Kebu Commissiong Set To Make History As Sentric Music's New A&R Director (Interview)
If you aren’t familiar with Kebu Commissiong, I bet you’re familiar with his work. Having partnered up with some of the best in the music industry, like Sean Kingston, AYO & TEO, plus Big Cat Records, where he was VP, Kebu’s vision and unmatched work ethic have taken him far from his Southside Jamaica Queens beginnings.
As UK-based music publishing company, Sentric Music’s new A&R Director, he aims to transfer some of that awesome energy and insight across the board.
Learn more about Kebu’s journey and transition to “Corporate Kebu” in this Hype Off Life exclusive interview, where he gives key insight into his life, mindset and just what’s been driving him to greatness all this time.
Right now, and only on Hype Off Life 👊🏾
First things first, congrats on your new role at Sentric Music Group! How did that play come about?
Being a part of the music industry for years, I knew that I wanted to enhance my skills in an executive role with a reputable company with solid core leadership! I applied for this role and shortly after, began the competitive interview process.
In speaking with Simon Perry, President of Sentric, we moved forward with a face-to-face meeting and the rest is history! It was refreshing to sit with an executive that wanted to pour into my professional career! We also that we have a lot of the same values when it comes to family and business! I know I’m in the right place at the right time and I’m ready to create HISTORY with Sentric!
What does your usual day to day look like now?
My day to day consist of identifying and signing potential songwriters, artist, producers, record labels, and management companies - delivering local product insight and analyzing new lines of potential business from start to finish. I close the deal!
For those unfamiliar, how did you get your start in the industry?
My start took place in Southside Jamaica Queens, NY [at] WSM, as a Disc Jockey (DJ)! I was able to tour the world with major artists, which eventually led me into Artist Management/A&R, Marketing & Partnerships and other leadership roles. One of the best highlights of my career was my position as a VP of Big Cat Records.
A title means nothing if you can’t get the job done!
What made you choose the music industry, in particular?
Music has always been apart of my life and culture as West Indian. Many of my family members were DJs and role models in the industry that helped me elevate and create my own brand. Being a firm believer in everlasting music is a must; it’s the heart beat that has always driven me to be passionate about what I listen to and who I gravitate too when deciding on artists.
Has their ever been a point in your career when you thought of taking a step back from everything?
As we know, the music industry is very cut-throat and competitive at the same time! The recent global pandemic forced the industry to to make drastic changes and many of us were effected.
Some days I wanted to throw in the towel and switch career paths to fill in the gaps; however, I knew my passion was in music, Hip hop, R&B, Reggae, Soca, Afro Beat, Pop, Latin, etc...
I stayed in prayer and adjusted my thoughts and posture! I’ve never been one that gives up regardless of the circumstances. I tell myself everyday, “I have many goals to accomplish, I’m no where near done!”
What most people don’t get is that work ethic goes a long way when chasing dreams. What are some other misconceptions you think people have when it comes to success?
Some people believe in the “get rich quick” mentalities, which clouds the true reality of the sacrifices that are needed or required to reach that desired goal! I’m a firm believer in saying, “A title means nothing if you can’t get the job done!”
You’ve worked with many heavy hitters, and also signed platinum recording artists AYO & TEO to Gas Media Group. What is your approach to scouting and developing talent?
My approach is always hands-on dealing directly with the artist, and representation building a solid relationship, it’s not just about the numbers for me I’m a firm believer in true talent, that’s my primary qualification first.
Be diligent, take pride in your career and every part of your life, even on the days you doubt yourself most
There’s always talk about the lack of creativity in the culture, which holds some weight. What are your thoughts on the sentiment?
I personally do not think there is a lack of creativity in our culture at the moment, especially with today’s technology. I believe things are changing for the best, creating more opportunities for creativity and bridging the gaps between the community, labels, and artistry.
Do you think it’s harder or easier to find unique artists these days, as opposed to when you first kicked off your career?
Based on my experience, I strongly believe that it is easier to find unique talent as opposed to when I started in this industry over 12 years ago. Social media and other forms of technology have widened the scope, where we can interact and communicate globally without limits! We are living in a golden era.
What advice do you have for aspiring A&Rs?
Be diligent, take pride in your career and every part of your life, even on the days you doubt yourself most. Stay the course and always remember to keep artists, producers and songwriters first.
If you could only accomplish one goal this year, what would it be?
With many goals to accomplish this year, I can say one is changing lives. Whether it’s me putting an artist in a deal or helping out a friend in need.
Anything else we should know?
Be on the look out for amazing new artist and songwriters, and all the fun surprises Sentric has on its way for you. Thank you for your time.
Follow: @go2ke_
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