Today we’d like to introduce you to Sarah Shuel.
Thanks for sharing your story with us Sarah. So, let’s start at the beginning and we can move on from there.
If you’d have told me three years ago where I’d be today, I probably wouldn’t have believed you. I’ve always had a sense of drive to do something greater than the norm – something that makes a difference in the world, something that leaves an impact, something the helps those around me. That’s probably why I’ve bounced around so much in my life until now, from interest to interest and wherever the wind blew me.
However, even two years ago, I had pretty much given up on that. I was beginning to settle for the fact that I’d probably lead an entirely ordinary existence.
I always had a general idea that I wanted to do something creative. In school, I studied journalism, art history, and political science, which gave me the opportunity to explore a lot of different areas and learn about a lot of different ideas. My studies took me around the world – from Italy to Spain to Greece to China to Vietnam to Cambodia and to Thailand – where I learned about people from all walks of life, and where I learned that defining your own happiness doesn’t necessarily mean fitting into the traditional ideals of “success:” money, power, and status.
For the great majority of my life, I’ve worked in corporate marketing, whether for a major corporation or as a freelance contractor for smaller, more creative ventures. However, a couple of years ago, I stumbled into what would later become my passion and calling in life.
I was fresh out of two really terrible situations. I had just left a relationship with an abusive partner, and I had left a job with an equally abusive boss. I lost everything that I felt I had worked so hard to build in the span of 24 hours, and I didn’t know where to go from there. My “self” was shattered. I didn’t trust my own judgment; I felt like a failure; I was so afraid of the big, bad world that was out there that had hurt me so badly over the past few years. It was a really dark time, and I can’t tell you how grateful I am for the support system that held me up – my parents, my friends, and even acquaintances who came out of the woodwork simply to help me. I really retreated inside myself, and to a degree, I gave up on finding true happiness and on doing anything extraordinary in this life.
By a stroke of luck (or fate?), I reconnected with one of my best friends from college – Alyssa – who was (and still is) dating the sax/trumpet player for “this great band.” I started going to the band’s shows, and soon, they asked me for some help with their marketing. I took over marketing and social media for the band – Float Like a Buffalo – and then, slowly, over time, began taking responsibility for their PR, booking, reputation, and all marketing tasks.
Float Like a Buffalo. Gosh, they mean the whole world to me. I don’t think they even know how much they saved my life. It’s because of them that I know what I’m meant to do, and it’s those seven and their community that have become an extension of my family. I’ve worked with them now for almost two years. They inspire me every day, and, through them, I discovered that my crazy skill set lends itself to managing bands, helping deserving bands and musical acts get into the spotlight, and to building a supportive community of musicians. Fast forward to August of this year, when I launched my very own company – Sonder Music Management. I already work with several bands, and I’m so excited about where this is going to go.
Now, I’m standing here on the edge, working hard to create something truly great.
I really believe that we have something special here in Colorado, especially Denver. For anyone who is familiar with art history, you’ll remember a period of art called The Venetian Renaissance. This period was so special. Venice, at the time, was somewhat separated from the rest of Europe because of the city’s geographical location and because of its history of Byzantine trade relations. This made for a completely unique renaissance. Venetian painting and art as a whole did not find much influence in the rest of Europe. They produced something entirely signature. I believe the same is happening in Denver with regard to music. Something really special is happening here – something that isn’t happening in any of the other large cities in the country. The styles of music and types of musicians coming out of Denver are different than anywhere else. I think we have the opportunity to make a truly great music community – a community filled with artists that support each other; that raises a tide that lifts all ships.
Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
This venture has honestly been like jumping blindly off a cliff. It has gone smoothly, to a degree, but starting a business, especially in a creative industry, and even more especially in an industry that’s just now figuring out its identity, is bound to have its fair share of hiccups. This is completely uncharted territory, but I got to a point where I had to take the leap – I had to put myself out there. It’s scary as all get out, but every second is worth it.
Again, I am so lucky to have the support system that I do. Every time that I find myself doubting my ability to do this, my people are always there to lean on and build me up. I couldn’t do it without them.
The biggest struggle that I’ve faced is an internal one. Changing my own idea of what it means to be successful has been a long road. Seeking a future in which I don’t go to an office every day and work the traditional 9-5 feels like failure to me. It’s a mental battle every day to see myself as successful for launching myself into my passion. I definitely falter every now and then in believing in myself and having faith that I can do this, but I just keep going.
There is a quote I like to refer back to in my weak moments:
“Keep going. Your hardest times often lead to the greatest moments of your life. Keep going.” – Roy T. Bennett
To other women, I would say my greatest advice is to believe in your own happiness and go after it, without abandon or hesitation. Build your support network. Don’t leave space for toxic people. Make sure everyone and everything around you makes you better every second of every day. And then, keep going: you are more capable than you will ever know.
Please tell us about Sonder Music Management.
In the most basic sense, I manage bands and other musical artists. What that means is that I work toward connecting and understanding musical acts, and then I handle their social media, marketing, public relations, reputation management, booking efforts, and in many ways, help them pull off unique productions that set them apart from any other musical acts.
I specialize in taking bands that are right on the edge of larger-than-local success and helping them reach that next level. I take bands who have done the work, built their following as much as they possibly can, and have a solid identity, and I bring them to the larger rooms in town, help them reach a national audience, and help them climb the ladder of the Denver music scene.
I suppose what sets me apart is that I do not fit the traditional mold in this industry at all. I’ve been criticized many times on the fact that I do things differently and I don’t follow the pre-made path to success. I like thinking outside of the box, pushing the envelope, and making the impossible possible. I’ve learned to listen to the criticism and to take what I can from it, then move on with conviction in what I’m doing. Being different isn’t the same as being wrong, and I’d like to think that my track record speaks for itself.
I tend to only work with bands that I feel a real connection with. I do my best work when I share the vision and have personal relationships with the band members.
I am very proud of what I’ve been able to do over the past two years. I’ve been able to take bands who have something really special and expose it to the world. I’ve worked hard to build connections to achieve goals that still blow my mind. I worked with Float Like a Buffalo to get them on the Red Rocks main stage this year, to help them achieve the honor of Denver Westword’s Best Funk Band, and even to get them up to Jazz Aspen Snowmass. I’ve worked with Silver And Smoke on getting them on Denver’s major stages, and am so excited that we were able to snag them a headlining spot at The Bluebird on January 2nd.
I’m also really proud that I’ve been able to do the work on my introvert-self to build the relationships I have.
Were there people and/or experiences you had in your childhood that you feel laid the foundation for your success?
Absolutely. I had it really good growing up. I admire my parents more than I will ever be able to say, because they gave me a secure place to learn and grow, and they always encouraged my ambition. “You can do anything you set your mind to” is not taken lightly in my family household, and I grew up truly believing I could achieve whatever I want, as long as I put in the hard work. My ambition as a woman was always treated like something to be proud of.
Also, my parents had another daughter before they had me – Danielle Melissa. She died as a baby due to some significant health issues that couldn’t have been prevented. I am so proud of the way my parents made her a part of my life. I grew up knowing how lucky I am to have the chance to live, to really live, and that whatever I do with this life is for me and for Danielle. I like to think that wherever she is, she serves as my compass in life. Whenever I have a dilemma or feel like I can’t do it, her energy propels me forward. She is always with me.
Contact Info:
- Website: sondermusicmanagement.com
- Phone: 720-936-0020
- Email: [email protected]
- Instagram: https://www.instagram.com/sondermanagement/
- Facebook: https://www.facebook.com/sondermanagement/
Image Credit:
Brandon Thrift, Kenzie Blink, Cindy Shuel
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