To support music professionals across the U.S., the Recording Academy's Pacific Northwest Chapter has teamed up with Sonic Guild to launch More Than Meets The DIY — a virtual, monthly educational series designed to equip artists with the tools they need to navigate today's music industry. Each session takes place the first Tuesday of the month and is available to rewatch via GRAMMY.com and YouTube.
"Community is at the center of everything we do," says Jessica Toon, Senior Executive Director of the Recording Academy's Pacific Northwest Chapter. "In developing this program, we sought to engage with artists, industry professionals, and organizations like Sonic Guild to deliver consistent, repeatable programming for our members on a range of topics they've been asking for: publishing and royalties, writing for sync, financial wellness, business fundamentals, mental health, marketing and publicity, political advocacy, and much more."
The debut episode, "The Evolving Role of the Record Label," featured Sub Pop CEO Megan Jasper and Beggars Group President Nabil Ayers in conversation with Toon. Together, the three explored how labels support artists in a landscape where everything from recording to distribution can be DIY — but isn't always the right fit for everyone.
"I don't think the role has actually changed at all in its most pure form," Ayers said. "It's hopefully people who love the artist they're working with and wanna share [them] with other people and wanna make a way of doing so."
Jasper agreed, adding that a label-artist relationship often extends beyond business. "You end up going through these first-time moments with them," Jasper said. "The first time they're on TV, it's a huge deal — something really meaningful to their families. You're alongside them through so many real-life moments, and it becomes incredibly bonding."
The series will continue through November 2025 and explore topics like financial wellness, sync licensing, artist advocacy, marketing and publicity, and mental health. Whether you're self-releasing your music, building your team, or curious about publishing and royalties, More Than Meets The DIY offers practical insights directly from people who've been there.
Check back on this page and the Recording Academy's YouTube channel each month for new episodes and insights.
October 29 | “Marketing Pt.2: The Art of Releasing”
Guests: Nikki Barron (founder, Casita Azul), Abbie Gobeli (social media manager, content producer, Sub Pop Records; on-air host, KEXP, Daniel Lyon (singer/songwriter; frontman of Spirit Award and Packaging; talent buyer, Rabbit Box Theatre in the Pike Place Market).
Moderated by K Van Petten (marketing director, Sonic Guild Seattle). Hosted by Jessica Toon (Senior Executive Director, Recording Academy’s Pacific Northwest Chapter)
September 25 | "Designed to Last: The Intentional Artist’s Mindset"
Guests: Oblé Reed (Artist), Ryker (Manager)
Moderated by Jessica Toon, Recording Academy PNW Chapter; K Van Petten (Sonic Guild Seattle)
August 22 | "Amplifying Change"
Guests: Jordan Swider (Co-Director/Treasurer, WANMA), Kate Becker (Creative Economy Director, OEOCE / KCEO), Leigh Bezezekoff (Co-Director/VP, WANMA), Shannon Welles (Commissioner/Co-Chair, Seattle Music Commission), Victoria Contreras (VP/Co-Chair, Recording Academy PNW Chapter), Shaina Foley (GM/ Partner, The Crocodile Venues)
Moderated by Jessica Toon, Recording Academy PNW Chapter
July 25 | "Tour Support"
Guests: Ali Hendrick (Partner/agent, Arrival Artists), Alie Byland (singer/songwriter, Byland) and Mackenzie McAninch (owner, National Seat Filing)
Moderated by Sonic Guild CEO Ben London
June 11 | "Sync Licensing: Where Music Meets Film, TV, Advertising, and Beyond"
Guests: Executive Music Producer Duddy Brown (AudioSocket) and artist Shanice Antonia
Moderated by Jessica Toon, Recording Academy PNW Chapter; K Van Petten (Sonic Guild Seattle)
May 27 | "Money Talks: Financial Wellness For Musicians"
Guests: Steven Palin (KLBM), Keaton Layman (Avantia), & Dominic Cortese (Accounting & Tax Services for Artists)\
Moderated by Jessica Toon, Recording Academy PNW Chapter; K Van Petten (Sonic Guild Seattle)
April 1 | "The Evolving Role Of The Label"
Guests: Megan Jasper (CEO, Sub Pop) & Nabil Ayers (President, Beggars Group)\
Moderated by Jessica Toon, Recording Academy PNW Chapter