Here’s a Tom Petty and the Heartbreakers set list from May 2001 (Gill Coliseum, Oregon) that Mary Klauzer of East End Management faxed to Mitch Schneider back then to share with the press. Mitch always dug when Tom played the slow + moody “It’s Good To Be King” like he did on this night. When Mitch first heard his ‘Wildflowers’ album, he told Tom that he thought “…King” could be a really big hit.  Mitch remembers Tom saying, very matter-of-factly,  “that won’t happen.” Tom explained that the song’s double minor chords right at the top (E minor, A minor) worked against it being a big hit. He was right, but the song, released as the album’s third single, still made a pretty good showing. It reached No. 6 on the Billboard Mainstream Rock chart + peaked at No. 68 on the Billboard Hot 100.  “It’s good to be king, if just for a while/To be there in velvet, yeah, to give ’em a smile.”

21 years ago this week, then-clients The Black Crowes + Oasis (not clients) roared into the Santa Barbara Bowl as part of their cheekily named “Tour of Brotherly Love.”  Here are both bands’ set lists from that very special night of American and British music in 2001.

Here’s a little snapshot of what was happening in the music/culture worlds in 1998 via this promo mailer featuring MSO PR clients on various covers. This was before we changed the name of our company to SRO PR.

Here’s the set list from the second night of Alanis Morissette’s three-night stand at NYC’s Roseland (February 6, 7 and 8 in 1996) when Taylor Hawkins was in her touring band. As Alanis’ publicist back then, Mitch Schneider was there for all three nights. Says Mitch: “Taylor’s drumming style helped elevate Alanis’ live show to an arena level that was beyond the theaters she was performing at back then.” May Taylor rest in piece…

32 years ago today, Mitch Schneider was with our then-clients Aerosmith in Rapid City, South Dakota when they played Rushmore Plaza Civic Center. He was flown there (with a big clunky cell phone, LOL) to help organize one of those electronic press kits for the band. ‘Pump,’ known as one of rock’s most dramatic comeback albums, had come out the year before, and the band was on top of the world. That was an honor + one wild ride for the company.  Here’s the set list from that night.

3/21/2022

1999 was a very good year for print music magazines. That’s when the Schneider Rondan Organization, in our previous incarnation as MSO, proudly mailed out this promo card touting our clients on covers. We really miss the many magazines that would later fold or go online only.

2/26/2001

Mitch Schneider recalls that this was a fun press release to write: The Black Crowes + Oasis’ 2001 “The Tour Of Brotherly Love.” And 21 years ago today, MSO (before we were known as Schneider Rondan Organization)

blasted it into the universe, by fax, email + regular mail (on brightly colored paper, an MSO trademark). What a terrific name for a tour—a cheeky nod to the volatility of the Robinson + Gallagher brothers. Mitch saw various shows including a pair at Radio City Music Hall in NYC. Such a treat, he says, to see the Gallaghers team there with The Crowes for the evening’s finale: a cover of The Stooges’ “Down On The Street.”

2/5/22

Crazy, but Mitch Schneider once got to ask Mick Jagger, “Would you like to go backstage with me?” Back in the day while handling The Black Crowes’ PR, Mitch was positioned in the VIP area of the NYC venue The Bank wrangling celebrities to say “hi” to the band after a private show to support their V2 debut album ‘Lions.’ Here’s the ‘Us Weekly’ article about that starry night, 21 years ago this month, with Jagger, Goldie Hawn (then mother-in-law to Chris Robinson), Liv Tyler + Moby all on hand. Big shout-out to photographer Kevin Mazur, whose skill + nice guy affability reliably make his photos stand out. Everyone smiles for Kevin…😊

35 years ago tomorrow, The Everly Brothers received their Star on the Hollywood Walk of Fame, with Tom Petty presenting it to Don and Phil. The Everlys were my clients, and I thought to invite Tom to make the event even more special. Six months later, to my good fortune, Tom Petty and the Heartbreakers became my client, a 17-year run during which they were also honored with their Star (1999). Big shout-out to my pal Mary Klauzer (Lookout Management, then East End Managment), who saved this confirmation memo I wrote to Tom’s manager Tony Dimitriades in 1986 (while at Michael Levine PR, then across the street from Lookout). Mary, bless her heart, surprised me with it when I saw her this past August in L.A…it’s something I will truly cherish forever.

With concerts coming back, today I reached into my pile of tour books of artists whose PR we’ve been lucky to handle. Along with the artists, road crew, managers, agents, accountants and other band handlers, we received these books at the start of every tour which list tour dates, hotels/amenities, etc. There’s a world of memories I tap into, and some drama too, when I look at these crown jewels from the #mitchmuseum.

For Schneider Rondan Organization, the fun continues as we still work with Ozzy Osbourne and Joe Perry.