In 1989, Numarx and Kevin Liles wrote the hit single “Girl You Know It’s True.” Due to contract restrictions, Milli Vanilli recorded the song and went on to ascend the charts. After this debacle, Kevin Liles dedicated his career to the representation of the artist’s best interests.
Def Jam Dreams
In 1991, Liles launched his music industry career as an unpaid intern for Def Jam Recordings. As a byproduct of his dedicated timetable, Liles doubled yearly revenue and led diversification in digital, gaming, and global brand development.
By the time Liles had reached his seventh year with Def Jam, his title became that of CEO. The focal point of Liles success relies upon treating artists as developmental investments rather than recruitable talent. Universally recognized as the “Hip-Hop Self-Help Guru” this man fully immerses his partnerships and collaborative efforts with a hands on, involved approach.
Streams Of Revenue
Liles did not amass the level of grandeur and recognition by solely focusing on hip-hop business ventures. This bright executive has firmly planted stakes within telecommunications (TrueComm), pharmaceuticals (KevDar) and education (NextGen). He also formed the, “Make it Happen” foundation which nurtures and grooms young individuals into future entrepreneurs.
Since straying from Def Jam, Liles formed KWL Enterprises and 300 Entertainment. The Atlantic Records offshoot, 300 Ent. partners with Twitter, Youtube and Google Ventures to coincidently work with the changing times, not against them. To drive out obsolescence, Liles believes in Generation E for Education, Entrepreneurship and Empowerment.
Hip-Hop May Not Be The Only Way
Hip hop exists as a medium and worldview, replete with valuable lessons about honest work ethic, discipline and perseverance. Liles book, “Make It Happen: The Hip-Hop Generation Guide to Success” concentrates upon the fact that a record deal or a sports contract are not the only routes to achieving triumph.
“Don’t just be a receiver, be proactive and create defining moments. I challenge myself everyday, how can I bring more value? Your value proposition has to be great.”
Amongst other important qualities, Liles’ willingness to dig into the most menial tasks separates him from his peers. His beliefs echo the sentiment that every manager should work harder than the artist so that the artist can reap the rewards of the risks that they take.
“As a manager, artists are entrusting you with their life. Not their song, their studio or performance schedule – their life.”
Chasing the experience has led Liles to sign artists such as Trey Songz, Nelly, Big Sean, Estelle and D’Angelo. Through holistic thinking, infrastructure, and profound expertise, Kevin Liles maximizes resonance and profitability. His business model can be described as fully functional and full service. Some of their daily tasks relate to recording, publishing, marketing and promoting music through philanthropy, communication and brand positioning.
To promote Verizon’s 7GB of data plan for only $50, Liles pitched the idea of the #Freestyle50 challenge. With open arms, Verizon embraced the idea as a way to develop an expansion of the relationship between hip-hop and technology. Through social media platforms, thousands of participants contended for the rights to $10,000, a song with producer LondononDaTrack, and a singles deal with 300 Entertainment.
“I’m giving you the starter-kit, you still gotta put in the work. Technology has offered an opportunity for you to showcase yourself every single day.”
In the business of streaming, where people demand 24/7 access, brand extension becomes a crucial part of survival. Likes has ensured his relevance through cross marketing, investment empowerment and genuine ingenuity.