The touch of Angelo Ellerbee is certified gold for artists stretching across the R&B urban music spectrum. His agency, Double XXposure Media Relations, has worked with talents such as Michael Jackson, Dionne Warwick and DMX. Ellerbe’s company represents the top tier of the urban entertainment development, branding and management.
Rolling out spoke with Ellerbe about his management style and the business of the music industry.
How did you determine your career path?
I don’t know if I chose my career path or if it was determined for me by my mother. My mother had seven children and an 8th grade education. Her faith in God was absolute and she instilled this in all her children. But she also mentored all of us through her work ethic and we all had jobs. She would take the phones from the house so there would be no distractions from studying while at work. My mother told me that when I reached the age of 16, I would be expected to pay rent. She was a stern disciplinarian and when I didn’t have all of the rent money, she took action. She told me I don’t live in that room anymore and I saw that my room was empty. My mother had taken all my belongings and put them in the backyard. It took me two days to get the rest of the money and my clothes were ruined. She then told me that I could not bring my soiled belongings into her house. This prepared me for life and self preservation. I learned a valuable lesson. At 58 I have never been late paying rent or anything.
Was being in the arts always your passion?
I was very much into fashion while a student at Weequahic High School in Newark, New Jersey. I actually started my business in my mother’s basement.
How did Double XXposure come about?
I met Camille Mtume, wife of the musician Mtume who wrote the hit “Juicy Fruit.” She saw my work and soon a business relationship developed. She got me into artist management and business, teaching me how to orchestrate and develop contacts. I made it happen because I wanted better things in life. I learned that common sense efforts lead to success.
What do you do to stay on top of your game professionally?
After 46 years working in the industry I learned first how to define FRI-END. I doubled my faith in God and learned how to give back, not being selfish. I remember at my mother’s funeral I heard her voice say to me give back, not be selfish and watch the blessings flow. I learned and understood the art of alliances and of taught and being taught. I try to teach young talent how to utilize their talent and learn the business and tradecraft. I use the allegory that the chance for fame and to stand is not like instant coffee; it must be slow brewed and takes time for a good cup of real coffee. Young talent can be accusatory when they have a setback.Instead of being “AMBITIOUS” they become “AM-BITCHES”. The most important thing I tell them is “You fall down and then you get up”.
Describe skill sets that are essential to musicians today.
Visual presentation is key- Your first impression will be a lasting presentation.
Know your craft- You must rehearse and always better your craft. Even the top vocalists in the industry have a vocal coach
Selection of manager- You must choose a real business manager, not your boy who is the weed guy down the street. You must get an entertainment attorney who understands the business also.
Select people around you that will truly move for you and not be around you just for a check.
Read, write and comprehend- Understand the importance of the business of the industry, you must continue to educate yourself
What are the key technology business factors that are changing in your industry?
The digital world. Through social media and internet sales the way music is analyzed has changed the percentage to the artists.
Are artists today shooting themselves in the foot for a moment’s worth of fame?
Yes, and they are using shotguns. America is “gangster.” We sell image and style. Because young people insist on instant gratifications, we get sex tapes and opportunists like the Kardashians. How we serve as mentors is important. We get more t*ts and a** than music. Also, the way artists are posting their life on media is important. You have artists holding guns, smoking blunts and appearing half naked. Before I look at a resume, I look at their social media and tell them to take the time to clean that sh*t up. There is a void that must be filled when it comes to record labels and Black artist development. We have gone from a high of around 22 labels to maybe 2-3. This is an important loss of Black record labels. This is because there has been a focus on the development of the record label as opposed to the development of the artist. Berry Gordy understood this and that is why I admire him.
How does a lack of industry knowledge lead to self-victimization and crisis as an artist?
I have dealt with artists who have had issues, DMX is one example. He seemed on a course of self destruction because of the element around him. But the man is brilliant and people don’t see that side. He was victimized at an early age and at 14 his father left him and his mother basically abandons him. Since then, he has gone places making $8-9 million a film and he always knew his lines. When he was faced with challenges what helped him through was when I would pray with him over the phone. He was dealing with a lot of demons and they kept coming back, he needed unconditional love someone to help and not to use.
People don’t get a chance to understand the business. Take for example Bloodline records before I took it over they had $6-7 million for the start up of the label. When I came in they only had $200K left all the money was gone. I preach the business of music; you must know every angle of the plan. If you know they are going to try to sweep you under the rug know the room and rug they are going to try to use. For example the concept of recoupables that record companies use. When an artist travels with an entourage 45 strong and they have hotel rooms and spend money on room service the labels take it out of your money. TLC is a good example; it’s about being “ambitious” as opposed to being the opposite which is being “ambitches.” Being “ambitches” does not make stars.
(While Ellerbe was president and CEO of Bloodline records. DMX global record sales reached 22M through his leadership.)
Describe goal-setting methods you use.
Pray a lot and have true faith.
Remember the problems in trusting. Make sure you have a lawyer to watch the business manager and a business manager to watch the lawyer.
The importance to serve as an example and mentor; everyone’s job is to raise our children and create a work ethic.
Share what we have and give what we can.
Name three creative icons that have influenced your approach to business and life.
Dionne Warwick- For her staying power. I am inspired by her because she cares unconditionally. She was among the first entertainers to embrace HIV/AIDS awareness. She is a role model and has always shown that everybody needs to be forgiven.
Berry Gordy- Because he took something that was nothing and made it into something great.
My Mother- Though she had little education she gave so much. I did a fashion shows all around Newark and I decided that I wanted to go to Paris, France. I told my mother and that If I could raise $5K I could go and how was I going to do that? Because of the lessons she taught me on self determination, I raised the money by doing fashion shows and raised $6K and I was off to Paris. I stayed in Paris for two years.
Do you have a daily affirmation or principle that motivates you?
I wake up in the morning at 3:30 a.m. and pray for an hour and read the Bible. I then make my West Coast and international calls.
What book is currently on your nightstand?
The Bible and a passages book given to me by my sister.
What message do you have for our readers who might be aspiring musical artists?
Responsibility. Be responsible for your lyrical content and visuals.
