In the modern world of urban music, we have watched black executives like L.A Reid, Diddy, Russell Simmons, Birdman, Master P, Pierre “Pee” Thomas (Quality Control), Yo Gotti, Anthony “Top Dawg” Tiffith, Jay Z, Steve Stoute and more contribute to the music industry as the leader of their record label and music companies. However, we are currently in 2023 where most of these CEOs have done their time in the game and are now retired or taking a step back. Who will be the next up and coming CEO, or music mogul for the next generation? Who are the next Master Ps and L.A Reids of the new generation? Well, there is a young executive producer, songwriter and artist from Rock Hill, South Carolina that’s been making monumental strides independently for a decade now – his name is Kendall “JuiceKarter” Walker, formerly known as 808 Jesus.
At age 19 in August of 2013, JuiceKarter began to make his name ring bells after signing a record deal with Forbes Top 1000 Entrepreneur Allen Forrest at M. Republik Music Group out of Hollywood, California. Under his former alias as 808 Jesus – Juice began charting on radio, and touring the country independently while owning his masters, publishing, and his own record label, Rise Up Music Group – which is what originally became the original moment that introduced Kendall to the music industry as both an executive and a teenager. Typically, we see music artists and producers focus on building their fame and numbers after signing their deals, but JuiceKarter decided to take the road less traveled. Instead of chasing after numbers and fame, the leader of Rise Up decided to strictly focus on building the foundation of his own empire. This is what we call – taking the stairs and not the elevator.
Since 2020, Juice has been named as the A&R Director of The Music Business Academy which has been rated as the #1 music management company by some of the industry’s biggest critics. The Academy started off as an educational music conference for music artists to learn about the business until Juice joined as an A&R.
“He came into the company, resigned our entire system and opened a management department within his first 2 years working with us. I originally brought Juice in as an A&R because of the success he’s had independently for so many years. But the way he quickly elevated so many artists and clients of ours in a short amount of time, we had to promote him to A&R Director”, Sean Walsh says, VP of The Music Business Academy. Sean continues, “In my 48 years of life, I have never met someone as genius and young as Juice. He’s turned down several jobs from major labels just to stay with us, and we are extremely glad to have him on board.
“I wanted to create my own self-operating ecosystem within the music industry. No middleman involved. No need to fake a narrative to go viral. Just a foundation of good relationships, good customers and good business directly with resources of the music industry where I can control the message, the money, and everything I’m involved in”, Juice says. “Everybody wants to live in a mansion, but nobody wants to put in the work to lay the foundation down first. Yeah, your mansion looks amazing and you’re temporarily enjoying your life there, but as soon as a storm comes by, your mansion is gone. Just like that. So, if you approach the music business with a similar approach you’ll always win long term. Throughout my career for the last 10 years, I’ve watched so many artists who were super ambitious making a name for themselves, but years later no longer do music OR they’re still at the bottom trying to figure it out. Being humble, sacrificing and focusing on the goal everyday for years consistently is what got me where I am today.”
Recently, we’ve watched JuiceKarter collaborate with celebrity rapper Lazadia on her song “All That”. Within a week of getting behind her single, JuiceKarter had Lazadia’s “All That” single charting on iTunes Top 100 Hip Hop. As we are watching a 29 year old black owner of an independent record label consistently collecting mainstream industry accolades across the world, it is exciting seeing the potential of what Walker could become. At age 26, Jay Z released his debut album Reasonable Doubt – now look where Jay Z is 27 years and $10 billion dollars later at age 53. Considering all of the major milestones that JuiceKarter has achieved at the age of 29 years old, we have to contemplate the fact that he has another 24 years until he’s Hov’s current age. Having a headstart on a lot of black executives in the current music business is the reason a lot of eyes have been locked in on JuiceKarter and what he brings to the urban world of music and entertainment.
Impressively, JuiceKarter’s journey reflects the next generation of music industry masterminds which is why we asked – could JuiceKarter become the next L.A Reid? What do you think?
Connect:
https://instagram.com/juicefromjiraffe
https://instagram.com/officialriseupclub
https://instagram.com/themusicbizacademy
