Published: Monday - May 29, 2006
Words by Melanie J. Cornish
Kevin Liles (Photo: Interscope)
The mighty Interscope is home to an abundance of finely developed talent, whether it be 50 Cent and his G-Unit army, the intricate production genius Dr. Dre or pop phenomenon the Black Eyed Peas. Granted, each of these three examples are undeniably talented and solid representation in their respective genres, but talent isn't necessarily enough to take you to the top of the mountain. Being under an umbrella like Interscope, however is.
Behind the artists that literally dominate airwaves, TVs and iPods are the glue that holds this model together, namely the execs. The brain of a label of this stature is an amalgamation of people, each playing different parts, but with the same objective in their mind -- success. Kevin Black, who recently sat down with BallerStatus for a chat, is one of those execs in the finely tuned machine called Interscope.
As the VP of Rap Marketing and Promotions, Black's history in the industry runs deep. He's held down positions at Death Row, EMI, Virgin and A & M, before making a home for himself at Interscope where he currently lays his head.
Here, Black gives Ballerstatus insight to what makes him tick, his Four "F" theory, where you can find him afterhours and what Hollywood actress would play his Bond Girl. Life of a marketing and promotions exec might not be the constant party that many may assume, but one thing is certain, Kevin Black is enjoying his role in the music biz and he truly epitomizes that going from the ground up is more than possible.
Ballerstatus.com: To do your job, do you need to have much hands on experience with the industry in other fields, not just the marketing, etc?
Kevin Black: Yes, in order to do any job I would advise anyone to have as much experience as they possibly can. To be honest with you, it is called staying focused. What is staying focused? Staying focused is knowing what your objectives are and how you are going to conquer them and then knowing how to overshoot your hand and reel it back in. That means don't keep your blinds on your objective, but keep them open when you can see them.
Ballerstatus.com: You mention focus, but I know your mantra is the Four "F" theory. Can you break down what that actually is, as you have followed this throughout your career?
Kevin Black: Alright, the Four "F's," I have been using my whole life. I will use it for the rest of my life and I just use it for everything. I use it in my business tactics, I use it when I meditate, I made it up and I just use it.
The Four "F" theory, your first F is "friendly," you have to be friendly with everyone, be able to let a person know you are a friend and let them know where you stand. The second F is be "firm." If you don't know what you stand for, you will fall for anything and sometimes you have to be able to make a firm decision. Sometimes you have to be able to say yes and no, and sometimes that is going to hurt. Then, you have to stay "focused." What I mean by focused is when you get your hands, you have to know the path you want to take. But, don't be closed minded where you can't take suggestions, so you can be able to keep the blinders on your piece. But, always keep your blinds open as they may get you closer to the piece. Then the last "F," the clean version is you have to know when to say "forget it" (writer's note: You can figure out the dirty version for yourselves), because there are some things you just can't conquer and some things are not going to come to you the way you want it to come. And some things you have to know when to hold them, you have to know when to fold them, you have to know when to walk away and you definitely can't count your money sitting at the table. All you have to do is pave the road and manage your time and you have to know what you want.
The hardest decision is knowing what you want to do. And once you make that decision, you can point the focus on how you are going to get there. Once you know what you want, then can you start figuring out what path to take: am I going to go around the world or am I going to go direct; am I going to go slow or fast; am I going to go the right way or am I going to squeeze through? There's a lot go through, but the hardest thing is knowing what you want to do and once you know what you want to do, there is help out there available and I am a firm witness to that.
Ballerstatus.com: Ok, so saying all that, how long do you give a project to see if it will take off or is this just an instinct you have?
Kevin Black: It's an instinct and when you ask how long do I give a project, there is no set time. Every project is different. What worked for Eminem, may not work for Dr. Dre. What worked for Dr. Dre, may not work for Snoop. And what works for him, may not work for The Black Eyed Peas. It all comes down to you.
Ballerstatus.com: Jimmy Iovine runs a real tight ship at Interscope, which is apparent when you see the roster you have. What characteristics and traits does a person need to fit into the mindset of Interscope?
Kevin Black: I think, first of all, you must know what you want to do. Second of all, you must have some loyalty to you, and then third of all, have the mind to keep it moving. You must have the tenacity to make it happen and one thing I like about Jimmy is you can catch Jimmy on the fifth floor, you can catch him on the first floor, you can catch him by the janitor table, and in the lunch room. He just don't care. He listens to everything and that is what makes Jimmy a different CEO. He is a genius and me being the type of person I am, I love hanging with geniuses.
Ballerstatus.com: You feed off them?
Kevin Black: Feed off them? Everything they drop, I pick up and turn it over to see both sides.
Ballerstatus.com: How did you actually get into the business?
Kevin Black: I went on tour with Run DMC. My cousin was the road manager and he brought me in and I was the luggage boy, which is like the janitor. My job was just to put the luggage on, go to the store and make sure everyone was happy.
I started shaking hands and got to know a bit about the business and I got a thirst to go further. I started processing and started to get a career and God blessed me with a little help and I got into the business.
There's people I would love to give a shout out to. First person, Jimmy Iovine. [He is] the best guy on earth and will give anyone a chance. Step Johnson, who is my boss, and I love him because he lets me be me. Shout to out to Garnett March because he is the type of Senior VP that as long as the ship is rolling, he wants to push it faster, so it can get a better tail wind. He brings everyone up to the top and believes that you are only as strong as your weakest link. I would like to give a shout out to Steve Bermin, and last not but least, shout out to anybody who likes this music game because it is a business and it is lovely.
Ballerstatus.com: Do you find some people don't take advantage of learning from those who surround them?
Kevin Black: It's hard for me to answer that, as I know people would kill to be in the position I am in and be as close as I am to Jimmy Iovine. I know a lot of people who may not know what is going on and actually see the genius's. But me, I am the type of person you give me the ball and I try to get to the touch down. There are some strong people, some weak people and some that will perish.
Ballerstatus.com: How do you deal with the people that fail to share your vision?
Kevin Black: You give everybody opportunity. You take a chance and let me tell you something, sometimes your chance will win and sometimes your chance will lose. It is how you hedge your bet and how you play insurance. One thing about me, I give everybody a chance, but if you don't have it or if you and me don't gel or we can't work together, I let you know. It is up to you to make your decision and I try to correct it, because a good manager. Good management or a good experienced vet will know that maybe you and this person may not gel, but if he got what it takes, Goddamn it, let him run.
Ballerstatus.com: Marketing 50 Cent, was this a difficult project marketing him and wondering how it would go?
Kevin Black: 50 is a superstar. He is a business man. Stars like that come every twenty years. 50 changed the game up without a doubt. You won't be an artist and sit at home and wait for it to happen, he made artists make it happen.
Ballerstatus.com: How important have the advances in technology been in your job -- the internet, MP3s?
Kevin Black: I mean, I salute it and I praise it. I love it. The more advanced the world gets, the better the world gets. Time waits for no one. Either keep up with time or get left behind. The MP3's, I am doing them now. Myspace.com, I love it. I love iTunes, AOL, Yahoo!...all of them.
Ballerstatus.com: Was it easy for you to advance with technology. I remember when I first encountered the internet and was like, "Do I really want to mess with this?"
Kevin Black: Let's keep it real, I remember having the phones that turned on and you didn't press anything. I remember when we had cassettes, and then went to DATS, and then from there went to CDs. We all had to get up in time.
Ballerstatus.com: You are working on a TV show right now. I believe with Janet Dickinson, America's first supermodel?
Kevin Black: Yes, I was blessed. She wanted to put one of my artists on her show -- Avant, the greatest R&B artist on Geffen. He has a sound that is incredible. He has a new album coming out, called Avant The Director. It is off the meter.
But, Janice came and we met and it was all love. She was like, "Let me put this guy on my show." Sometimes jewels fall into your lap and you got to hold the diamond and let the light hit.
Ballerstatus.com: Do you enjoy being in front of the camera?
Kevin Black: I mean, yes, it is good. I don't see myself being a Sydney Poitier [laughing].
Ballerstatus.com: Do you have time to be Sydney Poitier?
Kevin Black: I mean, I never say never. 007 is a good role for me.
Ballerstatus.com: Ok, so if that is the case, who would play your Bond girl?
Kevin Black: If I had to choose, Gabrielle Union.
Ballerstatus.com: Did you see TV being something you would dip into? You know, do you keep all options open?
Kevin Black: I am open and I am always going to have an open field, as I find "no" is a hard thing to say. Shaking your head from side to side is so hard because it uses muscles to your left and to your right, but when you say "yes," your head goes up and down and that is what the neck is made for it. It is a lot easier. I never say never.
Ballerstatus.com: Talk to me about the non-profit organization you are involved with, The Blackboard.
Kevin Black: I am into education. I think every person should have an education. I love to see kids when they are in high school, junior high school. And I love to talk to ninth and tenth graders, because that is when they start thinking. They are grown and I like to go in and talk to them and explain how important high school is. I just love it, as I am not saying I am a role model, but as a person who has something to share with our young adults. Not everything is a party, not everything is about hanging with your friends, because you have to work, as eventually you are going to be in the sea.
Ballerstatus.com: There are so many figures in hip-hop -- those in the limelight and those not, who give so much back to the community. Yet, this often goes unnoticed. Media outlets are quick to talk about hip-hop for the negativity that allegedly surrounds it. How do you feel about this?
Kevin Black: I mean, I don't think any of the artists are looking for credit when they do something. Like me, I am not looking to be in a paper holding up a turkey saying, "I fed three hundred people." It don't make no sense. When you do something from the heart, the compliment comes from within. Sometimes it is better not to get the applause and just dance out of there. Me, I am the type of person who when I do something, there doesn't have to be 50 cameras there.
Ballerstatus.com: What's the most satisfying project you have worked on?
Kevin Black: That would have to be 50, Dre, Snoop, Mary J Blige...shall I continue? Keyshia Cole.
Ballerstatus.com: That must have been a real satisfying project, as Keyshia Cole took a while to go platinum.
Kevin Black: Yeah, but like fine wine, they get better as they get older. You can commend Jimmy Iovine and Ron Faher for that one, as they don't give up. They stick with artists. They are both music people.
Ballerstatus.com: Do you find people want instant gratification nowadays?
Kevin Black: You know what, we can't pre-judge the public and the public can't pre-judge us. All we can do is try to make everyone happy.
Ballerstatus.com: So when you are not in the office, what are you up to?
Kevin Black: I am at the clubs. I am keeping it real. I have to be out there like that. If you don't go to the clubs, no disrespect, you may think Al Green is playing.
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