In Central Minnesota, live music has always mattered. It brings people together, gives artists a place to express themselves, and helps shape the culture of a community. But for young musicians in particular, finding safe, welcoming, all-ages spaces to perform has not always been easy. That is exactly why the work being done through Project 37 and B-Side Indie Music Cafe feels so important right now.
In this episode of Behind the Brand, Moxie Creative sat down with John Schulte of Project 37 and B-Side to talk about the future of live music in Central Minnesota, the mission behind the organization, and how their upcoming Battle of the Bands fundraiser is helping create new opportunities for young artists. What came through in the conversation was not just a love of music, but a deep belief in community, collaboration, and building something meaningful for the next generation.
Meet John Schulte and the Mission Behind the Music
John Schulte’s story is one that feels closely tied to the heart of Project 37 itself. Originally from Redwood Falls and later raised in the St. Cloud area, John found his passion for music in high school after years of focusing on hockey. Once music became part of his life, it stayed there. He started playing in bands, became deeply involved in performance, and eventually built a career around helping others discover that same passion.
Today, John works full-time at the Wirth Center as a drum instructor and leads a rock band program that gives students the chance to learn how to collaborate, play together, and perform. That role clearly connects with the larger mission of Project 37. His work is not just about teaching technique. It is about helping young musicians find confidence, creativity, and a sense of belonging through music.
That same energy carries over into everything he does with Project 37. Like many people involved in grassroots organizations, his responsibilities reach far beyond a single job title. While he has been involved in fundraising, security, booking, and operations, his role continues to evolve based on what the organization needs most. That flexibility says a lot about the people behind Project 37. This is not a mission powered by people doing the bare minimum. It is powered by people who believe in what they are building and step in wherever they are needed.
What Project 37 Is Really About
At its core, Project 37 exists to create safe, sober, all-ages spaces where people can enjoy live music, perform, and build community. It is a simple mission, but in practice, it fills a major need in the Central Minnesota area.
Before B-Side Indie Music Cafe became its home base, Project 37 was bringing shows to life all over town. They hosted events in a wide variety of spaces, from local venues to skate parks, warehouses, and coffee shops. They booked everything from punk and metal shows to hip hop showcases and singer-songwriter sets. That willingness to meet the scene where it already was helped them build real momentum early on.
What they found quickly was that the community was ready for something like this, even if many people had not fully realized it yet. The attendance was strong, the energy was there, and it became clear that there was a real desire for spaces where young people could experience live music in an environment that felt accessible and welcoming. That early support laid the groundwork for what would eventually become B-Side.
Why B-Side Matters in Downtown St. Cloud
B-Side Indie Music Cafe is more than a coffee shop, and it is more than a venue. It fills a gap that had been missing in downtown St. Cloud for a long time. While the area already had a strong nightlife presence, there were not many places that offered an in-between space, especially for younger people.
That is part of what makes B-Side so valuable. It operates as a sober, all-ages third space where people can gather during the day for coffee, meetings, conversation, or creative time, and then come back at night for live music and events. It is the kind of place that gives people somewhere to go that feels safe, local, and community-driven.
John and the Project 37 team talked about how important it is to offer younger people a place to exist outside of home or school, especially one that does not revolve around alcohol. In a time when so much social interaction happens online, having a physical space where people can gather face-to-face matters. Even something as simple as students hanging out together after school or local musicians meeting one another through a jam session can have a lasting impact.
That kind of space does not happen by accident. It takes vision, planning, and a team that understands the value of building something for the long term.
Supporting Artists in a Way That Actually Matters
One of the most compelling parts of Project 37’s approach is the way they support musicians. Too often, local artists are expected to do all the work themselves for very little return. They are left to promote their own shows, navigate complicated logistics, and split small payouts that barely make the performance worthwhile.
Project 37 has worked hard to do things differently. Their team handles much of the promotion, ticketing, sound support, and event logistics, which allows artists to focus on the performance itself. Even more importantly, they prioritize paying performers fairly. That commitment sends a clear message that artists deserve to be valued for their work.
For young and emerging musicians, that kind of experience can be huge. It gives them a chance to perform in a more professional setting and see what it looks like to be supported rather than used. It also raises the overall level of the local music scene. When artists feel respected, they want to keep showing up, and when audiences know they are walking into a thoughtfully organized event, they are more likely to come back.
A Space That Has Become More Than a Venue
Although live music is still at the center of what B-Side does, the space has naturally grown into something even broader. Rather than forcing a rigid calendar of performances, the team has listened closely to the community and adapted based on what people wanted to see happen there.
As a result, B-Side now hosts a wide variety of activities beyond concerts. Community members and organizations have started using the space for things like trivia, game nights, winter farmers markets, and collaborative jam sessions. These events may not have been part of the original vision in the exact same way, but they align perfectly with the spirit of the mission. They create connection, encourage creativity, and make B-Side a place people can return to again and again for different reasons.
That flexibility is part of what makes the space work so well. It is not trying to be just one thing. It is becoming a genuine community hub, and that kind of organic growth often says more than any original business plan ever could.
How Battle of the Bands Supports the Bigger Vision
One of the most exciting parts of the episode was the conversation around Project 37’s upcoming Battle of the Bands fundraiser. While the event itself sounds like an incredible night of music, it is also deeply connected to the organization’s larger mission.
This year’s event features six bands made up of musicians all under the age of 20, each performing original songs onstage at the Paramount Theater in downtown St. Cloud. That alone makes the event special. It gives young artists the opportunity to take the stage in a major venue, perform for a real audience, and see what is possible for them in the local music scene.
The experience goes beyond the performance itself. The winning band receives professional recording time at a local studio, which adds another level of opportunity and growth. It is not just about crowning a winner. It is about investing in what comes next for these artists.
For Project 37, Battle of the Bands is also a critical fundraiser. The current goal is to raise enough money to build out the kitchen at B-Side. While the cafe already serves coffee and pastries, adding a more functional kitchen would open the door to expanded food options, a stronger customer experience, and more sustainable revenue for the organization over time.
That is what makes this fundraiser so strategic. It is not simply about covering event costs. It is about helping B-Side grow into an even more useful and lasting resource for the community.
Why This Work Matters to Central Minnesota
What John made clear throughout the conversation is that this work is about more than music. Yes, it is about giving artists a stage and audiences a place to gather, but it is also about giving young people healthy creative outlets, strengthening the local arts community, and building spaces that make people feel connected.
There is something powerful about a place where teenagers can watch their peers perform and start to imagine themselves doing the same. There is something equally powerful about a nonprofit that follows through on what it says it is going to do and earns trust from the community over time. That kind of consistency matters, and it is a big reason why Project 37 and B-Side have continued to grow.
In many ways, this story reflects what strong community building looks like in action. It starts with identifying a need, but it only lasts when people are willing to show up, stay committed, and keep adapting as that need evolves. Project 37 has done exactly that.
What Businesses and Community Leaders Can Learn From Project 37
For Moxie Creative listeners, there is also a larger branding and business lesson woven throughout this episode. The strongest brands are not built on flashy ideas alone. They are built on purpose, trust, and a real understanding of the people they serve.
Project 37 and B-Side have grown because they are rooted in something real. They saw a need in the community, responded to it with intention, and continued showing up consistently. They have built something people want to support because it clearly stands for more than itself.
That is a powerful reminder for any business owner, nonprofit leader, or creative entrepreneur. When your mission is clear and your work genuinely serves people, growth becomes about more than visibility. It becomes about impact.
