An interaction with Courtney “Court Digga” Powell, if received in its proper context, can produce a wealth of information and establish a connection worth its weight in platinum. An industry veteran in every sense of the word, Powell cut his teeth with Lisa “Left Eye” Lopes before establishing himself as a true force as a promotions executive with Def Jam, Elektra and Atlantic Records. Currently serving the ShadyVille DJs as its Co-Creative Director and content curator, Powell shared his unique approach to promotions and more during an exclusive interview.
How has digital marketing changed how you approach music campaigns?
Digital marketing has increased my ability to gain the awareness of an artist or product extremely faster, in comparison to when I had to physically mail 12-inch vinyl to DJs, then build my plan of attack in each marketplace.
What have been some of your most significant moments as a consultant?
- I was hired by DTP to apply my radio-street marketing experience to work Chingy “Right Thur.” Then in 2004 they hired me again to work Bobby V ’Slow Down,” while [I was] working at Atlantic Records before becoming the VP of Promotions for DTP.
- After being fired from DTP, I became the manager for the group “Playaz Circle” [where I] assisted in creating the Duffle Bag Boyz movement and the set up of 2Chainz.
- I was hired by Ron Browz (producer of “Ether”) to work his single, “Pop Champagne,” from which I got him an album deal at Motown under Sylvia Rhone direction.
- Becoming a contractual independent consultant (radio promotion/lifestyle marketing) within the Warner Music and Universal Music Group in 2016 was when I truly learned my worth and having the chance to work with any label within the system is refreshing.
Describe the vision you have for yourself now versus the vision you had five years ago.
To challenge myself to implement music, fashion, the arts, extreme sports and gaming for the urban culture and educate the youth [to create] a level of independence.
How do you stay current in your field?
Research and reading … keep me current in my field, and I have a team consisting of 25 members between the ages 10-25 (Kaise, Kollin, Kamar, Churxh) who keep me in the loop of what their peers discuss.
Read more after the jump.
