SALT LICK INCUBATOR PROVIDES A BRIDGE TO SUCCESS FOR EMERGING ARTISTS
AS KIERAN RHODES stood in front of the crowd at the Salt Lick Incubator Showcase last June in Stockbridge, there was an air of quiet confidence in his movement and bearing. After stepping on an elevated platform in a gorgeous chapel on a private estate, he expressed his gratitude to the small audience through a brief and lighthearted introductory monologue. He cleared his throat, sat down in front of the piano, and pressed down on the keys with passionate intensity. When he belted the first heartfelt stanza of his opening song over a series of expansive chords, the room went remarkably silent. It mirrored a similar moment several years earlier, when a live audience froze in wonder during Rhodes’ audition for America’s Got Talent. Even the notoriously harsh judge, Simon Cowell, was won over, as were thousands watching on their screens.
The gathering of friends, musical colleagues, and local residents for the intimate Berkshire performance was a far cry from the crowd at his Boston Calling Music Festival debut a month earlier. Still, as Rhodes hammered the final note of his last song in the set, it was clear that the Stockbridge performance, hosted by former Berklee College of Music President Roger Brown, held an equal amount of emotional weight for Rhodes. It was the culmination of hard work spent as one of five artists in Salt Lick Incubator’s Winter 2024 class. The artistic development organization’s mission is clear and precise: to provide emerging musicians with the tools necessary to elevate their careers. Salt Lick Incubator has played a pivotal role in accelerating the upward trajectory of over a dozen talented artists, including Rhodes; Cinya Khan, Maya Rae, and Judah Mayowa of Tiny Habits; Farayi Malek; and many others. Each artist receives support, guidance, and access to invaluable networking opportunities, all of which are grounded in real industry experience.
Founded in 2022, Salt Lick Incubator was built on the extensive firsthand knowledge of founders Brown and Liza Levy. Under Brown’s 17-year leadership of Berklee College of Music in Boston, the school expanded its global footprint by opening campuses in Valencia, Spain; Abu Dhabi; and New York City. It also became the world's largest online music school and merged with the Boston Conservatory. During his time at Berklee, Brown took note of many talented musicians struggling to find success despite their talents and abilities. "My greatest joy at Berklee was getting to know students, understanding their musical skills, and seeing many of them pursue their trade,” he says. However, their dreams were sometimes hindered by the industry's pitfalls and randomness. “The initial thought behind Salt Lick Incubator was that I wanted to improve the odds for musicians in the earliest and most precarious phase of their careers,” says Brown. “This effort would not only benefit the musicians; it would also be a meaningful way for me to spend my time."
Levy began her career as a tour manager before working at several independent labels, such as Rounder Records in Cambridge, Massachusetts, and Concord Records in Los Angeles. During her decade at Concord, Levy oversaw marketing campaigns for artists like Alison Krauss, Steve Martin, and John Mellencamp. She later joined Universal Music Group in Santa Monica, California, where she managed commercial partnerships with Spotify and worked with iconic artists such as The Beatles and The Rolling Stones. Fifteen years into working for record labels, Levy realized that she missed her time with young and emergent artists. She then transitioned into working in talent relations at Berklee, where she was able to pursue her passion to help those young artists directly.
Still, the sheer student volume made it difficult for her to provide the customized support that the artists needed. When she was first approached by Brown with the idea that would eventually become Salt Lick Incubator, Levy realized that providing funding and focused support for emerging artists through a small, targeted program would bridge the gap in a powerful and effective manner. “We could dive into every aspect of what they were doing and help however we could be useful,” says Levy.
In line with that understanding, Salt Lick Incubator’s program has been designed to offer a broad array of supportive artist services. “The most straightforward support includes grants, where artists apply with a budget for specific needs like producing, engineering, mastering, or tour support,” says Levy. “More customized support comes from weekly meetings with grant recipients, discussing their projects and struggles to develop tailored plans." Grants typically range from $5,000 to $15,000. Funds can be used for various projects, such as producing songs and music videos, developing social media assets, and covering tour expenses. Musicians specializing in contemporary, song-driven genres like rock, folk, R&B, and neo-soul are invited to apply. Applicants must be at least 18 years old and have control over their master recordings. Applications are evaluated based on artistic quality, alignment with the Incubator's mission, and project feasibility. The upcoming grant cycle deadline for the upcoming 2025 class is January 31, 2025.
To help artists move forward with all of their goals, Salt Lick Incubator boasts talented in-house production and PR teams. Their efforts are bolstered by an artist advisory board, which includes popular and celebrated musicians like Charlie Puth and Alison Brown, among others. During the program, the young artists are paired with fellow program participants as well as high-profile industry partners. Notable collaborators include Jon Batiste and advisory board member T Bone Burnett. Artists also are assisted with promotional strategies, such as developing timelines for releases, refining their social media engagement and posting schedules, and learning the basics of record label relations and streaming service editorial playlist pitches. They also participate in artistic retreats, where they have time to focus purely on music, songwriting, and creative growth in a nurturing environment away from their everyday lives.
The program culminates with the "Salt Lick Sessions," live tapings that are released on Salt Lick Incubator’s popular YouTube platform. These performance recordings have played a major role in propelling the careers of several artists and bands forward, such as Tiny Habits, who gained a massive following and network expansion in the year following their participation in Salt Lick Incubator’s inaugural Fall 2022 artist class. The Salt Lick Sessions are recorded in various studios with each successive Salt Lick Incubator class. Past sessions have been in prestigious studios such as Dimension Sound in Boston and The Village in Los Angeles. These sessions offer participants the opportunity to work in professional recording environments, enhancing the quality and reach of their musical projects. Artists are presented in their most authentic form, stripping back excessive post-production and tapping into the essence of their core artistry. According to Levy, the Salt Lick Sessions are open for musicians of all levels to apply, and they proudly feature artists outside of the program who are not grant recipients. “Everyone is eligible,” says Levy. “The application criteria for the Salt Lick Sessions is much less strict than our grant program.”
Brown emphasizes the importance of fully supporting developing artists. "Many artists face rejection and emotional turmoil over the course of their careers,” he says. “We try to be unconditionally in their corner, reinforcing our belief in their potential. We're not aiming to create the next Rolling Stones at any cost with no regard to the artists’ mental health. We want to help artists build a career as working musicians that is sustainable in every sense."
With holistic career sustainability in mind, Salt Lick Incubator’s program helps musicians expand their skills, focusing on what they need to improve to succeed in the industry while remaining true to their artistic values. "The success stories are incredibly fulfilling,” says Brown. “Watching artists like Tiny Habits, who went from having no paid gigs to selling out shows at The Troubadour, makes it all worthwhile. We like to think that we’re here to provide a nudge at the right time in the right direction."
It’s exciting to see artists perform at their first festival or release their first music recording, adds Levy. “Being there for these wins is what keeps us going.” Upcoming regional events include a partnership with the Umbrella Arts Center in Concord, Massachusetts, featuring a Salt Lick Incubator artist headline show on November 22. The triple bill will include Salt Lick artists Tonina, Micah Edwards, and Chance Emerson. Tickets are available at
theumbrellaarts.org. Salt Lick Incubator artist Alisa Amador will be performing at The Sinclair in Cambridge, Massachusetts, on December 5. Additionally, recently released music is available to stream from several Salt Lick Artists, including Melt, Carver Commodore, Farayi, Claire Ernst, Olivia Barton, Beane, Jordyn Simone, Kieran Rhodes, Piao, John Mark Nelson, and Paula Prieto.
As Salt Lick Incubator continues to grow, they are looking to expand live performance opportunities for participants and refine the reach and consistency of their social media
presence. Their goal is to broaden the fan base for the Salt Lick Sessions
video series, which holds the potential to significantly boost artists' careers
and exposure. Above all else, the supportive community that Salt Lick Incubator fosters, where musicians collaborate and draw inspiration and strength from one another, is the core to their success.
Farayi Malek is a vocalist, composer, fiddle player, songwriter, music professor, and faculty member at New England Conservatory (NEC) and Berklee College of Music in Boston. A grateful member of Salt Lick Incubator’s fall 2023 class, Malek grew up amidst a rich tapestry of musical influences. The bluegrass and Americana musical traditions Malek encountered during her childhood in Idaho beautifully coalesced with the timeless music of her mother’s favorite jazz pioneers, including Ella Fitzgerald, Louis Armstrong, and Nina Simone, forming a nuanced artistic identity.
Malek’s musical journey began in high school at Arts West in Eagle, Idaho, where she first delved into jazz. She later enrolled in the undergraduate program at NEC and earned her graduate degree from the Global Jazz Institute at Berklee. She joined Danilo Perez and the Global Messengers in 2018 while at Berklee. This collaboration involved recording a Grammy®-nominated album and touring across Europe and the United States, which greatly influenced her artistic development and broadened her musical horizons.
In addition to her own creative endeavors, Malek is deeply committed to education. She began her professorship at NEC in the fall of 2022, where she has taught students in their R&B, jazz, country, and pop ensembles. Malek is also a faculty member at the Berklee Institute for Jazz and Gender Justice. Her role as a professor has informed and influenced her own musical trajectory. "As I talked to my students and saw their bravery in putting themselves out there, I felt inspired to pursue my own music more seriously. My students would always ask, 'Farayi, when's your music coming out?' Their encouragement became incredibly motivating.” The dynamic exchange between teaching and performing fuels her passion for both, with each aspect enhances the other.
Salt Lick Incubator has provided the support and resources needed to elevate her artistry. Having known founder and former Berklee College of Music President Roger Brown from her time at Berklee, Malek was familiar with the Incubator's mission and values. "What attracted me first to Salt Lick was knowing that Roger was behind it,” she says. “I knew what a wonderful person he is and what an outspoken advocate he is for the arts and independent artists.”
Malek highlights the unique approach of Salt Lick Incubator, emphasizing its genuine support for artists. "Salt Lick is all about helping artists, and they offer real opportunities for us to meet, engage, and support each other. There’s no competitive spirit within the Incubator; it’s all about hyping each other up." Malek's involvement also has provided her with invaluable resources. The Salt Lick Incubator artist development grant she received has funded new music projects, and the collaborative retreats have exposed her to different songwriting approaches.
Her experiences with Salt Lick Sessions and the artistic retreats were equally impactful. "The session was incredible because it was quick, live, and unpolished,” she says. “It taught me that whatever I put into the world—even with flaws—can still speak to people.” The retreat that Malek attended in Fort Collins, Colorado, allowed her to collaborate with songwriters and producers from diverse backgrounds. "It was humbling and beautiful to see artists whose first priority is connecting with people. It made me realize how much I still have to learn.”
At the time of this interview, Malek was working on her debut EP, Edge of the Earth, which is set to be released in late 2024. This project explores universal themes of love, heartbreak, and self-discovery. "This record is about connecting to people and our shared humanity. It’s about love, loneliness, and contending with the darkest parts of ourselves," she says. The EP’s first single, "I Wrote You a Letter," was released in October. "I’m just really excited to put out my music.” shares Malek. “The EP is rooted in connecting to people through common themes we all experience.”
Malek's advice to aspiring musicians and music students is simple: Balance your dedication to the craft with experiencing life outside of music. "Don’t lock yourself in a practice room 24/7. Experience your life, go to museums, take walks, spend time with loved ones. Art is supposed to be a reflection of humanity.”
Music wasn’t Kieran Rhodes’ first passion. He initially dedicated his life to baseball, aiming to play for a Division I college team. His trajectory shifted dramatically during freshman year of high school in Ballston Lake, New York, when he taught himself to play the piano after a profound spark of inspiration guided him towards the ivory keys.
“One day, I was walking past the piano in my house, and I felt drawn to it. I just sat down and started playing, and it felt like destiny calling,” recalls Rhodes. Inspired by the songwriting and music of celebrated artists and bands such as Billy Joel and The Fray, Rhodes taught himself how to play by ear, and he began singing and writing songs. His focus then quickly shifted from sports to music. He walked away from baseball, poured his passion into his creative work, and eventually auditioned for Berklee College of Music. During his audition, he was prompted to read sheet music. Upon admitting that he was self-taught and didn’t know how to do it, he took another approach. He played original songs, and they saw his potential, awarding him a coveted spot there.
Rhodes initially majored in songwriting, but he later diversified his studies. "I was told by many mentors to not to major songwriting. They felt I already had a good grasp of it.” Rhodes took classes in theory, production, mixing, engineering, and film scoring. These experiences helped expand his musical knowledge and improve his technical skills, which helped him to elevate his songwriting through deeper understanding of music theory. While still enrolled at Berklee, Rhodes performed his introspective ballad, “Disengage,” during an audition on America’s Got Talent in 2022. His audition amassed hundreds of thousands of views on YouTube, and he gained significant momentum and recognition in the process.
After meeting Liza Levy and Roger Brown, Salt Lick Incubator’s founders, while at Berklee College of Music in Boston, Rhodes applied to the program during his senior year. Rhodes met Brown when he was still president of Berklee, and they developed a close working relationship in which Brown gave the young musician guidance and advice about his career. Levy offered crucial support throughout Rhodes’ time at Berklee, using the knowledge she gained through over a decade of industry experience working for record labels to help inform his career decisions. “They came in at a great time when I needed a little help moving forward in the direction that was best for me,” shares Rhodes.
Financial support from Salt Lick Incubator enabled Rhodes to take significant steps forward in his career by funding new music projects, including his recently released Instagram-viral single, “Saratoga 2017.”
“It's tricky early on in any artist's career, because you need to put in money to make it,” says Rhodes. The regular meetings with Levy also provided essential guidance. "Liza helped me strategize plans, send pitch emails, and ensure I had the next opportunity lined up. Being part of Salt Lick Incubator is like having a family that always has your back.”
As a member of Salt Lick Incubator’s Spring 2024 artist class, Rhodes also has benefited from the collaborative network, where class members provide each other with support and encouragement as they navigate career challenges. They also work together on musical projects. For example, if one class member is well-versed in songwriting while another is more comfortable with musical arrangements, they will collaborate. "Being part of this community, where we all go through the same struggles and support each other, has been incredibly helpful,” he says.
Rhodes moved to Los Angeles in the fall, and he is looking forward to future opportunities. His landmark performance at Boston Calling Music Festival in May was a notable highlight, marking the full-circle culmination of his time at Berklee. "Playing Boston Calling felt like the storybook ending to my Boston chapter,” he says. “It was an incredible and special moment.”
Rhodes has exciting plans for the future. “There will be many more singles coming out this year," he says. As he transitions from the East to the West Coast, Rhodes emphasizes the importance of following one's heart. "Ever since I sat down at that piano in high school, I've listened to the guiding creative voices that were screaming at me from within,” he says. “It doesn't matter what anyone else thinks. All that matters is what you feel and what makes you happy.”
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