Uncle Ryano: How a Country Music Veteran is Shaping the Future for Indie Artists
After more than three decades of touring, writing, and producing, Ryan R. Reynolds—known as Uncle Ryano to fans—has built an enduring legacy in country music. But for Uncle Ryano, it’s never been about awards or headlines. “You’ve always been the star of my show, the person in my song,” he says, emphasizing that every note is dedicated to those who’ve supported him along the way. Inspired by the encouragement of Billy Ray Cyrus and the steadfast support of his wife and daughter, Reynolds has returned to music with a renewed sense of purpose: to create and share his sound for the audience who has been there through it all.
Now, Uncle Ryano is turning his attention toward nurturing the next generation of artists through Bottle Rocket Records, his platform for helping emerging talents forge their own paths. His work spans collaborations with icons like Toby Keith, Johnny Cash, and Willie Nelson, and his songs have been featured on shows like NCIS and Grey’s Anatomy. In December at the Texas State Songwriters Championship, he will document the event for his own project, using his experience and platform to elevate the voices of tomorrow’s stars.
“Since I left and came back it’s so much easier now. It’s so much easier it’s harder.”
Uncle Ryano reflects on the early days of his music career, when the road to success was far from glamorous. He remembers loading gear, driving for hours, and performing in smoky venues for just $50 a gig. Recording studios, he says, still had shag carpet stained with cigarette smoke, and their coffee pots were practically "condemned." Touring was a logistical challenge—artists had to print thousands of flyers by hand, posting them on windshield wipers, telephone poles, and bulletin boards in hopes that someone would show up. Today, the landscape has shifted dramatically. “Now they don’t have to leave their mom’s house,” he says, pointing out the ease with which music can be shared with the click of a button. Now, from the comfort of his own home, Uncle Ryano is recording music across three different states.
Despite the ease of sharing music, the modern music industry still faces challenges. The low pay rates from streaming platforms like Spotify have long been a hot topic, and Uncle Ryano is no stranger to the frustrations that come with it. Recently, Spotify removed his entire album, Voices In My Head, after claiming the majority of the streams were artificial, even though the album had made impressive chart placements like #28 on the Indie Top 100 and #131 on the Mainstream Global 200. “Spotify didn’t want to pay me,” he states, adding, “I don’t shut up and sit down due to a corrupt system.” To fight back, Uncle Ryano and his long-time friend Barry Coffing are developing their own streaming platform, one that promises to pay artists a fair rate and restore integrity to the system. “The pay will be 12 times more than the average rate.” Though the app’s release has faced setbacks, they aim to launch it by early 2025. Uncle Ryano is committed to changing the game for indie artists, proudly declaring, “We’re coming and Hell's coming with us.”
In his view, the music industry often forces artists into an artificial box, chasing trends and formats instead of creating their own path. “Artists create the format, they don’t chase it,” he says. The pressure to keep up with shifting trends can leave artists always playing catch-up. Uncle Ryano believes in a more organic approach to success—one where artists focus on their craft and ignore the industry's pressure to conform. His live performances are a reminder of the power of music to connect people on a deeper level. He describes the experience as "spirits touching spirits," a way for him to recharge and reconnect with his audience. He admits that, at times, the business side of music has separated him from that authentic connection. But now, he's focused on returning to his roots and helping the next generation of artists navigate a system that often feels more like a machine than a community.
“Every wrong turn takes you where you are meant to be.”
A writer at heart, Uncle Ryano is passionate about helping others develop their own creative voice. He believes that anyone with the initiative to create has the potential to succeed. He’s excited to contribute to Springboard Music Fest, a seminar designed to help emerging organic artists hone their skills in areas like branding, touring, and app development. “I would like to do two in every state,” he says, determined to give back to the indie music community that shaped his own journey. Through these initiatives, Uncle Ryano hopes to empower artists to stay true to their vision and carve out their own path in an industry that often feels driven by artificial forces.
Uncle Ryano’s journey is a testament to resilience and the power of staying true to one’s artistic vision, no matter the challenges. From the gritty, smoke-filled venues of his early career to his current efforts to reshape the music landscape, he remains committed to supporting fellow artists and ensuring they have the tools and platforms to succeed on their own terms. Whether through collaboration with a new streaming platform, his involvement in the Spring Music Fest, or his ongoing dedication to live performances, Uncle Ryano is not just looking back at his own achievements, but forward to a future where the next generation of musicians can thrive in a more authentic and fair industry. His message is clear: the road may be tough, but as long as artists stay true to themselves, every wrong turn will eventually lead them exactly where they need to be.
