Johni and Jess both spent years in radio—but on different sides of it. Johni was on air, sitting across from musicians, artists, and creatives who chose passion over predictability. She wasn’t just interviewing them—she was trying to understand what made them different. What drove them. What hooked them.

Jess was on the advertising side, helping businesses and personalities find their voice and tell stories that actually connected. Her life became even more intertwined with music when she married a drummer, giving her a front-row seat to the reality behind the stage—the chaos, the unpredictability, and the stories most people never get to hear.

Both were building their own creative and entrepreneurial paths at the same time, drawn to the risk, the freedom, and the unknown that comes with creating something real.

The Hook was born from that shared curiosity. It’s a space for honest conversations about the moment everything changed—the turning point, the obsession, and the reason creatives couldn’t walk away.

Because Johni and Jess know firsthand: creativity isn’t casual. It’s something that pulls you in—and doesn’t let go.