Though Schinman may not be a household name, his work is entrenched in pop culture. His New York–based consulting company does everything from matching celebrities with companies in need of stars to pitching their products. The company also licenses music and secures brand placements for more than 20 Fortune 500 companies, including Motorola, Cingular, and Pepsi. “Platinum Rye is the Wal-Mart of the entertainment world getting the job done with the best person at the best price,” Schinman says. 

The unassuming New Jersey native finds solace in the home he bought in the Llewellyn Park section of West Orange, not far from where he grew up in South Orange. He describes his childhood as “living in a Norman Rockwell painting.” He says that while his life can get pretty crazy, his home provides a perfect oasis— close enough to New York City to make the commute a breeze, but far enough away to make him feel like he is getting away from the high-stress scene.

“I can feel my blood pressure go down as I come through the gate of the Park,” he says. “I always leave the city on the weekends. Family is very important to me, so I’m home a lot. When everyone is going to the Hamptons, I’m coming to New Jersey.”

Schinman admits that he is a tireless worker, but credits his loyal staff and his ability to balance his professional and personal life with keeping him sane. Friends, colleagues, and clients regularly marvel at his drive and attention to detail. “I have never worked with anyone who is as passionate about the business they are involved in as Ryan is,” says Platinum Rye Entertainment managing director David R. Weiswasser.  “It’s like he is working 24 hours a day. But his love for what he does always shows.”

Schinman has always had a knack for making deals. When he was 16 years old, he traded in his impressive collection of baseball memorabilia for a car. At the ripe old age of 20, as an undergrad at  the University of Florida, helped out a friend.

It wasn’t cramming for a calculus exam; Schinman negotiated a contract for Lawrence Hatch, a  friend and fellow classmate, who’d been drafted by the NFL’s  New England Patriots. A natural negotiator, he thrived and began advising athletes in the school’s football program. Upon graduation he began working for Athletes & Artists, a sports marketing company, where he handled deals for ESPN anchor Chris Berman, basketball legend Bill Walton, and hockey star Brian Leetch. Shortly after, he was named chief marketing officer of Worldwide Sports and Entertainment.

At 26, Schinman hung out the shingle for Platinum Rye Entertainment. Schinman’s natural ability to see beyond the boundaries of traditional advertising connects consumers with products through new and emerging media reaching a global audience. Under Schinman’s guidance, Platinum Rye Entertainment has pioneered the cross-promotion industry, strategically aligning celebrities and products. He has built a global celebrity network partnering Madonna to Motorola, Sean “Diddy” Combs to Pepsi, and Jessica Simpson to Procter & Gamble. “We were also the first to get The Who to license a track for a compilation CD,” he says. The company has opened offices in South America, Asia, Australia, and Europe.

Despite his credentials and connections (the candid framed photos scattered around the house could impress heads of state), the young CEO doesn’t take himself too seriously. He credits Platinum Rye’s continued success to the company’s ability to stay under the radar, which is what resonates with clients. “That’s just the aura he evokes. He has a good heart that he wears on his sleeve,” says Marni Betlow, Ryan’s sister. “That’s why good things come to him.”

Schinman’s passion goes beyond just business aspirations; recently he became involved with Sunflower Children (sunflowerchildren.org), a nonprofit organization that works to help children around the world. Schinman will nurture his humanitarian tendencies and grow his global enterprise, but he’ll still look forward to getting home to Jersey, where he can relax.