[ep 098] Terry McBride on the monetization of emotions, yoga as a moving meditation & the future of music]

The Craft with May Globus

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

39:56 - Truths that he lives by

55:33 - Final question

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