Speaker Highlight: A Conversation With Danny Klein – Creative Director of SPIN and Visionary Behind Robot Sunrise
Klein will be moderating a panel at Winter Music Conference 2025
‘Visual Storytelling For Artists: Crafting Your Authentic Brand Identity’
📅 Wednesday, March 26 | 4:30-5:30 PM
📍 WMC – The Groove Room
🎟 Register now at WINTERMUSICCONFERENCE.COM
A common thread among the illustrious speakers at Winter Music Conference’s 35th anniversary is their diverse and multi-talented skillsets. Look no further than producer, multi-instrumentalist, and branding expert Danny Klein as the perfect example of this. As the creative director of SPIN and the visionary behind Robot Sunrise—a multi-media melodic techno project currently on tour with Gareth Emery’s LSR/CITY moniker—Klein specialises in the intersection of music and strategic mass communication. With his vast, dynamic expertise, he’s the ideal moderator for the WMC panel ‘Visual Storytelling For Artists: Crafting Your Authentic Brand Identity.’
Ahead of WMC this week, Klein talked to us about his eclectic experience (which includes civil rights law, advertising, and music), how he juggles so many different projects, and what we might be able to expect from his panel.
Tell us about your background
Danny Klein: It’s definitely a mixed bag. I’ve always had music in my blood. I think I tried to write my first songs at age 3. I always knew it was my destiny. I also grew up in my dad’s ad agency, so I had always been fascinated with branding and graphic design as well. Later in life, I got really inspired by some civil rights law classes I took as an undergrad, and ended up going to law school and practicing for a couple years, helping with civil rights advocacy at night and on weekends. Then I made the jump to an open ad agency in NYC, where I also joined a band and started performing live. From there, I evolved my sound into what it is today with Robot Sunrise.
Through the story and message of Robot Sunrise, I’m still channeling the human rights/civil rights ethos from my former legal work. Last November, I put on the Robot Sunrise Experience – an experiential concert that combined techno, orchestral elements, and interpretive dance to tell an immersive story about a futuristic robot race fighting for liberation against their oppressors. That was really fulfilling. At the same time, through my work at SPIN, I’m able to keep the creative/branding side alive.
How do you balance your work as the Creative Director at SPIN Magazine with your music career as Robot Sunrise?
DK: The work at SPIN is super motivating. I see what the world’s top artists are doing from a different perspective. So it all just feeds into the same focus, and a lot of times there ends up being a ton of synergy between both worlds. It also makes me super happy when I can help collaborate with a fellow artist on their look/message, and especially when I can help them reach new audiences through an editorial piece or event.
You’re currently touring with LSR/CITY (Gareth Emery) – how has that been?
DK: It’s been a dream. … What Gareth Emery, Annabel, Kassy Ruimy and the whole team are up to with LSR/CITY is beyond what anyone anywhere is doing, which is saying a lot given the level of audio/visual production in venues these days. Aside from the fact that the presentation, performance and technology are unique only to LSR/CITY, they’re doing it in different venues each night. So they have to adapt on the fly and meet a whole bunch of challenges that other fixed venue productions don’t have to worry about.
The team has been super inclusive and giving in every way imaginable, too. They’ve included me and VisonV in their official afterparties, which has allowed us to play in some legendary local clubs, in addition to the bigger halls and stadiums we’ve played at for the main events. Best of all, the energy is just pure rave/community vibes, so it’s all become one big family.
You’re moderating a WMC panel titled “Visual Storytelling For Artists: Crafting Your Authentic Brand Identity.” What will your approach be to shepherding the conversation? What kind of topics do you want to hit / hear from the panelists?
DK: I’m super excited to hang with this epic collection of visionaries – which includes Eddie Sears, EVP of Creative at Republic Records, the incomparable artist HAYLA, and some genius creative direction and branding experts in Elyn Kazarian and Hallie Halpern. We’ll be covering a lot of ground that will result in some pretty deep storytelling, but also should help guide fellow artists, creatives and industry folks in ways they might not have anticipated.
I’ve been connecting with the panelists to get a sense of the questions/topics that resonate with them, which cover a ton of ground – from their wide range of experiences, common mistakes/pitfalls, balancing authenticity with strategy, the ins and outs of their processes, and so much more.
Tell us about your dance music journey.
DK: I started my journey as a vocalist in electro-leaning bands, and after a while I realized that I really loved processed / sampled beats because you could control the sound design and always rely on that sonic profile backing you up on stage and in the mix. My first real intro into dance music was when I collaborated with GRAMMY-winning hip hop artist Really Doe on his debut album. Our track, which had a strong dance vibe, ended up being one of the main singles on the album. We did Jimmy Kimmel Live!, played at what-was-then the STAPLES Center, etc. I then had opportunities to co-write with GRAMMY-Nominated act Telepopmusik and house legend Robbie Rivera through my electronic duo with Doll Machine, called Dreamfreak. We had a single signed to Astralwerk, which was a huge milestone because I had always aspired to do a release on that legendary label. Now, as Robot Sunrise, I’m with True Management under Mikey Made (Off the Grid) and am releasing tracks on SPIN Records / Greater Than Distrib / Virgin Music Group, so it’s all kind of coming together. Now it’s all about continuing to hone in on my sound, live sets and DJ sets so it all keeps evolving.
Why is a conference like WMC so important to aspiring dance music artists and industry professionals?
DK: I think it’s just really cool to hear about people’s journeys. Their stories, challenges, and dreams. There’s so much relatability. It can also bring people opportunity, mentorship, community and, most importantly, inspiration.
📣 Don’t miss this crucial conversation! Join Danny Klein at WMC for an Essential Conversation on Artist Brand Identity 🎶✨
📅 Wednesday, March 26 | 4:30-5:30 PM
📍 WMC – The Groove Room
🎟 Register now at WINTERMUSICCONFERENCE.COM
