On Veterans Day, November 11, a new platform dedicated to supporting veterans through the arts was launched: CreatiVets Production Music. This initiative sees a collaboration between Extreme Music, a division of Sony Music Publishing, and APM Music, alongside Nashville-based nonprofit, CreatiVets. The aim is to empower veterans to share their experiences through songwriting, offering them an outlet that can facilitate healing.
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CreatiVets Production Music will primarily focus on promoting original songs crafted by military veterans, with all proceeds from the label dedicated to funding songwriting and music programmes provided by CreatiVets, which are offered free of charge to those making use of them. This marks an important development in CreatiVets’ mission to assist veterans coping with PTSD and traumatic brain injuries, allowing them to process their experiences through a creative medium.
Richard Casper, the founder of CreatiVets, draws from personal experience in his commitment to this initiative. A Purple Heart recipient, Casper has harnessed songwriting as a means of honouring and remembering his late friend, Luke Yepsen, who died beside him during their service in Iraq. He believes that sharing such poignant stories through music can foster a deeper understanding of veterans’ challenges and triumphs.
The genesis of the label dates back to 2016 when Casper was first exposed to the power of songwriting alongside fellow veterans. After several of their works were featured in military-themed television shows, he felt compelled to broaden the scope of these opportunities for others. “We could bring more veteran voices into film and television,” he explained, “and help audiences better understand the veteran experience.” His vision found immediate support from Extreme Music, which was eager to sponsor programs enabling veterans to present their stories.
Casper’s own journey highlights the therapeutic nature of music as a form of expression. Following his return from conflict, he found it difficult to articulate the sorrow surrounding the loss of Yepsen, which he eventually confronted through songwriting. “Writing a song gave me a way to share it and let people understand what I was carrying,” he reflected. This realisation played a pivotal role in his ambition to create a similar outlet for other veterans.
The process of songwriting has revealed its transformative power beyond Casper’s own experiences. “The first veteran I brought to Nashville was a friend, and hearing his words transformed into a song led him to open up in ways I had never seen before,” he recounted. This experience underscores the ability of music to bridge communication gaps for veterans, particularly in conveying emotions and stories that may otherwise remain unspoken. Casper believes every song shared is a chance to assist another veteran who may be reluctant to seek help.
The label aims to launch with EPs from three veteran artists: Brooks Herring (performing as Rook Takes Queen), Scotty Hasting, who is signed to Black River, and Stephen Lunt, known as Saint Stephen. Importantly, CreatiVets Production Music is designed to be sustainable, planning to release music continuously rather than as a singular event. This approach ensures ongoing opportunities for veteran musicians to showcase their work and share their narratives with a wider audience.
As the label builds momentum, it has the potential to reach various licensing avenues including film, television, advertising, and digital media projects. This could provide significant exposure for the artists involved while simultaneously introducing their stories to broader audiences, allowing listeners to gain insight into the realities faced by veterans.
With the launch of CreatiVets Production Music, there is a renewed commitment to harnessing the arts as a means of healing for service members. This initiative not only amplifies veteran voices but also serves as a reminder of the difficult journeys they navigate. It encourages communities to engage with their stories, fostering empathy and understanding through the universal language of music.
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