Is it accurate to say that the good old days of R&B are gone? The music industry has undoubtedly undergone a transition that has affected all music genres, but R&B is feeling every jab. Singer/songwriter Avant (@avantmusic) realizes the changes that have taken place throughout his 14 years in the music game and is determined to keep the integrity of R&B intact. With top-charting albums and records to his credit, Avant is one of the few R&B artists that is still pulling at the strings of the soul through his music.
I had the opportunity to sit down with Avant to talk his career journey, longevity and his advice for young talent on the come up.
On Humble Beginnings:
I came from very humble beginnings. My uncle is the one who got me started and put me in a different space musically. He used to rehearse in my mother’s basement, and I had to clean up when they finished. I could literally smell the music business, and that filled me with the inspiration to sing and write. That inspiration led me to become a singer and songwriter, and a few years later I was in Cleveland peddling my CD’s out of the trunk of my car.
Everything started to take off when my manager and I got my record placed on WGCI (the Chi’s  No. 1 for hip-hop and R&B). After my record began to get regular rotation on the radio stations, I heard from a few people and ultimately decided to go with a man by the name of Magic Johnson. I decided to move in this direction because I knew with him I would be able to do the things I wanted to do with my record. I linked up with Magic, he worked with me on my first project, and it took off from that point.
On Moment He Knew Music Would Be His Career:
That aha moment for me was when I did my first album. At first I thought, I got a couple of records that are out and the people love it. My management team and the record label told me four or five weeks later that I had to begin working on my next album. I was thinking already?! That was the crystal clear aha moment for me. At that point I realized that I had to start over from the beginning and continue to make great music if I wanted this to be my life.
Read more about Avant’s insights on career longevity on the next page …
On Business Behind the Music:
You have the 360 deal, licensing deals, standard deals, and a few others, but if you do not have the money, you have to go with what the company may give you. Today you need the labels’ backing to help make you as big as you can be. This is what is so scary about being a new artist. I don’t know if they are putting enough time and money into new artists to allow them to develop. When I came into the game it was really the last few years of artist development because they found out how fast the money could come in. They could grab anyone to come in, sing a song, and get right to the next person. Everything is so fly-by-night, and they are ready to hear the next artist, and the artist after that.
If I were a new artist I would beat the pavement, try to hit as many radio stations as possible, and put out free music (mixtapes) so people know your presence is in the building. There is so much out there in the marketplace, so you have to come up with a strategic game plan to get your music seen and heard.
On Longevity:
You have to take ownership of your career. Period. I tell everyone that comes into the studio that you have to learn and invest time in your craft, not just musically but professionally. Take time to understand the game and the direction it is moving in.
For me it is continuing to stay true to R&B by telling real stories through my music, while at the same time branding Avant music. You never stop building your brand and engaging the people that have supported you throughout the years. There are always stories to be told musically, so it doesn’t have to be the same R&B but you can bring a new version of it to the listeners. The key is maintaining the integrity of R&B in the music despite the heavy influence of hip-hop and pop music.
Advice for Young Artists Coming Into the R&B Game:
- Believe in yourself wholeheartedly and fight hard. Keep your faith high and understand that it will take time. Become a student of music and the business of music so that you can control your career. Listen, learn, and listen some more.
- Understand that everyone is not going to like you, believe in you, or want to work with you. Some people will hate you, but you have to fight through all of the negativity. That’s not just in music, but in life. Be ready to withstand a lot of abuse, because it is coming your way, and say hey, I’m still here.
- Stay true to the music. There will be a lot of people telling you that you should switch up your style and that certain things are what people want to hear. Maintain the integrity of the music and of who you are because this is what people will support you for.
Daron Pressley (@daronpressley) is an entrepreneur and former Fortune 500 sales and marketing executive who has been featured on outlets including Fox45 News, Black Enterprise magazine, and The Washington Post. Knowledgeable in marketing and branding, Pressley works with professional athletes, organizations, and individuals to develop strategies to create, build, and grow brands. As a speaker, Pressley has reached more than 20,000 students. He also provides dynamic insights on leadership and branding via his Website:Â DaronPressley.com.