Today we’d like to introduce you to Melissa Mckinney.
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
Growing up, my life looked a little different than most. I was adopted by my mom’s brother and sister, and from an early age I always felt like I lived between worlds. I never quite fit into one box, and looking back, that probably shaped the way I see life today. I’ve always been someone who questioned the traditional path, marched to the beat of my own drum, and believed there was always another way to do things.
Academically, I was driven. I graduated at the top of my class, competed as a track athlete, and earned a full academic scholarship to the University of Michigan. During my junior year, I made the difficult decision to leave school to pursue music. That journey didn’t unfold the way I imagined, but it led me to becoming a mother, being signed to an independent label in Toronto, and eventually sharing my life online through my blog and YouTube channel, where I documented my journey through motherhood, faith, and personal growth.
Professionally, I spent several years in the logistics industry, where I learned strategy, operations, and how to solve complex problems for Fortune 500 companies. At the same time, I was teaching myself marketing. Everything from copywriting and photography to video editing, branding, advertising, and social media came through trial and error while building my own personal brand. Those experiences became the foundation for everything I do today.
After the pandemic and a major season of change that included divorce, I decided to bet on myself. I launched Vision LLC, which eventually evolved into a boutique entertainment agency focused on artist management, venue marketing, and advertising. Along the way, I also worked in marketing for Zingerman’s before making the move into the professional music industry full time.
Today, I have the privilege of working with incredibly talented classical musicians while helping artists and venues connect with broader audiences. I’m especially passionate about breaking down the idea that classical music is only for a certain audience. I believe great music belongs to everyone, and I love helping bridge traditional art forms into contemporary spaces where new audiences can discover them.
I’m also back at the University of Michigan as a full-time student while raising my two daughters, running my agency, and working full time. It’s a busy season, but I’ve learned that vision has a way of carrying you through the hard seasons. My journey has never been linear, but every chapter has prepared me for the one I’m living now.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
It definitely hasn’t been a smooth road. In a lot of ways, my life has been a series of starting over.
I’ve changed careers more than once, left school and eventually found my way back, navigated divorce, become a single mom, and now I’m raising two daughters while running a business, working full time, and finishing my degree. There were seasons when I questioned whether I was on the right path because nothing seemed to happen as quickly as I thought it would.
Building a business has probably been one of my greatest teachers. People often see the finished product, but they don’t see the years of learning, the mistakes, the clients that didn’t work out, or the moments where you wonder if you should keep going. I’ve had to learn that success isn’t just about talent. It’s about consistency, humility, and being willing to adapt.
One thing I’ve learned is to stay a student. I don’t ever want to be the smartest person in the room because that means I’ve stopped growing. Whether it’s returning to the University of Michigan, learning a new skill, listening to mentors, or simply being willing to admit when I don’t know something, I’ve found that growth comes from remaining teachable.
I’ve also learned to fall in love with the journey more than the destination. Early on, I was always chasing the next milestone, thinking I’d finally feel successful once I reached it. Now I realize the person I’m becoming along the way is far more valuable than any title, award, or achievement. Every setback has taught me something, and every chapter has prepared me for what’s next.
Appreciate you sharing that. What should we know about Vision LLC?
Vision LLC is a boutique entertainment agency that sits at the intersection of artist management, venue marketing, advertising, and consulting. At its core, we’re in the business of helping great talent and great organizations tell their stories in a way that connects with people.
I started Vision LLC because I saw a gap. There are incredibly talented artists and arts organizations doing amazing work, but many don’t have the strategy, marketing, or industry support to reach the audiences they deserve. That’s where I come in.
What sets us apart is that we don’t believe in one-size-fits-all solutions. Every artist has a different vision. Every venue has different goals. Every organization has a unique story to tell. I spend a lot of time getting to know my clients so we can build a strategy that actually fits who they are instead of trying to make them fit a formula.
I’m especially passionate about working in the classical music space. I believe we have an opportunity to honor the tradition of classical music while also helping shape its future. For me, it’s about making the arts feel more accessible, welcoming, and relevant to the next generation without losing what makes them so special.
Brand-wise, what I’m most proud of is that Vision LLC has grown organically. Every opportunity has come through relationships, trust, and doing good work. That means a lot to me because this industry is built on reputation.
As we continue to grow, I hope people know that Vision LLC is more than a marketing agency. We’re a long-term partner. Whether I’m helping an artist build a career, a venue grow its audience, or an organization think through its next chapter, my goal is always the same: to build something meaningful that lasts.
Are there any apps, books, podcasts, blogs or other resources you think our readers should check out?
I’m naturally curious, so I’m always learning. One of my favorite podcasts is *Founders* because I love hearing the stories behind some of the world’s biggest companies. It’s easy to look at a successful brand today and forget that it started with one idea, one person, and a lot of uncertainty. Listening to how those founders built their vision from the ground up reminds me that every business starts somewhere.
One book that has really stuck with me is *The Subtle Art of Not Giving a F* by Mark Manson. It challenged me to focus less on trying to do everything perfectly and more on investing my time and energy into what truly matters. More recently, I’ve found myself reading books that challenge the way I think about business, culture, leadership, and personal growth instead of staying in one lane.
Another huge source of growth for me has been solo travel. I’ve had the opportunity to travel to more than 20 countries, 5 continents, and every trip has taught me something different. Experiencing new cultures and seeing different ways of living and thinking has challenged my perspective in the best way. It pulls you out of the routine of everyday life and reminds you that there isn’t just one way to live, lead, or build something meaningful.
Outside of work, my faith is one of my greatest sources of perspective. It keeps me grounded and reminds me that success isn’t just about building a career. It’s about becoming the kind of person who can steward the opportunities you’re given and serve others well.
More than any one book or podcast, though, I think curiosity has been my greatest teacher. Whether it’s through travel, reading, or simply being willing to ask questions, every season of my life has required me to learn something new. Solo travel has also taught me the courage to go alone when necessary. Sometimes, in business and in life, you have to be willing to believe in a vision before anyone else sees it. I never want to stop being a student because I believe growth happens when you’re willing to keep learning.
Pricing:
- Artist Management
- Venue and Event Marketing
- Marketing & Brand Strategy
- Paid Advertising (Meta & Google)
- Social Media Management
Contact Info:
- Website: https://vision-llc.com
- Instagram: https://www.instagram.com/amelroseuniverse/
- LinkedIn: https://www.linkedin.com/in/melissa-mckinney-b28973216/
- Youtube: https://www.youtube.com/@AMelRoseuniverse
