A passion for music can carry one quite far as either a singer, songwriter or in the case of Darren “Buttahman” Brin, as a music executive. Buttahman has parlayed his love for music into becoming one of the most influential players in the business.
In 2001, Buttahman joined the Music and Talent department of MTV where he launched the network, MTV Jams. Simultaneously he developed hip-hop programming for MTV2 including the first nationally televised hip-hop game show “Hoodfab” which he created, produced and hosted. Presently he is the Director of Music at BET Networks where he oversees the music for the countdown show, “106 & Park” and various other properties.
Rolling Out spoke with Buttahman and learned how he selects videos for “106 & Park,” his goal to make BET more diverse, and how advances in social media have inspired him to think outside of the box.
There have been high-profile controversies in the past concerning some of the videos played on BET. How do you determine if a video meets the network’s standards?
For “106 & Park,” I handle the new joints and the acquisition of world premiere videos. We look for videos that are in key with what our audience wants. We base it on buzz and press. Also because you have so many people making videos we look for things regional or on the Internet that we can put on and give an opportunity to on a national platform.
What is unique about the way that you direct your department at BET?
I come from a more diverse music space at MTV so I understand because of the new media and file sharing that African-American teenagers tastes are not in one space. They appreciate pop and other genres. Since I’ve been here we have featured Katy Perry, Lady Gaga and embraced the Rihanna’s and other artists who are African-American but considered pop.
What changes have you witnessed within your field over the years that directly impact the way that you do business?
When I started at MTV there was no Facebook or Twitter. The online world was complementary to programming. Now that’s shifted and we have to pay attention to social media now more than ever before to understand the youth. We are not the gatekeepers anymore. To stay competitive “106 & Park,” is now very interactive through trending topics and is about to launch a huge social media week.
Musically, what is your guilty pleasure?
I don’t really have one because I understand people are no longer trapped into one genre. If anything that would surprise people it’d be that I listen to Roscoe Dash.
If someone saw you dancing in the club what would they say?
I can move. I got rhythm and I roll with the best of them.
