Marketing Assistant Makes it in Music Industry

By Annette Dawm, WorkStory Ambassador

Kendra Sauder is a Marketing Assistant for Audio Blood, an artist and brand development company based out of Toronto, Ontario. With the Audio Blood team, Kendra is able to work in her “dream field”, which is the Music Industry. Kendra has worked very hard to be where she is today. Coming from the small town of St. Jacobs, she moved to the big city of London, Ontario where she spent seven years. She currently lives in St. Catharine’s and commutes to the even bigger city of Toronto. She says it’s been difficult, but “hands down, [it was] worth it!” Something that has helped Kendra on her journey is the support she receives from the people she works with:

“My co-workers and the Audio Blood team are all amazing individuals and work together amazingly! They are always supportive of each other and willing to help anyone else out on the team in any way they can. I love that the Audio Blood team is more like a family!” (She even has a furry co-worker, “Dug the Pug” and he gives out advice to bands on the Audio Blood blog!)

Sauder is not only enthusiastic about her immediate “family” of co-workers, but she also loves helping the entertainers that Audio Blood promotes: “I get to work with artists and musicians and help them accomplish their goals.”  Kendra is also “making it easier and more accessible for music fans to reach amazing artists like HIGHS, Amos the Transparent, Royal Tusk and Jeremy Fisher (just to name a few.)” Audio Blood has also worked with Pat Maloney as well as big-name brands/events like The Juno Awards.

It’s clear that Kendra loves her team but she also loves the job itself: “I love so many things about my job! It’s hard to fit it all into one answer…. I also love the fact that my job is different every day, and that no matter what I am working on, I’m contributing to a larger goal and bigger picture. No two days are the same, and I am constantly learning. It keeps me on my toes and I couldn’t be happier about it.”

Kendra Sauder’s path to the music industry began at Fanshawe College in London, where she was enrolled in the Music Industry Arts Program. While she was in school, she was heavily involved in Student Government and event planning, among other things in order to succeed in her career: “I took part in as many music, branding and industry conferences as I could (which is where I first heard about Audio Blood) and was constantly trying to improve my craft while at school. I took time to learn about different companies and positions within the music industry to hone my skills.”

Once she graduated from the program, Kendra had planned to start her own company with some friends in St. Catharine’s, however she was offered a position with Audio Blood and she “couldn’t turn it down!” Sauder was able to assist them with their work at the events for Canadian Music Week. This opportunity proved to be valuable work experience for Kendra as it lead her to her current position as a Marketing Assistant for the company: “During my one-month contract, I pushed myself to go in early, stay late and do whatever was needed to get the job done. After my contract was up, I was asked to stay on. I guess the short version is, ‘I fought for it.’”

Finally, when asked what advice she had for those interested in working in this field, Kendra Sauder answered, “Play hard. Work harder! The music industry is an amazing place, but it takes determination, drive and a lot of gusto to make it. Work your connections, and fight for your goals.”

If you would like to learn more about Audio Blood, you can visit their website at