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Meet Sleep Deez of The Visionary Firm in Sherman Oaks

Today we’d like to introduce you to Sleep Deez.

Sleep, please share your story with us. How did you get to where you are today?
I’m a music producer and songwriter born in Inglewood. I started to make music in Bakersfield as a teenager. I got my first start in the business with The Black Eyed Peas. I was discovered by their founding music director Printz Board and was the first member of his production team. We went on to work with the likes of Busta Rhymes, Chris Brown, Dr. Dre, Fergie, Selena Gomez, Katy Perry and of course The Black Eyed Peas.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
At the height of the early success with The Black Eyed Peas, my father suddenly passed away from a massive heart attack at 45, in 2010. He was my best friend and my manager, so it was a difficult transition. I moved to New Zealand and started to work with a man by the name of Kim Dotcom, which is a whole story within itself.

Please tell us about The Visionary Firm.
My company falls between operating like a boutique production company/record label and an agency. We find, shape and cultivate talent, as well as working with well-polished acts. I specialize in music production from actually creating the music elements, to overseeing the vision of the entire project. As a company, I’m most proud of gaining close to 300M YouTube views in the past 12 months all with unsigned acts.

I believe what sets us apart is our turnover time and our ability to work multiple angles and revenue streams. A lot of companies would only focus on trying to reach the biggest artists in the world, while we work with top-tier artists, YouTubers, film sync companies, etc.

I think it’s important to be able to vet your creations and have the imagination it takes to find homes for the creations. Not every record you make will suit Beyoncé. It’s my job to figure out what avenue to shop the record, or if we decide to self-release it, be prepared to have it sonically up to par and create a solid marketing and distribution plan for the record.

If you had to go back in time and start over, would you have done anything differently?
I would have moved back to LA and focused on myself sooner. The music business is rough, and everyone is trying to get in is not your friend or loyal. I’d also say that I would have on paper agreements and keep a ledger of everything from the beginning.

Contact Info:

Image Credit:
@Hogo @sophiegohrdp @deeyaz

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