10 Questions
10 Questions Revisit with David “DL” Lawrence
Name: David “DL” Lawrence
Title: Media & Media Consultant
Market: New York, NY
Social Media Links: Instagram, Facebook, LinkedIn
Born: Baltimore, MD
Brief Career Synopsis:
With over twenty-five plus years of industry experience, David Lawrence has been a key “go to” for many major industry players such as Epic Records, Columbia Records, Jive/RCA Records, RedLight Management, and more.
1) Why the musicindustry?
I have always been a connoisseur and lover of all music. In early 1993 I had the privilege of meeting industry and pristine promotional veteran Ken Wilson, (who would later become a mentor to me). At the time I was doing marketing for the Atlanta Hawks. The drive for sports was strong however, my love for music was stronger. I took a radio sales position for JACOR which today has evolved into iHeartMedia and the rest, as they say is history.
2) What things are you working on?
I’m currently consulting a vast number of independents whether they range from Major/Independent Labels, Artists (both independent and signed), media pools, etc. I find that years of experience can or has become key for people. Knowledge is power and people definitely go to extremes seeking out one’s knowledge through their experience.
3) And your take on the DSP’s?
Music, Media and Content at the push of a button?! What’s better than that? Eventually when the subscription platforms come to fruition where the majority of the world is consuming, then it can and will prove super beneficial for the artists and Creators. I’m optimistic that we will and are approaching that narrative soon, I believe.
4) Any thoughts on the future of the music industry?
I believe the business has evolved to where content is king and with the overlap with brand ambassadorship we see a major upside for Artists, Creators, Executives, and Influencers. As it pertains to young talent working in promotion, there’s a place for you. I believe you continue to elevate and maintain your relationships as well as zeroing in on your skill set of bridging the gap of the traditional format of promotion/marketing with the digital format that influences the narrative of how artists and creators are promoted today.
5) What’s your advice for musicians when it comes to the business side of music?
Seeing that I’m not a musician I can only speak to being the stream or riverbed the musician’s intellectual property flows through. With that said he/she must be willing to always add a little bit of the world to his or her own musical experience. A hit is a hit when it is relatable not when it is so personal. So be willing to relate that way you are willing to share artistry more than experiences.
6) What are you most proud of?
I am “proud” of a lot of things, most proud? I am most proud of my daughter Lauryn who graduated from Spelman College, as well as being a professional ballet instructor/dancer with Ballethnic Dance Academy of Atlanta. I am also proud to have mentored many young professionals who have become successful and prominent in the industry.
7) Would you share some of your influencers and mentors?
The inception of my influence and being inspired first and foremost by my father David Lawrence Jr who named me David “Nathaniel” Lawrence. Nathaniel is from “Nat Adderley”, brother and member of his favorite band Cannonball Adderley Quartet.
Then there’s my dear mother who is still with us to this day. She played several of the MOTOWN hits (i.e. Diana Ross, Marvin Gaye, Stevie Wonder, Jackson Five, etc.), Bobby Womack, Aretha Franklin, Isley Brothers, and a load of Earth Wind & Fire songs around me daily. I believe those two things were my embedment and DNA into the music industry.
8) And yourpredictionforradioandaudiomedia platforms?
I believe they both are still and will be relevant and extremely important for years to come. It has been said, DSPs (*Club) Radio (VIP Section) – they co-exist while creating luxuries and interests for each other. Radio will soon adapt as well as carve out its own digital landscape and space. I do not see one taking over the other. People always move best when given options.
9) You can’t make it through thedaywithout ?
“Working” – I’m guilty of being a workaholic.
10) What’s the best advice you’ve ever beengiven?
Walk the line that’s been placed before you. Stay Humble – Stay Hungry and don’t miss any steps.