Q&a: G. Roberson
By IVORY M. JONES
Saturday, November 5 2005
Saturday, November 5 2005
Published on AllBusiness.com
Growing up in the Bronx, N.Y., in the 1980s, G. Roberson got a firsthand look at the then-burgeoning hip-hop movement. Fast forward to today, and he is a key driver of hip-hop's mainstream infiltration.
Roberson started in the music business as part of the early Roc-a-Fella Records team, under the tutelage of co-founder Jay-Z, now president/CEO of Def Jam. In 1998, Roberson launched management and production company Hip-Hop Since 1978 (HHS78) with Kyambo "Hip-Hop" Joshua. The pair has masterminded the career of star client rapper/producer Kanye West.
When the HHS78 partners were named senior VPs of Atlantic Records' urban A&R department in March, it helped cement their high-flying status in the hip-hop movement.
In this new role, the dynamic duo oversees the A&R development of such chart-topping success stories as T.I., Paul Wall and Twista, in addition to the HHS78 roster, which also includes producer Just Blaze and rapper Saigon. The latter is signed to Atlantic via Blaze's own Fort Knocks Entertainment label.
Q: How is it balancing your new role as an A&R executive with your management and production responsibilities?
A: In any field, whatever your craft may be, you always want to come in wearing the right tools. I really relate it to carpentry; if you're a carpenter hired to do a job, you want to make sure you bring your tool belt to accomplish it. So, if I'm working for a major label but I happen to have my own entrepreneur spirit with my management company and label, I'm able to be that hard-working carpenter with the tool belt. It all ties together.
Q: How do you and your partner plan to put your stamp on Atlantic?
A: We're trying to focus more on breaking new talent, but we know that breaking new talent takes so much time. Such is the climate of music right now—everything has to be branded so heavily in order for it to pop that we're really focusing on the new acts, particularly Saigon. We're also working as a team effort within the whole structure for [such artists as] T.I. and Trick Daddy, in terms of rolling that out.
But we're really looking forward to and are in the process of branding our HHS78 situation, of course. We want to make an impact with Saigon, in conjunction with Just Blaze with the Fort Knocks situation. We're going to keep it one big family.
Q: What do you think has been the key to HHS78's success to date?
A: The business dictates and is kind of molded around the entrepreneur spirit. I really think the executives that have been able to multitask are the
Roberson started in the music business as part of the early Roc-a-Fella Records team, under the tutelage of co-founder Jay-Z, now president/CEO of Def Jam. In 1998, Roberson launched management and production company Hip-Hop Since 1978 (HHS78) with Kyambo "Hip-Hop" Joshua. The pair has masterminded the career of star client rapper/producer Kanye West.
When the HHS78 partners were named senior VPs of Atlantic Records' urban A&R department in March, it helped cement their high-flying status in the hip-hop movement.
In this new role, the dynamic duo oversees the A&R development of such chart-topping success stories as T.I., Paul Wall and Twista, in addition to the HHS78 roster, which also includes producer Just Blaze and rapper Saigon. The latter is signed to Atlantic via Blaze's own Fort Knocks Entertainment label.
Q: How is it balancing your new role as an A&R executive with your management and production responsibilities?
A: In any field, whatever your craft may be, you always want to come in wearing the right tools. I really relate it to carpentry; if you're a carpenter hired to do a job, you want to make sure you bring your tool belt to accomplish it. So, if I'm working for a major label but I happen to have my own entrepreneur spirit with my management company and label, I'm able to be that hard-working carpenter with the tool belt. It all ties together.
Q: How do you and your partner plan to put your stamp on Atlantic?
A: We're trying to focus more on breaking new talent, but we know that breaking new talent takes so much time. Such is the climate of music right now—everything has to be branded so heavily in order for it to pop that we're really focusing on the new acts, particularly Saigon. We're also working as a team effort within the whole structure for [such artists as] T.I. and Trick Daddy, in terms of rolling that out.
But we're really looking forward to and are in the process of branding our HHS78 situation, of course. We want to make an impact with Saigon, in conjunction with Just Blaze with the Fort Knocks situation. We're going to keep it one big family.
Q: What do you think has been the key to HHS78's success to date?
A: The business dictates and is kind of molded around the entrepreneur spirit. I really think the executives that have been able to multitask are the
