The Pennock Knockdown EP 25 | How Jessica Sikora & Superbands Are Using Music & Authentic Storytelling to Transform Youth Mental Wellness
Watch or Listen to Episode 25 of The Pennock Knockdown.
On Apple, Spotify and YouTube.
Welcome to another inspiring episode of The Pennock Knockdown podcast, where we delve into key strategies and tactics for digital marketing leaders. Today, we're thrilled to share insights from Jessica Sikora, founder of Superbands, a non-profit transforming music fandom into a powerful force for youth mental wellness.
Jessica's journey began with her own experience finding solace in lyrics when words failed her. This deep personal connection became the foundation for Superbands, a platform that uses storytelling, fan culture, and creative tools to help young people feel seen, supported, and less alone. Her work is rooted in the belief that fandom isn't just about loving music; it's about finding belonging, connection, and healing.
From Personal Fandom to Powerful Non-Profit
Jessica's path to founding Superbands wasn't a planned one. After college, living back home, she reconnected with her own teenage obsession with music and observed her younger sister's similar intense fandom. She realized the profound impact music had on her life as a teenager, and the lack of a structured community to help young fans connect beyond concerts or online forums.
"I didn't feel like there was really a community to turn to as someone who was obsessed with music," Jessica explains. With zero business experience, she dove into learning how to start a non-profit, admitting to "a lot of wrong turns along the way." Superbands has since evolved, focusing on proactive mental wellness support rather than crisis response, providing outlets for young people to share their stories, empower one another, and connect in a safe space. This new trajectory, "looking at things through the fans lens," has made the most impact.
The User Experience: Sharing and Connecting
Superbands encourages active participation. Users jump in, create profiles, and share their stories, lyrics, and affirmations. The power of social proof plays a significant role, as seeing others comment and post empowers new users to engage. The screen offers a safe space for vulnerability, allowing teens to share from the comfort of their own environment.
Shaping Stories into Marketing Strategies
Jessica's marketing approach is deeply personal. She realized her own vulnerability was her superpower. Sharing her story of struggling with depression and suicidal ideations as a teenager became the catalyst for the organization's evolution. "Me sharing my story had to be that catalyst for the rest of the organization to kind of evolve," she states. By openly discussing her lived experience, she empowers others and bridges the gap between what schools and parents offer, meeting teenagers where they are – online, speaking their language through music.
Navigating such sensitive topics while maintaining personal well-being is a constant challenge. Jessica emphasizes the importance of self-care, stepping away from the screen, and relying on an incredible board of directors, advisors, and mentors. Aligning with mental health professionals also ensures sensitive topics are handled responsibly, allowing them to focus on positive stories and proactive help.
Every Product Has a Story (and Why it Matters)
Jessica unequivocally believes every product can and should have a story. "I think that's the heart of being able to sell something... I think a story is critical." In an oversaturated market, authenticity cuts through the noise. Early in Superbands' journey, feedback often questioned why anyone would engage with an unknown entity. However, partners later revealed they took a chance because they liked her story.
She advocates for stripping back buzzwords and flashy graphics in favor of emotional connection. "If you don't have a story at the end of the day, people aren't compelled to give you a chance. And if you can resonate with someone emotionally and really connect with them on that human level, anything is marketable."
Balancing personal story with brand identity is a challenge, especially when the founder's journey is the origin. Jessica has focused on developing her personal brand (founder, non-profit leader, mental health advocate, mom, storyteller) while maintaining Superbands' North Star. Having trusted advisors and board members helps keep the brand aligned to its true path.
Brands Mastering Storytelling
Jessica highlights a few brands that excel at storytelling:
Ben & Jerry's: Beyond a great product, their strong activism for social causes, and their unapologetic stance on sensitive topics build an incredibly loyal fanbase.
Dove (Real Beauty Campaign): This campaign was revolutionary, challenging beauty standards by showcasing unedited, unfiltered images of diverse women, inspiring an entire industry shift.
Duolingo: Playful, silly, and character-driven, Duolingo excels at tapping into trends quickly and marketing themselves effortlessly while being authentic.
Campaigns & Learnings: Successes and Setbacks
Superbands' recent "Loud and Clear" Mental Health Awareness Month campaign was a resounding success. Partnering with a record label, they featured artists open about mental health, encouraging fans to share their stories and lyrics that helped them through tough times. This co-creation approach, amplified by artists' fanbases, fostered emotional bonds and empowered participation, leading to incredible organic reach and engagement.
Early campaigns, however, saw "zero submissions for stories" or "one lyric" from a friend. Jessica emphasizes the importance of testing on a smaller scale, learning what resonates, and building from there. Not being afraid to be vulnerable and collaborating with amplifying partners have been key to their current impact.
What Customers Seek from Brands
According to Jessica, customers and viewers are looking for:
Authenticity: People can easily discern what's fake. They seek real people and real stories for meaningful connections.
Taking a Stand: Brands that champion causes they care about and show up for their communities are celebrated (like Oatly's stance against the dairy industry).
Less Perfection, More Emotion: Don't obsess over polish and risk missing the moment. Be fast to act, on-trend, and prioritize emotional connection over perfection. People want to feel something and be part of something.
Advice for Her Younger Self: Your Story is Your Superpower
If starting Superbands all over again, Jessica would offer this advice:
Your Story is Your Superpower: Don't be afraid to be vulnerable and share your authentic self. This was the biggest thing holding her back.
Don't Wait to Feel Ready: "You never feel ready... just jump in, you'll learn as you go. You'll make mistakes, but that's okay."
Don't Be a People Pleaser: Focus on being authentic and unapologetically yourself. The right people will gravitate towards you.
Don't Give Up: Even when it's hard, "you might be so close to this breakthrough and not even know it." Keep going.
Jessica's journey with Superbands is a powerful testament to the impact of authenticity, connection, and the unwavering belief in one's mission.
To follow Superbands' journey and their impactful work, find them on LinkedIn and Instagram. You can also connect with Jessica Sikora on LinkedIn.