Super producer TJ Boyce discusses the importance of grassroots marketing

TJ Boyce

Name: TJ Boyce

Title: CEO of Abdu entertainment

 What big names have you worked with: P. Diddy, Too Short , Snoop Dog, Bun B

When did you realize that music was your destiny?

My father was a pastor and my mother was a model and artist; so music played a huge role in my life. Growing up in a household with that much creativity gave me many outlets that I could experiment with artistically.

How would you describe your style as a producer?

As a producer, I’m more of a throwback to the Quincy Jones-type of producer because I don’t think that I can be pigeonholed into one particular style of production. Right now I’m working on an independent film called City of Juice and a short film titled My Team. My Team was originally a record that was performed by me and two other artists that will be released on my label as a mini movie.

Who were some of your greatest influencers?

My greatest influencers are Michael Jackson, Tupac, Biggie and Steve Wonder. They are all groundbreaking artists, and to this day you are still amazed when you hear their music. That’s what I want people to hear in my music. It’s a different time now, but I would like to change the game and bring that authenticism back to music.

What advice would you give an artist that you wish someone would have given you?

I wish someone would have told me to put my money behind my product through grassroots marketing. When you put your money behind your product, it makes you more serious and it makes you respect it a lot more. I know a lot of artists who are looking for someone to put them on and discover them. If your stuff is hot, get behind yourself and even if you don’t have thousands of dollars just put out what you can. It’s about conquering your block, then conquering your neighborhood, then conquering your city, then conquering your state; before you know it, you can conquer the world.

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