Last week it was formally announced that Shakir Stewart is the new Executive Vice President of Def Jam. While rumors had swirled for months after Jay-Z’s departure from his Presidential duties, L.A. Reid and the team were already preparing Stewart for his new role in managing the business day to day.

Stewart began his work at Def Jam in 2004 as VP of A&R for the label, and was promoted to Senior VP of A&R in 2006. Shakir’s extensive education and background in music marketing ranges from independent promotions (working with the likes of Too $hort) and marketing to publishing (he signed Beyoncé to her publishing deal at Hitco)

He’s also had his hand in the careers of some of the biggest names in today’s music acts including Ciara, (whom he signed to LaFace during his tenure there), Jeezy and Rick Ross.

Stewart is now poised with enthusiasm and an inspirational attitude to bring about some creative growth at Def Jam. Will he be able to balance the marketing plans for their diverse array of artists? How is he addressing those artists who’ve been unhappy with their situations at the label? How does he really feel about Nas’ latest marketing decisions? We asked, he answered.


AllHipHop.com: You've definitely been exposed to the independent scene with artists like Too $hort, [and] you've really been able to see the evolution of Black music from that aspect. Now that you're [managing] one of the few remaining major labels, how can you apply the things that you know about the independent music to this market today?

Shakir Stewart: One of the main things from an independent standpoint is being able to build a real foundation, a real core fan base. I think from that standpoint, independents take more time micromanaging on a ground level. We're a major, pumping out in between 15 and 30 albums every six months to a year.

We don't have the time to necessarily micromanage in the same regards that an independent would, but we still have to have that mentality as a major that we have to turn over every stone and hit all of our bases, because the game today is not what it was 15 to 20 years ago with independents. Like you said, when Too Short started it was good and dangerous music.

“My main thing is to keep supporting the artists that have cultural relevance, a message, a real fanbase and that can touch the hearts of men and women.”

AllHipHop.com: You talk about artists and the label not really having the time to micromanage. How can you achieve a balance in the amount of promotion [support] that the label is able to give these artists when they're out promoting for themselves as well? Are you encouraging them?

Shakir Stewart: Oh yeah, you gotta understand we put out more Hip-Hop albums than pretty much any of our competition. We probably have the biggest roster of Hip-Hop superstars, and we've successfully broken in what we've done with Jeezy and Rick Ross since they began. As a label we're a machine, and accustomed to pumping out a lot of albums, so really it's about us sitting down and dealing with each artist individually, and giving them a plan in addition to their own plans.

Today's rappers are not just waiting for us as the label to roll out their records per se, they're dropping their own records, starting their own street campaigns, getting their buzz going regionally as well as nationally. Our job is to work side by side with them to enhance what they do, and then for them to come in and be a part of the plan that we're devising for them and with.

AllHipHop.com: What would you say throughout your career is the best lesson that you've learned that you can actually apply in this market with our recession and the fallout of the old school [way of business]?   

Shakir Stewart: It all boils down to the music and the artists, and in accepting this position and being extremely well-versed in this genre of music and what we're trying to build. My main thing is to keep supporting the artists that have cultural relevance, a message, a real fanbase and that can touch the hearts of men and women. Now when you look at it, even though majors are becoming smaller, you see more people with record deals and opportunities on a major than ever—on a major label as well as an independent label, because artists nowadays don't necessarily have to [have] or need a label to get it started or get their buzz going.

A lot of these artists are breaking their records off of Myspace and the internet, so my main thing is as many artists are out there day to day all over the world, to continue being affiliated and associated with what I feel are the best artists out with the best message. My commitment is to the artists of quality music and talent.

AllHipHop.com: You've definitely been able to bring in some winners through your A&R career, you've had some very big successes. What is some advice you would pass down to your A&R reps as they're out looking for new acts?

Shakir Stewart: Interesting. I think to always sign music and view artists that touch you in your gut, in your heart and soul, because we as A&R people gain power and success as we empower other people. When I first met Young Jeezy, he had a buzz on the streets of Atlanta, but no one knew him around the country. Keep in mind I signed Jeezy during the early transition of L.A. [Reid] and I entering the building and the prior regime exiting the building. It was a very interesting time from Jeezy and his camp to our new camp, we all had to depend on each other.

With the success that we've had with Jeezy as an example of that, it's just a matter of believing in somebody and their message and sticking with them. My advice to A&R people is get an artist that you believe in and champion the artist in the building and outside of the building. At these labels you need that internal support. There are a lot of meetings that happen with the artists and their management not there, and they need that voice inside to speak on behalf of them the correct way. I really have a lot of advice for A&R people out here.

AllHipHop.com: That's refreshing to hear. A lot of people complain about A&Rs not doing their job or that they're fake and rotating chairs, but there are some A&Rs in this industry that have really revolutionized what kind of music comes out.

Shakir Stewart: The A&R position has more to it than finding a beat or hooking up a writer with a producer, it's developing the entire vision with the artist and with the artist's management team or production company. Really the first sale after the studio is to sell it to the staff, and that's what I learned in my early days as an A&R. You have to have your marketing people, your publicity department, your media department, your radio department; they have to believe it because if people don't believe on that assembly line, the ball will be dropped. Your job is not over after you turn in the single and master an album. You have to work your project in the building so the machine gets it.

“My A&R staff which I'm extremely happy about and I feel is one of the strongest in the business... We're putting out albums from Nas, LL Cool J, Jeezy, Ludacris, Fabolous, Ghostface Killah, Redman & Method Man, we're working all the way around the board.”

AllHipHop.com: There has been some rumbling amongst artists that are still signed to the label from old contracts and regimes that either want out [of their contracts] or they want their albums out. Are you going through a process of reviewing those artists and figuring out what to do with each one?

Shakir Stewart: Yes, since Jay's unexpected departure L.A. [Reid] and I sat down and talked, and it was a matter of coming in and embracing everybody and us doing that together. We have a roster of 80 to 100 people, and maybe even more than that when you look at the Island Def Jam/Mercury Music Group and the Island/So So Def Music Group - we have a lot of artists that we have signed to us.

My job is to support the efforts of my chairman and my partner, and come in and work with the artists who needed it the most at that time. Those two artists were Nas and LL Cool J, artists whose albums have been completed and we're putting out. That's an honor for me because these are artists [whose careers] I've watched from day one. I remember buying "I Cant Live Without My Radio," "I Need Love" and "Rock The Bells" from LL, and Nas' Illmatic when that first came out. To be able to be a part of their careers now and work hand in hand with them in creating their albums now…this is [probably] Nas' most anticipated and controversial album ever.

From my standpoint it's a matter of dealing with everybody, some artists need more attention than others. With my A&R staff which I'm extremely happy about and I feel is one of the strongest in the business, we're doing that. We're putting out albums from Nas, LL Cool J, Jeezy, Ludacris, Fabolous, Ghostface Killah, Redman & Method Man, we're working all the way around the board.

Obviously some of the names that I mentioned were not always happy with change, but anytime you have change like that you have to take the time to sort it out and assemble the team, and  that's what I've been doing, what L.A. has been doing and what our entire Def Jam staff has been doing.

AllHipHop.com: I'm sure everybody has got to be excited about that, and that's a good thing. It's hard to hear an artist who's been in the business for 10-15 years be really upset, much less someone like LL who's been in it for 25 years. It's a little disheartening for Hip-Hop.

Shakir Stewart: I respect LL for voicing his opinion. I believe in the freedom of speech. If you feel a certain way, speak on it. But now that we're actively working on a new LL album, and obviously he's talked in the press, I would want people to talk to LL now. "How do you feel? What's going on?"

It's still a process, but I feel LL Cool J's excited. I talk to him daily. I think my team speaks to him daily and [the fans should love] the music we're putting out with him. They'll be happy with the music and product that LL Cool J has given them on his 13th album. You have to applaud him on that.

“From a business standpoint certain changes had to be made in order to sell the product... It's still a business for Nas, and it's still a business for Def Jam Recordings. So what we had to do was change our strategy.”

AllHipHop.com: You mentioned that you've been hand in hand with Nas. L.A. [Reid] has been very vocal about supporting the decisions that Nas has made with this album. Now that you're going into the final stretch with the marketing, how do you feel about the way that the package is being presented to the public? Do you feel that Nas is making the right decisions, that the label is right there with him or that there's been a tug of war with that?

Shakir Stewart: I use the word “strategy.” I think Nas always comes up with concepts and thematic albums, and I think that he had a lot on his mind with not only the state of America but of the world today. He feels that people have been treated a certain way and this is the album to address the issues. I and we stand in support of Nas. Now, from a business standpoint certain changes had to be made in order to sell the product, because it's still a business for Nas, and it's still a business for Def Jam Recordings. So what we had to do was change our strategy.

Nas "Black President"

I think as people see the rollout in the next three to four weeks [they] will understand it, and I think that first and foremost Nas' message and the substance he has in what he's saying…once people really listen and get engaged in the music it will all make sense. But from my standpoint especially stepping into this, I stand in full support of Nas, and I think that when people finally hear the music and really take the time and listen to the message, I think that it will be not only extremely entertaining, but very educational. I think that's needed not just even in the world of music, but in general.

Nas "Hero"

AllHipHop.com: Will fans be seeing another Jay-Z album out of Def Jam?

Shakir Stewart: [laughs] That's the question they all wanna know. As of now Jay-Z is still a Def Jam recording artist and we have an incredible relationship with Jay-Z. That's all I can speak on in reference to that, because there's business at hand that can't be discussed. But we're still in business with Jay-Z as of now.

AllHipHop.com: What are some of the immediate plans you have for yourself?

Shakir Stewart: It's interesting because [last week] marks the day that it went out to the public. I've been actively taking on the tasks and responsibilities that come with this role almost since our first day back to work January 3rd. My main thing is to keep the transition smooth. First and foremost I want to make sure my artists, their managers and their own teams are comfortable with the transitions, and that people are getting the type of attention that they need when deemed necessary. So that when they have their music ready, they need to be rolled out and get their marketing plans together, our team is ready.

More than anything what I'm happy about is, I believe in the Def Jam team. I believe in the people that work for the company now, and I feel that they're the best in the business. They're prepared so when an artist comes in, may it be Juelz Santana or Chrisette Michelle or Method Man & Redman, when they bring great music to the door, we're prepared to give them the best rollout possible and to fully support them.  So my transition would be a lot more hectic and difficult if the team wasn't as oiled up for lack of a better analogy as it is now. So that helps my job, as well as L.A.'s job, because we as one are functioning like a real team and a real unit and that's important.

More than anything what I want people to understand about me is, I'm pro the artist. I'm for keeping the brand culturally relevant globally, coming in and being a part [from any standpoint] with a company that's had this type of history, recognition and respect is a huge honor and a challenge. I'm up to it, I'm a fan of the music and artists and I'm just passionate about it so I'm just ready to go.