John DeBey is a California-based music industry executive and TV producer. John’s most recent work includes the launch of WLM (World Live Music) “Xposed,” an ongoing music video showcase airing in April, 2015 on the Time Warner Cable Network/TruTV Channel 35.

The show will invite some of the greatest independent and major artists from around the world to share industry experience and showcase their talents. Prior to his work with WLM, John spent ten years in marketing, promotions, and artist development with Island Def Jam Music Group, Universal Music Group, and MBK Entertainment.

Table of Contents

4:40 – If you had to describe yourself as a band, song, or genre, what would it be?

5:40 – Tell us more about how you go started in the music industry?

9:05 – Tell us more about your TV show launching in April of 2015.

14:03 – Can you share with us a moment where you were able to get an artist on the right track with their career?

16:44 – What’s been one of the biggest setbacks that artist’s make and really stop them in their tracks?

25:39 – Three things artists should be doing today to grow their fan-base and move their careers forward

If you had to describe yourself as a band, song, or genre, what would it be?

I’m kind of a 1960’s guy, so I would have to say “Hold On, I’m Comin” by Sam & Dave. I’m someone you can depend on, I’m definitely going to make it through. No matter how bad the obstacles are, no matter how much the fences go up, we’ll jump over those hurdles when we get there. I feel like my soul is from that time, and that era.

Tell us more about how you go started in the music industry?

I got started back in 2003. I was an intern at Island Def Jam. We were pitching records to radios and breaking records. One day I just came up there with my cousin, I came upstairs and the office was a mess. Papers were all over the place, and records were strewn all over the table. And I asked these guys, I can help you clean up around here, why don’t you give me a gig? I thought they were gonna say, man, get outta here kid. Surprisingly, they asked if I could start tomorrow. I interned there for a year, then got promoted into marketing and promotions and went up from there.

Tell us more about your TV show launching in April of 2015.

The segments are all set-up differently. There will be an introduction where we introduce the first artist, then play their video, then go on to the second artist. On certain “surprise” episodes, we’ll cover a red carpet event. We’ll bring an independent artist out to a red carpet event so they can experience being in that spot light.

Can you share with us a moment where you were able to get an artist on the right track with their career?

There was a rapper by the name of Mike Mills based out of my hometown in New York. I grew up with him. Mike is a very talented artist. He had a deal on the table back in 2005, but it fell through. There were a few other artists coming out with similar names at the time and they just got put through the machine first. I worked with Mike to develop a new sound and a new trend, and Mike is now ready to release his next album. And now Mike has a totally different sound than from before.

What’s been one of the biggest setbacks that artist’s make and really stop them in their tracks?

This answer is going to apply to myself, as well. It is: Not taking advantage of technology and social media in the very beginning. These disruptions have shaped the industry in numerous ways, and without it I think music labels would cease to exist.

Three things artists should be doing today to grow their fan-base and move their careers forward:

1. Musicians need to start running their music careers like a real business. That means accounting, making investments in themselves, and forming partnerships with nonprofits and for-profit corporations.
2. Artists need to stop relying on managers to help them ‘make it,’ or expect managers to finance their careers. It’s just not their job.
3. Stop selling CDs and start selling impressions. Artists need to start focusing on being in the advertising business. If you have a large show, don’t worry about CD sales. Instead, find out if you can charge someone to put their business coupon in your CD cases, and then promise them that you will hand them out at your show for free. That way, they’ll be paying for your record, and you will be making cash with no pressure to sell CDs at all. It’s a new model, but artists need to get used to it.

The best ways to reach John:

LinkedIn:
https://www.linkedin.com/in/seandebey

Twitter:
https://twitter.com/Mr_DeBey