Juju On Da Beat – “If you give 100%, there’s no way you can fail”

In this exclusive interview with Studio Talks, we sit down with the incredibly talented music producer Juju On Da Beat, known for his signature hard-hitting drums and smooth melodies that have captured the attention of major artists like Pop Smoke, Maino, DreamDoll, and Uncle Murda. With hit tracks like “Get Back” and “Rap Up 2024”, alongside multiple high-profile placements, Juju has firmly established himself in the music scene. In this candid conversation, he takes us through his journey from a passionate music lover to a professional producer, offering invaluable insights into his creative process, his rise in the industry, and exclusive advice for up-and-coming producers looking to break through and make their mark. This interview was conducted by Andrej Aroch via video call on February 1st, 2025.

Can you share how you first got involved in music or what made you pick up music production?

I always wanted to learn how to make beats. As a kid, I used to get in trouble in school for pounding on the desk with a pencil, making beats. But I didn’t pursue it seriously back then. My father signed me up for drum lessons when I was about 13. I tried to learn the keyboard, but it wasn’t really my thing. Drums were always my thing.

Later in life, I got into music production in a way that was probably different from most producers. I always wanted to do it, but I kept postponing it—I never got instruments, software, or anything like that. Then this one kid I knew, a friend I met during my early years in the modeling industry, ended up inspiring me. Back then, I was doing print work for brands like Southpole and magazines like XXL and The Source.

Years later, that same friend, who had been modeling too, said he wanted to be a rapper. One day, I was driving home and heard his song on Hot 97. I thought, “If he can do it, maybe I can start making beats and give it a shot too.”

The next morning, I woke up, drove to Guitar Center, and went crazy buying stuff—speakers, keyboards, a computer. I bought everything I needed. I started teaching myself by watching YouTube tutorials. At first, I used Studio One, but I struggled because it wasn’t very user-friendly for me. I figured out how to use it, but my music was horrible. I thought about quitting, telling myself, “This isn’t for me. It’s not going to work.” But I’m not a quitter, so I kept watching tutorials.

I noticed a lot of people were using FL Studio, so I switched to that. It was way more user-friendly, and things started clicking for me. I practiced every day, sometimes for hours into the next morning. I worked on the basics, then let my creative imagination take over.

A year later, I landed my first placement with DreamDoll on her Life in Plastic project. From there, I started working with a producer named Myles William, and through him, I landed placements on projects with artists like Maino and others. Since then, I’ve been constantly elevating, never limiting myself, and always pushing beyond what I thought I could do.

What was your process for landing your first placement, and how did you reach out to artists?

In the beginning, I was sending DMs to artists left and right, but I wasn’t getting much of a response. I talked to a friend about it, and he told me, “You’ve got to be consistent.” He explained that you have to DM artists, but not in a way that floods their inbox. Instead of messaging them daily, I’d send a DM and wait a week or two before following up.

He also suggested trying different tactics. I started tagging artists in the beats I posted on my page, and that began to get me some attention. I’d tag them about once a week—never spamming—and soon after, artists started emailing me through Instagram.

Sometimes, I’d send snippets of beats in a message or write, “Hey, I’d love to send you a beat pack. I’m a fan of your music and just trying to get my beats heard.” Eventually, someone took a chance on me. From there, I kept sending beats, and my tracks started getting noticed.

I truly feel that God blessed me with the ability to network and stay consistent. I kept putting myself out there, staying persistent, and overcoming fear or shyness.

Can you share your process when you start working on a beat from scratch?

Even before I go to sleep, I’m thinking about what I want to do next—what artist to work with, what beat style to create, or how to do something unique.

When I wake up, it really depends on my mood. Some days, you wake up and feel off—you sit down, turn on the laptop, start pressing keys, and everything sounds like trash. Every sound—every snare, every 808—just feels off. On those days, I turn to YouTube for motivation, listening to the artists I want to work with or their recent music from the past year.

I start my day with coffee and immerse myself in music, just soaking it in. Once I catch an idea or feel inspired, I turn on the laptop and start creating. Sometimes, I’ll create something similar to their style, while other times, I’ll go in a completely different direction to stand out.

While creating, I picture the artist’s flow in my head and sometimes even rap like them—out loud or in my mind—even though I can’t rap. This helps me build the beat around their style.

The process always begins with understanding the artist and their vibe. From there, the key is sound selection. Sound selection is key because the melody and vibe are what catch an artist’s attention first. Once I’ve nailed that, I focus on the drum bounce to tie it all together.