Interested in starting your own entrepreneurial journey in music but unsure what to expect? Then read up on our interview with Ollie Route, Music Director of FOREVER LOUD, located in Birmingham, England, UK.

What's your business, and who are your customers?

Forever Loud is an 'alternative culture' media network. We operate over all social media platforms as well as our website featuring news, videos, interviews & special features on all things alternative, whether it be rock, metal, emo, pop punk, hardcore, or even gaming and cinema - if it falls within alternative media, we cover it. In terms of our audience, it is exactly that - we cater to fans of all previously mentioned genres and hope to reach new audiences too that may not know anything about them. We like to promote acts that aren't necessarily represented in the mainstream and give a platform for exciting new artists to showcase their talent. We believe the more outlets shine a light on alternative culture, and the more people will discover an incredible wealth of new music and art, which can only be a good thing for society.

Tell us about yourself

My journey to Forever Loud began after I left my previous position as Channel Manager & Editor for the UK TV channel Scuzz TV. If you aren't familiar with Scuzz, it was a predominantly rock and metal channel on the satellite tv platform Sky. Launched in 2003, over the years, it has become a household name in the alternative world, even having stages at festivals such as Download and being the first channel to air videos from the likes of Paramore, Enter Shikari, Bring Me The Horizon and You Me At Six. I had been a fan of the channel since a teenager, so when I first started at the company in 2012, it was a complete honour. Over my time at Scuzz, I produced and edited countless interviews, features, playlists, and festival & award shows with some of the biggest bands on the planet and at some of Europe's best festivals and made many friends and contacts in the TV and music industries. Unfortunately, at the end of 2018, along with a host of other channels, our owners Sony Pictures Entertainment, decided to pull the plug on the channel.

Since 2019 I have been working as a freelance video editor, mainly for TV and the occasional videography job. However, I soon got the itch to get back into the alternative world, so in February 2021, Forever Loud was born. The main idea behind the platform was to create unique and engaging content - a lot like how we were doing at Scuzz, but this time without the pressure of ratings or any sort of corporate hierarchy. This would be content for fans made by fans. Since its inception, we have covered festivals such as Slam Dunk, 2000 Trees, Download, and Reading festival, as well as going to Malta for the Bring Me The Horizon Weekender last year. We have done features with over 30 artists and racked up hundreds of thousands of views across YouTube, TikTok, Instagram & Facebook and garnered nearly 50K followers across all platforms.

What's your biggest accomplishment as a business owner?

As a new business, the scariest thing is launching and not knowing if anyone is going to be interested or even care about what you're doing, so I think the biggest accomplishment is seeing people actively engaging with the content and then watching the views gradually grow.

What's one of the hardest things that comes with being a business owner?

The hardest part right now is monetisation, and I'm lucky that I can still work my freelance job alongside Forever Loud as it grows, so financially, I can support myself and any costs the business may incur. Luckily the business is very cheap to run as it is all done in-house for very little cost, and once it starts to make a bit more money, it will become entirely self-sufficient.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Just go for it! If you have an idea that you really want to do, as long as the risks don't outweigh the potential successes, then what is the worst that can happen? I went back and forth in my head about starting the business for over a year and put it off for a long time, but when I started, it became a labour of love, and it was an exciting feeling creating something and launching it into the world.
  2. Identity - clearly establish what you are and what you do. Try and sum up your business in a short sentence. If you can't do that, it's probably a bit too convoluted. Simplifying your message will also help you identify your target market too.
  3. Branding - one of the first things I did after coming up with the name was design a logo. I wanted to be able to have a recognisable brand, so when people just see the logo without any text, they immediately know who it is. I have the logo present on all my videos and socials. I have distributed merchandise to fans at events and to people in the industry as well as getting the brand associated with certain gigs/events so it appears on the posters, etc. The more people are aware of the brand and associate it with something they've viewed or liked in person or online, the more likely they are to come back to your platforms and see you as a trusted outlet.

Where can people find you and your business?

Website: https://forever-loud.com/
Facebook: https://www.facebook.com/ForeverLoudNet
Instagram: https://www.instagram.com/foreverloudnet/
Twitter: https://twitter.com/ForeverLoudNet
LinkedIn: https://www.linkedin.com/in/oliver-route-277bb9169/

If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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