Today we’re chatting with Russ Lorenson, notably named “San Francisco’s favorite crooner” for a behind-the-scenes look at the strategies, advice, and life lessons that have kept him in the spotlight for over a decade. He has been featured in Downbeat, The Los Angeles Times, The San Diego Union-Tribune, and more. We’re lucky to chat with him today and hope you enjoy!
Congratulations on the release of “Standard Time: Live in New York.” How are you celebrating the release?
Thanks! We celebrated by holding an album release party in New York on December 4. It was a great show, with some spectacular guest artists who helped with the heavy lifting. It was a beautiful evening, with lots of friends, family and even some of the composers in the audience. The show was also a fundraiser for the American Songbook Association, with all proceeds going to this important organization.
You’ve had a longstanding career in the music industry, so I want to focus today on this album but also on the success you’ve had and what it took to get here, especially for indie artists to be able to take inspiration from. With that in mind, was there anyone who mentored you as you came up in the music scene?
Wow, so many people! It really does take a village as they say. I hesitate to mention any for fear of leaving others out, but with that said, there are a few who pop right into my mind. Ray Jessel, a composer and cabaret artist who gave me lots of encouragement and support as I was starting out. Klea Blackhurst, cabaret artist and Broadway actress who gave me a lot of insight into the business I was trying to break into, especially as it pertained to the New York club scene. Probably the biggest influence came from my longtime (he says “long-suffering” LOL) musical director Kelly Park. We’ve been together nearly 20 years now, and he really helped me move from being a purely musical theatre actor to a true jazz vocalist.
As an artist who’s navigated the industry for years, what advice would you offer to newcomers trying to establish themselves in today’s music business landscape?
- Practice your craft – dedicate yourself to being the best you can be at your art.
- Learn the business called show. I’ve met so many artists who have no idea that performing is only the tippy top of the iceberg. You’ve got to know about PR, marketing, merchandising, social media, finance. There’s so much to it, and don’t be afraid to get help for the things you don’t know about.
- Understand that the business is not fair. It has as much to do with luck as it does with talent. I know lots of insanely talented people who are not successful. Sometimes it just takes being seen by the right person.
- Be kind to everyone. You need them more than they need you.
- Go with gratitude. Be grateful for the gift you’ve been given, and always strive to give back in equal measure.
As you prepared to launch “Standard Time: Live in New York,” what strategies have you implemented in your marketing plan to generate buzz and anticipation among your audience?
Well, back to what I said about getting help – I know that I’m not an expert in marketing, especially as it comes to social media. So I got help from a professional who helped build the strategy and gave me the tools to implement it.
How have you seen marketing shift over the years and what advice do you have to artists just dipping their toes in for the first time?
It really is all about social media these days. It’s just crazy the reach you can achieve with it, and how you’ll be left in the dust without it. I’m not saying everyone needs to become an influencer, but it is important to recognize the value of the tools and figure out how best to use them to support you. Back in my early days, it was all about producing an actual physical CD to sell and/or give away to help get the word out, and getting radio airplay. Now, it’s about a digital presence, and getting your music in as many places as you can. It’s a Spotify world.
Touring can significantly boost an album’s success. How have you seen this be (or not be) the case in your own career?
As I say, that was the case when I was starting out. But now it’s about being everywhere all at once and boosting your presence on the major DSPs.
What are some of the lessons you’ve learned from previous album releases that you’re applying to ensure the success of “Standard Time: Live in New York”?
Many of the things I’ve mentioned: no need for a physical product (our release is digital-only), focus on obtaining streams and listeners via the DSPs, talk A LOT (more than you feel comfortable with) about the release on social media, because not everyone sees every post you do. But probably the biggest thing is to focus like a laser on quality product. A live album is especially tough because it’s much more difficult to do any technical studio tricks like auto-tune and such. So you need to be tough with yourself and quickly cut tracks that you know have those “cringe” moments you’ll hate to listen to, even if other people say they don’t notice them. YOU own your product and YOU have to be 100% happy with it.
In addition to your music you’re getting ready to release a Christmas children’s book in 2024 alongside other special offerings. I LOVE that you are driven to create outside of just music. Tell me a bit more about that.
Well, some of that comes from just being a creative person, but some of it comes from the reality of my particular situation. Since my treatment for tonsil cancer in late 2021/early 2022, I no longer have the ability to sing. So while I could sit around and be depressed about that, my creative self said, right then, what do we do now? It was never an adoption to just stop creating. My artistry is grounded in gratitude. I am so thankful for what I’ve been given – especially remission from my cancer – that I can’t imagine not continuing to return the joy and gratitude I feel every day to the world.
How can other artists wanting to explore other creative paths that potentially tie in with their music get started?
What else speaks to you? Tony Bennett was a brilliant singer, but he was first a painter and produced gorgeous art throughout his lifetime. Julie Andrews is one of the premier actresses and singers of the 20th century, but once her singing voice was silenced, she started writing children’s books. An artist can’t stop making art, so they must look around and see what complements their primary work. Perhaps you’re a singer who also likes photography – can you build a portfolio from shots you take on the road or at concerts? The world is wide open. Just don’t limit yourself.
What’s one piece of advice you’d like to pass on to anyone reading?
We all have walls put in front of us – find a way around the wall. Whether climbing over it, tunneling under it or smashing through it, don’t let the world’s walls stand in the way of your art and creativity.
Is there anything else you’d like to add?
If you lead with gratitude, you’ll always be fulfilled. Sounds trite, but I’ve found it to be the truth. So with that in mind – thank you so much for taking the time and interest in what I’m doing. I appreciate it greatly.
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