Introduction

In the ever-evolving landscape of the music industry, artists and managers alike face unique challenges that require innovative thinking and dedication. Drew, the manager of Joyner Lucas and founder of Tully, shares his journey and insights on what it takes to succeed in this competitive environment. From his beginnings in marketing to managing an artist with a distinct vision, Drew’s experiences provide a valuable blueprint for those looking to navigate the complexities of the music business.

How Drew Became Joyner Lucas’ Manager

Drew’s journey into music management began when he discovered Joyner Lucas through a viral video. Initially, Joyner had another manager, but Drew’s interest was piqued when he saw Joyner’s creativity and talent. He reached out through some clever detective work, finding Joyner’s contact information via his website’s domain registration. With a solid marketing background and years of experience running Facebook ads for various clients, Drew proposed his services to help Joyner gain visibility in the music world.

The Transition from Marketing to Management

Drew’s initial foray into the music industry was through marketing. After graduating from Full Sail University, he quickly realized that the traditional path of becoming an engineer or producer was not for him. Instead, he pivoted towards marketing, where he found success managing ad spend for clients, including Joyner. This experience allowed him to understand how to attract audiences and build a brand, which ultimately set the stage for his transition into management.

Understanding Joyner Lucas’ Unique Talent

What sets Joyner apart is his multi-faceted approach to music creation. He is not only a talented rapper but also a skilled director and editor. This unique combination allows him to create visually compelling content that resonates with audiences. Drew emphasizes that Joyner’s ability to conceptualize videos before recording the music itself is a significant factor in his success. This approach enables Joyner to craft narratives that enhance his music and engage listeners on multiple levels.

The Evolution of Music Marketing

As the music industry has transformed, so too have the strategies for marketing artists. Drew notes that the golden age of Facebook ads around 2013-2016 was crucial for many artists, including Joyner. However, as platforms evolve, so must the marketing strategies. Drew’s experience emphasizes the importance of adapting to new trends, such as TikTok and YouTube Shorts, which are currently dominating the landscape.

The Importance of a Strong Team

For artists starting their careers, building a supportive team is essential. Drew highlights the value of having a manager who believes in the artist’s potential, sometimes even more than the artist believes in themselves. This relationship can provide the encouragement and direction needed to navigate the industry’s ups and downs. Drew’s dedication to Joyner exemplifies the commitment required from a manager, as he invests time and energy into ensuring Joyner’s success.

The Role of Tully in Artist Development

Tully, the app founded by Drew, is designed to streamline the creative process for artists. It enables musicians to write, record, and manage their music all in one place, significantly enhancing productivity. By addressing the needs of artists who often juggle multiple tasks, Tully aims to empower creators to focus on their craft without getting bogged down by the logistics of music management.

Challenges and Triumphs in the Industry

Drew’s journey has not been without its challenges. He faced setbacks while trying to build his initial platform, which ultimately led him to pivot towards marketing and management. However, his resilience and adaptability have allowed him to thrive. Drew’s experiences highlight the importance of perseverance in the face of obstacles and the necessity of learning from failures to achieve success.

Insights on Revenue and Monetization

As the music industry continues to evolve, artists must find innovative ways to monetize their work. Drew explains that traditional revenue streams are becoming less reliable, and artists need to explore new avenues, such as direct-to-consumer sales and unique fan experiences. The rise of AI in music creation also presents new opportunities and challenges, as artists navigate the implications of technology on their craft.

Future Trends in the Music Industry

Looking ahead, Drew anticipates significant changes in how music is consumed and monetized. He believes that the industry will continue to shift towards more direct interactions between artists and fans, with technology playing a crucial role in facilitating these connections. As new platforms and tools emerge, artists will need to stay agile and open to experimentation to remain relevant in the ever-changing landscape.

Conclusion

Drew’s journey in the music industry illustrates the importance of adaptability, dedication, and innovation. From his beginnings in marketing to managing a successful artist and developing tools for creators, his insights provide a roadmap for aspiring artists and managers. As the music industry continues to evolve, those who embrace change and remain committed to their craft will undoubtedly find success.

Key Takeaways

• Embrace Change: The music industry is constantly evolving; staying adaptable is key.
• Build a Strong Team: Surround yourself with people who believe in you and your vision.
• Utilize Technology: Leverage tools like Tully to streamline your creative process.
• Focus on Marketing: Understand the importance of effective marketing strategies to reach your audience.
• Stay Committed: Dedication to your craft and your team can lead to long-term success.