With offices and employees spread across the globe, sometimes it takes time to get to know everyone. In our series ‘What The #&@$ Do You Do?!’ (WTFDYD), The Orchard highlights Orchardites from all over the world to learn more about their role at The Orchard and experience working in the music industry.
Tell us about what the *&^# you do!
I’m the VP of Streaming and Strategy here at The Orchard. But ultimately, I wear a bunch of different hats. I primarily sit on our Sales team, so coordinating a bunch of our releases within hip-hop and R&B, making sure our DSPs (Spotify, Apple Music, Tidal, Amazon, Deezer, TikTok, etc) are aware of our music as we try to get the best placement for each of our artists.
I also sign a few artists and do different things here and there. So internally, just quarterbacking everything that has to do with hip-hop and R&B and making sure our releases run smoothly.
What’s your favorite part of your job?
I would say my favorite part of the job is that no two days are the same. There are certain weeks where there are insane new releases coming out and different music. There are other days when things may be a bit slower and I get a chance to think more and develop marketing campaigns. But, I think ultimately I’m in a space where I’m lucky to be able to work in a culture that I love and I participate in—and that’s the amazing part about it.
What’s a campaign/project you are proud to have worked on?
There are so many, to be honest. Blxst is an R&B artist out of L.A. We got him super early, he’s signed to Red Bull Records, which is distributed by The Orchard, and it was amazing to see the culmination of him going platinum and becoming a star. We got the project when he was just budding and we worked to create several campaigns that ultimately led to a lot of people knowing him and listening to his music, which was amazing.
How has Hip Hop influenced your career?
I mean it’s everything. I don’t know if it’s just influenced my career, it’s influenced my way of life. Hip-hop is something that defines the way you talk, dress, think, and act. It’s a culture — it’s bigger than just a genre of music. I’m grateful for this culture because I’m able to make money and have fun at the same time.
What’s a Hip-Hop history moment that had a significant impact on you?
There are so many. I think a Hip-Hop history moment that really meant something to me was probably my first Jay-Z concert. I think it was the time he headlined Madison Square Garden on 9/11. It was the run of the century — Jay-Z came, tore it down, and really shifted the city in terms of culture, music, and the way performances are done.
90’s East Coast or 90s West Coast?
East Coast baby!
Game-changing Hip-Hop album?
Get Rich Or Die Tryin’ by 50 Cent
Favorite female rapper to watch?
Best lyrical line?
The Notorious B.I.G. has this line,
“Heartthrob, never, black and ugly as ever,
However, I stay Gucci down to the socks”.
I thought that was so dope because, while he was talking about him being a big guy and feeling ugly… he had a “however.” I think I carry that with me — no matter what shortcomings and downfalls you have, you always have to have a “however”.
Greatest rapper of all time?