Lashaun Turner is the CEO and Founder of Urban Starz Media, a global media and leading urban publicist firm based in the United States. The company has grown from strength to strength representing music artists and building exposure in established online as well as print media.
Give us a little background on yourself. What have you done inside and outside of music? What lead you to start Urban Starz Media?
Give us a little background on yourself. What have you done inside and outside of music? What lead you to start Urban Starz Media?
Lashaun Turner CEO & Founder |
Outside of the business I’m a mother who
raised three kids, and now a grandmother. I’ve worked as a Registered Nurse for
25 years, and am an all-around Entrepreneur at heart. I’ve been involved with
several business ventures throughout the years and I’ve even sold Real Estate.
The Music Industry and Public Relations
however sort of picked me! I began social networking back in the days when
Black Planet & Myspace first became popular social networks. I was a very
active member of the News sections and forums and began to develop an online
persona that I parlayed into my own popular Blog and Radio show known as the
“Ms Rant” show. I became a You-Tube partner and was even interviewed by the
Associated Press. Eventually I started getting approached by indie artists to
do write-ups and features on them and that’s how I was introduced to the indie
music industry. After that I became an established blogger & contributor on
other popular globally recognized magazines like YoRaps, and Gorilla Leak. I
realized that the connections I’d made over the years social networking and my
ability to write were a skill set publicists have, and, artists would pay for-
so I launched my company with a focus on becoming a strong voice for the Urban
Artist and Entrepreneur in the emerging New Media realm that is the Internet.
The
world of PR is awfully elusive to most musicians. Can you give us a breakdown
of what most music publicists do?
Generally Music Publicists work to get
media exposure for Artists through online or print coverage, and via radio or
television interviews, radio airplay, and Social Media.
I specifically work in the URBAN GENRE of
music with up & coming artists. I have placed clients in HYPE MAGAZINE,
SOURCE MAGAZINE AM/FM/STREAMING RADIO, and other premium Hiphop/Urban Culture
sites.
What
do you find the most rewarding part of your job?
I enjoy helping independent artist who are
seriously trying to get to the next level, exceed in their music careers. It’s
very satisfying to watch the motivation and encouragement an artist gets when
they start to see people outside of their friends and family experience and
interact with their music. Recently I was able to place a client in the HYPE
Magazine and SOURCE on the same day , the excitement was palpable and the
artist and the whole team felt like they were finally getting the recognition
they’ve worked hard for. Their efforts are paying off- that’s what I enjoy,
helping artists see a payoff from their exposure.
What
have been some of biggest struggles you have faced in the industry?
Some of the downfalls I think are related
to the fact that these artists are struggling for the most part. Many of them
are maintaining jobs while trying to have a music career at the same time. It’s
a difficult proposition because to have any measure of success in this industry
you MUST invest in yourself and that means you must have a budget. At the same
time you have to be able to dedicate your time & energy to your music like
it’s a full-time job. Therefore one of the downfalls I run onto is not being
able to work with someone either because they have no budget or in some
instances if they do, they don’t have time for interviews, questionnaires, making
appearances and building social media fans & followers, which are all
crucial elements in the exposure process.
Another challenge in working with some
artists is that many haven’t taken the time to educate themselves on the
business of music and branding. There are a lot of “hobbyist” artists out
there.
There
is always debate within the music industry on the state it is in, some say it
is dying, others that it is evolving. What are your thoughts?
It has definitely changed and therefore I
would prefer to say evolved. I think to some extent the MUSIC itself is
questionable right now because of the over-saturation of artists now able to put
out songs, 3-4 a day (YIKES) lol.. Anyone can download a beat and become a
music artist, distribute their songs on ITUNES and now – you have this state of
Music.
As an Entrepreneur I see all types of potential to be active in this business called music. The Music industry will never die- but it will continue to change.
As an Entrepreneur I see all types of potential to be active in this business called music. The Music industry will never die- but it will continue to change.
At
what point do you recommend that an artist start working with a music
publicist?
When they have the basics – a manager, a
project ( GREAT MUSIC) and a budget.
When an artist has taken care of the legalities of their music, and exhausted
the reach of their manager’s contacts-it’s time to look at getting a publicist.
If you've managed to build some local buzz and you want to expand your reach-
think about hiring a Publicist.
People
make a big deal about getting radio play still. Is this still as relevant for
the modern artist? If so, how does that work?
Radio play is mainly through internet
stations for indie artists. And yes radio- terrestrial, satellite –all still
important. But as we know the Record Labels/ mainstream artists have and
continue to dominate traditional radio. There are very few stations and
programs on AM/FM radio that will play independent music. There are some but
few. So I think its great if you can get it- but, you can still succeed without
it initially. Now don’t get me wrong having a song on the radio is MAJOR and a
good look no matter what. There are a few major internet radio stations as well
tho – and a lot of people do actually stream music on their mobile devices and
such. Internet radio is going to surpass the others eventually..
What
are the qualities you've found in the most successful artists you’ve worked
with? What has stopped artists you’ve worked with from being successful?
Successful artists are passionate about
what they do- beyond driven, more like obsessed. Work ethic is extremely important. An artist
willing to work hard, listen, and learn the business of music is on to a
successful path. It’s the old make plan and work it. Strategize build a team
and go to work. Making the music is the easy part.
I’ve worked with artists who I thought had
great potential but didn’t want to do anything to promote themselves. They
turned out to be hobbyist, wanted everything handed to them instead of working
collaboratively. Its one thing to hire a publicist to get the exposure
opportunity- but it’s the artist who has to engage his/her fans.
Last
question: for anyone wanting to work in this industry, what would be your best
advice for them?
Step your game up. Learn the business. Get
your music legal, copy-written and join a PRO. Surround yourself with
knowledgeable an energetic people who support you and can give constructive
criticism. Enjoy the ride and whatever else you do- make great musicJ
Lashaun Turner CEO URBAN STARZ MEDIA &
P.R
Twitter@TrcSocialMedia
FB@ LashaunTurnerPR
IG-@URBANSTARZMEDIA
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