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!
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.
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!
Philly’s Foxtrot
& the Get Down are having a monster 2019 so far. They swung through
Nashville on their way to SXSW last month, and they’ve made plans to follow
that up with new music to add to their already impressive collection.
On April 5, they followed through on their promise with their latest single, “Too Little, Too Late.”
Hear the single
Following the Lehigh Valley Music Awards on Sunday, it’s a musical New Year, fresh with possibilities for the Lehigh Valley and its many talented musicians.
Many of them will look to start it off strong at these…
Can’t-Miss Shows of the Week!
Thurs., Mar. 10 | 7 p.m.
The Originals Music Series
Venue: Chicago Restaurant, 1179 Airport Road, Allentown, PA
Admission: FREE
Description: The Fyre & Ice Show on Neue Regel Radio presents its weekly showcase, sponsored by Fireball Whisky.
Fri., Mar. 11 | 10 p.m.
VoirVoir’s SXSW Kickoff Show
Venue: The Funhouse, 5 E. 4th St., Bethlehem, PA
Admission: $4
Description: The Funhouse serves as the launch pad for the local band’s trip to Austin’s South by Southwest Festival. Under the Clothesline is on to support.
Mar. 11-13
Blast Furnace Blues Festival
Venue: ArtsQuest Center at SteelStacks, 101 Founders Way, Bethlehem, PA
Admission: Variable
Description: Blues artists from around the world descend on Bethlehem for the annual festival, sponsored by Highmark.
