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Atlanta Music Mogul B Rich Talks Star Quality and Discovering New Music in the New Age of Social Media – The Hype Magazine

Atlanta Music Mogul B Rich Talks Star Quality and Discovering New Music in the New Age of Social Media – The Hype Magazine
Interviews

Revealed on July eighth, 2019 | by Jerry Doby

Within the extremely aggressive music business, Atlanta has continued to say itself as a hub for a few of the nation’s hottest expertise – and one government has steadily emerged because the go-to supply for recording artists looking for to catapult their careers to the subsequent degree.

Meet Brian Richardson, referred to as “B Wealthy” and the CEO of No Style, who for the final 15 years has managed and elevated quite a few rap artists from obscurity into stardom. Skills similar to B.O.B, Kevin Gates, Boosie Badazz, Playboy Tre, Younger Dro, Tokyo Jetz, Lil Keed, London Jae and a number of other others have referred to as on B Wealthy for his steerage, experience and business connections. He has served as A&R for T.I’s Grand Hustle imprint, the place he helped “The King of the South” to complete his Hassle Man: Heavy is the Head and Paper Path albums, in addition to signal and develop acts resembling Iggy Azalea, Shun Hendrix, Travis Scott, D.O.P.E. and others. One take a look at his social media profiles will exhibit why he’s the person to name for individuals who need nationwide and worldwide fame.

The Hype Journal caught up with B Wealthy to get a glance behind the veil of the lifetime of a serious expertise supervisor and A&R.

We all the time get an opportunity to speak to the individuals in entrance of the mic. You’re the individual behind the mic making it occur, chopping the offers, pulling the beats collectively, making all the things clean for others. Let’s give a bit background on B Wealthy.

B Wealthy: Okay. Yeah. What’s up, man? I’m B. Wealthy. I’ve been doing this for a very long time. I kinda obtained into the enterprise by doing open mics in Atlanta and sort of constructed that up and had plenty of artists come via. The primary artist I signed was this man identify Citty, Da Cookie Man. He had received signed by Slip and Slide. After which I begin working with this child named Willie Joe. However then, my breakthrough was B.o.B that was the primary artist that I acquired main, main deal … Nicely, Citty had obtained a deal, however B.o.B was the primary artist that I obtained onto and signed to a serious label to Atlantic data and Jim Jonsin’s imprint Insurgent Rock and Grand Hustle. In order that was the primary individual after which I simply been on the practice ever since.

Okay. And also you’ve received a loopy begin. I perceive you began out in pharmaceutical gross sales?

Yeah. Yeah. I used to be a pharmaceutical salesman and I referred to as on docs day by day and wore fits. And that was a reasonably fascinating job. Fascinating and it sort of helped me cope with what I’m coping with now, to be trustworthy with you.

So time administration and private relationships and stuff like that have been issues that you simply needed to construct going door to door principally. And coping with some loopy personalities. I name docs loopy personalities.

Yeah. Docs are very conceited. And it wasn’t door to door, I simply needed to actually go to their practices and hospitals and stuff like that. They usually, we just about needed to service them, they have been writing our prescriptions. I bought an antihistamine… I bought Claritin, Nasonex, Lunesta, stuff like that. In order that they actually needed us to return in as a result of we would go away samples of medicine for them to provide to their sufferers. In order that they actually have been anticipating us to return in.

That result in tailgate events with the docs, an open mic night time after which historical past has been made. We’re speaking about B.O.B, Kevin Gates, Boosie Badazz, Playboy Tre, Younger Dro, Tokyo Jetz, Lil Keed, London Jae…

Yeah, I’ve been part of T.I.’s administration group. I helped A&R a few his albums. I’ve had massive ups and downs within the music enterprise and I labored with lots of people and there have been different artists I’ve labored with that haven’t made it, however nonetheless, simply the expertise of going via that. So, it’s simply been fairly fascinating. It’s been enjoyable. I adore it I wouldn’t need to do anything. However, it’s not straightforward.

15 plus years within the recreation. That’s a variety of intestinal fortitude.

I need to give a shout out to a dude that took me beneath his wing once I first got here into the music business. I’ve all the time had the desire to be first and to succeed, as a result of I’m a salesman by nature, however the one person who sort of took me underneath his wing once I got here into music was TJ’s DJ’s. So me and him are nonetheless near today.

What’s one of many largest classes that you simply discovered from TJ’s DJ’s

Simply communication man. Let individuals know up entrance. One of many errors I made, at first, was when B.o.B was with Grand Hustle.  At first, Grand Hustle needed to signal us, however then we had different people who have been and so Jim Jonsin needed to fly us right down to Miami. And so I simply went, however I didn’t need to inform them as a result of I didn’t need to harm their emotions. However what the lesson is out of that, simply be straight up with individuals. I ought to’ve stated, “All proper guys. All proper, Tip, alright Grand Hustle. I like what y’all doing, however hey, I’m finna go entertain Jim Jonsin, see what he’s speaking about. We’ll be again on such and such date.”

As an alternative, I snuck down, simply made me look actual snake-ish. However, actually I simply don’t need to harm anyone’s emotions. Typically you’ve obtained to harm individuals’s feeling for you to not come off wanting like a snake.

Proper.

And that’s what TJ was all the time like, hey, all the time, have the uncomfortable conversations. And that’s one thing I’ve provide you with, the uncomfortable conversations. I’m a grasp of that now, having uncomfortable conversations. It’s very uncomfortable to ask somebody to signal a contract with you. It’s very uncomfortable to speak about issues and be straight up with individuals. In order that’s what I’m a grasp of. And so, coping with TJ has gotten me to be a grasp at that.

You already know, you’re like one in every of solely three people who I’ve talked to in my umpteen years which have talked about having the uncomfortable dialog as what makes somebody profitable, a terrific CEO, an incredible chief, being a boss. Not being afraid to have an uncomfortable state of affairs, the uncomfortable conversations. And never ducking and dodging. In order that’s undoubtedly one thing that we might cross on to the kids who’re scared to have a confrontation. It doesn’t have to return right down to blows, however undoubtedly, have to have the conversations and be up entrance. I like that. What’s coming down the pipe for B. Wealthy?

Properly, proper now, man, I’ve been behind the scenes a lot. I’m making an attempt to model myself and let individuals find out about me and what I’m doing as a result of on the finish of the day I need to keep related. I’ve received some new artists that I’m working with, new producers and new ventures that I’m doing and I’m simply making an attempt to relearn the sport as a result of it’s totally different than once I got here in.

And so I’m simply making an attempt to remain related, keep on prime of stuff and you realize like Coach Okay, they out right here killing it man. And so I need to catch as much as them. I don’t have as a lot expertise as them. However you understand, I’ve seen it to the place we have been on prime after which we have been down so different individuals are on prime. It’s only a cycle. So it’s simply making an attempt to catch my wave and go from there.

Talking of catching the wave, speak to us about this new producer Beat Battle. The fingerprint producer Beat Battle that you simply kicked off.

We’re simply just about providing a means for producers to get out and showcase their skills ….If you make beats you need individuals to listen to them, so simply type of like showcasing producers and giving them an opportunity to work with artists and getting them an opportunity to be found and made. I feel that’e going to open the door for me to see dope producers and issues of that nature. So it was simply one other method of discovering expertise.

And also you’re going to do that each month? to date.

Sure, sure.

After which what, we’ve received the championship arising in October, so we wanting forward, what most excites you about alternatives like this, showcases, particularly with the producers?

It’s simply the chance of simply loving music. On the finish of the day it’s the music enterprise. And I feel typically lots of people get caught up within the enterprise they usually overlook concerning the music and vice versa. For artists, they get caught up within the music and don’t fear concerning the enterprise, however so far as occasions, we get to the purpose the place we get too busy and we don’t even take heed to music anymore.

And in order that’s what I’m making an attempt to concentrate on, simply falling in love with music once more. By doing these belongings you’re pressured to take heed to beats since you’re there after which whenever you hear one thing you’re like, hey, you possibly can work with them and get with writers and artists and attempt to make hit data.

That’s one factor that I’ve been excellent at as an A&R… I’ve a number of massive data behind my belt. Like I’ve many platinum data that I’ve labored on. And so I really feel like I’ve an ear and I feel my ear was educated by being an open thoughts for therefore lengthy. We used to do, weekly, I heard like 30 to 40 artists every week. That was like over 100 artists a month that’s over 1200 artists a yr.

Wow.

So after listening to a lot you get to, sift by way of the bullshit. It type of educated my ear to know what’s up.

Man. So I gotta ask you this. You stated falling in love with the music once more. Do you assume that over these years of listening to so many sounds so many joints that you simply type of received jaded and also you misplaced the love for the music itself?

Naw, naw, naw I simply really feel like this man…I really feel like with the Web it’s a present and a curse. And so, earlier than… That is what occurred. . I imply, I could also be fallacious, nevertheless it’s what I feel in my thoughts. I really feel like earlier than Instagram and social media, I really feel like expertise all the time rose to the highest. And so, higher music was being made again then. However now the cool youngsters which might be in highschool, they’re those which are getting well-liked. So when you don’t do Instagram, you understand how it was in highschool, the cool youngsters was this, that, everyone adopted them or no matter.

Now they’ve a discussion board earlier than them to do Instagramming they usually coolin’ and no matter, they’re capable of get a motion. And they also’re like, “Oh shit, I’d as properly rap.” However a few of them might not have expertise, however they so cool, they know how one can twerk it to the place it’s working. And so I feel the standard of the music that we have been raised off of has gone down. Although a few of that shit is jamming. It’s nonetheless a jam issue, however nonetheless, the standard of it isn’t what we grew up on. It’s not… Like my favourite rapper is Andre 3000.   loads of the music that’s popping out isn’t that. However to not say that it’s not successful or it’s not being profitable, it’s simply not what I’m accustomed to or grew up with.

And our mother and father can say the identical factor with Motown. Properly, we grew up on Motown, this rap shit ain’t nothing. Nevertheless it’s all a cycle. However that’s what’s happening with music. And so once I hear someone that’s actually gifted and actually making good songs, it simply makes you want, oh wow. Yeah. As a result of I feel we’re sort of starved for that now as a result of every little thing is so…

Kooky.

Don’t get me flawed, like this shit be jamming. Nevertheless it’s nonetheless a necessity. You possibly can’t eat too many cookies….You need to have meat, it’s a must to have greens, it needs to be a stability. And I feel proper now we’re simply getting an excessive amount of of 1 factor and I’m not dissing any of it. We’re simply one-sided. The seesaw is actually jaded to at least one aspect proper now and it’s not balanced.

Yeah, there’s a whole lot of cookie cutter stuff on the market. And I keep in mind you talked about Andre 3000, I used to be like, man, when he stated, “The south received one thing to say.” What artists are you taking a look at proper now that’s acquired one thing to say?

Proper now? I imply lots of these individuals obtained one thing to say. You simply need to… It’s a lot of it, man You’ll be able to’t actually uncover it, it’s a lot of it! How can I get to it… and a variety of it’s good. Like, I don’t know if someone must provide you with the social media  model of TRL once more, fuck it. I don’t know. A TRL is what made a number of the celebs, stars. Like,  they made the Christina Aguileras, the Nelly’s, The Future Childs, the Eminems, Outkast. TRL was what made them stars as a result of TV made them widespread, however sort of like YouTube and Instagram type of put them out of enterprise. So someone has to do the subsequent invention of TRL Social Media. I don’t know what that’s going to be.

Proper, proper. Together with your expertise, what makes an actual star, you already know, outdoors of the social media realm, in your skilled opinion, what’s the star high quality?

Someone that may stroll within the room and also you simply can’t take your eye off them… and that’s only a God present. Anyone simply walks in and he’s like, who’s that individual? Like that, the primary a part of it.

And the second a part of it’s the expertise that comes with it. However you understand, some individuals can are available and simply management the room. Have you ever ever seen that? Be Like, who’s that? And also you simply can’t take your eye off, like Diddy has that. Diddy don’t write shit, don’t produce something however he a star.

Yeah. Yeah. He acquired that character. His son Justin is like that too although. You stroll right into a room and simply captured the room.

There you go. Some individuals simply have it. To me that’s the at the beginning high quality of the whole lot, as a result of there are some individuals that may sing their ass off, produce their ass off after which they arrive in and also you don’t discover them, like a chair, you recognize?

I’ve by no means heard it put that method however I really feel you. Speak to us about No Style. What’s the story behind No Style?

Me and B.o.B began a label referred to as No Style. B.o.B. is sort of targeted on his music aspect, so principally, I sort of made a administration firm out of No Style. And simply doing administration, and if I discover some artists I need to signal that I actually need to put out, that’s the place I’ll undergo.

However yeah, it’s only a label that me B.o.B began… I like all types of music, if I see a rustic artist, that’s why I referred to as it No Style. I’m not going to be sure by any degree as a result of that’s how B.o.B is.

B.o.B you understand he could make any sort of music and we’ve all the time held our nuts on it like, we’re not gonna be put in a field… We’re not, in a style. If we need to make a rustic album, make a rustic album. If we need to make a pop album, we’ll make it a pop album. I need to make a hip hop album, we’ll make the hip hop album. We simply all the time been on that.

What do you do to distinguish you, as knowledgeable from others and get them across the stereotypes?

Man, I’m nonetheless making an attempt to determine that out. It’s stuff that you consider on a regular basis, however then it’s like… I’m afraid to speak in entrance of individuals, however I speak in entrance of individuals on a regular basis. You understand what I’m saying? So I’m all the time considering of stuff, all proper, that is how I’ve acquired to get my Instagram popping, that is how I’ve obtained to try this. However then, when it comes right down to it, I’m afraid to speak on Instagram. I don’t know why.  However once I do it I often say some good shit, however it’s typically I don’t just like the means I sound, I don’t like the best way I look. So I’m going by way of that. I’m going via it.

However, so that you’re saying tips on how to develop all that shit is basically you simply should reinvent your self yearly as a result of it’s all the time one thing new. And so, for those who simply keep on prime of that shit and perceive the way it works, that’s the way you differentiate your self as a result of what you’re recognized for now, goes to vary a yr from now.

So what’s probably the most satisfying about your work to you?

Man, probably the most satisfying factor, I look again at it and it was a nasty night time for me, however you’ll stay… I advised Nipsey Hussle this earlier than he died, it was in January, near February. We have been within the studio with Thug. We went to the Grammy’s. That was an actual drawback, Bob was nominated for six Grammy’s. I’m speaking about B.o.B once I say Bob, and he carried out on the Grammy’s with Bruno Mars and Janelle Monae. They carried out ‘Nothing On You’ and Janelle’s hit after which Bruno’s hit. And I loved it. It felt so good. However then I used to be so upset as a result of we misplaced, we didn’t win. And I went residence and I went to the room and I simply sulked and was unhappy..  and I simply stayed in.

However what I informed Nipsey was like, “Hey man, what I didn’t do, you should do that.” I stated, like, “Take pleasure in each second, take footage. In case you win, lose or draw man, take pleasure in this second. It doesn’t come round on a regular basis.” And he listened. He stated, “Thanks, bro. Like I wanted to listen to that.” And all in all, it was like that was among the best occasions I’ve. However then, I might have had a fair higher time if I might have simply been within the second. After the Grammy’s I ought to have gone out and simply socialized with everyone and rubbed elbows, you understand? Who is aware of? You recognize, I might have seen Andre 3000 on the market and obtained his quantity and began managing him. You simply by no means know.

Let’s drop some widespread sense on them concerning the rap beef. It was sort of cool listening to that Yachty and the opposite younger man type of squashed their beef and it didn’t flip into violence however we actually are dropping actual ones behind some nonsense. Drop some pearls on them, on that one.

I simply assume it’s a cycle with the younger youngsters rising up..I name it the age of Grand Theft Auto. You recognize, youngsters that age…I’m critical, you play that recreation sufficient you turn into insensitive to all that stuff. And I simply assume that a number of these youngsters are being raised by youngsters and it’s simply, that’s how they cope with it. They arrive from the road. That’s the way you cope with battle. And we as elders, we now have to show them, however it’s onerous. It’s exhausting to show anyone… It’s arduous to show these youngsters, man.

I managed a few of these youngsters they usually really feel they’re grown as hell. We as individuals have to boost our youngsters proper. Typically it takes an entire village to boost a child. And that’s what we received to get again on.

I feel that’s a great place to go away it…we’ve acquired to succeed in out as a collective and save the subsequent generations and we’ve acquired to do it NOW! B Wealthy had much more to say and you may hear the complete interview under…TUNE IN!

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Concerning the Writer

Jerry Doby Editor-in-Chief of The Hype Journal, and internationally revealed arts & leisure journalist. Member of the U.S. Division of Arts and Tradition in addition to the USA Press Corps.



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