Steve Rhodes is the co-founder of ElasticStage, a music tech startup that has developed a platform for making and distributing high-quality vinyl records on-demand.
In this week’s Founder in Five Q&A, Rhodes discusses embracing naivety, playing to one’s own strengths and another life as a signed recording artist.
What advice would you give to a first-time founder?
Dream big and embrace a little naivety—it can be your superpower early on. If you’re truly passionate and skilled, others will be drawn to your energy. But prepare for failure and rejection—they’re part of the journey. When opportunity knocks, grab it like it won’t come again. And if you miss it? Don’t worry. It’s never too late to start something new. The key is to stay curious, be resilient, and build something that energises both you and the people around you.
What’s a common mistake that you see founders make?
Many founders try to mimic others instead of playing to their own strengths. Don’t waste time trying to be the next Elon or Zuckerberg —you’re not them, and that’s your advantage. Your own experiences, failures, and instincts will teach you more than any business book. Focus on your strengths and not your weaknesses. Focus on what makes you unique. Start doing instead of just planning, and embrace the chaos. The journey is what builds you. One day, you’ll miss the highs and lows—because they gave the mission its meaning.
How do you motivate your team?
I remind them we’re building something the world has never seen—and that’s rare. We have the chance to create a global legacy. But great ideas are fragile. I learned that the hard way in my twenties, when I was a promising artist who thought talent alone would carry me across the finish line. It didn’t. Success isn’t just about brilliance—it’s about timing, momentum, and execution. I want our team to move with urgency, because moments like this don’t come often. And if we pull it off, it’ll be something we’ll all be proud of forever.
In another life, you’d be…?
A pop star or pilot—no question. At 19, I borrowed money to buy a multitrack recorder and chase a music career. I won a national contest, landed a recording deal with a major label, and appeared on TV and radio. But in a country that didn’t know how to build pop icons, I hit a wall. At 30, I moved to London to try again—but by then, I was considered “too old” for the industry, so I returned to engineering. At the time, it felt like giving up—but now I see it as a pivot. That dream still lives, just in a different form.
What’s the most misunderstood technology?
Audio. People think they hear with their ears, but really, they hear with their minds. That’s why snake oil thrives—your brain can be tricked into hearing a difference that doesn’t exist. I’ve seen people spend hundreds on power cables for amps, convinced they improve sound. But blind tests tell a different story. The truth? Vinyl records can sound just as good as high-resolution digital formats. Audio tech peaked decades ago, and some of the best gear was built between 1950 and 1990. We’re not inventing new sound anymore—we’re just remixing what already works beautifully.
Founder in Five – a UKTN Q&A series with the entrepreneurs behind the UK’s innovative tech startups, scaleups and unicorns – is published every Friday.
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