EZMNY Shares Their Journey to Independent Record Label Force at More In Music Conference
The music industry moves faster than ever and securing a viral hit is no longer enough to guarantee a lasting career. During a standout panel at the More In Music conference the executives behind EZMNY Records broke down the true meaning of artist development. Moderator Nile guided an incredibly insightful conversation featuring label cofounder Shawn alongside marketing executive Neice and creative director Jaida. The trio offered a raw look into how they actually build sustainable careers for their roster in an era dominated by fleeting digital moments. They made it clear that converting a quick viral splash into a ten year run requires immense strategy and patience.
The methods for discovering fresh talent have completely shifted but the foundational rules of building a star remain exactly the same. Shawn brought over a decade of heavy experience from his time at Atlantic and Motown to his current venture with Ty Dolla Sign. He recalled his early days producing live shows in New York where he booked monumental gigs for heavyweights like Kendrick Lamar Mac Miller and Currensy long before they were selling out arenas.
Seeing pure talent on a live stage used to be the only way to gauge true star power. He explained that while executives now scour the internet for new acts they are still fundamentally looking for that exact same undeniable stage presence.
Scouting on the internet requires a delicate balance of intuition and serious data analysis to actually secure a solid return on investment. Neice broke down the absolute necessity of diving into backend dashboard analytics to see exactly where fans are located before spending any promotional money. You simply cannot launch an effective marketing campaign if you do not know where your core demographic actually lives.
She also mentioned that when she scouts rising talent on TikTok she constantly visualizes what their live performance would look like before ever reaching out. Bridging that crucial gap between viral internet moments and real world touring potential is what separates a gimmick from a superstar.
Cultivating The Rockstar Aesthetic
Translating a great song into a massive cultural moment requires a highly intentional and cohesive visual aesthetic. Jaida handles the creative direction for EZMNY and she firmly believes in meeting an artist exactly where they are mentally. She knows that not every rising musician enters the building with absolute clarity regarding their own personal brand. Jaida often has to challenge newer signees to deeply explore their own identities and articulate their creative desires. A label can easily build out a fake world but the creator has to actually provide the authentic foundation first.
The panel frequently used Leon Thomas as the perfect case study for amplifying an already established creative vision. They went deep into how he had to actively shed his past as a Nickelodeon actor on Victorious and The Backyardigans. Jaida mentioned that Leon had to confidently say no to a lot of corny industry suggestions that wanted him to lean into trendy gimmicks. Breaking out of that child star mold and stepping into his current rockstar persona was a massive hurdle that required him to be completely stubborn about his creative boundaries. He came to the table with incredibly thorough mood boards and let the creative team enhance his distinct red color palette.
Taking that carefully crafted persona and translating it into a captivating live performance is the final puzzle piece. The EZMNY team was actually down in Orlando at the Touch Grass festival supporting their artist BZ during the panel. Jaida mentioned that BZ has a college dropout inspired aesthetic but they intentionally added elements of surrealism to his live stage design. They wanted to create a captivating visual experience that actively makes the fans ask questions and think deeply about the performance. Building these highly specific live experiences is exactly what converts casual digital listeners into a dedicated core audience.
Surviving The Trenches And Building A Team
Surviving the inevitable industry storms requires a musician to constantly evolve and adapt to the shifting culture. Shawn pointed to rap superstar Future as the ultimate blueprint for someone who reinvented themselves perfectly to maintain relevance over multiple eras. He stressed that creators have to remain completely resilient when a single flops or when the promotional budget suddenly dries up. Neice added that longevity also requires a delicate balance of maintaining your core vision while staying open to constructive feedback. Artists who refuse to adjust their approach usually fade away entirely after their initial buzz wears off.
The audience question section provided some amazing advice for young creatives trying to build a team or get an internship. Neice told applicants to come into the building hungry but healed so they do not bring personal baggage into the workspace. She wants new hires to show up ready to work without constantly seeking their own personal shine. Jaida reminded everyone that most executives are just figuring it out as they go so you have to be willing to try things even if you are terrified. Jumping into the fire and learning on the fly is the only way to actually grow your skillset.
The panel ultimately concluded that staying entirely authentic to your own weirdness is the absolute best way to attract your true tribe. Jaida noted that coming from Topeka Kansas made her fully appreciate her current position in the music business. She completely embraces her quirky personality rather than trying to play the typical cool industry game.
She encourages young creatives to confidently bring their unique flavor to the office instead of trying to blend in with the crowd. Showing up as your genuine self every single day is the ultimate cheat code for surviving this cutthroat industry.
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