Reuben Ch’ng is the co-founder of Cat Studio, Audio Mentor and Cat Insights. He have produced recorded media for companies like History Channel, Sony Malaysia, Campap and more.
And on the marketing part of me, I’ve worked on campaigns and trained companies such as Media Prima Digital, Nandos, TNB Malaysia, Q-dees, Capitaland on the subject of digital marketing.
My name is Reuben Ch’ng and I call myself a music producer, entrepreneur and marketer. My passion is into doing creative work, which initially brought me into producing music at the start of my career.
I was born on in August 1990 on an island, Penang. Growing up, I was a curious boy, curious about how many things work and why they did. This brought me to do a lot of childish exploration such as opening up digital devices like calculators to see how they work before not knowing how to put them back together.
I had musicianship and entrepreneurship in my blood from the beginning. My mom was a piano teacher, so when I was 7, I was ‘forced’ to learn playing the violin and piano. My mom made me practice the piano everyday and I hated it. My dad on the other hand was a business man. He ran a collector’s antique store which was going great until the recession hit, around 2009. I used to help my dad out in his shop and that taught me a lot about entrepreneurship and how tough striving in the ‘real world’ can be.
I finished my music grades early on but I was never really interested in playing the piano and violin. However, I did start to teach small music classes at begin to develop a love for music production.
Soon after, I took up some music production classes under a local studio. Because I had such a strong interest for music production, I wanted to work at the studio so I could learn. To my dismay, the studio owner didn’t want to recruit me – as there was a bigger demand for violin teachers, compared to music producers.
Entrepreneurship & Running My First Studio
I flunked my final high school examinations and decided that I’d be a music producer. I eventually enrolled for business management study in a local college. I was teaching music and produce music as a freelancer to pay the college fees. After 3 months being in college, I felt that I was wasting my hard earned money only learning theory, so I quit college. (Today, I say that was a naive decision)
Together with my sister and mom, we then started a music & dance school Cat Studio. We built a few class rooms around home and started giving private music lessons. I also started my own recording studio.
That was when I learnt how to fly before I could walk. The music school we built grew slowly as we went. Initially I had no idea on how to promote the music school, so I photocopied hundreds of ad flyers, cut them by myself and took a long walk in the near neighborhood, pushing a flyer down every postbox I could find. It was then I decided to pick up marketing.
With the flyer distributions and some not-so-legal hanging of banners around the area, we started getting more student enrolments. However our school was situated quite deep in the housing area, so we didn’t get much eyes.
Looking for ways to market the school and studio, I explored ways to market the studio. I joined business organizations such such as BNI, went for many networking events and did many public performances.
It wasn’t long before I discovered digital marketing (more known as ‘internet marketing’ then), which I found I had a very strong passion for.
The first website I built was for the music school and with some help of a friend, I started implementing lots of search engine optimization techniques to grow the website. The music school began to grow tremendously through digital marketing.
I also started to get more opportunities to work in bigger production projects. Initially when the studio was built, recording bands and artists was what I thought I’d do most often. However, I found myself working on commercial projects, producing music and mixing for advertisements, jingles and even TV.
Being the curious type of person, I couldn’t stay doing the same thing for long. I wanted to try even more. With my experience in music production and internet marketing, I started looking at documentation and giving online tutoring.
That was when I started Audio Mentor. I started a brand together with a website to share music production ideas and industry lessons I’ve learnt through experience struggling in my production career.
In 2014, I partnered with a friend and together we started a branding & marketing company on impulse. That company is Jar Creations, and through the many ups, downs and the crazy little things we explored and went through – we learnt a lot but closed down the business at the end of 2 years.
Now & The Future
Today, I mainly spend my time at Cat Insights, a digital marketing company which I set up to help companies market their business through digital strategies.
Being the teacher that I’m always am, I’m also a partner of LEAD, a tech institute focusing on data science, web development and digital marketing courses – with a portfolio training companies such as IBM, Shell, Heineken and more.
If you’d like to learn digital marketing from me, check out my full fledged course at Digital Marketing 360.
Want to get my help to market your business? Drop me a message and I’ll be happy to help.