From Marketing Student to Rock Sensation:
The story of Bumble B. Boy
When Tom Harden moved from sunny Australia to the Netherlands in 2020, he wanted to make a big impact in children's entertainment. But the pandemic made him change his plans. While studying for his master's degree in Marketing at the Vrije Universiteit Amsterdam, he focused on his other passion: music. This led to the creation of Bumble B. Boy, his musical alter ego. Initially making music for children, he found that adults loved it too. With performances at top festivals like Down the Rabbit Hole, Best Kept Secret, and Noorderslag, his music clearly connects with people of all ages. "Everyone has a bit of youthfulness inside them. With my music, I want to ignite that spark," says Harden.
Author: Mika Linse
Student days
Even though Harden had to do his entire master's program online, he still learned a lot from his courses and was inspired by his professors. "I especially learned a lot from the Brand Management course," Harden says excitedly. "The most important thing for building your brand is to always be visible, even more than having brand loyalty. This made me realize I didn't need to worry about the brand personality or identity of Bumble B. Boy. I just needed to be present and show myself wherever I could. That gave me a lot of motivation."
Culture clash
In the Netherlands, there's a saying: "just act normal, that's crazy enough." This attitude showed up when the art-punk artist entered the music scene. "I noticed that Dutch people are reserved about unusual ideas or quickly find you strange," he says. "I know I'm not an average artist; my band and I even perform in insect costumes on stage. But I find it much more fun to be different. It’s challenging because you always feel you have to meet others' expectations," Harden notes. Another challenge he faces is what he calls "the Dutch disease." "Sometimes Dutch people talk while you're singing," he says with a laugh. "I think this is because the Netherlands is famous for electronic music, and people are used to dance parties where you can dance and chat. But doing that at a live concert can be disrupting. Here, people go to a concert, have a beer, and chat. This is unusual for artists from other countries. Of course, it also depends on the venue: a large festival is different from a small show where people come just to see you."
"Many people tell you to play it safe and get a 'normal' job. But I believe if you have a dream, you should go for it and be willing to give up other things."
Obstacles and inspiration Choosing a different career path comes with challenges. Tom Harden found that when he moved into the music world, he often got well-meaning but unwanted advice. "Many people tell you to play it safe and get a 'normal' job. But I believe if you have a dream, you should go for it and be willing to give up other things," Harden explains. For the Australian, staying inspired was his biggest help. "I try to watch one to two hours of children's programs every day. It helps me come up with new ideas and reminds me where my passion lies and what I truly enjoy."
Future plans Bumble B. Boy has big dreams for the future but knows success takes time. "The first goal is to make money from my music and live off it. That would be a huge milestone," Harden says. He also has other big plans. "I'm currently talking with NPO about developing my own TV show. I hope it works out; that would be amazing," he says excitedly. "I also look forward to performing more. This spring, I’m touring the United Kingdom, and this summer I’ll be playing at various festivals."
Tom Harden, who grew up in rural Australia, found his inspiration in his isolated childhood, where television was his main companion. The influence of children's programs such as Teletubbies, The Wiggles, and Blue's Clues is evident in his music. His music is a blend of various styles like disco, art-rock, afrobeat, Japanese surf rock, psychedelia, and circus music. In his lyrics, Harden talks about themes like failure, helplessness, and insecurity but always with a hopeful and childlike wonder.
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