We had the good fortune of connecting with Heather Allen and we’ve shared our conversation below.
Hi Heather, we’d love to hear more about how you thought about starting your own business?
Crooners In Coffeeshops was formed at a time in my life where I was feeling stuck, career-wise and in life in general. My spark had almost entirely dulled out because every time I thought about starting it, I convinced myself that it wasn’t “the right time.” Around that same time, I had been seeing articles and videos interviewing people on their deathbed on what they regretted most in their life. A lot of those people mentioned that they regretted not taking a chance on their passion even if it was just a hobby. I did not want to one of those people, and I finally convinced myself to get a game plan going. I had always loved interviewing musicians and would always find myself scheduling to meet at coffee shops for a more relaxed atmosphere, and decided that I wanted to continue that format with Crooners In Coffeeshops. I did 3 months of prepping for the launch on June 24, 2018, which included pre-launch interview sessions, photoshoots, graphics meetings, and website testing. Since our launch, Crooners In Coffeeshops has been a constant opportunity for learning and growth, including our stepping into the podcasting realm in 2020. Finally starting this project and seeing it grow in more ways than one is what keeps me wanting to continue on this wonderful journey.
Let’s talk shop? Tell us more about your career, what can you share with our community?
I had every opportunity in the beginning stages to fall under a specific niche and becoming one of many music websites that might get lost in the crowd of oversaturation. But instead, I went with my gut and stuck with something that I was familiar with, interviewing musicians in coffeeshops, something that I had been accustomed to in my prior publication work. Being one of the few music AND coffee-focused blogs/podcasts out there, I surprisingly do not feel any pressure to be ‘the best.’ I focus on what I know I can accomplish on my own and am not afraid of calling in a professional for help with something that I might not be as well versed in. I also try to remind myself that as an independently run business I make the rules but there is always room for learning and growth, which I think helps in stressful situations. The biggest challenge for Crooners In Coffeeshops came with the pandemic, in which we were forced to make a choice on potentially fading away due to lack of content or finally making the step into the podcast world. One year later into Crooners Cast and we are the happiest we have ever been! Podcasting has given us the chance to interview artists outside of Los Angeles and is a great first step into helping us achieve our goal of being able to travel all over the world with Crooners In Coffesshops.
Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
-Descanso Gardens -Nimbus Coffee DTLA
-a walking art tour of the street art in Downtown Los Angeles
-Universal City Walk
-The Viper Room Hollywood
-Golden Apple Comics Hollywood
-brunch at Rush Street Culver City
-Black Heart Coffee Lake Balboa
-Tortugo Brewing Inglewood
-Indie Brewing DTLA
-Supersweet Tattoos & Coffee Echo Park
-Taiko Sushi Brentwood
-Hilltop Coffee (multiple locations)
-Pulp Fiction Comics Culver City
-GameHäus Café Glendale
Who else deserves some credit and recognition?
I would love to shoutout:
-Planet LA Records (@planetlarecords) for taking me on as an intern in 2013 and providing me with numerous opportunities to network with industry professionals on top of being a wonderful support system for all of my endeavors.
-Peter Fornos (@thepainteddog) for creating my wonderful logo.
-Jacob T. Emery for being the best in-house videographer a girl can ask for and for loving me unconditionally.
-all of the artists and coffee shops who have become a part of the Crooners Family over the years.
-my amazing assistants who’ve been godsends during 2021 with still being in the middle of a pandemic.
Photos Courtesy of Crooners In Coffeeshops