From Artist to Event Boss: Scaling Impact, Creativity and Confidence

From classical violin gigs in Des Moines to scaling a multimillion-dollar event production empire, Natasha Miller's career journey is anything but ordinary. In this episode, the founder and CEO of Entire Productions joins Smart Meetings Vice President and Content Director JT Long to talk about her path from musician to entrepreneur, the power of self-education, how to claim a seat at the table, and how planners can use AI to amplify their value, not replace it.

Get ready to rethink what it means to be a master.

Transcript

[Intro]

JT Long
Welcome to the What One Thing? podcast, where we ask successful people what made the biggest difference in their lives and careers. I’m thrilled to welcome dear friend and Smart Women in Meetings winner, Natasha Miller.

Natasha Miller
Hi JT, hi everyone.

JL
Natasha is the founder and CEO of Entire Productions, based in San Francisco but also working in LA and New York. She’s just released her second book, Corporate Event Mastery. A true Renaissance woman—she began as a jazz artist, her company has landed on the Inc. 5000 list four times, and she’s been recognized by Entrepreneur as one of its Top 360 companies. She's also a dedicated philanthropist. Welcome, Natasha.

NM
Thank you so much.

JL
Let’s talk about your evolution from artist to entrepreneur. Was there an “aha” moment?

NM
There really wasn’t. I started with classical violin at 15, got paid for the first time at the governor’s inauguration in Des Moines. In high school and college, I started string quartets and hired my professors and symphony players for gigs—without realizing I was starting a business. Back then, “entrepreneur” meant you were unemployed. Now I wear it like a badge.

By 2000, I realized I needed a business license, insurance, taxes—the works. We began offering talent across genres and later added full event production. It was all bootstrapped. I didn’t know I could ask for money, and I didn’t need to because it was word of mouth. The first real scaling moment was when I invested profits in magazine ads. It was like turning on a firehose.

JL:
You get so much done. How?

NM
My daughter’s grown and working for the company. I don’t have a partner or the responsibilities many do. I love what I do. It’s a passion and a career—and yeah, I work a lot. When I burn out, I rest. I also don’t like vacations. Give me a free luxury trip and I’d still rather stay home. I'm a homebody and introvert at heart.

JL
You’ve written two books. Why?

NM
The first is my personal story—tragic but with a great ending. The second is Corporate Event Mastery, focused on internal event producers and planners. There’s often a disconnect between them and leadership. The C-suite may have a vision, but by the time it gets to the planner, it's watered down. That miscommunication leads to stress—and lack of respect.

JL
Why is there such a disconnect?

NM
Calling a corporate planner a “party planner” is the ultimate insult. That lack of respect stems from not understanding their value—or them not articulating it. Planners need to speak in ROI and KPI terms. Ask to be in the meetings where strategy is set. Don’t wait to be invited—insert yourself. Once you understand the goals, you can build a dashboard and show impact post-event. No one’s calling you a “party planner” after that.

JL
Your book has “mastery” in the title. What does that mean to you?

NM
It’s about experience, passion, and knowing things will go wrong—and being ready. One of the biggest challenges planners face isn’t chaos, it’s lack of support. Two people managing 150 events a year? That’s unsustainable.

At Entire Productions, we set boundaries early. No changes two weeks before the event—even if you get a new sponsor or your CEO wants to switch slides. That lets us tie everything up and handle unexpected issues gracefully. Clients actually appreciate the clarity. The biggest wins have come from internal events with larger budgets—those teams understand the value of planning.

JL
Let’s talk about AI. What should planners be doing with it?

NM
AI should handle 80% of tasks—emails, logistics, itineraries—freeing planners to focus on the 20% that require instinct, creativity, strategy. I use AI constantly. But even I sometimes catch myself doing something I could’ve delegated to AI. Imagine how much time most people are still wasting.

I attended an MIT program with other entrepreneurs. I ended up mentoring them on AI—some had 60,000 employees and still weren’t using it effectively. I gave my team a prompt: “List your five core responsibilities. Then ask AI how it can help.” The results were mind-blowing.

JL
So what happens to events in an AI-dominated future?

NM
AI will make in-person events even more essential. If we can’t trust what’s online, we’ll need face-to-face connection to confirm what’s real. COVID showed us the value of gathering. AI will be the second wave.

But it will be hard on vendors who don’t adapt. Just like COVID was a reckoning, AI will be theirs. Learn to use it—or risk becoming obsolete.

JL
And now, the big question: What’s the one thing that made the biggest difference?

NM
In 2015, I joined the Goldman Sachs 10,000 Small Businesses Program. I didn’t think I needed formal business education—I was running a “lifestyle business.” But that program transformed everything. Now we’re a real company, not just a side hustle. For planners: even if you’re not a business owner, educate yourself. You’re the CEO of your own life.

JL
That’s a powerful takeaway—and perfect timing. We’re launching the Event Boss Institute August 15 in San Francisco. It’s a one-day boot camp to help planners build real business foundations—with accountants, lawyers, and development experts.

NM
I’m in. I’m going to be part of that, no doubt.

JL
Thank you for being here, Natasha. And for all the truth bombs you dropped today. Where can people find your book?

NM
It’s on Amazon—paperback, hardcover, ebook, and Audible. I didn’t narrate this one—I chose an AI voice. I even considered a sexy British male one!

JL
Love it. No judgment—whatever format works. And I love that you included downloadable templates through the book. That’s such a gift.

NM
They're free forever—no lead magnet, no hidden fees. Just tools we actually use ourselves.

JL
Amazing. Thanks again, Natasha. And to our listeners—go be masterful.