British Virgin Islands-born, Atlanta-bred J Latoy is a diverse artist with a smooth, sultry sound. Ever since she was 14, she has made the music studio her second home. “Music is so therapeutic,” she affirms. Having shared the stage with “Love and Hip Hop Atlanta” starlet and rapper Rasheeda (“The Georgia Peach”), Diddy’s “Making The Band” castmate Dylan, and Jamaica’s own Merciless, she’s no stranger to the stage. She’s praised for both her songwriting skills and soul stirring singing ability.
“Music is the gateway to my soul and my voice is the vehicle I use to get me there,” she says emphatically. Standing tall at 5 feet 10 inches, J Latoy is fierce and she’s ready to show the world that she’s a force. She will soon release her debut album, Game Called Love.
Here she shares how she finds inspiration, her mom and how she measures success.
Do you most often actively seek inspiration or does it find you? Or is there a combination of the two?
I would have to say it’s a combination of the two. Everywhere where there is music, there’s inspiration for me, and music is everywhere. I like to hear diffident styles of music and analyze the different aspects, whether it’s the lyrics, the musical arrangement or just the structure as a whole. Also, watching movies or watching a performance show fuels a drive in me to want to better myself and hone my skills. I also get inspiration from life experiences and everyday life. Many of my songs are inspired by a past experience.
What led you to art in general and to your art form(s) in particular?
I wouldn’t say I was led; it was instilled in me. It’s always been a part of me. I grew up watching my mother sing in the house and at weddings so I guess you can say listening to her stirred up what was already inside and waiting to come out.
In addition to mastering their art, what other skill sets to you recommend that artists develop if they want to be successful?
In addition to mastering the art, I would say they need to have great people skills. People can see through the facades and gimmicks. I would say have a genuine sense of being: humility. Learn about the business, the do’s and don’ts. Find an image and stick to it. Know what your morals are and don’t compromise them for anyone because they make you who you are. But most of all believe in yourself and work your butt off to make others believe in you as well.
How do you stay at the leading edge of your craft?
Constantly practicing and listening to what’s out there. Stretching my limit and walking out of my comfort zone. Pushing myself.
Do you think that there are any widely held misconceptions about art and/or artists? If so, what are they and how do you work to dispel them?
Yes, the misconceptions are that you either have the face and the look, but no true talent, or the talent with no look. And the artists that do have the two don’t get the attention they deserve.
How do you map out your goals? How do you measure your success?
I’m kind of a dreamer. I live to sing and I believe in fate. What’s meant to be will be. But realistically, I shoot for one small step at a time, whether it’s working on the single first then finding the album, to just focusing on gigs to get a decent following. It depends on what I want at the time.
I measure success by how many people I’ve reached that appreciate my music wholeheartedly. And I don’t have to be famous for that.
Who do you consider to be your peers in your field? Who do you see/use as examples for you to emulate?
All artists and musicians are considered to be my peers. All who are doing it from the heart. We all love this thing called music and we just want to share it with the world.
I wouldn’t use the word emulate because I don’t want to copy anyone. I want to be myself, but there are ones that inspire me such as: Brandy, Monica, Beyoncé and Sara Bareilles. They have their own amazing way of sharing their gift to the world and I hope to one day share my gift in the same way.
Name two of your top role models: one in the art world and one from outside.
My role model in music is Beyonce’. She has the all-around package: the look, the talent, the stage presence, the work ethic and the commitment to her music.
Outside of music, my inspiration is my mom. She’s been supermom since forever. She always puts her kids needs before her own. She always finds a way to stay in control of any situation and not stress out – well not make it visible. She had the deepest faith and is so very spiritual and positive. Not to mention I’m the youngest of four siblings so I am spoiled. [Laughs]
Why do you consider continued learning important?
Continued learning is important because the world its constantly advancing and if you’re not onboard when it progresses, you’ll be left behind saying, “Well this is how it’s always been done; I never had any problems before”.
What affirmations do you repeat to yourself that contribute to your success?
“If I don’t believe in myself, how am I suppose to convince someone else to?” and “I think, therefore I am.”
What role does art have in the community? What role would you like to see art play in the community?
Art really doesn’t have a big place in the community as it should. It’s not as hugely exercised as I would like. I would like to see more after school facilities that offer art as an option. Especially in the ethnic under privileged communities. There’s more to after school than sports and cheerleading. Children need somewhere to go to express themselves through art. And studies show that children that exercise the use of art, utilize the left side of the brain making them smarter because they engage both sides of their brains. Arts are a great outlet for emotions and expressions.
What role does technology play in your day-to-day life? How do you utilize it?
Sad to admit, but technology plays a huge part in my life. Functioning without a phone with a data plan is not fun. Not to mention all the social media outlets that we all get consumed in one time or another. Also, the internet is very useful. Just about everything you need to find is found on the internet. The world had become technologically dependent, so it’s hard to stay away from the inevitable.
What software, app or other technological innovation has made the biggest difference in your life and/or career?
Facebook
Please define your personal brand.
It’s all about love.
What is your favorite vacation destination and why?
My favorite place is back home in the British Virgin Islands. I get to visit my family that still lives there and spend time with old childhood friends in such a peaceful and serene place. It feels awesome and proud to say I’m from the islands.
If you could change one thing about the world, what would it be?
Greed! Everyone is selfish, money hungry and don’t think about lending a hand. It’s very much of a “what’s mine is mine” “an “eye for an eye” kind of society. I wish it was more community based. If my neighbor’s up, I’m up. If my neighbor’s down, I reach down and help them get back up.
If you could change one thing about yourself, what would it be?
I wouldn’t change anything about myself. I’m happy with who God has allowed me to become. Every experience, trial, happy moment made me who I am today.
What does it take to be iconic? In your estimation, who has achieved that status?
To be iconic, you have to be a humanitarian as well as master your craft and make the world fall in love with your art. You have to find a way to surpass the outer shell, the eyes and ears, to reach to the heart and the spirit. Oprah and Michael Jackson are huge icons in my eyes. They saw above and beyond the potential in themselves and surpassed the odds and worked hard to be as successful as they are today. They also always found a way to give back to the community. That’s so important. It let’s the world know you don’t believe “holier than thou.” You’re human too. They are awesome human beings. R.I.P Michael. I miss you.
