Meet THR333

We caught up with the brilliant and insightful THR333 a few weeks ago and have shared our conversation below.

THR333 , thrilled to have you on the platform as I think our readers can really benefit from your insights and experiences. In particular, we’d love to hear about how you think about burnout, avoiding or overcoming burnout, etc.

There’s no truly overcoming or completely avoiding burnout, it’s one of those realities in life that can only be managed situationally. As a band, we’ve come very close to that edge many times. What has helped us avoid fully reaching that point over the years is learning how to manage both our progress and our mindset.
By “managing our progress,” we mean that we took a different, more unorthodox approach to building a band and organizing a movement. THR333 has always been a gradual mission rooted in musicianship and the creation of a sonic universe, one that serves as a safe, creative space for positive growth of the mind and self through music and art, with future generations in mind. This vision began over a decade ago, dating back to the late 2010s.
Our progression has moved step by step, with each stage intentionally connected to the next. We’ve focused on staying consistent, diving deep into each lesson, and absorbing as much knowledge as possible year after year. This process has allowed us to evolve personally, apply what we’ve learned, and eventually pass those experiences on to the next generation of musicians and artists, so they don’t have to repeat the same mistakes we may have made along the way.
By building in intentional pauses and space within our timeline, we’ve been able to better manage our energy, maintain balance, and prevent burnout from taking over.

Thanks for sharing that. So, before we get any further into our conversation, can you tell our readers a bit about yourself and what you’re working on?

The vision “333” began over a decade ago, dating back to the late 2010s. What started out as an unnamed band of three classmates has gradually has grown to become the sonic universe that THR333 is today.
In 2011, three middle school kids (Matthew, Ricky, and Brendan) who shared the same rock band class decided to start a band to play and cover their favorite 2000s punk songs.
In 2012, the year that followed, the band gained a new member (Spencer). Switching back and forth between instruments, the group began playing school showcases and block parties around South Minneapolis. Around that time, Matthew wrote not only his first official song, but what would go on to be the band’s first and staple track. It became a local “hit” throughout their middle school and some neighboring ones across the south side. That song is what we know today as “BURRRNETTE,” originally spelled “Burnette.”
By 2013, the band was becoming a local name through word of mouth, all while still not having an official name. As the year went on, they lost one of their former members. In an attempt to keep the band going, Spencer—who at the time was also in another band with his neighborhood friends—decided to join the two groups, creating an official lineup of six (Matthew, Ricky, Spencer, Owen, and Sam). Shortly after, half the group returned from summer camp with an idea for the group’s name. Three members were assigned the same cabin at camp, and after a great summer of memories, they decided to officially name the band after that same cabin: “Cabin 10.”
With an official name and lineup, they were ready to take on 2014 with momentum and consistency, all while still being in middle school. Throughout the year, they performed at school showcases, local battle of the bands, and venues across the local scene.
In 2015, they started touring throughout the state, playing county fairs and town festivals, as well as local bars with daytime shows. They also began writing their first self-titled EP, Cabin 10, and their debut album, Chapter 1. Around this time, they started making their first merchandise, including shirts and stickers.
By 2016, they were moving around more, doing bigger shows and trying out new experiences. In the winter of 2016, they auditioned online for America’s Got Talent. In January, they drove to Kansas City, MO, to audition in person. Since none of the members could drive yet, Ricky’s dad (Rick Kruse) drove them. They made it to the first round of auditions but unfortunately did not make it onto the aired show. For the rest of the year, they continued playing locally and regionally while learning how to balance high school. Once school ended that year, they began working on their first self-titled EP, Cabin 10, later officially releasing their first project in September of 2016. This marked the beginning of recording at Minnehaha Recording Company in South Minneapolis. Some songs that didn’t make the album at the time—but later became staples in the newly formed band’s catalog—were “SOF333A” and “I Won’t Be Home for Christmas.”
During 2017, they continued gigging throughout the year. That summer, they were inducted into and performed at the Iowa Rock ’n’ Roll Music Association Hall of Fame. That same year, they finalized their debut album, Chapter 1, at Minnehaha Recording Company.
By 2018, things began to wind down as each member was at a different stage of life—some starting high school, some in the middle, and others preparing for college. The band took a break, and everyone began their own path and journey. Matthew, one of the founding members, continued going all-in with music but also stepped away from the band as a whole. He was determined to find a new lane to continue music, keep the band alive, and adapt to the underground alternative hip-hop scene. Matthew had adopted the name “Lil Crush” back in 2016 but it wasn’t until 2018 that he dove deep into Minnesota’s underground hip-hop/rap scene. Performing weekly in the heart of Minneapolis, writing new music, and honing his sound, he began consistently releasing music under his new name.
After recording and releasing his debut album World’s Got a Lil Crush, along with three other EPs, he reunited with the group’s first former lead guitarist, Ricky Kruse. They performed together during Grammy weekend in LA, with Matthew rapping as Lil Crush and Ricky playing lead guitar. Shortly after, Matthew was signed to WEON Records in 2019 in Minnesota. The label flew him to Cleveland, Ohio, to meet Ryan Mactaggart and attend “MGK Day,” where he met MGK (Machine Gun Kelly). This experience gave him a new perspective on what it takes to build a career at that level and how music can positively influence a state and spread worldwide. Soon after, he traveled to LA with his manager MN Fats to meet influential figures in Minnesota’s music scene, including DJ Sidereal and DJ Skee, who gave him a tour of Dash Radio. Toward the end of the trip, they ran into Yungblud at The Rainbow Bar & Grill on the Sunset Strip. Returning home to Minnesota, Matthew knew everything was possible and that there was still hope to keep the band alive while building his own name in the industry.
Throughout 2019, before COVID-19 hit, Matthew focused on recording his industry debut album Crushendo at Minnesota’s River Rock Studios. During this time, he picked up instruments again and rerecorded a new version of the band’s first song, “Burnette.” This became the second official recording of the song. He also recorded “Crush Sota, Anthem” as a strategic move in hopes of sparking a collaboration with the brand Crush Soda.
In 2020, Matthew wrote hip-hop songs that would later be remade with the newly formed band in 2025, including “Devilish Angel,” “Wrong,” “Missed Calls,” and “Twisted.” This year marked the beginning of a collaboration with Sunny Sota label member, resulting in a Lil Wayne The Carter-inspired mixtape series titled Baby Goat, with the first official release being Baby Goat 2. The mixtape was featured on Gary Vee & Mike Boyd Jr.’s popular “Monday to Monday” streaming playlist throughout the entire year. This was also the year Planet Crush, Lil Crush’s independent label and brand, was founded. It would later distribute the newly formed band’s catalog from 2024 to the present day. Foreshadowing the future, this was also when Matthew met and recorded with former label mate and future band member Maxwell Fink, son of Dr. Fink of Prince’s band, The Revolution.
From 2021 through 2023, Matthew continued writing hip-hop songs later remade in 2025, including “Stupid Cupid,” “LUV,” “Demon Pools,” “Lose Yourself,” “Lies,” “missn’ you,” “Turkey,” “omw,” “5enses,” “X (Times),” “Cinderella,” and “KMTTP (Kiss Me Thru The Phone).” During this time, he also built connections with 2000s punk legends, starting with Bowling for Soup’s lead singer Jaret Reddick. The relationship began when Matthew brought the band coffee and breakfast to their tour bus parked outside his St. Paul home before their First Avenue show. A key moment came when bassist Rob Felicetti commented that Matthew’s voice reminded him of Kurt Cobain. This later inspired lyrics in THR333’s 2025 release “Juillliard”: “She wants a Benson Boone, but I’m more like Kurt Cobain.” This also became a tribute to Bowling for Soup’s High School Never Ends, which THR333 later used as the title of their debut album.
During this period, Matthew traveled between Minnesota and LA, where he met and observed the recording process of Huntington Beach rock trio Emblem3. This experience was especially meaningful, as his original band once covered their songs, reaffirming that he was on the right path.
In 2023, things accelerated. Matthew reconnected with Minnesota producer BRIZO (Samantha Olson). Their first project together, “BURRRBON,” blended country, hip-hop, and pop and received coverage from Minnesota news outlet KARE 11. This was followed by the announcement of Lil Crush’s First Avenue show, where Samantha made her debut performing background vocals. Later that year, they released “Blurrr” and “I Hate Partying Alone”, produced by BRIZO, written by Matthew Beachy and Jason Brown, which also featured EnzyRose. A live version of the song would later be remade with the newly formed band in 2026. During this time, Matthew and Sami revived the decade-old theme of “333,” redefining it as: “Purge your thoughts of any negativity and replace them with pure love.”
In 2024, Matthew leaned into his Colombian roots as the duo worked on a 15-song Latin album titled TRIP333, paired with a 12-song acoustic version titled MATTH333W. Shortly after, former lead guitarist Jalen Washington connected with Matthew through social media, and the two decided to start playing together. What began as cover songs gained attention from punk legends The Offspring, prompting them to form a full-time band. With Matthew, Sami, and Jalen onboard, they decided to move forward, with the old mission and roots but with a new face and name. Since “333” was too broad to copyright, they added “THR” (The Hardship Reveal) at the beginning and their state initials at the end, creating THR333 (short for THR333MN).
Matthew and Jalen shared instrumental duties while Sami took charge of photography, videography, and production. After several cover videos, Matthew reconnected with Maxwell Fink, who joined the band. With Max’s expertise in keyboards, production, and engineering, he and Sami refined the band’s sound. Jalen introduced Marcella Kile, a violinist and orchestral composer, and later his cousin Studio The Man, who started filming a few of their videos, including their first single “Stupid Cupid.” Marcella then introduced Jojo Naya, who became THR333’s official drummer.
With all six members together, it mirrored the band’s 2013 origins. While preparing their debut album, Matthew revisited songs written between 2013 and 2022. Jalen rerecorded guitars over the old and new vocals adding new solos helping shape the modern sound. Tracking and the initial mix would usually start off at Planet Crush Studios, while final mixes were completed at Max’s studio. The band reintroduced tracks like “I Know a Girl,” “High School Never Ends,” “Melody,” “Stupid Cupid,” “Crush Sota, Anthem,” “I Won’t Be Home for Christmas,” “SOF333A,” and “BURRRNETTE,” combining past themes with new energy. They also released new tracks like “iCarly” and “My Hero,” which would end up being their heavy hitters with My Hero surpassing one million views on Youtube.
On January 18, 2025, THR333 released their debut album High School Never Ends. Throughout the year, members pursued solo projects some being albums, some singles, even some being collaboration projects. In May, Sami and Matthew began working on a 29-song bilingual album titled Reel Music, filled with piano ballads and acoustic renditions of old and new songs even including live rock renditions featuring THR333, set for release in January 2026. After refining their sound and brand, the band made their live debut at Underground Music Cafe in Minneapolis. With no bassist, Sami stepped in and learned the entire 40-minute set in two weeks with no prior knowledge of playing an instrument. They debuted a new song at the show that they wrote the night before, later released as “Juillliard.” This would be their first show in which they managed to sell over their ticket requirements and introduced their now-signature free instrument raffle giveaway.
That night, they met their “Twin Band,” Calavrosa, from St. Paul. “Twin Band” meaning the two bands are from and based in the Twin Cities, one being from Minneapolis and the other from St. Paul.
In September 2025, Jojo was accepted into Berklee College of Music set to start attending January 2026, prompting the band to focus on content creation. They joined a new app that structured around live masterclasses and feedback by music industry leaders, called mentee founded by Mike Holland. Another full circle moment happened shortly after, when their song “BURRRNETTE” made the Monday to Monday playlist. They continued to focus on creating new content for socials, and through that process they got booked for their second show at Heavy Rotation Brewery. Accompanied by Calavrosa they were able to double attendance from their previous show and featured new merchandise collaborations with Calavrosa. Another limited edition collaboration they had during their second show was with “Build Your Own Beanie” under parent company (LYM) Love Your Melon. With each beanie that was purchased at the show another one was given to a child battling cancer or other life-threatening illnesses. They did one last collaboration for the year with the (BIR) Brainerd International Raceway for their “5enses” featured music video.
By the end of 2025, they released part two of “Juilliard,”, prepared their first 2026 single “Runaway,” and announced a January 13, 2026 show at the Green Room in Minneapolis. Focused on inclusion and community, THR333 continues to grow not just as a band, but as a brand.

If you had to pick three qualities that are most important to develop, which three would you say matter most?

Patience, discipline, and empathy are essential when building a new team. Patience is crucial because everyone is still learning about one another and about the fundamentals of running a band as a business. Progress can feel slow at times, and there is often a lot of waiting, but with time, things begin to fall into place.
Discipline is developed by holding each other accountable and showing up even when the motivation isn’t there. Doing the work consistently helps create structure and long term growth. Empathy allows us to better understand how others think and feel, opening us up to new perspectives. This ability to see situations through a different lens is key when it comes to planning, problem solving, and becoming better partners and teammates.
If you are early in your journey, the best advice we can give is to intentionally develop these three qualities. Patience, discipline, and empathy, as they form a strong foundation for success. Lastly, try to deepen your knowledge in your strengths while also learning the areas where you may currently rely on outsourcing. By understanding these processes firsthand, you gain confidence and clarity, and eventually the ability to teach someone else in order to be able to rely on in-house solutions.
This approach helps you grow more broadly, increase productivity, reduce spending, and ultimately gain more financial freedom to reinvest in your craft or mission.

Okay, so before we go, is there anyone you’d like to shoutout for the role they’ve played in helping you develop the essential skills or overcome challenges along the way?

In a nutshell, each other. We’ve been able to overcome challenges, sharpen and develop essential skills, and use our individual strengths and experiences to build a solid path forward. While respecting that personal success and the group’s success can look different and come with their own needs, responsibilities, and obstacles.
Through past relationships, everyday life, and both career struggles and successes, each current and former member brings a unique perspective shaped by where they are in life. Those differences allow us to learn from a wide range of experiences, trust one another’s guidance, and lead with empathy when making decisions and solving problems.

Contact Info:

• Website: https://www.thr333mn.com
• Instagram: https://www.instagram.com/thr333mn
• Linkedin: https://www.linkedin.com/company/thr333mn
• Youtube: https://www.youtube.com/@THR333MN
• Soundcloud: https://soundcloud.com/thr333mn-333
• Other: https://www.tiktok.com/@thr333mn

Image Credits

THR333MN