and that faith will carry us through. “People ask me all the time, what is my passion,” says John. “My passion is not construction. It’s not watching a building go up. It’s the people. It’s putting together teams and seeing them succeed.” However, in the beginnings of Keller Construction, I bet John had to wear more hats than ‘chief team cheerleader’— probably still does. Lucette’s passion is obviously singing and song writing. However, building a business around passion and talent, while romantic, isn’t always feasible or profitable. She spoke passionately about creating a fresh, unique product and standing by its integrity. She has a vision—the beginnings of a great brand. But being rigid about the product or the vision is not always in the best interests of the brand, the business, the market or the individual. If Apple had stuck with the vision it had before Steve Jobs returned, it is highly unlikely it would be where it is today. When asked about the plan for the future and the financial side of the product, Lucette wasn’t nearly as interested in the outcome. In my experience, this is where both entrepreneurs and artists fall short by relying solely on the ‘if I build it, they will come’ mentality. The product is only part of the
EDMONTONIANS SPRING 2012
puzzle. There also needs to be a plan, strategic and measureable goals as well as financial accountability. The music business—and, it is definitely a business—at a basic level runs like every other business: There are suppliers, contracts,
Lucette aka Lauren Gillis
managers to engage… sales to make… bills to pay… consumers and investors to please. Even though the industry, like the print and television industries, is going through major changes, some of the basics won’t change.
Lucette seems to have had her first few lessons in the business of music. After a trip to LA to meet with record labels, her manager asked why she didn’t seem excited. Wisely, she said, “I don’t get excited unless there is a piece of paper work in front of me.” A sad but true reality in business. “Managers, agents publishers—they are not your friends—they work for you. They’re there to guide you and take your product and make it big. And that’s something I’ve learned.” Looking ahead, these two not only have the opportunity to create meaningful, moving music, they also have the opportunity for something entrepreneurs and artists both need: mentorship. Lucette is talented and smart. She has the beginnings of a great product to bring to market. John is musically gifted and entrepreneurially motivated. Together they have an opportunity to share knowledge in both arenas to build a wellrounded artist, promoting a professional product, with enough knowledge of business to not only survive but thrive. It is time for another leap of faith… out of the world of the ‘reluctant’ entrepreneur into the world of the business of music. √ Erin Rayner is president of ED Marketing and Communications Inc. Contact erayner@edmontonians.com
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