Joyner Lucas
Date Signed: Sept. 20, 2016
Label: Dead Silence/Atlantic Records
Type of Music: Hip-Hop
Management: Sha Money XL & Dhruv Joshi, [email protected], djoshi@joyner lucas.com
Booking: [email protected]
Legal: N/A
Publicity: Ariana White - Atlantic Records, [email protected], 212-707-2236
Web: joynerlucas.com
A&R: Riggs Morales, riggs.morales@atlantic records.com
Worcester, MA rapper Joyner Lucas isn’t typical, whether with his serious lyrical content (which covers everything from suicide to gang violence) or his methodology, which entails conceptualizing the video before writing the song. But the arresting results made him go viral on Facebook, subsequently grabbing the attention of Atlantic Records Chairwoman/COO Julie Greenwald. Excitedly, she showed everyone the video for “Happy Birthday.” Atlantic then contacted Lucas’ manager, Sha Money XL, instructing the duo to meet them in New York.
Although Lucas had communicated with numerous labels, he viewed the selection as a “no-brainer.” “I felt they really wanted me over there,” he explains. “They understand what I was doing and didn’t want to change it at all.”
Lucas knew he needed the strength of a major after tackling the indie route with his own Dead Silence Records. Keeping things in perspective, Lucas knows not every deal’s the same. As he puts it, “Some of the things I felt were important probably aren’t to another artist.” He also knows this is a beginning, not an end. “It wasn’t like I signed and suddenly I’m in all these magazines and on all these TV shows. It doesn’t work like that. I have to keep working and things are going to fall into place. It’s a process.”
