The Craft is a collection of intimate conversations on artistry, mastery & life with talented, passionately curious creatives and entrepreneurs. These dialogues are an intersection of their disciplines, backstories, why they do what they do, their way of living - an exploration of the humanity that connects us all.
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[ep 098] Terry McBride on the monetization of emotions, yoga as a moving meditation & the future of music]
Episode 100
Wednesday, January 15, 2025 • Duration 56:55
Terry McBride is a trailblazer and veteran in both the music and wellness industries, someone who has an uncanny prescience. He is also thoughtful, kind, and—in speaking to his team during the coordination of this conversation—very beloved.
As the co-founder and CEO of Nettwork Music Group, Terry helped shape the careers of some of the most iconic artists of our time, including Sarah McLachlan, Coldplay, and the Barenaked Ladies. Under his visionary leadership, Nettwerk became a global powerhouse (with teams in Los Angeles, New York, Toronto and more), selling over 150 million albums, and revolutionizing how artists navigate the digital era.
But Terry’s influence doesn’t stop at music. In 2007—after discovering yoga and experiencing it across the world—he turned his passion for mindfulness into YYOGA, a wellness company that has redefined the yoga studio experience across Canada. Terry’s commitment to innovation, whether in artistry or holistic well-being, is deeply inspiring.
In this episode, we explore Terry’s incredible journey—his youth as a national level field hockey player and budding civil engineer; the monetization of emotions in music & wellbeing; YYOGA and Nettwerk safe spaces for community; hyperlocal reasons why YYOGA has expanded into franchising; how he knows if a music artist or yoga instructor has that ‘it’ factor’; the future of music; his hope for the next generations; and much more.
[TIMESTAMPS]
3:57 - Growing up
6:58 - How his mind works and how it made him different in the music industry
22:23 - Discovering yoga and founding YYOGA
29:53 - How he can tell someone has the 'it' factor and what contributes to their success
35:19 - What his other passions are looking like
36:02 - What he feels with where he is at in his life
[ep 097] Zeke Reed on storytelling through audio, current landscape of journalism, and balancing creativity & academics
Episode 99
Wednesday, November 20, 2024 • Duration 56:16
Zeke Reed is pure energy in motion. Whether reporting compelling stories for KCRW or producing music in his Topanga Sessions sound studio, he’s constantly contemplating, creating, and doing.
During his early childhood, his father worked as an NAACP defense attorney while his mother pursued her PhD in Theatre at UCLA. Seeking a closer connection to nature, the family relocated from Venice Beach to Topanga Canyon, where Zeke spent much of his childhood exploring the hillsides. Although both parents were accomplished academics and professionals, they also nurtured his deep passion for creativity and music—his father had been a violinist in the University of Virginia orchestra. In fifth grade, Zeke joined a gifted school program in The Valley, broadening his horizons beyond the tight-knit Topanga community.
Following in his father’s footsteps, Zeke also attended UVA, where he pursued neuroscience. This path was inspired by a neighbor who worked in the field and led Los Angeles County’s Department of Mental Health. His college thesis on Detroit earned him a spot in the CORO Fellows Program, giving him hands-on experience in public affairs across multiple sectors. Yet, despite this academic trajectory, Zeke felt an enduring pull toward music. He formed a band with a friend, performing at college parties, and continued to develop his creative identity.
Today, Zeke bridges his academic and creative pursuits with an interdisciplinary approach. By day, he’s a values-driven journalist; by night (and any other available hour), he’s a musician/producer who recently released his first EP Mushroom Disco.
In this episode, we explore his mother’s time with a troupe of gypsy actors in Eastern Europe during the Cold War; his self-designed course of study in college that sparked an interest in urban politics and cities; and music as a lifelong thread—from playing the cello in the LA Junior Philharmonic to performing at the Walt Disney Concert Hall. We also delve into his growing role in the global music community, the intersection of journalism and sustainable business models, and much more.
[ep 88] Sara Gulamali on Muslim joy, navigating spaces & the role of art in life
Episode 90
Wednesday, April 26, 2023 • Duration 56:08
Sara Gulamali is bright and brilliant, not only as a person but also as an award-winning young artist. For years, she’s created her own works, has hosted creative events through the Tate Exchange Programme and is now part of supporting artists as associate director at Howard495 Gallery, a global art advisory firm and gallery serving new and dedicated collectors in both the private and commercial spaces.
As a British-Pakistani, she is proud of her Muslim heritage and in 2017 with two close friends, founded Muslim Sisterhood, a collective and creative agency working across campaign production, research, consultancy, and community-focused initiatives with clients such as Nike, Crocs, Disney, the NHS, and more. Their aim is to spotlight, unite and uplift Muslim women across the world, and they’ve been featured in British Vogue, DAZED and Marie Claire Arabia.
Born and raised in London, she came from a close-knit family and had a wonderful bond with her late grandmother, who taught Sara the basis of the Muslim faith. She was also very close with her mother, who was diagnosed with cancer in 2011-2012 and passed two months later. Creativity was intrinsic to Sara as a young person, and she was always practicing art in various methods. After high school, she attended @KingstonUniversity for a Foundation degree, followed by Central Saint Martins for a Bachelor of Fine Arts. Sara also co-curated the first student show at the Lethaby Gallery, within the university. In 2019, she relocated to Vancouver from London to be with her now-husband and eventually connected with Krista Howard, founder of HOWARD495.
In this conversation, we go deep into the circumstances of life that forced her to grow up quickly; what faith looks like to Sara; the role art plays in her life; how art university experiences & friendships taught her to question the nature of things; the genesis story of Muslim Sisterhood; navigating the culture shock moving from London to Vancouver; how she chooses to navigate spaces as a Muslim woman; and much more.
[TIMESTAMPS]
episode 001: Garret Louie
Episode 1
Tuesday, January 19, 2021 • Duration 37:13
My very first podcast guest, Garret Louie (aka. GMAN), has a sharp mind and instinct for culture, and what’s relevant within it. It’s a rare talent, making him one that many have followed and emulated throughout the years.
He paved the way for street culture growth in Vancouver since the 90s, from bringing Freshjive to the city, running his sales agency and distribution company NL&A and Timebomb Trading, founding sneaker retailer Livestock with industry vet Garry Bone, to opening Fortune Sound Club with long-time business partner Rob Rizk.
In this conversation, we explore what he’s learned about himself over this last year, how his various businesses had to quickly shift in that time, mental health, a recent major Livestock announcement, what he’s learned from his sons Raiden and Nevin during the pandemic, and more.
[ep 087] Adam Lewis on the hero’s journey, hot & cold therapy and balancing masculine & feminine energies within
Episode 89
Wednesday, April 19, 2023 • Duration 01:10:34
Adam Lewis is precisely the kind of person you want in your life: a supportive friend, conscious being, creator/entrepreneur & community builder. He’s driven and fired up, while also being open and vulnerable—an admirable balance. He was founder of flash chilled coffee brand Miura, before launching hot & cold therapy circuit The Portal Project.
Now, as head of partnerships for Othership, Adam has a big hand in growing the popular Toronto-based social bathhouse—focused on wellness through sauna, ice bath & breathwork experiences—and helping cultivate its dedicated community.
Born in Toronto, he spent his childhood growing up just outside of the city. He comes from two lineages: Jewish on his father’s side, Japanese on his mother’s. His father grew up in South Africa, during the intensity of the apartheid. His mother’s grandparents immigrated to Canada from Japan to plant roots abroad. A wild & free kid, Adam found solace in nature (still does). As a teen, he was captain of the track & field team, representing Canada at high level competitions. Entrepreneurship was his main focus at Dalhousie University, and Miura was his first solo business. As Miura wound down, Adam went through a life shake-up and found healing in cold plunging in lakes & building a portable sauna with his own hands. This became the Portal Project, and served as a bridge to connecting with Othership, where he is today.
In this conversation, we go in many heartful directions: his family lineages & the cultural impact of his Jewish & Japanese roots; how being a top athlete encouraged him to push his body & mind limits; the transition unwinding Miura into discovering hot & cold therapy; understanding masculine & feminine energies within; what he’s learned being on the Othership team; being loving witnesses to each other’s life journey; and more.
[TIMESTAMPS]
5:36 - Growing up
7:21 - His parents as people
[ep 086] Sung Lee on new creative challenges, emotional vulnerability & Korea's cultural dominance
Episode 88
Wednesday, April 12, 2023 • Duration 01:29:16
There’s a built-in optimism and passion to Sung Lee that’s contagious—and he is well-loved by many because of it. He was employee number one at Herschel Supply, first as a graphic designer and, over the course of a decade, became the brand’s creative director. Now, Sung leads creative at premium, contemporary dinnerware brand Fable.
He was born in Korea and spent his childhood there. An architect, his father was the definition of a stoic, emotionally closed Asian father. His mother, an art teacher, continuously nurtured his creative side, encouraging him to draw, paint, and go to art school. Their upper middle class life ended when the IMF economic crisis hit Korea and, one day, Sung was suddenly told they had to live with an aunt. It turned out his father had borrowed money to keep his business afloat, and the Korean equivalent of the yakuza had come around to settle and his father wanted to keep the family safe.
Eventually, the family moved to Canada, with Sung applying to an ESL school—he struggled until his mother enrolled him in a Korean art school, where he made some friends. This brought him to Emily Carr, where he learned to present his work in English phonetically. On a trip back to Korea, his father expressed he was sick—his parents returned to Canada, leaving 23-year-old Sung to sell their house in Korea. As he drove home from the airport, his mother told him his father had cancer and, two weeks later, Sung’s father passed. To move through grief, Sung took on a physical warehouse job. After a few months, his creative spirit came back. He started by launching a fashion show and landed a job at a small design agency that had an office beside Vans, where Lyndon Cormack worked prior to launching Herschel Supply with his brother Jamie. It was an instant meeting of like design minds, leading to a deep bond with the Cormacks and launching his long career as a creative director.
In this conversation, we examine the effects on not sharing emotions with his family members; how Sung found skateboarding as a teen and its influence on him; his chapter at art school; navigating his father’s passing, surviving in Canada and processing his grief; the story of how he landed the job as employee number one at Herschel Supply, where he spent a decade; the roles of a graphic designer versus creative director at a company; his current interest in AI and its impact on design; Korea’s cultural dominance; the love for “han” or sorrow amongst Koreans; and much more.
[ep 085] Dean Morris on finding religion, our true spiritual nature & holding space for others
Episode 87
Wednesday, April 5, 2023 • Duration 01:36:37
Dean Morris is a very good man. It’s a feeling you get immediately—he feels like the human version of an all-encompassing, welcoming hug. A longtime educator, he found his way to being a pastor, an athlete and lululemon ambassador and now co-host of the podcast A Little More Good & A More Good Media cofounder.
He grew up in Richmond, on an acre property in the middle of the city. It was a quintessential childhood, running free and exploring the outdoors—he was always curious about how things worked and wanted to understand the world around him. In high school, his class was tasked to research their heroes, leading him to find leaders like Gandhi and Martin Luther King Jr., both of whom looked up to Jesus as a guiding light. Religion was not a foundation of his household, but Dean had friends who were part of a church and, in his curiosity and despite some skepticism, met with a pastor to ask about Jesus. He started to go to church, with some wise words from his father: keep your brain turned on.
When his parents divorced after his high school graduation, Dean went through a huge transformation within and began to truly understand the spiritual nature of who he was. He began working at church, where he did some music and teaching and eventually went to seminary and got his masters in ministry leadership and culture.
In this conversation, we explore topics from ownership versus belonging; his desire for social justice; reconciling with his ability to carry the weight and hold space for many others; the tools he uses to regulate his nervous system and triggers; religious doctrine & Christianity and how it's moved away from the original values of pure love and acceptance; the advent of ‘new religions’; how his relationship with running and his physical body has changed recently; and more.
[TIMESTAMPS]
5:46 - His childhood
19:29 - The thing in his life that changed his perspective
[ep 084] Donnel Garcia on giving time and care to your artistry
Episode 86
Wednesday, March 29, 2023 • Duration 01:40:32
Donnel Garcia walks with a vibe of confidence, but it’s one that’s chill and observant. For many years, he was a careworker drawn to behavioural development programs, helping figuring out what people were good at and helping them create routines to integrate them back into society. Photography was a side hobby that became a career, working with clients like lululemon, Half Moon, Livestock, Vans Vault, and more. His work has also been widely shown in print and digital publications like Street Dreams Magazine.
Sharing A Living Taste studio with a few other creatives and makers, he also launched an incredible community library of art, fashion, photography, and design books and magazines called Book Section, where they can be signed out for two weeks (returns are by an honour system).
He was born in the Philippines, immigrating with his parents to Canada when he was five. An only child, Donnel was often left to his own devices, catching the train downtown to explore solo and also playing sports, mainly basketball. After observing a careworker friend of his parents, he started to look into nursing programs and worked as a nurse for more than five years. It was meeting twin brothers, who quickly became his friends, that opened his world to photography, art, fashion, and music. When they eventually founded an agency, Donnel became their photographer, marking his transition into a new career and purpose.
In this conversation, we wander through a wide range of topics: what people want from those who are caretaking for them; how his work as a nurse has translated into his career as an artist & photographer; observing patterns in the world, conversation & your interactions; Donnel’s approach to mentoring emerging photographers; why he’s taken a break from photography at the moment and recalibrating his vision; the honesty in his artistic point of view; and much more.
[TIMESTAMPS]
6:02 - Growing up
7:29 - How his parents navigated their transition to Canada
21:58 - Life after high school
27:40 - What people want from those taking care of them
[ep 084] Reanna Evoy on cultivating & channeling creativity and art
Episode 85
Wednesday, March 22, 2023 • Duration 01:20:48
Reanna Evoy has a playful spirit and imagination that just can’t be replicated or replaced. Her life and work are beautiful reflections of being born creative and free—she cofounded Butter Magazine with friend Kris Blizzard, was art director of Enroute Magazine, creative director of Aldo Shoes and Kit and Ace, and is now cofounder of creative studio Super Bonjour.
She was born in Ontario, but the family moved shortly after to Vancouver—her young, fun parents were fans of The Beachcombers and wanted to go west as a result. Reanna flew back to Ontario to spend summers with her Ukrainian grandparents on an organic farm outside of a small town, wearing babushkas and clogs to churn butter, farm, bee keep, build sheds, climb trees, be with animals & break bread with neighbours.
As a shy and quiet teen, art was her expression—she painted fruits purple, drew complete fashion collections, and was obsessed with print magazines. Despite artistic leanings, she went into science at university and floundered. She made a switch after a conversation with her mother, who asked Reanna what brought her joy, pointing out that she was an artist at heart. She then went into art history, with a minor in fine art—her goal, at the time, was to become a curator. It was discovering Starbucks that ignited her interest in design—and she soon fell in love with branding.
In this conversation, we explore her culturally rich childhood; what she loves about curation and world-building; the things she learned creating a print magazine; her chapter as Aldo's creative director and working with top photographers like Cass Blackbird and Tim Barber; how major shoots for brands are orchestrated; the way spirituality, meditation & breathwork helps Reanna channel creativity; how Super Bonjour finds what makes clients shine through ‘brand therapy’; living joyously as connected humans in a capitalist world; and much more.
[TIMESTAMPS]
6:56 - Growing up
15:58 - Her parents
17:03 - Where she thinks she got her artistic side from
27:03 - How she got into design
[ep 083] Maddalen Pasini on education in psychedelic wellness & finding community
Episode 84
Wednesday, March 15, 2023 • Duration 01:12:46
Maddalen Pasini is a force. Her passion for her passions is infectious, transfixing when she’s talking about the things she’s bringing into the world. A long-time publicist, she began at Joe Fresh as an intern, then went to Toronto-based boutique agency Faulhaber Communications. Over the years, her clientele grew beyond fashion into design, hospitality, art & cannabis with Tokyo Smoke. Just before the pandemic in 2020, she and best friend Sam Brophy launched their psychedelic wellness movement brand Yawn.
She grew up just outside of Toronto, the only child of hardworking, loving parents. Her father was in the police force for over 30 years and Staff Sergeant of Homicide for a decade. Her mother, an immigrant from Hungary, was in the dental industry. Hungarian was Maddalen’s first language, something she learned young from spending time with her grandparents. Growing up was sticky, with her navigating bullying. As a teen, she took the train to the city and began going to metal shows, where she found her community. Her network began to grow through pockets of the underground music scene.
She graduated from university with a double major in cultural studies & film—and she began questioning what she really wanted to do. The answer lay in her network, and she began a PR career. Transitioning into psychedelics was organic & something that had been brewing for a while—today, the brand donates a portion of profits to organizations conducting research & trials and offering support, such as the Heffter Institute & the @firesideproject, North America’s first psychedelic peer support hotline.
In this conversation, we dive deep into the importance of finding her metal community in her teens; how ‘outsiders’ often become culture makers; the way psychedelics helped changed her over the last 15 years; why education around harm reduction and psychedelics is essential; current psilocybin regulations; equity in the space; and much more.
[TIMESTAMPS]
6:02 - Growing up
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