Kaesevyn: Being CEO in Music
Rapper, Ju-Marri “Kaesevyn” Sims, is a man who faced both personal and professional roadblocks in his career, but pressed forward to become the leader he needed to be. His label, Alive Music Group, is not just a means to release and promote his own music. It is a place that invites the most passionate artists and producers to push towards success. As he sat with the UPcoming, he broke down how one must think if they are going to survive, much less prosper.
After inheriting Alive Music Group from a mentor, Kaesevyn found a new challenge in keeping the business, well, alive. This challenge included understanding the financial side and managing the artists. Even without formal training, Kaesevyn took on this immense role with a resolution to succeed. When I asked how this position changed him, he responded, “It’s definitely helped me grow… because now I know how to approach people, I know how to pitch, I know how to be in a meeting and actually understand everything that we’re talking about.”
As to artistry, Kaesevyn mentioned a generational phenomena: the ability to go viral. Rappers like Lil Nas X and Ice Spice have found success by posting their music through online platforms. People, convinced that it’s easy to become rich and famous, will fly in blindly without really understanding the immense pressures and unpredictability of the music industry. That said, what happens after they’ve achieved their fame, and now they need to come out with another hit?
Kaesevyn lays out one harsh fact: “If you’re in it for the fame… This is not for you.” He made another thing clear: Truly passionate artists, who put all their effort into every song, are always welcome in his label. As a CEO, Kaesevyn looks for mutual elevation. As he works to promote emerging artists, he wants to ensure that they are consistently refining their creative projects. Through collaborative growth Alive Music Group can and will thrive.
Check out Episode 57, featuring Kaesevyn, and tune in to the UPcoming with Jonathan Carr, wherever you get your podcasts.