Shannon Bex | Tips to Successfully Navigate the Business World from the Co-Founder of Vooks
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If you’re looking for some inspiration to get your business going, you came to the right place. In this episode, Shannon Bex talks about being mentored by Sean “Diddy” Combs and how she went from multi-platinum recording artist to co-founder of a streaming platform for storybooks tailored to kids. Stay tuned and get some tips to navigate entrepreneurship while keeping yourself a priority. Plus find out a new way to encourage your children to read.
Key Takeaways From This Episode
Is it a good idea to have your family work in your business?
The struggles of being in the public eye that you might not expect
Keys to setting healthy boundaries
Tips for developing stronger business relationships
Disclaimer: All of the information and views shared on the Live Greatly podcast are purely the opinions of the authors, and they are not medical advice or treatment recommendations. The contents of this podcast are intended for informational and educational purposes only. Always seek the guidance of your physician or qualified health professional for any recommendations specific to you or for any questions regarding your specific health, your sleep patterns, changes to diet and exercise, or any medical conditions.
Resources Mentioned In This Episode
Bulletproof Problem Solving: The One Skill That Changes Everything
About Shannon Bex
Shannon Bex is the Chief Communications Officer of Vooks, which she co-founded with her brother, Marshall Bex IV, and Russell Hirtzel.
She is also a multi-platinum recording artist and former member of the Billboard chart-topping group Danity Kane, which she performed with after being handpicked for the group as a contestant on Season 3 of MTV’s “Making The Band.” Under the guidance of mogul and mentor Sean “Diddy” Combs, Bex gained hands-on experience in the business side of the music industry, reviewing licensing deals and contracts, completing PR training through Atlantic Records, and managing brand development, while touring, performing, and recording with Danity Kane.
Connect with Shannon
Website: www.vooks.com
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Kristel Bauer, the Founder of Live Greatly, is on a mission to help people awaken to their ultimate potential. She is a wellness expert, Integrative Medicine Fellow, Keynote Speaker, Physician Assistant, & Reiki Master with the goal of empowering others to live their best lives!
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Episode Transcript
Shannon (Teaser)
It's 90% business is 10% talent. There's some incredibly talented people that don't get the opportunity because it's business, it's corporate, it's you're dealing with bottom lines. You're dealing with you didn't hit the numbers. You're dealing with your CD sales didn't go with it like you should have.
Kristel (Guest Intro)
If you're looking for inspiration and also interested in hearing about an incredible journey, you're going to gain a ton of value from today's episode with Shannon Bex. Shannon went from being a multi-platinum artist and former member of Danity Kane, which he was handpicked for as a contestant on MTV's making the band with Sean Diddy Combs as her mentor to being the co-founder of Vooks, a streaming platform for storybooks tailored to kids.
I'm so excited to chat with her about her journey. We're going to be talking about navigating fame, setting healthy boundaries, how to stay grounded when you're in the public eye, navigating entrepreneurship. And we're also going to be talking about this awesome platform for kids to be able to really encourage reading. Let's jump right into it. And let's welcome Shannon Bex to the show.
Shannon, thanks so much for taking some time with me this morning, to chat all about Vooks and all the different things that you're doing. So I would love to start with just you sharing a little bit about yourself.
Shanon:
Yeah, absolutely. Well, I'm so happy to be here.
Thank you for having me. And I actually started my whole career in the music industry. I was a multi-platinum touring and recording artist for 15 years and go figure. Now I'm in children's story books, but there's a method to the madness. Actually, I co-founded Vooks with my brother. So we've always been very creative and working together and this kind of formulated out of a father's heart who wants to encourage his daughter, my niece, to love to read. And with my music experience, I actually was there firsthand when physical CD sales were going away and streaming was happening and I watched a whole industry slowly move towards profitability around customer consumption and behavior.
Which is granted Vooks are never, or books are never going away, but there's something comparable to that. With digital natives, the publishing industry, I can really talk to, Hey, you can have digital compliment your physical. So I handle all of the negotiations with publishers and rights holders, and I bring the content to the Vooks platform that our team animates and produce it.
Kristel:
That's amazing. Okay. So you're working with your brother. So how is that? How is it working with family?
Shannon:
That's like one of the first questions I get asked. So I'm like, well, I'm like, I'm a little sister, so I just do it, my big brother tells me to and everything. It's amazing how well we get along.
So there is hope for all of you with kids out there, brother and sister, brother, and brother. They can have a successful adult relationship beyond all the childhood tantrums.
Kristel:
What was your brother doing before you guys started Vooks?
Shannon:
He owned his own agency called Moda Just, and he worked with Nike and Gatorade and Verizon and just helping bringing products to market telling brand stories.
And just launching products and understanding consumer behavior and how to tell a brand story. That was his background and his partner at Moda Just actually is our other co-founder Russell Hertzel. And he went to school for animation. That's where he met his wife. And so we had like our own little Walt Disney would call him.
And so he handles all of our animation and production pipeline.
Kristel:
Very cool. Okay. So going back a little bit, I would love to hear about first of all, how has your experience with being in the music industry, having all that visibility? I feel like I'm sure you had a ton of fun, but I'm sure there also is a lot of pressure, a lot of stress.
So I would love like a behind the scenes peek into that world and what that was like, and then we can kind of transition into how did you end up then going into children's books?
Shannon:
Sure. Yeah. Oh, the music industry. I started off as a dancer. I was actually trained ballet dancer, and then I ended up at bad boy records under Sean Diddy Combs.
So it was a crazy journey and path that you and I can fully dive into one day, but it really did prepare me for where I'm at now in business, just because, well, I used to say all the time it's 90% business is 10% talent. There's some credibly talented people that don't get the opportunity because so much of it is it's business, it's corporate, it's you dealing with bottom lines, you're dealing with you didn't hit the numbers. You're dealing with your CD sale didn't go with it like you should have, like, there's a lot of business strategy that goes into becoming an artist and even on the branding side and being in the public eye.
And I was also on a reality show. So, my personality is one that's like, I'll just stay in the background and just do my job. Keep my head down, which is one reason why did he had chosen me for the group that I was in at the time. He was like, you had your head on straight. I trust what you have to say. You got your business about you.
I need that. But yeah performing is just always been a passion of mine. So yeah. I think it was a bit of a learning curve. You're going to classes, you're taking music lessons, you're enjoying it. It's a passion. All of a sudden, like the brakes get put on and you're like, wow, this is actually machine. This is an industry and there's kind of some heartless people.
There's some great people, but there's some, like you have to get the job done. Otherwise there's someone else that's ready to stand up and take over that you're not.
Kristel:
You have to have a lot of resiliency. I feel like to be able to stay grounded and confident and empowered. Especially, if you are dealing with people who are just not emotional, it's like it's all business, like forgetting that you're dealing with the human being.
Shannon:
Yeah. And as creatives, you're not more sensitive, but you're just so much more in touch to your heart and like passion. And so when you meet that with just kind of that cold business, it's like such a hard balance to understand and navigate through. And there's also the balance of staying true to yourself and you're true to your own identity and not bending to compromise whatever that might mean. There's a large spectrum. Everything from wearing a certain outfit to doing a certain whatever. I mean, that pressure never came to me, but there's so many pitfalls that can happen. And so you really do have to have such a strong sense of self.
And when it is time to say no, or stand up. You gotta be okay with that and then realize that might mean that opportunity is going to go away. But 20 years from now, you don't want to, don't want to regret the decision you made.
Kristel:
Right? Right. I would love to get a couple of insights about how you built confidence during that time and now as well, because obviously you had the confidence to make a big shift in your career.
I'm thinking a specifically to being in the limelight and interacting with all these different types of people and whether or not you want it like being judged. Yeah, very visible. And I think that that could be a challenge for some people and for others, maybe not so much. So I would love to hear how you dealt with that and what helps you build confidence and empowerment during that time.
Shannon:
So that's a good question. I'm very thankful I had a great childhood that my parents were very supportive and loving and like I do think foundationally that just set me up on a good path and having just confidence in myself. Um, and gosh, That's a hard question to answer. It's a great question. I was also old, a bit older when I walked into the industry and when we did shoot, my space was barely popping off.
So we didn't really even have though we were on reality TV. The constant pressure of posting and the whole like branding of yourself, like it wasn't there yet. So it's almost you could still stay a bit internalized and kind of control the narrative to a degree, like, whatever you put in front of that camera was what you're going to get a result of on the other side.
So just, that was the only thing you really needed to stay conscious of. I can't really imagine having, I think we even had forums and your whole day would be ruined if someone on the forum. Ooh, I don't like you. And you're like, oh, so there wasn't this balance of people pleasing that you had to really be cognizant of.
And it's funny. Cause the second you read a positive comment. It's like a drug and it feels good and you're related. And then I realized the second I read a negative comment, it just crushed me. And then I needed to read more positive and it became a cycle. So right from the beginning, given was the forums. I started separating myself from not caring because I do care what people think, but I just couldn't pay attention to it. I knew it was going to just throw me into a spiral. Some thankful that I was aware of it at that time. And I really can't even imagine being in the spotlight at the peak right now, between all the options of putting yourself out there, feeling like you have to reveal so much of yourself and not keeping anything for your own soul.
It's such this interesting world, especially growing up in this, like that's where I'm so thankful for Vooks. Like we can offer something a positive outlet for screen time. Like, I dunno, it's a, it's a subject I can talk about for sure.
Kristel:
Yeah. It's a lot to navigate. And I think that the visibility now is social media and the feedback you get from people you don't even know when people are very brave, you know, it takes vulnerability to put yourself out there, but I also advise for you listening to just listen to your heart and don't feel pressure to share things you don't want to share, share what makes you feel good and focus on the value that you're bringing and the intention that you have. Not so much on how everybody responds to it.
So, yeah, that's what I've learned throughout my journey too. Just coming back to the mission, the intention and what it's about, because like you said, you can get, it feels good to hear positive feedback and it feels really crummy to hear negative feedback. And it really does, for me, at least it came back to, okay, why am I doing this? And the purpose and the meaning behind that.
So hopefully, you know, for you listening that can help guide you with whatever path you're going down, business or personal.
Shannon:
Yeah, absolutely. The clarity of your mission is so important and taking time to really ask yourself that and understand it and that kind of segues into me moving out of the music industry.
I feel like I had some amazing bucket list moments. I accomplished so much and I just knew I was ready for another chapter and to kind of evolve into the next phase of myself and what I could accomplish. And I think it was really challenging for me. I actually had got a life career coach to kind of help me find my no to say yes to myself.
And I'm very much a people pleaser and I definitely want to solve problems for everyone. And I was like helping pick up the slack with things. And then I realized, am I doing this for someone else's wants and dreams? Now mine have shifted and I need to now answer to myself. And so I started to shift like, Hey, what do I want?
And what's my answer and where my boundaries. And that's kinda like, I found my own like mission and my own wants. So that is more important.
Kristel:
So boundaries. Okay. That words like touched me, I'm like, man, that’s a tough one. Especially if you're running your own business and you want to preserve your personal life and what we were talking about before as well, like you in the music industry, boundaries are really important, but what worked for you?
How did you develop or are you developing boundaries? Like, that's something for me it's like constantly evolving. It's like, I, something doesn't quite work, I shifted. I have also struggled with boundary setting and people pleasing and all that. So it's like a constant just evolving learning for me.
Shannon:
And that's right word. Boundaries are evolving. We think of boundaries as a cement wall that you put up and you have your boundary lines, but it's more of like an adjustable fence that can be pliable. Like not meaning don't stick to your boundaries. Always have them, but you're right, like we're constantly evolving. We're constantly changing. Our life changes.
Look at what happened all through last year. You're like, but I think the key to it is always checking in with yourself. And being like, okay, is this my boundary? Is this because I need to set this up or my doing this? Like I would say yes all the time to things, even in my marriage, like, Oh, like this, isn't making me happy or this is not making me my fullest person and actuality, I'm not being beneficial to my husband because I'm saying yes, and it's really not for the best for either of us.
So I know that's very deep, but just like always checking in with yourself. Am I saying this because I didn't want to please somebody, or am I saying this because this is what I need and this is what I want and it feels selfish and oh, how have we been taught? Not to think of ourselves so much.
Definitely been ingrained, but you hear that all the time. Saying no to something else to say yes to you, but if you're not fulfilled, if you're not fulfilled, you're not going to help others. So that self care and self-awareness is, and it's a daily, it's a daily effort. You can't just get it one day. And then be like, Hey, I'm good. You got to keep reminding yourself every morning.
Kristel:
Well, yes. And something that I found is I was actually doing a little post about this before I jumped on, but how we're influenced all the time, whether or not we realize it. And so you're influenced when you're scrolling through your phone, when your piece of content pops up, you're influenced by your family, by your friends, by everything, by people in power figures.
So it's. For me, it has been so important to just have time alone, to like integrate all the information that I've gathered to figure out what works, what doesn't work. So it's having, for me, it's like the outdoor run or having time by myself outside, I would love to know what do you do? What works for you to have that time to figure out what's your now? And what's your yes.
Kristel:
Yeah, absolutely. Every morning, I definitely wake up and I just turn on the TV. I don't, I might turn on a podcast or something, but I just try to, it's more soothing music. It's more just, just that breathing time. That zone like hone in time. And I don't allow when I don't get that every morning, I don't allow it to ruin my day because that's dangerous too.
I definitely need that morning routine. And of course, with zoom meetings all the time, stepping outside, going for that little walk, we have some property that we're on. So that's been very nice to just let the dogs run. We have horses like it just to kind of see them and just breathe in nature and peaceful environment. It makes a huge difference.
Kristel:
So do you ride, are you not like casual?
Shannon:
We like ride off with like some land outside of our property. We can just ride and that's a trailer and, yeah.
Kristel:
That’s lovely. My husband and I went to Montana recently and we did his first horseback ride and it wasn't like we weren't galloping or anything.
And I, I really enjoyed it. Didn't realize how much I would enjoy it. It was really peaceful and a nice retreat. This is a good segue into how you transitioned into Vooks. And was there, I'm curious, was there like a singular event? Was there something that happened that made you kind of an aha moment, like, oh, we need to do this.
Or was it more of a gradual thing I would love for you to share a little bit about your journey with that.
Shannon:
Sure. So my brother and I always would like spit ball ideas. I'd be out touring and he's like, you guys should try this. Or how about this or we he'd talk about his new project he was handling company.
And so he brought up the idea around, gosh, there's gotta be some hybrid thing to get kids entertained with reading. Cause his eldest would bring books and love to read, love to read. And his third child was like, nah, I'm good. And she was like a true digital native, like when she was born, the first iPhone came out.
So he watched not only through her eyes. All the kind of apps and the, the things that she could play games like the gamification of books, which was distracting her, it was making Peter rabbit jump in the bushes over and over again, it was earning points, was dressing her avatar. So the whole kind of obsession of gamification did like catch the audience and the zombified effect.
And he's like, you know, she'll finish a video. So maybe there's some way to like do a short video, around a book where she's getting read to, and she doesn't even know that she's reading. She doesn't know that she's connecting to this as entertaining her kind of call it chocolate covered broccoli. Like they don't know.
So he had spit out the initial idea around there's gotta be something. And then him and Russell would brainstorm at work. And see, I was a bit of a slow doing my music. I was touring and he had his other projects with his company. And then at one point it really was, Okay. He was like, I got either jump in and try this or let it go.
Because technology is catching up the ability for subscription type of service. Like this streaming platform, like technology was just lining up perfectly. And even the consumer behavior, people were ready to see $4 and 99 cents come out of their checking account every month automatically and not get alarm.
It was like we got more comfortable as consumers in that style and that SAS kind of company. So it's all lined up and he's like, I got dive or just forget about it. I was like dive, do it, do it. First in that, that was probably 2018. So then he and Russell started to go to book fairs just started to like meet people. Like we didn't know the publishing industry.
I had my new music step, which is very parallel, but it wasn’t the publishing industry and it's a very small industry and some people are like, who are you? You're new? I don't know you what's this. So tick time and the pavements going into events, shaking hands, setting up meetings, cold calls, like you name it. It was the grind for a couple of years.
Kristel:
So you have a background though with some PR, right? Or a lot of PR. And how did that then translate? Like, did you find that a lot of it was relationship building, brand building is what I have found even for my personal brand, like it's a lot of it's relationship building and that takes time.
But I would love just to hear a little bit about that. And then whoever's listening. If they're thinking about starting something or they are navigating being an entrepreneur, maybe they could get some insights into how to kind of take it to the next step.
Shannon:
Yeah, absolutely. I completely agree with relationship building and doing it in a genuine way.
Not because you're trying to get something out of the relationship because that's also very much a sense. I mean, business is business and people understand when you're trying to do a business deal, it's a business, but you can still have a personable connection and a genuine networking. And I think another thing like me walking into meetings with publishers and talking about, Hey, I have a bit of a knowledge in this past, but I want to learn more from you not assuming, you know, it all like being okay with not knowing. And it's a balance because you don't want to look like you're just naive and they're going to go give you rights to things. And you're like, I don't know what I'm gonna do with these.
So there's this balance of, I know what I'm talking about, but please tell me more. What else should I be asking? Like in a professional way? So, making sure people feel comfortable. They can trust you. And that was half the battle too, is like, Hey people, knowing if I give you these rights that I maybe can't give to somebody else now for a couple of years, I want to trust that you're going to handle them correctly.
So it's showing that you have business sense. It's being respectful. It's not walking into a room like you need to listen to me. Because most of the time, the room knows more than you do.
Kristel:
That's great advice. And I, what I realized too, like I want to work with people that I connect with or that I like. And so that's just a natural thing for me.
And I feel like for humans in general, like if someone comes in, if you go in being genuine, being authentic, they're going to be actually building a relationship. And that's what I think people gravitate towards.
Shannon:
Absolutely it's magnetic and it doesn't have to be forced.
Kristel:
So. Right. So then do you, do, does Vooks do publishing, do you work with authors or do you, are you the platform where you're just you're providing the content for the public?
Shannon:
Good question. So that is our main business model is taking existing books, like curious George or amazing like boutique publishers, like a familiar title and bringing them to the platform. So you'll find classics and you'll find new stories. You never even knew about. And that's the heartbeat. That's the drum beat because we want to just be that library.
You walk into the library of Vooks and you're finding on discovering all these stories. We do have some original Vooks titles that we do create. We actually have been focusing around biographies and inspiring stories. So we did one with Ronnie Lott who was an amazing football hall of Famer and about his grit.
And then Samantha Peszek, who is an Olympic medalist and gymnastics. We did a story with her. And we're actually working with Craig Robinson is Michelle Obama's brother. He's doing four books for us around kind of the wisdom his mom instilled in them as they were growing up and how it made them just the people they are today.
So I think biographies and inspiring stories and other areas that might holes in the publishing industry where there isn't a lot of contents. So we might fill in the gaps just to make sure our library is fully curated it's titles.
Kristel:
Love it. And I love that it's also focused for kids. So you don't have to worry about like inappropriate things popping up, or like download this popping up.
Shannon:
We're absolutely where your kids safe. You hand your child the Vooks tablet, or on your phone, or we'll put it on the TV and you know exactly what they're doing. Reading a book or being read to you. So it's definitely peace of mind and the average stories about seven minutes. So the great thing about kids, as well as it just feels satisfied, completing a video, kind of doesn't matter how long or how short, but they want to finish it.
Like, okay, I can go on a little bit dishwasher and I could put two Vooks on. That's like barely 15 minutes and they got the reading out for the day and I'm just a super parent.
Kristel:
Right. I know for me personally, like my daughter loves to read and it just came natural and my son he's still learning, so he's not as excited cause he just doesn't, he doesn't have the confidence yet in it.
So something like this. It would take away some of that struggle that I feel as a parent of trying to like convince him. So it would be like a nice middle ground to be able to yes. Still pick up the book and read it, but then we also can do.
Shannon:
Absolutely. And we have so many parents and teachers say my child has the favorite book story and they now physical book.
And so they're buying the physical books and that's so exciting for us because it's inspiring this whole like, well now the kids are like, well, I just want to see it in print. This is so different. And this is really cool and it's really magical what we've created and, and it's simple, it's simply books.
So it's just amazing that we're able to like get kids feeling like they're watching cartoon, but they're reading a book, like it's just this great little harmony that happened.
Kristel:
And you had mentioned earlier something about some of those apps and like, yeah. I think you used the word, like zombie or something.
Yeah. I feel like I'm always really aware about that. I see some of those games and like, is that good for you? You know what I know, there's different research been like, okay. I think everything I think in moderation, but just in general with all the screen time that kids have had and the adults, I mean, everyone has had over the past year and a half, I feel like just navigating towards things that are going to be more, just seem healthier.
It was like, you're reading a book. That's good in my mind. I wouldn't be more excited if my kids are doing that versus the random scrolling, repetitive motion.
Shannon:
Or watching a slime being made or something or toy unboxing or I don't know.
Kristel:
Yeah. Do what you gotta do as a parent, but I love that this is an option for kids.
So can you share a little bit about where they can find it, any more information about that? And then we're going to jump into a lightning round where I asked you a couple of questions.
Shannon:
Okay. Good thing I have my coffee fast. Absolutely.
Vooks Is an app, but it is also a streaming platform. We can be found through your Android or apple.
You can even get us on your apple TV, or you can Chromecast it like pretty much anywhere you can get your screen time you can find books and then we're $4 and 99 cents a month. So a cup of coffee for a whole library of books. So it's pretty amazing and can even offline the content. So if you're traveling in the car or on a plane or camping, you can offline your child's favorite book story as well.
Kristel:
Awesome. Fantastic. Okay. So are you ready for a couple of quick questions?
Shannon:
Okay. Yes, let's do this. Alright. Why am I nervous?
Kristel:
What is a book that you've read recently that you would recommend?
Shannon:
Ooh, I just started Bulletproof problem-solving. I tend to read a lot of business books. I don't know why, but I'm really enjoying it so far.
Kristel:
Awesome. Okay. Second question. What is a self-care routine or something you do for your personal self-care that is non-negotiable for you?
Shannon:
Kind of funny and I have an explanation behind it a little bit. I just started to learn how to golf and I will take my Wednesday ladies night and I will go golfing and I never thought I'd be so excited to put my golf shoes on and grabbed my golf bag and run out the door.
I'm like, okay, bye honey. I'm going to the course. And it's kind of shocking to me. That's why it's one of my, kind of, non-negotiables like, it's my girl time. I get to walk around in nature and I have a new activity I'm really loving.
Kristel:
That's awesome. I love it. I'm going to learn how to golf at some point right now. I'm, I'm in the tennis, but I feel the same thing for like my four it's like your time with your friends and that's incredible.
Okay. Last question, knowing what you know now, what advice would you give to yourself from 10 years ago?
Shannon:
Kind of what we were discussing before it's okay to say no, if it's saying yes to you.
Kristel:
Love it. Well, this has been amazing and what an incredible journey you've had, you're doing such fantastic things.
So I will put a link in the episode details. So if you're listening and you want to learn more, if you want to try this out for your kids, you can access it there. And it also have links to your social media and all the rest of it. So thank you so much, Shannon. It's been a lot of fun.
Shannon:
Thank you, Kristel. It’s a pleasure meeting you.