Behind the Music: Jeff Robinson on the 360 Deal

Contrary to belief, Jeff Robinson is not some new jack in the biz. Back in the day, Robinson got his feet wet on the front lines of MCA's legendary Uptown Records helping to Usher in an era of New Jack Swing artists like Guy. Fast forward years later and the CEO and President of My Brother's Keeper (MBK) Entertainment is responsible for the illustrious career of one of music's elite and award-winning vocal powerhouse Alicia Keys, an artist who has since expanded her brand to include acting, directing and other ventures.
As part of our continuing coverage of the business of music for Black Music Month, BlackEnterprise.com tapped into JR's mind about the perils of the artist 360 deals, what every aspiring artists needs to know before signing on the dotted line and the future of the music biz.
As the mastermind behind Alicia Keys, you've very much a behind-the-scenes label executive. Why?
(Laughs) Yes, I'm old school in that I'm all about pushing the artist. I am her manager and she's also signed to my label MBK [My Brother's Keeper] Entertainment, which people often forget.
You've been adding to MBK's roster of incredible talent. Who's new?
I love the group of artists I've gathered under me right now. This is the happiest I've been in three years in this business. Elle Varner, a new solo artist ...

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