Justin Pinder Talks How2Listen and Elevating the Pacific Northwest Music Scene

Host Trae Holiday welcomed Justin Pinder, the co-founder and executive director of the new nonprofit How2Listen on a recent episode of "The Day with Trae." Pinder shared his journey from a Seattle-raised artist to a music executive and detailed his organization's inspiring mission: to cultivate a thriving music ecosystem in the Pacific Northwest.

Pinder’s own path to executive leadership was shaped by his roots in Seattle's music community and his years of work in a major industry hub. He credited his foundational experience working with Seattle music industry staples Sportn’ Life Records and rapper Vitamin D led him to a larger market. 

"I went from being an artist, moving to LA, working in the industry for Dr. Dre and a few others…" he said. “And now we have How2Listen.”

His experience in Los Angeles highlighted what the Northwest scene lacked in his eyes, leading him to the crucial decision to bring that knowledge home. He explained his goal with How2Listen succinctly. 

"Go to LA, learn, and bring it back here, because I think that there's an untapped potential,” he said, noting that Seattle is a music town but not an "industry town," and the lack of robust infrastructure is a significant challenge for local artists.

Founded in June 2025, How2Listen was created to solve the current paradox in the music business where artists struggle despite record industry profits. 

"The music industry is making the most money it's ever made, but many of the artists that are independent and smaller are making the least amount of money or at least the opportunity to make money isn't really there,” he said, viewing the non-profit route as the best pathway to supporting the most artists possible. 

The organization focuses on providing tangible support, or as Pinder put it, giving artists "more runway." This includes helping them cover the high costs of their craft. 

“How can we help artists record music most foundationally, but also help them scale their efforts?” he asked. How2Listen’s upcoming initiatives include partnerships with local businesses to offer discounts to donors, as well as events designed to bring the community together, such as a listening session in collaboration with Métier Brewing in Seattle’s Central District..

Pinder urged the community to donate to How2Listen, because the funds are invested directly into the artists. Ultimately, he stressed that a thriving scene requires participation from everyone. 

"I think bringing yourself to the table is the most important thing,” he said.

To learn more about How2Listen, you can visit their website at how2listen.org.

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