#02 Drew Alexander Forde — That Viola Kid

My guest on this episode is the classically trained violist, rapper and digital content producer Drew Alexander Forde.

Listen on: Apple Podcasts | Overcast | Spotify | Stitcher

You know it seems to me, that as a rule, people don’t pay a lot of attention to viola players. If I asked you today, there’s a fair chance you could name a couple of violinists and a cellist or two, but viola players rarely get noticed. Which is why, when I saw that an instagram account called That Viola Kid had 120,000 followers, I sat back and took notice. The thing is, not only is this guy a boss on instagram, the kid can play.

As a lapsed viola player myself, I was really curious to see what was going on with this account and the guy behind it. With a slew of engaging content on instagram and a thriving youtube channel as well, I reached out to That Viola Kid to see if we could talk. Neither being a classically trained musician or a big deal in social media is unusual on its own, but from the outside it seems an unlikely combination.

Join me as I dive deep into classical music, social media, story narratives and hip hop, with the best violist you know, That Viola Kid, aka Drew Alexander Forde.

In this episode we discuss:

How Drew’s mum began cultivating a love for classical music in him from a very early age
How he chose his instrument: “I was always looking for a way to express myself melodically, which is ironic, because I play the viola.”
Training yourself to be patient and have long term goals if you wanted to have any longevity in the social media space
“My goal is not to be the greatest violist on Planet Earth. I want to be the best violist you know.”
Why chamber music is the entry point to invigorate a new audience for classical music
GroupMuse - host your own chamber music house party
When trying to discover a way to be noticed, Drew asked “How would I get somebody to come to my concert?” To answer his own question, he challenged himself to become the online “big brother” of a lot of younger kids who play music.
How Drew’s audience has grown up alongside him. “There’s a kinship and an attachment that we’ve created.”
Creating a network where people feel like they’re seen and heard.
Social media is Reality TV 2.0 - where people can take a voyeuristic look into what their life might have looked like.
Wisecrack - a youtube channel that covers the philosophy of modern media
How we’ve changed the way we think about classical music
Rethinking the way classical music is presented and consider the possibilities of educational, interactive performances
Leonard Bernstein and the Young People’s Concerts single-handedly engendered and created an incredible new audience for classical music
The art doesn’t have to change, but maybe the way we present it does.
Duality
How To Make Money as a Musician
“The best part of creating your own music (especially with lyrics) is that it allows people to have an intimate conversation with you, and you with them.”
Shape of You
The ways artists can invest in social media
- Creating a story narrative
- Engage your audience by asking them questions
- Create content that you would want to see
  - Help somebody
  - Help them learn a new skill
  - Help them feel better
  - Answer questions & problems
- Help people understand what you do
- Don’t worry about going viral. Focus on spreading the largest foundation you can.
- The more content you have out there, the more likely you are there to stay
- Do it consistently, because you never know who may discover content and when
- You’ve got to be in the long game
How to develop a story narrative
“Imagine yourself as a tv show that has (hopefully) 80 seasons.”
The similarities between a story narrative and music’s sonata form.
The importance of building community and #playhomieplay
Focussing on the depth of engagement with your followers can help you become platform-proof

Follow: Drew Alexander Forde instagram youtube patreon website