Knock on Every Door: Michael Goldwasser on Becoming a Record Producer (Episode 118)

Make Music Your Business.

Michael Goldwasser is a record producer, songwriter and multi-instrumentalist at the forefront of the international reggae scene. He co-founded Easy Star Records, produced the Easy Star All-Stars albums Dub Side of the Moon and Radiodread, and produced Jason Mraz's album Look for the Good, co-writing two of its songs. As Goldswagger, his R&B alter ego, he hit number one on the UK Soul Chart.

In Episode 118 of The Career Musician, Nomad talks with his fellow New Yorker about how to become a record producer the independent way: build your own label, learn the business, knock on every door, and keep the music honest.

The deal he turned down

Michael grew up surrounded by jazz, classical, R&B and Latin music, picked up guitar at 13 and was playing New York clubs with his band at 15 and 16. Later, an R&B band he co-led was on the cusp of real success. A major artist wanted to sign them to her production company, on one condition: fire their lead singer. Michael said no.

His take now is honest and a little surprising. Integrity matters, but he made it the only factor. He wishes he had at least weighed what he could have learned from one of the biggest artists in pop. Nomad offered the other side: integrity also means having the hard conversation instead of ghosting someone. The band broke up about six months later, and a manager who promised to keep things going stopped returning calls. Two hard lessons, both useful.

Start your own label, and do the research first

Michael and three friends felt there was not much great roots reggae being made in the mid 90s. So they started Easy Star Records, each putting in about a thousand dollars, and did a ton of research before spending any of it. They met with people a little older who knew the business, and figured out distribution, record shops and how to get records to DJs.

Then came the all-nighter. They mailed their first single to 500 DJs around the world, with one-sheets about the label, the artist and the single, and discovered at New York's all-night post office that they had to work out the postage and stick on every stamp themselves. They watched the sun come up doing it. It was the first commercially released record Michael produced, and he played on it, mixed it and co-wrote it.

"When you do everything yourself, it kind of is better in a way... back then it was kind of great to have your hand in everything."

Michael Goldwasser, 22:53

Do something people will notice

Small releases selling a few thousand copies were not going to sustain a career. So they made a reggae version of Pink Floyd's The Dark Side of the Moon. It worked. Suddenly they had attention from all over the world, and Michael says members of Pink Floyd weighed in with praise. When they learned Radiohead were fans, they covered OK Computer as Radiodread.

The best part for Michael is the circle: he now gets to make music with reggae artists he idolized growing up. Work begets work.

Educate yourself on the business side

Michael gets plenty of emails from artists announcing they are the next Bob Marley, with no track record and no proof. Confidence is fine. But you also have to plan, present yourself professionally and learn the business. He has met people decades into their careers who don't understand publishing or what a performing rights organization is, who can't define their own intellectual property, and who skip signed agreements.

"I knock on every door, and maybe out of 100 doors, 99 of them are either not going to open or slam in my face... but that one that opens could be Jason Mraz saying, hey, let's do a whole lot of music together."

Michael Goldwasser, 25:59

His rules: ask for what you want, be upfront and honest, be outgoing without being pushy, and be a nice person. That is Savvy and Humility from the ETHOS code in one breath.

How a remix became Jason Mraz's favorite album

In 2018 someone at Jason's label, a fan of Michael's work, asked him to remix a single. Jason loved it. Michael got in touch directly and said, next time you're in New York, let's get together. Two months later they had a three-and-a-half-hour dinner at Michael's favorite Ethiopian restaurant in Harlem, connected over a book they had both read, and left with a handshake deal to make at least one album together.

They recorded at Jason's studio in August 2019, live in the room: drums, bass, two guitars, piano and organ, with Jason singing scratch vocals live. Michael says Jason has called it his favorite album he has ever done. And hearing that someone going through chemotherapy listened to the title song to stay positive reminded Michael why he makes music at all.

Handle the business, define success honestly

Michael makes most of his living as a freelance producer, with no manager, so he is always thinking about the next gig. He wishes his days were 90 percent music and 10 percent admin. It is rarely more than 50 percent music.

"If you want to be a career musician, you got to put in the time to handle the business."

Michael Goldwasser, 45:16

His definition of success has two layers. Being content with what you have. And, realistically, making enough from music to support yourself and your family. He also meditates daily, tries to laugh every day and makes time for family, because a happier person makes better music.

The takeaway

Do the research. Get your hands in everything early. Learn publishing and contracts. Knock on every door, and when one opens, show up as a real person. Everything you do is an audition, even dinner. If you want a plan for your next moves, grab the free plan of attack (POA) worksheet and the Get the Gig guide, and find Michael at michaelgoldwasser.com.

Get the gig. Keep the gig. Build the career.

Watch on YouTube or find every episode on the TCM Podcast page.