Black Music Coalition Excellence Honourees 2024: Young Music Boss and YMB Awards' Jusnah Gadi

Since it formed back in 2020, the Black Music Coalition has played a pivotal role not only in addressing anti-Black systemic racism in the industry, but also in uplifting and celebrating members of the Black music community with its annual Excellence Honourees list. Here, we meet one of its latest recipients, founder and MD of Young Music Boss and the YMB Awards, Jusnah Gadi… On top of being a law graduate specialising in intellectual property, you founded Young Music Boss. Do those working behind the scenes in music get enough recognition? “I don’t think they do, which is why I conceived the Young Music Boss Awards, which highlights the brightest and most innovative executive talent behind the No.1s, campaigns, deals and more. These awards aim to shine a spotlight on the individuals who work tirelessly behind the scenes to make things happen. From managers and A&R executives to marketing teams and legal advisors, there are so many talented professionals whose contributions are vital to the success of artists and the industry as a whole. By recognising and celebrating their achievements, we hope to inspire the next generation of music industry professionals and ensure that their hard work doesn’t go unnoticed. All while simultaneously educating people on the various sectors which exist within the music industry.” What kind of a boost can being honoured by the Black Music Coalition offer you? “It always gives a sense of validation being recognised by peers within the music industry, particularly by an organisation like the Black Music Coalition. My hope is that someone may come across this issue and doors open to new opportunities and collaboration. I’m immensely proud and grateful for the acknowledgement and BMC’s commitment to elevate my profile. More importantly, this support underscores the importance of diversity and representation in the music industry, while empowering and encouraging us to strive for excellence. Komali, Char [Grant], Sheryl and Afryea are very special and the work they do is immensely important. Each have contributed so much to the industry and to me personally on my journey. Their contributions are crucial and through the BMC they work tirelessly to pave a way for a more equitable and inclusive industry. We can’t sing about them enough, to be honest.” What has been your biggest “pinch me” moment so far? “I can’t think of one specifically but what continually brings me joy is seeing people who have passed through Young Music Boss or have been awarded at the Young Music Boss Awards, seeing the heights they achieve in their careers knowing we played a part in their journey... Actually, having a spread in Music Week is kind of ‘pinch me’ vibes.” What is the biggest lesson you’ve learned about the music industry so far? “It’s like a mixtape on shuffle – unpredictable and full of surprises. One moment you’re vibing to a perfect harmony, the next you’re navigating absolute discord. Adaptability is key. Success isn’t just about the spotlight; it’s about the hustle behind every ‘hit’. I’ve learned to always expect the unexpected, and that every note, even the offbeat ones, contributes to the overall masterpiece.” Does the industry place enough emphasis on the identity of those who work in it, specifically in terms of respecting and caring for who they are and their backgrounds? “More needs to and can be done. We all know that. All those organisations who threw up black squares during the pandemic, in the wake of George Floyd, are they still committed? Some of the biggest establishments in music generated billions in revenue last year – where are those funds being allocated? Perhaps not for causes that actually mean something because all I’ve been hearing is ‘budget cuts’.” You’ve already achieved many things, but what accomplishment still eludes you? “Many accomplishments still elude me! If I’m being truly candid, what I’m chasing is time and financial freedom. I want to be in a position where I’m able to fully support myself through my passions alone – [without] having to chase other streams of income – and pay my team what they’re worth. Just being real…” Finally, what’s your message to the music industry on the need for real and lasting structural change? “Let’s create an industry where talent and hard work are genuinely rewarded, fostering innovation and diversity at every level – the literal meaning of ‘diversity’, not the marketing term. Oh, and can we stop advertising ‘entry’ level roles that require seven years’ experience in a similar role? Let’s actually enable ‘entry’ into the industry.”

Black Music Coalition Excellence Honourees 2024: MyBlaqBook's Brenda Juliet

Since it formed back in 2020, the Black Music Coalition has played a pivotal role not only in addressing anti-Black systemic racism in the industry, but also in uplifting and celebrating members of the Black music community with its annual Excellence Honourees list. Here, we meet one of its latest recipients, MyBlaqBook’s co-founder and publicist Brenda Juliet… How did you start your journey into the music business? “I actually entered the music industry as a writer for Link Up TV in 2010. Just before then, I ran my own music blog while studying media practices & PR at university, which helped me make quite a few connections that I hone today. I met people like Wired’s Rachel Campbell and EMI’s Ra’ed Khan, who I very briefly supported PR campaigns for, and this confirmed PR was where I wanted to be. Before officially working in music PR, I was in tech PR for four years, where I gained skills and experience. Having the mix of both worlds made the transition a seamless one.” What has been your proudest moment to date and why? “One of my proudest moments would be launching MyBlaqBook. Since 2012, it has always been a goal of mine to launch a PR agency. We are now in our third year of business and it is definitely something I’m proud to be the face of. We’ve had the chance to work with some incredible talent, including the likes of Dankie Sounds, Odeal, Seyi Vibez, Blanco, NSG, £Monzo, M24, Summer Banton... The list goes on. Also, leading on Shallipopi’s press run ahead of his headline show back in February is a huge career highlight for me. I had an extremely tight deadline to work with but the results were incredible and the team were really pleased with the outcome. His press coverage leading up to the show was a talking point amongst many, and a proud moment for me.” Can you share a piece of advice you were given that impacted you? “My mentor Kamiqua Lake, founder of Coldr, gives me so much advice on the best ways to navigate my career in PR, but this was one piece that constantly keeps me going: ‘Remember your why’. Sometimes, being a publicist can feel like a thankless role so it’s up to you to keep yourself motivated. Having a sisterhood definitely helps. I have a lot of love for my peers including Rebecca Sewell, Sandra Namusiitwa, Komali Scott-Jones and Mori Abdul, to name a few – they keep me going and inspire me, especially when I need reassurance.” What is the key to a successful press campaign in an age of short attention spans? “Thinking outside of the box, and tapping into the likes and wider interests of an artist: what are they passionate about outside of music? What brands, businesses and charities can we partner with to amplify their messages and ethics? I think if more money was pumped into PR budgets and teams so that we can go bigger, we’d be able to create meaningful moments to secure organic coverage.” Where would the music industry be without the BMC? “The BMC is a trusted voice and support system for Black professionals, which provides guidance to help those navigate and progress in their careers, regardless of the level. It’s also best described as a safe space for many, and is exactly what the industry needs. It’s refreshing to have a network and platform that actively seeks long-lasting change and continues to spark conversations about diversity and inclusion. The BMC is definitely leaving its welcomed footprint across the industry. I’m so honoured to be spotlighted by the team.” Finally, where is your own career going next? “I’d love to explore more creative roles within comms. PR can definitely be a lot more creative than the standard traditional media relations role we’re given in campaigns, so I’d be open to doing a lot more. I’d love to see the heights I can possibly reach in creative brand partnership roles or marketing, alongside the work I do in PR. So, I look forward to a future of expanding our client services at MyBlaqBook and to pave the way for the next generation of PRs.”

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