Lorraine Lawson is the founder of Lawson Vocal Studios Inc. and one of Canada’s leading vocal and performance coaches, with more than 25 years spent helping artists — from Juno and Grammy winners to the cast of Schitt’s Creek — find their voice, both literally and figuratively. Her own start as a working performer with little sense of identity or direction shaped a coaching philosophy that goes far beyond technique: for Lorraine, the real breakthroughs happen when people discover who they are and learn to communicate it with confidence.
What is the name of your business and what do you do?
Lawson Vocal Studios Inc. is the company behind the work of Lorraine Lawson—author, speaker, recording artist, entrepreneur, and one of Canada’s leading vocal and performance coaches. Specializing in contemporary vocal and performance coaching, artist mentorship, and creative development, Lorraine and her team of coaches have helped hundreds of performers and creatives discover their unique voice, build memorable performances, and create meaningful careers through innovative coaching, education, and performance training.
Today, Lorraine develops educational programs, books, and keynote presentations that help people define who they are, what they want to be known for, and communicate it with confidence.
What made you want to do what you do?
I began my career as a working performer and recording artist with little understanding of who I was, what I wanted, or what made me unique. As I grew in my own career, I became passionate about helping other artists discover those answers for themselves, which ultimately led me to become a vocal, performance, and career coach.
Over the years, I realized that the greatest breakthroughs were never just about developing talent—they were about helping people discover who they were, building their confidence, and communicating their unique story on and off the stage.
By giving people permission to become who they were capable of becoming, I have had the privilege of helping artists at every level step onto the stage with greater confidence, connect more deeply with audiences, and build meaningful careers.
That journey inspired me to create a variety of educational resources, including my newest workbook, Power of Performance: Become the Artist You Are Meant to Be with the Skills and Strategies to Stand Out.
Everything I do has one goal: to empower people to define who they are, what they want to be known for, communicate it with confidence, and ultimately become who they are meant to be.
What problem did you want to solve in your business?
When I started coaching, I saw incredibly talented artists being overlooked, not because they lacked ability, but because they lacked clarity, confidence, and the skills to communicate what made them unique.
I also noticed something interesting: while much of the music industry encouraged artists to chase audiences and trends, audiences were always looking for authenticity. The artists who built lasting careers were the ones who understood who they were and communicated it consistently.
As technology and social media have given artists more opportunities than ever to create, release, and promote their own work, my role has become even more important. Success today is no longer just about getting discovered; it’s about becoming memorable. And while streaming and social media help artists reach people, live performance remains the most powerful way to build genuine connection and turn listeners into lifelong fans.
That philosophy continues to shape everything I create, from artist mentorship and coaching to my newest workbook, Power of Performance: Become the Artist You Are Meant to Be with the Skills and Strategies to Stand Out.
Who are your clientele/demographics?
For more than 25 years, my coaching clients have ranged from aspiring performers to Juno and Grammy Award-winning artists, professional dancers, the cast of Schitt’s Creek, and artists featured on CTV’s The Launch. I’ve also worked with singer-songwriters, recording artists, actors, public speakers, and creative professionals at every stage of their careers.
One of the biggest changes I’ve witnessed is that the traditional gatekeepers no longer hold all the cards. Today, anyone, regardless of age or stage of life, can create, release, and share their work while building an audience through social media, streaming platforms, and live performance.
As a result, my clientele has expanded far beyond emerging artists. Today, I work with established performers, entrepreneurs, leaders, and anyone who wants to become more confident, memorable, and effective in how they communicate and present themselves.
How does your business make money? How does it work?
Lawson Vocal Studios generates revenue through a combination of private coaching, group programs, artist mentorship, keynote presentations, workshops, books, and educational resources.
The majority of my business has been built through referrals and word of mouth from artists, managers, producers, record labels, and industry professionals, as well as recommendations from past and current clients. Long-term mentorship has become an important part of the business, allowing artists to develop their skills, confidence, and careers over time.
As the business continues to evolve, my focus is expanding beyond one-to-one coaching to include scalable educational programs, keynote speaking, books, and resources that can positively impact a much broader audience.
Where in the city can we find your profession?
While Lawson Vocal Studios is proudly based in Toronto, renting various music venues, recording studios and dance studios for our in-person coaching programs, the majority of my coaching, mentorship, and educational programs are now delivered online, allowing me to work with artists and creatives across Canada and around the world.
Throughout my career, I’ve also led workshops and masterclasses across Canada and the United States- from Whitehorse, Yukon, to Nova Scotia, New York, and Los Angeles. One of the biggest shifts in my profession is that proximity is no longer a barrier. People are no longer limited to finding a coach in their own city, they can now access expert coaching, current artist development, and mentorship from wherever they live.
I believe this is one of the most exciting times in history to do what you love. Technology has created unprecedented opportunities for people to learn, create, share their work, and build meaningful careers from anywhere in the world.
What is the best question a prospective customer could ask a member of your profession when comparing services? Give the answer as well
Question: How can I stand out to loyal fanbase so make a living doing what I love?
Answer: The best coaching doesn’t create copies – it develops individuals. My role is to help people discover what makes them unique, develop the skills to express it with confidence, and build a career that is authentic to who they are. Audiences don’t fall in love with perfection, they connect with authenticity.
A great coach won’t tell you who to become. They’ll help you become more of who you already are.
What is the best part of what you do? What is the worst part?
The best part of what I do is witnessing transformation.
I love watching someone’s entire physicality change the moment they experience a breakthrough they’re proud of. You can literally see it as their posture changes, their confidence grows, their eyes light up, and they begin to carry themselves differently.
Those moments remind me that great coaching is about much more than improving a performance. It’s about helping people discover what’s possible when they believe in themselves. There is nothing more rewarding than watching someone become more of who they already are.
The worst part is watching talented people spend years chasing someone else’s version of success, investing enormous amounts of time and money, and trusting the wrong people along the way, when the world is simply waiting for them to become themselves.
What is your favourite joke about your profession?
To be honest, I don’t think there is one…but I often say…
People often ask me what I do. I usually tell them I coach singers and performers.
But my clients will tell you something different.
They may have come for vocal coaching, but somewhere along the way, they became more confident, more authentic, and more capable of becoming the person they always wanted to be!
