this talk: is about work/life balance as a creative entrepreneur - with Lex Low
Hi, could you tell our readers a little about yourself and what you do?
Hey, I run a creative digital marketing firm called Latch that specialises in the music industry. We do everything from PR to content creation, radio plugging and creative direction. When I'm not super busy doing that I'm also a songwriter and producer.
What was your journey into your industry?
I bought a load of audio equipment when I was in my first year of university, started learning to produce and released my own music. From there, I saw more of the music industry and started doing PR for other artists. That eventually turned into Latch, which is comprised of me and four other amazing people. I decided at a relatively early stage not to specialise, and leave space to grow into different areas. It seemed like a mistake at the beginning but I'm glad for it now.
Are there any standout struggles that you faced along the way?
Trying to balance all my different lanes of work was a big struggle when I started Latch. My heart was fully in songwriting and production, but I knew I was developing something exciting on the industry side. It was mentally draining to get pulled in so many directions. I've finally got to a stage where I feel like I have struck the right balance, but I'm still trying to find extra hours in the day. On the Latch side, starting a company can be really stressful - especially at the beginning, I was burned out. Songwriting is also incredibly personal, so any minor failure or criticism feels like a reflection of you as a human being.
What tools have you developed to cope, or overcome these struggles?
There are a few things I do to make sure that I don't get too overwhelmed. I see a therapist every two weeks, which was a big step for me. I think lots of men find it difficult to open up, and really understand the emotions we're feeling. Talking to someone, who is assessing everything non-judgmentally, allows me to really dive into what I'm feeling. It's made all my personal relationships stronger, and has allowed me to understand myself better. I think it's the same thing that pulls me into songwriting; it's a great tool for self-exploration.
Day to day, I try to go for a walk every two hours, even if it's just a short one. I put a podcast on and just decompress, let everything wash over me. I also play football on Sundays, mostly for the social aspect but it's nice to concentrate on something fully for an hour that isn't work of personal. It gets me out of my head at the end of the week. My wife is also incredibly supportive and is a constant source of great advice.
Do you find it difficult to maintain a healthy work / life balance?
I work remotely, so I'm sort of always in a position to get work done. That can be an issue, and I find myself finishing something for a client at midnight or on the weekend. Having said that, I also have the privilege of taking regular breaks and creating my own schedule. Sometimes I'll take an afternoon off and write a song or mooch around Spitalfields. It's tough to strike a good work / life balance - it takes constant adjustment. I'm getting there though.
Do you find that social media has a tangible effect on your mental health?
I use it a lot for work; for myself, my company and also for clients. I don't use it that much personally so I don't really find myself mindlessly scrolling like I used to. As an artist, you do find yourself comparing your successes to that of your friends and peers. That can be difficult. Obviously, I know people usually put their best foot forward on social media but it's human nature to wonder if you could be better than you are.
Do you feel like there is a problem surrounding mental wellbeing in your industry?
Definitely, it's mentally draining to be an emerging artist but it's also incredibly draining to be a successful one. I guess that's the same in most industries, but when you are the brand everything feels personal. I've seen lots of young musicians gets swallowed by the industry; there's a multitude of external pressures - a drive to make money for the label, a constant need to be creative and presentable, comparing yourself to artists. You're always in networking mode and showing yourself off on social media. The industry is especially tough on women - it's still an old boys club at the top and that needs to change.
How do you feel it could be addressed?
There should be greater mental health support at the major labels, but also by individual teams. Emerging artists are usually young, the industry takes advantage of that with bad deals and poor management. Most careers last 5-10 years and that's by design - short slices of fame pay better because the industry is always the larger player, maintaining control. The hustle mentality can be useful at times but you'll burn out if you're working to a 50/60 hour week. The artist is always the last to be paid, everybody else gets their cut first and I think we need to reassess how the hierarchy is structured. There's nothing without the music, and the people that create it - the work should be nurtured rather than extracted.
What advice would you give to someone starting out in your industry?
Trust your instincts, value yourself and build a great team. Nobody can thrive in the music industry on their own. It's a scary place but there's loads of great people around, I love working with everybody that has come into the Latch ecosystem. If you feel your mental health getting away from you, reach out to a mentor or a friend - it's better to talk it through than work your way out of it.
What’s your positive corner of social media / the internet?
I really like mix.com - it used to be called StumbleUpon. It's a chrome extension that shuffles the internet at the click of a button; you put your interests in and it will feed you something completely random that you may never have come across. I think we get pulled into echo chambers and bad internet habits, there's loads of amazing stuff to be discovered if you open it up.