This musical momtrepreneur has become a tastemaker in the music industry, all because of her devotion to great tunes. Might I suggest that you check out a playlist on her site and listen while reading this interview? You will thank Val later.
What business did you start up?
I started a boutique music website, Valslist, that targets the over 25 crowd. Many in this age group have lost track of music and find it hard to keep up with new music. So Valslist does it for them. We search for the best new artists and introduce you to music you might not find on your own. We collect the best tracks, list them on our site in easy-to-download playlists, and add new music each week to keep you current. We take the hassle out of the music search and help you get great music back into your life and onto your iPod. We’re an iTunes Affiliate, so the format is familiar.
What motivated you to do it?
I’ve been a serious music lover my entire life. I’ve always been the music “go-to person” with my friends. The older I’ve gotten, the more requests for help I’ve gotten, which proved how out of touch with music busy adults get when real life, family, kids, and career start to take over. I thought if I provided a user-friendly website with a great list of the newest music, as well as some vintage oldies sprinkled in, I might help people get back into the music scene, effortlessly. Music is such a part of life, everyone should have it.
How many children do you have, and how old are they?
I have four boys, ages 24, 21, and twin 17-year olds. They had a lot to do with me starting this business!
How long have you been running your business?
My busines is 2 1/2 years old. I launched the site in August of 2007.
How long did it take you to start becoming profitable and/or successful, however you choose to measure success?
My website is an iTunes Affiliate – iTunes pays me for every song that I sell on my site. They don’t pay a lot, so my website was never intended to be a big money maker. It is intended to launch my brand. I’ve gotten a paycheck from iTunes every month since I launched, so people are buying from my site. But the biggest measure of success was when the biggest music analyst in the industry, Bob Lefsetz (an industry favorite) wrote about Valslist. He touted Valslist as a fresh new idea in a struggling industry. He said I’m a (human) music filter which is necessary because there’s “too much” music out there to weed through, most people don’t know where to start. He said “whoever owns the filter owns the future of this industry.” Needless to say, my inbox was jammed the next day by artists, managers, producers, etc. and I’m still catching up a year later! Very quickly many other opportunities came along; presenting shows, artist interviews for my podcast series, linking with the Lollapalooza Music Festival in my home town of Chicago, etc. The biggest surprise? The day after Lefsetz wrote about me, I received an email from David Gilmour of Pink Floyd who praised my website and my ‘eclectic mix of music’ and asked my permission to use my site as an example for his UK Radio Broadcast Associates!
How did your family react to you starting your own business?
My family has been great, with a few surprises along the way. My husband is in business and is completely behind me, offering ideas and strategy. My boys are older so I’m obviously not balancing young ones and this – that would be harder, as I’m on my computer in my office all day every day. But some days the boys make comments like, “How many hours have you been on the computer? You’re in the same place you were 9 hours ago.” Also, sometimes it’s tricky due to the product I’m selling. Sometimes its awkward when your mom knows more new artists than you do when you’re a college kid. But all in all they’re very proud of me and support me all the way.
Easiest part of your job?
Listening to music. I’m so lucky to be making a job out of a lifetime passion. I will never ever tire of trying to find the next new artist.
Hardest part of your job?
Two sets of balancing acts: 1) Stopping the work to get my other things done (household things, meals, kid stuff, other obligations…) I’m so passionate – almost obsessive about the music that it’s really hard to turn it off! 2) Getting it all done – the business has gotten so busy and multi-faceted, I’m almost running every minute to get things checked off the to do list. I’m dealing with artists, magazines, blogs, doing playlists for those, music things for my community (pro bono), all on top of my marketing strategy – we’re doing an iPhone App and pitching some big businesses now. I have 5 college interns working for me but it’s busy just to delegate things. I’m a right brain creative first and foremost: following a structured business plan is not so easy for my personality type!
What skill would you most like to improve?
Organizing and budgeting my time. It’s been a huge learning curve coming from being an at-home mom for 21 years, where your day is laid out for you with schedules and obligations with the kids. Now my day is a clean slate for ME to prioritize; that’s much harder. Every day I challenge myself to follow my to do list for that day and not deviate!
What, if any, tools or advice do you wish you knew then that you know now?
I wish I knew more about press/news releases: how they’re used and how to write one. The PR and marketing aspects of the business are the most challenging for me. Not that I don’t like them or understand their importance and role in my success, but rather, they exhaust me! I LOVE the creative side of the marketing – and think I’m pretty good at it – but the PR side is way too busy for me – I’d much rather hire that part out!
What is the accomplishment you are most proud of?
I had an idea for a business and made it happen. I want Valslist to become a household name for finding great music, and my brand exposure is growing every day. The fact that it’s an internet business is even a bigger deal for me: I’m 52 and didn’t grow up in the cyberworld, but I’ve learned something new every day and I’m not afraid to say yes and try new things.
Favorite part of a typical day?
Sitting down to plan my workday. I’m like a kid at Christmas. Every facet of my business excites me because the sky is the limit. The music industry is really struggling; it’s a great time to have a fresh new idea. But in the end, my biggest thrill is knowing that somewhere out there I’m helping a busy person find new music – effortlessly – and I know how good music makes them feel.
Anything else I should have asked you that you should answer?
I need to give accolades to my husband for supporting my endeavor because I don’t have to pay the rent with my Valslist paycheck; it makes it a more stress free startup. For some who do need to support themselves, a startup is trickier.
A few more questions, just because American Express should be featuring more momtrepreneurs…
Childhood ambition….to have my own business – something creative.
Fondest memory….the birth of each of my kids.
Indulgence….to sit and read (type A’s rarely do this!).
Last purchase…..skinny leg jeans to wear with boots.
Favorite magazine…..MORE and Architectural Digest 
Inspiration…..life outside the box: discovering the new.
My Life…..and everything in it is a gift that I appreciate more every day.
