Robert Philip Orlando (born January 11, 1958), also known as Bobby Orlando or just Bobby O, is an American record producer, indie record label owner, songwriter, and musician. He is regarded as an innovator in the hi-NRG genre for developing his signature sound; utilizing a "powerful beat" and "new wave-style" vocals with the help of a "heavy [synthesizer] bass," synthesizers, piano, guitars, cowbells. Early life The son of a suburban New York schoolteacher, Orlando declined a classical music scholarship to pursue his then current musical interest, glam rock. In the late 1970s, his professional interests turned to disco and shortly thereafter, he established his own record label, "O" Records. Music career Bobby Orlando has been active as prolific music producer, songwriter, musician, and record label impresario. During the 1980s he produced, composed and performed on hundreds of music productions that he released under various record labels, including "O" Records, Bobcat Records, Memo Records, Telefon Records, MenoVision Records, Beach Records, Plastic Records, Eurobeat Records, Obscure Records, Beat Box Records, Riovista Records, Intelligent Records, Basic Records, Knowledge Records and others. In the late 1980s, at the peak of his success, he stopped being active as a producer. Orlando is credited as one of the founding fathers of hi-NRG dance music. His productions are easily identifiable by their dense synthesizers, rolling bass lines, and resounding percussion. He has played multiple instruments on his tracks including electronic keyboards, guitars, bass, synthesizers, drums, piano, assorted percussion, trumpet and saxophone. The ringing cowbell percussion lines and robotic sequencers heard in "She Has a Way", "The Best Part of Breakin' Up" and "Native Love (Step by Step)" have been described as defining his trademark sound. As a solo artist, Bobby O scored hits with tracks "She Has a Way", "How to Pick Up Girls", "Suspicious Minds", and "I'm So Hot for You". He created his project concept the Flirts, to further front his performances as an artist, musician and songwriter. With an ever revolving roster of female session singers and models, Orlando churned out the hits "Passion", "Danger", and "Helpless". His association with underground film star Divine resulted in classic club anthems "Native Love (Step by Step)" (featuring Orlando's voice in the chorus), "Love Reaction", and "Shoot Your Shot". Orlando also produced The Fast, later to be known as Man 2 Man. When Neil Tennant, then an assistant editor at Smash Hits, and later a member of