- 2 days ago
Industry Talk
Shawna Spears, Vice President of Brand Marketing at Venice Music
Ebonie Ward, CEO, Chairwoman, Founder of Eleventh & Co.
Baroline, Chairwoman and Founder of Great Day Records, Founder of Be Heard Management
Brandra Ringo, Executive Vice President & Co-Head of A&R at Quality Control Music
Shawna Spears, Vice President of Brand Marketing at Venice Music
Ebonie Ward, CEO, Chairwoman, Founder of Eleventh & Co.
Baroline, Chairwoman and Founder of Great Day Records, Founder of Be Heard Management
Brandra Ringo, Executive Vice President & Co-Head of A&R at Quality Control Music
Category
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LifestyleTranscript
00:00Okay that's better but we're gonna get it. All right how's everybody doing today?
00:14First and foremost thank you to the girls you and thank you for coming to the Girls
00:22United Disruptor Summit. I am so honored to have everybody here and for those of
00:28those who don't know me I'm Rochelle Dennis and I'm the co-founder of Essence
00:31Girls United. That's right Essence isn't just for the aunties. Y'all can laugh.
00:36And I'm so happy to have you guys here. This year's theme is the era of
00:43disruption and disruption really is about going after everything that you've ever
00:48wanted. So how many of you guys are creating disruption in your lives today
00:52right now? How many of you guys want to create even more disruption? All right I
01:00love it I love it. So that means all day long we're gonna be celebrating and
01:05learning from a host of entrepreneurs, entertainers, activists, creatives, and
01:09executives who are following their own paths, ideas, and trends. These
01:14disruptors remain unafraid to redefine society's definition of acceptable and
01:19challenge the status quo by shaking shit up to impact real change. And for the
01:27fourth year in a row how many of you guys have been to a Girls United Summit
01:29before? Raise your hand let me see the OGs. All right and those of you guys that are
01:33new that's okay you guys just got hip. And so what we really wanted to do with
01:39this summit is to serve as a safe place for young black women girls and gender
01:44expansive zillennials to connect inspire each other and leave better than they
01:49came. So before I bring this year's host to the stage to tell you more about what
01:54we have in store today I want you guys to also say hi to the people that are
01:57watching back home all over the world. So can I get one big hello. All right just
02:05know that was heard around the world. And so I also want to say a moment to
02:10thank our partners at Aflac, Cantu, Coke Zero Sugar, L'Oreal and McDonald's. I see you
02:16guys eating those fries and I want to thank them for their support and
02:20especially McDonald's is black and positively golden and really helping us
02:25put on this GU Disruptor Summit. Also I want to shout out to my whole entire team
02:29for those of you guys who don't know my whole entire team has really helped
02:33produce this whole entire event. We have Isaiah, Kenyatta, Danielle, Nandi, Varsay, Ryan, we have
02:44everybody here and thank you to Gabby Shea who really helped us with this and
02:47thank you to the whole entire Essence team. So are you guys ready to meet our
02:51host? All right so drumroll please. Coming to the stage she's a proud HBCU alum and
03:03graduate of Clark Atlanta University. She is also a proud member of Alpha Kappa Alpha
03:11Sorority Incorporated. Short out to all the AKAs in the house today. And for the
03:20last three years and counting you can find her sitting pretty at the Billboard
03:24Hip Hop Power Players list. Everybody please welcome to the stage Rachel Jackson.
03:33Thank you so much Rachel but before you go can we give Rachel a little bit of disruption
03:41for the fit. Give us a twirl. Yes ma'am. Yes ma'am. How are y'all doing ladies? Y'all
03:49doing good? Okay I love to hear it. So like Rachel said I am your host Rachel Jackson and it is my
03:57pleasure to be with you today and if you're watching at home type in the chat
04:02and say ready if you're ready for an action-packed day full of things. Okay if
04:07you're here just point and say ready. All right all right all right. So today we
04:12have such an exciting day planned. Filled with panels, fireside chats, networking,
04:19workshops, photo booths, a marketplace, and we also have refreshments. So if you get hungry or thirsty, we got your back.
04:25Okay? All right so first things first. This year's Girls United swag bag is full of goodies but in order to get one you'll need to show proof that you're signed up for the Girls United newsletter on your way out today.
04:40So to sign up just go to the Girls United dot essence dot com and click on newsletter okay we're gonna do a group exercise pull your phones out now let's just get it out the way so we won't forget because a lot of gems are gonna be dropped today okay so pull your phones out
04:56Girls United dot essence dot com click on newsletter all right and sign up for that newsletter so we're gonna have some real talk about a few things that matter to us with a bunch of disruptors making their mark in this wild wild world we're living in so kicking things off today is our industry talk
05:26panel where some of Atlanta's music industry power players will be talking about how today's artists and aspiring music execs can set themselves up for success please welcome to the stage our moderator vice president of brand marketing for business music shawner spears and her panelist commotion disruption every time thank you
05:50thanks
05:57hi what's up Atlanta they gave me the spill about the microphone like you got to hold it really close so I was trying to get used to that but I'm Shawna Spears I'm the vice president of brand marketing at
06:12Venice music this first panel that we're gonna do today is industry talk alongside three other badass black women in music
06:20So, and let me tell y'all, we got some heavy hitters up here right now.
06:27Here with me today is Brando Ringo, quality control music, EVP and co-head of A&R.
06:39Hi, everybody.
06:46Berylon Diaz, founder and chairwoman of Great Day Records, come on, Blondie, and Ebony
06:57Ward, CEO of 11th & Co. Artist Management Company.
07:05I love the bag and the boots.
07:11Yes.
07:12Okay.
07:13So, we're all black women executives in the music industry, which is beautiful.
07:18So before we jump into the meat of this convo, I'd love for everyone to give us a brief summary
07:22of your journey and the seat that you sit in now.
07:25So, Berylon, I'm going to come at you first.
07:27Hey, y'all.
07:28My name is Berylon.
07:29How y'all doing?
07:30Good.
07:31It's a long story, but briefly, I was the vice president of A&R at Interscope Records.
07:40I work with artists like The Baby, Money Back Yo, ESTG, Little Papa, Anne Marie.
07:46I was blessed to kind of bet on myself.
07:49I started my own management company like three years ago.
07:52And I started working with an artist by the name of Babyface Ray.
07:56I've been with him ever since.
07:58And then, when it was time to renew my contract and just get that position that everybody gets
08:04at the label, I was like, nah, I want to bet on myself.
08:07And somebody believed in me is Sony and getting my own record label, which is Great Day Records.
08:14It's a new record label.
08:16It's all about artist development and just building artists.
08:20So, I'm willing to, like, sign the artist that has, like, 10K followers and 2,000 listeners
08:25because I know what they're going to be in the future.
08:27So, it's all about betting on myself right now.
08:33And then, Brandra, if I'm someone who has an ear to what's hot and what's viral, and my goal is to be an A&R,
08:40what are some things I can do to prepare for that career?
08:43So, I just want to make a point that it's two different things, right?
08:47Someone that has the talent to find things that are viral, and then there are people that have an ear.
08:54And sometimes, I mean, listen, in some cases, if you can have both, that's a rare A&R.
08:59But a lot of times, you have what we call A&R researchers.
09:02And so, those are the people that we use to find things that are, you know, emerging online and that are moving pretty quickly.
09:10If you have both and or one of the other, I would just start networking.
09:15I would start sending people things.
09:16There are so many people who get put on from an A&R perspective that start off by being an intern,
09:22and they actually just send music to an executive they're working for, and that artist turns out to be, like, the next biggest artist of the world.
09:29So, you know, I would just start sending.
09:31Don't be so tied to it.
09:32A lot of times, people be like, they try to hold it too precious to them.
09:36Just send it, because you're going to get your shine sooner or later.
09:39Like, there are so many executives that I'm sure that all of us can attest to.
09:42They have, you know, probably been shitting on back in the day.
09:47You know, unfortunately, they found some amazing artists, and now they're getting their shine.
09:51So, don't be too precious about the information and the skill set that you have now.
09:56Absolutely.
09:57And then, Ebony, many of us have heard of things like 360 deals, five-album deals, as they relate to recording contracts.
10:05What types of deals do you feel like artists should avoid when entering a new relationship with a label, especially in today's climate?
10:13Honestly, I think that the deal is what's best for you.
10:18I don't know, hopefully you guys are well-versed on what a 360 deal is, is when someone, the label, gets a percentage of your music.
10:26They also get a percent of your ancillary income, which is your touring income, your merchandise, your production royalties.
10:34So, I think it's based on where you are in your career and what you're willing to sacrifice for your dream.
10:40A lot of people say that there's a bad deal, knows a deal is a bad deal if you're educated and you're prepared and equipped to handle everything that that deal entails.
10:50So, more than anything, I would advise before anybody signs anything that they understand what they're getting into.
10:56And if you don't understand, hire the people who do understand, who can educate you and guide you through your deal.
11:03Absolutely.
11:04And so, I think to think about deals, Veriline, you recently went from being VP of A&R at Interscope to launching your own label earlier this year.
11:15So, from where you sit, how do you feel about artists today being with a label or staying independent?
11:22And, I guess, what kind of criteria do you think to determine which is best for them?
11:28I mean, for every artist is different.
11:30Like, there's artists that it just works for them independently.
11:33They have a core fan base and, you know, they're able to get the placements and look because they already have this motion or wave that people resonate with.
11:42But sometimes I feel like there's artists that just need, like, more fuel to the fire.
11:47And I think that's where the label comes in where they could get you, like, the playlisting, the publicist, just all the looks and just building a real team.
11:56So, you know, I mean, to each his own.
11:58I feel like, you know, why not have a team that could take you to the next level?
12:02And I think that's what a label is.
12:04Okay.
12:05But you think it's motion first and then the label?
12:07No, because, like, I signed the artist.
12:10My first artist, she's T.S. from Philly.
12:12Like, it's crazy.
12:13I found him on my Instagram live one day.
12:15So, I have this Instagram.
12:17On my Instagram, I go live with artists.
12:19And he just came on my live and he started rapping.
12:21Like, this little ass boy.
12:23And I'm like, oh, you sound good.
12:26I was like, I'm going to follow you on Instagram.
12:28And then I listened to his music.
12:29He wasn't even getting, like, 300K.
12:32He was getting, like, 3,000 streams, like, a month.
12:36And I was like, I just saw the talent in him.
12:38So, now he's with my company and we're pushing him to be the next superstar, you know?
12:43And it takes baby steps.
12:44I feel like, right now, with social media, artists think they could just blow up overnight.
12:48And it doesn't happen that way.
12:50I mean, it's cute if it does, but it's like, you want longevity.
12:53You want to build a catalog and you want to be, like, a superstar.
12:57And superstars don't happen overnight.
13:00Facts.
13:01So, as you all work behind the scenes in the music industry, for those in the audience
13:06who are thinking of pursuing careers as artist managers, talent agents, publicists,
13:10and other behind-the-scenes roles, where do you think that they begin?
13:14And we'll start at the end with Brandra and go down.
13:16I think it's very important to network at a peer-to-peer level.
13:19And I think a lot of times people take that for granted.
13:22I know you probably hear that a lot, but I just want to reinforce peer-to-peer networking
13:27is so important.
13:28And Barla?
13:31I would say, like, the same thing about networking and, like, social media.
13:36Like, if you know somebody that's an upcoming producer, why not work with them?
13:39Somebody that's an upcoming videographer, like, everybody's coming up together
13:43and y'all can all help each other elevate.
13:45So, I always tell people that, like, if you know somebody, like, I just spoke at a school
13:49and everybody in the room did something else.
13:51But they were like, well, we don't know how to do this.
13:53I'm like, but the person next to you wants to, you know, be a producer, be an engineer.
13:57So, it's like, if there's people around you, like, be resourceful, use them, connect with them.
14:02I think everybody just wants the big, lavish producer.
14:05But you may be sitting next to the next Metro Boomin' or, like, 808 Mafia and you don't know
14:10because you're so focused on having what everybody else has.
14:16I would just say start.
14:18You know, a lot of people say that they want to do a lot of different things
14:22and have dreams and aspirations.
14:25But, you know, wishing, hoping, and praying and not doing, they don't ever align.
14:29So, if you really believe in yourself, just simply start.
14:33And you never know, like they're saying, like, building a community, understanding
14:38and understanding the people who are around you who can pour into you and be an asset to you.
14:42But just simply start.
14:43That's it.
14:47Okay.
14:48So, we figured out how people get their foot in the door.
14:50We're going to network across.
14:51We're going to start.
14:52And now I think let's pivot to the conversation that's been happening on social media
14:57about the artist development process needing to return.
15:02And with some people suggesting that many of today's artists lack key things like stage presence,
15:08media training, and general music industry business savvy that help them achieve that longevity.
15:14So, I'd love for us to weigh in on that and just, like, your thoughts around what that looks like today.
15:22Because I've seen people say, you know, labels don't develop anymore or that's the manager's job.
15:28So, I guess, where do you think the responsibility lies?
15:31I feel like I'm very, I'm a little bit too transparent with artists.
15:35Like, you know, I'm going to tell you, like, that don't look good or this is not how you should post or we need to fix that.
15:41So, I feel like just having a team of people that could be honest, I feel like people are scared to be honest.
15:46Do you agree?
15:47Like, they have to tell the artists, like, we don't do that.
15:50Like, I have a lot of artists and every time I work with a new artist, I be like, you need to be respectful to everybody.
15:55Like, when you walk in a room, you acknowledge people, you treat people good because, like, people don't forget how you treat them.
16:01So, I make sure, like, all my artists are very well-mannered.
16:04They just treat people good.
16:05The way they post on social media, like, if I see something that they're not supposed to be posting, I will call you right away.
16:11Take that shit down right now.
16:12And they be like, damn, you got an alert?
16:14Yeah, I do.
16:15I'm watching everything you post.
16:16So, it's just, like, I just be on top of little things because also, like, us as managers and the label, these artists are a representation of us.
16:24If I stand next to an artist and they do something crazy, like, that's a representation of me.
16:29So, I just want to make sure everything always looks good.
16:32And, you know, just being very transparent with the artists, and it takes time.
16:36Artists aren't built overnight, like I said, and I keep saying that.
16:40Like, an artist, like, you know, it takes time for them to perform.
16:44Like, my artist, Babyface Ray, and he just mentioned this in an interview.
16:47Like, we went on tour with Jack Harlow, right?
16:49And Jack had him, Jack was like, well, you're going to come on stage with us.
16:53And Ray never performed with a TV track, right?
16:56So, he's on stage, and he forgot the words, and he felt so bad after.
17:00And I was like, you don't have to feel bad because now you know for the next time that this is how you do a real show.
17:05And that was his first tour.
17:07And it's like, it's just like, things happen and you learn.
17:10And the artist has to be willing to learn and now move on.
17:13So, like, now we have a certain way when you go on tour, this is how we do it.
17:17Like, you know, even Flo Millie, he was going to perform with her.
17:20He was like, she only does TV tracks.
17:22I got to be on point.
17:23So, it's like, those little things.
17:25What I was going to say is, you know, artist development is keen, right?
17:33But in this generation where people are blowing up, like, you know, Bearline just said, finding someone on Instagram, that's a completely different dynamic.
17:42Label partnership, when you sign an artist, is a partnership between the artist and the label.
17:48So, it's the responsibility is in both of your hands, right?
17:52You're a team.
17:53And really starting from the ground up.
17:55And when you really want to build a superstar, it starts at every level.
17:59And you can't miss steps, right?
18:01People think, like Bearline just said, everything happens overnight and it doesn't happen that way.
18:06Just to your point about artist development not happening anymore, I personally, I don't think it ever went away.
18:14It's just untraditional to how we're used to seeing it.
18:17So, you may not have artist development from the major label itself.
18:22But if you're signed to a production company, you know, chances are you are going to be developed because you're not going to get the attention right away necessarily that the other artists who are more established may get.
18:34Also, Mariah the scientist, I think she posted about this recently.
18:38I think her second show was Rolling Loud.
18:40And unfortunately, the audience, I mean the generation now of artists have to develop in front of the world.
18:47They no longer have the luxury of developing privately.
18:51So, that's the biggest difference is that you're developing in front of the world.
18:55You're making stakes in front of the world versus doing that in private.
18:58So, what are some things an artist can do to ensure they maintain their individuality while they're fine-tuning, developing in front of an audience to better appeal to the label or even a brand partner or manager that they want to attract?
19:14I would just say really just put the work in, right?
19:18So, if you want to be a better performer, rehearse.
19:21Get a vocal coach.
19:22Take your time.
19:23Enunciate your words properly.
19:25I think like everything really starts and stops with the individual and the talent, right?
19:31If you really want to do those things, I mean, I work with Future, Gunna Flow Millie.
19:36My talent is so diverse.
19:37Everybody has their own different passions.
19:40They have things that they all have their own insecurities, believe it or not.
19:44But it just takes time.
19:45And you have to really like look within yourself and then be able to explain that even to your team to say, you know what?
19:52Like what you just said, even with Babyface, like him just acknowledging that, right?
19:56Like that's the first step.
19:57And then putting the work in to change that.
20:01It's just, and it's also about like having your own niche.
20:04Like what is your swag?
20:05How does it look?
20:06Like when I think about certain artists, I think about something specific about them.
20:10And I always tell like my artists, like the consumer has to want to be your friend.
20:15Like they have to want to see you, feel you.
20:17And I feel like now with social media, it's so accessible artists.
20:22So what makes you different from everybody else?
20:24Like why should I want to buy a ticket to go to your show?
20:28How does the content look?
20:29How does it feel?
20:30What is the aesthetic?
20:31So I feel like, you know, if you want to be a superstar, you want to have your own lane.
20:35Like what's them girls that they were like running everywhere?
20:38I'm like.
20:39Fly on a bus.
20:40I'm like, what the hell is that?
20:41But it's like, it made me pay attention because they were doing it everywhere.
20:44And that's their niche.
20:45And they got into the door like that.
20:46So it's like everybody has their own thing that they could do that could make them different.
20:50And you just got to be yourself and own it.
20:54And then lastly, because I think Fly on a bus was a good segue into this, is what excites
21:00you most about Gen Z's approach to the industry?
21:03And what are you most looking forward to from them with the future of music?
21:08And so we'll start with Brander and go to that.
21:10So I think one of my mistakes that I made coming into the business was I wanted everything
21:18to be perfect.
21:19And I overthought everything.
21:21And I wanted to make sure that like, if people are seeing me, it has to be on point.
21:25And what I do admire about this generation is that they will fail publicly.
21:31Like Ebony was saying, you just have to start because if you overanalyze and you're a perfectionist
21:36about everything, you'll never start.
21:38You'll find a million excuses on why you're not starting.
21:41So I do love that, that they're just starting and they're getting it.
21:44They're making mistakes, but they're probably in a better position than someone that takes
21:48more pride, unfortunately.
21:50But they get it done.
21:51I just feel like everybody's like unapologetic right now.
21:57Like everybody just wants to like make it happen.
22:01So it's like everybody keeps complaining about TikTok, but I've met a couple people that I've
22:07had meetings with and they just make it work and they've gotten that record and they keep
22:11working.
22:12They keep hustling and they don't take no for an answer.
22:15So I just like people that are unapologetic and they don't take no for an answer.
22:20That's just my thing.
22:21Cause that's how I am.
22:22So I just like seeing that the new generation is like, I'm here and I'm trying to get into
22:25the industry no matter what.
22:27Definitely.
22:28I would say just be their fearless behavior, right?
22:31They don't care.
22:32And that's something that I don't like about them too, but that's a whole nother conversation.
22:37They just, they're so fearless.
22:39They're very resilient.
22:40Um, and I can appreciate that.
22:44Okay.
22:45So from fearless, then we'll give them a little mentorship.
22:48So that's gonna also happen later today, but, um, this has been amazing.
22:52Thank you all.
22:53Uh, Brandra, Bearline, Ebony.
22:56Thank you everybody for this.
22:59And will you let everyone know where to follow you on social media?
23:02You can follow me at EBS, the boss.
23:05Um, and more importantly, not even me follow my business 11th and co.
23:10Um, it's a female owned operated management company and record label.
23:16Um, so follow my company.
23:19Um, my Instagram is Bearline and my labels.
23:23Instagram is great day records.
23:25Brandra.
23:26You can just find me a brandra and also have a nonprofit for a black girls called black girls behind music.
23:32You can follow us there as well.
23:35Thank you everyone.
23:36Thank you everyone.
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