Jo Baldwin, business development manager at Reframe Cancer (pictured), speaks to Health & Protection about restarting her music career after a 20-year gap, how music helped her think again and the support from her colleagues.
Restarting her career
“I restarted playing music after 20 years off as it massively helped my mental health and got me out after a bad illness where I couldn’t work,” Baldwin tells Health & Protection.
“For 20 years, I walked away from music. One poor performance in my youth left me believing I wasn’t good enough, so I buried that part of myself.”
But she explains all that changed when one day the music came back to her.
“Thanks to some friends,” Baldwin continues. “I sat at a piano and picked up a guitar, and something inside me lit up.
“Music helped me think again, helped me heal, and slowly the world began to show its colour again.”
Overcoming fear of rejection
Baldwin reveals she carried a huge fear of rejection and failure, but realised the only person holding her back was herself.
“With my band – my family, my team – I found belonging again,” Baldwin says.
“I took on the challenge of booking gigs, promoting us, and stepping into the centre of the stage.
“When the audience responded with love, it taught me to give my very best every single time.
“Standing there, I now feel proud to trust my instincts and know that I am truly at home on stage,“ Baldwin adds.
While she lost many years to fear, Baldwin maintains she is proof that it is never too late to reclaim yourself.
“Music gave me back my mind, my spirit, and my life,” she adds.
“I’m even happier in my work now, my concentration has improved, my trust in people returned, and I finally see my own value again, because I’m simply happier.”
Support from work
But the songstress whose influences includes Alanis Morissette, Nirvana and Joan Jett, also benefits from support from her employer to maintain a balance between work and her music.
“Reframe gives me the perfect balance,” Baldwin explains.
“I work four days a week, so weekends are free for gigging, while weekdays are about helping people living with cancer through practical, clinical, financial and emotional guidance and genuine connection.
“And the two worlds really do overlap – every year I raise money for cancer charities through my music, from performing at Villa Park’s fan zone to events like Menafest, which supports bone cancer. It all feeds the same purpose: making a difference.”
Baldwin’s colleagues are also big fans.
“My gigs are Midlands-based while the team’s in Basingstoke, but they’re still really engaged,” Baldwin continues.
“I even ran a music quiz over Teams with my colleague Helen, where I performed the questions live. That was a brilliant crossover moment, and it got everyone smiling.
“They celebrate my gigs, share my news, and recommend songs for me to try. It feels like they’re just as excited about my music life as I am about our work life, which means the world.“
Keeping the balance
As for her immediate plans, Baldwin says she wants to keep growing, playing recognised venues and events, more weddings and becoming one of Birmingham’s go-to semi-pro bands.
“But just as importantly, I want to keep the balance,” Baldwin continues.
“Rocking crowds while helping people living with cancer through my work, both give me purpose and feed my soul in different ways.
“Next up is O’Neill’s in Solihull – always a massive party. After that, we’re at The World Bar at the NEC, a recognised venue thanks to its spot at one of Birmingham’s landmark locations.”
