I spoke to Fat Joe, whose real name is Joseph Antonio Cartagena, right before he presented at this years Market America World Conference. We talked about his leadership style in how he manages new acts, his business relationships with other brands, how he was able to break into the competitive industry of music, and shares his best pieces of advice.
Joe is the CEO of Terror Squad Entertainment, and member of musical groups D.I.T.C. and Terror Squad. He was raised in the South Bronx area of New York City by parents of Puerto Rican and Cuban descent. He's had several hits including "Lean Back" with the Terror Squad and Remy Ma, who he is releasing his new album with soon, with the first single "All The Way Up." He's won awards from the ASCAP Rhythm & Soul Music Awards, the Billboard Latin Music Awards, and was nominated for the Grammy Awards, BET Awards and MTV Video Music Awards.
Dan Schawbel: As the CEO of Terror Squad, what can you share about your management of new artists? How would you describe your own leadership style?
Fat Joe: I’m known to be hands on 100%. I don’t know any other way to be, then a leader by example. When I came up in Hip Hop, there was no such thing as a Puerto Rican rapper doing Hip Hop for many mainstream people, so I was the ship, the captain, and the crew. The new artists that I have, need to see me in action and feel my energy and drive to know what it takes to be successful. A hit record is only a part of that puzzle.
Schawbel: Tell us about your relationship with brands, such as Market America? How do you decide who you associate with and what impact do you believe celebrities can have on a brand?
Joe: My relationship with Market America started in 2014 after meeting CEO JR Ridinger. I immediately respected his passion behind the Market America brand and wanted to find a way to empower others, as he does, specifically in urban and Latino areas. So, I became the President of Urban & Latino Development, urging entrepreneurs to take advantage of Market America’s powerful tools to begin their businesses. A running joke JR and I have, is that I am the Spanish version of him. But I really did join because he gave me the power to speak and mentor others, something other brands don’t always allow. Market America is constantly innovating and trying to find unique ways to transform someone’s passion for business into a growing empire, like with the Shopping Annuity concept, helping shoppers convert spending into earning via SHOP.COM. It’s because of concepts like this that have made my association with Market America so positive from the get go.
Deciding to align yourself with a brand is tricky when you are a celebrity, there are always guidelines and hurdles. With Market America, JR has given me the ability to speak freely and to be as real as possible. Talking to people from the heart matters, and it’s unfortunately something brands have forgotten about. Celebrity endorsement deals try to gain recognition for brands, but at their core, what matters is if the celebrity truly backs the brand. I think that’s what makes a difference and positively affects brand awareness, not just celebrity affiliation.
Schawbel: Everyone knows it's hard to break into the music industry. What were your biggest challenges, how did you overcome them and who have been your mentors that supported you along the way?
Joe: My biggest challenge was developing my brand and going from Fat Joe the gangsta rapper, to making records that synergistically went along with my journey and development as a person. Rhyming about robbing jewelry stores or selling drugs was appropriate for the subhuman person I was at the time. As I matured and realized what was important vs what was impressive, my music and perosna changed to a degree and became more mainstream and accepted. Guys like LL Cool J and KRS 1 were definitely the best mentors for me. They always maintained their images and never compromised their brands no matter what music they did.
Schawbel: What do you believe it takes to dominate your market, whether it be the marketing industry or music industry?
Joe: Persistence. You can’t give up. When the going gets rough and you think you’ve counted out all options, remember that there are always more. For me, I keep making music and I keep surrounding myself with the right people, always trying to keep rising to the top. Market America promotes that same persistence. These World Conferences, like the one in Miami tomorrow, are aimed to do just that- empower entrepreneurs to strive for more and to keep at their goals.
Schawbel: What are your top three pieces of advice to upcoming artists?
Joe: Envision what the end result is supposed to be…what do you want to be when you grow up? Where do you see yourself? Once we identify what the painting on the wall is, it is so much easier to bring in the right colors, canvas and brushes to paint that picture.
