Drowned in Sound How to Start a DIY Music Business Before You Feel Ready - Girls Twiddling Knobs on Mission Driven Music Careers
What if the very thing that makes you feel like an outsider in the music industry could become your greatest business advantage? How do you build something meaningful when you're convinced you're not qualified? And why might starting before you feel "ready" be the secret to creating lasting change?
This week, Sean talks with Isobel Anderson - founder of Girls Twiddling Knobs, one of music tech's most important feminist voices. Following on from the Mary Spender episode about converting online reach into sustainable income, this conversation explores a different path: how small, mission-driven businesses can create industry change without needing massive audiences.
From a PhD in Sonic Arts to over 25 million Spotify streams to building Girls Twiddling Knobs into one of music tech's most important feminist voices, reaching thousands of women through courses, community, and her acclaimed podcast, Isobel's journey proves that feeling like an imposter might actually be your qualification.
In essence, this episode is about turning industry frustrations into business opportunities, why multiple revenue streams are now reality for musicians, and how to value your work when the world expects creativity for free.
Chapters:
00:00 – Sean's Introduction: Building Your Independent Music Business
02:41 – Isobel Anderson intro: From Singer-Songwriter to Sonic Arts PhD
08:12 – Why Sound Design and Production Details Matter
10:08 – Confronting Misogyny in the Music Industry
20:05 – From Facebook Group to Girls Twiddling Knobs
24:41 – Overcoming Self-Doubt When Learning Something New
30:46 – Why Great Producers Are More Than Technical Experts
33:48 – Valuing Your Work and Putting a Price on Creativity
46:40 – Are Musicians as Vital to Society as Doctors?
49:37 – Balancing Music-Making with Building a Business
55:54 – Sean's Outro Reflections
Key Takeaways:
- The 10% Edge: You don't need to be an expert to start teaching others - you just need to be one step ahead of the people you want to help.
- Start Before You're Ready: "You are not going to ever be ready to do this" - perfectionism is the enemy of progress.
- Mission Before Money: Purpose-driven businesses can be more disruptive than charities because they can make quick decisions and restructure rapidly.
- Multiple Revenue Streams Are Reality: Modern music careers require diversified income - it's not a backup plan, it's the plan.
- Community Over Confidence: Building safe learning spaces can be more valuable than traditional "confidence training."
Continue the Conversation:
- Email sean@drownedinsound.org with your thoughts
- Join the discussion: Drowned in Sound Community
- Get more music insights: DiS Newsletter
Guest Links:
Referenced in Episode:
- The Anchoress - Artist managed by Sean
- Girls Twiddling Knobs special episode - The immersive episode Sean references
- Delia Derbyshire Day - Celebrating the electronic music pioneer
- The Oram Awards - Recognizing women innovating in music and sound technology
About the Host:
Sean Adams is the founder of Drowned in Sound and manages artists including Charlotte Church and The Anchoress. Beyond founding one of the original music blogs, he's worked with BBC 6 Music and co-produced political podcast The Trawl. Through the DiS podcast, he maps the future of music by exploring culture, politics, and the systems shaping how we create and consume music.
Note: This conversation originally took place a couple of years ago but feels more relevant than ever as musicians navigate the realities of building sustainable, independent careers. If this episode sparks any business ideas, we'd love to hear about them in three years' time.