A focus on people turns uncertainty into a business revolution
Sandwiches for Faith Hill, shish kebabs for Neil Diamond, carrot juice for Wynona Judd, and hamburgers for Amy Grant. Welcome to the surreal life of Nashville producer Robin Crow and a phenomenally successful business built around the ability to recognize and capture a competitive edge.
Just a few years after founding Dark Horse Recording, a scenic studio complex in Franklin, Tenn., Crow was contacted by rising star Faith Hill. Alongside her producer, Scott Hendricks, Hill chose Dark Horse to record “It Matters to Me,” in 1995. Certified platinum four times over, the studio album was a benchmark in Hill’s career, but exceeding its lofty sales achievement, “It Matters to Me” enabled Crow to gain mastery from a most mundane moment.
“Their basic routine was as Faith would sing vocals for a day, and then the next day Scott would start editing those very best vocal performances together,” Crow says. “Pretty much anything that’s been recorded in the last 25 or 30 years is from hundreds of vocal takes that have been edited together.”
During one of those early editing days, Crow made Hendricks one of his “Almost Famous Robin Crow Deli Sandwiches,” featuring fresh baked bread, four different kinds of lunchmeats, Swiss and cheddar cheese, red ripe tomatoes — the works.
“Scott just couldn’t stop thanking me for making him this sandwich,” Crow says. “I realized, no pun intended, I had struck a chord. That evening I went to the store, and I stocked our studio refrigerator with all the ingredients. Literally for the next six weeks, I would fix sandwiches for Scott and Faith. We would all eat together in this little picnic table in the shaded picnic area right outside the studio.”
After about six weeks, Hill and Hendricks asked Crow if they could have two more weeks of studio time. Crow had the space, but he really needed to raise his rates by $75 a day.
“Before Scott could even comment, Faith chimed in and said, ‘Well, I don’t have a problem with that. The sandwiches alone are worth it,’” Crow says. “Right then and there I realized what would shape the future of Dark Horse Recording: I’m really in the business of serving people.”
Over the years Crow made exceeding expectations his competitive edge — and attracted an eye-popping clientele list ranging from Carrie Underwood, Rascal Flatts, Megadeth, Taylor Swift, Jeff Beck, One Republic, Alison Kraus, Korn, and a chain of other top-drawer artists.
Dodging Dinosaurs
Crow founded his studio in 1992. “When I first opened my recording studio in Nashville, times were really good,” he says. “Garth Brooks was selling more than the Beatles. But just a few years later the digital download revolution came crashing down and the music industry took this massive hit. All of a sudden, music distributors went the way of the dinosaur.”
As a result, Crow knew he must adapt: “Luckily people continued to make music, but the way it was being recorded, promoted and distributed was completely changing. I started looking at studios all over the world. I realized we would have to evolve or suffer the consequences.”
Hence the focus on customer service, even though he was essentially a technology provider. He built an eccentric and experience-focused studio with his own hands, expanding into on-site lodging and more. He’s also added an institute for students to learn the technical side of the music business.
“Good things do come from just doing whatever it takes to adapt to the changes that are before us,” Crow says. “Those who adapt to these changes will win the biggest.”
Watch Robin Crow’s presentation from Top Producer Summit: Evolve or Die: Turn Uncertainty and Change Into a Business Revolution
Read more coverage and watch other sessions from Top Producer Summit.
