Leading with Heart: Lurleen Ladd Of Wavemakers — Women in Music 40+ On The Power of Authentic Women’s Leadership
An Interview With Pirie Jones Grossman
Going hand-in-hand with supporting women means working with allies that stand ready to support their female counterparts. I know the male musicians I work with and back me on stage struggle with being creatives in a challenging industry. As allies in this fight, we need them on our side.
In today’s dynamic world, the concept of leadership is continuously evolving. While traditional leadership models have often been male-dominated, there is a growing recognition of the unique strengths and perspectives that women bring to these roles. This series aims to explore how women can become more effective leaders by authentically embracing their femininity and innate strengths, rather than conforming to traditional male leadership styles. In this series, we are talking to successful women leaders, coaches, authors, and experts who can provide insights and personal stories on how embracing their inherent feminine qualities has enhanced their leadership abilities. As part of this series, we had the pleasure of interviewing Lurleen Ladd.
After a successful career in social work and healthcare, Lurleen Ladd found her true calling in music in her 40s. Her journey has been challenging but deeply rewarding, fueled by personal struggles and a relentless drive to inspire others. Determined to uplift women in the music industry, Lurleen founded Wavemakers after the release of her second album, No Goin’ Back. The movement began with the Sing Out Loud challenge, sparking a nationwide response from women eager to share their stories and dreams. In March 2023, Wavemakers — Women in Music 40+ officially launched in Austin, creating a platform to amplify the voices of women over 40 and address the unique challenges they face in the industry. Through her music and trailblazing initiatives, Lurleen Ladd proves it’s never too late to shatter barriers, follow your passion, and make waves.
Thank you so much for joining us in this interview series. Before we dive into our discussion about authentic, feminine leadership, our readers would love to “get to know you” a bit better. Can you share with us the backstory about what brought you to your specific career path?
While I’ve been fortunate to have had success in the areas of health care and business, my primary career now is music and advocating for women 40+ in the music industry. I draw heavily from my early career experiences in social work and public health when I look at the music industry as a construct and the issues women encounter. Effects of discrimination and ageism as well as patterns of institutional bias jump to mind but so do the positive effects of community and the rewards of innovation when the well-worn path is closed and a new way, out of necessity, is forged.
My business experience includes managing high tech pediatric home care services, owning and running a multisite dermatology practice, founding a skin cancer prevention nonprofit and cohosting a weekly medical radio show. I am a serial entrepreneur who has worked in a variety of areas including media, event production and music. I am a co-founder who built a business over 20 years and sold it at a healthy multiple. While the ending was a happy one, there were years of hard work and sacrifice that came first. My husband and I joke, we had 3 children- a daughter, a son and a business.
In short, I have done many things that brought me to where I am today. Like so many women I admire, the range of experiences become distilled and the lessons brought forward to the present moment. The quality of this experience is what gives me focus and frankly hope to make meaningful change for women 40+ in the music industry.
Can you share the most interesting story that happened to you since you started your career?
I came to music “late”. I put the quotes because late is, of course, a matter of perspective. I was 37 when I started writing music. I didn’t begin that day thinking I would write a song. It just sort of happened. Words were rolling around in my mind and when I slowed my thinking down a bit, I heard a melody as well. I couldn’t transcribe what I heard, so I had to get help with that part. But once the faucet was turned on, the music flowed!
I had never sung in front of people much less performed with a band. I was terrified and knew this was going to be a problem. Nonetheless I went to Nashville with a CD and attended a songwriting conference. They took a group of us to a bar and said it was time to perform. To this day I can still see the stage lights, smell the smoke from the club and feel my heart pounding out of my chest, but I did it. After I finished the first song, a voice from the crowd yelled, “You didn’t suck. Do another one.” I did another song and performed on multiple stages the next day. I came home to Austin tentatively ready to step into a new life.
I am someone who loves to plan and map everything out. It is a desire for control and safety I know all too well. I was reeling because I was an absolute beginner at 40 years old. I was full of passion and excitement but unsure how to proceed in an industry that prized youth as much if not more than talent. I was going to have to get comfortable taking a leap of faith over and over.
What do you think makes your company stand out? Can you share a story?
Wavemakers Women in Music stands out at this moment in time because we are one, if not the only, organization speaking directly to women 40+ in the music industry. There are certainly other women in music organizations that are doing great work but there are specific challenges and opportunities for women in music/entertainment as we age.
I created Wavemakers to ensure women in this demographic are recognized and understand their value in an industry that tries to push them out just as they gain experience. The paradox drives me crazy! In most other professions, the longer you’ve done something, the more seasoned you’ve become, the greater your value. But for women, it’s the opposite. It’s backwards thinking and exactly what Wavemakers pushes up against both within ourselves and the industry at large. In the beginning, I constantly felt like I was late to the party as a musician and that I had to hurry to acquire skills to attain excellence or the doors would be closed to me. This limited perspective is internalized misogyny and ageism that must be confronted regularly.
You are a successful business leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?
First, empathy is vital. As a musician, I identify and value the experiences of my members. We may not have all walked the same path, but so often the battles have all the same themes. Talent not being recognized, sexual politics tainting professional interactions, fighting for opportunities, feeling invisible.
Second, optimism is key. While I and my peers know that the music industry is mostly broken as a financial model for all but the rarest 1%, I genuinely feel and exude optimism for change. At Wavemakers, we eschew the old way. I am not going to encourage women to play more gigs at low pay if there isn’t a way to leverage her time and talent beyond the hour and half she took out of her schedule, the extra $10-$20 she paid to park, and the scramble for childcare in some cases (after hours, no less!). I know women will find the path forward. We know how to solve problems, especially those that disproportionately affect us. The time for change is now.
Third, I maintain an unwavering commitment to my own creativity. I will continue to write, record and perform music because it is life giving and affirming. When I am on stage, I hope a woman in the audience feels permission to keep at it or better still, to start her own path in music. There are times I feel the same old doubts about my age or slip into the trap of comparing myself to the shiniest penny out there. In those moments I remember the joy I feel from music and that I am most myself when I am singing.
Leadership often entails making difficult decisions or hard choices between two apparently good paths. Can you share a story with us about a hard decision or choice you had to make as a leader? I’m curious to understand how these challenges have shaped your leadership.
A primary focus for Wavemakers is building strategic alliances with major brands. I had an amazing opportunity to work with a large brand and made a verbal commitment to do so. However, shortly afterwards, a very public sexual assault allegation was launched against a key member of this organization. I had to decline involvement and received pushback because I backed out based on “an allegation”. My contention is that a woman doesn’t come forward with an outcry for purely monetary means. That’s a core belief and walking away was the right decision. There will always be more opportunities. Hang on to your integrity. You won’t regret it.
Ok, thank you for that. Let’s now jump to the primary focus of our interview. Can you share a personal experience where embracing your unique leadership style, which might not align with traditional expectations, led to a significant positive impact in your organization or team?
As I work with my small but mighty team at Wavemakers, we are often making sure we aren’t doing things “the old way”. We make a dedicated effort to try a different approach. We know the current model for female musicians 40+ is broken so sticking with current solutions will just yield the same results.
With this in mind, we must be relentlessly creative in our business planning. I am committed to 2 main approaches with Wavemakers. First, that we aren’t a nonprofit because musicians don’t need charity, they need business opportunities. Second, membership in Wavemakers is free because any female musician over 40 has already paid her dues.
These 2 values run directly up against revenue generation. I know that. We have to find the better way, the better fit so that we can be the bridge between creatives and commerce. My team continues to rise to the challenge because we refuse to follow the old path. That means not just partnering differently with brands but aligning with brands that SEE women differently.
In your journey as a leader, how have you balanced demonstrating resilience, often seen as a masculine trait, with showing vulnerability, which is equally powerful, but typically feminine? Can you give an example where this balance created a meaningful difference?
I have to say that resiliency is a trait I more often associate with women than men. I mean that in its truest sense of increased capacity vs compartmentalization. I’ve worked with men and even admired their ability to “put things in boxes” and move forward “unaffected”. But a little of that goes a long way. Fostering connection amongst my team consistently leads to better results.
Being vulnerable with my team affirms that I am on my own path for growth. This is a core value for myself. I’m not done learning as a leader or as a musician. I share where my weaknesses are, where the story running in my head might be just that — a story that isn’t grounded in facts but just causing misplaced anxiety. I will call out another member’s strength and tell her, I am relying on you here because this isn’t where I shine but you kick ass here and I need you to lead.
As a woman in leadership, how have you navigated and challenged gender stereotypes, especially in situations where traditional male-dominated approaches are the norm? What strategies have you employed to remain authentic to your style?
In music, I am almost always the only woman in the room. I have had to consistently remind myself as the artist that my opinion is the one that counts. I happily take feedback but that is ancillary to my creative process. I’m the one in front and the other musicians are there to support me.
I have a very collaborative style of leadership which I count as a strength but in my own projects, I am the bottom line. If I don’t like something, if someone’s behavior is affecting the end product, I have to speak up.
As the founder of Wavemakers, I am surrounded by the most innovative and assertive team members. My job is to do less and allow the team to tackle the problems. As someone who has been described as “Ms. Fix It” stepping back has been challenging but the measure of my leadership isn’t what I can accomplish but how I enable others to succeed.
How do you utilize emotional intelligence and active listening to create an inclusive environment in your team or organization? Could you share a specific instance where these qualities particularly enhanced team dynamics or performance?
My job is to listen through the team’s discussions and keep the ball rolling. If I suggest a solution too early, a fruitful discussion ends prematurely. I have learned to trust that when my input is really needed, I’ll know when to step in. Up to that point, I need to keep listening and holding the bigger picture in my mind. I’m the conductor in this orchestra, not the violinist playing the beautiful solo. For a take-charge person, this is a major mindset change. I’m still working on that!
What role has mentorship played in developing your authentic leadership style, and how do you communicate authentically to inspire and empower both your mentors and mentees?
I have worked off and on with an amazing CEO coach, James Warrick. He has been instrumental in challenging my thinking and keeping me on the path of leadership development. I am forever grateful for the lessons that keep on teaching. His words remind me to do less and to hold onto the “big belief”. That’s my job as the founder, to hold on to the belief that female musicians 40+ deserve more than crumbs and that together these women will find and support a better solution.
I am by my nature a connector. In Austin, there are so many new and exciting businesses. I happily share what I’ve learned and the areas where I struggle. This transparency is key to being a good mentor.
To young musicians, I share a quote from Bill Withers, “No one gets to wonderful without passing through alright.” I remind myself of it often. Keep learning and growing.
Based on your experience and research, can you please share “5 Ways Leading Authentically As A Woman Will Affect Your Leadership”?
1. As I lead a women-focused organization, I must be committed to standing up for women from all walks of life, experiences and genres. It’s my job to find the commonalities and keep the table set for as many women who care to join us.
2. Leading authentically as a woman means asking the question: what’s the old way the problem was solved? Did a bunch of men construct the options without thinking about a woman’s experience? When the answer is yes, then we must try another way. An issue came up around the grant we are launching in February, 5 for 5 in ’25. We will be awarding five $5,000 grants to female Wavemakers in the Austin area. A question arose about what action to take if a grantee was unable to fulfill the terms of the grant due to unforeseen circumstances. We had lawyers at the table but we as a group knew we would meet that moment with compassion first. We all understand that life sometimes throws curveballs and being punitive in that moment doesn’t align with our values.
3. I understand that while this organization is focused on women in music, the ideas underpinning it are really about women’s rights in general, the right to be seen, heard and valued. I honor women who have found the pursuit in their life that gives meaning. That holds for whatever the dream might be. I want all women to know that deferring their happiness is a losing proposition. I say it all the time, that happy, fulfilled women make the world a better place.
4. Going hand-in-hand with supporting women means working with allies that stand ready to support their female counterparts. I know the male musicians I work with and back me on stage struggle with being creatives in a challenging industry. As allies in this fight, we need them on our side.
5. I as a leader and Wavemakers as an organization will continue to value and reward experience in ourselves and others. Particularly now, we need wise women to be visible and vocal in standing up for what is right in our communities. Music and creativity have the capability to unite people, bringing attention to the struggles and joy that touch all of us.
Are there potential pitfalls or challenges associated with being an empathetic leader? How can these be addressed?
Empathy without boundaries can create chaos. I feel most confident as an empathetic leader when I have the greatest clarity around the goals and mission of the organization. It seems obvious but when competing interests swirl, the mission shines the light and provides focus. If it can’t hold up to that pressure, then it’s time for a new mission!
You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 😊
Well, I am starting a movement that I hope will bring goodness to many people, not just women 40+ in the music industry. I affirm and support that creativity, and performance is normal at any age. Adults are supposed to keep growing and learning and if you are lucky and curious, you will continue to reinvent yourself many times over.
How can our readers further follow you online?
For more info on Wavemakers: https://www.wwimusic.com/
Follow on Instagram / Facebook / YouTube / Spotify
For all things Lurleen Ladd: https://lurleenladd.com/
Thank you for the time you spent sharing these fantastic insights. We wish you only continued success in your great work!
Leading with Heart: Lurleen Ladd Of Wavemakers — Women in Music 40+ On The Power of Authentic… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.