Dawn Richard Gambled Going Indie and Won

Check out Dawn Richard and her new album “Goldenheart.”

The music industry is one of the most challenging industries to break into and gain success. Moreover, while so many talented people are vying for discovery, success, and fame, one would do better playing the lottery than becoming a pop star. At least with the lottery, you only have to purchase a ticket and pray that your number comes up and not go through the rigors of chasing fame and fending off con artists, crooks, and liars. The cost is minimal, not the excessive amounts major labels spend on their acts to recoup advances and build revenue. Let’s not speak about the fact that so many of your favorite major label artists, including the ones on TV and being chased by the paparazzi, may not be as successful and extravagant as they appear. They may not be in the most agreeable contracts, at least not for them, that is, signing their lives away for the glitz and bragging rights.

The independent music business is no better because all imprints or indies with major distributions have major label backing. Those indies (labels and artists) who are not privy to the support of a major label may not have the funds to promote a good quality record after being correctly mixed and mastered. Also, indie artists without a label, well, they are just in dire situations. They are trying to rub pennies together for a decent EP or mixtape. Like the economy, many are in a financial downturn, unable to afford actual production, properly mixed and mastered songs, $500 for a good website, $300 for a decent photographer, or even $100 for an adequately designed promotional flyer. Most of them take the cheap route only to net an unfavorable return.

Promotion is the key to success in the music industry, and it causes many independent labels and artists alike to go limp because of the lack thereof. So while the internet has had a more favorable effect on artists wanting to produce and sell their music, the major labels have a better advantage over the indies because they have been at it longer. They have more money, connections, and know-how to play the game. Plus, most indie labels and artists do not have the proper administrative and legal support, promotional budget, tour support, recognition, and placement to become successful.

Now if one happens to sign to a major label, have success, and is now traveling the daunting road to the other side, their luck is a lot better than a no-name artist. At least these once-major artists have name recognition, somewhat of a cash reserve, depending on whether they were screwed in their contracts, and a substantial following on social media, which is a precious thing to have as an artist. Let’s just say that having a built-in fanbase, great music, great photos, and promo videos shot with a Canon DSLR can work wonders for the success of an indie artist.

In this issue, we are so proud to feature on our 16th cover Miss Dawn Richard, who has been a part of Danity Kane and Diddy Dirty Money. Dawn released her debut album “Goldenheart” on her indie label, Our Dawn Entertainment, which Andrew “Druski” Scott majorly produces. “Goldenheart” hit No. 1 on the iTunes R&B album chart, and other subsequent successes from the album followed, including one million+ video views on Youtube and a distribution deal with Altavoz. She is to be commended for her efforts because that was a very BRAVE thing to do! Going solo after being in two successful groups takes kahunas! Going solo and indie simultaneously, some may consider this a death wish compared to major label figures. However, Dawn was BRAVE and determined to head her label and “make it work” with few counterparts at the helm.

We have had the opportunity to sit down with Dawn Richard in a Q&A, and this is what she had to say…

Love. Loss. Redemption. How significant are these three words to you, and how have they paved the way for you finally becoming a solo artist?

They are words that define moments in my life, words that are so familiar, I feel, in most people’s lives. I took these words and made them Frames to an empty canvas. And with my music, I started painting.

Any special person in the picture right now, or is it just all work and no play?

I have to play. Playing keeps me sane. I am too sensual not to play.

How’s your family doing after being uprooted from New Orleans to Baltimore? They must be so proud to witness your successes after such trying times.

My family would be proud of me if I carried groceries for a woman across the street. They are just amazing that way. But, yes, they are proud. I am proud to have such great people in my life. Where most expect parents to stop supporting you after you hit a specific place in your life, my parents never leave. I am lucky.

Initially, I thought Diddy Dirty Money was a joke. However, by giving Diddy his props, he made a sound judgment in including you and Kaleena in the group. I thought you guys were amazing at how you came together to make music people were not ready for but did it so well. Just putting it out there, I would love to see you and Kaleena on a track together. It would be hot and dope, especially now that there is such change in the air; that renaissance. So would you be game for a Kaleena, Dawn collaboration?

I would be game for any collab… with a great artist. She is great, and It would be like old times!

I know you told DJ Envy and the crew you did not want to wait for the major labels to release your album; you had to get the music out (paraphrasing). Why such fire and determination?

Passion brings fire to the soul. I had a voice. I wanted it to be heard. An artist needs that outlet. With each album, I find amazing new talents and hidden gems along the way. When you find these “epic” moments, they cannot be confined. They should not be confined. They need to be free, to be given to the world. I needed my art to be given to the world on my terms.

“Goldenheart” is the name of your first debut album on Our Dawn Entertainment, which is part of a trilogy to include albums “Blackheart” and “Redemptionheart.” What’s the significance of those names?

Each moment for me signifies a color. Golden – Naive, Black – Loss, and Red- Redemption.

Did Sean Combs offer any help in Our Dawn Entertainment start-up as well as the promotion of the album and videos?

I am independent now. I left Bad Boy. Everything I do now is on me.

What lesson can you tell our readers that you have learned in coming from being in the limelight, having other people worrying about your success, to now being in the hot seat as the boss, worrying about the bottom line?

This is life. This is the cycle. You learn. You practice. You apply.

In watching your interview with Power 105 DJ Envy, there seem to be some humbling life experiences, and I am not just speaking of what you and your family went through after Katrina. You spoke so openly about the hard road of starting a business and the blood, sweat, and sometimes not eating one goes through when trying to become successful. Can you speak on any decisions you had to make to get the label up and the album out that made you get some Ramen instead of linguine Alfredo with chicken and broccoli? Lol!

Well, I had the Alfredo; I just made it myself. Lol. I am a hippie anyway. I never put a value on things as some do. I had a company. I wanted to win. So I slept on couches. I saved money. I walked everywhere. I made sacrifices to create the art. So it did not feel like a sacrifice. It felt like freedom. “I wasn’t worried about numbers and famous shit.” I was having fun building a brand.

Jonathan Bogart of The Atlantic wrote, “Richard remains true to the oldest and most important standards of R&B.” With so many people saying or have said that R&B music is dead, what does Jonathan’s statement mean to you?

I am happy people hear the root of where my music starts. Though I like to mix sounds and experiment with genres, I never lose focus of the root. R&B and soul drive the force of my sound. It is great when people get your vision. It means you do not dream alone.

With the success of “Goldenheart,” you are now revving up for the next album of the trilogy “Blackheart.” In watching the video on Kickstarter to raise awareness and get the fans (Hearts) involved, you said, “With a few, we do a lot.” Who are the involved parties in your group, and how have each contributed significantly to building that “family unit?

It is really my “aces in the whole” Kyle Cabrol and Kalub. They keep the ship running. It is insane to think it is just us. However, if you think about what we have done, you see only three of us. It puts things in perspective. Say what you will about numbers and all this bull, but one year off a major label, three projects, no label, a handful of people, and we had a number 1 each time. Not bad hearts. Not bad at all.

You said, “This is your chance to change the game, rewrite the rules, and rage against the machine.” What advice can you give another artist, such as yourself, who has to make that daunting decision about their music career?

Prepare for war!

What’s next for Dawn Richard with Our Dawn Entertainment and Blackheart?

I will be starring in a film in 2014 produced by K. Hebron. I will be coming out with a Fall 2013 fashion collection called “Lion Ambition,” which we are partnering with Coal-n-Terry and many more surprises.

Interview By: Patrick Kelly for USL Magazine