Knowing Your Market

By Rebecca Plant

Zare Demus & Ellen Clendining

Anyone who has ever lead a charge in anything – by that, I mean been the first person to do something, whether that be dance at a party, vote in a particular way, or introduce a concept to a room of people – knows that it can be a little daunting.  But, if you are 100% behind why you are doing it and you believe in yourself, whether people follow you or not becomes irrelevant.

Do you know what I’m talking about?

Today’s guests Zare Demus and Ellen Clendining certainly do.

Zare grew up in Jamaica. After meeting and falling in love with his partner Ellen, they decided to move to Australia in 2011.  On arrival, they found that their kind of community was incredibly lacking.

You see, Zare is a full-blown Jamaican … He lives, breathes and loves Reggae Music. And he’d turned Ellen’s ear to it too. So, when they got to Aus and found there was only short music segments on some out of the way stations dedicated to their love, they decided to take things in their own hands. So, was born, Australian Reggae Radio – a 24/7 online station dedicated to reggae music.  

Like most people who start anything, Zare and Ellen had a hope that it would work, but no definitive way of knowing.  But, now 7 years in to the journey, they are attracting DJs from the UK and Belgium, as well as Australia, to present segments on their baby. They are also building live events that give face-time to a community connected by sound waves.

Alongside building their radio business together, Zare and Ellen share the responsibility of their 3 small children – all of who are under the age of 8.  As you’ll hear today, the music industry is not exactly the ultimate gig to be a part of for committed parents. But, they say it’s worth it to be pioneering a space for themselves and others.

In today’s episode we talk about:

  • Why ‘Mother Guilt’ is not limited to Mums – Dads feel it too
  • How Zare and Ellen juggle their 3 small kids and their business
  • Why Ellen gave up her full-time job to make their hobby a real business
  • How ‘Jamaica Time’ sounds relaxing, but can be a stressor in business
  • The 1 thing they wish they’d introduced into their business at the beginning.

This conversation easily touches on, and opens the door to, the question Ed and I get asked so often: How do you manage to juggle it all and switch off?  And as you’ll hear here, it all starts with a choice.

Episode resources




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About the Author

Rebecca is the Co-Founder and CEO of The Institute for Couples in Business. Bec is also trusty wife to husband and business partner Ed, and mum to Samuel, 4, and Charles, 2. For the past seven years Bec has been working with business owners, and her Super Powers include making complex problems simple, creating strong connections, and motivating teams by building kick-arse culture. Bec is also author of #1 best-seller Lead-The-Ship and hosts popular podcast Boardrooms & Bedrooms.