Cheryl Engelhardt received a degree in Biology and in Music from Cornell University, studied orchestration at Juilliard, then began her tenure as a composer for films, ads, theater, and choirs, as well as a touring pop recording artist. Her successes as an independent musician made her a sought-after speaker on music business panels and podcasts.

She’s spoken for thousands of people on live stages about productivity, communication, and online presence (ASCAP Expo, SXSW, DIY Musician) and has been a guest on over two dozen podcasts. She began an online series of programs called In The Key Of Success to help other musicians find fulfillment in their creative careers through powerful communication and self-awareness. Her latest album release “Luminary” has helped millions of people find their inner-calm through meditation, reached #1 on the Amazon and iTunes New Age charts, and is featured by well-known meditation apps such as Insight Timer and Simple Habit. Listen to “Luminary” Here.

What is your background? How did you become an influencer?

I was always a musical kid and since playing the piano and singing in choirs always seemed like a hobby, I treated it like that… until college. My advisor said, “Hey, if you do just a few more credits in music, you can double major.” (I was studying biology with the intention of going into research, specifically marine life.) So I graduated with two majors and while my first job WAS in the science world, I quickly started transitioning into the advertising music realm and one thing led to another. (Studio jobs, internships, recording albums, touring with my band, gigging all over the place.) As an “influencer”, the path for me was more about saying “yes” to opportunities, like speaking about how I was making my indie music career work at conferences like SXSW. From there, I realized that I could show other independent musicians what was possible, and what it took to have a fulfilled career.

What 3 things does anyone starting in your industry need to know?

1. It’s totally okay to go through a period of trial and error, but at some point, make the decision to be intentional about your career and figure out what you want. You can always change it later. Throwing spaghetti to the wall and seeing what sticks can get expensive if you're gluten-free.

2. The more tech you learn, the more freedom you have. Learn how to make your own website, learn how to mix your own demos and vocals, and learn how to design a good-looking graphic.

3. Never stop learning. I am 100% ALWAYS in an online course, a coaching program, or enrolled in a mastermind or college music course.

What would you do differently if you were starting in your industry now?

I would ask for help more. I tried so hard to look like I knew what I was doing that the people who were actually in the position to help me didn’t think I needed it. I found out later that they just thought I had it all handled. 

Which people or resources have had the most influence on your growth and why?

I definitely appreciate the support from my parents, and I would call my dad my ultimate audience- truthful, committed, always willing to listen. Within the industry, I’ve had some amazing mentors that just seem to ask the right questions, including Emmy-winning composer Sean Callery (he’s the music behind “24”, “Homeland” “Elementary”, “Jessica Jones” and so many other awesome shows.) I met him assisting on a film score he was working on and any time I’m visiting Los Angeles, he carves out time to meet in person. That sort of mentorship is the kind that lasts and makes you see what’s possible. 

I am definitely a personal growth junkie, but my recent favorite is Kyle Cease. He’s a comedian who’s gone from Comedy Central to giving transformational talks. He seamlessly incorporates meditation practices into his talks, and he’s got a few books out that are all poignant while quite funny. I was able to attend one of his smaller seminars last year at the Omega Institute in Rhinebeck, NY, and he gave us this pretty neat exercise to list your worries during our meditation. After you say what you’re worried about, listen for your heart to respond. For the first few days, I heard nothing, so I thought this was some serious woo woo stuff. But then I finally said “I’m worried my heart isn’t responding” and heard a small voice that said, “you’ve never listened to me before, why should I start now?” That’s when I realized that I had to strengthen the connection between listening to my heart and my very logical mind (that can explain anything away!) That was huge for me in listening and seeing myself, which is so empowering.

What do you think is the top key to success in your business?

I think being clear on knowing what you want and having the tools to be able to communicate that effectively to both your current client base and your future clients. 

How did you come up with your pricing model?

I did a lot of market research for starters. Then I decided what I wanted at that given moment. If I was playing a game of gaining 100 new clients, then I would be more willing to give big discounts. If I was playing a game of getting $10k in recurring revenue that month, then I would go to a higher pricing model that may include some limited-time bonuses.

 Talk about the biggest failure you've had. What did you learn from it?

Oh boy. I’ll start with the lesson: double-check your work. Triple check it when it’s REALLY important. When I was an assistant at a major jingle house in New York City (the places that write the music for the commercials you see), it was my job to email the clients the pieces of music that the in-house composers wrote for their ads. Well, one day, I emailed our Coke tracks to the wrong client. Did I email Coke music to Ford, or Sketchers, or Pampers? While that would have been bad, alas no, I did not. I emailed the Coke music to our…. Wait for it…. Our PEPSI clients. Pretty much the worst mistake I could have made. Check. Your. Work. Cheryl.

How do you market your business? What has been the most effective form of marketing?

Partnerships times ten. Meeting other people in my industry and in neighboring industries in person has allowed me to build relationships on trust. My client list trusts that I promote partner resources because I myself have vetted them, and my partners trust that I am always a stand for their products, and expect the same in return.

How do you find brand partnerships? What is your advice to those starting out?

If you can position yourself as an expert in any way, this will be appealing to potential partners. Offer to speak on a panel at a smaller conference in your field. Highlight quotations from a testimonial or recent press, no matter the “size” of the name attached to it. And know that you have something of value to offer, even if the partner seems to be much “bigger” than you. (I put these size words in quotes since it is all our own perception.) My FIRST JV partner was a company with a list of 300,000 whose head of marketing saw me speak on a panel and said “hey, I’d love some content from you.” And I offered to run a webinar, including setting up the back end so people had to register through MY site. They got great content, I got a tripled list.

 What does a typical day in your week look like?

No such thing. Literally. Though it’s looking a bit more regular with the pandemic. But day today, I’m working on nurturing my mastermind group of musicians who are leveling up, In The Key Elite (inthekey.co/elite), writing a new choral piece for a choir, and then doing a few interviews on podcasts or recording my own. Some days I am creating graphics and short videos using music from my new record, Luminary, or guided meditation on an Instagram takeover for Simple Habit or Insight Timer. I could be marketing my email marketing course for musicians, or taking notes on a new online program I’m in. It varies a lot, and I wouldn’t have it any other way.

What keeps you going when things get tough in your business?

 Always knowing that I have music to fall back to no matter what. Just me and my piano. Also, a daily morning routine that starts with journaling, yoga, and meditation. I’m on day 702 writing this.

 How can our readers get in touch with you?

Follow me @cbemusic on Instagram, TikTok and Facebook, and @cbe on Twitter. But the best thing ever is to listen to Luminary (my newest piano/ambient record) on Spotify, Apple Music, or Amazon and leave a comment!