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90 - From Empty Rooms to 14,000 Registrants: How Michael Walker Built a Movement with Events
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In this week’s episode of The High Profit Event Show, I sit down with Michael Walker, the inspiring founder of Modern Musician, to unpack how events became the driving force behind his 7-figure business. Michael’s story is one of resilience and creativity—from living in a van and handing out CDs outside concert venues to leading one of the most attended virtual music summits in 2020 and building a thriving community of over 160,000 musicians. His journey is a masterclass in what’s possible when you combine strategy, service, and a commitment to showing up consistently.
We dive deep into how events have been the cornerstone of Michael’s growth. He shares how his first virtual workshop only had two people show up live, but instead of seeing it as a failure, he turned it into an evergreen system that eventually reached over 32,000 people. This is a powerful reminder for all event leaders: consistent execution, repurposing content, and focusing on long-term impact can transform any event—no matter the turnout—into a powerful business engine.
Michael also breaks down the three essential strategies he uses to fill his events: crafting relevant, transformation-driven topics; building partnerships with aligned influencers and communities; and running targeted paid advertising. These methods have allowed him to consistently host high-converting events that attract his ideal audience, even as the event landscape continues to evolve.
One of the most powerful parts of the conversation is Michael’s approach to monetization. He walks through his tiered event offer strategy, which includes options for every level of engagement—from a do-it-yourself training experience, to a done-with-you coaching program priced at $5K, all the way up to a $100K done-for-you launch package. His team uses a smart qualifying survey to guide attendees to the offer that best matches their budget and goals. This model not only adds value but creates long-term client relationships that drive ongoing business success.
Michael’s story is not only inspiring—it’s incredibly practical for anyone hosting live, virtual, or hybrid events. If you want to create more profitable, purposeful experiences while helping your audience transform, this episode is packed with real, actionable wisdom. Be sure to catch the full conversation, subscribe to The High Profit Event Show, and share it with a fellow event leader who’s ready to turn their next event into a long-term growth engine.
Want to connect with Michael?
Fanbase Growth Workshop: https://masterclass.modernmusician.me/register
Annual Live Events: https://modernmusician.streetteam.fm/channels/50xbpm4k55rc
Website: https://www.modern-musician.com/
LinkedIn: https://www.linkedin.com/in/michael-modernmusician/
Facebook: https://www.facebook.com/themodernmusician
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