The engine behind the talent
Musician looks to help fellow artists with business side of creating

By Katherine Michalets  - Freeman Staff

Oct. 9, 2015

Elzie Flenard works on the mixing board in his studio.
Charles Auer/Freeman Staff

WAUKESHA - Musician and entrepreneur Elzie Flenard understands that fellow musicians are often so focused on creating that they lose sight of the business side and end up selling their skills for too little - or giving them away for free. Flenard recently launched Snovia Music to be the “engine behind the talent.”

Snovia Music offers music production, concert promotion, talent placement and talent representation.

Based in Waukesha, Flenard hopes to help area musicians achieve success, whether that’s through promotion or connecting them with a client who wants to create a custom song for a special event, such as a wedding or anniversary.  The songs would be nicely packaged with a note and photo.

“How many people have songs just for them?” Flenard said.

He can also connect musicians with companies looking for artists to perform songs or jingles for commercials. There is a strong demand for entry-level to level one musicians who are looking to work, Flenard said. It’s those artists who are just launching their musical careers that Flenard feels most drawn to helping.

“I think Waukesha is unique in the type of talent who are here,” he said.

As a recording artist himself, Flenard said he understands how musicians don’t always market themselves well.

“I think we undercut ourselves a lot,” he said, explaining that musicians will often perform for free, making it hard for others to charge a fee.

Flenard said he has done concert promotion in the past and has developed business knowledge through his own experiences and by studying. He has also worked with SCORE and Waukesha County Technical College to get business guidance.

He feels that he adds value to a musician if he is representing him because a concert venue or recording label is more likely to take the artist seriously if he has a manager.

Flenard also wants to work with local businesses on promotional opportunities.

“Music more and more is becoming about promotion,” he said.

For an artist, that means monetizing attendance at a concert by having a company display its logo on the concert T-shirt or to give the company a shout-out during the show.

“We always want to add value to everyone else involved,” Flenard said.