Roc Nation’s co-presidents are constructing a brand new period of music icons for Jay-Z’s empire

From Rihanna to J.Cole to Maeta, every particular person artist signed below the Roc Nation label is strategically positioned to unleash the subsequent main music sensation, guided by the experience of co-presidents Shari Bryant and Omar Grant. 

Working from reverse coasts, the dynamic duo began their dichotomous roles at Jay-Z’s leisure powerhouse in 2019. Specializing in their specialities, Bryant works on advertising from the label’s New York Metropolis workplace, whereas Grant, based mostly in Los Angeles, prioritizes artist and repertoire, often known as A&R. 

“Those two points are like the nucleus of any core label development,” Bryant informed Fortune in an interview at Roc Nation’s New York headquarters. 

Whereas navigating their private beats, the 2 have discovered the proper concord in collaborating from completely different time zones. Grant emphasizes that there’s nearly nothing they don’t sort out collectively. Serving because the spine for the label’s basis and overseeing all the things from “A to Z,” Bryant and Grant have additionally mutually selected what to search for when choosing and signing exceptional expertise. 

“The main thing is [based] off of gut,” Grant stated. “We still believe in signing artists and developing them off of their talent and who we feel like is going to be a long-term superstar.” 

For Bryant and Grant, the essence of being a celebrity lies in staying true to at least one’s artistry. The co-presidents say they aren’t in pursuit of an ideal formulation, and as an alternative deal with “authenticity” above all else when choosing artists for the label. Their standards doesn’t embody being “super polished,” and they search out people with uncooked expertise and a willingness to hustle.

Artists Ambré and Maeta are their ”success tales,” Grant stated. Each had been signed to Roc Nation early of their careers with no social media following and minimal data within the market. But, the label noticed one thing particular and “stuck with them for years.” 

However as the 2 co-presidents work collectively to form the subsequent era of music and add extra artists to their present roster of 27, they’re steering away from “viral moments.”

TikTok is ‘cluttering’ the music business

With over 1 billion month-to-month lively customers, TikTok “helps and it hurts” on the subject of artists getting their music out, Grant stated. 

The app’s introduction of the Artist Account in November 2023, revolutionized artists’ presence, providing unique options like the brand new launch software and curated music tab. These options allow artists to unlock deeper discoverability on the platform, with issues like the power to focus on a observe for as much as 14 days earlier than launch and 30 days after its launch.

However as Grant notes, discovery is simply “one piece of the puzzle.” Whereas TikTok facilitates artist publicity, breaking by the music business requires extra than simply “virality” to grow to be a “legacy artist,” in keeping with the Roc Nation’s executives. 

Social media has given aspiring artists the platform to launch music independently, however Grant says it additionally contributes to “a lot of clutter” within the music enterprise, making it doubtlessly difficult for artists to be found shortly. 

But, TikTok can function a catapult to stardom if an artist stays constant and continues to supply nice music, Grant believes. Regardless of the litter, he says staying true to at least one’s artistry and persistently “putting out quality music” could be the gateway to chopping by the noise and rising to the highest.

Bryant and Grant emphasize that changing into a long-term artist entails greater than pure expertise. It requires a mixture of believing in your reward and placing within the work. Their dedication and laborious work set the muse for the complete label. 

“Hard work beats talent when talent doesn’t work hard,” Bryant stated. “You got to be hustling as hard as us because we are working 24/7.”

The dedication to working across the clock isn’t an exaggeration for this duo. Bryant and Grant gave Fortune an unique look into their caffeine-free every day routines, commencing with an early-morning exercise.

Shari Bryant’s East Coast Routine

6:45 a.m.: Previous to hitting the fitness center, Bryant’s morning ritual contains every day prayers, a 15-minute stretch, and skincare. To replenish after the exercise, she ensures her water bottle is stuffed with electrolytes to fight the sweat misplaced throughout her fitness center session.

“I’m usually doing the stairmaster while I’m in the gym,” Bryant stated. “Then I go into weight training, and I end with a walk.”

Submit-workout, Bryant relaxes within the sauna and spends a while studying a guide. 

8:00 a.m: Again at residence, she effectively juggles packing meals into containers, showering, and making ready to go to the workplace, positioned in Manhattan’s Chelsea neighborhood.

Upon reaching the workplace, Bryant delves into her every day schedule offered by her assistant. Whereas reviewing the schedule, she compiles a to-do checklist.

“I’m big on lists, it keeps me in line outside of my assistant,” Bryant stated. 

10:30 a.m.: Whereas no day appears precisely the identical for Bryant, conferences typically take priority.

Mondays encompass a whole lot of check-ins with the advertising staff and weekly scheduling, whereas Tuesdays could kick off with worldwide calls. Biweekly artists conferences add additional selection to her schedule relying on which artists are on the town. 

“It’s very hard to predict what our days will consist of outside of our scheduled meetings,” she stated. 

Some weeks, Bryant could must fly to locations like London, Atlanta, or Miami, whether or not it’s to fulfill with an artist, go to an occasion, or attend Roc Nation’s R&B nights. 

7:30 p.m.: The day on the workplace often wraps up round late-evening for Bryant, however she by no means stops taking calls or responding to emails. 

11:30 p.m.: Bryant retires for the night time simply earlier than midnight, ensuring all the things is totally checked-off for the day earlier than closing her eyes.

“I usually go to sleep checking my last email,” she stated. “I don’t know if that’s healthy, but that’s just where I am at this point in my life.”

“I’m big on making every minute count and I hate to lose time.” 

Omar Grant’s L.A. Studio Periods

5:00 a.m.: Waking up earlier than the solar hits the horizon, Grant begins his day by participating in a second of prayer. 

6:00 a.m.: Heading to his fitness center, Grant partakes in an early exercise session, guided by his coach. In an effort to keep up the morning for himself, Grant avoids screens, refrains from answering emails, and stays away from social media. When arriving residence from the fitness center, Grant walks his canine and will get his “mind ready and focused for the day.” 

8:00 a.m.: Working on the West Coast time zone, Grant dives into early conferences earlier than having a shower and heading to the workplace. 

9:00 a.m.: Grant’s day consists of a mixture of Zoom and in-house conferences. 

“The productivity for me comes outside of the office when 4:00 p.m. or 5:00 p.m. hits and I start making my way to the studio.” 

5:00 p.m.: Studio classes for Grant prolong into the late hours, generally lasting till the next morning. In response to the co-president, a whole lot of Roc Nation’s artists are “nocturnal’ and “night owls,” bringing a singular dynamic to every session. 

“I’ve been with artists where we’ve done 48-hour shifts in the studio,” Grant stated, revealing he often takes energy naps in between.

Generally, Grant doesn’t return residence for 3 days, relying upon the initiatives at hand. Studio classes can fluctuate from discussing the musical route artists wish to go in and even deciding which producers and songwriters to work with. Different nights, Grant finds himself merely immersed listening to songs on repeat.

For Grant, the studio is a sanctuary of creativity, the place he feels he contributes probably the most to Roc Nation. 

“My favorite thing is the studio,” Grant stated. “Honestly, that’s kind of where I feel at home.”