Thinking Different. Expanding your audience.

Thinking Different. Expanding your audience.



The Sound of Money® An Artful Way To Talk About Money. Jaimie M. Blackman

“Ah, music,” he said, wiping his eyes. “A magic beyond all we do here!”
― J.K. Rowling, Harry Potter and the Sorcerer’s Stone

Meet Kevin Higgins. Kevin  lost his left leg in a motorcycle accident 19 years ago.  The horrific phantom pain from nerve damage caused by the traumatic amputation caused a downward spiral to a life filled with pain medication and failed relationships.  Until the day Kevin walked into a Yamaha music store and played one of the few songs he remembered from childhood piano lessons, “Open Arms”, by Journey.  Kevin realized that while playing the piano his pain went away.

He returned to the music store day after day for relief from his excruciating pain.  When Kevin’s mom shipped his old piano 300 miles to his home, Kevin’s life turned around forever.  Music saved Kevin’s life.  Kevin’s values-based decision led him to become a “Missionary for Music” and now brings the message of the healing power of music to those suffering from chronic pain and mental illness.

Today, Kevin is the Music and Wellness Director at Alamo Music Center in San Antonio, Texas, where he shares the powerful ability of recreational music making (RMM) to lessen or overcome chronic pain and suffering. Kevin works with many individuals and organizations, including the Wounded Warriors, people with Parkinson’s disease, and the Battered Women’s shelters, as well as relating his story of music and wellness to students and teachers.

Kevin is an advocate of and heavily involved with the Yamaha Music and Wellness Institute (YMWI), a nonprofit organization that promotes the scientifically proven health benefits of enjoyable and creative music making.  Recently, I had the great pleasure of speaking with Kevin Higgins about his values-based life work.  I found a man dedicated to helping those suffering from the stress of chronic pain using the power of making music.

A person does not have to be a great musician to benefit from the positive outcome of music playing, you just need to find joy in the playing.

Kevin was once a man who was in so much pain that at one point he wondered if, as he states, “God hated him”?   He felt that he was a burden to family and friends and had nothing to contribute to society.

Today, Kevin has no pain and is making joyful music while spreading this message of hope and “salvation” to others who are suffering. Kevin has received the Jefferson Award for Public Service as well as the Hidden Hero Award presented by the San Antonio Chamber of Commerce, for his work in helping others through music.

He has spoken at numerous schools and has presented his life changing story to the physicians of the Bexar County Medical Society.  Kevin is an active fundraiser and is helping set up music and wellness programs in his community and others.

When music retailers are complaining about how their audience continues to shrink, it’s good to remember that many music retailers have only scratched the surface when thinking about who their customers are.

Alamo music through Kevin’s insights, has figured out a way to expand their audience through health & wellness programs. There are many untapped markets for music makers which music retailers may want to consider. For example, why not connect with a friendly HR director who is looking for ideas for team building, leadership training, or using music to learn about money. It could be a great way for you to help local companies solve their business problems, and at the same time get in front of a new audience.

Music retailers are creative. Use your creativity to expand your audience, an important strategy to increase the value of your business when you are ready to exit. What are you waiting for?

Jaimie Blackman

Jaimie Blackman — a former music educator & retailer— is a Certified Wealth Strategist & Succession Planner. Jaimie helps business owners accelerate the value of their company so it can be sold profitably when ready to exit. He is a frequent speaker at the National Association of Music Merchants, (NAMM) Idea Center and has spoken at Yamaha’s succession advantage.

His content has been published in multiple trade magazines including: Music Inc., Music & Sound Retailer, Canadian Music Trade Magazine, and Sound & Communications. His column is now published monthly in MMR— Musical Merchandise Review—and contributes to NAMM U online.

Jaimie is CEO of Jaimie Blackman & Company, and Creator of MoneyCapsules® and the Sound of Money®. To register for Jaimie’s live webinars, or to subscribe to his podcasts & webcasts, visit

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