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Meet Alex “Sin City Thrilla” Jernigan of PVRE Records in Las Vegas

Today we’d like to introduce you to Alex “Sin City Thrilla” Jernigan.

Alex “Sin City Thrilla”, can you briefly walk us through your story – how you started and how you got to where you are today.
My journey as a label owner and artist manager has definitely been an interesting one. Music and events have always played a large role in my life, but until a few years ago I always planned on going to medical school. That all changed after I went to college and fell in love with healing people through events and memories instead of pills and hospitals. I found my home among large events like EDC, Ultra, and Rolling Loud which inspired me to switch majors and work to create that same feeling for others. The events business led me to meeting some of the largest artists in the world and opened countless doors for me from my own radio show, sponsorships, and eventually to beginning to manage local talent that I feel could build a global brand. My journey is just starting still but I wake up every morning knowing that I am able to do what I love.

We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
It’s almost impossible to make it through life without struggles and losses and the music industry seems to have a way of amplifying that. Since starting, I have lost friends who I thought would be with me forever, had costly failures, and been laughed at by colleagues. However, these struggles have only made me stronger, smarter, and more motivated. While we still have our fair share of struggles, a lot more doors have been opening than when we first started and our work is starting to be noticed by a larger audience. One of my favorite things currently is actually the frequency that I hear from those who said we would fail who are now helping for our help.

So let’s switch gears a bit and go into the PVRE Records story. Tell us more about the business.
So PVRE Records was something that I actually began to formalize back in early 2019 but it did not become a reality until April of this year. While Covid-19 has dampened a lot of plans, it has also allowed my team and I to spend time on building and branding both the label and our artists. Our main goal at PVRE is to provide artists with the skills, networking, distribution, and marketing that they need to be successful in this industry no matter how far along they are in their careers. We currently have three full-time artists on our roster (DDB Ricco, BigMoe, and Caleb Adane) and provide a range of services to over a dozen artists. Providing a range of services to non signed artists is one of the things that sets us apart from most other labels, and we have a large list of services we provide including photography, PR services, distribution, radio promotion, marketing campaigns, and more.

If you had to start over, what would you have done differently? 
Honestly, I wouldn’t change a thing about my journey. The pain, struggle, and failure that I have faced has made me who I am and I can’t imagine life without those lessons. More than once the doors that closed opened a much better path for me. I have met some of the best people through my failures from Cnoteshce who has become one of the best mentors in my life to DJ Kay N M and Neal Carter who have shown me the ins and outs of event building and branding.

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