Meet Dale Penner

We caught up with the brilliant and insightful Dale Penner a few weeks ago and have shared our conversation below.

Dale, thank you so much for taking the time to share your lessons learned with us and we’re sure your wisdom will help many. So, one question that comes up often and that we’re hoping you can shed some light on is keeping creativity alive over long stretches – how do you keep your creativity alive?

I keep my creativity alive by working with exciting young artists. Artists that only know the way the music business is now. It’s refreshing and I always learn something on every single project.

Over the course of my career there have been ongoing technical advances that open up all sorts of new ways to create. I embrace these changes and am always trying new ways to make music. I love listening to new releases and get fired up when I hear something cool and unique.

For some of my projects I will do some of the project remotely. I use an online recording app called Sessionwire to work remotely with artists anywhere. It really has opened up access to musicians and the creative element they can add to my projects.

Thanks for sharing that. So, before we get any further into our conversation, can you tell our readers a bit about yourself and what you’re working on?

From Iconic Bands Like Loverboy and Nickelback this award winning Mixer/Producer stays on the Cutting Edge.

Growing up in the small town (population less than 1,000) of Plum Coulee, Manitoba, Penner took piano and trumpet lessons (his mom was a piano teacher) but had a greater passion for the overall sounds of his favorite recordings. Starting out working at Mushroom Studios as an assistant engineer for a number of years, he eventually became a freelance engineer and producer moving on to mostly working on sessions at Little Mountain Sound, where the legendary Bruce Fairbairn and Bob Rock helmed sessions for the likes of Aerosmith and Bon Jovi.

“I am focused on producing and developing great artists, with great songs and that want to work hard” says Penner

“I typically work in the independent music world, and except for meeting some artists and managers at conferences, most of my clients come from people emailing me who have heard good things or liked my previous work,” says Penner. “One of my strengths is that while I got into production from an engineering/mixing background, I have always recognized the power and potential of great songs. When I make a record, I’m going to work with an artist or band to help them create the sound they want. I start off by listening to their songs, and if they need help or further development, I can give guidance or if necessary, suggest some people on my team to help with co-writing.

“Before even going into the studio,” he adds, “I am also part of the pre-production process, making sure to get to know the artist or band, working on arrangements with them and fine-tuning the songs in a rehearsal space. It’s all about input, commitment and having a dialogue with each other. Many producers take the reins where they pretty much play every instrument themselves and put their own stamp on the music. I prefer to play the hand I’m dealt, make the artist the best they can be and if necessary, supplement what they’re doing but never replacing them outright. I tell my artists, if I feel strongly about something, I’m going to push it hard. The end result is that on all the projects I produce, I capture the essence of the band.”

Despite 35 years of hit-helping and hit-making, Penner’s never focused on his accolades – only the adventurous sounds and dynamic contemporary crossing his console or through the Session Wire online music collaboration app,

These days, he’s most excited about a number of projects that are finding there way into the Nashville Music Row and other radio charts. Artists like Wendy Moten (The Voice 21 runner-up), Sarah Harralson Delaney Ann, and Derryl Perry, All whom are also up for awards at the Texas CMA music awards. Las Vegas The Garage Boys have an EP Dale produced out for release this summer. These Vegas rockers play more than 200 shows a year. Dale has produced songs for SM6, a Chicago area originated pop/rock band of six siblings (ages 14-22) who became global TikTok sensations and have over 1 billion total social media views). The Penner produced single “Oddity” has more than 1.5M Spotify streams.

Also in the works is a compilation “album” for a new documentary currently filming called Women Behind the Lyrics, which is a project being developed by Darice G. at Synapse Publishing and Entertainment.

In terms of a brand new emerging artist Dale is working with a young Nashville pop/country artist named HeyJ. This girl has some serious attitude and steps “well outside the box creatively”

There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?

I think in any career the willingness to learn and work hard are the two most important qualities for success. I had a number of mentors. People I worked along side of as an assistant engineer. People with great credits and accomplishments. To be able to work and learn on these projects taught me a lot. Not just about how to operate the gear but how to manage the various artists in sessions.

My advice for folks starting their journey is to seek out people who are doing what they want to do and find a way to work along side them.

Who is your ideal client or what sort of characteristics would make someone an ideal client for you?

An ideal client is an independent record company, publishing company or artist that needs help developing their skills and content. If they have solid distribution and a plan for their content and a strong work ethic and great songs I’d like to speak with them.

I have had a lot of success developing emerging artists such as Nickelback, that led to the band selling millions and millions of records and be chosen as Billboard magazine’s “band of the decade”. They were once an emerging artist, and had all the right qualifications….Let’s find the next Nickelback.

Contact Info:

• Website: https://www.paradise-alley.com
• Instagram: @dalepenner
• Facebook: dale.penner.9
• Linkedin: Dale Penner
• Twitter: @dalepenner