BY: JADE LEONARD
PHOTOGRAPHY BY: KRIS ANDERSON & THE UPNEXT STUDIO
“Therefore, my beloved brothers and sisters, stand firm. Let nothing move you. Always give yourself fully to the work of the Lord, because you know that your labor in the Lord is not in vain.” 1 Corinthians 15:58
Tra'Von Williams is an educated, multi-talented entrepreneur, with a passion for music and entertainment. Despite the various avenues he's taken in life, what's always maintained consistent within him is music. His love for music, drive for success, zeal to help others, and his faith in God, has ultimately led him to his career in managing Hip Hop music artists. He understands this game is not for the faint-hearted, the hustle doesn't stop, and there's always something new to learn. So without further ado, I present to you Tra'Von Williams, the next Music Magnate.
The UpNext: Who is Tra’Von Williams?
Tra’Von: Tra’Von Williams is a God-fearing, ambitious and hungry student of the game, looking to break through and influence the world through his touch on music, culture, and life as a whole.
The UpNext: As an artist manager, what is your management style?
Tra’Von: Being that I work with several clients, it is hard to define a certain “style.” Every artist is different in their own light, so I like to respect that and meet them on their terms, while still remaining true to my core values, principles, and work ethic. If I were to paint it out, the masterpiece would look like a beautiful handshake symbolizing a partnership structure.
The UpNext: Tell us a bit about your career path and what led you to the role you're in today?
Tra’Von: To be honest this is years in the making. I was born with a passion for music and entertainment. Growing up I did everything from rap, DJ, promote, owning an entertainment collective, hosting/MC’n events, and podcasting, to where I am now, the business. Everything that I did previously was fun and it fit where I was as I was growing, however; I finally found a home for my talent, which is to enhance the inner talents in others. A wise man once said, “It takes a dancer to teach someone with rhythm how to dance.”
The UpNext: What does a workday look like for you?
Tra’Von: No workday is the same, every day is different. My routine and hours vary depending on the engagement. I could be in a coffee shop one day, a studio the next, or in a green room the following day, which is what I love about working in the music world. There are always new vibes to keep me energized.
The UpNext: Who’s your role model in the entertainment industry and why?
Tra’Von: I admire everyone who took a chance on me and my career. Kei Henderson, Barry Johnson, and Zeke Nicholson to name a few. I have a ton of people I can name, however; they know who they are. I also draw inspiration from my peers who are in the zone just like me hustling to make an impact. And of course you can never leave out the greats like Jay Z, Master P, Dame Dash, Quincy Jones, Sean Combs, Clarence Avant, and the list goes on. Honestly if you are anywhere in the music industry, I can consider something that you do as inspiration because this isn’t an easy industry. I pay homage and have respect and love for ALL.
The UpNext: What artists do you currently manage? How has the process been?
Tra'Von: I currently work with Kai Ca$h, PG Ra (co-manage alongside TP who manages Jetsonmade and a few other super producers), and Only One Felipe. I also tour managed for "Since The 80s" artists including Njomza, Asiahn, and more. I thoroughly enjoy working with each and every artist. They all bring different sauce to the plate.
The UpNext: What are some big projects you’re working on or that you’ve completed in the last few months?
Tra'Von: Currently working a few single releases and projects for various artists. I can’t reveal too much but make sure you lock in with either me, or any of the artists that I am affiliated with. Besides the artists' projects, I am writing a short film and stepping into acting. I was just featured in a Sprite Black Lives Matter Ad Campaign. I'm excited to share this because I got to experience the backend process first hand, plus it was something cool my family back home could share on Facebook, haha.
The UpNext: What do you enjoy most about the work you do? What are you most excited about right now?
Tra'Von: As a kid from rural South Carolina, I never got the chance to visit places like California let alone New Zealand and Switzerland. I enjoy traveling, meeting new people, and learning about them and their culture. This usually happens while I am tour managing or on the road. In addition to traveling and experiencing the culture, I enjoy helping change other’s lives and assisting with making their dreams come true.
The UpNext: What skills do you think are most important for someone interested in a career like yours?
Tra'Von: I’d say stay hungry, stay humble, stay vigilant, and stay dangerous (interpret it, however) are a few keys I personally keep on my keyring.
The UpNext: Do you think there’s a certain personality type that’s well-suited for this kind of industry?
Tra'Von: This industry is full of various types of personalities which is probably why it can be a madhouse at times but that is life. I think whether it is this industry or any industry in general, you have to have tough skin. Not sure if that is an actual personality type but you have to be strong-minded.
The UpNext: What are some of the greatest challenges you face day-to-day?
Tra'Von: The greatest challenges I face day-to-day are anxiety. I struggle with anxiety heavily. To be honest, it is something that I am still trying to figure out.
The UpNext: How do you keep grounded in your faith?
Tra'Von: My faith is extremely important to me. Every day I listen to the Bible In One Year app. It breaks down Proverbs/Psalms, the old testament, and new testament. I also try to pray every day and just started telling God to have his way over my life and career.
The UpNext: Did attending an HBCU prepare you for the entertainment industry? Why or why not?
Tra'Von: Honestly it depends, The route that I took, there is no real way to prepare without actually getting out in the field. Attending an HBCU is like a microcosm of the real world, so there were definitely some intrinsic qualities that I was able to transfer over, however; in my honest opinion, your only preparation is actually getting out there and doing it.
The UpNext: Where do you see yourself in 5 to 10 years?
Tra'Von: I could go on and on about my career and career goals but family is most important to me. In the next 5 to10 years, I see myself happily married and raising beautiful children, while still shaking the world, and continuing the road to make a major impact similar to those who I mentioned above, who I draw inspiration from.
The UpNext: What’s some advice you can give to someone who’s inspiring to become an artist manager?
Tra'Von: Find a mentor, learn their strategy, build with them, figure out what works and what doesn’t, and also understand that no formula is the same. You have to do what works for you and your artists. Also, this sh*t ain’t going to happen overnight. I’m still praying for my moment!
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