Become a Performing Arts Industry Luminary
Dear “Successful” Musician,
From the outside, you have achieved the traditional definition of success:
You got into an orchestra.
You have a great teaching job.
You’re making a living as a musician.
But something’s missing.
You long to create a positive impact through the arts with the support of your dream collaborators and colleagues.
You yearn for a sense of purpose and fulfillment in your work and a tirelessly excited energy when you tackle a new project—all with the financial stability you’re accustomed to.
But these seem to be just out of your reach.
As a committed educator, you spend most of your working hours helping your students and colleagues to achieve their dreams.
But what about your dream?
Deep down, you know if you keep pushing your own dreams to the side, you’ll regret it someday (maybe you already do).
You’re ready to make your passion projects a priority—but you don’t know where to find the time or energy.
You want nothing more than to feel like you are living a life of creativity, impact, and fulfillment, while also developing a healthy financial foundation that will support you and your family. You want to live a life that celebrates your creative voice so you can share it broadly.
…Time in your schedule to sink your teeth into deeply meaningful projects.
…A loyal, engaged audience that loves your work.
…A six-figure income (or more) coming from work you absolutely love.
…An expanding network of colleagues and collaborators who open doors for you.
…Recognition for the deep impact of your work.
…Feeling in control of your career and its trajectory, rather than feeling like where you end up is a “happy accident.”
…Systems that make your life easier and allow you to make the most out of your limited time
…A calendar filled with dream-come-true opportunities.
And most of all:
A thriving career in music that excites, inspires, and sustains you.
There’s just one BIG problem:
You’ve worked hard to achieve a high level of success but now you’re asking yourself, “Is this really it? Am I fully living my purpose?”
- Wish you were performing more but you’re so busy with other projects that you have no idea how to make those opportunities happen……
- Can’t find the time to “unplug” for long enough to take a vacation let alone launch your passion project…
- Feel so exhausted and drained most of the time, that the thought of launching something new seems impossible…
- Have lost the feeling of joy and play that music once inspired in you, and you wish you knew how to regain it…
- Feel confused and frustrated when trying to articulate your big vision for your career…
- Lack direction and clarity as to the first (and subsequent steps) of launching your dream project…
- Sometimes wonder, “What’s the point of dreaming big if I don’t have time to pursue it?”…
- Start out a new project with gusto but soon get distracted by everyday obligations…
Friend, slow down…
You don’t have to slave away in the corners of your life to figure out how to make your dream projects happen.
You can stop pushing off the future you want and start living it today.
Let’s set you up to realize your big vision and move beyond “success” into boundless impact.
We at iCadenza are here to help you put YOU FIRST so you can stop letting chance dictate your future.
We know how you are feeling.
We are Jennifer and Julia, the co-founders of iCadenza, a company that helps musicians and arts leaders achieve professional success.
We are musicians, best friends from high school, and entrepreneurs who have spent nearly a decade helping musicians reimagine and create careers that are fulfilling, stimulating, and profitable.
Since founding iCadenza in 2009 and our talent agency Cadenza Artists in 2010, we have coached hundreds of musicians, from high school students to industry luminaries. Our clients teach at top universities, play in major orchestras, and perform at major venues in the US and abroad. They are Grammy Award-winning performers, prolific composers, published authors, jet-setting conductors, arts non-profit leaders and educational pioneers.
As talented and respected as our clients are, they come to us struggling to live their careers as boldly and fully as they wish they could.
Can you relate?
The musicians we work with are hard-working, disciplined, and persistent, as well as socially-minded, altruistic, and motivated by impact.
However, most adult musicians today received little to no training in how to turn their love of music into a profession that truly enriches their spirits and pays the bills.
As a result, many try to figure it out on their own, without considering the costs.
By the time musicians come to us, many have been spinning their wheels, watching years go by as they hesitate to take action on the projects that carry the greatest meaning and significance.
The most successful musicians know that to achieve their biggest goals, they can’t do it alone.
They need the support of a team that can provide the right direction and context for them to do their best work.
When our clients take the qualities that have made them successful in their current sphere and turn them towards their dream project, they become unstoppable.
That’s why we’re thrilled to introduce…
Idea to Impact: Launch your Breakthrough Arts Venture
A six-month program designed to help you launch a signature project in the arts, whether it be artistic, educational, entrepreneurial, or community-based, that is designed to be a career turning-point.
This career-catapulting program is designed to empower you with proven strategies and innovative techniques to help you design and launch a unique performance, educational, or entrepreneurial project that delivers big impact and sets you apart.
We will coach you through designing an amazing project that is totally unique to you and that takes you from competent professional to recognized and respected industry leader.
We have nearly a decade of experience working in multiple facets of the performing arts industry, and a proven track record of helping clients achieve results they previous had never even imagined. That’s why performers, conductors, composers, educators, and arts leaders come to us when they need help getting big creative projects off the ground.
We have lived the entrepreneurial path that is now considered the most viable way forward for musicians and we have countless case studies from our clients which have helped us identify the formula for professional success.
Idea to Impact is our first program that opens up our signature method, previously reserved for our individual clients, to a select group of performers, educators, and arts leaders who are committed to leveling up in their careers within six months.
You will be introduced to the MACRO Model, a framework for successful careers in the arts that we have spent over 8 years refining through our work with hundreds of musicians.
The MACRO Model emerged as a result of careful analysis of the musicians we represented through our roster at our sister agency, Cadenza Artists. We observed which musicians were having the most success and opportunity and evaluated the common behaviors, qualities, and traits that contributed to those successes.
Over time, we’ve added to and expanded the MACRO Model to make it the most comprehensive curriculum for professional development that we’ve encountered.
So many musicians come to us with an exciting idea, but without the strategy for how to make their dream project succeed beyond their wildest expectations. They often don’t think about how to make sure a new project becomes a significant career milestone that enables them to leap into new echelon of success and fulfillment.
Idea to Impact: Launch your Breakthrough Arts Venture walks you through every step of designing and launching a project that serves your professional and personal goals. Plus, you’ll have our full support throughout the process.
Your primary takeaways will be:
CRYSTAL CLEAR CLARITY
If you could look into your future, what would you want to see? You will learn to create your own crystal ball by realizing the path that you truly want. By identifying the essential criteria of a new project, you will able to design it with greater specificity and clarity from the get-go. You will develop the courage to discover your own truth and step forward into your new chapter.
That dream project that was just a dream? It’s going to become a reality during our six months together. Whether that means pressing go on an educational venture or non-profit, developing a new performance project that connects with your audience and sets your apart, or supercharging a project you already have in motion, you will experience growth in your professional activities and finances through the guidance and accountability of this program.
Your time is precious so you need to know exactly how to make the most of it. We will help you articulate your personal brand, communicate your vision, and negotiate partnerships on your terms.
You will learn to grow your dream network—an army of evangelists who will promote on your behalf, an abundant resource upon which you can draw, and a safety net for you to fall back on when times get rough.
A WORKING BUSINESS MODEL
Many artistic projects lack a solid business plan – and we won’t let you get away with that :). With our guidance, you will launch a project that works for your life and enables you to step into a new financial reality.
GETTING REAL ABOUT MONEY
As musicians, we want to do great work and have an impact. However, we can only do this at the highest level if the work we do is valued – financially and otherwise. We want you to be paid well for the work you do, and we will teach you the pricing, fundraising, sales, and negotiations strategies that will get you there.
Often, the only thing standing in our way is ourselves. We will guide you as you shift your internal voice to a place of positivity and support while helping you develop growth-driven patterns.
By realizing your dreams and setting goals based in this vision, every step you take forward will be towards a fulfilling career. This can be scary! We will be with you every step of the way in taking the steps towards this new reality.
We will be training you on the “secret sauce” that has enabled our bootstrapped arts-industry companies to grow from a founding partnership of two to a team of 15: how to be a leader who transforms others through coaching and mentorship.
At iCadenza, we are in the business of developing people. That includes all of the artists we support, the arts leaders whose organizations we consult for, and the teams that work in our companies. Our approach to coaching and talent development has been considered unique and groundbreaking in our industry and we believe it is the secret to our success.
These methods will not only empower you to build meaningful collaborations and partnerships, they will help you become a more effective educator, leader, mentor, and advocate.
In our six months together, you will be guided through a hybrid program of online learning and highly personalized coaching.
COMPREHENSIVE ONLINE TRAINING
- 20 video modules that walk you through exactly how to identify and launch your passion project, taught by iCadenza’s founders and team of expert consultants
- 20 PDF workbooks with assignments and action steps that lead to breakthrough ideas and results
- Access to templates, email drafts, and other done-for-you tools that save you time and guide your growth
- An exclusive community of supportive industry professionals all tackling similar challenges
- Access to the iCadenza team in keeping you on track with your goals
- A built-in network of colleagues and potential collaborators
LIVE GROUP COACHING
- Exclusive access to weekly Q&A sessions where you can address specific topics with the iCadenza team and from the experiences of your colleagues in the program
- Monthly 30-min 1-on-1 coaching calls with our expert consultants and coaches to keep you accountable as you move through the curriculum and help you address specific concerns and obstacles
YOU WILL ALSO GET:
- Forever access to all live training materials
What clients say about working with us:
“I’m developing exciting commissions and partnerships on a regular basis.
Julia and Jennifer have a way of turning what I at first perceive as a roadblock into an opportunity that I could not have imagined. They constantly think outside of the box, steering projects and collaborations so that they will nourish my artistic goals.
They also pay great attention to my overall emotional wellbeing, and will help me pinpoint what kinds of projects and responsibilities are ultimately a drain on my time or energy. Knowing that I can trust iCadenza to advocate for me and my work, and that no detail will go unnoticed, provides immense relief and freedom.”
Julia Adolphe, Composer
“iCadenza created a massively supportive, proactive, and positive surge in my professional life.
iCadenza helped me recognize internal obstacles and take active steps towards overcoming them. Plus, the team has an amazing network of resources to offer artists at all stages of development. I would encourage anyone drawn to iCadenza’s consulting program to open-heartedly ask themselves what they would like to achieve in partnership with this group, and feel confident that if they commit they will have every reason to succeed.”
Heather Powell, Violinist
“We’re doing concerts in Europe, recording more albums, and organizing events locally.
When I started working with Jennifer and Julia, I was hoping to take my ensemble to a new level: more performances, more recognition, more engagement. Things are now in a great place and I’m very happy with where we ended up.
With Jennifer and Julia’s guidance, we broke into the European concert scene, plus we embarked on an entirely new type of project (our music-and-feasting events). I even hired a new assistant to take on significant managerial responsibilities, which has turned out to be a terrific move.
Jennifer and Julia are responsive to questions large and small, and have so many good ideas you had about how to move forward. To anyone thinking about working with iCadenza, I would say: go for it!”
Jesse Rodin, Artistic Director of Cut Circle, Associate Professor (Musicology), Stanford University Department of Music
Everything that’s included:
- Access to 20 modules. ($3000 value)
- Access to weekly action-oriented assignments ($600 value)
- Access to weekly Q&A Sessions ($2600 value)
- Individual Coaching sessions ($8000 value)
- Private Community of Colleagues ($3000 value)
And beyond that, we are thrilled to offer you the following bonuses:
Bonus #1: MACRO Model and Assessment ($5000 value)
Our signature method is the framework of our work with individual clients, and now you will get to experience it. We designed this method by analyzing the key success factors of musicians who are experience the success, fulfillment, and impact we dream of when we first begin our careers. You’ll be able to diagnose your strengths and growth opportunities in order to achieve the whole package.
Bonus #2: CAREER STRATEGY with Jennifer Rosenfeld ($8000 value)
Jennifer specializes in helping clients architect a winning career strategy and design game-changing projects. Between her creative ideas, synthesis of industry trends, and ability to help clients take bold action in spite fear and resistance, she will help you identify pathways that are perfect for you. When she is not helping clients step into their bold career dreams, you can typically find her learning to play the ukulele and writing musicals.
Bonus #3: INSIDE THE MANAGER’S MIND with Julia Torgovitskaya Rapoport ($8000 value)
In addition to being a trained opera singer, Julia is a master negotiator and a tireless advocate for her clients. She spends most days negotiating big deals with premier performing arts centers, symphonies, opera companies, and record labels. You’ll have access to the perspective and coaching of a top artist manager.
Bonus #4: NETWORKING with Lisa Husseini ($8000 value)
Lisa’s superpower is helping clients navigate the web of human connections that are essential for any career in the arts. She helps even our most introverted clients step into a confident and authentic style of building relationships. A conservatory-trained flutist, Lisa previously held positions at the New World Symphony and Seraphic Fire.
Bonus #5: PERSONALIZED FEEDBACK ON MATERIALS ($1000 value)
When launching a new project, you will need to create materials to explain and pitch what you do. You’ll have our expert eyes to give you nuanced feedback that can make all the difference.
Bonus #6: BE YOUR OWN AGENT ($397 value)
You’ll get access to our one-of-a-kind online program geared toward musicians who want to build performance tours. This program has helped participants establish thriving performance schedules for their unique projects.
Bonus #7: CORO BY iCADENZA ($340 value)
As a member of Coro, you’ll get access to a vast library of even more digital resources created by a handful of industry experts that will help you move your career forward. You’ll also be invited to our private facebook community of musicians around the world, and have access to 4 additional hours of group coaching every week.
Bonus #8: JOIN US, LIVE! ($300 value)
A free ticket to a 3-day event with the iCadenza team in 2019 (location TBD).
Bonus #9: A POWERFUL NETWORK (priceless)
We’ve worked hard to build a strong network in the performing arts industry and we love to be matchmakers. As a member of our program, we will be on the lookout for you when it comes to helping you build your network.
Click below to to book your Discovery Call with a member of the iCadenza Team.
What happens after you enroll?
Once you enroll, you will be sent an email confirmation that includes an intake survey so that we can get to know you and your goals. You will also receive the Orientation Materials (so you can get started immediately) and instructions for how to access the first module.
In Idea to Impact: Launch your Breakthrough Arts Venture, you will be guided through 20 content modules in the first 6 months. Then, you will have ongoing coaching support for the next 6 months. Launching a big project takes time, and we want you to have support as you go through the peaks and valleys.
Our 6-Month curriculum will teach you concrete tools and help you build the success behaviors you need. You will emerge from the program with a Career Milestone Project that will be your calling card, whether it is a performance project you want to tour, a consortium, a non-profit, an educational initiative, or another entrepreneurial or community-based venture.
Maybe you already know what that project will be, or maybe you are looking to discover it. Either way, Idea to Impact: Launch your Breakthrough Arts Venture will get you there.
Here is the curriculum outline:
- MACRO Assessment
- Laying the foundation for success
Month 1: Embracing your Value
- Honing in on your unique value proposition
- Creating the vision for your career
- Designing your success criteria
- Creating the architecture of your project
Month 2: Stepping into Action
- Testing your value proposition
- Goal setting and time management
- Mindset management and self-coaching
- Resilience and grit in the face of obstacles
Month 3: Spreading the Word
- Messaging your project
- Promotional strategy
- Content as a vehicle for connection
- Building an audience for your project
Month 4: Networking
- A relationship strategy that moves projects forward
- Building influence and impact
- Overcoming networking fears
Month 5: Enrolling Others in Your Vision
- Business development
- Pricing and negotiation
- Money Mindset
Month 6: Leadership and Coaching
- Embracing your full power to maximize your impact
- Helping others become their best selves
- Coaching skills that serve you in any situation
Idea to Impact: Launch your Breakthrough Arts Venture is not your everyday professional development program. With our expertise and connections in the music and performing arts industry, we help you take action on your dreams from all angles—not just one.
You will walk away not only with the tools to achieve your goals, but with motivation and energy to tackle the the path ahead.
During Idea to Impact: Launch your Breakthrough Arts Venture we will be sharing our most tried and true tools, tactics, and strategies to equip you with what you need to build the career of your dreams.
There are dozens of courses that can teach you the tricks, but we dive in deep to your mindset and your vision and work with you to build the connections which bring vision into reality.
Our promise to you:
This will be a time of great transformation, professionally and personally. You’ll gain the tools, resources, and community you need to build the career of your dreams.
You’ll step into the next six months with the confidence and ability to move your career forward into a phase of growth you haven’t experienced before.
You are ready for Idea to Impact: Launch your Breakthrough Arts Venture if:
- You have an idea for a dream project and you are committed to getting it off the ground in the next six months
- You don’t have an idea yet, but you are aching to identify that perfect, signature project that you want to sink your teeth into
- You are committed to expanding your financial vision for your career
- You are done with letting your work speak for itself, you are now ready to be the chief advocate for your projects and yourself
- You are willing to experiment with new mindsets and behaviors
- You are ready to embrace what makes you unique
- Above all, you are ready to take courageous action, even if you experience fear along the way
Signs that you’re not ready for this program:
- You may want bigger things but…now doesn’t feel like the time
- You are skeptical about having to take on more stuff to do. Can’t you just hire someone to take care of everything?
- You’re not interested in building a relationship with your audience
- You’re not willing to take responsibility for the success you want, instead you’re still waiting for gatekeepers to say yes to you
- You’re not interested in receiving feedback and guidance that will help you grow
- Your ideal vision of being a musician is being in a practice room all day – and you’re sticking to that!
Click below to to book your Discovery Call with a member of the iCadenza Team.
Frequently asked questions
What kind of musicians is this for? Is this just for musicians?
Idea to Impact: Launch your Breakthrough Arts Venture is suitable to anyone with experience in the performing arts who is looking to launch a signature project. We work with classical, jazz, world, and indie musicians, as well as visual artists, dancers, actors, and directors. Whether you are a performer, creator, educator, or arts administrator, this program will give you the tools to create a career-changing milestone project within the world of the arts.
I’m looking to start a creative project that isn’t about music performance. Is this the right fit?
Absolutely! Many of our clients (performing musicians and not) have worked with us to get book deals, launch non-profits and teaching businesses, and many other creative endeavors. You’ll learn the tools to launch any kind of creative initiative within the arts industry.
I’m really stretched financially as it is. Should I consider this program?
We want you to make responsible choices about your financial situation. If you are ready to follow our guidance and take action, we will show you the pathway to making more money doing what you love. If this is an area that feels new and unfamiliar, our coaching will help you learn how to grow your income.
I am super busy. How much of a time investment is this?
All of our clients have incredibly full lives. We’ve found that we all make time for what is most important. By doing this program, we are inviting you to prioritize yourself and the projects that are most meaningful to you.
That said, our program is designed to be as efficient and to-the-point as possible. We recommend that you reserve at least 3-5 hours a week in order to take full advantage of what this program has to offer.
I’m really uncomfortable with the things you mentioned – audience building, networking, business development. I recognize that I’d be more successful if I did those things but I’m not sure it’s in my DNA. Is this program still for me?
If you are nervous about networking, self-promotion, and asking people for money…then join the club! 99% of our clients feel that way. We applaud you for your willingness to acknowledge this discomfort. As long as you come into the program with an open mind and a willingness to try out new behaviors, we promise that you will surprise yourself with your growth.
How do I pay?
We can handle it all through Paypal. Easy!
I live in . Is this program for me?
The performing arts industry is truly international. We work with musicians all over the world and have seen that the concepts we teach have an international application. We welcome you to join!
I have more questions. Can I contact you?
Of course! Send us a note at jennifer [at]icadenza.com
Any questions? Reach out to jennifer [at]icadenza.com and we’ll get back to you shortly.
More success stories from our clients:
“iCadenza can help artists achieve not just what they desire, but what they could never even imagine.
It has been my privilege to work with the brilliant, dynamic founders and staff of iCadenza from the very beginning of their journey as both a consulting and managed client. The experience has been transformative.
While reasonably successful in the Motion Picture Industry—where I had spent the last twenty years—iCadenza has helped me tap into my “basic training” and first love of the concert stage. In addition to guidance and support, they have helped me develop my career and profile in myriad ways, among them marketing, image, promotion, etc., as well as the day-to-day proactive constructive and political processes necessary to forge a significant personal brand in today’s concert world.
Working with iCadenza is revelatory and the possibilities are extraordinary. Whereas I had been groping blindly for many years, my work and interaction with iCadenza has provided a compass to guide me to my goals, some of which I didn’t even recognize or acknowledge until I worked with them. They have helped me focus on what is important in my life and career, and to make positive decisions and take decisive and affirmative actions that lead me toward those objectives.”
Jeffrey Schindler, Conductor
“What I’ve gotten most out of working with Jennifer is the boldness to take action.
Before working with Jennifer, I had become so discouraged about achieving my dream career that I had let myself forget what that dream even was. In my first coaching session, Jennifer asked me point blank: “What do you want? What do you truly want?”
Just being able to tell someone what I really wanted was therapeutic, but having that
person then help you form the next steps to getting there was so encouraging and
exactly what I needed. It made my goal seem less like a lofty dream and more like a
reality—more importantly, she made me feel like I was in charge of achieving it.
iCadenza has unlocked a bold, daring, and fiery side to me that I always knew existed, but didn’t know I was allowed to unleash. I’m so grateful!”
Lauren Pierce, Double Bassist
“Jennifer and Julia help you get to the core of what you want out of your career.
I didn’t expect that I’d look back on this year and be so proud of my accomplishments. Since working with Jennifer and Julia, I started my own production company and gained a little more chutzpah in terms of requesting to sing for people when I wanted their attention. I also set up a structure for myself to eventually get more composing done.
This work isn’t a silver bullet, but it does help you clarify your ultimate goals and what will make you most fulfilled, and take steps towards those goals. Keep in mind that “the work” won’t be finished at the end of six months. It’s work that is meant to be ongoing throughout your career.
Many artists have motivation and desire, but need the road ahead to be illuminated just a little bit. I think Jennifer and Julia are a valuable and important source of light.”
Pamela Stein Lynde, Composer/Violist
“Jennifer and Julia transformed my teaching career.
I wanted to get more students signed up for my online studio at ArtistWorks. My growth had plateaued, and I just didn’t know how to get the word out. When it came to teaching, I was frustrated. I alternated between thinking that I was great at it but unappreciated, or that I just wasn’t as good as I thought I was.
Jennifer and Julia transformed my teaching career — and not only in the ways I had hoped for. I do have more students now, and I’m more selective about the teaching situations I accept. But I’ve also learned so much more about what my students (and potential students) actually want, care about and need to hear.
Before, I had no website to speak of. Now, my website speaks the message that I would have been shy about sharing before: ‘I’m here for you, I love to teach, and I will help you reach your goals!’
I feel as if there’s a big sky above and it’s up to me how to proceed! I now know that there are hundreds if not thousands who want and need my help.
I’m also full of ideas for future projects, after seeing the success we had together. I see multiple paths ahead and I feel empowered to choose the best one.”
Nathan Cole, First Associate Concertmaster of the LA Philharmonic & Violin Teacher at ArtistWorks
“Doors are opening wide.
My work with iCadenza has expanded my professional horizons in so many ways, in a very short period of time. I feel artistically supported and sustained by the spirit of innovation that is at the heart of the iCadenza mission, and liberated by my ability to lean on this team of consummate professionals who are also such warm and caring human beings.
I’ve never experienced this kind of support and collaboration before, and the results are immediately tangible. In my performing and recording work, doors are opening wide to welcome the projects we are creating, and I am boundlessly excited about the adventures to come. iCadenza gives me wings to fly.”
Lara Downes, Pianist
Results and Customer Testimonials
It’s important to note that your results using this program may vary and are not guaranteed. Your results will be based on many variables, such as your level of effort, marketing acumen, personal qualities, knowledge, skills, and a host of other factors. Since these factors differ for each individual, we cannot guarantee your success, results, or income level, nor are we responsible for your success or failure.