J ERVING ON THE BREAKING OF RAYE

My 21st Century Blues co-producer Mike Sabath, RAYE and Erving whoop it up at the BRITs. (Photo credit: Jean Yuzheng)

J Erving, the founder of Human Re Sources, The Orchard-distributed, L.A.-based artist-distribution and services company, played a key role in the development and breaking of RAYE, whose rapid ascent, highlighted by hit "Escapism.," was recently underscored by her record-setting six wins at the BRIT Awards. In the following interview, Erving gives detailed answers to our questions about the big-picture implications of his innovative approach to career guidance, which intimates a new blueprint for artist-partner interaction.

How did the relationship between RAYE and HRS start?

Mariel Gomerez [project manager, A&R, at Parkwood Entertainment] had a relationship with RAYE and set up an introduction. At the time, RAYE’s album was a finished product, and we listened to it in its entirety. When I heard the body of work, I was sold on the artistry, which blended so many different genres, and was shocked that people hadn’t heard it the way we did. I was also impressed with RAYE as a person; she was someone who was going to do whatever it takes to win. For her and for us, not taking it all the way wasn’t going to be an option. Following that meeting, I spent a lot of time talking with her father, where we connected deeply around shared values and family life as opposed to the typical x’s and o’s of strategy and tactics. It had all the makings of a real, long-term partnership.

Where was RAYE career-wise when the partnership began?

She was in flux at the time, fresh out of a deal with a frontline label and looking for an alternative to that structure. She had a distinct North Star and was clear on that and needed a vessel to help take her to that place. She was looking for a partner who felt the same way about her and her music as she did. Our goal was to not block this and be as supportive as possible wherever we could.

How was the partnership structured, and why was it structured this way?

RAYE is an independent artist who owns her music and vision; our role as a distribution partner was to fill the gaps. RAYE was adamant about breaking down barriers and not being afraid to do things in a nontraditional way. There hasn't been a female global superstar that has broken independently, and that was the mission. This required us to take a slightly different approach, focused on reporting in real time and analyzing data and metrics to see what was connecting with listeners. From there, we deployed resources when we started to see momentum on music and content—quickly and deliberately.

What was the blueprint and how did HRS amplify RAYE's goals?

The blueprint doesn’t exist. The strategy for us was to put out amazing music that was surrounded by amazing art—the plan had to be unique and dynamic for RAYE to help achieve her vision. We have a deep understanding of the early markers of a hit, and the strategy was to be as quick and deliberate as possible with resources when we saw those markers met. That requires a bit of reactivity and observation when music is released. It means letting the listeners guide at first and responding to them. Our hope is that these approaches can help impact other young, independent artists’ careers.

Do you think this approach showcases a new way of working for the industry?

The ability to act fast when things get a spark and to have a general plan where there's flexibility to pivot is imperative in this climate. We put out two singles before “Escapism.” took off, and I will tell you with 100% certainty that this wasn’t how we drew it up. However, we saw the song explode and were prepared with immediate action, enlisting help from Sony and The Orchard, who helped grow the song globally with their relationships. We pushed radio, socials and everywhere we could with all of the bullets in the chambers, knowing this was the moment.

What’s ahead for HRS from an artist perspective?

As it pertains to RAYE, in the words of Kobe Bryant, “The job isn’t finished.” We took the night after the BRITs to celebrate, but we were back on strategy the next day, and RAYE was back onstage the day after that.

The goal for Human Re Sources when I founded the company was to be top of class. We are taking the lessons from our global work with RAYE, Brent Faiyaz and Pink Sweat$ and continuing to strengthen this business model as we look ahead to breaking Lekan, Eva Ruiz and other acts on our roster. We want our work to continue to empower artists like RAYE to achieve their dreams. That's why we do what we do, and that's what fuels our passion for the road ahead.