Jay Love launches New Vision Music Group
Like most rappers, Jay Love had a hard knock life. He has three singles coming out soon. One is titled “Turned Up” and the other is “Mother a (dedication)” featuring Luke Green and “Phoenix” also with rocker Luke Green. All this will be done through his own newly created label, New Vision Music Group. Here follows an exclusive interview with Jay Love.
- How long have you been doing what you’re doing and how did you get started in the first place?
Jay Love: I started doing music when I was like 12, banging on the window for a beat. My homeboys and me would have fun with it. Around 18, I started taking it serious. Now, I’m trying to put my best effort forward to really take my music and my artists to the next level.
- Who were your first musical influences that you can remember?
Jay Love: The Jackson 5 and Betty Wright. My grandmother used to always play No Pain, No Gain by Miss Wright. I used to try to mix the records and ended up messing them up. I would scratch up all my grandma’s records and end up in trouble.
- Which artists are you currently listening to? And is there anyone of these artists that you’d like to collaborate with?
Jay Love: Rick Ross, Jay-Z, Drake. I listen to a lot of music. I don’t really know all names but a few that come to mind are Sam Smith, Leona Lewis, and Adele. I like a couple of her songs. I like different types of music. I like music period. I would like to collaborate with each of those artists because I would make a different sound with each of them. Even though I may be in a different genre, I am still influenced by them.
- Tell us something about how the New Vision Music Group project came about.
Jay Love: I was in jail with a friend. I don’t remember his name. We had just finished dropping beats on a table. That’s what we would do in jail and everyone would gather around. After we finished a song, we started thinking of a name for a record label. And I didn’t want the same old thing. I had a different vision. So my homeboy was like New Vision! And I was like, yeah man, New Vision! Then, I was like New Vision Music Group, and my homeboy said NVMG! And I thought it was a nice abbreviation. So when I got out of jail, I made it happen. My homeboy and me was already doing our thing, it just got stagnated when I went to jail. I wasn’t going to get any younger but, I got released and I got a second chance to make it happen. I can’t remember homeboy’s name, but he really influenced me.
- Will you be producing other artists under the New Vision Music Group umbrella or is this just for your own material?
Jay Love: Definitely to further other artist’s careers. I want to put the label before me. I am an individual but I do understand that you can’t get anywhere without a strong team. It was just my thoughts and my vision. I can write it but I can’t sing. It’s definitely not just about me. NVMG is and will always be a team effort.
- What are you ultimately hoping to achieve under the New Vision Music Group umbrella, that you feel have not yet achieved as Jay Love the artist?
Jay Love: I feel like I haven’t achieved anything as an artist. I have some street cred from where I grew up, but that’s not good enough. When a white person, Latino person, Middle Eastern person, and Black person all say, “I like that song that you did, then I’ll feel like I’ve accomplished something. I want whatever I accomplish to appeal to a lot of different people. I don’t want to be a one-dimensional artist.
- Tell us something about the production of you upcoming single releases, “Turned up” and “Mother a (dedication)” and if these songs be released on the New Vision Music Group label?
Jay Love: Yes, they will both be released under my label. I added the song Phoenix because it is about triumph, overcoming hard times, achieving and not giving up. I remember those times when I used to pack bags in the grocery store.
The song Mother is entirely about my mother. When I was 12 and my pops died, she went to jail for five years but then she turned her whole life around and she ended up working for the government after she came home. She got her master’s degree and stayed out of trouble and got her criminal record expunged.
San Francisco, Fresno, LA, Modesto, all those areas influenced the song Turned Up. Many Bay Area cats invented that sound. It’s their sound and I took their sound, production-wise, and that’s how I ended up with Turned Up.
- How will you be going about signing up new artists for your label? And is there any way that artists can contact you?
Jay Love: If they have any type of talent, all they have to do is show me. That little unknown kid in the neighborhood with talent could be the next Michael Jackson, or that young lady next door could be the next Beyoncé. If they show me they have talent, I am going to nourish that talent and water that talent. It’s about furthering the label, my career and their career. If you’ve got talent, passion, and you believe in our label, then I have a new vision for the both of us.
Artists interested in my label can contact me through New Vision Music Group at firstname.lastname@example.org. They can also hit me up on Instagram or our website at www.newvisionmusicgroup.net. I am an open book. Any way you want to get at me, get at me. The label looks to be very diverse and I’m into a variety of talent- rock, country, alternative, etc. If you have talent, I don’t care how you put it together.
- What in your opinion is the main reason an artist should choose New Vision Music Group above other indie label?
Jay Love: They have to like working with a label that’s not going to sugarcoat anything. We keep it real. Everyone knows it’s a business, but there has to be some type of passion and it’s a two way street. Artists should know that NVMG is hands-on; we are real. And when we get to our next step, which is the money aspect, we will be able to get the music to the people easier but our core relationship will not change. If you are talented and tired of the same old same old and want something new, and you’ve got passion and talent, then you should deal with NVMG.
- If you were forced to choose only one, which emotion, more than any other drives you to stay in this tough business. Is it joy, anger, desire, passion or pride and why?
Jay Love: Anger. It has nothing to do with the music, but anger opens my awareness and fuels my passion. If I’m mad at something it helps me to concentrate and it fuels me to be able to do what I do. Also, I’m competitive. I can be angry about where I am in my life, I can feel that I’m not where I’m supposed to be and anger can fuel me to write, create music etc. I used to play sports and if I lost, I would feel like I didn’t compete at my best. If somebody is doing well, I’m not going to hate on them, but I am going to do everything in my power to get where they are and surpass them. The competitive spirit in me will fuel me to do this.
- Which aspects of being an independent artist and label boss excite you most and which aspects discourages you most?
Jay Love: What excites me is handling my own music and my artist’s music. I am a boss. I would rather people respect me and look up to me as a boss, but we can also be friends and be cool. As long as there is mutual respect, everything is good. I don’t know everything, so I have to listen and learn from others, still, as a boss I would rather learn from other artists and gain insights from others as a boss. I am always looking to learn from others.
Everything discourages me. You can be independently broke, etc. It’s so hard to get the wheels turning when you have to do it underground, unless your network is full of people in the right places. Unless you have people that will dedicate their time to water the seed and make sure the seed grows unobstructed this business is very hard. Unless you are a one-hit wonder, if you don’t have that, you have to work and work, and work. But no matter what nothing is going to stop me.
- In your opinion which important accessory of Rap music is the most powerful in capturing mainstream audiences, the lyrics, the beats or the flow?
Jay Love: Probably all of those things. East coast is the lyrics, West coast is Kendrick Lamar, Tyler the creator, etc. makes up that, down South is 808’s and hard production and the choruses are big down South. Gucci Mane, for example, when he first came out, it was just the beat and the hook that got everybody hyped. Gucci Mane has influenced a lot of artists. It is the production; if the production is not strong then it will weaken the song. Anybody can come out with the booty-shaking song and a dance song. If you are too lyrical then you can go over the fans head, they may not catch what you said or what you meant because they probably didn’t go through what you went through. The beat makes me want to write good music, I free write, I write without a beat. I put the beat to it afterwards, that’s not really good but that’s my form. I can write to the beat as well. I’m very unorthodox. Like when it gets quiet, I will sing or write without a beat.
- How involved are you in any of the recording, producing, mastering and marketing processes of your music and those of your artists. Will you be outsourcing any of these processes?
Jay Love: I would like to be able to work with a professional to be able to do things like that. But, no matter what, I will always be involved because I need to make sure things are done correctly. Even if there is someone who can do it perfectly, I am still going to want it more perfect. I am a perfectionist; I have to make sure everything is done correctly.
- The best piece of advice in this business you actually followed so far, and one you didn’t follow, but now know for sure that you should have?
Jay Love: Get all your business in order first. I have been following a lot of good advice. And since it’s still early, it’s kind of hard to tell what I didn’t do. The contract part, it’s a good idea, to get the contract out there before the creative process takes place. After you finish the body of work a lot of artists are like “why sign this?” and a lot of artists are scared of contracts because they get screwed over. But contracts are designed to make sure each party honors their word.
- At this point, as an independent artist and label executive, which is the one factor you desire most, and feel will undeniably benefit the your future (for example increased music distribution, better quality production, more media exposure, bigger live gigs etc…)?
Jay Love: More media exposure, because if no one knows who you are, then people aren’t going to know. In this industry, its monkey see, monkey do and usually looks outweigh talent. If you can keep the media talking about you, whether it’s good or bad, then you have a really good shot at accomplishing your goals.
- Do you consider Internet and all the social media websites, as fundamental to your career, and the indie music business in general, or do you think it has only produced a mass of mediocre “copy-and-paste” artists, who flood the web, making it difficult for real talent to emerge?
Jay Love: Both. But, who am I to say what is mediocre. The songs that I feel are mediocre are hits. But, I do believe it’s both. There are so many mediocre country and rock artists. Yes, it’s flooded on the Internet because everything is easy to access. I would never do that with my music, because I take my music seriously. If I can have the cow for free, why would I buy the milk? With the hip-hop industry we give so much away, for example YouTube plays are worth less than a penny. And then that artist has to split that penny with someone else. So, it’s terrible.
- What are your thoughts on Video and other visual media? Do think this media is important to you and your artists in any way?
Jay Love: I think these days, in order for a person to have the benefit of understanding where someone is coming from they need the video to go along with it. 50 Cent changed the game when he had a video for every song on the massacre. Beyoncé dropped a visual album online and she’s taken it to the next level. The video process goes hand-in-hand with the song and theme. Through your visuals, you can explain yourself more, plus the people like the visuals.
- What do you think is the biggest barrier you have to face and overcome as an indie artist and label manager, in your quest to achieve your goals and wider spread success?
Jay Love: Being taken seriously. That’s the biggest thing that I have to overcome because who takes an indie label serious that doesn’t have moderate success yet? Sometimes, I don’t take myself serious because I didn’t accomplish what I set out to do, but I know that it’s going to happen. If you do something and you fail, it’s good not to quit. It’s hard to be taken seriously when everyone is doing the same thing. You have to really put yourself in people face constantly, using every outlet.
- Can you tell us about any of the first projects or ideas you will be working on under the New Vision Music Group umbrella?
Jay Love: Luke Green, I am really working with him on a project. Another project is with Young Hollywood, an entrepreneur. I would like to have him crossover from the Latin community. I am trying to have a couple more artists and not be so hard-core. But I don’t want to water them down. The Boss, is another artist I am working with. I have about five different projects going on.
- What is the ONE thing you are NOT willing or EVER prepared to do in your quest to achieve success in your endeavors?
Jay Love: I’m not going to sell out for nothing. I am going to keep it authentic. This is me. I trust myself. If I learned how to cook then I trust myself to be able to put just the right ingredients into my food to make it edible. It’s the same with NVMG. I will never sell out my own principles just for money.
OFFICIAL WEBSITE: http://www.newvisionmusicgroup.net/