, I continued speaking, creating, and building the UMC ecosystem, brick by brick, as I’ve always done. I wasn’t sure when (or if) I would hear back, but I wanted to be ready for any outcome.

Then, one October day, I got the outcome I wanted.

I was officially accepted to be a workshop leader at SXSW 2025!

I jumped up, did a full-blown victory lap, fists raised, around the studio, and told anybody within earshot that I had made the cut. I made a couple of important phone calls to deliver the news personally, and I spent the rest of the day in appreciation of the journey so far — and the road ahead.

This is a coveted opportunity for thought leaders all over the world, and it was mine!

This is an opportunity we dream of having on “the great someday” — the point in the future that we can only imagine. We’re not quite sure how we’ll get there, or if it’s even possible for “someone like me.” We continue creating anyway, pushing through all of the challenges and resistance we encounter — internal or external — just to keep ourselves in the game.

Then, one day, different doors begin to open. The work we’ve put in through the years — and the wisdom we’ve acquired — begins to pay off in the form of new opportunities and the ability to have a greater impact. In these moments, it’s important not to get caught up in the notion of whether or not we’re truly “ready.” If we weren’t, we wouldn’t have been invited to a dance quite like this.

This is no longer a possibility for “someday.” It’s a reality that is in front of us, here and now.

And so, we must give ourselves permission to step into a new realm of possibility. The door is open. How we walk through it determines what will come next…