Switching Gears

INTERVIEW BY LILY CLAYTON HANSEN | PHOTO BY ADRIAN MORALES

From the highways to the airwaves, a man in motion

How does one leap from saving lives in the back of an ambulance to a seriously influential gatekeeper role where they can make or break someone’s career? J.R. Schumann, Senior Director of Music Programming at SiriusXM, used his competitive nature to scale from medicine to broadcasting positions to literally dictating what millions of music consumers listen to daily.

Without any relevant experience or industry connections, he successfully transitioned from an unrelated career to working one-on-one with notable artists he grew up admiring as a fan. By keeping memories that made him who he is top of mind, Schumann has also remained humble. The dreaded imposter syndrome that often plagues people at his professional level is non-existent. Instead, he uses stories of his ups and downs to encourage others. Whether through coaching or public speaking, Schumann’s joy comes from playing a role in a team’s success and motivating others by sharing his “how I earned my stripes” moments (like barely making rent and sleeping in pay-by-the-night motel rooms). Propelling people forward, from championing young artists to finding fresh on-air talent, is also how he pays back all those chances even when he wasn’t ready. Despite his famously private reputation, when speaking with Edit, Schumann wanted to talk about those things that we typically don’t: how long hours, low pay, and sacrifice are simply a part of the road to success. However, Schumann is in no way bitter about his past, which is why you better believe we listened closely to his guidance. After decades of making sure to surround himself with the smartest people possible, he is now the one whose intellect is sought after.

SIMILARITIES BETWEEN EMERGENCY MEDICAL SERVICES AND RADIO?

There is definitely lots of stress in both fields. In EMS, it comes in short bursts, whereas working in radio feels like I am ‘on call’ 24/7. What I like about both industries is the constant change and using my creative problem-solving abilities. Medicine and radio are suitable matches for my action-oriented personality. I enjoy having my hands in a million different things at once.

CAREER CHANGE FROM CHAOS?

A lot of life and tragedy had happened before that transition; I had gotten married and divorced in a short amount of time. It seemed like my only constant was turmoil, so I decided to hit the reset button one day. I had always been fascinated by the concept of radio and thought that seems like something different and fun to do. I was fortunate that I was at a place in my life where I could move around a lot and jump from one job and city to the next. It wasn’t glamourous. In my first broadcast promotions job, I basically walked around handing out koozies.

It seemed like my only constant was turmoil, so I decided to hit the reset button.

SO…. YOUR CURRENT ROLE AT SIRIUSXM IS FAR FROM BORING?

Exactly. The audience is very much a “what have you done for me lately?” crowd. There is a constant expectation to present material in a fresh way to keep people’s interest. I got into radio, really, to be closer to music since I can’t play an instrument or sing. It’s just been so exciting to be such an integral part of the process, meeting emerging artists and then seeing them go on to have massive success. It’s also incredibly gratifying to be a connector. There’s no financial kickback, but pure gratification that comes from knowing I was a part of the creative process - even if it’s just introducing an artist and a producer I think will ‘click.’

WHAT DOES IT FEEL LIKE TO BE CONSIDERED A TASTEMAKER IN AN INDUSTRY WHERE YOU WERE PREVIOUSLY A FAN?

It’s crazy and sometimes doesn’t feel real. I still have a picture of myself standing next to Kenny Chesney as a teenager wearing an airbrushed Lorrie Morgan shirt at Fan Fair. My grandmother died in 2002, and I often wonder what she would think about me working directly with George Strait and Garth Brooks? But I have always been someone who sets out to do something and goes all in. That’s just the way I am, so I guess I’m not too surprised I ended up here.

I’ve also worked on projects for no pay and even at radio stations whose assets were suddenly seized by the IRS (leaving me without a job). My career has been great yet, as one of my favorite songs, “Love is War,” by American Young lyrics reflect, “Nobody hangs the hard times on the wall.” I think most people have that story. It’s so easy to look at someone’s life and think, oh, they’re so lucky because we don’t see everything they’ve gone through to earn what they have. Most of us have had to fight, scratch, and claw our way to the top. I have also been fortunate to be presented with opportunities I really shouldn’t have been. All I ever wanted was to create a reputation for myself that I could be trusted.

YOU ARE A TONY ROBBINS-TRAINED COACH AND FOUNDING MEMBER OF THE JOHN MAXWELL TEAM, WHICH DEVELOPS LEADERS WORLDWIDE AND NOW HAS GROWN TO 25,000 MEMBERS. ARE YOUR OWN STRUGGLES PART OF THE INCENTIVE TO HELP OTHERS BECOME BETTER LEADERS?

100%!! Early in my career, I felt the impact programs like theirs had on me and wanted to share them. As early as 17 years old, I came across Tony’s cassettes. For whatever reason, his message made sense to me, and I became literally obsessed with his principles as well as the leaders who had inspired him. Ten years ago, when John Maxwell started his team to create, train, and develop leaders around the world, I saw it as an amazing opportunity to impact other people’s lives.

YOU'VE CLAIMED TO ABSORB 25-30 BOOKS PER YEAR. WHERE DOES YOUR GREAT LOVE OF READING STEM FROM?

I was awarded the library cardholder who had checked out the most books one year in high school. If that gives you an idea of how cool I was, then - I don’t know what will, ha! I’ve always loved non-fiction that reads conversationally rather than like a textbook. Equally, I also love fiction for its ability to transport you to an entirely different time and place. There is always something new to be learned, and what better way to gain knowledge (other than through experience) than through a book?

WHAT ARE YOU READING NOW?

I just finished The Midnight Library by Matt Haig, which was incredible! Currently, I’m reading Thinking, Fast and Slow by Daniel Kahneman and Team of Rivals: The Political Genius of Abraham Lincoln by Doris Kearns Goodwin.

ANY OTHER "STAY SANE" INDULGENCES?

I’m a movie buff and often go to the theatre by myself. I also enjoy watching TV shows like Larry David’s “Curb Your Enthusiasm” or “Seinfeld,” which helped me create my world when I was on the air. They are fiction yet grounded in reality, which is my style of entertainment.

WHAT ABOUT PHYSICAL ESCAPES?

People tease me all the time about my adoration of cruise vacations. On one trip, I visited Cuba and can’t wait to go back! I like the location ‘buffet’ element of a cruise, which allows me to try out a bunch of different cities or countries to see which one I like best. Then, I go back and explore favorites later. This year I’m excited to be visiting the Cayman Islands. At home on weekends, I will almost certainly be on the golf course.

WHAT ELSE DO YOU LIKE TO DO TO DECOMPRESS?

I appreciate moments that I can be alone. Also, moving around as much as I have, I often only meet coworkers. I had to get really comfortable in my own skin and with entertaining myself. When I’m at home, it always seems like there is something to be done. It ranges from reading, writing, or working with my coach to keep moving forward.

WHAT DRIVES YOU MOST?

I’m very competitive and have always been inspired by people who’ve had tremendous success built from humble beginnings. My initial instinct is, ‘if they did it - so can I.’ Success, in many ways, is a drug and an easy addiction. In my experience, significance is even more potent than success because that means you are working towards touching as many people as possible. At that point, it’s no longer about you but rather a group of people winning together.

THE BEST PIECE OF ADVICE YOU'VE RECEIVED?

“If you’re the smartest person in the room, then you’re in the wrong room.” – John Maxwell.

FAVORITE INDULGENCE?

Gary Vee’s Monthly Wine Club, which sends you a text every day with a new bottle of wine available at a discounted rate. You just reply with the number of bottles, and they ship them to you. It’s brilliant - and pairs well with cigars, which I love.

CURRENTLY LISTENING TO:

Country music consumes my working life so after hours, I change it up. To unwind, I listen to the blues or Frank Sinatra. I’m one of the biggest Bobby “Blue” Bland fans out there!

NASHVILLE NIGHTLIFE NOTES?

My favorites are Bourbon Street Blues Bar in Printer’s Alley and Rudy’s Jazz Room for the music. The closest you’ll find me to a bar on Broadway is Loser’s (even though I refuse to stop calling it “Swingin Door.”). For my cigar fix, it’s Franklin Cigar in Cool Springs or Red Phone Booth downtown, usually with a Davidoff Late Hour or an Arturo Fuente Hemingway classic.

A night out, business meeting, dinner/drinks before a show…this will come as no surprise to anyone that knows me…it’s The Palm, almost every time.