A Product of Preparation | Afro

By Imani Wj Wright
Special to the AFRO

I’ve been deeply immersed in music, not just as a fan but as an active creator and participant, since I was seven years old. Vocal lessons, rehearsals, and compositions are all activities I routinely engaged in. Having read and studied Outliers by Malcolm Gladwell on several occasions, I understand that one of the keys to becoming a master of your field is time-on-tasks. 

Last week, I caught up with the 32-year-old, D.C. native, Kevin Ross, and he described various aspects of achieving success in a way that  I have never heard.

As a singer, songwriter, producer and record label owner, Ross has experienced the evergoing processes of building a brand. Ross has worked with major recording artists like SWV, Jamie Foxx, Nicki Minaj, etc. Recently, I had the opportunity to see him perform at the D.C. Chapter Recording Academy’s First Annual Block Party. Ross’ stage presence, professionalism and infectious energy was on full display. Ross never seemed to miss a beat as the audience stayed engaged the entire set. 

Performing with a live band, Ross’ practice was evident, amongst his undeniable acumen. Ross and his live band seamlessly weaved in and out of his original pieces to popular cover songs, without missing a beat. Ross’ performance was a product of preparation and dedication, and the same can be said about his brand. “Making a brand is all about discovery, and that’s the beauty of being an artist. It’s all factors of you, what you want to contribute to humanity, what you bring that no one else brings to the table,” Ross said. 

“Also with brands, there is a necessary component of reinvention every now and then, as life takes you in different directions. You have to reinvent your brand as people in society are reinventing themselves as well,” he added. 

Ross’ approach is essentially a two-way street: you acknowledge your strengths and use that to understand the scope of your audience’s holistic environment. Personally, I needed a reminder that being aware of your audience is just as important as being aware of yourself. 

Here’s what Kevin had to say: 

“[Hard work] is not enough… As artists, we spend a lot of our time crafting and carving out how dope we want to be. And that’s all fine and dandy, but it’s about alignment too. It took me a while to understand that… Another thing is being visible, being where people are. It’s an ‘out of sight out of mind game. If you’re hidden in someone’s basement, you’re doing yourself a disservice. It’s about getting out there, making sure your name is heard, making sure that your face is seen, giving the people a face to attach to the name.”

There’s a student aspect to all of this as well. Studying and analyzing your craft. Whether it’s journalism, music or fashion, I quickly figured out I couldn’t be my best without constantly discovering more about myself. Those who have done it before me, and the intricacies of my fields. 

Ross touched on speaking with Pusha T a few days ago, Ross told me he very rarely leaves the studio, that is how he finds himself, he attempts to handle all of his mistakes in the moment. “I try to give myself a routine, a regiment per say. Clock in, clock out, be a student, be a businessman, be there for family. All of that takes time and intention.”

Treat the music business and your given craft as a relationship, Ross explained that the way you treat “it” is the way it’ll treat you. He also emphasized that those who are pursuing need to always recognize their worth, and stay relentless through the pursuit. 

Follow Kevin Ross on Instagram @kevinrossmusic. In the meantime, stay virtuous, stay idealistic and stay progressive. 

Imani Wj Wright is a journalist, musician and designer from Baltimore, Md.