We recently connected with Crystal Desai and have shared our conversation below.
Crystal, so good to have you with us today. We’ve always been impressed with folks who have a very clear sense of purpose and so maybe we can jump right in and talk about how you found your purpose?
Music has become throughline in my life without me ever knowing. It’s only recently when I’ve reflected on my life that I realized this. Since I was a kid, it was something that I was always curious about. Then in highschool, I finally look a leap of faith and decided to try at singing and be more involved in music. That leap helped me understand myself more, gain confidence, and
Appreciate the insights and wisdom. Before we dig deeper and ask you about the skills that matter and more, maybe you can tell our readers about yourself?
Music has been a constant in my life. I’ve always known I wanted to work in music and support artists in any way I could. From singing in school to my time at Blue Note to attending countless concerts, I dreamed of creating a space where artists could shine and audiences could truly connect—but for a long time, I never took that step.
Then, everything changed. Right before the pandemic, I lost my dad. During the pandemic, I lost my job. Like so many others, I had to move back home and found myself overwhelmed by a mix of grief, uncertainty, and loss. In that time of deep confusion, the only thing that made sense was music. Whenever I felt lost, I’d put on music, and immediately, I felt understood. It became a way to process emotions that I didn’t have words for. That experience solidified what I had always known—music has the power to heal, to connect, and to transform, and I wanted to dedicate my life to making space for that.
That’s when I finally took the leap and created Willo Concert Series—a concert experience built around the idea that music is not just something we listen to, but something we feel deeply. I wanted to create a space where people could engage with music in a meaningful way—not just as spectators but as participants in the experience.
At our shows, the audience isn’t just watching a performance—they’re expressing how the music makes them feel through their own creativity. Whether it’s journaling, drawing, or reflecting, there’s a communal exchange between the artist and the audience. After each show, we share our thoughts, emotions, and creations with the artist—turning the concert into a truly interactive and intimate experience.
When I started, I had no idea what I was doing. I was reaching out to 100 artists a week, hoping someone would say yes. The first shows were small—mostly my friends on Zoom—but after the pandemic lifted, I decided to take a chance and bring Willo to live audiences. I was terrified no one would come. And at first, there were hiccups—because, like all great things, it takes time, experimentation, and a refusal to give up.
Then one night, everything clicked. The atmosphere, the music, the energy—it was exactly what I had envisioned. Now, over two years later, we host monthly shows in New York City, and the community has grown beyond anything I ever imagined. People have met some of their best friends at Willo. We’ve been fortunate to book some of the best musicians in NYC, and most importantly, we’ve built a space where music, connection, and healing come together.
We’re continuing to grow our community and bring these unique concert experiences to more people. Right now, we host monthly donation-based concerts in NYC (because accessibility is key to fostering a true community). But we’re also dreaming bigger—expanding to new cities and collaborating with like-minded people who want to bring Willo to their communities.
If you’re interested in experiencing a Willo show or even hosting one in your city, reach out to us on Instagram: @willoconcertseries. The music is always incredible, the people are welcoming, and you don’t want to miss it.
This series started from a deeply personal place, and it has become something truly special. Music helped me through one of the hardest times in my life, and now, I get to create a space where it can do the same for others. And that, to me, is the most beautiful thing of all.
Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?
When I first started, I had no industry connections and no idea how to book artists. I sent hundreds of emails, hoping someone would say yes. The first few shows were small—mostly friends showing up to support—but I kept going. There were moments when I wasn’t sure if this idea would work, and plenty of voices (including my own) telling me this was silly. Self-doubt is real, and you’ll definitely feel it, but that doesn’t mean you should stop. I learned to sit with those feelings, but not let them make my decisions for me. One thing that helped was leaning on my friends—people want to support you more than you think. Don’t be afraid to ask for help, whether it’s spreading the word, showing up, or just reminding you why you started in the first place.
Adaptability was just as important. Willo started as a Zoom concert series during the pandemic because that’s what was possible at the time. When in-person events became an option, I had to rework the entire experience. The first few live shows didn’t always go smoothly, but I learned to treat everything as an experiment rather than expecting perfection right away. Each show was a chance to test something new—whether it was the format, the venue, or the way we engaged with the audience. There were moments when things didn’t go as planned, but instead of seeing those as failures, I started to see them as steps toward something better. And then, one day, everything clicked. The energy, the music, the atmosphere—it was exactly what I had imagined from the start. That’s when I realized that all the trial and error, all the adjustments and uncertainty, were worth it. Your idea won’t be perfect right away, but if you keep experimenting and refining, it will eventually come to life the way you envisioned.
Most of all, I’ve learned that community is everything. What makes Willo special isn’t just the music—it’s the people who come together to experience it. Over time, I’ve seen real friendships form at these concerts, and that’s been the most rewarding part. I didn’t set out thinking, “I’m going to build a community,” but that’s exactly what happened when I focused on making it a space where people felt connected—not just to the music, but to each other.
I never had a perfect plan for this, and honestly, I still don’t. But looking back, the best thing I did was just start, even when I wasn’t sure how it would turn out. And funny enough, that was the best advice I ever got too—just start in any way you can, and figure it out as you go.
How can folks who want to work with you connect?
Absolutely! Willo Concert Series thrives on collaboration, and we’re always looking for like-minded people to partner with.
Right now, we’re especially looking to collaborate with musicians, venues, brands, and community organizers who align with our vision of creating intimate, meaningful live music experiences. Whether you’re an artist who wants to perform, a venue that would be a great fit for a Willo show, or a brand or organization that wants to connect with a creative, engaged audience, we’d love to hear from you.
Beyond just concerts, Willo is also a great opportunity for companies, communities, and organizations looking to connect through music—whether for team-building, community engagement, or a unique shared experience.
If you’re interested in collaborating, the best way to reach us is through Instagram (@willoconcertseries) or by emailing us at crystal@willoconcertseries.com. We’re excited to keep growing this community and finding new ways to bring people together through music!
Contact Info:
- Instagram: https://www.instagram.com/willoconcertseries/
- Linkedin: https://www.linkedin.com/in/crystaldesai
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