A Conversation with Renman (aka Steve Rennie) – HuffPost 7.6.12
Mike Ragogna: So, here’s the burning question on everyone’s mind: Is it “Steve Rennie” or “Renman”?
Renman: My friends call me Ren or Renman since back in high school. People call me Steve when they are pissed off at me.
MR: So Steve, (laughs) what got you interested in mentoring acts?
R: Well, I’ve been mentoring musicians forever, actually. I do this professionally and I’ve been lucky to make a nice living out of it, and I think I’m pretty good at it. I’m not really interested in signing new clients at this point in my life, but I am still very interested in sharing and helping other musicians find their way in the business. I was very fortunate in my own career to have had a series of mentors who guided me toward fulfilling my own potential. I know how powerful that can be. So, I suppose its only natural that I would follow a similar path, not as the student now, but as a mentor myself.
MR: Can you describe your website?
R: I think, in the simplest terms, it’s a gathering point for artists, musicians, and music professionals to network and and spotlight their creative works, while getting inside access to mentoring and advice from people who know the real music business. I will be sharing my experiences as a manager in addition to inviting my friends from all different spheres of the biz to offer their insight. And it’s a place for me to learn what this new breed of artists are doing to get their music heard. It’s a bunch of people trying to figure out this new music business, and at the same time, to keep shaping it.
MR: How will the web TV show and its “live” element work?
R: The live weekly webcast will start mid-July, and unlike a lot of the other music business-related shows on the web where the conversation is typically a host and a guest talking at an audience, this show will include real musicians and real people speaking live with me and my guests. It will be a two-way conversation. Like the other shows, I’ll have guests, but we will also be taking “live” phone calls. The show will be less about the guest’s life history and more about how the guest is going to help me educate folks on the real music biz. I did an interview for a local radio station, KROQ, here in LA, and the writer described it as a kind of Dr. Phil of music meets Loveline. I’ll buy that.
MR: (laughs) How do you feel this endeavor is a next step in the business of doing music?
R: I think the website and show are a reflection and response to what is going on at the intersection of music and technology. The internet, in many ways, has mortally wounded the old “record business” model of selling CDs and controlling the distribution of music. That has had huge repercussions throughout the industry and the ground is still shaking as the major companies try to figure it out. But what the internet has also done is give everybody a new means to communicate, to share ideas, to share music and visuals, with less regard to the old media gatekeepers. The consumers are driving demand more than ever. Artists have more tools to create music, to communicate with their audience, to promote their careers, but it will require a different, more direct effort on their part than the days when the record companies did all the work. The fact that today I can setup a website and broadcast a webshow around the world that can connect artists, musicians, and music professionals in a direct two-way conversation from my office is pretty amazing. And if I can do it, certainly a sharp artist, or manager, or label can do the same. It’s something I could never have imagined when I started in the business.
MR: How will you be involved? What’s your hands-on approach going to be like?
R: I’m hugely involved. I’ve scheduled chats twice a week; I participate in many of the discussion forums and I answer all my emails…so far but its getting tougher. Each week I call a member on Skype and talk about career issues as part of our “Ask Renman” segment. I’m helping to recruit guests and film interviews with some of my friends in the business who are into sharing their knowledge as well. I’m also hosting the live show. I am a believer in making things personal, and I think anybody who visits the site will feel that in a big way.
MR: Who would benefit the most from your web TV show?
R: I think if you are a musician or somebody looking to get into the music business, you would absolutely benefit. But the truth is that a lot of the things I talk about in terms of getting your head in the right place to do something great apply in all aspects of life. Concepts like dreaming it and doing it, making it personal, committing to your goals, and acceptance are things that anybody looking for a little inspiration and a kick in the ass might find worthwhile.
MR: Let’s get a history lesson. What bands have you worked with and how have you mentored them?
R: It’s a fairly long list. You are going to test my memory now. Let’s see if I can remember in order: I managed Dramarama, The Wonder Stuff, Ned’s Atomic Dustbin, The The, Stabbing Westward, Hothouse Flowers, Primal Scream. And of course, Incubus, who I have worked with since they signed to Sony almost 17 years ago. In my early days with Incubus, I think it would be fair to say that I kind of told them what to do and they took my advice and did it. As they became more successful, my role has evolved into more of an advisor. They know they can do whatever they want, so I try to discuss options with them, try to give them an honest take on all the issues so that they can make good decisions. I spend more time now trying to lead them down the right path while acknowledging that it is their band and it’s up to them to do the right thing. They are a pretty special bunch in that regard, and so they have made a whole bunch of right decisions over the years. But it’s their idea now, not mine.
MR: Any predictions on how the website and web TV show will evolve, maybe what their status will be a year from now?
R: I’m always nervous predicting anything about the music business even a day ahead, much less a year. The site and show will definitely evolve. One of the things I love about the web is the instant feedback. When we started, I had an idea in my head of what I hoped would happen. So far so good–people are signing up and they are staying engaged. Members are enjoying the exclusive content. But in the two weeks the site has been up and running, it’s already got me thinking of a million ways to make it better and even more valuable. Watching the discussion groups that our members are setting up on their own lets me know what is on their minds. It’s giving me more ideas of what guests and industry types I want to interview. Seeing the great videos and great music being uploaded by our members makes me want to find more ways to feature their works. The response I’m getting from my friends in the industry tells me that there might be a lot more folks willing to share their own experiences and be part of the mentoring. Finally, I’m getting a lot of great feedback from folks who are not musicians or music industry hopefuls who have found the site as a source of inspiration for making something happen, period.
MR: What advice do you have for new artists, and don’t just say, “Come to the website and check it out!”
R: Simple. Dream it and then do it. Commit to it. Prepare for it. Have a plan. Accept the fact that it might not work out. And then enjoy the ride knowing that you gave it your best shot.
Special Thanks To Kymm Britton