Shannon Herber

Founder & Chief Consultant,
Wise River Consulting

A moment in your career when you really backed yourself.

“When I started my business in 2023!

I was being slowly downsized from my full-time job and needed to supplement my income while job hunting. Thanks to a fantastic network and reputation built over 25 years, I got enough work to turn a side hustle into a full-time consulting company.

I've now been a consultant and conference speaker for over three years and haven't even had time to build a website; most referrals come through word of mouth.

Be good at what you do, honest about what you can offer, and fair with what you charge; the work will follow.”

One thing you’re proud of in your career.

“ Continuing to have a career after 25 years in this industry!

The music business is notoriously competitive, fickle, constantly evolving, and extremely youth-oriented. Now, with the rise of AI, artists and their livelihoods face new challenges, so we're all having to pivot and adapt. Anyone who can build a long-term career here should be proud of that.

I've worked at a major record label, toured with A-level artists, managed the Pop and Dance/Electronic categories at the GRAMMYs, and run fan engagement companies for massive DJs.

I've literally achieved the career I dreamed about as a teenager.”

Name another woman in music who inspires you, and why.

“Sujata Murthy, EVP Publicity and Artist Relations, UMe.

Sujata was my first real boss and mentor, and she's still a good friend over 20 years later.

She's amazing at what she does; everyone loves her, and she's never lost her kindness or love for music. She identifies talented people and supports them, always pushing them forward while dispensing realistic, thoughtful advice.

She's a wonderful example of how women can take a seat at the table and then make room for others. I'm so lucky to have met her early on, and still think, "What would Sujata do?" in tough spots."