Aspiring musicians get an earful about careers, industry

VIRGINIA BEACH

For aspiring musicians, producers and songwriters, the music industry can seem like a perplexing, impenetrable maze.

And so in part to take some of the mystery out of getting into the business, and to honor the achievements of this region’s musicians , energy drink maker Red Bull hosted a panel discussion by Richmond-based rapper Skillz and Norfolk-based producer Nottz on Tuesday night. The panel was part of the Red Bull Music Academy, a larger program that has hopefuls attend, essentially, a music camp.

(Virginia Beach rappers Clipse were originally scheduled to appear but, in a last-minute glitch that speaks volumes about the music business, they reportedly had to fly to L.A. at the last minute after a track from their upcoming album leaked.)

The event couldn’t have been held in a more auspicious space: More than 60 people gathered at Hovercraft Studios, where The Neptunes, Pharrell Williams and Chad Hugo set up the shop that’s made them new music legends.

And though the panelists looked unassuming in their jeans and sneakers, they came with impressive resumes. Skillz has a lucrative career as a ghostwriter for other rappers, including Will Smith; Nottz is often called upon to produce music for industry titans including Kanye West, Dr. Dre and Busta Rhymes, which he does in a nearly abandoned-looking apartment bunker in Norfolk.

And so with mythology, history and the promise of learning and networking swirling in the second floor conference room, hopefuls listened to the speakers muse on everything from how they got started to the state of the music industry to the lameness of trying to be cool when you’re past your prime.

Even when Skillz waxed nostalgic about his career, his stories were lesson-filled. He recalled being on stage with Missy Elliott, the Portsmouth native, singing alongside her.

“You have to know that in every situation there is a Batman and a Robin,” he said. “At that time I was Robin, and that’s what it was.”

Nottz couldn’t remember how Dr. Dre came calling – Nottz is working on Dre’s highly anticipated album “Detox,” due since 2004 – but he did recall the day he knew he was a success.

“I was working (at) Builder s Square,” Nottz said, “and Darryl (his manager) called and said, 'Your song with Busta Rhymes came out.’ “I said, 'For real?’ and I walked out and never went back. I ain’t even picked up that last check.”

Skillz laid out his highs and lows, including his struggles with record labels and how he could have initially set higher goals.

“When I started, I just wanted people to know where I’m from and my name and that Virginia has talent. And when I look back, that’s exactly what I got.”

The talk meandered a bit but was filled with jewels of knowledge and affirmations of purpose and perspective.

“You have to want it,” Skillz said. “I can’t get you a record deal … Who you know will get you in the door, but what you know will keep you there. … You have to figure out ways to get your music out there.”

They talked about how new artists have ushered in a paradigm shift that makes record labels and radio less important; self-reliance, innovation and determination will push you through. And listeners could sense that no one, not even a Jay-Z or Janet Jackson, will ever have it completely figured out, especially now, because it’s changing by the minute.

But there are some absolutes.

The experts were asked what an artist was supposed to do to break through if he’s already started to get a little buzz and some shows here and there.

Skillz and Nottz answered almost at the same time.

“Keep doing it.”

Malcolm Venable, (757) 446-2662, malcolm.venable@pilotonline.com