Secrets From The Scene

Your content is only getting views from your friends, your family, and the bands you are playing with. If that sounds familiar, this conversation will help you think more clearly about why strangers are not sticking and what needs to change at the brand and strategy level.

This week on Secrets From The Scene, I sit down with Thomas Sticha, a Saint Paul artist with a background in product marketing, branding, and websites. Thomas toured as a keyboardist before going solo, and he recently started Country-oke, a live band country karaoke night that turns casual participation into community. We focus on principles and mindset more than step-by-step tactics: how to frame your brand, how to think about cold audiences, and how to design touchpoints that make sense.

In this episode, we get into:

• What “brand” actually means for an artist: promise, personality, proof
• Cold audiences versus warm audiences and where to spend your energy
• Why the first three seconds matter conceptually, even when tactics change
• Your website as an offer with one clear action, not a brochure
• Country-oke as a low-friction way to create new touchpoints and capture attention
• Thomas’s path from touring keyboardist to front person and what shifted in his message

What you will learn:

• A simple way to articulate your brand promise so a stranger understands you
• How to judge social content for cold reach without chasing every trend
• How to make your homepage support one goal and reduce confusion
• How community-driven ideas like Country-oke can support your artist project

For musicians:

If you are getting views but not fans, this episode offers a cleaner mental model for brand and audience building. No templates, just a practical way to think about what you are promising and how a stranger encounters it.

Connect with the Guest:

🔗 https://www.thomassticha.com/

🔗 https://www.instagram.com/sticha

🔗 https://www.tiktok.com/@thomassticha

Featured Song:

"Bozeman" by Thomas Sticha

🎧 Listen on Spotify

👀 Watch on YouTube

Get new episodes by email: Join the Secrets From The Scene newsletter.

Secrets From The Scene is made by Helvig Productions, a Twin Cities recording studio for artists and bands.

Trying to build a music career while staying sober is hard. Venues, late nights, constant offers, social pressure. This week, I sit down with three artists from our scene, Adam Lifto, Caitlin Benson, and Wyatt Overman, to talk plainly about what recovery looks like in practice and how to keep making work you are proud of.

We focus on actionable strategies: preparing for substance-heavy spaces, how to handle friends and peers that aren’t sober, when to step away for safety, and how creativity changes when you choose clarity. We get into support systems that actually help: boundaries that hold, accountability partners, therapy, and finding rooms that want you healthy. We also address relapse without shame and how to come back stronger.

If you are sober, sober-curious, or supporting someone who is, this conversation aims to be useful, respectful, and real.

What you will learn:

• How to set boundaries with venues, bands, and friends
• Ways to protect your energy and creativity on show days
• When to pass on a gig and how to do it professionally
• How community, therapy, and accountability make recovery sustainable

Episode Links and Mentions

🌐 Project37mn.com

Connect with the Guest:

🔗 Overmanguitars.com

🔗 Overman Guitars Instagram

🔗 Twincitizenmnmusic.com

🔗 Twin Citizen Instagram

🔗 Paper Chain Instagram

Get new episodes by email: Join the Secrets From The Scene newsletter.

Secrets From The Scene is made by Helvig Productions, a Twin Cities recording studio for artists and bands.

This week on Secrets From The Scene, I sit down with Dani Larson and Nicole Prestol, two of the founders of Tumbling Rock Magazine, a Twin Cities print publication bringing local music to life on paper.

We talk about how Tumbling Rock began as a joke between bandmates and evolved into a full-fledged magazine that celebrates Minnesota’s music community through thoughtful storytelling and striking physical design. Dani and Nicole share what it takes to build and sustain a free, community-driven publication, why they’ve chosen to stay in print in an increasingly digital world, and how artists can better tell their own stories to connect with press and audiences alike.

We also dive into the creative process behind each issue, what makes a great artist submission or EPK, and what’s next for Tumbling Rock, from local collaborations to a potential festival celebrating Twin Cities music.

Topics covered:

• The origin story of Tumbling Rock Magazine
• Why print still resonates in the digital era
• How each issue comes together
• Crafting submissions and EPKs that stand out
• The realities of running a free publication
• Upcoming collaborations and events

For musicians:

If you’ve ever wanted to understand how local press works, how to get your music featured, or how to tell your story in a way that stands out, this episode offers valuable insight from two people who live and breathe the Twin Cities scene.

Episode Links and Mentions

🌐 Maelstrom in the Harbor

🌐 Nordic Dogs

🌐 Northstar Original Revue

🌐 The Scene Projects

🌐 Beers With Bands

🌐 Katy Kelly Photos

🌐 Girl at the Rock Shows

🌐 Big Wood Brewery

🌐 Caydence Records and Coffee

🌐 Far Far Away

🌐 Mary Jam

🌐 Giants Knife

🌐 Anita Velveeta

🌐 Jason Mitchell

Connect with the Guest:

🔗 Tumbling Rock Instagram

🔗 Tumblingrockzine.com

🔗 Tumbling Rock Patreon

Get new episodes by email: Join the Secrets From The Scene newsletter.

Secrets From The Scene is made by Helvig Productions, a Twin Cities recording studio for artists and bands.

Minnesota’s hip-hop scene is more alive and diverse than most people realize. Few know it better than Juice Lord, who’s lived it from late-night open mics to sold-out stages. Beyond the music, he’s built a reputation as someone who lifts others up while carving his own path. This episode is your inside look at the culture, the community, and the grind.

That’s why I sat down with Malik Curtis, better known as Juice Lord, one of St. Paul’s most influential hip-hop artists and community leaders. At just 29, he’s already toured with Prof, sold out shows at the 7th St Entry, and become a vital voice in shaping the Twin Cities scene.

In this episode, Juice Lord opens up about:

• His journey from sports and poetry to becoming a rising MC in Minnesota
• The highs and lows of touring with Prof — and what he learned from it
• Why building community is at the core of his music and mission
• The venues, people, and strategies that shape the Twin Cities hip-hop culture today
• His advice for young artists on how to actually break into the scene
• What’s next, including his upcoming project Terry’s Baby and release show at the 7th St Entry

If you’ve ever wondered what it really takes to make a name in local hip-hop — and how the Minnesota scene works from the inside — this conversation with Juice Lord is packed with insights and stories you don’t want to miss.

Episode Links and Mentions

🌐 St Paul Slim

🌐 Ashley DuBose

🌐 Prof

🌐 Tish Jones

🌐 Truartspeaks.org

🌐 Penumbra Theatre

🌐 Mike Dreams

🌐 Budah Tye

🌐 Greg Grease

🌐 Chadwick Niles Phillips

🌐 The B Suite

🌐 Playfessionals

🌐 Lewiee Blaze

🌐 The Afrocentric Ratchet

🌐 Kaleem the Dream

🌐 Basement Gang

🌐 Snapped Open Mic

🌐 Lady Midnight

🌐 Ricki Monique

🌐 Dylan Salfer

🌐 Dilly Dally Alley

Connect with the Guest:

🔗 Follow Juice Lord on Instagram

Featured Song:

🎧 "The Thrill"

👀 Watch on YouTube

Get new episodes by email: Join the Secrets From The Scene newsletter.

Secrets From The Scene is made by Helvig Productions, a Twin Cities recording studio for artists and bands.

Have you ever wondered what it really takes to survive life on the road as a touring band? It’s not all glamorous shows and screaming crowds—most of the time it’s van repairs, tight budgets, and figuring out how to sleep in impossible places.

In this week’s episode of Secrets From the Scene, Max Greene sits down with Matt DeMar, guitarist for the Twin Cities rock/metal band Divide the Fall. Together, they go behind the grind to talk about what touring is really like, from DIY runs across the country to opening for bands like Staind and Cold.

Matt shares:

• The realities of van life and sleeping arrangements on tour
• How Divide the Fall built connections that landed them on major festivals like Rock Fest
• Why backing tracks and smart logistics can make or break your live show
• The importance of staying grounded and approachable in the industry
• The lessons he’s learned about networking, first impressions, and keeping a band together on the road

This conversation is packed with behind-the-scenes stories and practical advice for any musician dreaming of hitting the road—or any fan curious about the not-so-glamorous side of touring.

Episode Links and Mentions

🌐 Cold

🌐 Starset

🌐 Staind

Connect with the Guest:

🔗 Matt DeMar Instagram

🔗 Divide the Fall Instagram

🔗 Divide the Fall Links

Featured Song:

🎧 Listen on Spotify

👀 Watch on YouTube

Get new episodes by email: Join the Secrets From The Scene newsletter.

Secrets From The Scene is made by Helvig Productions, a Twin Cities recording studio for artists and bands.

If you’ve ever struggled to balance multiple passions, questioned whether to “pick a focus,” or wondered how to actually make a creative career work long-term, this episode is for you.

This week on Secrets From the Scene, I sit down with Dessa — a writer, rapper, singer, podcaster, and speaker who’s built one of the most multifaceted careers in the Twin Cities and beyond. From Doomtree to the Minnesota Orchestra, The Hamilton Mixtape to her BBC podcast Deeply Human, Dessa has carved a path that defies easy labels.

We talk about what it really takes to sustain a creative career over the long haul — the tough decisions, unexpected opportunities, and constant balancing acts that come with living a multidisciplinary life.

In this conversation, you’ll hear us dive into:

• The pressures artists face to “pick a lane” — and why Dessa never did
• Lessons from Doomtree on collaboration, community, and persistence
• How Dessa decides which projects are worth her time
• The financial realities of making art — and the unavoidable tradeoffs, from touring and merch to sustainability and personal values
• The moral gray areas of brand partnerships and choosing who to align with
• Why curiosity, experimentation, and adaptability are the keys to longevity

This conversation left me thinking a lot about what it really means to build a creative life that lasts and how there’s no single “right” way to do it. It’s about making your own lane and finding ways to keep going. Whether you’re balancing multiple passions, trying to make your art sustainable, or just figuring out your next move, I think you’ll walk away from this one with a few new ideas — and maybe a little reassurance that you’re not alone in the process.

Episode Links and Mentions

🌐 Doomtree

🌐 Ryan Smith

🌐 Andy Thompson

🌐 Lazerbeak

🌐 Deeply Human Podcast

🌐 29:11 International Exchange

🌐 Curtis Sittenfeld

Connect with the Guest:

🔗 Dessa Instagram

🔗 Dessawander.com

Featured Song:

"Hurricane Party" by Dessa

🎧 Listen on Spotify

👀 Watch on YouTube

Get new episodes by email: Join the Secrets From The Scene newsletter.

Secrets From The Scene is made by Helvig Productions, a Twin Cities recording studio for artists and bands.

What happens when the music you make doesn’t have a built-in scene?

This week I’m talking with Brandyn Tulloch — an artist who started in spoken word, found his way into reggae, and has been steadily building community through live shows, collaboration, and creative hustle.

Reggae isn’t a dominant genre in Minneapolis, but Brandyn hasn’t let that stop him. He’s built a career by focusing on connection over trends — creating live experiences that bring people together, collaborating with other culturally-rooted artists, and leaning into his skills across poetry, music, and visual storytelling.

We talk about how he got started, the shift from poetry to performance, why live shows are the core of his strategy, and what goes into organizing your own events when the infrastructure isn’t already there. We also get into how he navigates social anxiety at networking-heavy events, and how he’s learned to show up anyway.

It’s a grounded, practical conversation about making something work in a niche — and doing it with intention, consistency, and community in mind.

Episode Links and Mentions

🌐 On the One Music Festival

🌐 Jandeltha Rae

🌐 Miss Mari

🌐 Solorah The Essence

🌐 Colin Mitchel

🌐 Ozone Creations

🌐 International Reggae All Stars

🌐 Obi Original

🌐 FanakaNation

🌐 Nur-D

Connect with the Guest:

🔗 Brandyn Tulloch Instagram

Featured Song:

"I Give My Love Instead" by Brandyn Tulloch

🎧 Listen on Spotify

👀 Watch on YouTube

Get new episodes by email: Join the Secrets From The Scene newsletter.

Secrets From The Scene is made by Helvig Productions, a Twin Cities recording studio for artists and bands.

How do you keep your family and personal life grounded when your career pulls you all over the map?

This week on Secrets From the Scene, I handed the mic to my co-host Max Greene for a conversation with someone I’ve looked up to for years—drummer and educator Steve Goold.

You’ve probably heard Steve without even realizing it. He’s toured with artists like Sara Bareilles, Owl City, Ben Rector, and many more. But in this episode, we go deeper than the resume.

Max and Steve dig into what it actually takes to build a sustainable life in music—one where your relationships, health, and values don’t fall by the wayside. Steve opens up about the reality of touring while raising a family, how his priorities have shifted over time, and why saying no is sometimes the most powerful move you can make.

We also cover:

• The behind-the-scenes shifts that led to his work with Owl City
• What he's learned from working with different kinds of artists
• How he handles social media and authenticity
• Why adaptability—not hustle—is the key to longevity

Whether you’re a gigging musician, a studio lifer, or just someone who loves music and wants a peek behind the curtain, there’s something here for you.

Give it a listen—and stay to the end for one of Steve’s best pieces of advice yet.

Episode Links and Mentions

🌐 Sarah Bareilles

🌐 Owl City

🌐 Ben Rector

🌐 Mat Kearney

🌐 Cody Fry

🌐 Cory Wong

🌐 Drumeo

🌐 Misty Boyce

🌐 Jared Falk

Connect with the Guest:

🔗 https://stevegoold.com/

🔗 https://www.instagram.com/stevegoold/

Featured Song:

"Solo Improvisations on Drumset" by Steve Goold

👀 Watch on YouTube

Get new episodes by email: Join the Secrets From The Scene newsletter.

Secrets From The Scene is made by Helvig Productions, a Twin Cities recording studio for artists and bands.

If you've ever felt like you're shouting into the void with your music, you're not alone. There’s so much noise out there, and it’s easy to slip into scarcity mode and to think the only way forward is to focus on yourself, hustle harder, and tune everything else out.

But what if the real key to momentum is showing up for others?

This week, I sat down with my friend and longtime collaborator Zaq Baker — a wildly versatile artist who’s played in half the bands in town, released a steady stream of deeply personal songs, and just dropped his debut novel, Unspectacular. Zaq has built a career not just through talent, but by being deeply involved — supporting fellow musicians, collaborating across genres, and making it a point to be there for other people’s art.

We talk about why that matters and how it’s come back to support his own career in multiple ways.

We also get into:

• The ripple effects of actually showing up to shows
• Why amplifying other artists’ work can open doors for your own
• The overlap between writing a novel and writing songs
• How to manage (and finish!) multiple creative projects without losing your mind
• Practical ways to build a healthier, more connected local music scene

Whether you're feeling stuck, burned out, or just wondering how to grow your career without selling your soul, this one’s worth your time.

Episode Links and Mentions

🌐 Relient K

🌐 Ben Folds

🌐 Maria and the Coins

🌐 Poison Ivy and the People

🌐 Toilet Rats

Connect with the Guest:

🔗 Zaq Baker Instagram

🔗 Zaqbaker.com

Featured Song:

“Bri” by Zaq Baker

🎧 Listen on Spotify

👀 Watch on YouTube

Get new episodes by email: Join the Secrets From The Scene newsletter.

Secrets From The Scene is made by Helvig Productions, a Twin Cities recording studio for artists and bands.

What keeps a musician going when the stage lights go down?

When a tour falls through, a band breaks up, or the industry shifts yet again?

This week, I sat down with Ryan Smith — someone who’s found ways to keep creating through all of it. You might know him as the guitarist for Soul Asylum, frontman of The Melismatics, one-half of Ryan and Pony, or the newest member of Ultrabomb (alongside Hüsker Dü’s Greg Norton and Social Distortion’s Derek O’Brien).

But this conversation isn’t just a career recap. It’s a look at what fuels longevity — and how Ryan keeps finding new creative gears to shift into. From his early DIY days to pandemic-era solo recording sessions, from sideman roles to teaching music on his YouTube channel (Secret Chord), Ryan's story is full of insight for anyone trying to navigate a life in music.

Whether you're building your first project or reinventing yourself for the tenth time, this one’s for you.

What we cover:

• Joining Ultrabomb and collaborating with punk legends
• Switching between frontman and sideman roles (and what each teaches you)
• Starting a solo record with zero plan — and reviving an old label to release it
• What it means to “add your voice” to an established band like Soul Asylum
• Balancing the business, the art, and the heart of music
• Teaching, mentorship, and the surprising joy of YouTube

In a world that keeps changing, the drive to create might be the only constant. Let this episode recharge yours.

Episode Links and Mentions

🌐 Greg Norton - Hűsker Dű

🌐 Derek O’Brien - Social Distortion

🌐 Soul Asylum

🌐 The Melismatics

🌐 Ryan and Pony

🌐 (BR)OTHERS

🌐 Mark Mallman

🌐 Michael Bland

🌐 Sonny T

🌐 Twin Town

🌐 Twin Tone

🌐 Stone Arch Rivals

Connect with the Guest:

🔗 Ryan Smith IG

🔗 Hygh Tension Records

🔗 Secret Chord YouTube

Featured Song:

"Start Making Sense" by Ryan and Pony

🎧 Listen on Spotify

👀 Watch on YouTube

Get new episodes by email: Join the Secrets From The Scene newsletter.

Secrets From The Scene is made by Helvig Productions, a Twin Cities recording studio for artists and bands.