Rob Brenner, a Syracuse University alumnus and the director of touring for the Jonas Group Management Company, told students Tuesday that successful artists are the ones who follow the same ‘never say no’ philosophy he lives by.

“We never say ‘no.’ We demand that artists have that same attitude. It’s about work ethic,” Brenner said.

Brenner spoke to students in Room 007 of the Martin J. Whitman School of Management about the challenges and rewards of working in the music business. The lecture was sponsored by the Bandier Program for Music and the Entertainment Industries’ Soyars Leadership Lecture Series. In addition to speaking about the value of hard work in the industry, Brenner told students about his job managing the Jonas Brothers’ tours and said he looks for artists who adhere to his same work standards.

“It’s long, hard work, but this business, it’s my true love,” Brenner said.

Brenner has worked with Britney Spears, Justin Timberlake and P. Diddy and is currently working with the Jonas Brothers. He said he believes the Jonas Brothers have the work ethic that will allow them to succeed in the music industry for a long time.

“People talk about the Jonas Brothers being an overnight sensation, but they worked hard for four years playing free shows in shopping malls,” Brenner said.

Not only do the Jonas Brothers perform on tour, Brenner said, but they also write all of their own music and play a large role in the production process. Brenner works with and manages 14 artists under the Jonas Brothers Group Management and said the Jonas Brothers are very involved with the company and its artists. The band has a saying: “You live like you’re at the bottom even when you’re at the top,” he said.

Stefan Tessoun, a sophomore music industry major, said Brenner’s message inspired him to work harder in order to pursue his goals.

“I realized I need to work a lot harder at the things I want to do,” Tessoun said. “It’s a tough business.”

Brenner said he learned the importance of taking advantage of every opportunity available while he was a student at Syracuse University.

“I stacked chairs at the Carrier Dome because I knew I wanted to work on the stage crew, and that was the way to get there,” he said.

Brenner does not have a formula for how to make it in the music industry, but he said he believes that a willingness to take advantage of opportunities will put someone at the top of the business. He said many artists are able to achieve fame, but the number of them who are able to make a living from their success is much smaller.

People who aspire to work in the music industry must be willing to take jobs that may not seem important, like answering phone calls or working in the mail room, Brenner said.

“Never turn down an opportunity, even if it’s not in your interest,” he said. “By meeting people and getting connections, that’s how you’ll get it.”

Published on March 23, 2010 at 12:00 pm