Theresa Perez: What if more artists and multidisciplinary minds were leaders?

In this episode of Impact Stories, Ronny Eriksson engages in a thoughtful conversation with Theresa Perez, the managing director of Atmos – a platform and biannual magazine leading the way in climate and culture. With over 15 years of experience, Perez shares her journey, from touring with a Grammy-winning band to leading innovative tech agencies, ultimately finding her calling at Atmos.

Perez discusses the delicate balance between creativity and commerce, offering insights on how artists can navigate the business world while remaining true to their craft. She passionately emphasizes Atmos's mission to reconnect humanity with nature through storytelling, visual art, and community events, aiming to foster a deeper sense of responsibility toward the planet.

The episode also explores the realities of building an impact-driven media organization, addressing challenges such as sustainable funding and the evolving landscape of social media. Perez's perspective provides an inspiring and grounded look at how creativity, when paired with purpose, can become a powerful force for positive change.

Transcript

Ronny Eriksson: Theresa Perez, you’re the managing director of Atmos, a pioneering platform and biannual magazine dedicated to climate and culture. With over 15 years of experience as a strategic and operational leader, you've played a pivotal role in launching and scaling both nonprofit and for-profit organizations committed to creating a better world. Your extensive background spans music and media, social justice, and organizational leadership. After touring the world with a Grammy-winning band, you transitioned to the role of general manager for two acclaimed creative tech agencies in New York City. Before this, you launched your own consulting business where you successfully collaborated with founders to raise over a million dollars. Your extensive experience spans working with diverse individuals and organizations, focusing on how their innovations can shape a better future for the world. Impressive background. Welcome.

Theresa Perez: Thank you.

Ronny Eriksson: So, I’m just looking at all of these different things here. There are a lot of similarities with maybe a career I dream to walk. I've gone a bit of a different way, but there are also some things I have done. So, I think we will have a really interesting conversation coming up.

Theresa Perez: 100%.

Ronny Eriksson: Each of these episodes starts with a big "what if" question. We like throwing our guests into the deep end because that helps us understand which parts of your background and thinking relate to the things you do. So, I’ll start with that and then we’ll get the conversation going.

What if more artists and people with multidisciplinary backgrounds like yourself started leading more businesses?

Theresa Perez: Yeah, it's a great question. I have two answers that come up for me. On the one hand—and it’s not a binary—I think artists and people rooted in creative thinking and processes have so much to contribute to not just the business world but to the mental model of business. At least in my experience as an artist, the ultimate purpose for creating isn’t to make money; it’s to create something beautiful, to touch someone’s life, to share with others.

I think that when we create businesses and organizations whose purpose is truly to benefit the planet and people, not only is it fulfilling, but whatever is created becomes the most beautiful work it can be. It contributes to society and does something beneficial. Having the mindset of using creativity and passion to contribute something beautiful and framing that within the world of business is fantastic. And yes, we should have more of it.

At the same time, I was thinking about this and wanted to add that I also think I've had the privilege of knowing incredible artists, and I don't think every artist should necessarily be a businessperson. I think it's really important to give artists time to be artists and not expect them to run businesses. Unless we change the model of business and how it functions, running a business uses, at least in my experience, quite a different frame of mind from solely focusing on creating something beautiful for its own sake or to touch someone.

And I guess the link here is that I think that approach is extremely beneficial in the business world. But I also think it's important to leave space in society where people can create without having to think about the end result, which is often results-oriented in business.

Ronny Eriksson: That makes a lot of sense. I think you’re touching upon a really important topic. While I agree that not all artists should be running businesses, the reality in this impact segment is that many people fail to create impact because they can’t monetize their work. So, to some extent, you can go into the creative process, but at some point, you need to pay bills, get food on the table, and maybe create some security for the future. I see many amazing, talented artists who fail in this and end up working in jobs they hate, which kills their creative inspiration. The world then loses that creative talent.

Do you have any thoughts or ideas on how we could solve this problem? Should artists have business teams around them? Should we think of artists more as products with teams supporting and managing them, or is that the wrong approach?

Theresa Perez: It’s tricky. This has been a long-standing conversation with friends and artists over the years: is art a commodity? Is it something that you buy and sell? What is its purpose? I don’t want to give a vague answer, but it’s different for different people. There isn't one kind of artist or art. I say this because my own relationship with art is different from others I know.

Most of the professional musicians I know are entrepreneurial to some degree. They’ve figured out how to monetize what they do with integrity. It’s not a bad thing; it's just the reality of making it sustainable financially. With social media and the democratization of art, there’s now more opportunity for artists to be entrepreneurial. Some have the skill set, whether inherent, learned, or from family exposure. But not all artists have these skills, and it doesn’t make their art better or worse.

Some may not want to enter the business world, and that's okay. It’s a tricky question because there isn't a one-size-fits-all answer. Some artists might thrive in environments like spiritual retreats or residencies where they can focus on art without financial pressure. I think these environments are fantastic and should be supported.

However, we also need to provide opportunities for artists to learn basic skills to make a living because we live in a society where money is necessary. Until or unless that changes, it's important.

I used to view money negatively, as if pursuing it was selfish. But I eventually realized that money itself is neutral—it’s how we treat it that matters. When I started seeing money as a conduit and treating it with respect, I experienced more abundance in my life, both financially and in other ways.

Ronny Eriksson: That’s well-structured, and I like your perspective. Money is indeed a social construct, but it’s about how you leverage it for what truly matters. That’s where the freedom to pursue your passions comes in. It's about your relationship with it.

Does this connect to why you work at Atmos? How does your work there align with your philosophy?

Theresa Perez: It very much does. I reached a point in my career where I had done amazing things, worked with incredible people, and saw great projects come to fruition. But after having my daughter, I started thinking about the next 10 years. I wanted to use my skills, time, and energy to benefit my communities and the planet, while still considering financial responsibilities like supporting my family. But earning more and more money wasn't fulfilling for me.

I wanted to do something impactful for the planet. When I learned about the opportunity at Atmos, I realized it aligned perfectly with my goals. Atmos’s mission is to reenchant people with nature, and I believe it’s profound. By helping people fall in love with nature, we encourage them to protect it. We do this through storytelling—written, visual, and sometimes musical. We recently published a book called The Overview, with music composed for its chapters. It’s all about connecting people with nature through art.

Ronny Eriksson: That’s fantastic. At New Nordic Way, we’ve always focused on three words: inspire, elevate, and unite. Atmos clearly inspires people and elevates artists and musicians by supporting their work. When people read stories and feel connected to nature, it unites them on a deeper level.

What do you think is the biggest challenge for companies like yours in getting people to engage with the content?

Theresa Perez: Our biggest challenge is the funding model. We’re a nonprofit media organization, and typically, media relies on advertising. But that model is declining. Fortunately, we don’t rely on advertising dollars, but many media organizations do. So, if someone wants to start a media organization, they need to think carefully about funding, whether it's through advertising, agency work, or a nonprofit route like fundraising.

The second challenge is audience engagement. Our intersection is climate and culture, and I think young people are hungry for this content. Last year, our readership grew by 50%. Social media is critical in reaching young audiences, and having a team that understands the different platforms is essential.

We also connect with communities through events. We recently hosted an event with panels on queer ecology, indigenous leadership, and oceans. It was amazing to see people come together and connect across different topics.

Ronny Eriksson: It sounds like you have a clear strategy. Social media and community events are vital. I think collaboration between organizations like Atmos and other established ones can have a huge impact.

Unfortunately, we’re running out of time, but I’ve learned so much. Could you share a quick insight on what’s next for you and Atmos?

Theresa Perez: It’s a critical moment, and we all have a responsibility to contribute to the best possible outcome for ourselves, our communities, and the planet. It starts with small actions and wishes to help. For me, it was the broad wish to help the planet, which led me to Atmos. So, even a small step can lead to significant change.

Ronny Eriksson: That’s insightful. It really is about each of us realizing that we can make a difference. If enough people take action, big things start to happen. It’s been a fantastic episode. I’m excited to explore more with you in the future. Have a great time at Catapult Future Fest, and enjoy the evening festivities!

Theresa Perez: Thank you so much, Ronny. It’s been a pleasure.

Ronny Eriksson: Thank you.