For the past 20 years Dale has been fortunate to earn a living doing what he loves, producing Music. Although he played trumpet and piano in high school what he always wanted to do was work in a recording studio. In the mid 80’s he scored a gig as an engineer at the world famous Mushroom Studios in Vancouver, lending him the opportunity to engineer sessions for many gifted producers many of whom he now considers mentors. Dale prides himself on having the ability to identify and develop hit songs and capture passionate heart felt performances.
Dale is the driving force behind Paradise Alley Productions, a combination production/artist development concept. Countless projects have benefited from Penner's production, including; Nickelback's The State (Roadrunner) certified gold in America, platinum in Canada and scored 2 Billboard Top Ten singles with Leader of Men and Breathe. Dale received the "Producer of the Year" award at the West Coast Music Awards for his work on Holly McNarland's (Universal) platinum selling "Stuff". Dale is also credited with introducing Holly and Nickelback to the U.S. major labe A&R community. This resulted in major label deals for both artists Montreal based Jonas’ who's Penner produced debut has been certified “gold” and was nominated for "rock album of the year" at the 2006 Junos.
Some of the other artists Dale’s been fortunate enough to work with include: Brad James, The Joys, 40 Sons, Palmerston, Bela, Starcode, Econoline Crush, The Matthew Good Band, The Winefield, David GoGo, Grimskunk, Sass Jordan, Long John Baldry, Joey Santiago (Pixies), Jamie Walters, KD Lang, Jimmy Barr (Portishead), Helix, Barney Bentall, superGARAGE, Valdy, Loverboy, The No No Spots and many many more.
Besides producing, he has many other irons in the fire, and prefers it this way. Paradise Alley’s Production Artist Development/Management Department is currently working with two fantastic artists, Hamilton’s Brad James and Winnipeg artist Take Me to the Pilot. Additionally, Penner’s Severe North Music viral marketing company, concentrates on cutting edge distribution and marketing for music and bands.
Despite exposure to a very cut-throat business, Penner looks at things the way one might expect from a southern Manitoban with humble beginnings. "I consider myself very fortunate making a living doing what I love, and at the same time working with some amazing artists who are — and will be — a part of Canadian music heritage."
