The marketing executive with a hand in steering the careers of marquee artists like Jay- Z, LL Cool J, Juelz Santana, Chrisette Michele, Redman, Method Man, The Roots and 112, would be worth his or her weight in gold. And, if you are the woman marketing whiz who was an integral part of success on that level, you could pretty much write your own ticket. In fact, the woman who accomplished those feats during her seven-year stay at Def Jam Records, Amber Noble-Garland, has moved on to higher heights and established her own talent and management consulting firm, I For Talent LLC. Noble-Garland spoke with rolling out prior to a speaking engagement in Atlanta at the 2011 Entrepreneurs Conference and Expo on May 22-May 24, where her discussion topic is aptly titled, “Secrets of the Side Hustle.” –roz edward
What career path did you intend to travel?
Initially, I wanted to be a broadcaster in front of the camera. But, after working in radio as a teenager and then later on in college [at Temple University], I decided that I was leaning more toward the behind-the-scenes part of it, in terms of developing radio and television personalities and the business end of broadcasting. I oversaw syndicated radio programs like “The Russ Parr Morning Show,” and then I sought out new opportunities and transitioned into the record business.
What’s happening in the industry right now?
To be candid, a lot of record labels don’t necessarily have the staff or the time to invest in artist development as much as they used to. So, whatever is successful on the charts right now, like hot artists like Miguel or Keri Hilson, [record companies] are working to replicate whatever is already hot, so to speak.
What does it take to be a successful in the music industry?
Relationships are everything. You have to build genuine and authentic relationships with key decision makers. But you should also be respectful of the “gatekeepers” because those assistants and interns and coordinators are often buffers to the higher-level people, and they matter. And always bring your “A” game if you want to be taken seriously. … You have to really know your craft. So, if you are gong to be an entertainer, you better know how to sing, dance, engage the crowd and be warm and compelling. If you are going to be an independent label owner, then you better go buy some books, find some information, do the research, talk to other successful people … just don’t come half-baked and expect people in this business to take you seriously.
