In this episode of Behind the Brand, Taylor and Kelly from Moxie Creative sit down with John Schulte to talk about Project 37, B-Side Indie Music Cafe, and the power of building community through music. John shares his journey from hockey player to lifelong musician, drum instructor, and advocate for young artists in St. Cloud, Minnesota.

The conversation explores how Project 37 began, why safe and sober all-ages music spaces matter, and how the organization built momentum by hosting shows throughout the community before opening B-Side. John also discusses the importance of giving teens and young musicians a place to perform, connect, and be part of something meaningful beyond a screen.

Taylor, Kelly, and John also dive into Project 37’s annual Battle of the Bands fundraiser, which supports the organization’s mission and helps fund future improvements like a kitchen at B-Side. This episode is a powerful look at nonprofit leadership, local music advocacy, youth opportunity, and what it takes to create a thriving creative community in Central Minnesota.