How a Jazz Musician's Crazy Idea Boosted Employee Retention by 300%—You Won't Believe the Secret!

A jazz musician by trade, Curtis Forbes, founder and CEO of MustardHub, has always believed in the power of innovation and resilience in challenging circumstances. Decades ago, a mentor at his music school imparted a pivotal lesson: “Sometimes you must make the gig where there is no gig.” Forbes reflects on this advice, highlighting its relevance not just in music but in the entrepreneurial world as well. “How else do you tell somebody to go be an entrepreneur? You can’t wait for an opportunity to appear–you create it, even if the conditions aren’t perfect.”

Today, Forbes is at the helm of MustardHub, an engagement and retention platform specially designed for startups and small businesses. Launching as an open beta, the platform helps businesses foster accountability and participation through collaborative recognition. Notably, it incorporates predictive intelligence to pinpoint workplace issues such as attrition risk and promotional readiness. By mid-January, MustardHub was already tracking 4,000 accounts, indicating its rapid adoption among small and medium enterprises.

Forbes' entrepreneurial journey started with 15 years on the jazz circuit, performing nationwide with his guitar and upright bass after graduating from the prestigious Berklee College of Music. In 2001, he founded Forbes Music, a music education company offering a blend of in-home and online lessons. For years, the business thrived, but the onset of the COVID-19 pandemic in 2020 forced a major shift.

Adapting to Change

As Forbes explains, “When COVID hit, priorities shifted, especially for employers in education and in-person services. We realized that we couldn’t just keep people on payroll–we also had to keep them connected, motivated, supported, and engaged.” To address this need, Forbes and his team developed an internal tool built on pre-existing software designed to manage their multi-location, largely part-time and contract staff.

This tool incentivized and recognized Forbes Music employees, especially contracted music teachers, by linking rewards to performance metrics like student retention rates and hours taught. The results were significant: turnover at Forbes Music plummeted by 80% in the first year, while revenue surged by 42.5%. With enhanced features and a more refined product, Forbes initiated a phased rollout of MustardHub aimed at the SMB market starting in 2023.

MustardHub operates on a “freemium to premium” model, allowing companies to sign up for free access to core features, including recognition posts and customizable channels where employees can interact. This flexibility is vital for organizations with a mix of full-time, part-time, and contract workers. The platform's points system acts as a digital currency, enabling users to reward each other for their efforts, thereby fostering a culture of recognition and appreciation.

“When companies buy points, they’re investing directly in their people,” Forbes emphasizes. “They fuel the economy on the platform and strengthen behaviors and cultural signals that keep teams connected and engaged.” Users earn points through recognition and can redeem them for a variety of incentives, from gift cards to contributions to retirement and health savings accounts through partnerships with retirement plan administrators.

Blended workplaces in sectors like hospitality, education, and healthcare have emerged as prime customers for MustardHub. “The idea is that every worker can have a voice and a sense of belonging,” Forbes states, highlighting the platform’s purpose-built nature that scales with company growth while keeping employees connected.

To further enhance service offerings, MustardHub introduces two subscription tiers priced at $50 and $120 per month, which unlock management tools and AI-driven insights into churn risk, retention strategies, and identifying high-potential talent. Its white-label embedded solution integrates with over 280 software systems, bolstering existing analytics and providing visibility into workplace dynamics.

Forbes attributes part of the platform’s success to the absence of ego in his leadership style. “There’s really no place for ego–it’s a cancer to growth and development,” he asserts. Surrounding himself with smarter individuals and fostering conversations over hierarchy has been a cornerstone of his approach. He also emphasizes the importance of understanding the market. “Your job as an entrepreneur is to become an expert in your domain–to identify those gaps and see how the innovation can transform the space,” he advises.

Forbes’ journey from jazz musician to tech entrepreneur illustrates the importance of adaptability and vision in challenging times. His story serves as an inspiration, proving that with the right mindset, even the murkiest waters can lead to new horizons for innovation and growth.