- The Baker Says
High Time: #TheTimeToDoIsNow
From The Desk Of Carl Hitchborn, Cabo San Lucas, Mexico.
Re: An Invitation to Change the World and ‘Escape The Machine’
If, like me, you're tired of the status quo, yearning for a better world, and believe in the power of self-development and change, then I truly believe that what you read in this letter will not only provide you with a compelling solution to making this a reality, but also inspire you to want to be a part of the movement itself.
As I write this letter, I stand on the brink of a new phase of action.
A destination I've been journeying towards for nearly fourteen years, and more intensely over the past four and a half years, is now within reach.
I've dedicated this time to meticulously understanding how to bring this vision—and crucially, the mission that fuels it—to life, while staying true to its core ideology at every turn.
With a clear understanding of how to engineer and create the vehicle to travel to this destination, combined with full clarity on how to get there, I'm fully ready to embrace my calling.
I’ve written these words as a means to invite you to join me on this journey.
Because it's not about me, it's about all of us.
It's about breaking free from the constraints of the system and daring to dream of a better future.
It’s about ‘Escaping The Machine’.
Commencing right now!
Before I outline my vision and mission, here is a very brief overview of my journey to now.
A journey that, in many ways, mirrors the struggle we all face in our quest for self-improvement and change.
In September 2008, I decided that I would never be able to achieve the things I wanted to achieve nor make the impact in the world I wanted to make, by being a part of my family bakery business and so I embarked on a journey to find a pathway to make a positive impact in the world.
With some consideration, I decided that the music business would be the place where I could do this.
I didn't know anything about the music business, but my logic was simple: music is arguably one of the most powerful form of communication on earth and so if I could make a positive wave in the music business, I could make a positive impact in the world itself.
On commencing the journey, I didn't like what I saw; quite frankly the music business was a dark, unethical and unfair place.
It was a machine that chewed up and spat out artists, stifling creativity and prioritizing profit over people.
I knew that I didn’t want to operate in this way and that it was time to find a way to help artists to ‘Escape The Machine’.
I invested several years into understanding everything I could about the inner workings of the music business, including working both independently and with the major record labels, as well as the traditional music business players (agents, managers, promoters etc.), to a place where I believed I had a business model for a better way.
I tested this idea, when I took a UK based alternative rock band from being unknown, to selling 10,000 tickets in London within 18 months of their first show, selling 85,000 tickets across the UK, selling 60,000 albums and generating 150,000,000 streams on Spotify in the process.
This represented an unprecedented speed of success for any band in history.
This innovative and pioneering new approach was a big threat to the specific players within the music business and so at the end of 2018, my time working with this band was done.
In the time since then, I've personally connected with over 5,000 artists through one-on-one Zoom calls.
My goal has been to craft a solution that not only supports these artists but also fosters their personal growth.
This way, they can evolve into their best selves, creating art that resonates deeply with you, the audience, and makes a significant impact.
But it's not just about creating a system that develops artists in a fair and ethical way, it’s about inspiring you, the fans, the listeners, the people who are moved by music.
It's about creating a music industry that doesn't constantly churn out ego driven artists, but those who are driven to serve others through their music.
An industry that values the development of artists on a human level, that nurtures their creativity and their desire to make a positive impact on the world.
It’s about giving a platform to artists who through the art they create, have a message that can make the world a better place.
This is where you come in.
Because music isn't just about the artists who create it, it's about the fans who listen to it, who are moved by it, who are inspired by it.
It's about people like you, who understand the power of music and who yearn for a world that values creativity, fairness, and the power of human connection.
When I started out on this journey, my objective was clear: to make the biggest positive impact in the world as possible.
I believe that together, we can do just that.
We can create a wave of positive change that starts in the music industry but ripples out to touch every corner of the world.
This objective today is the same and below you can read how I plan to make this a reality.
The vehicle I created to test my new approach has been on hiatus since the end of 2018 and now it is time to wake it up.
This vehicle is called 'High Time', a phrase that us brits use frequently in conversation, but in case you're not clear what it means, here is the definition:
High Time: (it is) past the time when something should have happened:
In my case, I believe it's 'High Time' that artists had a fairer, more equitable alternative to the existing music business.
But it's also 'High Time' that fans had a music industry that truly serves them, that values their passion and their support, and that inspires them to dream bigger, to strive harder, and to believe in the power of change.
And it's 'High Time' that we all found our own ways to 'Escape The Machine'.
Whether that means leaving a job you hate, moving to a new city, breaking free from toxic relationships, or simply daring to think outside the box and challenge the status quo.
‘Escaping The Machine’ isn't just about changing your circumstances, it's about changing your mindset.
It's about believing in your power to create your own destiny.
And so, I invite you to join me on this journey.
To be part of the High Time movement.
To support artists who are using their music to make a difference.
To believe in the power of music, and in the power of change.
Because together, we can create a better world.
A world where artists don't just survive, they thrive.
A world where music is a force for good, a catalyst for change, a beacon of hope.
A world where we all have the power to ‘Escape The Machine’ and create our own destiny.
And it all starts here.
With you, with me.
With High Time.
So, here we are.
If you've made it this far, I'm willing to bet that you, too, are ready to 'Escape The Machine'...
… and you're probably asking yourself, 'How can I join and support the High Time movement?'
The good news is that I’ve created lots of ways you can do that:
1️⃣ Join My Premium Newsletter - as a premium member you’ll get an exclusive memoir style email from me every Saturday where I’ll be updating you in detail everything that has happened in the previous week towards my mission of building the biggest and fairest music company in the world.
I’ll also share details on strategies and tactics we are executing towards this goal and insights that will not be available anywhere else.
2️⃣ Join My Free Newsletter - I’m now posting a daily newsletter update, across topics a range of topics, including providing updates on my progress towards building the biggest and fairest music company in the world, as well as my own commentary on everything going on within both the music business, and the world in general.
You can support the cause further by using your referral link to recommend this newsletter to your friends and gain rewards for doing so.
3️⃣ Represent High Time with our Merchandise - this website has a store where myself and my team have put together an initial range of merchandise and products where you can represent High Time and help us invest into resources and build the infrastructure necessary to make this mission possible.
Finally, You can support the movement simply by following me on my Facebook page here, sharing content to your wall and forwarding it to your friends.
Thank you for your time in reading this far, I’m excited and ready to kick on from here and all I have left to say is this: It’s High Time: #TheTimeToDoIsNow
Carl AKA ‘The Baker’
CEO and Founder of High Time
Mission: To build the biggest and fairest music company in the world; and in the process, create a brand new music industry where artists don't just survive, they thrive!
Vision: To connect with every human on earth through what is undoubtedly one of the most powerful medium of connection between us all: music, with the sole objective of lifting every individual's level of consciousness towards the realization that the worlds problems can be solved through art; the byproduct of human creativity.
To make this vision a reality, we have to expand our perspective and definition of who an 'artist' is towards a place that is more aligned to my own definition:
"Any person who has an idea they feel truly passionate about, so much so, that they must make it a reality.
They have the courage, bravery, insight, creativity and tenacity to challenge the status quo.
They make it their personal mission to make this happen and in the process create 'art' that is appreciated by not only the creator themselves but equally by the receivers."
The truth is that as creative beings, we all have the capability of becoming artists and as such contribute towards making the world a better place for all of us.