Mr. Schneider took time from his busy schedule to chat with Digital Journal about the 20th year anniversary with his company, MSO PR.
Throughout his illustrious career in public relations, he has repped some of the biggest names in the entertainment and music industry, including Aerosmith, Fleetwood Mac, David Bowie, Ozzy Osbourne, Tom Petty and Heart, among countless others.
Some of his proudest moments with MSO PR include representing the Coachella Festival in its inaugural year, 1999, and 11 subsequent years, which was the gateway for MSO’s move into festival culture and electronic dance music, launching their EDM department in 2001. “That was big for us,” he said; moreover, in 1995, when the company was formed, Stevie Nicks sent MSO PR their first check for PR services. “She is absolutely the sweetest. Representing Stevie was always an amazing experience since I worked with her in Fleetwood Mac and their albums and their tours, and we did a few of her solo albums. She is as rock and roll as rock and roll gets, like doing interviews after midnight. She is one of those true legends,” he said.
Another pivotal moment in working with Korn, a client since 1998, and their See You On Their Other Side album, was MSO coming up with the idea for a graveside press conference and mausoleum party at the Hollywood Forever Cemetary in 2006. In addition, they were able to get rock band Aerosmith animated by The Simpsons. “Michael Jackson was the first solo artist to be animated by the show, and I thought Aerosmith should be the first rock band to have that honor. We pitched it and we got it,” he said. “These are things we have done to help our artists, and give them that extra bit of attention to help them excitingly resonate with fans and the media.”
MSO PR was also able to do something special for The Black Crowes and their 20th anniversary in 2010, with a month-long web-series that they created that was based on the controversial moments in their career. “That was great for us,” he said. “Ad Age did a story about that.”
In addition, when they worked with The Backstreet Boys they were able to assist during A.J. McLean’s rehab crisis in 2001. “Before the tabloid media could get the story and twist it, we preemptively went in front, immediately booking interviews for the other guys on the Tody Show and MTV. That was important for them, since they really wanted to be sincere in their message, and they apologized and they stood by their comrade,” he said.
This month, MSO PR launched their Social Media Division. “We just opened a Social Media Division and that is different and exciting for us. It is a whole other game to take care of social networks for clients. I have united with social media expert Michael Brandvold is running this division. I want to keep growing, just like we did eight years ago, when we opened our Nashville office, that is helmed by Lyndie Wenner,” Schneider said. “We are definitely lit up on all ends. I’m so proud of my staff. They kill it!”
In his spare time, Schneider enjoys songwriting especially modern country songs. He defined the word success as having “personal integrity” every day. “To me, living an honorable life and being kind to others. That is key,” the esteemed publicist concluded.
To learn more about MSO PR, check out their official website.
