Music Biz Pro Lance Cowan Finds Satisfaction In Sharing His Songs
by Lee Zimmerman / Correspondent for The Daily Times
Psychologists say that there are two sides to the human brain, one that controls creativity and the other that manages business and other practical pursuits. In all likelihood, the twain rarely meet.
Consequently it’s somewhat significant that Lance Cowan has been able to sync his mindset in order to maintain his two parallel paths forward. A highly successful music publicist with a respected roster of clientele, he also nurtured ambitions to become a singer and songwriter in his own right as well. Nevertheless, it took him awhile to finally realize that dream.
“When my sons were still young, the licensing organization BMI sent me to a Folk Alliance conference in Toronto to do a showcase,” Cowan said. “I was on the same bill with Chip Taylor (writer of songs such as ‘Wild Thing’ and ‘Angel of the Morning’]. I was considering releasing a record at that time, but once there, it became obvious that I would have to constantly be on the road to make a living. Everyone there had a CD to sell or to market. I realized that I wouldn’t be able to watch my kids grow up, so I re-focused my attention on my work as a publicist for other entertainers. Even so, I still wrote songs and played around Nashville once in a while.”
Cowan, who will perform at the Abbey in Townsend this Friday night, said eventually he started looking at his own music differently.
“In recent years, I began to realize that the songs I’d written were a gift, and I was being a terrible steward of those gifts,” Cowan continued. “My wife and sons — and my now-manager — have been encouraging me for years to release a record, so last February, I released my debut.”
That initial offering, aptly titled So Far, So Far, So Good, not only attests to his talents but also features an impressive array of guest contributors, among them, mandolin virtuoso Sam Bush, guitarists Pat Flynn and Mark Elliott, Andrea Zonn on fiddle, drummer Pat McInerney, bassists Dave Pomeroy and Jay Turner, and pedal steel player Dan Dugmore. Cowan himself had a hand in writing each of the offerings, and the result is a collection of highly memorable melodies, all of which sound like they’ve been floating in the ethos forever. He sings songs about everyday individuals, each of which comes across as both personal and poignant.
“Many of the musicians on the record are artists that I’ve worked with as a publicist,” Cowan said. “I represented New Grass Revival, and following their break up, I worked with both Sam Bush and Pat Flynn as solo artists. I also promoted a Dan Dugmore record, so that’s how I got to know him.
“Some musicians were session guys we hired, but mostly, they were all friends. It’s amazing to me that they would consider playing on this record, but there it is. I am grateful they shared their talent with me.”
Despite the fact that he was finally able to pursue his personal potential, it soon became obvious that many of the people he knew and worked with were unaware that he was an aspiring artist himself.
“I’ve always prided myself on keeping my songwriting side separate from my publicist side,” Cowan said. “In fact, many of my clients had no idea that I’d ever written a song. I’ve worked with (singer/songwriter) Joe Ely since 1988, and he had no idea I did this until just a couple of years ago.”
In many ways, being on the business side of the music industry allowed Cowan to fully understand the triumphs and travails that come with being a musician. “When friends talk about the number of terrific reviews I’ve received, I tell them I’ve been working this record for 30 years,” he said. “Many of the journalists that have reviewed the album have been friends or acquaintances for a long time, but they never knew this side of me. So it has been a little frightening sending them my CD. I really want them to like it, but I’m also very protective of my PR career so I don’t want to damage any relationships by pushing my music on folks who’ve been there for my clients.
“Some critics have told me when they opened the package, they were afraid they wouldn’t like the record. Of course, as a publicist I knew the risk that if they didn’t like it, I could get a negative review. Thankfully I’ve not had any of those… yet. Most critics have seemed not only surprised, but wildly supportive.”
While Cowan cites such influences as John Denver, John Prine, the Eagles, Dan Fogelberg, Warren Zevon, and his personal favorite, Jackson Browne, he also said that his material is mainly drawn from personal experience or even an occasional story he overhears. “Most begin with a line of lyric or a guitar part,” he said. “When I first moved to Nashville, I thought writing country music would be simple. It didn’t take long for me to realize how wrong I was. I watched guys like Thom Schuyler and Don Schlitz, who could tell insightful stories in a mere three minutes. So I have a lot of catching up to do. I find a lot of inspiration being around other writers, and Nashville is full of ‘em. My wife, who is a big reader, offers her suggestions too.”
Clearly, Cowan seems pleased with his progress. He’s already begun working on his next album which is targeted for release in February, 2025 and which will feature many of the same musicians.
“It’s been interesting to say the least,” Cowan replied when asked about his trajectory so far. “For more than three decades, I’ve worked in the music industry, but I’ve had to relearn everything from the artist’s perspective. That requires a completely different skill set including booking dates, marketing my cd, doing interviews etcetera. I have a new empathy for what my clients go through in getting their songs heard. Luckily, I have a manager that’s a huge help.”
He said that over the past year he’s benefitted from a boost in his confidence as a live performer. “I think that at least in part, that comes from so many good reviews,” Cowan continued. “I’m less nervous because I’ve been validated as a writer. I’ve not been so sure before, but I’m getting better at it. I typically only play solo, although maybe next year I can get the band together when I release the next project.”
Cowan said that for his appearance at the Abbey he’ll be playing songs mostly culled from So Far, So Good, but he may also perform something from the new album.
“When I decided to release this record, my hope was only that it would open doors for venues where I could play,” he added.
“I’ve had very modest success as a writer, and I needed a calling card. I gave the record to my manager before he was my manager, and before I knew it, he had things rolling for me.
“I’m playing more, so that worked, and my wife — or “wife-ager” —and I are getting the chance to travel a bit. I’m having a great time!”
Ultimately, it all boiled down to timing.
“I planned to do this sooner,” he said. “But you know the saying — ‘Life is what happens to you when you’re busy making other plans.’”