Striking the Perfect Chord: Bridging Marketing and Wellness in the Music Industry (Guest Column)

When introducing myself as the vp of marketing and wellness at Guin Records, a title that doesn’t conform to the usual melody of the music industry, I’m often met with raised eyebrows and intrigued inquiries. This blending of roles — pairing the vibrant, creative world of marketing with the crucial, human aspect of wellness — might seem unconventional to most in our industry. Yet, this combination isn’t just possible. It’s essential and, I would argue, long overdue.

The responsibilities of my role involve walking the line between two worlds. I champion and promote the music our artists create, steering the narrative to connect deeply with new audiences and core fans. Simultaneously, I cultivate an environment that nurtures the mental and emotional well-being of our artists and staff.

At Guin Records, we embed wellness into the very fabric of our ethos and values. We recognize that the creative process, while exhilarating, can also be emotionally taxing. We acknowledge the highs and lows, the euphoria and the vulnerability that come with artistic expression. Therefore, we prioritize the well-being of our artists, empowering them to create and share their music in a sustainable and healthy way.

Why is this important? Because music is profoundly human. The music that touches our souls, the lyrics that resonate with our experiences and the performances that captivate our senses — all are born from the hearts and minds of individuals. Artists, like all of us, require support, care and an environment conducive to their growth and well-being.

How do we accomplish this? By acknowledging that an artist’s well-being is not a peripheral concern but a core element that directly impacts their art as well as our bottom line. As a concrete step, we offer non-recoupable wellness stipends to our artists. This financial support allows them the freedom to invest in their mental and physical health without burden.

Moreover, we maintain a strong alliance with non-profit entities like Backline, ensuring our artists and team members have readily available mental health resources. We’ve proudly signed the “Breaking The Barriers” pledge, committed to helping knock down long-standing roadblocks that often keep BIPOC communities from getting the mental health care they need. To further our investment in our team’s well-being, we’ve instituted a “Mental Health Day Policy.” This grants our employees the liberty to take much-needed breaks for personal rejuvenation; fostering a culture of prevention against burnout. After all, in nurturing our people, we nurture the music.

So I call on my industry peers to turn the volume up on this crucial conversation. Let’s recognize that a healthy artist creates better music, and a team that feels supported performs better. Let’s shift our industry narrative to one that doesn’t just produce beautiful music but also upholds the well-being of the beautiful minds behind it.

By prioritizing wellness, we’re setting the stage for a more sustainable, empathetic and human-centered music industry. By championing the music we love while investing in the well-being of those who create it, we pave the way for a sustainable industry that supports everyone involved. It’s not just about the end product but about the process, the people and the passion that fuel it all.

Brandon Holman is vp of marketing & wellness at Guin Records, whose artist roster includes Asha Imuno. Holman is also co-founder of The Lazuli Collective, an experiential wellness agency that delivers wellness and mental health programming to audiences around the world through events, music and consultancies including the Coachella Arts and Music Festival.

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