Navigating the music business presents many challenges regardless of age or sex; however, women 40 and over face their own unique set of obstacles. In our youth-centric culture, this segment of the business is often overlooked, perpetuating the cycle. Tackling this head on, Ladd, an Austin-based musician and entrepreneur, recently launched Wavemakers, a movement geared towards raising awareness how women over 40 are perceived, particularly in the music business. Ladd is seeking to debunk this parochial thinking by exploring ways women over 40 can make their mark pursuing their passions while earning a living.
Literally 25 percent of the U.S. population are women over 40. This translates to roughly 800+ million or one in every four people. This age group often has more purchasing power than a younger demographic and are frequently the heads of their households deciding how money is spent. Brands not only want them but need them. So, the goal is for both businesses and artists to mutually reap the potential benefits by embracing this often-underserved demographic. At this pivotal stage of their lives, women who are launching or re-launching music careers require more robust income streams. This includes securing substantial ways of earning a living and funding projects that can achieve broader impact.
Most ideas that re-shape mass thinking usually grow out of one person’s dissatisfaction with the status quo, realizing that what they are experiencing, others may be too. Ladd, who launched her music career as she states, “later in life,” was feeling behind those who had a head start. When she released her second album, facing various obstacles, she did a nationwide search to find an act to open her release show, specifically targeting women in this age group. When she learned how many women out there were facing the same challenges, she took action. “I founded Wavemakers with the assumption that I would connect these women to each other and then I wanted to make sure that there was economic opportunity.” The goal is not to try to change the music industry but to create an environment where women in this demographic can flourish which in turn can potentially change how they are perceived in an even bigger way.
One of the early steps toward realizing her vision took place this past May when Ladd learned that the Austin Woman’s Way Business Awards and Gala could not use music from established songwriters creating an opportunity for independent artists. Becoming the official music sponsor of the event, Wavemakers enlisted members to submit tracks written and performed by the members themselves to be used during the award ceremony. They received a license fee for use of their music while raising their visibility in the Austin business community.
For members with a body of work, but for various reasons needing help completing a project, Ladd initiated a grant program where recipients were chosen based on the strength of their personal story, with each submission consisting of why that project was meaningful vis-à-vis their story, and how the money would benefit them. $35,000 in grants were ultimately awarded to 11 winners to use towards their musical endeavors.
All women musicians ages 40+ are welcome to join Wavemakers free of charge and enjoy access to their core resources. Members who want to take their music further can opt in for specialized services—ranging from production support funded through grants, to amplified promotion via social media and our Wavemaker network, to strategic distribution aimed at licensing music with brands, plus personalized professional consulting, and coaching.
To assist women with putting plans in motion, Ladd has joined forces with musician and life coach Wendy Colonna to help women not only bring their projects to fruition but offer support with any professional challenges a member may face. For example, releasing an album entails its own process from budgeting to production, distribution, and marketing, which is just as important as the production itself. Whether it’s being educated about the process or just knowing someone is in your corner can go a long way.
Wavemakers is also exploring ways that brands and artists can benefit each other. Most recently, Ladd hosted an event which attracted some national brands, including Google, AT&T, Next Tribe, Consuela Bags, and more. The goal is to see how music might be tied to these brands and others, creating a revenue stream for members as well as raising their visibility.
Playlists are another avenue they are pursuing. It’s a proven fact that fan power goes a long way and can be as effective as any marketing tool. Based on this premise, the group has created seasonal playlists consisting of members’ only tracks with the intention of reeling in more fans.
In short, there are a multitude of resources an artist needs, from help with the recording process to promoting live shows, monetary support or just simply someone to share the journey with. While there are many women’s music support groups and networking outlets, Wavemakers is the only organization with this unique mission and platform. Though still a young movement, the intention is to spread the word with an aim toward rolling it out in other cities, ultimately becoming a national organization. To sign up for membership and/or to receive the newsletter go to wwimusic.com. That is the best way to find out what events are going on around town and receive updates about the community that Wavemakers is building. And of course, you must be a woman musician 40 or older to join.
Though there is still a lot to flesh out, there is no shortage of dedication and enthusiasm on Ladd’s part. Knowing there is an organization standing behind them is a huge step in the right direction.
