J. Erving on RAYE, independent artists, and selling Human Re Sources to Sony Music
Mar 25, 2024
auto_awesome
In this podcast, J. Erving discusses the success of independent artists like RAYE, their journey from frustration to creative fulfillment, and the impact of authenticity in the music industry. He also talks about his experience as an artist manager, selling Human Re Sources to Sony Music, and the importance of competent management for artist success.
26:26
AI Summary
AI Chapters
Episode notes
auto_awesome
Podcast summary created with Snipd AI
Quick takeaways
RAYE's success at the Brit Awards highlights the power of artist-audience connection and independent artist resilience.
Spotify's support for indie musicians signifies a changing industry landscape with more opportunities for artists outside major labels.
Deep dives
Ray's Success as an Independent Artist at Brit Awards
Ray, an independent artist signed with Human Resources, broke records at the Brit Awards in 2024, winning six awards, including Album of the Year. Her success was a testament to her perseverance, artistic integrity, and connection with her audience. Despite past label challenges, Ray's authenticity and dedication to her art resonated with fans, showcasing the power of true artist-fan connection and her promising career trajectory.
The Influence of Authenticity and Character in Ray's Artistry
Ray's honesty and authenticity have played a significant role in engaging her audience and establishing a strong connection with fans. Her openness about personal struggles and vulnerabilities, mirrored in her music, resonates with listeners, creating a compelling artist-character connection. By showcasing real emotions and experiences, Ray's music goes beyond just songs, offering a genuine and relatable narrative that captivates audiences and sets her apart in the music industry.
The Rise of Independent Artists and the Changing Music Industry Landscape
The increasing success of independent artists, reflected in Spotify's substantial payouts to indie musicians, highlights a shifting paradigm in the music industry. With platforms recognizing and supporting independent talent, artists like Ray have more opportunities for visibility and success outside traditional major label structures. Emphasizing artist development and authenticity, labels like Sony Music and the Orchard are adapting to embrace entrepreneurial spirit, empowering artists like Ray to thrive independently and shape the industry's future.
Welcome to the latest Music Business Worldwide Podcast, supported by Voly Entertainment.
Joining MBW founder, Tim Ingham, on this podcast is Julius Erving III, better known as J. Erving.
Erving is the founder of Los Angeles-based Human Re Sources, a distribution and services company working with premium independent artists. Its successful clients since launch have included Brent Faiyiz, Pinks Sweats, Ant Clemons, and YBN Nahmir.
Right now, though, people are focusing on Human Re Sources for one artist more than any other: RAYE.
In February 2024, two years after that signing to Human Re Sources, RAYE swept the UK’s BRIT Awards, with a record-breaking six wins including Album Of The Year.
There is, then, lots to ask J Erving about the success of independent artists like RAYE – and what that reflects about the wider music business.
On this podcast, we also ask him about his previous life as an artist manager, his personal motivations, and his decision in 2020 to sell Human Re Sources to Sony Music and The Orchard.
Get the Snipd podcast app
Unlock the knowledge in podcasts with the podcast player of the future.
AI-powered podcast player
Listen to all your favourite podcasts with AI-powered features
Discover highlights
Listen to the best highlights from the podcasts you love and dive into the full episode
Save any moment
Hear something you like? Tap your headphones to save it with AI-generated key takeaways
Share & Export
Send highlights to Twitter, WhatsApp or export them to Notion, Readwise & more
AI-powered podcast player
Listen to all your favourite podcasts with AI-powered features
Discover highlights
Listen to the best highlights from the podcasts you love and dive into the full episode