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Thirteen artists came together in early 2006 to form the Square Peg Alliance, a group of singer/songwriters who "really like each other." Finding the traditional mold of the music business was not always suitable, these 13 artists found a home in each other and decided to exist as the Square Peg Alliance for support and encouragement. The "Square Pegs" are Derek Webb, Andrew Peterson, Jill Phillips, Sandra McCracken, Andy Gullahorn, Andrew Osenga, Randall Goodgame, Katy Bowser, Jeremy Casella, Matthew Perryman Jones, Eric Peters, Chris Mason and Billy Cerveny. Peterson, Phillips and Osenga came together to explain the group's purpose, shatter any misconceptions about why they exist, and reflect on lessons learned along the way.

Who came up with the idea for the Square Peg Alliance?

Andrew Peterson It's hard to pinpoint whose idea it was because everyone saw the need individually.

Jill Phillips A couple years ago, Jeremy Casella came up with this idea for this indie community, and as everybody brainstormed together, the idea became too complex with business ideas [selling CDs]. So we revisited the idea after Andrew [Peterson's] Christmas tour this past year and decided, "Let's do this simply." Let's make it about support—no money, no business, just a community that exists to help each other.

PetersonInstead of creating some big infrastructure, we gave a name to what was already there—a bunch of friends playing music, trying to help each other out. That's the only difference between what we're doing right now and five years ago. It's almost a mutual admiration society. All of us like each other friend-wise, but we also admire each other's work and believe in it.

How did you decide on the 13 members?

Phillips I don't think there was a vision of 13 people. It was a lot less thought out than people would think. Basically, it's the people who knew each other and hung out. It's this community of people who work together, travel together, do shows together a lot. It worked organically. We thought that to make it any bigger wouldn't really accomplish the purpose. It would be harder to help each other when you get to 25 people; it's less likely that you'll know each other.

Peterson It's a little bit awkward because we get people asking, "Why can't I be a Square Peg?" We definitely didn't start out to be a clique.

Andrew Osenga: Yeah, I've heard a few people ask about that [being a clique], but the reality of it is, it has to stop somewhere. So, we just thought of the folks in our immediate community until we felt we had a good circle. We are linking [through SquarePegAlliance.com] to a ton of other artists who are great and within the indie community, but for whatever reason, haven't been as involved in some of the things the bulk of us have. The goal was to make it "specific" without being "exclusive." Hopefully, that makes sense.

Can the group be expanded? How would you add another member?

Osenga: Probably a mass e-mail [to the Alliance members]. I'm sure it will grow, and I'm sure it won't be a big deal when it does.It will probably happen as organically as everything else has.

Peterson If it ever worked out to add people who are in our community, we would. I spoke at an IndieHeaven.com summit. There were 400 people [there]. I saw how independent music has beefed itself up and become something viable since I started 10 years ago. It was humbling. I went in thinking that Square Peg Alliance, our little community, was something. Then I walk in and find 400 people all doing the same thing and are part of one organization. We're one of many. We're not trying to blaze a trail.

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