Darrale Jones’ impact on popular music has spanned over two decades and counting.
Back in 2017, Cardi B made history with the release of “Bodak Yellow.” She became the first woman rapper to top the Hot 100 charts without a feature since Lauryn Hill. Less than 2 years later, she became the first woman rapper to win a Grammy Award for Best Rap Album with her debut Invasion of Privacy. Cardi B continued her success in 2020 by winning Billboard Women of The Year after the success of her latest anthem, “WAP,” with Megan Thee Stallion.
Many are familiar with the aforementioned success of rap superstar Cardi B. With every great superstar, there is a team of individuals working to ensure their triumphs. In Cardi B’s case, one of those key individuals happens to be Atlantic Record’s SVP of Urban A&R, Darrale Jones. Jones returned to the label back in 2018 after his departure 5 years prior.
While Jones is one of the last to boast about his success and longevity, his input typically lead to cultural-shifting moments. He labels those moments as “humble contributions.”
Before those contributions came into fruition, Jones was an eager Trenton, NJ native with California dreams. Following a couple of trips to the Golden State, he landed an internship with Motown Records with the help of a mutual friend. As an intern, Jones’ job description was not exactly what he had in mind. He began to look for departments that best suited his interests, which led him to A&R. He became an assistant to label executive Vida Sparks.
Despite another unsatisfying day-to-day role, Darrale became fond of attending showcases. During one showcase, he discovered singer-songwriter/producer, Tim Miner. Jones would pitch Miner to Motown’s President at time, Jheryl Busby, and Miner was later signed to Motown. Not only did Motown notice Darrale’s natural ability as an A&R, but it was a self-realization of his own. He would go on to leave his impact at Dreamworks and Columbia before landing at Arista.
During his time at Arista, Jones orchestrated a deal for then-Chicago newcomer, Lupe Fiasco. Simultaneously, Usher was recording his legendary album Confessions (2004) at the time. A call from LA Reid would leave a legendary mark on Darrale’s career forever.
“LA called me back to his office and said, ‘you need to figure out a way to get on Usher’s project.’ And I’m sitting there thinking, how would I do that? I don’t know him or his mom, who is his manager at the time. I didn’t say that to LA but that was my thought. I go back to my office and Marc Byers calls me. Marc is the General Manager at Motown at this time and was managing Dre & Vidal. He says to me, ‘we’re in New York and we got a smash for Usher.’ I’m like, What? God loves me. When they come to my office, they play me “Superstar.” When I heard the chords to “Superstar,” I stopped it. I called LA to tell him I got a smash for Usher. So me, Marc, Dre & Vidal all walk down the hallway to LA’s office. We go in his office and he plays the song twice.”
“In the middle of the second time, he stops it and calls Jonetta (Usher’s momager). He says, ‘get your son on the phone.’ Now Jonetta and Usher are on the phone and LA tells them, ‘I’m sending Darrale Jones to Atlanta. I need you to cut this record.’ I fly to Atlanta the next day and Usher records “Superstar.” They (Dre & Vidal) start working on another beat that turned into “Caught Up.” At the time, we were creating what was true and relatable to his life and a sprinkle of other people’s lives. The continuity of it all came down to realness. I went and got Rich Harrison (“Crazy In Love,” “1 Thing,” “Get Right”) involved. He was on fire at the time. And it all worked out to complete Confessions. Looking at it now, there are two times in popular culture that I was able to contribute to projects that broke the mold. They are Confessions… my little humble contribution and Cardi B (Invasion of Privacy)…. my little humble contribution.”
Darrale Jones’ modesty works hand in hand with his ability to stay grounded and challenge himself in moments of comfortability. When speaking on the evolution of the business, he emphasizes the importance of two factors.
“What’s more important today, that wasn’t as important 20 years ago, is influence. If you have influence and someone with the ability to give you a hit record, your percentage for success is very high.”
The ability to galvanize an audience with your presence is something that he noticed in Billboard’s 2020 Woman of The Year, Cardi B. With “WAP” the Bronx rapper wanted to create a hit that resonated with woman. It is safe to say she successfully did so. It landed both Jones and Brooklyn Johnny on Variety’s 2020 Hitmaker list for the second time in three years. The two are founders of production company, Concrete Entertainment.
Since the beginning of the year, Darrale Jones is gearing up for the release of Cardi B’s sophmore project, in addition to scouring the landscape for new talent. Earlier in his career, he attended showcases. In 2021 he is constantly on social media looking for new talent despite what his number of post may indicate.
Although he has yet to find the artist, he is hopeful that when he does come across him/her, he will know. After all, anyone who has worked closely with Missy Elliot, Lupe Fiasco, Trey Songz, Gucci Mane and more possesses exceptional instinctive abilities. This has led to a successful career spanning over 25 years and counting.
