Those familiar with Herb Trawick most likely recognize him from Pensado’s Place, the audio-tech podcast he hosts with mix engineer Dave Pensado. Yet beyond this, Trawick is a serial entrepreneur. He also serves on multiple boards and is the recipient of numerous prestigious awards.
You have an artistic and a business mind. Did one push you into the other?
For most of my career, I was a businessperson. But I loved the creative side. I noticed I had the ability to relate to creative people. I also really enjoyed the creative process. In the earlier part of my career, I was the business guy. This part of my career is much more a creative thing.
What did Trawick Group do?
Trawick Group was my first iteration as a manager. The [people] I was managing at the time—Brian McKnight, Dave Pensado—were initially under Trawick Group.
How did you set yourself up to be a businessman?
I think being curious. There’s a classic R&B group called The Whispers that has been one of the most instrumental influences in my life. They set up a winning business model 50 years ago that has proven through to today. These are guys from the hood who decided to be self-taught businessmen.
How do you keep Pensado’s Place profitable?
It’s always been on a small margin, because we never put up pay walls. We went to a sponsor model. And also, we kept it lean.
Pay walls don’t really work.
I agree. I felt like, if we had influence, that was better to sell than, “Here’s our data.” Because you can buy clicks.
Let’s talk about The Audio Network. You’re still working on that?
I am. I wondered if there was a place where you could find all kinds of programming in once place. Instead of finding 30 different YouTube shows, what if you could go to one place and find an Afrobeat show, a K-pop show, a Latin show, a country show, a show from NAMM? People seem to like the idea. And because of our experience with Pensado’s Place, we have a certain amount of trust.
What was the inspiration for creating Tan?
Pensado’s Place needed a part two. We’ve been around for 14 years, 600-plus episodes. Rather than let Pensado’s Place come to an end, it was more, “How can I transition into something where I can serve more people?” I call it the Netflix of audio.
You are the Global Ambassador to the Abbey Road Institute. What do you do in that role?
As an ambassador, I’m able to identify markets where I think a school would make sense. And I’m able to identify people who may want to be involved. It’s a huge honor.
What is your philosophy toward running a business?
I like my businesses to be kind of like families. Empathy is important. In some cases you have to be tough, but you should always be a good dude. If I have to pull up Tough Herb, I can. But I’d rather be Civil Herb. And finally, you need a laugh during the day.
You manage Harmony Samuels, who’s a major producer. How does that differ from managing an artist?
The return on the artist side is much less predictable than it was years ago. You might have a billion streams and 22 cents. And you’re like, “How does that work out?” So managing an artist today is much more complex. And you need a thorough team. In managing a producer, he’s not touring. He or she is in the studio. It’s an ecosystem that’s easier to wrap your hands around, but equally satisfying.
What does it mean to be inducted into the TEC Hall of Fame?
I got emotional, because I didn’t see it coming. I’m in there with Les Paul, Jimmy [Jam] and Terry [Lewis]. All these names that you go, “Me, too?”
When I got inducted as a living legend [at The Living Legends Foundation], that was a big deal. I’m in there with some notable names. The most recent thing I got inducted into is called History Makers. It includes people like Maya Angelou, Colin Powell, Barack Obama… and Herb Trawick. Are you kidding me? My jaw was on the ground.
My father’s in the Canadian Football Hall of Fame. A friend said, “You realize that two people in your family are in different hall of fames.” It made me sort of go, “Damn. That’s crazy.” I like that I’m still a bit in awe. I never want to get jaded.
You mentioned NAMM. What are you doing for them?
Pensado’s Place is one of their marketing partners. They basically say, “Top what you did last year.” They give me a ballroom so we don’t have to compete for noise on the floor. And they expect that we drive traffic to the event and put together a series of panels. We’ve had everybody from Finneas [O’Connell] to Mixed By Ali. We’ve given away $50,000 or $60,000 worth of gear, Oprah-style. We want people to see their heroes and then talk to them afterwards. That seems to be a formula NAMM likes.
You’re on all kinds of boards. Talk about a few of them.
I love the Guitar Center Music Foundation. David Helfant and Myka Miller-Jimenez help kids and all kinds of folks. And the other boards that I’m on have the same heart and soul. I’m on the advisory board of Girls Make Beats. Tiffany Miranda has done this marvelous job of teaching young girls, through the art of deejaying, how to become businesspeople. It’s that philanthropic, give-it-back spirit that attracts me.
Do you have advice for those who want to become entrepreneurs in entertainment?
Put stock in dreaming. That’s not a wasted exercise. Imagine the unimaginable. And then figure out the process of making it real. Remember, we’re in the dream-making business.
What folks are saying . . .
People love him because of who he is, his relentless passion. – John McBride
Herb is a doer with great taste and judgement. I trust him implicitly. – Randy Jackson
Herb is a visionary and incredible advisor and mentor to so many in the music industry. – Myka Miller, Guitar Center Music Foundation
Herb has consistently inspired us to push boundaries and innovate. – Pete Johnston, NAMM
Herb is an example of the consistency of excellence in its highest form. – Jimmy Jam
I worked for, and was mentored by Clarence Avant. It's clear to me and others I talk to, that Herb Trawick is the next Godfather. He won't say it, but I will. – Darrell Thompson, Attorney
