My name is Michael L. Johnson Jr, Music Producer and CEO at Swaves Entertainment. My parents are Michael and Johnna Johnson. For as long as I can remember, I’ve been exposed to the Music Industry. Both of my parents have either been performers and/or executives in the music world. My mom performed & worked in the music business at Motown, Urban Network & Billboard. From an early age I rode with my dad on promo tour runs, radio, in his offices at Motown, RCA and Arista. This fueled my creative passion.
My parents always brought new music home but I think what really motivated me was when Dad left Motown to start his own business. I watched him build his business, sustain us and I listened to the artists he was working. I wanted to know everything, all aspects of the craft from the studio to the stage! I started working at Five Eights, Swaves Entertainment, Radio One- Blitz and Funk Festivals.
My ultimate goal is to be a multiplatinum producer & discover new and exciting talent. The Music Game has definitely opened up for Independents. New Music is found in different ways than my mom’s and pop’s era, when radio was the one vehicle for success. Now there are many other ways to introduce music & break through. Being on social media platforms and allocating budgets for them is just as important as radio.
Another change is the decline and now the resurgence of R&B. The Game changer, Southern Trap, is becoming the staple on all formats. In my parents’ day the influential cities, the home of creativity were NY, LA and Chicago. Now Atlanta has become the place where creativity flourishes. All things change though, and with Swaves Entertainment I hope to create the new wave!
In my view of the future of the industry, it’s geared more toward the independent, but the Royalty rates must improve. Radio must change, as social media platforms continue to set the stage for finding and breaking new music. Major record labels must move as if they are independent labels.
There are so many songs that inspire me. Nas “The World Is Yours”, Jay Z “Can’t Knock The Hustle” & Kanye West “Can’t Tell Me Nothing”. Follow me on IG @Swav3z.
#LLF2019 #BlackHistoryMonth #NextGeneration