A new market experience evolves from old shipping containers and a new retail vision

A new market experience evolves from old shipping containers and a new retail vision

DAVID MCPHERSON

SPECIAL TO THE GLOBE AND MAIL 
PUBLISHED AUGUST 13, 2019 

Stackt Market, the long-anticipated modular market in downtown Toronto, opened its doors to the public in April, unveiling dozens of new retail, food, beverage, service, experience and community spaces within roughly 120 shipping containers.
MATT RUBINOFF/HANDOUT

On any given weekend, close to Bathurst and Front Streets in downtown Toronto, you’ll find a block-long line of people taking shape. Even early in the morning, the line consists of urbanites, hipsters and tourists – all waiting patiently for donuts. Not just any deep-fried dessert with a hole in the middle, mind you. We are talking about gourmet creations – in flavours such as Lemon Lavender and Brown Butter Walnut – from Hamilton’s Donut Monster.

So, why would a successful Hamilton donut shop choose to open near Toronto’s King West area? The promise of brisk business, for one, but also because Donut Monster is one of approximately 40 hand-picked vendors invited to set up shop as part of Canada’s latest and largest shipping-container modular marketplace.

It’s called Stackt Market (or simply ‘Stackt’) and it is, quite easily, one of the coolest new public spaces in one of the fastest growing neighbourhoods in this already massive city.

CONTAINER SPACE BRINGS BUSINESS BUZZ 

With 120 shipping containers occupying 100,000 square feet of land owned by the City of Toronto, Stackt Market officially opened on April 10. The lease will be in effect until September, 2020, although there is hope for an extension as residents and city hall become increasingly aware of the benefits of this one-of-a-kind curated space.

Not too long ago, the 2.5-acre patch of vacant land that Stackt now occupies sat derelict, waiting for someone with the right vision to give it new life. When the parcel eventually became available, founder Matt Rubinoff went to work, bringing life to his vision of a container space where the community could gather, connect and share experiences.

Designed entirely out of shipping containers, Stackt offers a new outdoor all-season retail experience for both retailers and their clients.PATRICK LEUNG/HANDOUT

Five years later, Stackt is now a thriving King West hot spot, complete with free WiFi, dog-friendly greenspace and a revolving door of trendy retailers. Given its resounding success, Mr. Rubinoff would love to take the container market concept to other neighbourhoods.

“If the lease is not renewed, you could pick up everything and move it to another site,” he says. “Although, we are hoping the community embraces the project and we get the opportunity to stay longer.”

SHIPPING CONTAINERS OPEN UP NEW SPOTS AROUND THE WORLD

For years, Mr. Rubinoff lived close by, at Tecumseh and Richmond Streets, in Toronto’s still-developing west end. He knew the area well, and it was during a trip overseas that he became passionate about bringing this new retail model back to one of Canada’s most eclectic cities.

In the United Kingdom alone, there are more than a dozen of these food, retail or office spaces – all housed in repurposed shipping containers. One well-known example is Pop Brixton, South London’s version of the pop-up retail community, which, like Stackt, has become a thriving community on disused land.

“The best examples of reusing shipping containers to create an ever-evolving marketplace are in the U.K.,” he says. “Not all are retail. Some are co-working creative spaces. But as soon as I saw them, I thought this would be a great option for Toronto.”

MAKING THE TEMPORARY TORONTO VERSION WORK

During a recent tour of the Stackt marketplace, Mr. Rubinoff greeted every vendor with a smile and by name. His easy familiarity is not surprising when you consider that he selected each tenant to ensure Stackt would be occupied by the right mix of businesses and that they would all complement each other.

There’s a diverse mix of rotating vendors – everything from boutique design firms and vintage clothing stores to purveyors of semi-permanent tattoos (inkbox) and even a vegan butcher (YamChops). With something new to be discovered around each corner, the market has evolved to become somewhat of a destination experience.

Belgian Moon has set up a state-of-the-art mobile brewery at Stackt.PATRICK LEUNG/HANDOUT

In addition to retail outlets, the site boasts 12,000 square feet of event space, as well as a state-of-the-art mobile brewery and taproom set up by Belgian Moon Brewery. There is even a greenhouse being used as a community garden by tenants in the nearby condos who don’t have balconies of their own.

The pièce de résistance of the entire Bathurst Street project just might be the Forme 1 Pavilion that opened in July. Created by the Toronto-based multidisciplinary art-and-design studio Stacklab (the similar name is a coincidence), Forme 1 Pavilion will host a rotating lineup of local and international chefs, offering visitors a food-and-drink experience unlike any other.

“We wanted to use materials that were readily available, because the site is temporary and the timelines were quick,” Stacklab founder Jeffrey Forrest says. “There was an expectation to make the project feasible in the choice of our materials. [For instance] Tyvek (high-density polyethylene house wrap) is one of the biggest materials we used; it diffuses light beautifully, and after it is used in this incarnation, it can be redeployed back into the construction world.”

The pavilion is held together with 90,000 pounds of reclaimed concrete and heavy-duty ratchet straps, with scaffolding and shrink wrap among the other recycled materials used. Upon first glance, one might think the site is still under construction, but that, Mr. Forrest says, is the point – the artistic vision all along was to make the Pavilion spatial.

He believes that collaborating with Mr. Rubinoff’s team on Stackt was the perfect fit for the experiment, and he hopes the project will provoke a dialogue about the current Toronto construction landscape. As most commercial developers know, the approval process can take years, and Mr. Forrest would love to see more developers and project planners make better use of the time between planning and shovels hitting the ground. Rather than chain-link fence surrounding an empty lot, he’d like to see these empty, unused sites developed more often into thriving temporary communities.

“In Toronto, you see these ugly unused sites everywhere, and I see it as a missed opportunity,” he says. “They are anti-social, inward-facing and often unattractive spaces. What Stackt has proven is that disused space can be reprogrammed temporarily, feasibly and in an engaging way.”

RETAILERS AND URBAN PLANNERS ALIKE LOVE THE STACKT CONCEPT

Retail space with low rent is the draw for small-business owners. For some, it’s an ideal way to build their brand before branching out and setting up shop elsewhere. For other, more established brands, such as Indigo and BMO, the pop-up business model fosters a closer, community feel. Whatever the reason, virtually every Stackt tenant agrees that the customer experience offered by this retail community is remarkable, and something that traditional stores cannot replicate.

Janna Levitt, Stackt’s designer and principal at LGA Architectural Partners (formerly Levitt Goodman Architects), believes shipping-container construction is a trend that shows no sign of slowing down. No stranger to such projects, Ms. Levitt says these rebuilds create opportunities. Prior to Stackt, Ms. Levitt and her firm worked on Market 707 for the Scadding Court Community Centre at Dundas and Bathurst Streets, as well as the Welcome Hut at Evergreen Brick Works. For the latter project, a salvaged shipping container was retrofitted through the use of sustainable construction techniques and recycled materials.

“All these spaces were previously considered unattractive, dangerous or not useful,” Ms. Levitt says. “Now we can redevelop through existing materials and infrastructure by using shipping-container builds and this makes for a better quality of urban life.”

 

 

 

Live music’s last hurrah?

Live music’s last hurrah?

Toronto’s booming real estate market has led to escalating property assessments and rents in commercial buildings. Clubs that once staged local favourites and stars alike are closing
DAVID MCPHERSON

SPECIAL TO THE GLOBE AND MAIL 

PUBLISHED DECEMBER 18, 2017 

The Cameron House in downtown Toronto continues to showcase live music. But it’s among a dying breed. At least half a dozen clubs have closed in the core this year alone, continuing a troubling streak for musicians who just want to play.
The Cameron House in downtown Toronto continues to showcase live music. But it’s among a dying breed. At least half a dozen clubs have closed in the core this year alone, continuing a troubling streak for musicians who just want to play. MICHELLE SIU/THE GLOBE AND MAIL 

It’s a Thursday night here on Queen Street West. Inside The Cameron House, Corin Raymond and The Sundowners are on stage. It’s standing room only for 100 music lovers who cram the narrow bar’s front room to hear Mr. Raymond’s weekly pay-what-you-can gig – one of the longest running artist residencies in Toronto, at 13 years and counting. Above the bar, a sign says: “This is Paradise.”

The Cameron House may indeed be a Utopia for musicians and fans alike but, along with the nearby Legendary Horseshoe Tavern, which turned 70 this year, it’s one of the few left in the downtown Toronto neighbourhood that once had handfuls of places where live music could be heard on a nightly basis.

Leave The Cameron and head north on Spadina Avenue. Eventually, after a few blocks, on the west side, you’ll stumble upon The Silver Dollar Room, which opened in 1958. The venue, where Bob Dylan, Levon Helm (The Band), Barenaked Ladies and Blue Rodeo once played, closed this past May; a high-rise student-housing complex is set to take its place.

Behind the bar at The Cameron House is a sign that says it all for musicians and local music fans: This is paradise.
Behind the bar at The Cameron House is a sign that says it all for musicians and local music fans: This is paradise. MICHELLE SIU/THE GLOBE AND MAIL 

Other notable recent venue casualties in Toronto include The Hideout, Soybomb, The Hoxton, The Central, Holy Oak, Harlem, and Seven44. They followed the earlier exit of the The Colonial Tavern, Albert’s Hall, The Gasworks, The Edge, The Diamond, and The Bamboo. As Toronto arts weekly Now Magazine noted last March, seven music clubs alone closed in the first three months of 2017.

They’re falling in succession amid a perfect storm of economic factors that threatens them and other small businesses: As core real estate soars in value, property assessments and taxes rise in concert. Landlords then either find wealthier tenants who can afford escalating rents or sell to developers eager for their coveted properties.

“Progress is inevitable,” says Erin Benjamin, executive director at Music Canada Live, the voice of Canada’s live music industry. “Real estate will continue to rise.”

The Cameron House’s exterior is as colourful as its fresco-ceilinged interior. Resident artist Napoleon Brousseau created “10 ants” on the facade as a play on words for the tenants above the bar.
The Cameron House’s exterior is as colourful as its fresco-ceilinged interior. Resident artist Napoleon Brousseau created “10 ants” on the facade as a play on words for the tenants above the bar. MICHELLE SIU/THE GLOBE AND MAIL 

The net effect for musicians, particularly the younger ones learning their craft and not yet ready for the city’s bigger halls and arenas, is troubling – fewer small venues means fewer opportunities to play. Fans lose out, too.

Toronto isn’t alone, either. Other major cities with robust real estate markets are experiencing the same trend.

Despite what many call a crisis, it’s not all doom and gloom, though. Amid these countless closings, some Toronto venues have reopened (Hugh’s Room) or are set to reopen (El Mocambo) with new looks and new business models. Additionally, Massey Hall, part of the non-profit charitable corporation that also operates Roy Thomson Hall, is entering the second phase of a massive revitalization project that will include two new performance spaces.

Grossman’s Tavern on Spadina Avenue in Chinatown has been open since 1943, making it one of Toronto’s longest-running music venues.
Grossman’s Tavern on Spadina Avenue in Chinatown has been open since 1943, making it one of Toronto’s longest-running music venues. MICHELLE SIU/THE GLOBE AND MAIL 

The other good news: City councils, not just in Toronto, but other metropolitan areas such as Hamilton and London, Ont., are taking notice, adding “music offices” inside their local governments as liaisons with the music industry. “The news of venues closing is always a concern,” says Toronto councillor Josh Colle, who is a member of the Toronto Music Advisory Council (TMAC). “It alerts us to how important these venues are.”

Mr. Colle says TMAC is working on dozens of reviews related to live music venues: everything from bylaw changes to conversations between developers, planners and landlords. He acknowledges that taxes and rising real estate affects more than just music clubs. “We are losing bookstores, green grocers, shoe stores, etc.,” he adds. “The way MPAC [the provincial Municipal Property Assessment Corp.] assesses properties based on their highest and best use is a threat to every local business.”

Fellow councillor Mike Layton, who previously served on TMAC, adds: “There’s no doubt rent is playing a significant role in many of these closings. Unfortunately, there is not much we can do in limiting commercial establishments and the taxes they pay; that’s not within our powers but it is adding significant pressure. In municipal planning, we don’t zone for people, or for the tenants, we zone for the use.”

The boarded up Silver Dollar Room, right, joins the number of live music venues that have been shutting down in Toronto.
The boarded up Silver Dollar Room, right, also on Spadina Avenue, joins the number of live music venues that have been shutting down in Toronto. MICHELLE SIU/THE GLOBE AND MAIL 

The cost of real estate makes it prohibitive for certain kinds of businesses such as live music venues to thrive in certain neighbourhoods. Besides trendy Queen Street West, take Yonge Street. This is an issue close to Mark Garner’s heart. Following the recent closure of Hard Rock Cafe on Yonge after its lease expired and the owner was asking for $2-million a year in rent, plus taxes and other expenses, the chief executive officer of Downtown Yonge Business Improvement Area is now working to help protect more of these legacy venues.

“We do a great job in Toronto of protecting the facades of our buildings, but we don’t protect the interiors,” Mr. Garner explains. “Taxation increases are really what is decimating these businesses – especially in our patch of the city. What happens on Yonge will eventually happen on Ossington [Avenue] and other neighbourhoods.”

Hard Rock is being replaced by a Shoppers Drug Mart.

Mark Garner, executive director of the Downtown Yonge BIA, says his organization is trying to do more to protect live music venues. Hard Rock Cafe, on the left, is among recent casualties.
Mark Garner, executive director of the Downtown Yonge BIA, says his organization is trying to do more to protect live music venues. Hard Rock Cafe, on the left, is among recent casualties. GALIT RODAN/THE GLOBE AND MAIL 

“We did an analysis of buildings on Yonge, from Queen Street to Bloor, and found buildings appraised in 2012 for $2.6-million are now valued at $12.2-million,” Mr. Garner continues. “How do you phase in that kind of tax increase?”

More than 100 people recently attended a live music town hall at Lula Lounge on Dundas Street West in Toronto. Present were Mike Tanner of Toronto’s music office and Jeff Cohen, the majority owner The Horseshoe and Lee’s Palace. Other venue owners, music industry stakeholders, journalists, artists and patrons of live music also attended. Issues discussed and debated ranged from loading zones outside venues and noise bylaws to what everyone agreed was the elephant in the room – rising real estate prices in the metropolitan areas across Canada and the ensuing rise in commercial property taxes.

Most club owners lease space from a landlord. When that lease expires, there is often no barrier to how much that rent can increase. While rent control exists for many residential properties, that’s not the case when it comes to commercial buildings.

The Cadillac Lounge on Queen Street West is to be sold even though the club’s propriator also owns the building. ‘I’m still struggling to make the business happen and get people in the door,’ owner Sam Grosso says.
The Cadillac Lounge on Queen Street West is to be sold even though the club’s proprietor also owns the building. ‘I’m sitting on all this property that is worth a lot of money,’ owner Sam Grosso says. MOE DOIRON/THE GLOBE AND MAIL 

Sam Grosso, owner of Cadillac Lounge on Queen Street West, is one of the lucky operators who also owns the building. Still, it’s a struggle. And, that’s one of the main reasons the small-business owner recently decided to put the building up for sale.

“I pay my mortgage every month, not rent to a greedy landlord who keeps jacking up my rent until my lease expires,” Mr. Grosso explains. “It’s a double-edged sword. I bought the property for a good price years ago, but I’m still struggling to make the business happen and get people in the door.

“Meanwhile, I’m sitting on all this property that is worth a lot of money. You are beating yourself against the wall, and sometimes I ask myself: What am I doing?”

At the end of the day, Ms. Benjamin at Music Canada Live says all discussions about live music venues and real estate need to be long-term; there is no short-term solution.

“It’s important for TMAC and for other cities to pay attention and prioritize live music spaces in that big picture,” she says. “Once they are gone, it’s hard to bring them back.”

Refreshed Walper Hotel a symbol of downtown Kitchener’s resurgence

HOTELS

Refreshed Walper Hotel a symbol of downtown Kitchener’s resurgence

A $10-million investment has not only restored the historic gem but it has also given the rebounding city a missing amenity – upscale, boutique lodging

DAVID MCPHERSON
SPECIAL TO THE GLOBE AND MAIL 
PUBLISHED APRIL 23, 2019 

The rejuvenated Walper Hotel has filled a void in downtown Kitchener, offering upscale accommodation. MICHAEL MURAZ

Jazz legends Duke Ellington and Louis Armstrong once stayed there. So did Eleanor Roosevelt and the Queen Mother. But over recent decades, The Walper Hotel’s appeal – and appearance – declined.

Today, though, thanks to a $10-million transformation and reinvention led by Perimeter Development Corp., the boutique hotel in Kitchener is back in ascendancy and has become the hot spot to rest your head in Waterloo Region – for everyone from locals on staycations to Prime Minister Justin Trudeau, who had a recent stay.

“When it came about to be involved in acquiring the hotel, we jumped at it,” says Craig Beattie, founding partner at Perimeter Development. “We saw it as an opportunity to bring that hotel back to what it once was. We’ve been working on a lot of different projects in downtown Kitchener for a number of years, and through all the relationships we’ve built with the tech community and local CEOs, we kept hearing time and time again that the missing piece was amenities downtown, in particular quality accommodation.

“Companies would have visitors come in to the region from out-of-market and they would have to limo them back and forth from Toronto because there was not the quality of hotel offerings locally.”

Built in 1893, designated as a historic landmark under the Ontario Heritage Act in 1983, and reimagined in 2017, The Walper Hotel sits at the corner of King and Queen streets – the heart of Kitchener’s downtown. This stretch of street had fallen on hard times in recent decades, and along with it The Walper had lost its regal stature.

Perimeter Development joined with Bogdan Newman Caranci Inc. (base building and restoration architect), Dubbeldam Architecture + Design and Jill Greaves Design (suites and guest floor design), and Dialogue 38 (lobby and second-floor public spaces design) to give the property a much needed facelift.

The time to invest was right. First, there’s the technology boom in this area often referred to as Silicon Valley North. Not only does the area have branch plants of some of the world’s largest tech companies (Google, Yahoo and Shopify, for example), but Waterloo Region also has the second highest startup density.

Add to that the new light-rail transit route (on which the hotel sits), set to be operational sometime this summer, and the hotel is a key part of the Kitchener rebirth and rapid growth story.

The Walper’s pledge of personal service is combined with 92 unique rooms to exude a vibe that rivals hip boutique accommodations in San Francisco or New York. It’s the little touches, such as in-room, pour-over coffee service, staff that know your name, and modern spaces. Canadian Juno award-winning musician Stephen Fearing recently stayed one night, following his sold-out solo gig around the corner at The Registry Theatre. The artist’s only regret? He couldn’t stay another night.

“It was very enjoyable,” Mr. Fearing says. “It’s a very sleek and elegant space, well-appointed and modern.”

The Walper Hotel, with rooms created by Dubbeldam Architecture + Design and Jill Greaves Design, has capitalized on the Kitchener and area’s tech boom, as industry visitors and locals alike seek out increasingly sophisticated lodging. GILLIAN JACKSON/HANDOUT

Growing demand from local businesses, combined with the overall growth in commercial and residential construction in the surrounding area, were the biggest investment drivers for this modern redevelopment project. As more technology companies call Kitchener home, their employees want amenities nearby, as Mr. Beattie notes. Visiting executives and potential recruits are also looking for a cool place to stay.

Michael Litt, chief executive officer of online video hosting firm Vidyard, loves the new and improved Walper. The hotel is visible from the software startup’s rooftop patio nearby. Not only do his leadership team, board members and investors stay there when they visit, but the firm also holds executive strategy sessions in the historic hotel’s Oak Room.

“When we are recruiting executive leadership, they stay there,” Mr. Litt says. “We put a welcome basket in the room with some snacks, and Vidyard swag. It’s a warm and welcoming experience you wouldn’t get out of a bigger chain, which we were using prior to the renovation.”

Gaze down King Street toward the heart of Kitchener’s core from Google’s office (located in a restored building that was once a rubber factory) and the signs of this growth in what is known as Kitchener-Waterloo’s Innovation District are visible on every corner. On one side of the street, a sign proclaims a new Liquor Control Board of Ontario outlet is “coming soon;” on the opposite side, a crane is busy hauling material for 345 King West – Perimeter Development’s new 116,000 square-foot, six-storey office building, expected to be ready in the fourth quarter of 2019.

In the first quarter of 2019 alone, the City of Kitchener issued close to $1-billion in new building permits. That comprises about 15 developments, which will have 2,500 residential units, either condos or apartments. Add to that about 700,000 square feet of office space with roughly 125,000 square feet of retail at grade in the various developments.

“We are really excited about what’s happening,” says Brian Bennett, the city’s manager of business development and economic development. “The volume of growth we are experiencing downtown is unprecedented. A lot of that is predicated by the LRT as we’ve been encouraging intensification along the LRT route and in the central transit corridor.

“The evolution will continue over the next number of years,” he adds. “We just have to wait and see what the impact of the LRT will be.”

The hotel sector in the region is also poised for future growth, if supply can meet the apparent demand. “The Kitchener-Waterloo region continues to be highly sought after by hotel investors, particularly given a lack of product available for sale in the GTA [Greater Toronto Area] and the overall strength and growth potential of the region. However, only a small amount of properties have come up for sale in recent years,” says Fraser Macdonald, senior analyst of hotels with Colliers International.

According to Mr. Beattie, the biggest potential game changer, which he believes is only a matter of time, would be an incoming GO rail service from the GTA.

“What a lot of people don’t realize is that there is as much – or more – incoming traffic into our region for employment as there is going out to Toronto,” he concludes. “To have an incoming GO service is a huge game changer. There is lots happening behind the scenes on this front and it will be phenomenal when it happens.”

The Walper Hotel was built in 1893 but was refreshed a couple of years ago under the new ownership of Perimeter Development, in conjunction with lobby designer Dialogue 38 and others. LANGEN STUDIOS INC.

SOUND ADVICE: STEVE WAXMAN’S MUSIC CAREER GUIDANCE

photo: Heather Pollock

After Steve Waxman graduated from NYU in 1982, with a screenwriting and acting degree, he stumbled into the music business. It was the tail end of the recession. Waxman took a Madison Avenue gig as an errand boy for Aucoin Management (KISS, Billy Idol). Two hours into his first day on the job, he knew he belonged in this business.

Nearly four decades later (the last 27 in publicity, promotion and marketing at Warner Music Canada) Waxman uses his talents and experiences today to help artists discover their story with his recently launched business: I.M. Steve Waxman. Just like landing that first job with Aucoin, finding this new calling at 60 was a “happy accident.” The epiphany came after many coffee conversations. He stresses his service is not a consultancy; rather, he offers entertainment career guidance.

“You need to define the narrative first”

Waxman is a storyteller with a curious mind, and a conversation with him is a lesson in listening. He rambles from one anecdote to another. Each sentence starts with, “Did I ever tell you about the time…?” From stories of dressing up in KISS’ outfits in Aucoin’s warehouse along the Hudson River to launching Scott Helman’s career, what emerges is this: Waxman knows his narrative. The value of an authentic story, well told, pairs with the most important lesson Bill Aucoin taught him: we’re all facilitators.

“If the artist has a vision, it’s our job to make sure they succeed at their vision, but so many artists don’t even know who they are,” Waxman explains. “They want to put themselves in the hands of the ‘experts’ and let the ‘experts’ guide them. Bill taught me to do it a different way. You need to sit together and figure out how we can get out of you what your vision is, but you need to define the narrative first. Sometimes you just need an unbiased third party to ask all the right questions until you figure it out, but it has to come from you.”

Once an artist has a clear vision and a compelling story, Waxman works with them to determine what steps to take next, and what actions make the most sense at that particular stage in their career, by asking the right questions. Do they need a manager? What about a publicist? Just because you made a record or uploaded some songs to Spotify, Waxman says, this alone is not a story. You need something that defines you or your band, and makes you stand out.

“My goal is to help as many artists as I can get into a position where they can successfully take the next step, whatever that is,” he says. “From getting out onstage to finding a manager or agent. Your best friends are always going to be wowed by what you do. You need an unbiased truthsayer if you’re going to take your career seriously.”

Connect with Steve to learn more about how he can help you navigate your career and define your narrative: https://www.imstevewaxman.com/

Steve’s Top Five Tips

  1. Set goals. A lot of times people don’t set goals, or they set goals that are too big, like ‘We want to fill an arena one day.’ That’s a big goal that’s hard to get to, unless you have a whole bunch of smaller goals you can achieve first.”
  2. “Ask questions like, ‘What makes you special?’ Define your narrative and start to create your unique story. Then, figure out how to get this story out to the world.”
  3. Be original. Chasing what’s on the radio, or someone else’s sound, is pointless.”
  4. Develop your live experience. People often don’t think about that enough. What are you doing to entertain your fans? Envision what your greatest performance looks like, then scale it back to what you can afford. Keep that vision in your head, so when people see you perform, it always looks bigger.”
  5. Get social. Create content online that’s consistent, and matches your narrative and vision. Many artists fear social media; they think you have to be everything to everybody, all the time. Instead, you need to strategize and plan.”