SXSW 2023: Taylor Hanson Chats About His Work as President of the Recording Academy’s Texas Chapter, Bringing His Unique Perspective to the Conversation, and More

Taylor Hanson is one of the voices of his generation. He’s a multi-GRAMMY-nominated singer, songwriter, producer, writer, entrepreneur, and Oklahoma Music Hall of Fame inductee whose career in this industry spans over three decades and has seen him sell over sixteen million albums as a member of the pop-rock trio Hanson. He’s the CEO and co-founder of 3CG Records, Hanson Brothers Beer Company, the Hop Jam Festival, and Take the Walk and has been a member of the Recording Academy since he was fourteen and now serves as the Texas Chapter President.

Pop Culturalist had the pleasure of speaking with Taylor at this year’s Recording Academy Texas Chapter Block Party at SXSW to learn more about his work with the organization, bringing his unique perspective to the conversation, and championing new voices.

PC: You’re the Recording Academy Texas Chapter President. The Lone Star state has had such a rich history within this industry. How has your work with this organization and the diverse history of Texas impacted your career?
Taylor: I’ve been a recording chapter member since I was fourteen. I just hit 40, so it’s been a lot of my life. I feel a connection to the community and other artists. That’s something that I’ve been really proud to be a part of. My decision to get involved in a leadership position, which many people have done, is about bringing a unique perspective to the conversation. It’s not just about the award show. That is, of course, significant, but it’s because of what happens throughout the year. For me, I’ve been able to be an artist, producer, label owner, publisher, and festival promoter. To be able to bring all that perspective so that I can advocate better for artists and make it a richer chapter, that’s what it’s all about.

As far as how the experience has affected me, it’s being a part of the chapter and being a part of seeing how it behaves. The Recording Academy as a whole has really taught me that music is truly a lifeline for people. It’s about having institutions that reinforce community and artists connecting to one another and then cultivating leaders. Being an artist in and of itself, you’re leading. You’re putting something in the world that you’re sharing.

But a lot of musicians end up in a very isolated lifestyle going from shows to the studio. The Recording Academy helps bring artists into an engaged platform that can help mold them into a different kind of influencer, an influence within the industry to make change.

The Texas chapter was the first to have a rapper as a trustee. There are members who are at the highest level. Texas, before New York, before California, is the first to put a rapper on the board. Think about that! There are so many stats that show how rich and diverse the music in Texas is, from country to rap, pop, gospel to Tejano–you’ve got all these cultural touch points. I know since I’ve been involved as a governor and then as a vice president and now as president. We’ve always actively talked about not forcing any agenda, but being very proactive in asking, “Is our leadership representing who we are? Is it representing women? Is it representing people of different ethnic backgrounds? Is it representing people of different perspectives?”

What you’re trying to do is bring people into a role where we’re talking about, “How are we educating? How are we advocating at the political level? How are we supporting through MusiCares?” When you’re having those conversations, you want to have as much of a perspective as possible for the people that you’re serving, which is the artist community, and all the different styles and people who are creating. I’ve enjoyed and been encouraged by seeing that happen and seeing how many amazing people raise their hands and get involved.

PC: You’ve always been an advocate for different causes, especially ones that keep the arts alive and thriving. Have you always known that you wanted to use your platform to do that?
Taylor: Being an advocate is a pretty natural thing, but for anybody to take time away from their project that requires extra determination. We saw that early on with mentors, educators, and collaborators, and that was so influential and positive for me. From a very early age when we had a little bit of influence, we were like, “If people are listening, then you have an opportunity to shed light on things that matter to you.” It definitely matters to me and my brothers as well. We’ve seen through our career that you need people to make music. The arts are important. We just heard from educators today, how through the pandemic especially, it’s pointed out how many people, how much hope, how much encouragement, and how much community comes from music and it’s a lifeline for people. We truly know that music changes people’s lives.

PC: Speaking of your brothers, you’ve all had such an incredible tenure in this industry. As you’re working on new projects, how difficult has it been to bring something new but also create something that’s familiar?
Taylor: Having any longevity is challenging because it means you keep hustling. You keep trying, but if you don’t keep trying then you’re on an immediate downward spiral. With Hanson, we have something unique in that we’re three brothers that write and play. One of the things that we’ve tried to do is always make projects that we’re excited about. We’re not saying, “Well, all these other people are going to like this and that’s why we’re doing it.” Because if it doesn’t excite you, you’re in a bad place.

Frankly, if it does work, you’re also in a bad place. You always have to make things that you’re proud of, first and foremost, and try to challenge yourself. I know for me, individually, I love seeing disparate pieces come together. That’s one of the things that I love about this work and collaborating with other artists; it’s being able to see what combination happens when you have two creative forces meet. That’s always going to be exciting.

PC: You’ve released so much music. If you had to pick one song that best encompasses who you are as an artist, which would it be and why?
Taylor: That’s an impossible question. In the spirit of picking a song, I would say “A Song to Sing”. It’s just a piano and three voices. It uses music as a metaphor for having a connection to someone or something. The way I measure my favorite songs is not only does it have meaning to me, but can you imagine it being reimagined and reimagined? It’s one of those songs that I can see being sung by many, many different artists and still carrying that weight. I love what it says. It talks about what we were discussing with the idea of a voice or a song giving you hope and making you feel like you’re not alone.

PC: This industry isn’t easy. What advice do you give to the members who are up and coming and trying to make their mark?
Taylor: One of the reasons why the music business is so hard is that there are a lot of people that would love to make music, so you’re competing. Unfortunately, that mindset won’t get you anywhere. You have to start with mining what’s inside of you and realizing that whatever you do, it’s going to come down to how much passion you have for it. How many times can you hear no? How many times can you not get the gig? Because the music industry as a whole, it’s not like you go and get a degree, and you get hired. Yes, there are certain teaching positions. Yes, they’re leadership positions. There are industries that go, “Wow, you have this criteria.” But, ultimately, especially as an artist and a performer, it’s not a linear journey. Most careers aren’t. At least with becoming a doctor, you go to medical school. Then you’re like, “I have the skills. I can be a doctor.”

I think starting with what’s inside you and really stealing yourself to that resolve and saying, “I’m here because I love it,” and not be so easily swayed. You got to be a little stubborn. If you make something you love, if you make something you believe in, if you fight for that, then if a million people hear it, or if just a handful of people hear it, you still are going to have something you’re proud of. Honestly, that’s one of the most important things to do–make sure you’re doing that. Make sure you’re making things that you know you can stand behind because it means you always win. It means you’re going to finish your day with, “Look, maybe it didn’t get to everybody that I wanted, but I know I’m proud of what I’ve made.” Then, also get used to hearing no. [laughs]

To keep up with Taylor, follow him on Twitter, Instagram, Spotify, and Apple Music. Learn more about the Recording Academy’s Texas Chapter here.

Photo Credit: Sasha Haagensen/Getty Images the Recording Academy