Today we’d like to introduce you to Sterling Gittens Jr.. Them and their team share their story with us below:
Sterling “JR” Gittens jr, is the first born child of successful Entrepreneurs. His mother Debra Gittens an avid philanthropist, owns a successful grassroots business that’s managed over 54 clients for 20+ years. His father Sterling Gittens is still to this day a well known and respected singer/songwriter/musician in their home country. He is a Caribbean and International award-winning singer/songwriter, most famously known for his work with the youth in Trinidad. He started a school that taught youth, primarily children and young adults, how to sing. Every week he had multiple classes with students of varying skill. It was there that his musical ear was developed. “I learned what it sounded like when it was correct and what it sounded like when it was wrong, and more importantly, ways of correcting it when it was wrong.” Before He even knew he was destined to be a musician, life already started to equip him with the things that he would need to live out his purpose.
A graduate of the historic Morehouse College, JR built a strong network in Atlanta as a musician and executive producer. The 32 years old Trinidadian native, is a graduate of Morehouse College in Atlanta GA. He started his early career as a live and session bassist, performing and recording for artists across multiple genres. It was in Atlanta that he built his foundation for his career. In 2012 he started a band that functioned as a Production Team and Music Staffing Company. It secured contracts with major venues like Scales 925, a venue owned by Hip Hop artist TI. He was a key member in the founding of “The Real Love Music Experience” JR performed with and served as Musical Director for various local and international artists like Shanell from Young Money, D woods from Danity Kane, Syleena Johnson, Silk, Montel Jordan, KeKe Wyat, Angie Stone and many more! He also performed with corporations like the Atlanta Hawks and New Orleans Saints through the Atlanta based corporate band, “The After Party Experience.” In 2019 he formed a live and studio music production company, JB Entertainment LLC, with his younger brother, Artist/singer/songwriter Will Gittens. “It is a company that works hand in hand with labels and independent artists to develop an artist’s sound or to diversify their catalog.” This Duo generated a global buzz that prompted contracts to performances in Kenya as special guests for the grand opening of the Burrito Bar in Nairobi and Wits University in Johannesburg SA The following year. During the trip to Johannesburg they composed a conscious project “The Awakening” for a new organization, “The Awake Movement,” and performed the collaborative project for the Family of Nelson Mandela as well as other African diplomats.
The Island Boys, with the help of their network of writers and producers have landed success with artists like Chris Brown, Tank, Trey Songz, Rick Ross, Rotimi, Elijah Blake to name a few. After the recent success from their latest viral hit single “Zodiac”, produced by JR and written by Will Gittens and Arnold Dudley jr, they noticed they had a lot of support from their home country, so they started making strides to reconnect to the market that birthed them… Their next single entitled ‘Magik’, is the second installment in the new genre they are introducing to the world. Their new EP, entitled ‘Afro-Island 1’ is “mainly a mix of Afro-Beats and Caribbean/Island sound to coin an untapped genre of music Afro-Island. This new sound was heavily influenced by their Caribbean roots, and will be introduced with the release of their summer EP.”
Today he is a Los Angeles based Music producer with over 40 published songs generating millions of streams on Spotify and I-Tunes. He recently released his debut single as a singer and songwriter on December 3rd, 2021 entitled “Brave” an Afro/ Caribbean/Urban Pop Anthem. “I liked that it has a happy/ playful but timeless melody that makes you feel empowered when listening. I also intentionally created a song that had a positive take away without it being “too positive” or cheesy. “Imma Put it in the bank instead” Jr plans to continue releasing music that pushes the norm sonically and content-wise. My next single, “Better” set to release later this summer, fits right into the new Afro – Island world.
Since moving to LA, Jr has made a living for himself breaking artist. In January 2020, Jr and his brother Will met up with manager Cooper Wilson to help with the the development of his artist. All artist showed great potential but one in particular stuck out; Josh Levi. They immediately were able to create timeless music right when his brand was at a tipping point! They started with the quarantine smash “If the World” then followed it up with his most successful song to date, NASA. Now Josh, featured in the animated Pixar film Turning Red, is signed to Atlantic Records and is quickly stepping into his much deserved worldwide recognition. JB Entertainment has been the brainchild of the Gittens brothers since 2016. Thanks to recent connections and network our reach has allowed us to put our fellow creatives in a position to support themselves in a market dominated by “A Machine like Industry”.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
I had to gig to provide for myself since I was 18 years old. I played in rock bands, country/ folk bands, corporate party bands, Hip Hop artist bands… you name it I’ve tried it. I often had to supplement those gigs with other jobs like, car detailer at a dealership, or server at a restaurant. and at one point they became a conflict of interest and I had to chose one, I chose music even though I wasn’t making as much. It took ten years for me to be able to set up my own system that allowed me to work for no-one but myself. It was a long road and at one point my life got so messed up from association and unchecked personal trauma, that I ended up homeless sleeping in the back of my 2003 Ford Explorer just so that I could prove to myself that I can accomplish anything I can put my mind to I can not only achieve but excel at I made it all on my own. I learned a lot of lessons at that time including maximizing the relationships you do have regardless of you circumstance.
At another point I was gigging in town on a Friday night, not getting home till after 2am having time only to shower and get dressed to head to the meet up spot fr my Saturday show. I would have to then drive to a different state then load in a double axel trailer worth of gear, set up then do soundcheck. perform a 3-4hr show no breaks only to break down pack up and drive back to Atlanta. After getting back to Atlanta, depending on what state we performed in the night before, I would have to go straight into Church to play 3 services 7:30, 9:30, 12 noon. I would literally go 3 days with maybe 6hrs of sleep in between. sometimes my day would end there. there were times I would still have a show or studio session after I got out of church. I had to learn how to perform on Zero. I had to master still putting out results even when I felt I wasn’t physically capable of it.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
I’m a creator. My specialty is my ability to authentically create music across a broad genre spectrum. in other words, my production style is tied to a skill, not a sound. I’m able to apply the skills i acquired in my early years as a professional musician to create an audio canvas that separates me from others. I’ve always been fascinated with the concept of something coming from nothing. It’s like a blank multi-dimensional canvas that i can structure anyway that I interpret. My life journey allowed me to immerse myself in multiple drastically different environments. Trinidad birthed my understanding and foundation of creative lyrical compositions accompanied by equally as classic instrumentation. Nashville connected me to the soul and emotion of blues and country music, combined with the juxtaposed chaotic/ meticulous nature of rock. Atlanta gave me real-world experience living in the inner city, that experience translated to feel. Atlanta has been the pulse of the industry for arguably the last decade and it was there that the largest chunk of my musical development happened. All music has a destination and purpose, my job as a creative is to use my gifts to guide it along its journey in a sense.
Since moving to LA, I’ve made a living for myself breaking artist. “We were able to master a process that allows us to create a full song from scratch in a 4 hr studio time slot.” The thing I’m most known for would have to be a single I produced with my brother, Artist/Singer/Songwriter Will Gittens “Zodiac” (this is my age song) the trend was one of the most viral trends of 2020. I’m most proud of the brands/ businesses that my brother and i developed and manage. Together with his brother they generated over 40million streams worldwide on multiple platforms since 2016. My next single, “Better” is a fun Afro-Island feel that immediately makes you feel like dancing. It sounds happy but its actually my lament to the personification of my past trauma. I was intentional about outlining my emotional journey with my choice of words. Though subtle, I was able to get a lot off my chest, say how I currently feel about it as well as manifest what I want for the future of my mental health. If I can help inspire at least one other person to conquer their demons with grace and contempt I’ll feel accomplished.
I’m also the executive producer for a couple upcoming projects this summer, one in particular I’m excited for is, Will Gittens “Afro Island” Volume 1+2. I produced the majority of the project as well as wrote on a couple but this is my first time featuring as an artist on a song with my brother and I’m Hype!! The song “Need Me” is akin to a warrior’s chant. You cant help but feel cool when you listen to it. “Need Me” like all the other songs on Afro Island, are all about moving and feeling good.
What sort of changes are you expecting over the next 5-10 years?
Music a making a shift from gimmick-based trends back to thought out concepts and relevant themes. I feel like there is a higher overall social consciousness and I believe that its going back to real musicianship, people are waking up. I believe there will be new genres created and new superstars making their way to the forefront. I believe that with the right systems, independent artist will be able to sustain themselves and contract labels for specific services like distribution, tour. So much music is being made right now that instead of competing for slots on a label, artists can go directly to their fans and systems of earning should reflect that. For example they can require major companies like Spotify that earns top dollars from ads, to pay more than $0.003/ stream. Or Apple music can Adjust their playlist algorithms to include songs in proximity to their market.
Pricing:
- Full Song Production Fee: $10K
- Independent Artist Production: $1500-$5k
- Mixing: $300
- Session Bass: $150 flat rate **unless specified**
Contact Info:
- Website: https://www.producedbyjr.com/
- Instagram: https://www.instagram.com/producedbyjr/
- Facebook: https://www.facebook.com/sterling.gittensjr
- Twitter: https://twitter.com/Producedbyjr
- SoundCloud: https://soundcloud.com/producedbyjr
Image Credits
Jonathan Adjahoe: @jcka_photo (all other photos) Lola Scott: @lolascottart (bass picture)
