Ambitious, charismatic and one of the marketing-masterminds behind Bad Boy Records & Sean John, Jay Gatzby leaves his namesake in the dust and HM`s Aashna finds out how.
Birth date: January 23
Education: Bachelor of Arts in Economics from U of Michigan
Occupation: VP of Business Development for Power Moves Marketing and Promotions
Quote: "That Which Does Not Kill Me, Can Only Make Me Stronger."
Jay Gatzby is Vice President of Business Development for Power Moves Marketing & Promotions. Founded by his mentor, CEO Shawn Prez, Power Moves is the promotional arm for Bad Boy Records & Sean John. The firm`s innovative promotions led to the gold and platinum success for every Bad Boy Records` release and helped build Sean John into a three hundred million dollar company.
With over eight years of experience in the urban music business, Jay Gatzby has worked with clients such as Sony, Columbia, Arista, Virgin, DreamWorks, Ruff Ryders, So So Def, Atlantic, Coca Cola, Footaction, Bacardi and New Line Cinema and top artists like Alicia Keys, Janet Jackson, Usher, Nas, Beyonce, Faith Evans, 112 and Busta Rhymes. Most recently, he was an integral component in the promotional execution and management of the Vote or Die! campaign which received worldwide exposure.
THE VP
A: I`ve never been with a virgin interviewee. Are you nervous?
JG: My heart`s pounding a million miles an hour, but it could just be because of you.
A: In that case I`ll try my best to make it memorable.
South Asian`s in the arts often contend with a community that frowns on risky artistic endeavors. What caused you to stray from convention and pursue your passion?
JG: My parents. I know that sounds weird, but they actually didn`t mean to. Haha. They are a never ending source of inspiration for me and as much as they wanted me to do the "right" thing (medicine, engineering, law), what they didn`t see while they instilled a powerful work ethic and ambition in me was that I began to realize that I could be the best at whatever it was that I wanted to do. I think they`re both free spirits and adventurous on the inside, although they don`t let on.
A: How do you identify with Jay Gatzby?
JG: Jay Gatzby is drawn from the main character from F. Scott Fitzgerald`s The Great Gatsby. In the book, Jay Gatsby strives to reach the American Dream by any means necessary and achieves success against considerable odds. He is a promoter at heart and cares more for the happiness of the people around him rather than himself. Being a South Asian American in the urban music industry, I have been met with countless struggles from both the industry and the South Asian community thinking that I can`t succeed. But just as the character in the book, Jay Gatzby will succeed by any means necessary, and my success will be both for my happiness and for others. It will show the South Asian community that their children can be happy doing what the love, rather than doing what is considered "the right thing to do." Jay Gatzby serves as an icon to provide inspiration, happiness and opportunities to and for other South Asians to follow their individual dreams.
A: Describe a day in the life of Jay Gatzby?
JG: How much time do you have? My day begins and ends with my cell phone and 2way. My business and life are very much communications oriented, and being in touch with people all over the world all the time is crucial. I get into the office and I`m multitasking using 2 different emails, my 2way, cell phone, office line and IM. If I learned Morse code, I`d probably use that too. I deal with people from all walks of life of the entertainment business: music & radio executives, artist management teams, television networks, clients ranging from the video game, movie and liquor industries, high profile DJs and promoters worldwide, producers.....you get the picture. After grinding out a good 12 hours in and out of the office, I head to the clubs, nighttime meetings, the studio, an awards show maybe. Then, it`s time to head home.
A: To sleep?
JG: Haha, yeah right. I`ll go home, wind down with a movie for an hour, and then handle some work for my own company Komposit. Sleep around 3 or 4, and it starts again.
A: Both you and Shawn Prez graduated in Economics. Do you both ever kick back and talk about the law of diminishing marginal utility?
JG: All the time, but we call it by another name: How are we going to get seriously paid?!
A: You`re his right hand man. What has he taught you?
JG: He taught me how to harness my hustle. To focus my hunger and ambition in the right direction to get what I want. I admire Prez very much. He is one of the most inspiring persons that I have ever met. And I am blessed that he has taken me under his wing. He works harder than anyone I personally know, and he pushes me just like my parents pushed me growing up. When I came to him, I was still green around the ears, and he`s molding me into a future entertainment business mogul.
A: Have you introduced him to our Indian culture?
JG: I took him out to an Indian restaurant once. The food was so-so. But he liked it. They were playing the equivalent of Indian elevator music in the background, and he was like, "Is this the music you all listen to?!" I had to set him straight, so I played him some tracks from South Asian producers I work with, namely the Trailblazerz in the UK. He loved it. I`m also taking him to the Best of the Best show in NY. A few close friends of mine are putting on a cultural show bringing together the winners of the top Bhangra, Raas and Fusion shows across the nation to compete for the title of Best of the Best. www.bobnyc.com The show will blow him away.
A: What`s his opinion on Indian hip-hop producers and artists?
JG: He knows there is potential, from what I tell him. But he hasn`t heard enough to make an opinion. I bring things to his attention, like the recent article in XXL about South Asian hip hop. A friend of mine Raeshem Nijhon put together a documentary called "Brown Like Dat". It`s pretty hot. The stuff I have let him listen to has definitely perked his ears up.
A: You`ve worked on a number of promotional campaigns. What`s your take on global brand names and hip-hop artists?
JG: There is a strong synergy developing. Brands are starting to realize that you can`t reach the youth demographic through traditional advertising: print, radio and television. They don`t pay attention to it anymore. So you have to influence them subtly by using grassroots approaches along with tying into their icons. That way they perceive that the brand supports their lifestyle. So you have Jay Z`s S. Carter and the G Unit sneaker collection from Reebok. You have 50 Cent buying into Vitamin Water with his Formula 50 drink.
A: Tell me about a project that had the most impact on you?
JG: The Vote or Die! campaign that I worked on was so powerful. PMI was in charge of the national promotions for the movement. We brought together celebrities, radio, DJs, television, nightlife and so many other key elements of the urban environment to create a sense of responsibility within the youth demographic to get out there and vote. Being able to use the power of hip hop to unify a generation and motivate them to make a difference in society made me proud to see the positive influence our company has when we harness our strengths to do something right for the community. Check out www.arteknyc.com/CITIZEN-CHANGE to see the phenomenal results.
A: You must get some serious perks. Do you get invited to celebrity parties?
JG: Yes. I was at Q Tip`s birthday party last year at a loft in SoHo. It was a crazy night! Q Tip himself jumped onto the turntables and did a hot Tribe Called Quest set. Celebrity parties can get pretty nuts because it`s a chance for them to finally wild out in a comfortable environment, rather than being ogled and scrutinized by fans.
A: When was the last time you waited in line at a NYC nightclub?
JG: I don`t do lines. Haha. My roommate, business partner, manager and best friend Sam Sneed (Komposit Entertainment) is one of the biggest promoters in NYC. And along with being so entrenched in this industry, I don`t have to worry about that too much.
THE BIZ
A: Is there such a thing as staying true to hip-hop?
JG: Yes, but hip hop has evolved. And with that evolution it has become big business which makes it difficult to "keep it real". But people don`t understand that hip hop is beyond just music. It`s a lifestyle, culture, and vibe. It`s about understanding your own personal struggle against a society that holds you back and making steps to overcome it and achieve your true dreams. Within the South Asian community, my struggle is convincing not just my parent`s generation but ours as well that you don`t have to be a doctor, engineer, lawyer or investment banker to be successful. You see a lot of South Asian hip hop verses talking about that because that is our struggle. We didn`t come from the streets, but hip hop isn`t about guns, drugs and violence. It`s a reflection of your reality and your struggle to overcome it.
A: Do you think Biggie Smalls and Tupac predicted their own impending demises?
JG: Rest in peace Christopher Wallace and Tupac Shakur. They didn`t predict it, but I think they knew that it was coming. Tupac knew he would be a martyr. And Big knew he had enemies. I don`t think either of them wanted it to happen, but they knew it would. It`s such as shame though. They died at such young ages with so much potential to be even greater than the legends they had already become. Personally, I don`t think there will ever be a greater lyricist then Biggie Smalls. I never had the chance to meet him, but some of the people I work with did, and the stories they have about him show not just what the public saw, but a person with an incredible heart as well.
A: What`s the real beef between 50 Cent and Ja Rule, Nas, Fat Joe, Jada Kiss and the Game?
JG: 50 Cent put this record on his album called "Piggy Bank." He takes shots at Fat Joe, Jada Kiss, Nas and Shyne for different things. 50 Cent and Ja Rule`s beef is real, but he got at Joe and Kiss because they did a record with Ja called "New York." Both Joe and Kiss came back with answer records and Jada`s record murdered 50 in my opinion. 50 Cent claimed that the Game was disrespecting him so he publicly kicked him out of his crew G-Unit on the radio. Then there was a shoot out at Hot 97 later that night and it started to get out of hand. 50 and the Game made up a week later publicly in Harlem, and their beef seems contrived to sell records. Both of them had albums out, and just as much as sex sells, controversy and drama do as well.
A: Are they all publicity stunts, music beef or does it come from the street?
JG: Sometimes I think they are publicity stunts, but a certain element of it does begin from the street. There`s a saying in the biz: "The Streets are Watchin, they are always watchin." And that is so true. Rappers have a reputation to uphold, and when they seem week, the streets devour them whole and ruin their career. So even when the beef is contrived, they sometimes feel compelled to act upon it to maintain their street credibility and sell records. Ego has a lot to do with it to. Rappers have monstrous egos.
A: Does label pressure interfere with the art?
JG: Absolutely. Labels are publicly owned now. So you have someone in middle of no where Kansas that owns stock in one of the major labels and he doesn`t care about the music. He just wants to know how profitable the company can be. So that forces labels now to pump out acts that sound the same, because that is what sells. They don`t experiment, or try new things or push the envelope like they used to. Money is a gift and a curse.
A: You get an inside look at the hip-hop world. Tell me something that`s shocked you.
JG: The griminess of the game. It`s real. All the stories that you hear about how things get done in this business is real. You do what you have to do to get things done. And people prey on other people`s temptations and vices to accomplish their own ends. You have to be very careful not to get caught up in it. It`s a chess game, and you don`t ever want to hear checkmate.
A: When we play chess, that`s exactly what you`ll hear. Ha! If rappers condition themselves like boxers, who in your opinion is the heavyweight champ?
JG: Jay Z easily. Lyrically you can`t beat him.
THE MAN
A: What`s your motto for going after what you want?
JG: I think my quote sums it up: "That which does not kill me, can only make me stronger."
A: Tell me about someone you admire.
JG: That`s easily my parents. We all take for granted what the last generation did for us. They left everything they knew and loved to come to America to give us and our lineages the opportunities they never had. My parents came here with nothing to their name. They may have been poor, but they were rich in soul. And to listen to their stories about working as hard as they did against all odds, against racist employers to become as successful as they are now is unbelievable. That same fire inside of them is what pushes me every day today because I to am working against some considerable odds.
A: Do you remember the song from Sesame Street..."one of the things is not like the other...?" Do you feel like the odd ball in your family?
JG: Absolutely. My Father is an engineer for Ford. My Mother is a doctor. My Sister just graduated from law school and is doing human rights work in India. And me, well you know. It`s not exactly something that the aunties and uncles admire when they have their chai and gossip about each others kids. But I`ll show them.
A: What`s your favorite dish that your mom cooks for you when you visit?
JG: She makes a mean shrimp curry. I don`t think I`ve tasted anything better in my life. When I`m home, every Sunday morning she cooks me pancakes and sausages as well. It`s Heaven on Earth.
A: Who`s your best friend?
JG: Sam Sneed. He`s my brother from another. He knows me better than I do I think. He`s also my manager, business partner and roommate. He has such incredible energy and passion for what he does, it inspires me to work that much harder. He keeps my grounded as he is more of a realist, while I`m the ultimate optimist.
A: What do you do to unwind?
JG: Turn my cell phone and 2way off.
A: What`s your favorite place in the world that you`ve been?
JG: New York City baby. And yes I live there too, but it`s unlike anywhere else in the world. It really is the greatest place on earth. The diversity, hustle, culture and vibe are unmatched. At times the grind does get to you though. But someone described NY best to me like this: New York is like your mother, wife or girlfriend that makes you do things you don`t want to do, nags you and sometimes gets on your nerves. And sometimes you can`t wait to get away. But the minute you do, you miss her all over again.
A: Gatzby, I`m going to hold back my comments on what you just said. Ha! What would be a dream vacation for you?
JG: Visiting my Grandmother in India. I haven`t seen her since I was 11.
A: Maybe it`s time to make that trip. What are you most afraid of?
JG: Disappointing my parents.
A: What do you do to stay healthy?
JG: My lifestyle is crazy. Crazy hours and no sleep. So it`s important for me to stay healthy. I love playing sports, and I used to run cross country and track when I was younger. I try and work out somewhat regularly when my schedule permits. I drink a lot of tea as well. I think I put Snapple CEO`s kids through college.
A: What makes you really happy?
JG: To help others understand and unlock their own potential to follow their dreams and reach their happiness. I`m blessed with the understanding of my own potential and it gives me great pleasure to enlighten others. Also, I enjoy watching other people have fun and enjoy themselves. When I promote big events with Sam Sneed, I love sitting back and surveying the crowd seeing them wild out and really enjoy what we have created for them.
A: What pisses you off?
JG: Ignorant people. Ignorance is a choice.
A: What are your thoughts on God?
JG: I firmly believe in God. I feel that God gives us the gift of life, and what we do with that gift, is our gift to him.
A: Do you believe in choice, fate, none or both?
JG: A combination of the two. I feel that you have a number of paths that you can take in your life, and those paths are somewhat given to you, but your ability to navigate through those paths takes you to different ends based upon your ambitions, dreams and personal tastes.
A: If Hollywood made a movie about your life story, whom would you cast to play you?
JG: Myself, its time to break into the movie business too.
A: If people want get in touch with you, how can they?
JG: They can reach out to my manager: Sam Sneed at samsneed@mac.com. He handles my event hostings, appearances and speaking engagements.
A: Congrats. You made it through your first interview. Was it as good for you as it was for me? Ha!
JG: You have no idea.
About the Interviewer:
Aashna is a singer, actress, model and TV host. She appears regularly on The Travel Channel`s "Vacation Home Search" and "Travel ala Mode" on US airways, American Airlines and America West Airlines.
Aashna`s bio