Meet Katie Ferrara | Singer Songwriter

We had the good fortune of connecting with Katie Ferrara and we’ve shared our conversation below.

Hi Katie, can you walk us through the thought-process of starting your business?
In general, I think most people don’t see independent musicians as a business, nor do most indie musicians operate like one. It is a “glorified hobby” until you find a way to make it your main source of income that grows over time. I’m still learning how to better operate my business because I didn’t start with a model in place. For a long time I was just playing music because it made me happy. I did any type of gig that I could get and most of them were unpaid. I used my social media casually, instead of with intent.

Over the years, I’ve built relationships with venues, agents and other musicians to book consistent paid gigs in hotels, restaurants, weddings, and corporate events. I was able to transition from a hobbyist to an individual who provides a valued service to people in the form of entertainment. I started to use my social media to connect with fans in a meaningful way through live streaming.

In terms of recording my original music, I’ve found ways to utilize my online fan base to run crowdfunding campaigns so that I can continue to record and release albums.

I can now confidently call myself a small business because I earn money from my art. It’s not a lot but its enough to keep myself in the game and continue doing what I love. I wouldn’t have been able to do music for the past 10 years if I didn’t think of myself as a business.

Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.
As I mentioned before, I never thought I would be a full-time musical artist in Los Angeles. The road has not been easy, mainly because of the financial challenges associated with crafting original music and keeping a steady paycheck.

I was able to overcome these financial challenges by persisting at being the best live performer I can be. I have had a deep passion for singing since I was a kid and this fueled my commitment to doing anything in my power to play in front of people as an adult. In my earIy 20’s, I put my music on the back burner because I was afraid that I wouldn’t make enough money to support myself. It didn’t make me very happy and I wanted to change my life around.

About 10 years ago I made a new years resolution to busk on the Santa Monica Promenade. On my first day, I made $100 within an hour. This was the solution to my money concerns. I now had a way to budget and save my tips so that I could buy better equipment for gigs. It also gave me the discipline to practice learning covers and songwriting everyday. Over the years I’ve managed to earn more money from live performances through playing at hotels, restaurants, private parties and corporate events. Consistency and commitment to a daily regimen has also helped fuel my original music goals. I post regularly on my social media and live stream my performances in order to build relationships with fans. I journal and write new music on a weekly basis even when I’m not feeling up for it. The habit of simply “showing up” has created structure in my life I can fall back on when times get tough.

Another challenge I’ve faced as an artist has been knowing my value. When I first started playing in LA, I made some bad decisions and worked with promoters who asked me to sell tickets on the sunset strip for little to no pay. I paid cinematographers and other musicians money out of pocket when I could not afford to hire any of these people. I paid Spotify playlisters, social media promoters and and publicists for exposure. I was told by industry professionals that I had to “pay my dues” and invest in myself in order to be worthy of attention. Looking back, I didn’t really know myself and what my boundaries were. I didn’t know that I had a choice in any situation because there is no blueprint for the indie musician. What works for one person may not work for another.

Pursing art is not the same as pursuing a career as a teacher, lawyer or doctor in that your path is carved out from the beginning. A person who wants to become a teacher for example needs to go to school and gets a bachelors degree and then a credential. They do student teaching and then apply for a position. A musician can go to school and is sold music industry tips on how to spend money to invest in themselves with no guarantee of a job. A teacher, lawyer or doctor is already valued and respected by society as being a necessary part of our infrastructure. Respect is given with no questions asked. In my opinion, part of the blueprint to becoming a successful artist is teaching others your value through self-discovery and internal work. It’s a spiritual path.

I’ve learned that one way to know your value as a musician is by serving and helping others through music rather than seeking the approval of others. You have to get outside of your own mental world. You have to play where there is a need for music rather than chasing after “opportunities”. When I was first busking in LA, I used to research farmers markets and street fairs to play at which didn’t have any live entertainment. I would talk to the market managers and ask if I could play for people walking by because I thought the music might brighten up their day and be a great motivator to support some of the small businesses around me. People would come up to me and tell me that I my songs made them feel better after having a bad day. We would start talking, exchange business cards or become friends on social media.

My songwriting topics started to shift from unrequited love songs to those about social issues-the need for clean water, homelessness, war, drugs, believing in yourself, connection, and healing. I still love writing love songs, but when the topics started to shift, I felt more connection with fans because they felt seen. I believe that many musicians just want to be seen and a great way to do is that is to make other people feel seen whether it’s through a song or during a live performance. Involving the audience in singing a line of music or clapping makes them feel engaged and part of the conversation. Learning people’s names and dedicating songs to them is a great way to start relationships.

Another way I create value in my art is by creating my own sense of choice in my life. I think too often musicians take on low-paid gigs because they feel that they have to do it in order to survive. This creates a sense of inauthenticity because you end up taking on the gig not because it brings you joy, but because you simply need the money and it becomes just another job, rather than something that gives you purpose and fulfillment. I still struggle with this as a working musician at times. This is why saving up a rainy day fund is so important because it allows you to say “no” when a gig is offered that doesn’t pay well. You can feel confident asking for what you need and if the person rejects your offer, you aren’t missing out because you have other options. Having hobbies outside of music is incredibly important because it allows me to focus on my sense of peace and happiness on a daily basis rather than constantly hustling and being in survival mode. I love cooking, making candles, biking, and hiking. It allows me to connect with people outside my industry in an authentic way in that my relationships are based on a shared common interest rather than what I can get out of others.

This brings up another challenge-having authentic relationships with fellow musicians. Healthy relationships are key to being successful in this industry. I wouldn’t be where I am today without referrals from other artists for gigs, and the trusting relationships I’ve built with all the agents and producers I’ve worked with. I wouldn’t be where I am today without the support of my fans sharing my music or referring me to venues and festivals for booking. These relationships are based on bringing others up in my community and wanting to mutually help others achieve success. Getting to know others isn’t about what you can get from them, but rather what you can offer others. I just don’t think you can owe all your success to yourself. Reputation and how you treat others is everything.

I think too often artists are trying to take the road of the least amount of effort to get quick results. We think if we meet a large number of people it will increase our chances of being SEEN in the SCENE instead of just enjoying BEING in the moment with others.

I made this mistake in the past. Social media is partly to blame because its easy to meet someone and follow their Instagram profile rather than getting to know the real person. Many people move to LA and think their career will kick off within 2-3 years, but I will say that it really takes about 10 years to feel grounded in any new city. 10 is a magical number. It’s the end of a cycle. 10 years is enough time to develop trust with other people and undergo psychological changes within yourself. Community and mentorship is incredibly important as an artist because this is a career that can feel lonely at times. Having emotional support and being around other people who are pursing the same thing is helpful because we can all rely on each other for guidance.

Most importantly, how you carry yourself on social media and respond to difficult situations is the key to overcoming any challenge that comes your way as an artist. People will try to tear you down in many ways and how you maintain your character is what matters. You could have the best intentions in any situation and there will always be someone out there who choses to see a version of you that they want to see. They will try to project that version onto you because it makes them feel comfortable. It’s up to you to chose to chose yourself first. I am tested with this every day. Other people’s opinions of me do not matter. I do not have to agree to the subconscious limits other people project onto me. I struggled with this for a long time because I think because I was very vulnerable with my emotional energy and I struggled to trust others.

In the past, I felt that I was always being met with passive aggressiveness from men and various trolls online and in person. They would send DMs or come up to me at gigs when I was by myself. It hurt my self esteem. I fought it with full strength with anger or self-defensiveness. For example, I often got asked “Are you STILL playing music?” or “you play guitar well for a girl”. I was also asked, “When is the band playing?” (when you are obviously playing solo) or “When are you going to settle down and get married?” My favorite is “Why don’t you go on *insert TV show here*”. Men would comment on my clothes telling me to cover up or to show more skin, smile more, or tell me “You are too happy. I hope you get blown up by a meteor”.

I’ve learned that the only way to deal with the trolls and negativity is to learn how to focus your energy on your ability to take action. Don’t engage with the comments. Block, delete or have someone manage your social media accounts. Reframing conversations is key and picking things in a statement that you want to agree with helps to connect with people. Asking what someone’s intent is behind a question is a polite way to gain insight on the situation without judgement.

Using your sense of humor to share an insight with a person is a great way to connect. Shifting the focus on their narrative to something you are proud of rather than letting others dominate the conversation has been really helpful to me. As artists, we are leaders who inspire others to be the best versions of themselves. In order to do this, you have to really hone in on your communication skills. I’m still practicing this everyday. It’s not easy.

To be an artist is to play your own healing game, transforming your emotions into vessels of beauty which we can all subconsciously connect with and understand without words.

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?
I love spending time in Highland Park. The last time I had friends in town from out of the country, I took them to Barcade off of York Blvd, which is a bar and vintage arcade game venue. It was a memorable experience playing games from our childhood while sipping on our favorite cocktails. I also love all the vintage clothing stores on York Blvd as well as my favorite magic shop called House of Intuition. If my best friend were in town, I would take them to Sage Cafe in Echo Park or Pasadena to eat delicious vegan food. One of my favorite hidden gems is Hollywood Lake Park. Here you can see a beautiful view of the Hollywood sign without a ton of foot traffic. I love coming here for picnics.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I would like to dedicate this Shoutout to my high school choir teacher Rachel Lee who motivated me to pursue singing as a teenager as well as give shout outs to my mom, my producer Patrick Joseph, fellow cowriter Bob Brisco , Brad Zell at QSC, Kevin Vasquez and JP Star for managing my live streams! I also want to say thank you to Tom Krich, Bob Emerson, Peter Zuehlke, Frank and Coleen Malfitano, Bill Kaneko, Matt Commerce, Natalie Gelman, Alfa , Paul Redel, Lauren Stockner, DJ Pasha, Jonathan and Sammee, Fernando Perdomo, Michael Collins, John Urban, Genevieve Birchman, Charles McDonald, for your continued support at my gigs and busking performances. Thank you Louie Gooey for filming all my special performances. I also would not be where I am today without the support of my amazing fans online and in person.

Website: http://www.katieferrara.com

Instagram: http://www.instagram.com/katieferraraofficial

Facebook: http://www.facebook.com/katieferraramusic

Youtube: http://www.youtube.com/katiekatify

Other: http://www.tiktok.com/katieferraraofficial

Image Credits
Black and White busking photo and Citywalk Shot: Peter Zuehlke Payphone Shot: Justin Higuchi Sitting on the Floor: Lyd and Mo Photography Burbank Mural: Louie Gooey Green Poncho and Raspberries: Ted Wulfers Clock with Yamaha Guitar: Patrick Joseph