Published: Monday - April 2, 2007
Words by Liz "Red" Thomas and Michael Cooper II
Devyne Stephens (Photo: BallerStatus (file))
From failed singer/songwriter to top choreographer, Devyne Stephens has been through it all. Hitting obstacles along the way, but never giving up, he is the epitome of the word "hustler," so BallerStatus decided to put ya'll up on game -- with Devyne Stephens.
Sleeping four hours a day isn't the norm for most of the nation, but for rising record executive and Upfront Records owner Devyne Stephens, it’s the only way to fly. Beginning his career in the early-90s as Devyne featuring 90 Miles Per Hour, the 35-year-old Atlanta based artist became one of L.A. Reid's first acts at LaFace Records, but after the group broke up before their album could drop, Stephens found himself back in the same boat -- trying to get his music career off the ground.
After his deal with LaFace fell through, and undaunted Stephens continued to get his hustle on, which later led to getting inquiries about his other talents... one being dancing. Since L.A. knew he could dance, he introduced him to Usher, who became one of his first clients as a choreographer, later leading into a very lucrative career for Stephens.
"Things snowballed from the Usher gig and I realized how choreographing could become something I could use as a launching pad for other things," Stephens said. "But, I took it very seriously. I've been dancing since as long as I can remember. It probably goes back to when I was about the age of five."
Becoming a choreographer and imaging expert for LaFace Records was the step before finally reaching his high stature as label owner. But each move up the invisible latter in the industry was slow and steady for Stephens.
After Usher, he went on to work with everybody from Diddy and Ciara to older acts such as Boys II Men and Pebbles... eventually becoming one of the most sought after choreographers in the game. Upon reaching that level as a dancer, it was time for him to expand, something he's done throughout his career thus far.
"The choreography part... I'm basically retired from that now," explains Stephens, "but each step I took was a baby one. Once one area was cemented for me, it was time to branch out into another. Everything really just all fell into place for me, as corny as that sounds."
That statement may indeed sound corny, but those baby steps have resulted in a very successful career. Today Stephens' current title is "record executive," which really includes an array of tasks, but it’s all included in running your own label -- Upfront Records.
Luckily enough, one of the first acts he signed was megastar Akon, who today enjoys multi-platinum success, thanks to the guidance of Stephens. After getting dropped from Elektra, Akon met Stephens and the both have been inseparable ever since.
"He got dropped," recalls Stephens. "After that, me and him became friends and as we hit it off, I helped him develop his self skills. Because at that point, he wasn't really focused on his music. From that point on, we worked on the musical standpoint, the producer and then the artist."
Those aspects he helped Akon with are something he works hard at today -- the artist development aspect of his job, which is very demanding, according to Stephens.
Starting mid-morning in the office then ending his day at the studio at five or six in the morning is nothing to mock, but to get ahead, it's something he's willing to do. And for that fact, Stephens has proved that an intense work ethic and drive can pay dividends at the end of the day and well into the future.
"I'm a full-time record executive now," said Stephens. "I'll sleep for like three or four hours, then I'm back at it again the next day. I wouldn't have it any other way."
Neither would most people, but then again, most people aren't built like Devyne Stephens.
Portfolio
- First act signed to LaFace Records under L.A. Reid - signed as Devyne featuring 90 Miles an Hour - Sought after choreographer (before retiring) - worked with Diddy, Ciara, Usher, Sting, Gwen Stefani, Pink and Toni Braxton - Signed and developed Akon - Owner of Upfront Records
Future Projects
- Launching Upfront Films - Introducing new acts from Upfront Records - four member R&B group, Red Dirt; Rod Michael; Kandi - Continuing to push Akon's multi-platinum sophomore effort, Konvicted
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