Posted March 2017
Odds are pretty good that unless you’re a real music business geek (or a celebrity chef business geek), you have never heard of Shep Gordon.
I became aware of Shep many moons ago because I’ve been an Alice Cooper fan for over forty-five years and Shep just happens to be Alice’s one and only manager.
In 2015, Mike Meyers (Yeah, Mike “We’re Not Worthy” Meyers) produced a documentary about Shep entitled, Supermensch. The phenomenal response to the film is one of the reasons that prompted Shep to write his autobiography, They Call Me Supermensch.
The book and movie certainly delivered what I had hoped and expected with regards to stories about Alice Cooper. However, it was a real eye-opener because of the mountain of other accomplishments Gordon has achieved in his momentous career.
Chief of those accomplishments (at least, from my view) is the role of adoptive parent and grandparent. I don’t want to spoil the story in the book but let’s just say that Shep stepped up to the role and challenge in a huge way. The book is worth the purchase just for that story alone.
Suffice it to say, because of the movie and book, I requested an interview with the legendary
manager to the chefs and stars (now mostly retired), and Gordon was gracious enough to accept.
I called Shep at his beachfront home in Maui. If you watch the movie, you will see that it was a home that he bought for privacy, serenity, and entertaining. The views are spectacular and definitely seem to be key to Gordon’s Zen-like approach to life these days.
At the outset of our chat, Gordon shared the motivations behind writing his book.
“It was a combination of things. It was really sparked by being at an event and Anthony Bourdain coming up to me and introducing himself, telling me he had become a book publisher and not just for his own books with Harper Collins and he wanted to do a book with me. I loved his work. I didn’t know him but I’m a bit of a groupie. It sounded like an interesting path.
“That - combined with the movie - brought a lot of attention to me and it brought a lot of people sort of looking for answers. ‘How come you’re happy?’ How to be successful. How to be happy. Big questions that I certainly didn’t feel qualified to give an answer to but thought that maybe if I spent some time doing my own kind of exploration of my life, I would find common themes that I could pass on to someone that might help them.
“So that had sort of been in the back of my mind. Then Anthony Bourdain showed up and I said, ‘Okay, let’s take a crack.’ Sort of like seventy years of psychotherapy put into two years.”
And how long did it take to get it done?
“Yeah, it took about two years to vomit it up!” he said, laughing.
“Yeah, very much so. That’s what I meant by ‘psychotherapy.’ It really made me be introspective and find a lot of stuff about myself. Hopefully, some people can use it to help them.”
And the feedback from readers about the book has been enormous.
“Yeah, quite a bit. Sort of like you. They read it and ‘it really touched me and I’d like to talk about it.’ It’s had an impact.”
Many authors, when setting out to write about themselves, are surprised by the raw emotions and memories that are unearthed during the process. Shep Gordon was no exception.
“I got a much deeper appreciation of my father and how much of my life was sort of following in his footsteps. Things that I didn’t really realize beforehand but by writing the book I came to realize that he really sacrificed a lot to raise me and I sacrifice a lot to do what I do and never knowing why I was doing it.
“My dad died while I was fairly young and my mom passed away about twenty-five years ago. I think my dad was about thirty years ago, thirty five years ago. They each got to about seventy. I’m seventy-one. I think I was thirty-five when he passed away. Something like that.”
One of the many surprises in They Call Me Supermensch is learning that none other than Jimi Hendrix is the reason why Shep got into the artist management business.
“Yeah, in sort of a left-handed way but he introduced me to Alice Cooper. I was sitting around with him and the Chamber Brothers. They asked me what I was doing for a living and nothing I was doing was legal. Anthony Bourdain said that I was a ‘pharmaceutical salesman’. They were great customers but they wanted to know what did I do that was legitimate. I didn’t really do anything and Jimi said, ‘Are you Jewish?’ And I am and I answered him honestly and he said, ‘You should be a manager.’
“The Chamber Brothers were sitting there – a couple of them – Willie and Lester – and they said that they had a band from Phoenix living in their basement that needed a manager – Alice Cooper. And that’s how it started some forty-odd years ago.”
When I asked if he hung out with Hendrix anymore after that, Gordon replied:
“Not a lot. He was on the road a lot. Doing a lot of recording. Going over to London. So not a whole lot. Chamber Brothers were there a lot so we hung a lot more. And Janis Joplin was there. She ended up dying there. So, she was around.
“But everybody came in and out. I had Pink Floyd, Creedence Clearwater Revival, and Bob Dylan. Everybody. It was sort of the rock and roll hangout.”
The place Shep is referring to is the legendary Landmark Motor Hotel. Notorious for being Mecca for artists in the early days of classic rock, it is also where Janis Joplin passed away.
Typical of any major writing project, there are things that are planned to be included in the work that, for whatever reason, just doesn’t make the final cut due to having second thoughts about their importance or reader interest. Supermensch was no exception for Shep.
“Yeah, I think a lot of the things that didn’t make the cut were – and another part of the effect of writing the book had on me – was maybe some of the things I was holding as anger I had let go. When I saw them in front of me, I realized it was a petty anger and let it go.
“And, then, there were a few things that Legal cut out of the book that I can’t actually talk about; people who are still living I felt needed to be exposed but I just couldn’t do it legally. It’s part of the reality of living in our world.”
I’m a huge Alice Cooper fan and have been since I was around eleven or twelve years old. I say that I was a fan then. I think that it was actually a scared and morbid fascination with all the Cooper did in those early days to push the envelope rock performance. All that said, I asked Gordon what the least known or understood thing was about Alice.
“What a good lyricist he is. I would say that he gets the least amount of credit for that. He’s really a great lyricist. It comes to him really fast. It’s amazing. I’ve never seen anybody write as fast as him.”
Readers will be fascinated in reading about all the huge names Shep knew on a personal level and/or managed. It reads like a Hollywood “Who’s Who” - people like Groucho Marx, Salvador Dali, and the Dali Lama. As a kid growing up in New York, knowing and working with the rich and/or famous was never in his plans.
“It was never on my radar screen at all which I think helped me in the beginning stages of my career because it was never on my radar screen at all. As I became immersed in my business, I found myself becoming more and more of a groupie. I’m really attracted to power and wealth. I think part of it is the fool’s gold aspect of it. But part of it is most of the people who get above the crowd got there for some reason. So, they become real interesting personalities and a lot of them I always felt that I could learn a lot from.
“But I definitely, in my younger years, could not care less about celebrity. I’m definitely a victim of the times because now I see myself always attracted to fame and power.”
When I shared that my experience in interviewing celebrities has pretty much been a positive one, Shep added:
“We’re all just people. In the end, we’re all just people. It doesn’t matter who you are. The same thing happens in a super market. Seventy percent of the people checking you out are nice and thirty percent are, ‘What did I ever do to bother you?’ It’s a human condition more than an entertainer’s condition.
“I think entertainers have a different set of things where they’re different. The way they touch and feel the world is different than a lot of people because, usually, if they’re successful, they have people who touch the world for them. So that part, maybe, becomes a little different. A little different sense of reality.
“But, as far as the basic core of humans, they all wipe their ass . . . if they’re still fortunate enough to be able to do it,” Gordon said with his trademark laugh.
I often ask people in interviews how they would fix the music business if they were made Music Czar – assuming that it needs fixing. Gordon’s response surprised me.
“Nah, I don’t think it needs fixing. It is what it is. The Grammy show will probably be the most watched show in the history of the Grammy’s, like it is every year.
“Part of music is if the old people like it, the young people don’t and if the young people like it, the old people won’t. What needs fixing in an art form is a very qualitative question. It’s in the eyes of the beholder . . . in my opinion. I know there’s a wide held belief that music is not as good, it’s not as successful. I don’t feel qualified to say that.
“I went to see the play, Hamilton. It was just as valid as a Broadway play. It had songs that I wouldn’t call a song. But to my kids, those are songs. One of the main raps that I hear from fellow people in the business my age is that there’s no more songs. It depends on how you define a song. There’s no more songs as we know them. That’s sort of my feeling. It’s sort of a young people’s game to vent and an old people’s game to enjoy.”
Shep Gordon is primarily known for being an artist manager representing not only Alice Cooper but also Anne Murray, Blondie, Teddy Pendergrass, Luther Vandross, and others. However, many readers will be surprised to learn that he is also credited for making the celebrity chef world what it is today. When I asked what the differences or similarities are between the music and culinary worlds, Gordon said:
“I think they’re almost exactly the same. In the end, they all do the same. The culinary art form is so developed. It’s great artists the same way that I think Alice is a great artist. I think Emeril Lagasse is a great artist on many levels.
“For Alice it’s lyric writing. For Emeril, it’s recipe writing. For Alice, it’s on the stage. For Emeril, it’s in front of the camera. They both have to play their hits all the time. If Alice does a concert and doesn’t do “School’s Out,” his audience would be really disappointed. If Emeril didn’t do some Cajun dishes, his audience would be really disappointed.
“They also have to invent new stuff. If Alice didn’t write new material, he’d become a thing of the past. Same thing with Emeril. Gotta write new recipes. They both spend the afternoon in their street clothes. Show time comes, Alice puts on his uniform and Emeril puts on his whites. Alice gets the band together and says, ‘You know, last night, I’d like to hear the guitar part here a little longer; maybe you could hold the bass down there and I’m going to do one lyric.’ Emeril gets the chefs together and goes, ‘You know, guys, last night there was little salt in that fish and I really want that potato cooked another thirty seconds.’ And, then, the show begins. Alice hits the stage. Emeril hits the kitchen and they, hopefully, make their customers happy and go home. You know, it’s really the same kind of thing.
“What the chefs didn’t have when I got started was any way to touch their fans outside their kitchens. So, think about if there weren’t record players, radio stations, or arenas, Michael Jackson would be a wandering minstrel. Just like Emeril had one restaurant. It was the invention of the record player and radio and TV and all these outlets that allowed them to touch their audiences. T-shirts with their names on it. That’s what I did for the chefs. All they had was one restaurant.
“I got the TV Food Network on the air and I got them selling pots and pans and doing videos of their cooking and selling cookbooks – ways that an Emeril Lagasse fan didn’t have to be in a hundred seat restaurant to be a fan and to live part of the experience. He sells spices. He can make his recipes.
“And now they’re starting to get remuneration at the level of rock stars. Emeril gets three or four hundred thousand dollars some nights to do big parties just like U2 gets paid fortunes to do their thing. Emeril is making a fortune on QVC just like the artists are making their money.
“So, to me, it was very obvious. They were great artists just like musical artists. They just happen to be culinary artists. They did exactly the same thing. They just didn’t have a way to touch their audience.”
And what does Shep hope people take away from the movie and book?
“My first reaction to the question is that I don’t really care. The movie wasn’t my thing. It was Mike Meyers. I never really did it for a reaction. The book, I think more personally, I hope that people take away the fact: live your life. You’re gonna die. Everybody’s gonna die. Live your life and be proud of what you do. You can do it the right way and be successful and be happy. I hope that comes through.”
As for what is on Gordon’s work radar for the next year or so, he says:
“I don’t really know. I’ve never really been a planner. I know I’m going to continue with Alice. It’s like a body part. He’s at a point in his life where he really is enjoying being on stage. He loves his band. I think he’s doing a hundred and ten dates this year.
“Next year I think that we’re doing some things with the Hollywood Vampires, which has been a lot of fun to put together and work on. I just see a lot of charity stuff and projects. I’m starting to do some talks. I’ll be speaking in Orlando and speaking up in Carmel. It’s nice. It gives me a chance to interact with the audience and let them ask questions about the book. I feel very comfortable in giving answers.”
As we wrapped up our chat, I asked Shep Gordon what I often ask people who have been in the business for a long time like he has. How does he want to be remembered and what does he hope his legacy is?
“No idea. That he was a good cook and a great grandpa. I loved people. I sorta do what I do for me so I don’t really think about things in those terms. I just hope that it’s not a big funeral that people have to travel to.”
If you haven’t done so already, you will definitely want to order Shep’s book, They Call Me Supermensch. Heck, while you’re at it, order Mike Meyers’ Supermensch. Both are well worth the investment and are fascinating to devour.
After you’ve read the book, try to start living life with “coupons” (you’ll know what that means when you read the book).