“Being a professional athlete was my ticket to learning the world, but being an artist is my ticket to learning me”.
For an individual whose life work has precious little to do with gaining critical acclaim as a hip hop producer, its been a controversial professional result for J-Wess, who has found his work several degrees closer to the ARIA Charts than anticipated. A leap far further down the line from his debut album package that spawned two top 20 ARIA singles, a top 10 national chart topper with gold sales status, and several national promo tours between 2003 - 2009 with multi-platinum chart acts including; Missy Elliot and Flo Rida, innovation will always be at the forefront of the J-Wess business plan.
A bi-annual anniversary of his ‘Rendition Entertainment’ enterprise which has seen a clever outsource of time and energy between Australia, L.A and UK, J-Wess is brazenly unafraid to reinvent himself. Even more poignant, is his imperious content to be himself.
“Growing up in California was my music education. It exposed me to the greatest example of music as a ‘culture’. It wasn’t just about buying the records, L.A created a particular style, the fashion, the dancing. I see it all integrated into every music video in today’s pop charts. As a kid I was watching it on Yo MTV Raps!, so it’s unlikely that you’ll see it in my own video’s, I’d rather get busy and work on the next defining thing”.
Peruse the personal development section of any good book shop, and you’re spoilt for choice with abundant doctrine to inspire life changing power moves. It appears the mantra hasn’t changed for this individual who can still ‘make good’ of turning his passions into livelihood.
“If people are serious about their craft, they expect nothing less than for it to be treated like business first, then art. I first noticed it as a competing athlete, the commitment needed to sustain, not just to perform, but to make sure you’re signing the right contracts, and inviting the right opportunities, you can get caught up just making sure your game is tight. The music business is no different. Since developing Rendition Entertainment, I’ve made it a mission to guide developing artists to fulfill their creative side without neglecting the business. When I was a kid in L.A, Dr Dre wore a face full of make-up and played the keyboard in a band. There’s something that transcends ‘World Class Wrecking Crew’ to sell your own brand of headphones to every kid on the planet”.
With music entertainment being more chronically spasmodic than at any point in history, the ravages of technology, affordability and social media are shifting the power towards artists to make more decisions than ever in order to make a meaningful impact in the market. J-Wess and all things ‘Rendition’ seems generously timely, with an ultimate transparency to any individual whose mission statement is to succeed with their talents.
“I’ve been able to put a bigger stamp on my work with Rendition Entertainment, because it’s not just about making good music anymore, it’s about the relentless possibilities of marketing and widening your peripheral vision to find the strengths and personal characteristics of your project or act. I love figuring out how to and use this information to target core fans with something they will love”.
The tools which are fundamental to the Rendition formula, has allowed this young entrepreneur to succeed in two of the most difficult vocations in which to aspire; sport and entertainment. Not something that be changed or taken away, however many critics may wish to pasteurize the achievements of this diverse artist. J-Wess has survived life and the business, and is using his guerrilla tactics to ensure his project brief continues to remain open.
“For an artist or individual tying make it in this game, it can be overwhelming. You can understand why some just say fuck it! and take the easy way out, give up on their goals and dreams and just ‘exist’. The fear of just existing, giving up on my dreams and settling is hell on earth to me. Shoot! I flip just looking at the words”.
Biographer: Alemain Vozzo © All Rights Reserved