Today we’d like to introduce you to Kashif (Kash) Norville.
Kashif (Kash), we appreciate you taking the time to share your story with us today. Where does your story begin?
As a freshman in college, I met some incredible individuals that ended up becoming lifelong friends. They were all part of a hip hop collective on campus called H20. That is where I met Rapsody (Marlanna) and Sinopsis (Dennis) they were making music with a crew called Kooley High. They were dope but they were also my friends. After watching them make music for a bit, there was a chance encounter to meet 9th Wonder as he was mentoring the group at the time. This was Fall of 2005, and that kind of got the wheels turning a bit. Fast forward, I started making music in my dorm room on the campus of NC State around 2007. With Sinop giving me the program FL Studio, I was just make things that I thought sounded good. At this same time, 9th was teaching at NC Central University and we would go sit in his class from time to time. NCCU also had a studio on campus for the students in their Hip Hop Initiative. We would spend countless hours in there, talking, watching 9th make beats, record songs, etc. I had not shared that I was making beats at that time but he would soon hear some of my production through some students he as nurturing at the time called the “M1 Platoon”. From there, we were off to the races. When 9th formed Jamla and we moved into BrightLady Studios in 2010, I was brought in as a member of his producer collective “The Soul Council”. That is where I began to get my chops up and learn how to really make songs and manage artist expectations. Around 2016, I got the opportunity to start leading officially after years of being a voice within the label. 9th made me the Label Manager which turned into the role that I still hold today which is President. There have been a lot of ups and downs and lessons learned over the years but, I wouldn’t trade the experience for anything in the world. I get to wake up every day and try to help our artists’ dreams come true.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Nothing worth having is easy. Artists are passionate people and very sensitive about their art. There have been a lot of long nights of listening to artists share their vision, no matter how far-fetched it may seem at times, and providing a safe space. But more importantly, holding them accountable. It’s a thankless job at times but I don’t mind it because I feel like the reward is seeing someone “get it”. No matter the level or varying degrees of success that we have experienced, there’s always more work to be done. Additionally, artists have come and go over the past 16 years. Jamla is still standing in the face of it all but, it does become burdensome when some artists run with a narrative that is less than honorable. You will never hear/see me talk down on anyone that we’ve attempted to help I just wish that respect was always shown in return.
Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
Jamla is an independent music label that was founded by our CEO and legend, 9th Wonder (Patrick Douthit). We are well known for our ability to stick to the essence of what made Hip Hop and R&B globally accepted art forms while, still evolving and remaining current. We’ve nurtured artists such as the aforementioned Rapsody (she’s started her own label We Each Other), Reuben Vincent, Heather Victoria and now we are building with newer names like Swank & King Draft, Yonder (out of New Zealand), Eli tha Don (hailing from Cleveland, OH) and, Sweata from Brooklyn, NY.
If anyone is looking for an authentic sound in a sea of many artists trying to find their way, you’ve come to the right place. Jamla has teetered the line for some time on what some would consider “old school” and “new school”. I would just consider it good music. If you’re a fan of good music then I know we have something that you’ll enjoy.
I am most proud of our continuity. Although, some artists are no longer with us, we’ve remained true to the foundation. Our sound is unmistakable and I love that we have become synonymous with great music and great people.
In terms of your work and the industry, what are some of the changes you are expecting to see over the next five to ten years?
The industry is in an interesting place. Major labels aren’t the juggernauts that we once saw. You are seeing more and more distribution companies appear with some label services. There’s no barrier to entry anymore so, it’s almost the wild wild west when it comes to trying to break new artists. But what I will say is, a lot of the consumers are becoming bored with some of the less than desirable content. This will undoubtedly lead to more tastemakers and curators of the culture becoming more prevalent again. The industry is paying attention to ALL things attached to an artist whereas before, if your music was good enough, people didn’t necessarily need to know who you were dating or, how many cars you owned. Now, that is not the case. As an artist, you have to bring the fans into your universe. Music may be 3rd or 4th on the list of things that a fan may care about the most. Music is almost becoming just a vehicle for all of the other interests you may have. How many artists have we seen become actors/actresses? Or influencers in the fashion world? Music is just one medium to reach the masses.
Contact Info:
- Website: https://jamlarecords.com
- Instagram: @kashdontmakeme @jamlarecords @thesoulcouncil
- Twitter: @kashdntmkebeats @jamlarecords
- Youtube: https://www.youtube.com/@IWWMG
