When we start talking about Big Thinkers, people that are at the top of their game in their niche, people that dare to think big and actually achieve it. Well, you don’t get a lot bigger than the lovely Sera Golding. Sera runs MIB Music, a music management and production agency that provides high quality entertainment acts for corporate events, weddings and functions.
I don’t think Sera’s yet 30 and yet she has no less than 9 top acts on her books and boasts an impressive client list: from household names such as Jameson’s Whisky, Saudi Arabian Princes and her latest scoop – being the only band to play to an audience of over 300,000 guests gathered in Hyde Park to watch the Royal Wedding.
Yep, you read that right. Sera’s band played the Royal Wedding celebrations in Hyde Park. In my book that’s thinking pretty big.
I thought it was about time I caught up with Sera to discover the secrets behind her phenomenal success and how on earth you land the gig of the century…
So, you played the Royal Wedding gig in April, how has life treated you since then?
The Royal Wedding was the coolest thing in the world. We’ve all been thinking “where do we go from here?”. It was such an amazing thing. We didn’t know what to expect – there’s a bit of me on the backstage video suddenly walking around the corner and seeing so many people. It was overwhelming, but actually my biggest memory for the whole day was looking out at that huge audience and feeling like it was the most natural thing in the world… I was supremely proud, and will never forget it!
IIt’s definitely been a big inspiration us to start thinking even bigger. We’ve been in touch with various entertainment contacts over in the US and Australia (as we were featured a lot more on TV overseas), and booked for various big festivals and other large events for the rest of the year. Its also launched us further into the whole Jewish wedding scene which has been great. It’s mad. They really know how to put on a show and love the diversity of what the different acts bring.
We did a wedding at the weekend which had a 12 piece band, me singing in the ceremony, a string quartet, cocktail pianist, 21st Century Riot and the Buddah Bar Sax. All for one client. It was the craziest, most rewarding day. I love getting involved in that kind of project, designing the whole day. Performing for someone’s wedding is hugely fulfilling anyway, but becoming that involved makes you feel like one of the family!
We also have exciting things happening in Dubai and Bangkok, Riot were in Russia and Switzerland playing for some corporates and we’ve been commissioned for weddings in Italy an Ireland. There’s lots coming in!
One of the things I really admire about you is just how phenomenally well you’ve done. I mean, most function bands play in their spare time, not many have made a truly successful business in the way that you have. What’s the difference that makes the difference?
I think our chemistry on stage makes a massive difference. We genuinely love what we do and we have a good time doing it. A lot of function musicians write their own original material and their function band is just the thing that pays the bills, it’s a bit of a drag. Everyone who performs in our bands loves what they do and there’s a great vibe, and it’s a similar atmosphere in the office, which is where the magic really happens 
I only employ nice people. 80% of time at gigs is spent sitting around so we have to get on, and I think that’s what comes across to our clients.
So how did you manage to turn something that many people do in their spare time into a bona fide business?
From when I was at school it was important that I did something I loved doing. My dad has always given me a lot of good business advice and its useful to have someone looking at it from a non passionate perspective. I think my enthusiasm and love for what I do, teamed up with his fantastic business experience is a winning combination!
Something that’s always impressed me is the way you spot a niche and innovate – as you did with the Undercover Superstars and Band in the Buff! How do you do it?
I’ve always been inspired by people that do well. I’d never look at someone and jealously think “how have they got that success?”. I’m more like, wow! That’s amazing, and I use it for my own inspiration.
I get talking to people at gigs and I’ll often come up with ideas there. But I have to put my own spin on it. I don’t want to copy, and I want to play to our strengths too.
What’s next?
I’m having a year of holding back with new projects. I’ve got so many ideas and its really hard to ignore them, but I just need to step back and make sure everything is working as well as it should be. Really my focus at the moment is taking MIB to the next level, and getting our other bands gigging and working as much as possible.
We’re also still taking in what we did for the Royal Wedding and just how awesome all of that was. I think it may have to be the Olympics next that and the world tour!
You can find out more about Sera and her fabulous bands at www.mibmusicltd.com
Oh, and you can see a snippet of the MIB playing the Royal Wedding celebrations footage here too…
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