Two Months in Business, What Did I learn
8 June 2024; Hierarchy of Sound at Tree House Cafe in West Sacramento.
Hi friends! Yes, it’s been two months since the conception of my baby, Hierarchy of Sound. According to my business license, my official start date was April 9th 2024. Running my own company has always been an inconceivable dream for me since I never felt I possessed the work ethic of a professional businessman. And after two months, I learned I just don’t have that unruly grit. For context, I grew up as a door matted softie and a “yes-man” since the beginning of elementary school. Perhaps this trait became the biggest blessing, yet curse of this whole company. But with any new business, I learned to bear an entirely new skill set and loving my own way of leadership. While by no means Hierarchy of Sound reached its peak, we are well on our way. This blog represents my experiences running my own sound company and purely motivated by my own opinions.
Hierarchy of Sound team with Yacine Ofoe and Jon Wiilde
Money isn’t everything (at least starting out)
I knew from the beginning my first gig wasn’t going to pay $150/hr, but I didn’t know my first gig will pay $1.58/hr. Unfortunately, after paying my employees and renting a Uhaul, I made $17.38 for a 11 hour day. I didn’t even make enough to buy a McDonalds meal for the drive home. I felt defeated to the point where I felt my company was mismanaged by myself. However after much deliberation and death scrolling on Instagram I ran into this post;
These are instagram stories from the night I made $1.58/hr. Both performers and the audience enjoyed the event through my own production. I suddenly gleamed with pride as my company gained this notoriety through the public eye. I soon forgave myself for making so little that night and instead appreciated how freaking awesome the night became. Success isn’t solely based on intrinsic value, but also on connections made and lessons learned. In the end, many enjoyed the night and the event organizers wanted me back. To me, that’s priceless.
9 May 2024; David, Jonny, and Evan at their first gig
Love your team
I vividly remember talking to David (left) about starting a live sound business. Simply put, I bought a Yamaha QL1 a hour prior and told him during a class “I bought this console, do you want to start a live sound company?” After compiling both of our equipment, we entered our first gig, albeit blindly, at my old High School. As time flew and chaos ensued, the immense stress of this gig made me reconsider my life choices in live sound. Since the stage wasn’t set up on time, we skipped soundcheck and gain staged the vocal mics forty-five seconds before the first act, only to find zero signal. While on the brink of tears, I ran to check my mic patching and the mic batteries and concluded everything checks. Strangely, my hands naturally fell into a praying motion as I ran hysterically on stage. As the performers began speaking into the silent mics, I noticed out of the corner of my eye, the wireless mic receivers were not switched on. I pressed the power button then, like magic, sound graced throughout our PAs. As I walk back to front of house, David took the over console and mixed the first set. I meanwhile, collapsed in the chair next to him. Perhaps for this reason I will always bring David to future and all gigs. He’s the crutch I rely on and the right hand man when something inevitably goes wrong. And when something does go wrong, it’s our fault, not just mine.
In the very early stages of Hierarchy of Sound, I took free gigs in the hopes of establishing credibility of the new brand. While I tried my best to pay David, I couldn’t afford to pay Jonny (middle). Yet the lack of financial compensation never deterred him from learning live sound. He shows up to every gig ready to unload, and eager to learn the complexities of Yamaha QL1 mixer. His pursuit for knowledge fueled by his destiny in music, excites everyone around him. As our business grows into higher paying gigs, Jonny certainly receives compensation, but his influence to our team is priceless.
Other staff Include Elijah, Sam, & Max who always make gigs fun and there when times get really tuff.
These are the people I need to run a stressful live sound business. It’s their balance and insight I yearn for. At first, I sought partnerships with other production companies only to be wronged. But through the turmoil I realized it’s only my team I need. More gigs will inevitably come as I curate more connections and offer good services. Growth is repeatable, but my team is irreplaceable.
Don’t Undervalue Yourself
Throughout this article, it seems the lack of money has been a common theme. Part of the reason is the infancy of our brand, but mostly my terrible habit of charging too little for gigs. While cheap gigs allows experimentation and opportunities for higher paying gigs, it isn’t sustainable for any profit driven industry. The consequence for charging to little is repeat customers will expect the same low price every time, leaving me little leverage for negotiation. Another consequence is burn out since I’m always taking eleven hour gigs for little pay. Admittedly, I needed these low paying gigs to get started, but in the moment, I didn’t realize taking cheap gigs set precedent for potential clients.
Furthermore, quoting more cheap gigs revealed a personal fault in my own mentality. As stated earlier, I grew up as a door matted softie, so naturally I always feared rejection and “no” as an answer. Thus, I quoted clients too little so they couldn’t say no. I chased the quantity of gigs, but consequently overbooked and undervalued myself.
Conclusion
Two months in the books and I must say, taming this business remains such a glorifying process. Even as I still grapple with my own self worth and the value of my time, I have reaped the benefits of every decision since the beginning. No words could describe the pride I feel at the end of each gig and the opportunity of writing this article. One day I will look back and think of one hundred more things I learned. I’m excited for that day.
