It was about a musician frustrated with limited access to quality instruction, and using available technology to solve that problem.
When we sat down with Jared Falk, the founder of Drumeo and Musora, for our Music Explored podcast, we expected to talk about drums and online education. What we got was a masterclass in building something meaningful in the music industry—and surprisingly, many of the lessons apply directly to what we do at The DNA Project.
Here's someone who accidentally built a company with 80-90 employees, revolutionized music education globally, and still plays drums every day because he's "just addicted to music." Sound familiar? After 11+ years of building The DNA Project, we understand Jared's journey intimately.
"I was sick of paying $50 for a freaking DVD of a drummer shredding," Jared explained. "I wanted to get this information out there using modern technology."
This wasn't about disrupting an industry or crushing private teachers. It was about a musician frustrated with limited access to quality instruction, and using available technology to solve that problem.
At The DNA Project, we've taken a similar path. We didn't start as "entertainment consultants" trying to disrupt the booking industry. We started as musicians who understood what great live entertainment actually required—and saw how often events missed the mark because organizers didn't have access to that expertise.
The lesson: The best businesses often start by solving problems you've personally experienced. Your frustration is market research.
One of the most striking insights from the conversation was about teaching philosophy. As Jared explained, having just one drum teacher isn't ideal—you risk becoming a parody of that single instructor rather than developing your own voice.
"One of our taglines used to be 'an army of drum instructors' to give you perspective on everything you ever want to know about drumming," he shared. "Music doesn't discriminate at all. Music is all cultures, all different types of people."
This resonates deeply with how we approach entertainment booking. When you're planning a corporate event at Liberty Grand or a luxury wedding at Hotel X, you don't want just a band recommendation—you want access to our entire network of 11+ years of relationships across Canada. You want someone who knows which performer brings energy to a corporate crowd versus which artist creates the perfect ambiance for an intimate dinner.
Like Drumeo's "army of instructors," we've built a network that gives clients access to diverse perspectives and styles, ensuring they find the perfect fit rather than settling for whoever we happen to know best.
The lesson: Depth comes from diversity. Whether you're learning drums or booking entertainment, having multiple high-quality options creates better outcomes.
"I always tell people I'm kind of an accidental CEO," Jared admitted. "I never really planned to build this, but it just keeps growing and I just keep working my butt off and good things happen."
This hit home. How many of us in the entertainment industry started with a formal business plan? We started with passion for music, a commitment to excellence, and a willingness to solve problems as they arose.
What separated success from failure wasn't the business plan—it was the work ethic and the ability to evolve. From early online videos to DVDs to membership platforms ("like Netflix for drum lessons"), Drumeo kept adapting to technology and audience needs.
The DNA Project has followed a similar evolution. We've gone from a traditional band to booking agents to entertainment consultants. We've rebuilt after losing our original social media accounts. We've restructured our team, refined our processes, and continuously adapted our positioning in the market.
The lesson: You don't need to know exactly where you're going. You need to be willing to work hard, adapt quickly, and keep moving forward.
There's a beautiful moment in the interview when Jared recalls an early session with drummer Larnell Lewis (before he joined Snarky Puppy). The studio was out in farmland, and this 6'6" musician "unfolds himself" from the car and creates magic in the recording session.
"I remember sitting there thinking, this is really amazing content and inspirational content for drummers... I want to keep people on the instrument, so I love content where I watch and I have to run to play drums right afterwards."
That's the moment when you realize you're not just running a business—you're creating something that genuinely impacts people's lives.
We've had similar moments. When a client tells us the band we recommended made their corporate event the talk of the company for months. When a bride says the musicians we curated understood exactly what she wanted before she could articulate it. When a venue partner trusts us enough to make us their exclusive entertainment provider.
Those are the moments that transform "accidental CEOs" into intentional leaders.
Perhaps the most important insight from Jared's story is understanding technology's role. He described starting on YouTube in 2006—before Facebook was widespread, before sophisticated video software existed.
"We were putting videos online when there was nothing. It was really, really hard, actually."
But technology was never the product—it was the delivery method. The product was always great instruction, inspiring content, and keeping people connected to their instrument.
Similarly, at The DNA Project, we've embraced technology—from CRM systems to manage our extensive performer network, to digital marketing after losing our social media accounts, to modern AV production capabilities. But technology is how we deliver our expertise; it's not a replacement for 11+ years of relationship-building and deep industry knowledge.
The lesson: Use technology to amplify your expertise, not replace it. Your competitive advantage is human insight, not software.
"Music is like a universal language," Jared reflected. "I think everyone should have music in their life in some way or another... It's all cultures, all different types of people can experience music."
This philosophy—that music connects rather than divides—is precisely why live entertainment remains so powerful in our digital age. Whether you're hosting 500 executives at a product launch or celebrating your wedding day, the right music creates a shared experience that transcends backgrounds, ages, and preferences.
Drumeo democratized access to drum education. At The DNA Project, we're democratizing access to world-class live entertainment—not by making it cheaper, but by making professional-grade booking and consultation accessible to clients who might not otherwise know how to navigate the industry.
One detail that caught our attention: before Drumeo, Jared was flipping hockey cards online, trading vehicles, and working in various entrepreneurial ventures. His grandfather Abe would "put on a suit for sales pitches, then put on coveralls to unload a truck, then back to the boardroom."
This "do whatever it takes" mentality—what Jared calls being "Abe-like"—is essential in creative industries.
At The DNA Project, we've lived this. One day you're negotiating contracts with major venues, the next you're troubleshooting sound checks, then you're creating marketing materials, then you're coaching a performer on client expectations. You wear every hat until you can build a team—and even then, you stay connected to every aspect of the operation.
The lesson: Success in creative industries requires both strategic thinking and willingness to execute at every level.
After this conversation, we're reminded why we love what we do. Like Drumeo's mission to keep people "on the instrument," our mission is to keep people connected to the transformative power of live music.
Whether you're planning a corporate event, luxury wedding, or building a venue partnership, consider these insights:
Perhaps the most telling moment in the interview was this simple statement: "My drum sits right behind me. I play pretty much every day. I would play drums whether I was in the industry or not."
That's the difference between someone in the entertainment business and someone who is entertainment business. At The DNA Project, we're still musicians, still connected to the art form, still passionate about the craft—we just happen to have built a business around it too.
That passion shows in every recommendation we make, every relationship we maintain, and every event we help create.
Want to hear the full conversation with Jared Falk about building Drumeo? Listen to Episode 287 of the Music Explored podcast above. Ready to work with entertainment consultants who bring Grammy-level expertise and 11+ years of industry relationships to your next event? Contact The DNA Project to start the conversation.
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