Last week it was formally announced that
Shakir Stewart is the new Executive Vice President of Def Jam. While
rumors had swirled for months after Jay-Z’s departure from his
Presidential duties, L.A. Reid and the team were already preparing
Stewart for his new role in managing the business day to day.Stewart
began his work at Def Jam in 2004 as VP of A&R for the label, and
was promoted to Senior VP of A&R in 2006. Shakir’s extensive
education and background in music marketing ranges from independent
promotions (working with the likes of Too $hort) and marketing to
publishing (he signed Beyoncé to her publishing deal at Hitco) He’s
also had his hand in the careers of some of the biggest names in
today’s music acts including Ciara, (whom he signed to LaFace during
his tenure there), Jeezy and Rick Ross.Stewart is now poised
with enthusiasm and an inspirational attitude to bring about some
creative growth at Def Jam. Will he be able to balance the marketing
plans for their diverse array of artists? How is he addressing those
artists who’ve been unhappy with their situations at the label? How
does he really feel about Nas’ latest marketing decisions? We asked, he
answered.AllHipHop.com: You’ve definitely been exposed to
the independent scene with artists like Too $hort, [and] you’ve really
been able to see the evolution of Black music from that aspect. Now
that you’re [managing] one of the few remaining major labels, how can
you apply the things that you know about the independent music to this
market today?Shakir Stewart: One of the main things from an
independent standpoint is being able to build a real foundation, a real
core fan base. I think from that standpoint, independents take more
time micromanaging on a ground level. We’re a major, pumping out in
between 15 and 30 albums every six months to a year. We don’t
have the time to necessarily micromanage in the same regards that an
independent would, but we still have to have that mentality as a major
that we have to turn over every stone and hit all of our bases, because
the game today is not what it was 15 to 20 years ago with independents.
Like you said, when Too Short started it was good and dangerous music.
“My main thing is to keep supporting the artists that have cultural
relevance, a message, a real fanbase and that can touch the hearts of
men and women.”
AllHipHop.com:
You talk about artists and the label not really having the time to
micromanage. How can you achieve a balance in the amount of promotion
[support] that the label is able to give these artists when they’re out
promoting for themselves as well? Are you encouraging them?Shakir
Stewart: Oh yeah, you gotta understand we put out more Hip-Hop albums
than pretty much any of our competition. We probably have the biggest
roster of Hip-Hop superstars, and we’ve successfully broken in what
we’ve done with Jeezy and Rick Ross since they began. As a label we’re
a machine, and accustomed to pumping out a lot of albums, so really
it’s about us sitting down and dealing with each artist individually,
and giving them a plan in addition to their own plans. Today’s
rappers are not just waiting for us as the label to roll out their
records per se, they’re dropping their own records, starting their own
street campaigns, getting their buzz going regionally as well as
nationally. Our job is to work side by side with them to enhance what
they do, and then for them to come in and be a part of the plan that
we’re devising for them and with. AllHipHop.com: What would
you say throughout your career is the best lesson that you’ve learned
that you can actually apply in this market with our recession and the
fallout of the old school [way of business]? Shakir Stewart:
It all boils down to the music and the artists, and in accepting this
position and being extremely well-versed in this genre of music and
what we’re trying to build. My main thing is to keep supporting the
artists that have cultural relevance, a message, a real fanbase and
that can touch the hearts of men and women. Now when you look at it,
even though majors are becoming smaller, you see more people with
record deals and opportunities on a major than ever—on a major label as
well as an independent label, because artists nowadays don’t
necessarily have to [have] or need a label to get it started or get
their buzz going. A lot of these artists are breaking their
records off of Myspace and the internet, so my main thing is as many
artists are out there day to day all over the world, to continue being
affiliated and associated with what I feel are the best artists out
with the best message. My commitment is to the artists of quality music
and talent. AllHipHop.com: You’ve definitely been able to
bring in some winners through your A&R career, you’ve had some very
big successes. What is some advice you would pass down to your A&R
reps as they’re out looking for new acts?Shakir Stewart:
Interesting. I think to always sign music and view artists that touch
you in your gut, in your heart and soul, because we as A&R people
gain power and success as we empower other people. When I first met
Young Jeezy, he had a buzz on the streets of Atlanta, but no one knew
him around the country. Keep in mind I signed Jeezy during the early
transition of L.A. [Reid] and I entering the building and the prior
regime exiting the building. It was a very interesting time from Jeezy
and his camp to our new camp, we all had to depend on each other. With
the success that we’ve had with Jeezy as an example of that, it’s just
a matter of believing in somebody and their message and sticking with
them. My advice to A&R people is get an artist that you believe in
and champion the artist in the building and outside of the building. At
these labels you need that internal support. There are a lot of
meetings that happen with the artists and their management not there,
and they need that voice inside to speak on behalf of them the correct
way. I really have a lot of advice for A&R people out here. AllHipHop.com:
That’s refreshing to hear. A lot of people complain about A&Rs not
doing their job or that they’re fake and rotating chairs, but there are
some A&Rs in this industry that have really revolutionized what
kind of music comes out. Shakir Stewart: The A&R position
has more to it than finding a beat or hooking up a writer with a
producer, it’s developing the entire vision with the artist and with
the artist’s management team or production company. Really the first
sale after the studio is to sell it to the staff, and that’s what I
learned in my early days as an A&R. You have to have your marketing
people, your publicity department, your media department, your radio
department; they have to believe it because if people don’t believe on
that assembly line, the ball will be dropped. Your job is not over
after you turn in the single and master an album. You have to work your
project in the building so the machine gets it.
“My
A&R staff which I’m extremely happy about and I feel is one of the
strongest in the business… We’re putting out albums from Nas, LL Cool
J, Jeezy, Ludacris, Fabolous, Ghostface Killah, Redman & Method
Man, we’re working all the way around the board.”
AllHipHop.com:
There has been some rumbling amongst artists that are still signed to
the label from old contracts and regimes that either want out [of their
contracts] or they want their albums out. Are you going through a
process of reviewing those artists and figuring out what to do with
each one?Shakir Stewart: Yes, since Jay’s unexpected departure
L.A. [Reid] and I sat down and talked, and it was a matter of coming in
and embracing everybody and us doing that together. We have a roster of
80 to 100 people, and maybe even more than that when you look at the
Island Def Jam/Mercury Music Group and the Island/So So Def Music Group
– we have a lot of artists that we have signed to us. My job
is to support the efforts of my chairman and my partner, and come in
and work with the artists who needed it the most at that time. Those
two artists were Nas and LL Cool J, artists whose albums have been
completed and we’re putting out. That’s an honor for me because these
are artists [whose careers] I’ve watched from day one. I remember
buying “I Cant Live Without My Radio,” “I Need Love” and “Rock The
Bells” from LL, and Nas’ Illmatic when that first came out. To
be able to be a part of their careers now and work hand in hand with
them in creating their albums now…this is [probably] Nas’ most
anticipated and controversial album ever. From my standpoint
it’s a matter of dealing with everybody, some artists need more
attention than others. With my A&R staff which I’m extremely happy
about and I feel is one of the strongest in the business, we’re doing
that. We’re putting out albums from Nas, LL Cool J, Jeezy, Ludacris,
Fabolous, Ghostface Killah, Redman & Method Man, we’re working all
the way around the board. Obviously some of the names that I
mentioned were not always happy with change, but anytime you have
change like that you have to take the time to sort it out and assemble
the team, and that’s what I’ve been doing, what L.A. has been doing
and what our entire Def Jam staff has been doing. AllHipHop.com:
I’m sure everybody has got to be excited about that, and that’s a good
thing. It’s hard to hear an artist who’s been in the business for 10-15
years be really upset, much less someone like LL who’s been in it for
25 years. It’s a little disheartening for Hip-Hop. Shakir
Stewart: I respect LL for voicing his opinion. I believe in the freedom
of speech. If you feel a certain way, speak on it. But now that we’re
actively working on a new LL album, and obviously he’s talked in the
press, I would want people to talk to LL now. “How do you feel? What’s
going on?” It’s still a process, but I feel LL Cool J’s
excited. I talk to him daily. I think my team speaks to him daily and
[the fans should love] the music we’re putting out with him. They’ll be
happy with the music and product that LL Cool J has given them on his
13th album. You have to applaud him on that.
“From
a business standpoint certain changes had to be made in order to sell
the product… It’s still a business for Nas, and it’s still a business
for Def Jam Recordings. So what we had to do was change our strategy.”
AllHipHop.com:
You mentioned that you’ve been hand in hand with Nas. L.A. [Reid] has
been very vocal about supporting the decisions that Nas has made with
this album. Now that you’re going into the final stretch with the
marketing, how do you feel about the way that the package is being
presented to the public? Do you feel that Nas is making the right
decisions, that the label is right there with him or that there’s been
a tug of war with that?Shakir Stewart: I use the word
“strategy.” I think Nas always comes up with concepts and thematic
albums, and I think that he had a lot on his mind with not only the
state of America but of the world today. He feels that people have been
treated a certain way and this is the album to address the issues. I
and we stand in support of Nas. Now, from a business standpoint certain
changes had to be made in order to sell the product, because it’s still
a business for Nas, and it’s still a business for Def Jam Recordings.
So what we had to do was change our strategy. Nas “Black President”I
think as people see the rollout in the next three to four weeks [they]
will understand it, and I think that first and foremost Nas’ message
and the substance he has in what he’s saying…once people really listen
and get engaged in the music it will all make sense. But from my
standpoint especially stepping into this, I stand in full support of
Nas, and I think that when people finally hear the music and really
take the time and listen to the message, I think that it will be not
only extremely entertaining, but very educational. I think that’s
needed not just even in the world of music, but in general.Nas “Hero”AllHipHop.com: Will fans be seeing another Jay-Z album out of Def Jam?Shakir
Stewart: [laughs] That’s the question they all wanna know. As of now
Jay-Z is still a Def Jam recording artist and we have an incredible
relationship with Jay-Z. That’s all I can speak on in reference to
that, because there’s business at hand that can’t be discussed. But
we’re still in business with Jay-Z as of now.AllHipHop.com: What are some of the immediate plans you have for yourself?Shakir
Stewart: It’s interesting because [last week] marks the day that it
went out to the public. I’ve been actively taking on the tasks and
responsibilities that come with this role almost since our first day
back to work January 3rd. My main thing is to keep the transition
smooth. First and foremost I want to make sure my artists, their
managers and their own teams are comfortable with the transitions, and
that people are getting the type of attention that they need when
deemed necessary. So that when they have their music ready, they need
to be rolled out and get their marketing plans together, our team is
ready. More than anything what I’m happy about is, I believe
in the Def Jam team. I believe in the people that work for the company
now, and I feel that they’re the best in the business. They’re prepared
so when an artist comes in, may it be Juelz Santana or Chrisette
Michelle or Method Man & Redman, when they bring great music to the
door, we’re prepared to give them the best rollout possible and to
fully support them. So my transition would be a lot more hectic and
difficult if the team wasn’t as oiled up for lack of a better analogy
as it is now. So that helps my job, as well as L.A.’s job, because we
as one are functioning like a real team and a real unit and that’s
important. More than anything what I want people to understand about me is, I’m pro
the artist. I’m for keeping the brand culturally relevant globally,
coming in and being a part [from any standpoint] with a company that’s
had this type of history, recognition and respect is a huge honor and a
challenge. I’m up to it, I’m a fan of the music and artists and I’m
just passionate about it so I’m just ready to go.