Latest / Earn Your Leisure / EYL #348: How Dre London Discovered Post Malone & Built a Multi-Million Dollar Tequila Empire

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EYL #348: How Dre London Discovered Post Malone & Built a Multi-Million Dollar Tequila Empire · Earn Your Leisure

• 0:01
  Speaker 1: This episode is brought to you by P and C Bank.
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• 0:43
  Speaker 2: All right, guys, welcome back, special episode to earn your leisure.
• 0:46
  Speaker 3: Yeah, Trey London in a building somewhere, brother, what's how
• 0:53
  Speaker 3: are you?
• 0:54
  Speaker 4: How you doing?
• 0:55
  Speaker 5: Shout out to Brixton.
• 0:56
  Speaker 3: Yeah you already know you did in the building, Yes, yes,
• 1:01
  Speaker 3: sir so yeah. A long time coming, man, very long
• 1:04
  Speaker 3: time coming. First of all, thank you for having me, guys.
• 1:08
  Speaker 3: This is one of my favorite podcasts, one of my
• 1:11
  Speaker 3: favorite systems, business.
• 1:17
  Speaker 4: Projects.
• 1:19
  Speaker 3: Just everything you guys have been doing for years has
• 1:22
  Speaker 3: been a monumental thing for myself watching it, and I
• 1:28
  Speaker 3: just want to say, forget talking to me and interviewing me.
• 1:31
  Speaker 3: I just want to say thank you, and I'm proud
• 1:34
  Speaker 3: of what you guys are doing. Because what you guys
• 1:37
  Speaker 3: are doing for us, I don't know, Like when you
• 1:39
  Speaker 3: guys only had a couple hundred thousand followers, I picked
• 1:42
  Speaker 3: up on it and I was like, who and what
• 1:45
  Speaker 3: the is this? I was like, Yo, this is monumental
• 1:50
  Speaker 3: for us, This is monumental. What you guys are doing
• 1:53
  Speaker 3: did not exist. You found a piece that we need,
• 1:57
  Speaker 3: that we needed. And the way you guys break down financial,
• 2:02
  Speaker 3: the way you guys break down business, the way you
• 2:04
  Speaker 3: guys break down every single thing. I just want to say,
• 2:06
  Speaker 3: before we even get going, thank you give yourselves around them. Love, love, love,
• 2:10
  Speaker 3: appreciate you guys have done. It's monumental and I love it.
• 2:14
  Speaker 6: Appreciate them.
• 2:16
  Speaker 3: Anyone I could tell I tell about this. Anyone your
• 2:19
  Speaker 3: earn your leisure.
• 2:20
  Speaker 4: Go follow them. You'll earn your leisure. Watch the movement.
• 2:22
  Speaker 3: Earn your leisure because no one today is doing anything
• 2:25
  Speaker 3: what you guys are doing for us, and you're breaking
• 2:27
  Speaker 3: it down in layman's terms.
• 2:29
  Speaker 4: If that makes sense.
• 2:30
  Speaker 3: You're breaking it down in such a way that it's
• 2:34
  Speaker 3: like one on one for dummies, if you have color,
• 2:38
  Speaker 3: If that makes sense. So I want to start right there. Man,
• 2:41
  Speaker 3: thank you for having me and thank you for doing
• 2:43
  Speaker 3: what you guys do.
• 2:44
  Speaker 4: Man. I appreciate it.
• 2:46
  Speaker 1: Likewise, Man, I feel like every time we run into
• 2:48
  Speaker 1: each other, it's been the same energy exchange.
• 2:51
  Speaker 5: It's always been that praise of it. So we appreciate you.
• 2:54
  Speaker 5: And I always say, when Dre's in the room, are
• 2:56
  Speaker 5: we in the right room?
• 2:59
  Speaker 4: We're in the right room many times. Man.
• 3:03
  Speaker 2: So you've been somebody that's been behind the scenes. If
• 3:05
  Speaker 2: people don't know who you are, you've been a music
• 3:07
  Speaker 2: mobile for a while. Did you find post Malone?
• 3:10
  Speaker 4: Yes? I discovered him.
• 3:11
  Speaker 2: You discovered post Malone. Yes, that's one of the biggest
• 3:14
  Speaker 2: artists in the world. Management you were management.
• 3:17
  Speaker 3: As well, right, discovered and managed for eleven years. I
• 3:21
  Speaker 3: think like twenty fourteen. I discovered him when he was
• 3:27
  Speaker 3: rapping and wasn't even thinking about singing, and we didn't
• 3:32
  Speaker 3: even call the word melodic then. Like I literally was
• 3:35
  Speaker 3: telling him after watching him play guitar at night. He
• 3:38
  Speaker 3: used to play guitar at night, but wanting to rap
• 3:41
  Speaker 3: in the studio all day. And I was like, hold
• 3:43
  Speaker 3: on a second, you have all these people looking at
• 3:45
  Speaker 3: you while you're singing in the kitchen on the island
• 3:49
  Speaker 3: counter this that. How on godscreen Earth would you just rap?
• 3:53
  Speaker 3: I don't care mix it sing rap. If you have
• 3:56
  Speaker 3: to back, then we call it sing rap. It was
• 3:58
  Speaker 3: even called melodic like And he went away for one weekend.
• 4:02
  Speaker 3: I didn't think he was even listening to me. He
• 4:03
  Speaker 3: went away for the weekend, and after he came back
• 4:07
  Speaker 3: from Texas, he made.
• 4:08
  Speaker 4: A song doing exactly what I asked him to do.
• 4:11
  Speaker 3: And it was kind of crazy because it was like,
• 4:14
  Speaker 3: you know, when you're trying and trying something in the studio,
• 4:16
  Speaker 3: you're doing it, and you're doing something that was a
• 4:18
  Speaker 3: moment for me like where I was just like, Wow.
• 4:21
  Speaker 4: That's it. He hit it. He hit it right there,
• 4:24
  Speaker 4: and from there he.
• 4:26
  Speaker 3: Made another two songs or three songs, and then right
• 4:29
  Speaker 3: after that it was why iverson Late by iverson November
• 4:34
  Speaker 3: twenty fourteen. November December. I can't even say December. It's
• 4:37
  Speaker 3: like November December, we put it out February. I'm not
• 4:41
  Speaker 3: saying that's how it just went like that. But that
• 4:44
  Speaker 3: started the snowball, so.
• 4:47
  Speaker 2: We got allowed to talk about We're gonna talk about that.
• 4:48
  Speaker 2: We're gonna talk about your Spirits brand. We're going to
• 4:51
  Speaker 2: talk about you have an extensive real estate portfolio, yes,
• 4:54
  Speaker 2: and just all around entrepreneurs. So first and foremost, thanks
• 4:57
  Speaker 2: for coming. Appreciate it, Thank you for having me. All Right,
• 5:00
  Speaker 2: so let's let's let's start at the beginning. So you
• 5:02
  Speaker 2: you from London, Yeah, Brixton.
• 5:05
  Speaker 4: Yeah, Brixton, South London.
• 5:06
  Speaker 3: Okay, shout out the morning shot on the end the
• 5:10
  Speaker 3: man shout to the Jamaican man.
• 5:13
  Speaker 6: We got legendary running London. Yeah, Royal, we did, roy
• 5:17
  Speaker 6: hold up you know what?
• 5:18
  Speaker 4: Yes, I did.
• 5:19
  Speaker 2: Yeah.
• 5:20
  Speaker 4: I was shocked. It's the Internet.
• 5:23
  Speaker 3: You don't know how far the Internet goes, the same
• 5:26
  Speaker 3: thing like we was just saying with posts, I didn't
• 5:28
  Speaker 3: know how far the Internet goes until you go out there.
• 5:32
  Speaker 3: Like I remember one time we had to show our
• 5:34
  Speaker 3: first show in Toronto. Shouted them in Toronto, shout the
• 5:38
  Speaker 3: six out to Drake and my guys. Like I went
• 5:41
  Speaker 3: to Toronto and I looked to a room full and
• 5:45
  Speaker 3: I was like, like the Internet's real. What I'm saying, like,
• 5:51
  Speaker 3: I don't know how far and why day it goes
• 5:54
  Speaker 3: like the Internet is something that's very, very real.
• 5:58
  Speaker 6: London has always been a good town. Shot the Hackney shot.
• 6:02
  Speaker 4: Yes, that's a fact. Man.
• 6:05
  Speaker 2: So so how did I So what's the journey? You
• 6:07
  Speaker 2: start in London, you start in the ends. So how
• 6:10
  Speaker 2: do you make it to America? How do you start music?
• 6:12
  Speaker 2: How does this whole thing store?
• 6:13
  Speaker 3: It's kind of crazy because people tell me that I
• 6:16
  Speaker 3: tell pieces of the story, and I don't.
• 6:19
  Speaker 4: I leave out very important parts of the story.
• 6:22
  Speaker 3: But I'm going to just it's no bad place to
• 6:24
  Speaker 3: put it like this, and no better place to tell
• 6:27
  Speaker 3: it like raw. And I started in bricks in South
• 6:30
  Speaker 3: London and everything started with the hustle. You name it,
• 6:36
  Speaker 3: you think it, I did it. I'm not going to
• 6:39
  Speaker 3: say anything.
• 6:40
  Speaker 4: More statue limitations.
• 6:44
  Speaker 5: That's your limitations because.
• 6:45
  Speaker 4: In that place it lasts forever.
• 6:49
  Speaker 3: Here I think, oh yeah, there's there's none, and in
• 6:53
  Speaker 3: the UK it doesn't.
• 6:54
  Speaker 4: Maybe one hundred years from now, we're going to leave
• 6:56
  Speaker 4: it right there. Yeah.
• 6:57
  Speaker 3: So that's why I describe it the way I describe it.
• 6:59
  Speaker 3: But man was a road man came up off the streets.
• 7:04
  Speaker 3: Do you name it? From a young guy, I would
• 7:06
  Speaker 3: buy a car with a knockdoor. I remember my first
• 7:11
  Speaker 3: car when I was sixteen seventeen years old, was a
• 7:13
  Speaker 3: nineteen ninety six giving away. My age was nineteen ninety
• 7:16
  Speaker 3: six BMW. I remember Mandam on the ends telling my
• 7:19
  Speaker 3: uncle to tell me to slow down.
• 7:22
  Speaker 5: Got Ja making in your blood, Yeah.
• 7:23
  Speaker 4: Slowing down.
• 7:25
  Speaker 3: You tell your nephew to slow down doing too much? Yeah,
• 7:28
  Speaker 3: he's doing too much. But at the time I wasn't
• 7:31
  Speaker 3: doing too much. I was doing the right thing. No
• 7:34
  Speaker 3: one knew that I bought the car with a crash
• 7:36
  Speaker 3: door the doors fixed. They just saw me driving down
• 7:38
  Speaker 3: the block, you know, like paid in full. No one,
• 7:43
  Speaker 3: no one really looked at it like oh, they just
• 7:46
  Speaker 3: looked at it like this guy is doing too much
• 7:48
  Speaker 3: too early and telling him to slow down, which makes
• 7:50
  Speaker 3: you want to talk about something like a little later,
• 7:52
  Speaker 3: that just gave me a thing in my mind with
• 7:55
  Speaker 3: like how do you guys deal with family situation? Like
• 8:01
  Speaker 3: like I know you guys now, like where you're coming from.
• 8:04
  Speaker 3: I don't know enough of the story, but like, how
• 8:07
  Speaker 3: do you deal with that situation when you start getting
• 8:11
  Speaker 3: really big.
• 8:11
  Speaker 2: Your family, like your kids are like your extended family,
• 8:14
  Speaker 2: like extended fas, cousins and stuff like that.
• 8:16
  Speaker 3: Yeah, like your cousins, your uncles, your dish, your dad,
• 8:19
  Speaker 3: like the kids.
• 8:20
  Speaker 4: It's cool.
• 8:21
  Speaker 3: My kids, they don't want for anything, And you know,
• 8:23
  Speaker 3: they don't really know what's going They're still young. They
• 8:25
  Speaker 3: don't really know what's going on in this wall, apart
• 8:27
  Speaker 3: from their living a life that I wish I was
• 8:29
  Speaker 3: living at their age. But how do you, guys with
• 8:32
  Speaker 3: success deal with the family situation? How do you deal
• 8:37
  Speaker 3: people wanting things from you? You giving and giving and
• 8:40
  Speaker 3: them still walking around like you didn't give a thing,
• 8:43
  Speaker 3: Like it's a it's I.
• 8:45
  Speaker 4: Don't know, only because we just mentioned that.
• 8:47
  Speaker 3: Something hit me immediately, Like how do you guys deal
• 8:50
  Speaker 3: with that?
• 8:51
  Speaker 2: I mean, for me, I think it's it's important to
• 8:53
  Speaker 2: set boundaries, so I always kind of have boundaries, and
• 8:56
  Speaker 2: luckily for me, I don't. I don't really have people
• 8:59
  Speaker 2: that's asking for a variety of different things, like I mean,
• 9:03
  Speaker 2: somebody asking something that they really need it needed. But
• 9:05
  Speaker 2: other than that, I'm not really in communication with a
• 9:08
  Speaker 2: lot of people on a daily basis, So I haven't
• 9:11
  Speaker 2: put myself in a situation where I'm taking care of
• 9:13
  Speaker 2: people right like I'd set that early on.
• 9:16
  Speaker 6: Like so for me, I've been fortunate.
• 9:19
  Speaker 2: I don't have a lot of people that surround me
• 9:21
  Speaker 2: that's trying to take advantage or trying to be greedy,
• 9:23
  Speaker 2: and if I do see somebody has that level of characteristics,
• 9:26
  Speaker 2: then we got to separate early because that's not sustainable
• 9:30
  Speaker 2: long term.
• 9:31
  Speaker 5: I think it's very similar.
• 9:32
  Speaker 1: We've been blessing that nature where it hasn't been too
• 9:34
  Speaker 1: many people that's been around us that are trying to
• 9:36
  Speaker 1: take I didn't grow up with a large family, so
• 9:40
  Speaker 1: like my friends o the people I speak to on
• 9:42
  Speaker 1: a daily basis, and that my friends are the who
• 9:44
  Speaker 1: we created.
• 9:44
  Speaker 5: A business with. So we talked about that regardless.
• 9:48
  Speaker 1: And so I think the most the biggest adds that
• 9:51
  Speaker 1: I tend to get is information, which I think is
• 9:54
  Speaker 1: more important because information can lead to opportunities, It could
• 9:57
  Speaker 1: lead to networking. That doesn't take much from me, because
• 10:01
  Speaker 1: we give information every day, like we give it out
• 10:03
  Speaker 1: on our show, we give it out on Mondays when
• 10:06
  Speaker 1: people see us, we do speaking events, were giving out
• 10:09
  Speaker 1: information all the time, and so that seems to be
• 10:12
  Speaker 1: the most important currency that people will ask, well.
• 10:15
  Speaker 3: Yeah, it became an issue, like because obviously I like
• 10:20
  Speaker 3: what you guys said, and I had to start doing
• 10:23
  Speaker 3: what you guys do and like just cut, cut, cut,
• 10:27
  Speaker 3: use the scissors.
• 10:29
  Speaker 4: Start looking back.
• 10:30
  Speaker 3: As one of my guys say, keep looking forward, because
• 10:33
  Speaker 3: every time you look back, what you're doing is holding
• 10:35
  Speaker 3: yourself back. And like it's just a serious situation. It's
• 10:40
  Speaker 3: only because of what I just thought of. And I
• 10:42
  Speaker 3: remember a situation where someone came and told me, oh,
• 10:45
  Speaker 3: like young uncle said this or this one said this,
• 10:48
  Speaker 3: because it's it, and I'm like, hold on a second.
• 10:51
  Speaker 3: These people don't know what I've done for everybody in
• 10:55
  Speaker 3: my career. These people do notn't know like how far
• 10:59
  Speaker 3: I've stretch my hand, and then they come back for
• 11:03
  Speaker 3: me to stretch my hand again, and that's when I
• 11:05
  Speaker 3: cut the scissors. And it's like there has to be
• 11:08
  Speaker 3: a moment when you say no, and like you said,
• 11:10
  Speaker 3: you didn't even enter it.
• 11:12
  Speaker 4: So I'm in that entering stage where it's like, yo.
• 11:15
  Speaker 5: Just it's always been a monetary ask.
• 11:20
  Speaker 4: Yeah, in some way, you come from Brixton, South London.
• 11:23
  Speaker 3: People see you move to America, they see the stars,
• 11:26
  Speaker 3: they see this, they see that they see you on
• 11:28
  Speaker 3: private jets, they see you own a private jet.
• 11:30
  Speaker 4: They see this earners. What's up?
• 11:32
  Speaker 1: You ever walk into a small business and everything just
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• 12:01
  Speaker 1: one simple system. One of the things we love most
• 12:04
  Speaker 1: is seeing neighborhood businesses level up. Dises's West Indian Spired
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• 13:08
  Speaker 4: You see, not that like what like?
• 13:11
  Speaker 3: So then they start reaching a hand and it's like
• 13:14
  Speaker 3: the Jamaican mentality sometimes like oh my man thinks he's
• 13:18
  Speaker 3: too big or mimon's this, or he's this or he's that.
• 13:20
  Speaker 4: But it's not even that, like when do you stop?
• 13:24
  Speaker 3: Like that's why I wish I started and did it
• 13:27
  Speaker 3: how you guys did it?
• 13:28
  Speaker 4: Just kept it where there ain't even an entrance.
• 13:30
  Speaker 3: For that, if that makes sense, you know, even like
• 13:35
  Speaker 3: when is the time when you say when no it
• 13:37
  Speaker 3: is not good enough or when no is just no?
• 13:40
  Speaker 3: If that makes sense, I'm only saying that because the
• 13:41
  Speaker 3: conversation we just had, I'm like, wow, it just WoT
• 13:44
  Speaker 3: me a flash back.
• 13:46
  Speaker 5: They told us that no was a complete sentence.
• 13:48
  Speaker 3: Yeah, I learned that no is the most powerful word
• 13:51
  Speaker 3: in the dictionary, and oh, the most shortest word, the
• 13:54
  Speaker 3: most powerful word.
• 13:55
  Speaker 4: It's just no.
• 13:56
  Speaker 3: The more you could say no, the more powerful you get. Also,
• 13:59
  Speaker 3: the more you hear no is more powerful you got.
• 14:02
  Speaker 3: It works two ways.
• 14:03
  Speaker 4: You say no.
• 14:05
  Speaker 3: It's harsh, but even the person is saying no to
• 14:08
  Speaker 3: it should make them stronger. Every time I heard no,
• 14:10
  Speaker 3: it made me stronger in life, more creative.
• 14:13
  Speaker 4: Yes, yes, yeah, Well.
• 14:16
  Speaker 6: There you have it. Ladies and gentlemen. Don't ask ray
• 14:20
  Speaker 6: for nothing.
• 14:20
  Speaker 5: The man said no unless it's about these spirits.
• 14:24
  Speaker 4: We got that.
• 14:25
  Speaker 3: This is about the lundras or growing the brown or
• 14:28
  Speaker 3: growing the business even stronger, like no means no, like
• 14:32
  Speaker 3: the odes you could have is you can find the
• 14:34
  Speaker 3: lungdris in the store near you, like y'all told why,
• 14:38
  Speaker 3: the more genes you name it, you could That's the
• 14:40
  Speaker 3: only yes for me, because everything else is no.
• 14:43
  Speaker 6: Man.
• 14:45
  Speaker 2: So all right, So back to the South London story.
• 14:47
  Speaker 2: So you're starting South London and you're hustling. You know,
• 14:51
  Speaker 2: you're doing whatever you gotta do to survive. But how
• 14:54
  Speaker 2: do you make it? Like, how do you make it
• 14:56
  Speaker 2: to America? How do you make it in the music industry?
• 14:58
  Speaker 2: Like what's what's the the key from the streets to
• 15:02
  Speaker 2: being you know in the music business.
• 15:05
  Speaker 4: Perseverance man, perseverance.
• 15:08
  Speaker 3: You got to visualize it, you got to really believe it.
• 15:12
  Speaker 3: Like I remember how much people fought from from England
• 15:17
  Speaker 3: to America.
• 15:18
  Speaker 4: This guy's a dreamer. How much people looked at me
• 15:22
  Speaker 4: and was thinking.
• 15:23
  Speaker 6: All right, but yeah, you can moved to America. Two
• 15:26
  Speaker 6: thousand and eight, you just said I'm just coming to America.
• 15:30
  Speaker 3: Yeah. It got to a stage where I was watching
• 15:32
  Speaker 3: and seeing a ceiling shout to the artists in the UK,
• 15:36
  Speaker 3: that's killing it right now from your skeptors. My brother
• 15:41
  Speaker 3: Central seed that back then we didn't really have that.
• 15:46
  Speaker 3: You had grime, you had garage, you like a more.
• 15:50
  Speaker 3: There wasn't a hip hop scene in Detoy.
• 15:53
  Speaker 2: Explain to the audience and that that doesn't know because
• 15:56
  Speaker 2: I recently got educated. I saw gigs had posted and
• 15:58
  Speaker 2: I didn't know the difference between grime and so there's drill,
• 16:05
  Speaker 2: there's grime, and then there's rap. Yes, grime and rap
• 16:10
  Speaker 2: are similar, but they're not the same.
• 16:11
  Speaker 3: Yeah, so grime is like real gritty London streets music
• 16:17
  Speaker 3: that like has variations of I can't say dance music,
• 16:22
  Speaker 3: but it has a variation which mixes some form of
• 16:26
  Speaker 3: like hip hoppy drill. So Thatkepta, Yes, so Skepta is
• 16:31
  Speaker 3: like a normally Skepta is like you can, yeah, he
• 16:36
  Speaker 3: could rap, he could do grime. Give Skepta any beat
• 16:40
  Speaker 3: and he's eating it for breakfast. So like what grime
• 16:45
  Speaker 3: does is like it's a fast, more up temple beat.
• 16:47
  Speaker 3: They have a different bounce to it, but they're spitting.
• 16:51
  Speaker 3: They might spit faster, they might spit harder, but it's
• 16:54
  Speaker 3: it's not hip hop, if it makes sense, but it
• 16:58
  Speaker 3: derives from hip hop. It's really hard to explain, like
• 17:01
  Speaker 3: own genre. Yes, it's its own genre in itself, and
• 17:05
  Speaker 3: like grime just has Like even just now while we're
• 17:08
  Speaker 3: talking about it, I can head a grime beat, a
• 17:10
  Speaker 3: particular grind beat in my in my head, and it's
• 17:12
  Speaker 3: like grime is in its own lane, its own thing.
• 17:17
  Speaker 3: Like back in the day before grime is started off
• 17:19
  Speaker 3: with a what I didn't say before because it was
• 17:22
  Speaker 3: around the same time, but there was a music called
• 17:24
  Speaker 3: garage and like house music over here is nice and
• 17:27
  Speaker 3: so Forth's this is that it's like that globally. But
• 17:30
  Speaker 3: we used to have house music and guys used to
• 17:33
  Speaker 3: spit on top of the house beats and people would
• 17:41
  Speaker 3: have their own people would go and get crazy to
• 17:44
  Speaker 3: the lyrics, bouncing in the clubs.
• 17:47
  Speaker 4: And like that.
• 17:50
  Speaker 3: Grime garage house music, it has its own similarity, if
• 17:54
  Speaker 3: that makes sense. But grime veered off and was like
• 17:57
  Speaker 3: a product of the streets.
• 17:59
  Speaker 4: Definitely straight from the UK drill.
• 18:01
  Speaker 3: I know they say, like drill comes from Chicago, drill
• 18:04
  Speaker 3: in New York, but like the drill in the UK
• 18:09
  Speaker 3: was similar to the drill in New York.
• 18:12
  Speaker 6: It was the same producers.
• 18:13
  Speaker 3: Yes, now you know, I didn't know, you know, shout
• 18:18
  Speaker 3: to him on the beat like pop Smoke, Rest in Peace,
• 18:22
  Speaker 3: heard what was going on in the UK, reached out
• 18:25
  Speaker 3: to the UK producers and done something that no New
• 18:28
  Speaker 3: York rapper ever did, and it made the New York drill,
• 18:31
  Speaker 3: if that makes sense. But it was from the sound
• 18:34
  Speaker 3: in the UK, so you guys definitely know the difference.
• 18:37
  Speaker 4: So that was.
• 18:39
  Speaker 3: More the UK thing, and hip hop wasn't such a thing.
• 18:44
  Speaker 3: I met this.
• 18:45
  Speaker 6: Like Gigs he's hip hop. Yes, he's like old boom
• 18:48
  Speaker 6: Bad rap. He's a rapper.
• 18:49
  Speaker 3: Yes, Gigs is a straight rapper, and so many others.
• 18:53
  Speaker 3: But like I said, even Central Ce he's a rapper,
• 18:57
  Speaker 3: but Central Ce veers from crime grime.
• 19:01
  Speaker 5: He's under that Skeptic.
• 19:02
  Speaker 4: He's not under him, but he's like he.
• 19:05
  Speaker 5: Veers across it, he could say, in a sense of
• 19:08
  Speaker 5: like his crew.
• 19:08
  Speaker 1: Like the first time I ever saw him, he was
• 19:10
  Speaker 1: in a video with Skeptic asap.
• 19:12
  Speaker 5: Yes, I'm like, who's that kid? Yes, he's from that
• 19:15
  Speaker 5: that crew.
• 19:15
  Speaker 4: Yes, So there's a difference, but it was me.
• 19:19
  Speaker 3: I wanted to be the It's like I can't even
• 19:23
  Speaker 3: say like I wanted to be a manager agent at
• 19:27
  Speaker 3: this or that.
• 19:28
  Speaker 4: It just got to a park.
• 19:29
  Speaker 3: I was in the UK, I was on the roads
• 19:31
  Speaker 3: and there was this artist that from my hood that
• 19:35
  Speaker 3: went to jail, and just before he went to jail,
• 19:39
  Speaker 3: he was going crazy and he was just today we
• 19:42
  Speaker 3: could call it content, but it wasn't content.
• 19:44
  Speaker 4: It was just he was doing.
• 19:46
  Speaker 3: A lot of things knowing that he was going to jail,
• 19:48
  Speaker 3: and he was on every DVD shout to streets incarcerated
• 19:52
  Speaker 3: that was like the UK Smack or the UK and
• 19:56
  Speaker 3: Cocaine City. Cocaine City, shout out to my brother French Montana,
• 19:59
  Speaker 3: like that was what we had then, and he was
• 20:03
  Speaker 3: going crazy on them. And when he came out of jail,
• 20:08
  Speaker 3: he heard some of the people tell him, yo, Dre.
• 20:11
  Speaker 4: Dre wants to see you. Dre wants to see you.
• 20:14
  Speaker 4: And he was like, word, okay, let me go see Dre.
• 20:17
  Speaker 3: But it was like I always had a love for music,
• 20:20
  Speaker 3: but I felt like that was a part of my path.
• 20:23
  Speaker 3: So shout out to Soros after like, because that was me.
• 20:31
  Speaker 3: That was the bridging of the gap. Whether he made
• 20:33
  Speaker 3: it huge or he didn't make it huge, Yeah, that
• 20:37
  Speaker 3: was the gap. I moved to America because of him,
• 20:40
  Speaker 3: and it's crazy I moved, but he didn't.
• 20:42
  Speaker 4: He kept wanting to go back and forth, back and forth.
• 20:45
  Speaker 3: And I told him that to crack this cold in America,
• 20:48
  Speaker 3: you gotta fully live the hustle.
• 20:50
  Speaker 4: You gotta eat and sleep this hustle.
• 20:52
  Speaker 3: This isn't something that you can go, come back, go
• 20:56
  Speaker 3: and come back.
• 20:57
  Speaker 4: People.
• 20:57
  Speaker 3: You can't just go to England think you're going to
• 20:59
  Speaker 3: take a piece of of what's going on in England
• 21:01
  Speaker 3: and go back to your country. You can't come to
• 21:03
  Speaker 3: America and think it's just gonna come and take a piece.
• 21:06
  Speaker 3: People got to see you eating and sleeping and going
• 21:08
  Speaker 3: through the same daily hustles and struggle as them. And
• 21:12
  Speaker 3: he kept going back and forth, and one day he
• 21:17
  Speaker 3: went back and I told him, listen, this is not
• 21:19
  Speaker 3: going to work. If you keep going back and forth,
• 21:20
  Speaker 3: it's not going to happen. One day he came back,
• 21:23
  Speaker 3: and I was just going mad, going crazy about this
• 21:25
  Speaker 3: guy called Austin Post. He turned into Post below, and
• 21:29
  Speaker 3: I could see it in his eyes, and I just
• 21:31
  Speaker 3: saw like he knew when he came back that my
• 21:34
  Speaker 3: concentration was on something totally else. And I had found
• 21:37
  Speaker 3: I cracked the piece like I cracked the cold. And
• 21:40
  Speaker 3: I was still living in New York at the time.
• 21:42
  Speaker 3: I loved New York. I was living here for six years.
• 21:45
  Speaker 3: But then I went to LA in twenty fourteen, and
• 21:49
  Speaker 3: after meet and him seeing things I'd never seen before,
• 21:53
  Speaker 3: there was something called gamers. Like you guys might think
• 21:58
  Speaker 3: that's normal now, Yeah, Like just in twenty fourteen, there
• 22:03
  Speaker 3: was no gamers in New York. I'm not going to
• 22:05
  Speaker 3: say there wasn't, because I know someone somewhere there was
• 22:07
  Speaker 3: a gamer, but it didn't really exist in New York.
• 22:10
  Speaker 3: I was going over to the West coast and I
• 22:12
  Speaker 3: found hold on a second, there's an eighteen year old
• 22:15
  Speaker 3: kid with an ascid martin outside from wearing a headset
• 22:19
  Speaker 3: with a microphone.
• 22:20
  Speaker 4: Dient tating on Minecraft.
• 22:22
  Speaker 6: Yeah.
• 22:22
  Speaker 3: Yeah, And that happened to be what's today is known
• 22:27
  Speaker 3: as Shade.
• 22:29
  Speaker 6: It was they liked the new stream. It was like
• 22:30
  Speaker 6: the old stream.
• 22:31
  Speaker 3: Yes, he was streaming on YouTube and his name was
• 22:35
  Speaker 3: Jason Starts to Jason. He had moved from Texas, from
• 22:39
  Speaker 3: Dallas to Los Angeles, got an.
• 22:42
  Speaker 4: Agent which was managing him. And that was how I
• 22:47
  Speaker 4: met Post.
• 22:48
  Speaker 3: When I was going back and forth from a house,
• 22:50
  Speaker 3: like someone brought me to a house in.
• 22:54
  Speaker 4: Bronze.
• 22:55
  Speaker 3: He brought me to a house and then Sino and
• 22:58
  Speaker 3: there was this house and like there was producers, there
• 23:02
  Speaker 3: was gamers, there was this.
• 23:03
  Speaker 4: There was that no.
• 23:04
  Speaker 3: One really had a capture on what was going on
• 23:08
  Speaker 3: or what was happening next. And I went into this
• 23:10
  Speaker 3: house and I was just like, wow, there's something here.
• 23:13
  Speaker 3: It's like you ever walk into somewhere and you feel
• 23:16
  Speaker 3: you smell gold, and you're like, hold on, there's something here,
• 23:19
  Speaker 3: and I'm capturing the gold. And that's where I met posts.
• 23:22
  Speaker 3: He used to change his clothes two three times a day.
• 23:24
  Speaker 3: I used to think this guy was crazy. We're in
• 23:26
  Speaker 3: the same house. We didn't go anywhere in the house
• 23:28
  Speaker 3: all day, but you're changing your clothes. All of a sudden,
• 23:30
  Speaker 3: you come out, You're changing your shoes. This guy, I
• 23:32
  Speaker 3: was like, what the hell? Then shout out to FKI.
• 23:35
  Speaker 3: First he got bought over from Atlanta or he came
• 23:40
  Speaker 3: and flew in from Atlanta, and everyone used to talk
• 23:42
  Speaker 3: about this guy.
• 23:43
  Speaker 4: I was like, who the hell is this guy?
• 23:44
  Speaker 3: Like, I didn't know who he was at the time,
• 23:46
  Speaker 3: legendary producer that started a lot and was just key
• 23:51
  Speaker 3: into knowing a lot of things early. And I watched
• 23:55
  Speaker 3: these two formal relationships and the same time, while posting
• 23:59
  Speaker 3: hit was form relationship. I was forming a relationship in
• 24:02
  Speaker 3: my head of what to do next, if that makes sense.
• 24:05
  Speaker 3: The thing why I had a difference because I had
• 24:07
  Speaker 3: already done it in New York, if that makes sense.
• 24:09
  Speaker 3: Shout out to Jada Kiss French Montana, Like I already
• 24:13
  Speaker 3: made or executive produced big hits in New York already,
• 24:17
  Speaker 3: which one so a New York minute gunshot caller, Like
• 24:22
  Speaker 3: all these records wouldn't have existed if I hadn't introduced
• 24:27
  Speaker 3: French Montana to this producer. So that's when I first knew, like, Bro,
• 24:31
  Speaker 3: you could do this. Shout out to my brother Emmanuel.
• 24:34
  Speaker 3: Before all that, I was running around doing the same hustle.
• 24:37
  Speaker 3: I bought truck routes I did this. There's no hustle.
• 24:40
  Speaker 3: I haven't done. I bought a truck route was delivering
• 24:43
  Speaker 3: Starbucks coffee in the glass back in the day.
• 24:46
  Speaker 4: Like, there's no hustle. I haven't done.
• 24:48
  Speaker 3: Whether it's buying it, whether it's selling it. Like I
• 24:50
  Speaker 3: said some I can say some, I can't say, I've
• 24:52
  Speaker 3: done it all. So by the time I had met
• 24:57
  Speaker 3: French Montana, and that was like very in New York.
• 25:00
  Speaker 4: No one even knew who he was. No one.
• 25:04
  Speaker 3: I remember in the barbershop because I'd moved from New
• 25:06
  Speaker 3: York to New Jersey to just Edgewater up the hill
• 25:09
  Speaker 3: from Edgewater to New Jersey, and people in the barbershop
• 25:13
  Speaker 3: was kind of laughing at me, Bro, because there was
• 25:15
  Speaker 3: like this guy's taking advantage of Ray Dreson and this
• 25:19
  Speaker 3: guy sleep in his couch. This is that blah blah blah.
• 25:22
  Speaker 3: I used to talk a lot of shit French Monte. Yeah,
• 25:25
  Speaker 3: and it's crazy today. He lived with you, he had
• 25:28
  Speaker 3: live with me. He was just staying. He was staying.
• 25:30
  Speaker 3: But if you'd seen a few of his interviews, like
• 25:32
  Speaker 3: shout out to Norri, like he said in an interview,
• 25:35
  Speaker 3: like I used to sleep on Dre's couch and people before.
• 25:38
  Speaker 3: I was crazy at the time, but I knew he
• 25:40
  Speaker 3: was going to be big. I knew you have to
• 25:42
  Speaker 3: be able to see things before.
• 25:45
  Speaker 4: Yeah.
• 25:45
  Speaker 3: And I had the vision for an ear that no
• 25:48
  Speaker 3: one could take away from me. The billion dollars ears
• 25:51
  Speaker 3: today is like what everyone's now looking at me is
• 25:53
  Speaker 3: like yo, I go and see French, I'm wearing the studio.
• 25:55
  Speaker 3: He's like, yo, go in that book of Eli Man,
• 25:57
  Speaker 3: go in that book of by something count something like
• 26:01
  Speaker 3: people in the barber shop would laugh because they're like
• 26:04
  Speaker 3: this guy, what's he doing? But now the people in
• 26:08
  Speaker 3: the barber shop. Yeah, and that was a part of
• 26:15
  Speaker 3: the journey leaving from the UK, moving to New York.
• 26:18
  Speaker 3: I wouldn't say I discovered the French one time because
• 26:21
  Speaker 3: Garby and these other big guys was around him before.
• 26:23
  Speaker 3: But I had a lot to do with his career
• 26:26
  Speaker 3: and also he had a lot to do with my
• 26:28
  Speaker 3: career because I was watching him and max b. The
• 26:31
  Speaker 3: first time I ever saw making it clap was in
• 26:34
  Speaker 3: my living room. I had never seen nothing like that
• 26:38
  Speaker 3: in my living room or River Road Edgewater.
• 26:40
  Speaker 4: Like back in them days, I was welcome to America.
• 26:43
  Speaker 4: I was seeing things that was That was my real
• 26:45
  Speaker 4: welcome to America. Like I was seeing things in the
• 26:47
  Speaker 4: living room, but I was like, oh.
• 26:51
  Speaker 6: Shit, private.
• 26:52
  Speaker 3: Yeah, I was seeing real stuff from then, but they
• 26:57
  Speaker 3: didn't know. And I know Maxim's coming out in a
• 26:59
  Speaker 3: couple of months, like which weeks.
• 27:02
  Speaker 4: Yeah he comes out of French's birthday. How crazy is that?
• 27:05
  Speaker 3: Really?
• 27:06
  Speaker 4: Yeah, his release day is on French won't tell his birthday.
• 27:08
  Speaker 3: But like I was learning and watching the game back then,
• 27:13
  Speaker 3: and that's what I feel helped me scold me into
• 27:17
  Speaker 3: the game because it was DVDs then, Yeah, these guys.
• 27:20
  Speaker 3: Was I watched French going to distributors for DVDs. It
• 27:25
  Speaker 3: wasn't even the he wasn't even having There was no DSPs,
• 27:27
  Speaker 3: there was no he was putting out spitting bars on
• 27:31
  Speaker 3: his DVD in between the big people who was on
• 27:34
  Speaker 3: the DVD, Like I remember your Nicki Minaj spitting on
• 27:37
  Speaker 3: the stairs, like smack him Cocaine City, Like I've seen everything.
• 27:42
  Speaker 3: I watched them recording behind the scenes like I was
• 27:45
  Speaker 3: in maxb videos back in the day. Like I just
• 27:48
  Speaker 3: remember so much that. Then I was watching him go
• 27:51
  Speaker 3: to distributors and picking up cash for moving DVDs across
• 27:56
  Speaker 3: the country, and I was like wow. I remember our
• 27:59
  Speaker 3: first trip was like Connecticut and Boston, and I was
• 28:03
  Speaker 3: just like wow, these guys was going from this is
• 28:06
  Speaker 3: before the Internet.
• 28:07
  Speaker 4: I'm not saying the Internet wasn't there.
• 28:09
  Speaker 3: Hip hop was not so much in the Internet era
• 28:11
  Speaker 3: before World Star, and they was going up to Boston
• 28:14
  Speaker 3: and these places and selling out these big clubs, and
• 28:17
  Speaker 3: I was like wow, So that's really like how I
• 28:20
  Speaker 3: learned the game. The New York hustle mixed with the
• 28:23
  Speaker 3: London hustle. And by the time I went to LA,
• 28:26
  Speaker 3: I was ready.
• 28:27
  Speaker 4: So this this is the post.
• 28:28
  Speaker 1: So now you're in your in LA, but you're in
• 28:31
  Speaker 1: what is now known as a content house. I'm assuming yes,
• 28:34
  Speaker 1: you see posts.
• 28:35
  Speaker 5: He's rapping. Yes, but at any point are you thinking
• 28:39
  Speaker 5: like this is a risk?
• 28:40
  Speaker 4: Right?
• 28:41
  Speaker 5: This is white Rapper at the.
• 28:43
  Speaker 1: Time, you don't have him do him a lot of
• 28:45
  Speaker 1: yet no correct when the world gets introduced to him,
• 28:48
  Speaker 1: is White Iverson. And then something smart happens when he
• 28:52
  Speaker 1: connects with the Atlanta Rapper, Like, what are you thinking
• 28:54
  Speaker 1: risk at that point?
• 28:56
  Speaker 3: It's so crazy because shout out to a friend of
• 28:59
  Speaker 3: mine Rama, like I remember her braiding this kids here
• 29:04
  Speaker 3: that used to be a skateboarder in the house and she's,
• 29:07
  Speaker 3: like I said, content the house one day she was
• 29:09
  Speaker 3: braiding is hair and then Post wanted to get his
• 29:14
  Speaker 3: hair braided. And I don't know if it was exhibit
• 29:18
  Speaker 3: looking style or he wanted the Islan Iverson. I'm sure
• 29:22
  Speaker 3: he oughts for that Alan. He wanted braids like Adam Iverson.
• 29:25
  Speaker 3: He went from wanting braids like Alan Iverson to one
• 29:27
  Speaker 3: day being in the studio making a song called why
• 29:30
  Speaker 3: Ivison And things just always have some form of a journey.
• 29:37
  Speaker 3: And it went from someone I knew and known for
• 29:40
  Speaker 3: years coming to the house and braiding this kids here
• 29:42
  Speaker 3: to Braiden Posts here to him saying he's the white
• 29:44
  Speaker 3: Iverson and then making that song, and in February, I
• 29:48
  Speaker 3: was putting it out and shout to Fatman Key, Mike Miller,
• 29:53
  Speaker 3: rest in peace, Wiz Khalifa. These people heard this song
• 29:58
  Speaker 3: and just started tweeting it, and it was like how
• 30:00
  Speaker 3: great this song was. And radio was telling me that,
• 30:04
  Speaker 3: like not radio, but like the Internet started to pick
• 30:07
  Speaker 3: up on the buzz and I remember starting to go
• 30:08
  Speaker 3: and pump it towards radio and they're like, this will
• 30:10
  Speaker 3: never be played on radio.
• 30:12
  Speaker 4: It doesn't it's not in the style. It doesn't suit this,
• 30:14
  Speaker 4: it doesn't suit that.
• 30:16
  Speaker 3: Four to six months later, I remember Asap Rocky asking
• 30:19
  Speaker 3: me why I waited so long? Why he made us
• 30:23
  Speaker 3: wait four months for a video, Like we wanted to
• 30:25
  Speaker 3: see it, But it was actually a part of the
• 30:27
  Speaker 3: routine back then, like why just put out a video
• 30:30
  Speaker 3: for everybody?
• 30:31
  Speaker 4: Now content is different.
• 30:33
  Speaker 3: But I wanted people to gravitate to his Instagram because
• 30:37
  Speaker 3: he only had six hundred followers before why averson and
• 30:42
  Speaker 3: I was to build that and make people go to
• 30:45
  Speaker 3: see his socials. And the more people that went to
• 30:48
  Speaker 3: his socials was the more people that was fascinated with
• 30:51
  Speaker 3: this guy's look.
• 30:53
  Speaker 4: Like you have to think about it, You're.
• 30:55
  Speaker 3: The black guy with an English accent walking in rooms
• 30:59
  Speaker 3: with white guy with Alan iveson braids and gold teeth,
• 31:03
  Speaker 3: and I'm telling them he's going to be the biggest
• 31:05
  Speaker 3: thing in the world.
• 31:06
  Speaker 4: People looked to me like I was fucking crazy.
• 31:09
  Speaker 3: We're gonna listen to this British speaking, fucking black bloke
• 31:13
  Speaker 3: and he's gonna tell us this guy is going to
• 31:15
  Speaker 3: be the biggest thing in hip hop and music, full stop.
• 31:18
  Speaker 3: And I'm like, oh, Anie knows how to play the guitar.
• 31:20
  Speaker 3: It looked at me like I was crazy. So it
• 31:24
  Speaker 3: went from that to like NonStop, just snowballing that one record,
• 31:28
  Speaker 3: putting other records too Young and some other records together,
• 31:32
  Speaker 3: and just really going out on my backpack. I remember
• 31:35
  Speaker 3: south By Southwest. He had four shows booked. We did
• 31:38
  Speaker 3: fourteen shows in four days. Hustled. I took the same
• 31:42
  Speaker 3: hustle great, like, that's why I like that you asked
• 31:44
  Speaker 3: that question earlier.
• 31:45
  Speaker 4: I took that same hustle from the streets of never
• 31:49
  Speaker 4: saying no to or never taking no. Sorry. I remember I
• 31:54
  Speaker 4: told you no is a good thing.
• 31:56
  Speaker 3: Everyone who told me no, thank you, like I really
• 31:59
  Speaker 3: thank you today because that no was what got me stronger.
• 32:03
  Speaker 3: And I took that hustle and NonStop, like a basketball
• 32:06
  Speaker 3: player bouncing the ball. They're born with it. That was
• 32:09
  Speaker 3: my hustle. I was born bouncing that ball. You couldn't
• 32:11
  Speaker 3: tell me no, I was going to kick off the door,
• 32:13
  Speaker 3: whether you liked it or not. And shit just.
• 32:18
  Speaker 4: Kept going and kept going, and I took it to
• 32:20
  Speaker 4: the next level.
• 32:21
  Speaker 5: What was the bigger moment?
• 32:23
  Speaker 1: Obviously you have white iverson, which introduces us to the sound,
• 32:28
  Speaker 1: and at first I never even thought about what does
• 32:31
  Speaker 1: this person look like. I was like, yo, this, this
• 32:33
  Speaker 1: is this sounds it felt like in a whiskery Philaving.
• 32:36
  Speaker 4: It felt like that type of flow.
• 32:38
  Speaker 1: And they were like, oh so, why dude, that's doing
• 32:39
  Speaker 1: that bigger moment having that go or having rock star following,
• 32:44
  Speaker 1: because it's like, yeah, you did this one, wow, but
• 32:47
  Speaker 1: now you've done it twice.
• 32:49
  Speaker 4: Yeah.
• 32:50
  Speaker 3: So the album took a long time to come out.
• 32:55
  Speaker 4: I can't remember.
• 32:56
  Speaker 3: There was a lot of little things going on in
• 32:58
  Speaker 3: the background, bidding wars this, that label wanted him, and
• 33:04
  Speaker 3: we put out a mixtape called August twenty six. Tiger
• 33:07
  Speaker 3: even said to me years ago, was like, Bro, that
• 33:09
  Speaker 3: was like, that's how I heard him. That was a
• 33:11
  Speaker 3: turning point when I believe that he could really do it.
• 33:14
  Speaker 3: But we put out the album in December, and everyone
• 33:16
  Speaker 3: knows how dangerous December is. December Night we part of
• 33:19
  Speaker 3: that album, and by January Nome was really thinking about
• 33:23
  Speaker 3: him and I remember going and spending my own red
• 33:29
  Speaker 3: to make a song called to make a video for
• 33:32
  Speaker 3: the song called Congratulations. Oh so that's okay, Yeah, that's
• 33:37
  Speaker 3: what happened. I remember taking out ten to fifteen grand
• 33:41
  Speaker 3: out of my own pocket to go and shoot the
• 33:44
  Speaker 3: video myself.
• 33:45
  Speaker 4: I didn't wait on the label I didn't like.
• 33:48
  Speaker 3: I went and shot Congratulations, shot the best video we could,
• 33:54
  Speaker 3: and that was more the turning point. Congratulations went crazy,
• 33:58
  Speaker 3: and it was because months was passing, the song was growing,
• 34:02
  Speaker 3: like again like why Avison. There was a snowball, and
• 34:05
  Speaker 3: then schools was graduating and I'll never forget one day
• 34:09
  Speaker 3: I was watching the news, yeah, and it was a
• 34:12
  Speaker 3: black school and they said that the kids in the
• 34:14
  Speaker 3: school would at the whole class wasn't going to graduate
• 34:18
  Speaker 3: or they was stick for failure, and everyone was jumping
• 34:21
  Speaker 3: up and down chairing on the news and it was
• 34:23
  Speaker 3: like this class in DC or something like that Baltimore,
• 34:27
  Speaker 3: and everyone was jumping up and down chairing and they
• 34:29
  Speaker 3: were singing Congratulations, and I'll never forget it in my head.
• 34:33
  Speaker 3: I was like, bing, bing, bing, we have the song
• 34:36
  Speaker 3: to thank God, to thank any moment that you're going
• 34:41
  Speaker 3: through in life. So that was like morely the turning
• 34:43
  Speaker 3: point because Congratulations was his first top ten. It didn't
• 34:46
  Speaker 3: go to number one on I thing. It was his
• 34:48
  Speaker 3: first top ten. But to correct you, you're a tay
• 34:52
  Speaker 3: accumulate what you're saying. Rock Star was the one rock
• 34:56
  Speaker 3: star after Congratulations, after that album, moving on, I had
• 35:01
  Speaker 3: him here in New York and I remember crazy like
• 35:06
  Speaker 3: going to Quad Studios and Quad Studios is where the
• 35:09
  Speaker 3: thing happened to Tupac back in the days. I'm in
• 35:12
  Speaker 3: Quad Studios and Christian's dead, did he sung? I'm like
• 35:16
  Speaker 3: this is quite weird. I mean STOs with Christian and
• 35:22
  Speaker 3: Christian was with this producer called Tank Card and I
• 35:25
  Speaker 3: remember him asking me by the pool table or something.
• 35:28
  Speaker 3: He wanted to play some beats or something, and we
• 35:30
  Speaker 3: just had some fake want to be producer, I don't know,
• 35:33
  Speaker 3: talking crap in the room and it was like we
• 35:35
  Speaker 3: didn't really want anyone coming into session.
• 35:37
  Speaker 4: But this guy came in with this sound, and immediately
• 35:41
  Speaker 4: Posters started mumbling the rock star. I was like what,
• 35:48
  Speaker 4: and he mumbled some, he spot.
• 35:52
  Speaker 3: Some and it just became I knew immediately this was
• 35:54
  Speaker 3: going to be one of the biggest songs in the world.
• 35:56
  Speaker 4: I remember when the song was finished.
• 35:58
  Speaker 3: Now everyone does this, they preview music on the internet,
• 36:01
  Speaker 3: but back then it wasn't a thing.
• 36:04
  Speaker 4: He had a bud light, he was playing it, he
• 36:06
  Speaker 4: was previewing it.
• 36:07
  Speaker 3: And I remember Chris Brown, all these different people reaching
• 36:10
  Speaker 3: out to me, like yo, I want to get on
• 36:12
  Speaker 3: this record. But and I remember post originally thought was
• 36:16
  Speaker 3: like I wanted to maybe feature in Travis Scott and
• 36:19
  Speaker 3: I was like, no, twenty one Savage. We was already friends.
• 36:24
  Speaker 3: We were already like I would showered to Key. I
• 36:27
  Speaker 3: was already close with his manager. I watched his whole
• 36:29
  Speaker 3: career coming up. Him and metro Booming just was on
• 36:32
  Speaker 3: a mixtape tour, on some big.
• 36:34
  Speaker 4: Tour, and.
• 36:37
  Speaker 3: I had to wait my time till he came off
• 36:41
  Speaker 3: that tour. You know, you're in a high, and like,
• 36:43
  Speaker 3: he's too much on a high right now. And he
• 36:47
  Speaker 3: got off the tour. The tour was finished, and he
• 36:49
  Speaker 3: reached back out to me and was like, yo, you
• 36:51
  Speaker 3: still on that verse, and I was like, of course,
• 36:53
  Speaker 3: and that happened to be rock Star. I remember going
• 36:56
  Speaker 3: into the labels telling them listen, I already have this
• 36:59
  Speaker 3: buzzing on it that Charlie Walk Monty lipman like, don't
• 37:03
  Speaker 3: play with me, do not play with me. I have
• 37:06
  Speaker 3: this song buzzing everywhere on the internet. Now I just
• 37:09
  Speaker 3: need you guys to connect radio. So the first week sales,
• 37:13
  Speaker 3: I want this to go straight to know. I was
• 37:15
  Speaker 3: so disappointed when the song first came out because it
• 37:18
  Speaker 3: debuted a number two in the charts, and it would
• 37:20
  Speaker 3: be like, what what do you mean you're disappointed?
• 37:22
  Speaker 4: I wanted to debut on number one.
• 37:23
  Speaker 3: I wanted some Michael Jackson shit like the song came out,
• 37:27
  Speaker 3: debuted at number two. Then the next week I went
• 37:29
  Speaker 3: to number one. We had our first number one, and
• 37:31
  Speaker 3: like you said, it became.
• 37:33
  Speaker 5: Nothing was the same.
• 37:34
  Speaker 4: Yeah, nothing was the same after that, man, nothing was.
• 37:37
  Speaker 2: Let me ask you, what's the role of a manager
• 37:39
  Speaker 2: as far as like people here manager a lot, but
• 37:42
  Speaker 2: from a business standpoint, like you know, what does that
• 37:45
  Speaker 2: look like? As far as making sure the contracts are
• 37:47
  Speaker 2: straight and making sure like you actually can get paid
• 37:50
  Speaker 2: the percentage that you have to get paid. What's the
• 37:52
  Speaker 2: responsibilities that you have to do, like all that type
• 37:54
  Speaker 2: of stuff.
• 37:55
  Speaker 3: The manager is everything man Like I have to tell
• 37:58
  Speaker 3: you like people well nowadays, like it looks bigger and
• 38:02
  Speaker 3: like back then, everyone just wanted to manage to be
• 38:04
  Speaker 3: a quiet guy in the corner, and I was far
• 38:07
  Speaker 3: from it. Like I'm making all these moves, I'm doing
• 38:12
  Speaker 3: all of these different things. I'm pointing all of this
• 38:13
  Speaker 3: stuff together. Brand deals make if the artist has a high,
• 38:19
  Speaker 3: you're providing and pushing that high. If the artist has
• 38:22
  Speaker 3: a low, you have to make the high again to
• 38:25
  Speaker 3: make him feel better. From then, from brand deals, from
• 38:29
  Speaker 3: dealing with the record labels, from dealing with music. This
• 38:34
  Speaker 3: that there's nothing that a manager doesn't do in an
• 38:37
  Speaker 3: artist's career.
• 38:38
  Speaker 4: Today.
• 38:39
  Speaker 3: The manager is the label, Like, yes, you have record
• 38:42
  Speaker 3: labels in that, but tell me the last time a
• 38:44
  Speaker 3: record label really broke a big record. Like the manager
• 38:48
  Speaker 3: has to go on the street and has to push everything.
• 38:50
  Speaker 3: He has to do everything from the street to the
• 38:53
  Speaker 3: boardroom to brand to you name it.
• 38:57
  Speaker 4: Like as a.
• 38:58
  Speaker 3: Manager, I did every corner of it, Like I went
• 39:02
  Speaker 3: from the streets and making a record big on the
• 39:04
  Speaker 3: streets to making a record big in a boardroom to
• 39:08
  Speaker 3: making a record big on the radio. You have to
• 39:10
  Speaker 3: deal with so much things like a manager is like
• 39:14
  Speaker 3: what did I hear someone tell me? It's like the
• 39:16
  Speaker 3: most thankleish job. It's the most thankless job in the
• 39:19
  Speaker 3: music basse, because no one comes and tells you thank you, man.
• 39:22
  Speaker 3: No one says thank you, great manager, thank you like
• 39:24
  Speaker 3: you've been a great manager, thank you very much.
• 39:26
  Speaker 4: It's just a thankless.
• 39:28
  Speaker 3: Job that you don't really get thanked for, but you
• 39:31
  Speaker 3: work your fucking ball nor one stop for It's like
• 39:35
  Speaker 3: it's something that, like I said, man, being a manager
• 39:39
  Speaker 3: is how Don Laundres and how I started.
• 39:42
  Speaker 4: My own brand from making all these brands big.
• 39:44
  Speaker 3: I remember this guy wasn't even twenty five year and
• 39:48
  Speaker 3: I was in a meeting in a board meeting with
• 39:50
  Speaker 3: bud Light and a hey's a bush And I'm telling
• 39:53
  Speaker 3: them this guy's been drinking bud Light since before he
• 39:57
  Speaker 3: was meant to drink bud Light. And I'm like, one
• 39:59
  Speaker 3: day he's gonna have his face on the can. They
• 40:01
  Speaker 3: looked to me all aft two three. Four years later,
• 40:04
  Speaker 3: he had his face on the count of a bud
• 40:06
  Speaker 3: Light super Bowl commercially, Yes, super Bowl commercials. This that
• 40:10
  Speaker 3: I saw all of that before. You have to be
• 40:13
  Speaker 3: a visionary to be a manager. I saw stadiums. I
• 40:15
  Speaker 3: saw so much. Like you said, it's it's an all
• 40:19
  Speaker 3: round job. That is a thankless job, but at the
• 40:23
  Speaker 3: same time, when it pops off, it can really work.
• 40:26
  Speaker 3: But this is like a piece of advice, like make
• 40:30
  Speaker 3: sure as a manager you have your paperwork, make sure
• 40:32
  Speaker 3: you get in your shavings, because it's like a barber.
• 40:34
  Speaker 3: I used to tell everybody like I'm like a barber.
• 40:36
  Speaker 3: I'm just here collecting the shavens. They make all the
• 40:39
  Speaker 3: big money, You're just here collecting the shavens. And if
• 40:41
  Speaker 3: you make the artist big enough, your shavings get bigger.
• 40:44
  Speaker 4: Do you know what I'm saying.
• 40:45
  Speaker 3: And another piece of advice for managers out there, and
• 40:50
  Speaker 3: I couldn't tell this on any other platform better than
• 40:52
  Speaker 3: earn your leisure, make sure that you got your sunset,
• 40:56
  Speaker 3: man make sure if you don't know what the sunset is,
• 40:59
  Speaker 3: or managers out that's running around with artists or managers that.
• 41:04
  Speaker 4: Are doing what they're doing or believe in something.
• 41:06
  Speaker 3: Make sure your paperwork's correct, and make sure you're looking
• 41:09
  Speaker 3: at that sunset.
• 41:10
  Speaker 4: Man.
• 41:10
  Speaker 3: And if you don't know what it is that I
• 41:12
  Speaker 3: gave you something to go google today, go look up
• 41:14
  Speaker 3: and make sure you got that sunset, bro because that
• 41:16
  Speaker 3: sunset is everything.
• 41:17
  Speaker 6: Sunset as far as the exit when you're.
• 41:19
  Speaker 3: Leaving, sunset clause. Sunset clause is in the paperwork. Like
• 41:24
  Speaker 3: suppose the artist gets so big and so huge, and
• 41:27
  Speaker 3: then what happens today when people get in people's ears
• 41:31
  Speaker 3: or this person's whispering, that person's whispering, or whatever happens.
• 41:36
  Speaker 3: You just put in all that work and you just
• 41:39
  Speaker 3: walk away like a dog of his tail between his necks. No,
• 41:42
  Speaker 3: make sure that you've got that sunset clause in your contracts,
• 41:46
  Speaker 3: all of you out there. Is very important because it's
• 41:49
  Speaker 3: the only thing that you have will give you a
• 41:51
  Speaker 3: leg to stand on in the future and show your
• 41:54
  Speaker 3: hard work.
• 41:55
  Speaker 6: So that I'll let you still get paid after.
• 41:56
  Speaker 2: You correct, after you leave, correct for like a certain
• 41:59
  Speaker 2: amount of time.
• 41:59
  Speaker 4: Correct whatever you had in the contract. Correct.
• 42:03
  Speaker 5: Wow, So that's good information. I'm looking at.
• 42:06
  Speaker 3: This right, never told anyone that before, And I can't
• 42:08
  Speaker 3: believe I even just said, he's talking like this, but
• 42:14
  Speaker 3: this is real. I need to help my brothers and
• 42:17
  Speaker 3: sisters to actually know what you're getting into when you're
• 42:20
  Speaker 3: doing this stuff. Like he said, did people look at
• 42:23
  Speaker 3: me crazy? I made the biggest white artists of today.
• 42:28
  Speaker 3: I remember sitting down with Jimmy Iveen and Post and
• 42:31
  Speaker 3: He's like, no, Post, not your Dre Madre. I'm like
• 42:34
  Speaker 3: sitting there like wow, Veen is saying, not your Dre,
• 42:38
  Speaker 3: Mi Dre, and I'm like, hold on, I did what
• 42:40
  Speaker 3: doctor Dre did with Eminem. I did the same equivalent. Okay,
• 42:45
  Speaker 3: Eminem might rap. It's the same thing being a black
• 42:48
  Speaker 3: guy and bringing and making the top five white artists
• 42:52
  Speaker 3: in the world.
• 42:54
  Speaker 4: Like, it's a huge, huge thing because what I look
• 42:58
  Speaker 4: like people.
• 42:58
  Speaker 1: Saw a lot of people didn't want me in those
• 43:00
  Speaker 1: You did something that his Dre, well not even his
• 43:03
  Speaker 1: dread doctor Drake didn't do, and that's put out multiple
• 43:08
  Speaker 1: Diamond records. Yes, I think at the time, I think
• 43:12
  Speaker 1: he is. He number one for most Diamond singles.
• 43:14
  Speaker 3: Yeah, he's number one right all the time Diamond singles.
• 43:17
  Speaker 5: So with the most stream song of all time, that
• 43:21
  Speaker 5: just happened like last month.
• 43:22
  Speaker 4: When when out there when like I put that deal
• 43:26
  Speaker 4: together with.
• 43:27
  Speaker 3: So Pictures Spider Man, Yeah, because called Spider Verse, but
• 43:30
  Speaker 3: to me it was Spider Man.
• 43:31
  Speaker 4: And that was the first time I watched big Money.
• 43:39
  Speaker 3: That was the first time, like you Oxford as a
• 43:41
  Speaker 3: manager do that was the first time I got a
• 43:43
  Speaker 3: chance to use the marketing money of a movie to
• 43:47
  Speaker 3: move a record.
• 43:49
  Speaker 5: What was that?
• 43:50
  Speaker 4: Like?
• 43:50
  Speaker 5: Like, oh my god, I feel the excitement, like because.
• 43:56
  Speaker 3: I remember walking going to Universal and I think I
• 44:02
  Speaker 3: went to see Jody Gerson, who's the president of Universal Publishing.
• 44:06
  Speaker 3: I went to a meeting in Universal. And I'm not
• 44:10
  Speaker 3: trying to say I'm this man, I'm just a humble
• 44:12
  Speaker 3: guy from London.
• 44:13
  Speaker 4: Man.
• 44:14
  Speaker 3: I walk into a building and the building starts knowing
• 44:16
  Speaker 3: I'm there, So people start whispering that I'm in the building.
• 44:19
  Speaker 3: And someone called someone, and someone called someone, and then
• 44:24
  Speaker 3: all of a sudden, before I leave, there's a call
• 44:27
  Speaker 3: on the desk and like, Drake, can you stop buying
• 44:29
  Speaker 3: my office on your way down? Like I just want
• 44:31
  Speaker 3: to And I really really really mess with this woman,
• 44:35
  Speaker 3: Like I really like she had a great soul, great spirit,
• 44:38
  Speaker 3: and like I stopped by her office on the way
• 44:41
  Speaker 3: down for me leaving and she's like.
• 44:43
  Speaker 4: What are you working on? What are you doing? Like
• 44:45
  Speaker 4: what's going on right now? And like.
• 44:48
  Speaker 3: I remember her telling me that she had a couple
• 44:51
  Speaker 3: of different projects that was in front of her, and
• 44:54
  Speaker 3: even though it was Universal Publishing, there was something from
• 44:59
  Speaker 3: she didn't I don't even think she said Spider Man,
• 45:01
  Speaker 3: I don't remember, but like I remember her telling me
• 45:05
  Speaker 3: something about a movie or something that was going on.
• 45:08
  Speaker 3: And I remember there was a song that we made
• 45:10
  Speaker 3: just a couple of weeks before what was.
• 45:12
  Speaker 4: Mostly mumbles, mumbling melody and sunflower.
• 45:20
  Speaker 3: I think you're loving me too much, like people biting
• 45:24
  Speaker 3: on no back home, I'm living on a lot of
• 45:26
  Speaker 3: gems here. I remember the girl in the studio at
• 45:30
  Speaker 3: the time that was with sway Lee saying this song's
• 45:33
  Speaker 3: about me.
• 45:34
  Speaker 4: And I was looking around, like getting out of hair.
• 45:36
  Speaker 3: Like Swaye did the hook in the beginning and Post
• 45:40
  Speaker 3: had to finish it by him doing a hook, and
• 45:42
  Speaker 3: he took a while because Swaye's.
• 45:44
  Speaker 4: High note or he didn't find his tone or whatever.
• 45:46
  Speaker 3: And I'll never forget the same night, this girl that
• 45:49
  Speaker 3: used to call sway Lee a lot of problems.
• 45:52
  Speaker 4: One of his ex girls or just used to be
• 45:53
  Speaker 4: a lot of trouble.
• 45:56
  Speaker 3: She turned around and said, this song is about me
• 45:58
  Speaker 3: and blah blah blah blah blah in the back, and
• 46:00
  Speaker 3: I was like, no, it's not.
• 46:01
  Speaker 4: But the next day I heard the words and I
• 46:03
  Speaker 4: was like, wow, it.
• 46:04
  Speaker 3: Was really that hook was really had some connection to
• 46:09
  Speaker 3: her and what him had been going through. But I
• 46:12
  Speaker 3: went in the room when I was leaving Universal Publishing
• 46:16
  Speaker 3: and I remember playing it for Dana. Shout out to Dana,
• 46:19
  Speaker 3: I'm going down, and I played this record for her
• 46:23
  Speaker 3: and I had to stop after like a minute or
• 46:25
  Speaker 3: a minute, a couple of seconds. It's like, why did
• 46:27
  Speaker 3: you stop it? Because the record wasn't even finish. It
• 46:30
  Speaker 3: was mumble, mumble, mumble post. His part was all like
• 46:33
  Speaker 3: him just mumbling his melody and getting it right, mumbling.
• 46:37
  Speaker 3: The only thing that was clear was the hook. And
• 46:39
  Speaker 3: I remember texting it to Dana and telling her, do
• 46:42
  Speaker 3: not email no one this record. You have to physically
• 46:48
  Speaker 3: drop it off yourself. You have to physically text the
• 46:51
  Speaker 3: record yourself. And while we gave I gave that record
• 46:57
  Speaker 3: to the people making Spider Man before the song was
• 46:59
  Speaker 3: even finished. It was like a crazy moment and then
• 47:04
  Speaker 3: the movie was being finished, Post wasn't finishing his verse.
• 47:07
  Speaker 4: We had a.
• 47:07
  Speaker 3: Deadline and he's like leaving the studio one day and.
• 47:12
  Speaker 4: He was like, bro, I do it tomorrow.
• 47:18
  Speaker 3: I'm like, when does it have to be in by
• 47:20
  Speaker 3: I said yesterday, But it really did have to be
• 47:22
  Speaker 3: in before. The day before he finished his verse, they
• 47:26
  Speaker 3: was already lining up the song and the music. So
• 47:28
  Speaker 3: they had this record while they were still working on
• 47:31
  Speaker 3: the animation and lining up and finding the right parts
• 47:34
  Speaker 3: for it. That's why I feel like this was such
• 47:36
  Speaker 3: a magical moment because I gave them the cadence of
• 47:40
  Speaker 3: the record while they were still finishing the movie. It
• 47:44
  Speaker 3: came together like a marriage. That's the biggest records, the
• 47:47
  Speaker 3: biggest businesses, the biggest everything in the world is when
• 47:51
  Speaker 3: two forces come together like a marriage. And that was
• 47:55
  Speaker 3: like a marriage that I could have never ever what.
• 47:59
  Speaker 4: A budget different for it?
• 48:00
  Speaker 1: Right, Because like we grew up in an era, you're
• 48:02
  Speaker 1: probably from that same era if you push in ninety
• 48:04
  Speaker 1: six BMW right, that we waited for movies and then
• 48:10
  Speaker 1: the movies had soundtracks, right. So sometimes I remember, like
• 48:14
  Speaker 1: even J was telling the story how they would put
• 48:16
  Speaker 1: a single on the record, but they would put the
• 48:18
  Speaker 1: single on the soundtrack to get.
• 48:19
  Speaker 4: Double the sales.
• 48:20
  Speaker 1: Yes, but this is this is a different era, right
• 48:23
  Speaker 1: because Spider Verse, I'm not sure that people bought the
• 48:26
  Speaker 1: soundtrack or they just heard that song in the score
• 48:29
  Speaker 1: of the movie and like we gotta go download that
• 48:32
  Speaker 1: is there a different marketing budget that goes into the
• 48:35
  Speaker 1: New Age movie first.
• 48:37
  Speaker 3: Like now, back then there was more of a bigger
• 48:40
  Speaker 3: marketing budget that they would put towards a movie. And
• 48:42
  Speaker 3: I remember the song was at the beginning of the movie, right,
• 48:45
  Speaker 3: And I remember one of the smartest stills we've done
• 48:49
  Speaker 3: was we wanted I don't know how to describe this
• 48:53
  Speaker 3: in the best layman terms, but okay, we've given you
• 48:56
  Speaker 3: this record, but we still want this record on this album.
• 49:00
  Speaker 3: And today it's really harder to do that. But we
• 49:03
  Speaker 3: was able to pull off a deal where we put
• 49:05
  Speaker 3: the record on Spider Verse and then we had the
• 49:09
  Speaker 3: record on his album at the same time, so we
• 49:12
  Speaker 3: had double marketing money for the same project. So by
• 49:17
  Speaker 3: the time a year or whatever had passed or nine
• 49:19
  Speaker 3: months had passed or whatever whatever it was on his
• 49:22
  Speaker 3: next album too. So I was able to manage like
• 49:25
  Speaker 3: you said, I was able to manage and be smart
• 49:29
  Speaker 3: about how I put across the two marketing budgets for
• 49:32
  Speaker 3: one record made it the biggest record in like you heard,
• 49:35
  Speaker 3: like of all time or the biggest record of our generation.
• 49:39
  Speaker 3: You could say all time because I'm never streaming. Yeah,
• 49:42
  Speaker 3: streaming and double diamond or something like. You could go
• 49:46
  Speaker 3: look it up and see how many records have gone
• 49:48
  Speaker 3: double diamond in your history. Not many or if ever,
• 49:52
  Speaker 3: And it just became a monumental moment. And like I said,
• 49:56
  Speaker 3: that was a part of managing branding. Sony Pictures put
• 50:02
  Speaker 3: all of these things together.
• 50:03
  Speaker 6: So what did you learn from that experience working with
• 50:05
  Speaker 6: them as far as they're branding and how they market.
• 50:09
  Speaker 3: I learned that if you use budgets correctly, you could
• 50:13
  Speaker 3: blow up anything in this world.
• 50:15
  Speaker 4: It doesn't matter what.
• 50:16
  Speaker 6: What's the proper way to use a budget?
• 50:19
  Speaker 3: The proper way to use a budget, it's like a
• 50:23
  Speaker 3: hustler skim that man.
• 50:25
  Speaker 4: Stretch it, yo, flip it, put it in the part.
• 50:28
  Speaker 3: Whatever you do, use the budget as best as you
• 50:32
  Speaker 3: can and stretch it as most as you can and
• 50:35
  Speaker 3: make sure you can get to as many avenues as possible.
• 50:38
  Speaker 3: Today they call it content, they call it marketing, from
• 50:42
  Speaker 3: the Internet, from social media, from this that stretch that
• 50:47
  Speaker 3: budget as far as you can, because the more you
• 50:50
  Speaker 3: stretch that budget, and the more eyes you can see
• 50:52
  Speaker 3: and the more ears you can get to is the
• 50:54
  Speaker 3: more bigger anything is.
• 50:55
  Speaker 4: This is not just a song called Sunflower. This goes
• 50:59
  Speaker 4: for everything.
• 50:59
  Speaker 3: This goes for Don Laundres, my tequila, This goes for
• 51:02
  Speaker 3: everything you're doing in this world.
• 51:04
  Speaker 4: Stretch the budget, man, and it.
• 51:06
  Speaker 3: Doesn't matter if you've had investors in just a whole
• 51:09
  Speaker 3: nother subject, because I don't have.
• 51:12
  Speaker 4: Any big investment.
• 51:14
  Speaker 3: I don't have no institutions that came in on me
• 51:16
  Speaker 3: with Don Laudras.
• 51:17
  Speaker 4: I wanted to do it myself. I wanted to be able.
• 51:21
  Speaker 3: I looked at people in history like Ditty fifty, all
• 51:28
  Speaker 3: these different jay Z, all these different guys that had
• 51:31
  Speaker 3: done huge things in the alcohol space. But at the
• 51:36
  Speaker 3: end of the day, jay Z was totally different because
• 51:39
  Speaker 3: I remember him buying into one of the brands, But
• 51:42
  Speaker 3: like most of them, was using our culture and most
• 51:46
  Speaker 3: of them was using us as a people. And I
• 51:50
  Speaker 3: wanted to not beg for a seat at the table.
• 51:53
  Speaker 3: I wanted to make sure that I was at the table,
• 51:57
  Speaker 3: like this is my table.
• 51:58
  Speaker 4: I'm not begging for a seat at table. I'm not.
• 52:01
  Speaker 3: I need to make sure that we have something different
• 52:05
  Speaker 3: for the future. And I wanted something for my kids,
• 52:07
  Speaker 3: kids kids that I might never ever see. So like
• 52:11
  Speaker 3: I had to build my own brand.
• 52:14
  Speaker 6: How'd that start? As far as the pivot from music to.
• 52:16
  Speaker 3: This, well, I watched us travel the world, and like
• 52:21
  Speaker 3: I stopped drinking vodka, and I don't know, a long
• 52:24
  Speaker 3: time ago, I stopped drinking.
• 52:26
  Speaker 4: Vodka, and I was like coming across tequila, like I
• 52:28
  Speaker 4: would be awake non stop.
• 52:30
  Speaker 3: I would never feel a drought or a sloppy moment
• 52:33
  Speaker 3: in my traveling the world and touring, tequila was just
• 52:37
  Speaker 3: became my favorite drink. And this is many years ago
• 52:39
  Speaker 3: when people wasn't even drinking tequila like that, twenty fifteen,
• 52:42
  Speaker 3: twenty sixteen.
• 52:44
  Speaker 4: And I never really got a chance.
• 52:46
  Speaker 3: And when the world shut down in twenty twenty, it
• 52:51
  Speaker 3: was when I had this epiphany. It was like before
• 52:54
  Speaker 3: it was right after I don't know the exact dates.
• 52:57
  Speaker 3: It was right around the time George Clue he had
• 53:00
  Speaker 3: just sold or whatever, Like there was no celebrity to Kila.
• 53:03
  Speaker 3: It was none of these people trying to come out
• 53:05
  Speaker 3: with their own alcohol. But I'd seen what we did
• 53:08
  Speaker 3: with alcohol, and I said, hold on a second, Like
• 53:12
  Speaker 3: this is the pivot for me. You're out partying, you're
• 53:16
  Speaker 3: out entertaining people. People calling me the curior, the curier
• 53:24
  Speaker 3: for the culture, the party guy, the guy who brings
• 53:26
  Speaker 3: all these people together and makes all these great things happen.
• 53:29
  Speaker 4: And I'm like, hold on a second, we're drinking someone
• 53:32
  Speaker 4: else's drink.
• 53:34
  Speaker 3: Like I need to figure out how I'm gonna make
• 53:36
  Speaker 3: my own drink that we can pivot and we can
• 53:39
  Speaker 3: have our own. Because my grandmother rests in peace. My
• 53:42
  Speaker 3: mother always said, blessed a man that had his own.
• 53:45
  Speaker 3: And I wanted my own seat at the table. So
• 53:47
  Speaker 3: I made the table, if that makes sense. I made
• 53:50
  Speaker 3: my own alcohol. I started in twenty twenty when there
• 53:53
  Speaker 3: was the world was shutting down. When the world shut down,
• 53:58
  Speaker 3: and I remember people going crazy because we had like
• 54:01
  Speaker 3: five shows and I was trying to finish the tour
• 54:03
  Speaker 3: and we got to like the last fifth or the
• 54:05
  Speaker 3: fourth show and we had to shut down because people
• 54:07
  Speaker 3: was like looking at post crazy. And when the world
• 54:09
  Speaker 3: shut down, I was That's when I got started. That's
• 54:13
  Speaker 3: when I said, hold on a second, the world is
• 54:15
  Speaker 3: shut down. Everyone was laughing at me because I was
• 54:18
  Speaker 3: building this house or I had a house that I
• 54:20
  Speaker 3: was building to make my house my office. Today it
• 54:23
  Speaker 3: might sound normal to you, but most people didn't have
• 54:24
  Speaker 3: a house's office back then. And I was finishing this
• 54:28
  Speaker 3: house to make an office, and then everyone's office shut down.
• 54:31
  Speaker 3: Then I had all the great nerds, the great geeks,
• 54:35
  Speaker 3: the great all coming to my office and working out
• 54:38
  Speaker 3: of my office because it was a fun place to
• 54:40
  Speaker 3: be and it was a great vibe. And the same time,
• 54:43
  Speaker 3: while all this was happening, I bought a free D
• 54:45
  Speaker 3: printer because I had this vision of a shape of
• 54:48
  Speaker 3: a bull, but I didn't know how I was going
• 54:50
  Speaker 3: to make the shape of the ball. And I sat
• 54:53
  Speaker 3: down with one of my geeks at the time, Jacob,
• 54:56
  Speaker 3: and was like, yo, I wanted to look like this.
• 54:58
  Speaker 3: I wanted to look like a I don't want it
• 55:00
  Speaker 3: to be a vase. I want it to be monumental
• 55:02
  Speaker 3: and the bottle to be really special that after you're
• 55:05
  Speaker 3: finished with this bottle, you want to do things with it.
• 55:08
  Speaker 3: Today now this is the same bottle where women make
• 55:11
  Speaker 3: it into a vase, they put flowers in it, they
• 55:13
  Speaker 3: put an handle on it, like this bottle became a
• 55:16
  Speaker 3: monumental thing. But while talking about I had the bottle
• 55:20
  Speaker 3: in my head. I still had to find the liquid.
• 55:23
  Speaker 3: And I was on this crazy journey where someone, uh,
• 55:30
  Speaker 3: this guy co Tractill introduce you to this guy that
• 55:32
  Speaker 3: wanted to talk to me, and he just wanted to
• 55:34
  Speaker 3: meet me.
• 55:34
  Speaker 4: And I had a lot of people that.
• 55:36
  Speaker 3: Wanted to meet me because of my work I've done
• 55:38
  Speaker 3: in the game, and like Sean Michelle, this guy came
• 55:42
  Speaker 3: to this party to meet me. I was talking about
• 55:44
  Speaker 3: black coffee and this guy had made coffee and this
• 55:47
  Speaker 3: that thought like it didn't even make sense.
• 55:49
  Speaker 4: Everything that this guy was talking about didn't make no
• 55:52
  Speaker 4: sense to me and the party. But he I don't
• 55:55
  Speaker 4: know if he was a partner in a sprinter company,
• 55:57
  Speaker 4: he knew the people who owned the sprinter company. That
• 56:00
  Speaker 4: was on my mind was leaving from this party and
• 56:03
  Speaker 4: bringing all the girls to tig this house. Like this
• 56:08
  Speaker 4: guy's trying to priorities man priority.
• 56:10
  Speaker 3: Yeah, yeah, but it's crazy because this guy, Joe Michelle
• 56:16
  Speaker 3: drove us in the sprinter and I could tell he
• 56:18
  Speaker 3: wasn't a sprinterer driver Bro I just knew.
• 56:20
  Speaker 4: I don't know whether he was.
• 56:21
  Speaker 3: A partners I said, in the Sprinter company or what
• 56:23
  Speaker 3: he was doing, but he wanted time with me, and
• 56:25
  Speaker 3: his time with me was driving out to Palm Springs.
• 56:28
  Speaker 3: We had to drive two hours to Palm Springs or
• 56:31
  Speaker 3: just outside Palm Springs, Indio, to a house that Tiger
• 56:36
  Speaker 3: had where I had like people going and partying. But
• 56:38
  Speaker 3: by the time we got there, it was so late,
• 56:40
  Speaker 3: like everyone wanted to fall asleep. Never really told this
• 56:43
  Speaker 3: story like it is. I wake up the next morning.
• 56:47
  Speaker 3: I said the guy, there's like a more than enough space.
• 56:51
  Speaker 3: The guy could have slept in the truck. And I
• 56:53
  Speaker 3: remember E telling me, Dre, what are you doing?
• 56:55
  Speaker 4: Man?
• 56:55
  Speaker 3: Just make the guy sleep on the couch, Like like,
• 56:57
  Speaker 3: what are you doing? And I woke up at like
• 57:01
  Speaker 3: one o'clock in the afternoon. I remember Tiger walking towards
• 57:04
  Speaker 3: me and he had this look on his face. He
• 57:06
  Speaker 3: was like, Bro, this guy, this driver, he's got to go.
• 57:10
  Speaker 3: I was like, what are you talking about. This driver's
• 57:12
  Speaker 3: got to go. He was in the pool, and he
• 57:16
  Speaker 3: was in the pool and his box of shorts and
• 57:19
  Speaker 3: then some of this other girl like is kind of crazy.
• 57:22
  Speaker 3: The same girl who braided postmlons here, this is years ahead,
• 57:28
  Speaker 3: years like we've been front for years. She's like yeah,
• 57:30
  Speaker 3: and he's smoking my weed and this is that. I
• 57:32
  Speaker 3: was like, Bro, you got to go. You got a
• 57:34
  Speaker 3: guy out of here. This is not your house, Like
• 57:36
  Speaker 3: what are you doing?
• 57:36
  Speaker 4: Bro?
• 57:37
  Speaker 3: You can't just wake up in someone's house and think
• 57:39
  Speaker 3: that you could just be going in there. Pool and
• 57:41
  Speaker 3: your box are short smoking weed? This this that like
• 57:44
  Speaker 3: he saw me flip out, he left. I only found
• 57:47
  Speaker 3: out the rest of the story two years later when
• 57:48
  Speaker 3: I saw him again. Two years later, he left, stopped
• 57:51
  Speaker 3: to the BMW racetrack and heard a Post Malone song.
• 57:54
  Speaker 3: I was like, wow, this is meant to be Monday
• 57:57
  Speaker 3: morning this Saturday. When Sunday night the next day, Sunday,
• 58:01
  Speaker 3: Monday morning. I had to get all these people back
• 58:03
  Speaker 3: home back to LA And I was like, wow, this
• 58:06
  Speaker 3: is gonna cost me some uber money because I'm gonna
• 58:08
  Speaker 3: have to call two ubers vans this that to get
• 58:11
  Speaker 3: everybody back. Like I said, I was the Curate, a
• 58:13
  Speaker 3: vibe Curate. I'm gonna have to get everyone back to civilization.
• 58:19
  Speaker 4: Bro.
• 58:19
  Speaker 3: The guy came back for me. The guy, the same
• 58:23
  Speaker 3: guy that I cursed out on the Saturday early Sunday morning,
• 58:27
  Speaker 3: came back for me the next day. He drove back
• 58:29
  Speaker 3: two hours and apologized and said, no, you was right.
• 58:32
  Speaker 4: This, this that.
• 58:33
  Speaker 3: On the way back, driving in the sprinter, he's telling me,
• 58:38
  Speaker 3: I have this, I've that going on. I know this person,
• 58:40
  Speaker 3: what about this?
• 58:41
  Speaker 4: What about that? And he goes, oh, and.
• 58:45
  Speaker 3: My best friend I grew up was the lawyer for
• 58:48
  Speaker 3: the Dawn Julio family. I said, scre a, what are
• 58:53
  Speaker 3: you talking about? He's like, talk to him right now.
• 58:56
  Speaker 3: So I started talking to this guy on the phone.
• 58:59
  Speaker 3: And this is what I'm telling you, this whole long story, guys,
• 59:01
  Speaker 3: is because every path you lead down might not take
• 59:05
  Speaker 3: you to where you think you need it to go.
• 59:08
  Speaker 3: But just be nice and follow through and keep believing
• 59:12
  Speaker 3: and something will come of it. This guy introduced me
• 59:15
  Speaker 3: to the lawyer from the Don Julio family, and the
• 59:20
  Speaker 3: lawyer then I don't think it was like five days
• 59:25
  Speaker 3: bro three days lay or something like that.
• 59:26
  Speaker 4: Five days less than five days. Man.
• 59:28
  Speaker 3: I was on a plane going to Mexico for tequila,
• 59:33
  Speaker 3: to go and look at my to go and find
• 59:35
  Speaker 3: the liquid for my tequila.
• 59:37
  Speaker 6: So you partner with Don Julio.
• 59:40
  Speaker 3: I didn't partner with Don Julio. So I partner with
• 59:43
  Speaker 3: a guy called Francisco Gonzalez. And he's probably gonna be
• 59:46
  Speaker 3: mad at me because I never talk about this. I
• 59:48
  Speaker 3: never say these kind of things. I never say in public.
• 59:51
  Speaker 3: But like Francisco Gonzalez was the first premium maker of tequila.
• 59:57
  Speaker 3: His father made Don Julio. He made nineteen forty two
• 1:00:04
  Speaker 3: for his father before his father passed away, to celebrate
• 1:00:07
  Speaker 3: the first year his father was on the Garvet field.
• 1:00:11
  Speaker 3: It was nineteen forty two. His father, his father just
• 1:00:15
  Speaker 3: had a stroke and he wanted to honor his father's
• 1:00:17
  Speaker 3: birthday after his father got well after the stroke and
• 1:00:20
  Speaker 3: got back, and he made nineteen forty two.
• 1:00:22
  Speaker 4: I didn't know none of this history. I didn't know
• 1:00:24
  Speaker 4: none of this story. I just knew that the guy
• 1:00:26
  Speaker 4: that was driving in the sprinter.
• 1:00:28
  Speaker 3: Was introducing me to a liquor lawyer, and the liquor
• 1:00:32
  Speaker 3: lawyer was introducing me to this family. And before you
• 1:00:37
  Speaker 3: knew it, I felt like it was a movie out
• 1:00:39
  Speaker 3: of Scarface or Sosa or something. This guy with a
• 1:00:43
  Speaker 3: big cowboy looking Mexican hat was opening this big door.
• 1:00:48
  Speaker 4: I was driving into this great distillery and.
• 1:00:53
  Speaker 3: That happened to be Francisco Gonzalez, who was the first
• 1:00:57
  Speaker 3: premium maker of tequila. Oh no, the first, Yeah, you
• 1:01:01
  Speaker 3: have to say. He made the first premium tequila. And
• 1:01:05
  Speaker 3: I went in there and I looked at the history.
• 1:01:07
  Speaker 3: I saw this, I saw that, I saw all this
• 1:01:09
  Speaker 3: different stuff, and we hit it off right away. But
• 1:01:13
  Speaker 3: it didn't just happen like that. I had to keep
• 1:01:15
  Speaker 3: going back for a year. Broa, do you know what
• 1:01:17
  Speaker 3: happened in that year? Well, I was going back and
• 1:01:20
  Speaker 3: forth just to get the loy to be able to
• 1:01:22
  Speaker 3: even make my own tequila. This guy didn't just say,
• 1:01:25
  Speaker 3: oh yo, go like you know, hey, I'll do.
• 1:01:28
  Speaker 4: It with you.
• 1:01:28
  Speaker 3: You're the black guy talking to a Mexican guy during
• 1:01:34
  Speaker 3: the times of George Floyd, who was like all around
• 1:01:39
  Speaker 3: that time the world shut down, all these crazy things
• 1:01:41
  Speaker 3: was happening, the George Floyd thing was happening. And you
• 1:01:45
  Speaker 3: have me in Mexico talk with a Mexican guy about
• 1:01:48
  Speaker 3: why my passion and why it's important for this for
• 1:01:52
  Speaker 3: us to come together to make this drink. And he
• 1:01:54
  Speaker 3: said it. After a year, he said, I didn't find
• 1:01:57
  Speaker 3: an a Forbes article. We sat down and we did
• 1:01:59
  Speaker 3: an article Forbes, came took pictures this, that, and he said,
• 1:02:03
  Speaker 3: I had to deal with this guy. I've never seen
• 1:02:04
  Speaker 3: anyone as passionate as this guy. I've never come across
• 1:02:08
  Speaker 3: anyone who really like deserved it.
• 1:02:11
  Speaker 4: So don L drezz was there.
• 1:02:16
  Speaker 3: First since originals, since their drink was it is the
• 1:02:20
  Speaker 3: first alcohol pure no added kaka pure tequila that we
• 1:02:30
  Speaker 3: made smooth. I made it for women first. That was
• 1:02:32
  Speaker 3: the main thing what I wanted to do because of
• 1:02:34
  Speaker 3: not just because of the shape of the bottle. I
• 1:02:37
  Speaker 3: wanted to look at a piece in the market that
• 1:02:39
  Speaker 3: didn't really exist.
• 1:02:41
  Speaker 4: No one was making tequila for women.
• 1:02:42
  Speaker 3: People fough of tequila were taking shots and women would
• 1:02:45
  Speaker 3: scrunch their nose and their makeup.
• 1:02:47
  Speaker 4: Would get fed up.
• 1:02:48
  Speaker 3: I was like, I want to make something for women
• 1:02:51
  Speaker 3: because what the women like, the men love.
• 1:02:54
  Speaker 4: And that was.
• 1:02:55
  Speaker 3: The story of how I went down the road and
• 1:02:59
  Speaker 3: started watching celebrities come out with tequila. Francisco Gonzalez made
• 1:03:03
  Speaker 3: me go through a whole train of making me learn
• 1:03:06
  Speaker 3: how tequila was me watching it from a gave to
• 1:03:09
  Speaker 3: the oven to this to that. I had to go
• 1:03:11
  Speaker 3: through the whole journey and what old this is going on?
• 1:03:13
  Speaker 3: Celebrities are now starting to make tequila. I had to
• 1:03:16
  Speaker 3: start posting on social media like my journey because then
• 1:03:19
  Speaker 3: it would look like I was badwaggon and people started
• 1:03:22
  Speaker 3: seeing like, hold on, this guy was on this journey
• 1:03:25
  Speaker 3: since twenty twenty, twenty twenty one making his own tequila,
• 1:03:28
  Speaker 3: and twenty three it came out and everyone was like
• 1:03:31
  Speaker 3: wow this And I'm not just saying this. People were
• 1:03:35
  Speaker 3: like everyone that tastes it, one tastes all it takes.
• 1:03:38
  Speaker 3: They tastes and they're like, wow, this is incredible. Shouer
• 1:03:42
  Speaker 3: to Terrence, like Terrence J my brother, that's how you
• 1:03:45
  Speaker 3: guys tried it first.
• 1:03:46
  Speaker 4: That's true.
• 1:03:47
  Speaker 3: I want this to be bigger than me. This is
• 1:03:50
  Speaker 3: bigger than us. The story of Jack Daniels. It was
• 1:03:55
  Speaker 3: a runaway slave and a runaway off of came together
• 1:04:01
  Speaker 3: made a drink called Jack Daniels. This is around today.
• 1:04:04
  Speaker 3: This drink's probably one hundred years old before prohibition. This
• 1:04:08
  Speaker 3: that like Jack Daniels, was made. That's what I'm doing.
• 1:04:13
  Speaker 3: That's what made me want to cross from entertainment music,
• 1:04:19
  Speaker 3: using and leveraging the scene. Shout out to Michael Rapino
• 1:04:21
  Speaker 3: from Live Nation, who has helped me leverage and do
• 1:04:25
  Speaker 3: all just one of the people a lot of people have,
• 1:04:27
  Speaker 3: but leverage the two together because there ain't no party
• 1:04:32
  Speaker 3: without alcohol, and there isn't alcohol over our party if
• 1:04:36
  Speaker 3: that makes sense.
• 1:04:37
  Speaker 1: Hi, that's interesting because Michael Rapino obviously the CEO of
• 1:04:41
  Speaker 1: Live Nation. How are they putting this in the venues
• 1:04:45
  Speaker 1: that he has? How does that partnership work?
• 1:04:47
  Speaker 3: So when we was going on tours, he let me
• 1:04:50
  Speaker 3: test it. I told him, like, my brother, I'm doing
• 1:04:54
  Speaker 3: something crazy. And he told me when he sat down
• 1:04:57
  Speaker 3: and he thought jay Z was crazy for buying champagne
• 1:05:01
  Speaker 3: and buying a sus Spades or douce, and he was
• 1:05:04
  Speaker 3: telling me the whole story when he sat down.
• 1:05:06
  Speaker 4: With jay Z and before that, jay Z was crazy.
• 1:05:08
  Speaker 3: And the same time we was having this conversation, jay
• 1:05:12
  Speaker 3: Z just got acquired or LVMH or something just brought
• 1:05:15
  Speaker 3: into it and he was like, I don't think you're crazy, Dre.
• 1:05:18
  Speaker 3: And whatever you're doing, you know, I always back to
• 1:05:22
  Speaker 3: me and him and Colin Lewis. Shout to Colin Lewis,
• 1:05:27
  Speaker 3: our business started off of a handshake. I never signed
• 1:05:29
  Speaker 3: no contract, they trusted me and respected me and loved
• 1:05:33
  Speaker 3: everything I was doing from the music game. And I
• 1:05:36
  Speaker 3: bought them an artist that made them millions and millions
• 1:05:39
  Speaker 3: of dollars. But it was all off of a handshake.
• 1:05:41
  Speaker 3: We never signed a contract, we never had any paperwork.
• 1:05:44
  Speaker 3: So my loyalty to them. He then helped me with
• 1:05:48
  Speaker 3: the same loyalty.
• 1:05:50
  Speaker 4: I told him.
• 1:05:50
  Speaker 3: Every venue you guys own, any venue we taught, I
• 1:05:53
  Speaker 3: need to bring this there. I need to make sure
• 1:05:56
  Speaker 3: that we have a tasting, we have this, we have that.
• 1:05:59
  Speaker 3: And I started like that, leveraging it like that. The
• 1:06:03
  Speaker 3: first tour was twenty twenty two when I started doing
• 1:06:06
  Speaker 3: just tastings. Then by twenty three I had in all
• 1:06:08
  Speaker 3: their amphitheaters, and he helped me to like just leverage
• 1:06:12
  Speaker 3: it into more places in the beginning, and I never
• 1:06:15
  Speaker 3: forget where I'm coming from, and I respect him, and
• 1:06:18
  Speaker 3: that was my bridging of the gap. That's when I
• 1:06:20
  Speaker 3: was like, ding, hold on a minute. You use everything
• 1:06:23
  Speaker 3: you have from music and entertainment. Every person you know,
• 1:06:28
  Speaker 3: every person you've ever met, needs to try your drink,
• 1:06:32
  Speaker 3: and as soon as they try it, they're gonna love it.
• 1:06:36
  Speaker 3: You wake up in the morning with no hangover because
• 1:06:38
  Speaker 3: there's nothing, but in tequila you're allowed to add stuff
• 1:06:43
  Speaker 3: to it. I think it's two percent. Most of these drinks.
• 1:06:46
  Speaker 3: Most of these drinks are getting in trouble today. I
• 1:06:48
  Speaker 3: don't know if you know. I'm not going to shout
• 1:06:49
  Speaker 3: them out because they don't deserve it, but there's a
• 1:06:52
  Speaker 3: lot of people getting in trouble because it's not even
• 1:06:53
  Speaker 3: one hundred percent of GOFE.
• 1:06:56
  Speaker 1: How about in the process are you because I'm thinking
• 1:06:58
  Speaker 1: about we've had people who've been in this spirit industry
• 1:07:01
  Speaker 1: getting it distributed, having licenses in each state, and then
• 1:07:06
  Speaker 1: labeling it right because premium tequila needs to be placed
• 1:07:10
  Speaker 1: in a certain spot correct.
• 1:07:11
  Speaker 5: How evolved in the processing.
• 1:07:13
  Speaker 3: I've been so involved in the process that from start
• 1:07:17
  Speaker 3: to finish to every day eating, sleeping, like I've been
• 1:07:21
  Speaker 3: in every process, to getting the licenses, to going through
• 1:07:25
  Speaker 3: the interviews, to being able to import it into the country,
• 1:07:28
  Speaker 3: to going over to my hometown England and going through
• 1:07:32
  Speaker 3: the same licenses and going through the same questioning and
• 1:07:36
  Speaker 3: getting it to like I'm so involved in the process,
• 1:07:38
  Speaker 3: it's unbelievable. It's like I'm now, thank God above that,
• 1:07:43
  Speaker 3: I'm now like it's growing to where we've built a
• 1:07:46
  Speaker 3: hype on it in the States that now people want
• 1:07:48
  Speaker 3: in other places. We just going into Canada now after
• 1:07:51
  Speaker 3: many years. Now finally it's in Toronto, it's in the UK.
• 1:07:54
  Speaker 3: I'm now talking to certain distributors and a few big people.
• 1:07:58
  Speaker 4: I almost gave one away.
• 1:08:00
  Speaker 3: In Dubai and the UAE. I'm talking to Africa because
• 1:08:05
  Speaker 3: this is US. As soon as people find out, like
• 1:08:08
  Speaker 3: hold on, this is genuine and this is coming from
• 1:08:10
  Speaker 3: a guy that looks like us, they want to support it.
• 1:08:13
  Speaker 3: And it's just crazy because I'm walking into rooms You're saying,
• 1:08:18
  Speaker 3: how involved am I? I'm walking into rooms where no
• 1:08:21
  Speaker 3: one looks like me. I'm going into GSMS General Celles
• 1:08:26
  Speaker 3: meetings with a whole room full of people where you
• 1:08:30
  Speaker 3: might find one Spanish guy maybe and one black guy.
• 1:08:34
  Speaker 4: Or the black guy's light skinned. He ain't even black.
• 1:08:36
  Speaker 4: I'm not saying he's not black. Don't take that the
• 1:08:38
  Speaker 4: wrong way.
• 1:08:40
  Speaker 3: She might not be fully black, but he might be
• 1:08:42
  Speaker 3: half black, half white whatever. I'm walking into rooms where
• 1:08:44
  Speaker 3: no one looks like me, and they're like, okay.
• 1:08:47
  Speaker 4: Entertainment, tell us about this, and I have to go
• 1:08:50
  Speaker 4: in there and sell it.
• 1:08:51
  Speaker 3: The first thing I do when I walk in the
• 1:08:53
  Speaker 3: room is I tell them, guys, you're probably not going
• 1:08:56
  Speaker 3: to see someone that looks like me for the rest
• 1:08:58
  Speaker 3: of the day. Oh, You're not probably going to come
• 1:09:00
  Speaker 3: across someone that looks like me that's about to sell
• 1:09:02
  Speaker 3: your alcohol.
• 1:09:02
  Speaker 4: They start laughing.
• 1:09:03
  Speaker 3: It breaks the ice, and then I start going into
• 1:09:06
  Speaker 3: the story of how I made don Landres. But there's
• 1:09:10
  Speaker 3: no one that looks like us in this business. I'm
• 1:09:12
  Speaker 3: so hands on that I walk in the room and
• 1:09:15
  Speaker 3: I told them, tell me the last time you guys
• 1:09:17
  Speaker 3: saw George Clooney in here?
• 1:09:18
  Speaker 4: Do you ever see George Clooney selling this alcohol?
• 1:09:20
  Speaker 3: No, I'm here on the ground looking at you all
• 1:09:22
  Speaker 3: in your eyes, looking at you right here, because I'm
• 1:09:25
  Speaker 3: believing I'm not just the founder. I'm every single thing
• 1:09:29
  Speaker 3: to do with this, and I'm not gonna stop until
• 1:09:32
  Speaker 3: I get that that joint.
• 1:09:34
  Speaker 4: Like now, I have.
• 1:09:35
  Speaker 3: Companies trying to get involved, trying to invest, trying to
• 1:09:39
  Speaker 3: once I won't say a buyout, but like now, I've
• 1:09:41
  Speaker 3: made so much noise people are now inquiring about it,
• 1:09:45
  Speaker 3: and I don't think I would ever sell more than
• 1:09:47
  Speaker 3: fifty one percent because I'm not here to just sell out.
• 1:09:51
  Speaker 3: I want this to be something for our next generations.
• 1:09:54
  Speaker 3: I want to be the Jack Daniels in a hundred
• 1:09:56
  Speaker 3: years where I'm maybe that face on the mantel piece
• 1:10:00
  Speaker 3: where my great great grandkids or my great grandkids are
• 1:10:03
  Speaker 3: looking and they're like wondering. The people are asking them
• 1:10:06
  Speaker 3: how you guys living so good? And they point at
• 1:10:08
  Speaker 3: the picture on top of the fireplace. So I'm just
• 1:10:10
  Speaker 3: a picture on the wall. But that's why I'm doing it.
• 1:10:12
  Speaker 3: This is all about legacy. We need to do things
• 1:10:15
  Speaker 3: for our legacy. We need to do things beyond just
• 1:10:19
  Speaker 3: thinking it's some hip hop or its some music, or
• 1:10:22
  Speaker 3: we're better than that. We could do so much to
• 1:10:25
  Speaker 3: leave a legacy and to teach the kids of tomorrow
• 1:10:29
  Speaker 3: what we're learning today, because today, like you said earlier,
• 1:10:31
  Speaker 3: we have the information. Bro We have the info that
• 1:10:34
  Speaker 3: my grandma when she came from Jamaica to London after
• 1:10:39
  Speaker 3: the World War Two, my granddad they were sweeping streets,
• 1:10:43
  Speaker 3: cleaning up, being bus drivers. This that then my mom
• 1:10:46
  Speaker 3: being the.
• 1:10:46
  Speaker 4: Second generation, they didn't have the information.
• 1:10:49
  Speaker 3: They were told to go to school, learn your books
• 1:10:53
  Speaker 3: and get a good job.
• 1:10:55
  Speaker 4: That's it.
• 1:10:56
  Speaker 3: But today we have the information you have your earn
• 1:10:58
  Speaker 3: your leisure. You have all these things today where you
• 1:11:01
  Speaker 3: could go on the platform and learn more for what
• 1:11:05
  Speaker 3: we need. We need these tools, we need the information.
• 1:11:08
  Speaker 3: The only thing that's stopping us from being billionaires or
• 1:11:11
  Speaker 3: being more and more millionaires out here is the one
• 1:11:13
  Speaker 3: word information. And I started getting the information. And that
• 1:11:17
  Speaker 3: was one of the things among other things I'm doing.
• 1:11:20
  Speaker 3: Like you said, I don't want to say I've lost
• 1:11:23
  Speaker 3: count I don't know if I have twelve, fourteen, fifteen properties,
• 1:11:26
  Speaker 3: Like I don't talk about it enough, but like I've
• 1:11:29
  Speaker 3: been building buildings and building houses for a long time.
• 1:11:32
  Speaker 3: Shout out to where you guys are doing in Africa.
• 1:11:34
  Speaker 3: Oh my god, like shit, hit my soul. You're building communities.
• 1:11:40
  Speaker 3: I'm building one in Kanyas, just outside of Atlanta, Georgia.
• 1:11:45
  Speaker 3: Like I'm building the first so legated community in Georgia,
• 1:11:50
  Speaker 3: forty minutes out of Atlanta in a place called Kwanyas,
• 1:11:53
  Speaker 3: where I have twenty four acres and I'm building twenty
• 1:11:56
  Speaker 3: four homes so legated community, the first ever in Georgia.
• 1:12:01
  Speaker 3: Like we have to do things tomorrow today, if that
• 1:12:06
  Speaker 3: makes sense. You're doing it today for the people, for
• 1:12:08
  Speaker 3: tomorrow to learn and see like from that to I
• 1:12:11
  Speaker 3: have my first movie that I shot during the strike
• 1:12:15
  Speaker 3: when everyone was striking. I don't know if there's something
• 1:12:19
  Speaker 3: about me when the chips are against the wall or
• 1:12:22
  Speaker 3: the things are down, I find a hole. But I
• 1:12:25
  Speaker 3: always wanted to shoot a movie. And now the movie's
• 1:12:28
  Speaker 3: about to go into festivals and this and that. The
• 1:12:30
  Speaker 3: movie is called eighty six. It's coming out I'd say
• 1:12:35
  Speaker 3: next year, but I'm putting it into festivals first, this, this,
• 1:12:38
  Speaker 3: that dre Vision studios. Like I'm just an entrepreneur who
• 1:12:42
  Speaker 3: won't stop and can't stop. And you know who said that,
• 1:12:47
  Speaker 3: I won't stop and shout out to him too, my brother.
• 1:12:52
  Speaker 6: So right now, what's the primary focus for you? Right now?
• 1:12:56
  Speaker 6: Real estate, liquor, music.
• 1:13:01
  Speaker 4: Still have one foot in the music.
• 1:13:03
  Speaker 3: Shout out to little que I found this great artist
• 1:13:06
  Speaker 3: or she found me?
• 1:13:07
  Speaker 2: Like, how did that relationship end with you in post?
• 1:13:10
  Speaker 2: Did it just end over the course of time? Because
• 1:13:13
  Speaker 2: that usually always happens, like managers, they don't last.
• 1:13:16
  Speaker 4: Everyone says that man and it's so true.
• 1:13:18
  Speaker 3: People talk about it like it's anomally, like it's just
• 1:13:22
  Speaker 3: normal thing, like yo, so uh Post, like you guys
• 1:13:25
  Speaker 3: just know me and Post never had a falling out.
• 1:13:28
  Speaker 3: But like you just said, after the course of time,
• 1:13:31
  Speaker 3: by ten to eleven years, people start getting in people's ears.
• 1:13:35
  Speaker 3: People this is that. Oh he has his own tequila. Now,
• 1:13:39
  Speaker 3: oh he does this, he's doing that. Do you still
• 1:13:42
  Speaker 3: need him?
• 1:13:43
  Speaker 4: Blah blah blah.
• 1:13:44
  Speaker 3: Like I think when Posts started ring off in the country,
• 1:13:52
  Speaker 3: I was building my doing my thing at the same time.
• 1:13:55
  Speaker 3: And I don't know if you've seen the country rooms,
• 1:13:59
  Speaker 3: like you won't cool the country rooms. But whether you
• 1:14:04
  Speaker 3: like it or not, people looking at me like who's
• 1:14:06
  Speaker 3: this guy in this room, and like I have so
• 1:14:10
  Speaker 3: much love for him, and we built something so special
• 1:14:13
  Speaker 3: together and he'll always be my brother.
• 1:14:15
  Speaker 4: But like like you said, after a certain.
• 1:14:18
  Speaker 3: Amount of years, people start getting in people's ears, people
• 1:14:21
  Speaker 3: start doing this, you start doing that, and you I
• 1:14:23
  Speaker 3: wouldn't say you grow apart, because we didn't grow apart.
• 1:14:26
  Speaker 3: I just guess that people was like, oh, he's concentrating
• 1:14:29
  Speaker 3: on all these other things and less of you. But
• 1:14:32
  Speaker 3: that's not true. I still had a lot of concentration
• 1:14:34
  Speaker 3: on him. But at the same time I go to
• 1:14:36
  Speaker 3: build my legacy too. What happened to us, Like I
• 1:14:40
  Speaker 3: can't be this glorified babysitter for the rest of my life.
• 1:14:44
  Speaker 3: Like you said, people come and tell me like, wow,
• 1:14:47
  Speaker 3: you did over ten years. You're lucky. I'm like, I'm lucky.
• 1:14:49
  Speaker 3: That's like a normal thing in the business. Like you said,
• 1:14:52
  Speaker 3: you just start to grow. And I don't know, like
• 1:14:56
  Speaker 3: maybe Dre London started becoming London and some people didn't
• 1:15:02
  Speaker 3: like it, and some people got in his ears and
• 1:15:05
  Speaker 3: started talking in a certain way, and he started listening.
• 1:15:08
  Speaker 3: One day, I got tired of shielding people off from
• 1:15:11
  Speaker 3: protecting and I was just like, no, this is this
• 1:15:14
  Speaker 3: is the way.
• 1:15:15
  Speaker 4: That's a chapter. It was the chapter before, and now
• 1:15:17
  Speaker 4: this is the new chapter. And I have to keep going.
• 1:15:20
  Speaker 3: Thank god, I had my own stuff going on, but
• 1:15:22
  Speaker 3: like I had to keep building the Dre London chapter
• 1:15:25
  Speaker 3: and the Don lawn Dress chapter and the properties did
• 1:15:28
  Speaker 3: this to that? Like you said, what am I concentrating
• 1:15:30
  Speaker 3: on now? My biggest focus has to be this because
• 1:15:33
  Speaker 3: this is a full time thing. You don't understand the
• 1:15:37
  Speaker 3: alcohol business until you're in it. How many shops just
• 1:15:40
  Speaker 3: look how many store cell alcohol in New York. Look
• 1:15:43
  Speaker 3: how many restaurants there are in New York and its
• 1:15:46
  Speaker 3: own is just an island. And thank god where now
• 1:15:49
  Speaker 3: available in costcos in New York and New Jersey were
• 1:15:53
  Speaker 3: available in so many places, but I had to wait
• 1:15:56
  Speaker 3: to even get this to New York because you're dealing
• 1:15:58
  Speaker 3: with this is like a itself.
• 1:16:01
  Speaker 4: To even be able to move alcohol, if that makes sense.
• 1:16:04
  Speaker 3: Like every state is different, every country is different, and
• 1:16:09
  Speaker 3: you have to bend to the rules, ben to the culture.
• 1:16:11
  Speaker 3: You have to make it what you can. So this
• 1:16:15
  Speaker 3: became one of the full time jobs. Then having properties
• 1:16:19
  Speaker 3: and permits and this and that that became another. Like
• 1:16:23
  Speaker 3: so I would say between this, the properties and now
• 1:16:28
  Speaker 3: having like this great artist from Memphis that's incredible, still
• 1:16:33
  Speaker 3: have one foot in the game.
• 1:16:34
  Speaker 4: Of course, it's what built me.
• 1:16:35
  Speaker 3: And now I've started developing her and now she's growing
• 1:16:38
  Speaker 3: and like people are starting to see her, and like
• 1:16:40
  Speaker 3: it's really great.
• 1:16:41
  Speaker 4: I'm really grateful for it. But like I got my eyes.
• 1:16:45
  Speaker 3: On the prize and it's hard because I wake up
• 1:16:48
  Speaker 3: every day with things on my shoulders. But you gotta go.
• 1:16:53
  Speaker 3: It's not concentrate on one. You got to concentrate on
• 1:16:55
  Speaker 3: all and you can't do too much. But they say
• 1:16:57
  Speaker 3: seven streams of income is that what it is like
• 1:16:59
  Speaker 3: you need to make even streams of income before you
• 1:17:01
  Speaker 3: could really say you've done it. So I'm just concentrating
• 1:17:04
  Speaker 3: on my free to five three to five.
• 1:17:07
  Speaker 4: Yeah, what would be success?
• 1:17:09
  Speaker 1: I know we were talking them before we started about year
• 1:17:12
  Speaker 1: over year sales, and in the spirits industry is always
• 1:17:14
  Speaker 1: by cases.
• 1:17:15
  Speaker 5: How many cases you move a year?
• 1:17:17
  Speaker 1: Yes, we've heard large numbers, a million cases. Obviously, you
• 1:17:23
  Speaker 1: guys are still in the infant stages four or five
• 1:17:26
  Speaker 1: years old.
• 1:17:26
  Speaker 5: What would be how do you measure success.
• 1:17:28
  Speaker 4: At the stage four or five years old?
• 1:17:29
  Speaker 3: Since we've been on sell and maybe eifteen nineteen months
• 1:17:32
  Speaker 3: since we're like, well we're coaching the second year of
• 1:17:35
  Speaker 3: just being on sell, and like I'm grateful after eighteen
• 1:17:39
  Speaker 3: months we sold ten thousand or more cases.
• 1:17:43
  Speaker 4: Wow, which is crazy to know.
• 1:17:45
  Speaker 3: I've not spent million dollars on on multimillion on advertising.
• 1:17:49
  Speaker 4: I don't have.
• 1:17:50
  Speaker 3: These big billboards like all these companies Drgo, Bacardi, all
• 1:17:54
  Speaker 3: these big companies. Like I'm I'm in a game where
• 1:17:58
  Speaker 3: I'm being disruptive. Like one of my guys has this gala,
• 1:18:04
  Speaker 3: this award thing that he does every year in the UK,
• 1:18:08
  Speaker 3: and he hit my brother.
• 1:18:09
  Speaker 4: Blade to post the Freddy's Name's posty shout to post.
• 1:18:14
  Speaker 3: He hit him one year and was like, I told
• 1:18:19
  Speaker 3: him that we was going to have all their drinks
• 1:18:21
  Speaker 3: and you know LVMH sponsor us every year, and I
• 1:18:25
  Speaker 3: told them that I was gonna have Don Laundris tequila.
• 1:18:29
  Speaker 3: And LVMH went to him and said, oh my god, Okay,
• 1:18:33
  Speaker 3: we was giving you one hundred and twenty thousand. We
• 1:18:37
  Speaker 3: don't want We can't have another luxury brand on premise
• 1:18:41
  Speaker 3: next to our brand. We're not pay you one hundred
• 1:18:44
  Speaker 3: and fifty instead of one hundred and twenty just to
• 1:18:46
  Speaker 3: have our tequila at your event. That was another turning point,
• 1:18:51
  Speaker 3: you know, like you said rock star this that that
• 1:18:53
  Speaker 3: was another turning point. I'm like, wow, LVMH Diadio, all
• 1:18:58
  Speaker 3: these people were, they know what Don Landres is.
• 1:19:01
  Speaker 4: Right now, I'm disrupting, being disruptive.
• 1:19:04
  Speaker 3: And now it's not a get down or lay down,
• 1:19:08
  Speaker 3: but like, come and talk to me like we are
• 1:19:11
  Speaker 3: the culture. I'm now being disruptive and I'm being in
• 1:19:14
  Speaker 3: places I cannot match their budget, but you can't match
• 1:19:18
  Speaker 3: me on the streets with this culture and we are
• 1:19:21
  Speaker 3: the party. We are the vibe and people are now
• 1:19:24
  Speaker 3: starting to like shed away from the kaka and they
• 1:19:29
  Speaker 3: want the purinists.
• 1:19:29
  Speaker 4: So it's really helped. That's why we're going.
• 1:19:32
  Speaker 3: We're over ten thousand cases, over two million in cells.
• 1:19:36
  Speaker 3: Like We've done really well for me just doing things
• 1:19:41
  Speaker 3: like this and talking to you guys about my career
• 1:19:44
  Speaker 3: and what I've done and plugging what I'm doing. And
• 1:19:49
  Speaker 3: hundreds of thousands of people watch it. They believe the story,
• 1:19:52
  Speaker 3: they see it, they can see the puritists. You cannot
• 1:19:54
  Speaker 3: sell unpure like when something is poor and pure and
• 1:19:58
  Speaker 3: it has a passion like I do, people believe it
• 1:20:02
  Speaker 3: and then they want to try it and as soon
• 1:20:04
  Speaker 3: as people taste it, it's game over.
• 1:20:08
  Speaker 2: Well, always a pleasure, my brother tell them where if
• 1:20:11
  Speaker 2: we could follow you on the website, how to get
• 1:20:13
  Speaker 2: the bottles and all that.
• 1:20:15
  Speaker 3: Uh, My Instagram is at Drey London d r E
• 1:20:18
  Speaker 3: l O N d O N and don Lan Dress.
• 1:20:22
  Speaker 3: You could get it at d O N l O
• 1:20:25
  Speaker 3: N d r E s don Landress dot com. We
• 1:20:28
  Speaker 3: have locations bar right there. You can also follow don
• 1:20:33
  Speaker 3: Lan Dress on Instagram, but go to the website and
• 1:20:37
  Speaker 3: we have every location we sell it If it's not
• 1:20:40
  Speaker 3: in your location in the States, you can put in
• 1:20:44
  Speaker 3: your zip code find out where it.
• 1:20:45
  Speaker 4: Is, or get it sent to you.
• 1:20:47
  Speaker 3: If it's not in your state yet, you can actually
• 1:20:50
  Speaker 3: get it delivered to you by the mail in the
• 1:20:53
  Speaker 3: post and buy it online.
• 1:20:54
  Speaker 4: So there's no excuse not to try it.
• 1:20:57
  Speaker 3: And like I said, if we bump into each other
• 1:20:59
  Speaker 3: or any where, like I'm going to sell it because
• 1:21:01
  Speaker 3: I believe in it, and.
• 1:21:03
  Speaker 4: You guys have tried it, you could tell me yourself, like.
• 1:21:06
  Speaker 5: It's a it's a definitely a party.
• 1:21:12
  Speaker 6: Smooth.
• 1:21:13
  Speaker 4: Sure, I recommend when you use it, smooth everyone says.
• 1:21:17
  Speaker 3: The first words they say is like, Wow, this is
• 1:21:20
  Speaker 3: the smoothest, nice, great tasting te KEI love ever had.
• 1:21:24
  Speaker 3: Like it's smooth, like like nothing you've ever tried.
• 1:21:28
  Speaker 5: If the girls like it, the guys love it, That's what.
• 1:21:30
  Speaker 4: I'm telling you. Man, What the girls like the man love.
• 1:21:34
  Speaker 6: That's how you have it.
• 1:21:35
  Speaker 2: All right, my brother, appreciate you now you guys rocking
• 1:21:38
  Speaker 2: for see you next week.
• 1:21:38
  Speaker 6: Peace.
• 1:21:39
  Speaker 4: Thank you,