Music + Marketing for Kids’ Mental Health.
ABOUT
The best response to a generational crisis?
Put music and marketing to work. Seeking Permission, LLC is a creative catalyst co-founded by Brian Kroening and Tom Fugleberg – devoted dads with 30+ years building global brands and real music credentials (including top 40 hits). Now we’re fusing these creative forces in service of something deeply personal and urgently needed. A bold, cultural response to the youth mental health crisis. Through inspiring original content and unforgettable shared experiences, we open hearts, spark honest conversations, and activate direct giving to nonprofits providing music therapy, instruments, and lessons to the kids who need it most.
Music is a universal language, a lever, and lifeline.
93% of Gen Z and Millennials say music is essential to their well-being.
72% of people worldwide believe it creates shared experiences across cultures, races, and ages.
2 in 3 donors are more likely to support causes connected to music or art.
Music is clinically proven to reduce anxiety and depression-and boosts expression, connection, and belonging.
Spotify Culture Next Report, 2024
IFPI Global Music Report. 2023
Classy.org "Why America Gives" Report. 2024
American Psychiatric Association & NIH, 2024
The next great CSR frontier? Youth mental health.
71% of consumers expect brands to address mental health through their messaging.
57% are more loyal to brands that take action on issues like youth mental health.
88% of Gen Z say authentic brand involvement in causes matters.
Purpose-driven campaigns increase brand favorability by 37%.
Edelman Trust Barometer, 2023
Deloitte Consumer Loyalty & Social Impact Report
Edelman Gen Z Trust Barometer, 2024
Kantar Purpose Study, 2024
Pilot projects underway. All self-funded. All seeking sponsors.
-
Bonfire Sessions
Unscripted fireside conversations with artists about music, mental health, and finding hope in the dark. Powerful original series now in production.
-
The Listening Room
Intimate, soul-stirring performances filmed live inside America's most iconic music sanctuaries. Coming to Nashville this fall.
-
Concert In The Key Of Hope
National concert event uniting artists, brands, and nonprofits to spark a movement for youth mental health. Early stage development.
OUR MUSIC
We Also Write Songs In The Key Of Hope.
“Love's Gonna Break the Fall”
Free to enjoy here. Also available on all major streaming platforms.
Credits: Written & Composed by Brian Kroening, Tom Fugleberg. Produced by Matthew Kirkwold. Contributing songwriter: Pamela McNeill. Lead vocals: Dan Rodriguez. Background vocals: Maureen Murphy, Devonne Fowlkes, Jason Eskridge. Musicians: Drums: John Richardson. Bass: Ian Allison. Keys: Kevin Gastonguay. Electric guitar: Matthew Kirkwold. Acoustic guitar: Brian Kroening, Matthew Kirkwold. Engineered: Steve Norwick at Drum Farm Studios, Menomonie, WI. Matthew Kirkwold at Meow Sounds Studios, MPLS, MN. Mixed: Justin Cortelyou at Soul Train Studios, Nashville, TN. Mastered: Jonathan Pines at Private Studios, Urbana, IL.
“We Can Try”
Free to enjoy here. Also available on all major streaming platforms.
Credits: Written & Composed by Brian Kroening, Tom Fugleberg. Produced by Matthew Kirkwold. Contributing songwriter: Pamela McNeill. Lead vocals: Maureen Murphy. Background vocals: Jason Eskridge, Devonne Fowlkes, Matthew Kirkwold, Sarah Roddy. Musicians: Drums: John Richardson. Bass: Ian Allison. Keys: Kevin Gastonguay. Electric guitar: Matthew Kirkwold, Brian Kroening. Acoustic guitar: Matthew Kirkwold, Brian Kroening. String arrangement: Tommy Barbarella. Cello: Jacqueline Ultan. Viola: Erica Burton. Violin: Devan Moran, Josh Misner. Engineered: Steve Norwick at Drum Farm Studios, Menomonie, WI. Matthew Kirkwold at Meow Sounds Studios, MPLS, MN. Keven Israel at River Rock Studios, MPLS, MN. Mixed: Justin Cortelyou at Soul Train Studios, Nashville, TN. Mastered: Jonathan Pines at Private Studios, Urbana, IL.
“The Best For You”
Free to enjoy here. Also available on all major streaming platforms.
Credits: Written & Composed by Brian Kroening, Tom Fugleberg, Matthew Kirkwold. Based on the poetry of Erin Hanson. Produced by Matthew Kirkwold. Contributing songwriter: Pamela McNeill. Lead vocals: Tony Cuchetti. Background vocals: Matthew Kirkwold. Musicians: Drums: John Richardson. Bass: Ian Allison. Keys: Kevin Gastonguay. Electric guitar: Matthew Kirkwold. Acoustic guitar: Matthew Kirkwold. Engineered: Steve Norwick at Drum Farm Studios, Menomonie, WI. Matthew Kirkwold at Meow Sounds Studios, MPLS, MN. Keven Israel at River Rock Studios, MPLS, MN. Mixed: Justin Cortelyou at Soul Train Studios, Nashville, TN. Mastered: Jonathan Pines at Private Studios, Urbana, IL.
JOIN US
Join our band of believers.
Purpose-driven brand with a youth mental health CSR initiative? Label, producer, or big-hearted recording artist with the talent, platform, and following to amplify our efforts? Nonprofit with a music-centered mission helping kids heal and thrive?
We need your help. Together, we can outdream the dark.
PRESS/ MEDIA
