Woman of Influence How to Pivot Your Passions and Grow a Business with Cathy Heller
Apr 1, 2020
Cathy Heller, creative entrepreneur and songwriter who helps artists turn passions into businesses. She recounts leaving the traditional music path, discovering music licensing, and building courses and a podcast. Short, practical stories about pitching, finding who to serve, moving past imposter feelings, and creating sustainable creative careers.
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How A Label Drop Led To A Seven Figure Music Pivot
- Cathy Heller pivoted from chasing a record deal to licensing songs for TV, ads, and brands after being dropped by a label and running out of money.
- Within eight weeks she landed a $25,000 Kodak placement and then wrote for Target, Coca-Cola, The Office, and more, sustaining a decade-long career.
Ask What They Need Before You Pitch
- Ask the people who hire music or buy your product what they actually need instead of sending what you already have.
- Cathy cold-called music supervisors, learned they wanted "sister songs" and "overcoming" themes, then wrote specifically for those briefs.
The Big Opportunity In The Middle
- There's a wide middle between fame and obscurity where niche creators can build sustainable businesses serving small communities.
- Cathy points to micro-communities making multi-six figures teaching niche skills like knitting, pottery, or sourdough content.