Shelter Music Group’s Tyson Haller on Seether, Jelly Roll and the Ineffable Power of Music

Where you grew up and where you live now.

I grew up in St. Louis, Missouri, and now live in South Orange, New Jersey.

Your first musical memory.

As far back as I can remember, my uncles would always get together at family events or on holidays and sing John Prine songs. It still happens to this day.

Your first gig.

My first gig was going with my mom, aunt and cousin to see Air Supply when I was about 5 or 6 years old. I fell asleep halfway.

Your favorite bands/musicians.

My favorite musician is David Bowie. He was just the coolest, and he always reinvented himself, but remained edgy throughout his career. My favorite band is New Order. They were at the forefront of electronic music, which solidified my love of the genre, and they impacted countless other bands after them.

How do you get your music these days.

I use Amazon Music around the house with the Sonos app on my phone, then Spotify when I’m on my laptop or in the car.

Your favorite place to see a concert.

I think Bowery Ballroom in New York is my favorite place. You always know you’re going to see something big and exciting there.

Your favorite music video.

The “Bitter Sweet Symphony” Verve immediately comes to mind. It’s a simple video, but very captivating. You feel drawn to watching everything.

Your favorite music-focused TV show and/or podcast.

My wife introduced me to the Nile Rodgers Deep Hidden Meaning podcast, where he talks to songwriters and they tell some kind of story behind the music on some of their greatest hits. It’s super interesting to hear where a melody comes from or how the lyrics come together from an idea or a personal experience.

A recent project you are proud of.

As head of promotion at Concord, it was exciting to be part of the team that helped give Seether his first streak of three consecutive No. 1s at Rock Radio. The band had released a great album with a ton of killer tracks, and even though they couldn’t tour during Covid, they were very committed to supporting the radio campaign. They were very open to working alongside the radio team to set up creative promotions with stations that helped take each single to the top. Now I work for their management company!

Someone else’s project you admired recently.

It was great to see all the success Jelly Roll has had lately. The fact that BMG was able to have success with him on rock and country radio is really impressive, and it’s like he’s creating his own genre. And aside from the music, it also has a really moving story that I think touches a lot of people. The fans want him to succeed!

How musicians should approach working with brands.

I think it helps musicians find brands that they connect with and that mean something to them. If they’re aligned with a brand in this way, they’ll feel more comfortable embracing the relationship and hopefully developing a long-term connection that can last a career.

How brands should approach working with musicians.

Ultimately, musicians are artists and they have a vision of how they want to present their art to the world. If a brand can speak to them in these terms and achieve a common vision of who they want to reach, it can become a symbiotic relationship where everyone is a winner.

What music can do that nothing else can.

Music is a universal language that connects with people of all backgrounds and nationalities on an emotional level. A great song can put into words or music something we already feel but couldn’t say ourselves. I think we find it comforting to know that other people are feeling what we’re feeling or going through something that we may be going through too, whether it’s good or bad.

What you would be doing if you weren’t in the music business.

My other career dream was to be a pilot. As exciting as that still sounds to me, I don’t think I have the stomach for it. I’m coming off a roller coaster these days and it takes me a second to find my composer.

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