Grammy Award-nominated and platinum-selling producer Sonny Digital has worked with the likes of Future, 2 Chainz, Kanye West, and 21 Savage and has taken his talents to the latest social media craze, Clubhouse. The talented artist started his own “Club Digital” which has gained thousands of members as he started discussions surrounding some of music’s hottest topics. After starting a book club on the app, he had members gather for a reading of Gucci Mane’s The Autobiography of Gucci Mane, before following up with Confessions of a Video Vixen by Karrine Steffans.
As Sonny Digital is gearing up to release new music, he took a moment to speak to BLACK ENTERPRISE about what prompted him to join Clubhouse and what direction he may go in in terms of business.
You’ve recently incorporated yourself into the latest social media app, Clubhouse, and have built quite a following. What prompted you to join the new network, how is it helping you and your current project?
Somebody told me about it and I thought it was dope. I saw how quick and easy it was to grow a following on there so I just decided to stay on it. It’s helping a lot with building my brand and keeping engagement going. I can promote stuff on there, talk with my friends, create a book club, all kinds of stuff.
As a producer and a creative mind, how do you navigate through your music and then the business aspects of your creations?
When I’m doing the music, I don’t think about the business. If the music is good, the business is going to get done. I also try to make sure the business gets done as smoothly as possible. With things such as sample clearances, sometimes I’ll even try to accommodate the other person if it allows the business to get done easier.
What do you see for the future of music when it comes to new technology and/or trends?
I hope that the business side can catch up to how fast the music comes out. At this point, I’ll just wait and see what’s next. Things are moving so fast nowadays.
Even as a successful artist in this industry, people often have side hustles or businesses that may not be directly related to their artistry. Do you have any that you’d like to speak of or is there anything you want to do some time in the future when it comes to entrepreneurship?
I’ve been learning more about the inner workings of the cannabis industry. That’s something I’ve been interested in. That’s all I can say for now.
What advice would you give someone who wants to mirror your success as an artist/producer?
Do what you want to do from the beginning. It will make it easier in the long run.