Which artists or producers do you think people should be paying more attention to right now?

Apollo Red is someone we’re very high on, and I love working with him. Our roster has been involved in his project through Bakkwoods. I also really like DALEXA. She’s super talented, had a strong record last year, and it’s been great seeing her stay consistent and grow. iyrus is another artist I’ve been really into. He just opened for SoFaygo and dropped a solid EP that I’ve been playing front to back.

On the producer side, Franxo stands out. He worked on EsDeeKid’s “Ferragamo” early on and stays very tapped into the overseas scene. Tjay, a duo of Jack and Trey, are also incredibly talented. Y3RIP continues to impress in the underground, and Silo is really building momentum right now, with meaningful love doing strong numbers. I like that he’s both a producer and an artist.

Outside of hip hop, Duke Jones in the country space is someone I believe has a high ceiling, and in R&B, D Scott is a newer artist I’ve worked with who I think is really talented. Those are a few names that come to mind, but there’s always so much great music being discovered.

What advice would you give to new producers who are just starting out and want to work with established artists while building their own brand?

I’d say the biggest thing is to be genuine and be yourself. It’s great to take inspiration from others, but you should filter that through your own creativity. Artists are often looking for something fresh, whether that’s a new sound, a different sample, or a unique approach to production. I can’t tell anyone exactly what that difference should be, but leaning into your individuality and trying new things will always matter. At the same time, you also have to be realistic. You can’t come in expecting everything overnight. You have to earn your stripes, put in the work, and show growth over time.

Beyond the music, relationships are everything. People can sense when something feels forced or robotic, so building real connections goes a long way. I always think about something one of our producers, Michael Carroll, once said. He likes to meet people first, grab coffee, have lunch, or just hang out before even getting in a session. That kind of connection breaks the ice and creates common ground, making collaboration feel more natural. At the end of the day, this is a relationship driven business. You’re going to keep seeing and working with the same people, so being genuine, building trust, and connecting on a human level is very important.

Do you see any common mistakes new producers are making nowadays?

I think mistakes are just part of the journey. Everyone makes them, and they’re often the best way to learn. One thing I see a lot is producers not being realistic about where they or the artists they’re working with currently stand. It’s important to understand the context behind a song, a placement, and the overall relationship, since every situation is different and expectations need to align with that.

On the business side, a common mistake is not understanding how to properly collect income. There are a lot of moving parts, from master royalties and SoundExchange to publishing, splits, and PRO registrations. It won’t figure itself out, so producers need to be thorough and make sure everything is set up correctly. The work doesn’t stop after a placement, and there’s often money left uncollected if the back end is not handled properly.

As things grow, some producers can manage this themselves while others benefit from having a manager. It really depends on workload, but either way, understanding the business side and staying organized is key.

What are some effective ways producers can market themselves and stand out from others?

I think branding is one of the biggest things for producers today. You have to see yourself as a brand, not just someone behind the music. Interviews, content, and storytelling all help create an organic narrative around who you are and what you’re doing, which naturally leads to more people wanting to work with you.

Using social media well also matters. Beat breakdowns, behind the scenes moments, and partnerships can showcase your personality and process, even if you prefer to keep certain details private. It’s really about building visibility and a clear identity.

Another major shift is producers stepping into artist roles and becoming co primary artists on releases. That move has helped many producers build stronger recognition and ownership, and it has been a powerful evolution for the producer community overall.