Meet Eric Sheinkop

We recently connected with Eric Sheinkop and have shared our conversation below.

Hi Eric, really happy you were able to join us today and we’re looking forward to sharing your story and insights with our readers. Let’s start with the heart of it all – purpose. How did you find your purpose?

I found my purpose in a way that’s actually simpler than people might think. It’s something that became clear through moments in my life, but in many ways, I knew it all along without realizing it. For me, finding my purpose comes down to recognizing what I do that brings an intense, almost physical energy—a joy that lights up my spirit. It’s not always about happiness; it’s about feeling a powerful energy, the kind that hits you like a few shots of espresso, no matter how tired you are.
My purpose, as I know it now, is to elevate artists by creating a platform for them to share their art and make a living from it. I first felt this at age seven, when I’d just started taking bass guitar lessons. One day, a friend of mine came over—he was older and had been playing bass longer. He picked up my bass guitar, started playing, and then began rapping, simple old-school lines like, “My name is Eric and I’m here to say I enjoy playing bass in a major way.” I’d never seen anyone rapping while playing an instrument before. It completely overtook me; I knew I had to record that experience, to capture it and share it with others.
So, I went to find my dad’s little tape recorder—this was before computers were common—and recorded my friend playing bass and rapping. In that moment, I felt a disproportionate amount of joy compared to the rest of my day, week, or even month. From that point on, I went much deeper into music. I was in bands, but more than playing, my passion was recording music to share it with more people. It wasn’t about sharing my music; it was about showcasing the talent of others.
By high school, I was attending an inner-city Chicago public school, where the talent I’d hear just walking through the hallways or in classes was unlike anything I’d experienced. I’d invite people over to my house, where I had a more advanced, computerized recording setup, and I’d record their music, producing tracks that we could share to highlight their talent. It was incredibly exciting for me to capture their talent and help more people notice and appreciate it.
Then in college, at the University of Wisconsin-Madison, I hosted a radio show aimed at helping listeners discover independent or underground music. Music wasn’t easy to discover back then—this was before Spotify, Apple Music, or iTunes—so radio DJs had the power to introduce audiences to new sounds, but they typically only played the most famous artists. I was driven to help people find other talent, unknown artists that I believed everyone should have a chance to hear. I DJed multiple shows weekly, and it was never about promoting big names; I felt a passion for supporting new and emerging artists.
After college, I focused on throwing concerts in Chicago, managing independent artists, and getting their music out there. At one of those concerts, the head of music at Leo Burnett approached me and asked if he could use one of the songs he’d heard that night in a McDonald’s or Kellogg’s commercial. That’s when I realized companies needed music for commercials, and they’d pay for it. And it didn’t matter if the artist was famous; they just needed the right sound. This was a massive opportunity for independent musicians—the kind I enjoyed working with—so I shifted to helping them get their music into national television commercials.
Before I knew it, I was placing music in commercials for brands like McDonald’s, Kellogg’s, Cheerios, Ford, Sony—ads that reached tens, even hundreds of millions of people. The joy I felt from doing this work, from placing unknown artists in these commercials, was immense. No matter the ups and downs, I kept going because I knew each placement had the potential to change an artist’s life. Eventually, I grew that management company into the largest of its kind for independent artists, supplying music to McDonald’s, Disney, HBO, Viacom, Coca-Cola, and more. I even sold part of the company to Coca-Cola. But nothing compared to the satisfaction of seeing an unknown artist’s work on TV, where it got them paid, earned them new fans, and opened new opportunities for them.

I sold that company and a new management company came in from the buyers and I eventually got pushed out and I was very lost, I was very depressed. And I went from doing something that I loved every day of my life for the past decade to sitting on my couch, sad and depressed, feeling like I had lost everything that I cared about and that I was working for.
It took me time to realize that it wasn’t money that made me feel successful; it was the joy of living my purpose. During that tough time, I met an astrologer who, after a few sessions, told me that my purpose was to build platforms for artists to share their art and earn a living from it. I was frustrated at first, because that’s what I had been doing and had lost. But then I realized that my purpose wasn’t just about music—it was about the passion, effort, and hard work people put into becoming artists.
It’s not easy to become a professional in any creative field, and I think about it like this: if a magician tries a bad trick, no one will encourage them to keep going, unlike a guitarist who’ll get cheered on as they improve. It’s a tough journey. So, at the Desire Company, we built a platform to celebrate those who’ve fought to be experts in their niche, whether they’re equestrians, EMTs, ballet dancers, or anything else. We partner these experts with brands so they can share why they use certain products and explain how to use them from a place of real experience.
Today, I know my purpose is to amplify the voices of those who’ve worked tirelessly to master their craft and put them on a platform where they’re seen, valued, and rewarded for their expertise. It’s not about followers or clout; it’s about hard work and true talent. I feel my very best when I’m helping others break through with their art, and that’s something I believe the world needs to celebrate more.

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?

I’m the CEO and Co-founder of The Desire Company, where we celebrate expertise in a way that’s rare these days. Our company is built on the belief that experience, hard work, and dedication are valuable and should be celebrated. At The Desire Company, we elevate experts who have spent years perfecting their craft, whether they’re Olympic Athletes, Optometrists and NASCAR drivers. We partner with brands to showcase these experts’ unique insights, allowing them to share why they use certain products and explain their value from a knowledgeable perspective.
For us, it’s not about influencer numbers; it’s about authentic expertise. People don’t need a million followers to have credibility—they need experience and a commitment to their craft. With The Desire Company, I’ve created a platform where we place experts, the people usually behind the scenes, at the forefront. We’re proud to give them a voice and let them share their hard-earned knowledge.

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?

Looking back, three qualities have been essential in my journey: a relentless pursuit of passion, resilience in the face of setbacks, and a commitment to supporting others’ talents. First, passion drives you to go the extra mile and helps you feel joy in what you’re doing. Whether it’s placing music in commercials or helping experts share their stories, passion is key to enduring the ups and downs.
Second, resilience has been critical. There were times when I faced setbacks, like when I was pushed out of my own company after selling it. I felt lost, but it was resilience that helped me keep going, rediscovering my purpose.
Finally, a genuine desire to support others has been essential. My work isn’t just about my own success; it’s about helping others succeed. For anyone early in their journey, my advice is to find what energizes you, stay committed despite obstacles, and always seek to elevate those around you.

Okay, so before we go we always love to ask if you are looking for folks to partner or collaborate with?

Yes, absolutely. At The Desire Company, we’re always looking to collaborate with experts who have dedicated themselves to a specific craft and want to showcase true skill. We look for people who have poured years into their passion and are ready to help others by sharing their unique knowledge. If you’re an expert who has spent time and energy to reach the top of your field, we’d love to connect.
We also partner with brands that value real expertise over social media fame and understand the difference it makes. If you’re a brand that wants to showcase real knowledge, The Desire Company can help you reach people in a meaningful way. If this resonates, reach out to us through our website or social media channels. We’re building a community that values dedication, experience, and authenticity, and we’d love to have you be a part of it.

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