How Steve Rowland Produced the Real Rodriguez on “Coming from Reality”
By Mark Worth
One of the most noteworthy final albums ever recorded might never have been made had Steve Rowland not been sitting in the London office of music publisher Freddy Beanstalk one day in the summer of 1970.
Rowland looked on Beanstalk’s desk and saw a copy of an album hardly anyone had ever heard of, by a singer-songwriter from Detroit who was just as obscure. Rowland borrowed Cold Fact and listened to it.
“I said to Freddy, is this guy Rodriguez gonna do another album? Because if he is, I’d like to get in line and be the producer. I really, really am into this,” Rowland recalls telling Beanstalk.
“Freddy said, ‘Be my guest, man, because nobody’s really interested.’ I said, well, I don’t understand that, because this guy is great.”
That fall, Rodriguez was on a plane to London. Within three weeks of meeting him for the first time, Rowland had put together Coming from Reality, Rodriguez’s second and final record. The closing track, “Cause,” was the last song Rodriguez would ever record for an album.
Rowland, who has produced more than 20 albums and dozens of singles that span the musical spectrum, says “Cause” is the saddest song he’s ever heard – sad enough to have made his girlfriend at the time, actress Sally Farmiloe, cry when she heard Rodriguez record it in the studio.
Forty years later, “Cause” nearly brought Rowland himself to tears while being interviewed for the documentary Searching for Sugar Man. The profile of Rodriguez elevated to international fame the near-destitute construction worker whose two albums were total failures in the US, only to learn nearly 30 years later that he was a superstar in South Africa whose anti-establishment lyrics helped bring down Apartheid.
The “Cause” scene is one of the Oscar-winning film’s most lasting moments: Rowland, sitting in his home in Palm Springs, California, plays the song for filmmaker Malik Bendjelloul. Rodriguez’s opening line – Cause I lost my job two weeks before Christmas – visibly stuns Rowland as though hearing the song for the first time. He manages only to shake his head and say, “Oh, man…”.
After collecting himself, he explains that Rodriguez was dropped from his record label shortly after Coming from Reality was released in 1971 – “as if premonition,” Rowland says, two weeks before Christmas.
A song that is held between happenstance and genius, “Cause” has become the five-and-a-half-minute, 239-word anthem for the improbable, almost impossible story of Sixto Diaz Rodriguez.
Setting Sail into a Teardrop
The 10 tracks on Coming from Reality were recorded in the fall of 1970 at London’s Lansdowne Studios, which has also hosted the likes of John Lennon, Maynard Ferguson, Rod Stewart, Sex Pistols and Rowland’s own band, Family Dogg. The studios had been installed inside a former underground squash court with thick walls 20 feet high.
“When the studio was built they didn’t tear those walls down, so the sound in that studio was completely original. You would get a sound that nobody else had. Lansdowne was known for that,” says Rowland. “It provided the overall ambience of the whole album, and you can hear it especially on ‘Cause’. There’s a majestic quality to it, and it comes from that studio.
“I suppose today, with all the digital stuff, you could probably re-create the sound. But nothing is as good as natural.”
Lansdowne, since closed, wasn’t far from Abbey Road Studios, where The Beatles recorded their final album track a year earlier. “The End” evokes emotion with hope: And in the end, the love you take is equal to the love you make. “Cause” does it with despair:
Cause they told me everybody’s got to pay their dues
And I explained that I had overpaid them…
So I set sail in a teardrop and escaped beneath the doorsill
Cause the smell of her perfume echoes in my head still
It was lyrics like this that moved Rowland to produce “Cause” and the rest of Coming from Reality in a way that completely went against the grain during that era.
With the advent of concept albums and new technologies – not to mention lavish studio budgets – many bands would spend months or even years working on a record. Instrumental tracks were obsessively laid over each other to the point that the instruments drowned out the vocals. An experienced actor who placed a high value on the spoken word, Rowland made sure Rodriguez’s lyrics stood out from the music – so that every word was discernable.
“We tried to get a dramatic effect without overpowering the vocal. That’s so important. Because for my money, good production is: less is more.”
The only music that can be heard on “Cause,” in fact, are Rodriguez’s gentle picking and strumming on his converted, hollow-sounding classical guitar, and a simple, undulating string arrangement composed by a young violinist named Jimmy Horowitz.
“We worked a long time on ‘Cause’. The strings were written and recorded to match Rodriguez’s vocal,” Rowland said. “He seemed to be completely thrilled with what was coming out. He loved those arrangements.”
The strings are orchestrated to coincide so closely with Rodriguez’s lyrics that they can actually influence how you hear the song. Horowitz’s arrangement begins to soar lightly just as Rodriguez sings the line, And give a medal to replace the son of Mrs. Annie Johnson. The gently rising strings conjure the first glimpse of a sunrise, so subconsciously you may hear sun instead of son. The orchestration and melody reach a calming resolution, as though the sun has finally climbed above the horizon.
After this moment passes, you realize what Rodriguez is saying. The government gave Mrs. Johnson a medal because her son had been killed in the Vietnam War.
“Rodriguez is saying it in a sardonic tone, but it’s a front for how he really feels. He’s being very sardonic and cynical. Yeah, give a medal to a mother for the son she lost in Vietnam,” says Rowland. “What he’s really feeling is: how can a country do something like that? The country had no feeling for the actual person himself.”
The juxtaposition of the music and the message brings more power to both. “The arrangement is the complete opposite of the lyrics, and that’s how we looked at it,” Rowland said. “Rodriguez loved it, and it worked.”
Drowning the Sun
The son of a film director and great-nephew of MGM studio head Louis B. Mayer, Rowland was a teen star during the 1950s, appearing in TV’s Bonanza and The Rifleman, and a number films including Battle of the Bulge and the original The Thin Red Line.
After crossing over into music in the ’60s, he went on to produce a string of hit acts including Jerry Lee Lewis, The Pretty Things, P.J. Proby and the British pop band Dave Dee, Dozy, Beaky, Mick & Tich, which charted 13 Top 10 hits. Rowland discovered Peter Frampton and The Cure, worked with Elton John when he was a young session pianist named Reggie Dwight, and had a hit single with his band Family Dogg – the choralized, minimalist “Sympathy.”
It would take an effort on the scale of producing Coming from Reality to overshadow what Rowland achieved at Olympic Studios in London the previous year. In September 1969 he was producing Proby’s album Three Week Hero when Robert Plant, Jimmy Page, John Paul Jones and John Bonham played on the psychedelic-tinged “Jim’s Blues.” It was the first occasion all four members of Led Zeppelin, then known as the New Yardbirds and barely into their 20s, performed together in the studio. Days later, they began recording their eponymous first album.
Though he had worked with many musical greats and was himself a top-selling performer, Rowland was aware that the unknown but sheerly gifted Rodriguez would present him with a new set of creative openings and tests.
Rodriguez arrived in London with his manager/girlfriend at the time, Rainy Moore. (The story goes that the album was named spontaneously when Moore was asked where Rodriguez was coming from.) At that first meeting, Rowland remembers, both he and Rodriguez were on guard.
“I was apprehensive about the whole thing because I wanted to do the album so badly. I wanted to make sure that he believed in me as a producer. But when we started to talk, he was very shy, quiet, very introspective. He’s an intellectual. He thinks before he speaks. He’s not a guy who is outgoing. I guess he was trying to suss me out as well.”
Despite having worked and crossed paths with Elvis, Marilyn Monroe, Henry Fonda, James Dean and many other legendary figures, Rowland confesses he was star-struck by Rodriguez.
“We as artists and creators have our heroes, too. And we get just as awe-inspired by our heroes as people who aren’t in the business get inspired by big movie stars or rock stars or sports stars,” says Rowland. “And when you meet them, you know, it’s always overwhelming. Well, that’s how it was for me with Rodriguez, because I really, really was into the way he was writing. I was into the way he thought.”
Within a day or two, when Rowland and Rodriguez began going through the songs together, the barriers fell and the two began an intense collaboration. “I said when we were in the studio, let us – in music – show the guy’s soul. Let’s show what this man really is,” says Rowland. “How can I make this guy felt in the music? That was my main objective. How can I get people to feel him?”
In “Cause,” Rodriguez reveals his soul through wrenching lyrics about lost loves, despondent friends, resignation and drugs:
While the rain drank champagne / My Estonian Archangel came and got me wasted
Cause the sweetest kiss I ever got is the one I’ve never tasted…
Cause I see my people trying to drown the sun in weekends of whiskey sours
Cause how many times can you wake up in this comic book and plant flowers?
Rowland, in a way few others have, came know and understand the aloof Rodriguez, the son of Mexican immigrants who earned most of his living demolishing buildings and who reportedly lives in the same broken-down house he bought in the 1970s for $50.
“Sadness can be contained within a whole life of a person, and even some of the happiness that a person remembers in that life makes them sad as well, because it’s no longer there for them,” Rowland said. “This is how I approached Rodriguez. Because I felt, you know, here’s a guy, he lives in Detroit, which is not what you would call a paradise of the world. It’s a hard life in Detroit, and he’s lived in the same house since he was a young guy. He’s seen lots of ups and downs – probably mostly downs.”
Take Rodriguez’s lyrics, which alternate from rebellious to playful to despondent to romantic. Lay on top of this a life story that embodies these lyrics. Now, form all this into songs with melodies and structures that don’t cheapen any of it. For Rowland, producing Coming from Reality was more than a creative exercise. This became a personal responsibility – even a duty to the artist known as Rodriguez.
“I did put a lot of myself into it because I was really knocked out by what he was talking about. I believed in it that much. But actually,” says Rowland, “because I believed in him so much, nothing we did was challenging. It just flowed. I could hear it in my head.”
Perhaps because Rowland could visualize the sound and feel of the album, no song needed more than two takes to get right. The entire album was recorded in about 10 days.
It was 10 days that pushed Rowland to create something that lived up to his image, his idealized portrait, of Rodriguez.
“I wanted to make sure…,” said Rowland, pausing, “It was very important to me that I did the best I could with this man, and that I brought out everything that I saw and felt in the way he writes and sings – that I could bring that out in the record. Each one of those songs was made to give a feeling to Rodriguez. It had to be real, and I would do it again today the same way.”
Mark Worth is an American journalist and public interest activist living in Berlin. His family roots are in Detroit.