The surprise 40th birthday party for my best friend started out by me picking Michael up at Baltimore Airport on a warm July of 2001 day…

(L) Commander Joseph Terra & (R) Matthew Ray Scott @ my favorite local Oregon Vineyard

Michael Tomlinson, based in Seattle, is a folk singing legend in my home of the Pacific Northwest. Like me, Michael grew up in the South and never returned after finding sanctuary in the beautiful Pacific Northwest. I first discovered his music from my best friend while we served in the Army together. His folksy, earth-tone was pleasing and we soon were listening to his music as we took our yearly hiking and fishing trips together throughout New England.

Michael was on a fast track singing career until he decided it was not the lifestyle choice for him. He was there with the big-boys and just as soon as he “arrived,” he saw the view and promptly decided to choose another path.

Besides his unique voice, his amazing life + work design choice made him a favorite in our small group.

Fast-Forward some years and my best friend is forty years of age. My best friend’s wife called me and devised the secret plan to fly Michael from Seattle to Maryland for a private concert. I for one never believed it would happen because of Michael’s busy concert schedule. Never underestimate a beautiful woman who works for the government and is willing to spend a month’s paycheck to surprise her husband.

Michael agreed to our request for a private concert & I was responsible for picking him up at airport and stealth-fully surprising my best friend at his surprise birthday party.

Hug’s, high-fives, and more hugs as Phase I-40th Surprise Birthday began the moment we walked in door and realization that Michael would be performing a private concert for our closest friends.

Our friends and family knew my best friend and I were Michael Tomlinson promoters of sort for the past ten years and now it was time to broaden the fan club.

We never thought to ask him if he did not eat meat.

The 30 or so people we invited lined-up to receive the BBQ prepared. Michael as the guest of honor went first and we noticed he lightly filled his plate with the few healthy items on the menu.

We thought, maybe he did not want to perform on an empty stomach? Read on…

After dinner, the Maryland fireflies provided the ambient light of our private concert…

His unique folk music sounded even better in the backyard then in a recording studio. Our little children, at that time, gathered around him in a small circle. And we noticed that all the single women attending this event suddenly became folk singing fools with flowers in their hair.

It was a beautiful night to celebrate a milestone 40th birthday.

Michael throughout the night called us by name. “Matthew, thanks for the wine.” “Jay, you could not have possibly known I was a vegetarian. Please don’t sweat it.”

And we were devoted to him and his music even before the third glass of Grand Mariner while the others slept!

As the fireflies went to bed around the same time as the children and the rest of our friends, Michael had another concert to perform.

Three lawn furniture chairs in the backyard on a spectacular summer night and an audience of two. To my best friend and I, this was the only concert that mattered.

We drank Grand Mariner together. In fact, the three of us drank too much Grand Mariner together.

At one point, most likely around 1:00 AM, he said to his tiny and devoted audience of two (Jay & I) listening to his every word, “Fellas, how would you like to be the first to hear my new songs I’m about to record?”

Even before the last chord was played, we-tiny audience of two viewed him as our star.

Over the years, we have made a pact. He plays great music about the stuff that matters in life and we promote him to everyone we love.

Michael sells thousands of records by reaching tiny audiences where we view him as our approachable star.

How can we apply what you have learned from this story to your market and marketing?

Have you found your tiny audience that views you as a star and then grow with their help?

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