I didn’t start any of this in digital.
I started in radio — 30 years of programming rock stations all over the country, living inside music in a very real way. Artists, labels, promo reps, managers… I spent decades in those conversations. I watched careers get built, fall apart, take off again, stall out, and everything in between.

Radio teaches you a couple of things really fast:

1. Audience attention is earned, not given.

2. Most artists don’t actually know how to reach the people who would love them.

3. Everyone thinks they need “a thing,” but what they usually need is a plan.

Later in my career, I jumped into the digital side — selling digital media, running campaigns, building funnels, watching the numbers, understanding how people behave online. It was a different world, but the core truth was the same: attention is everything, and most people are wasting their shot at it.

And at one point, it just hit me:

“Why aren’t we applying this level of strategy to artists?”

Not the surface-level stuff.
Not “post more on TikTok.”
Not “pray for playlisting.”

I’m talking about real digital strategy — targeting, audience building, messaging, rollout planning, creative direction, and everything it takes to get music in front of the right people. Not random reach. Not luck. Intentional momentum.

That’s where The Tune Farm started taking shape.

I tried playlisting.
I tried ads.
I tried all the usual levers artists ask about first.

But none of those things, on their own, were the real solution.
That’s when the bigger picture became obvious: artists need support, structure, and honest guidance way more than they need another marketing “tactic.”

And that’s how the idea for Behind the Garden Wall was born.

It’s the place where all the real conversations happen — strategy, creative direction, release planning, how to avoid wasting money, how to build an audience from scratch, and how to approach this industry without getting crushed by it.

Thirty years in radio taught me how audiences think.
Years in digital media taught me how attention works now.
The Tune Farm is where those two worlds finally meet.

And honestly… this feels like the work I was always supposed to be doing.