Words and Interview By: Tyrone Davis
Lucky Smith, better known as Lucky “The Promo King” hails from Indianapolis and has been in the entertainment business over 20 years. Here we discuss his past, present, and plans for the future.
You got your start in the music business working with Master P and No Limit Records. How did that happen?
I met his marketing person at an event in L.A. and tried to holler at her but she flipped the conversation and we started talking about the music business instead. She asked me if I knew any street promoters in Indianapolis and I told her I did, even though I was lying. On the flipside, I was interested in being a part of No Limit’s movement so when I got home, I called people I knew that did that type work to put me up on game. From there, I just added my own twist and it was on.
How important was your role in helping No Limit Records in the Midwest? What was the outcome?
Let’s just say the Midwest was their best selling region. It was the beginning of an era where southern based artists started getting real money in the midwest and it opened the flood gates for other labels to follow. It also landed me 20 plus gold & platinum plaques. Afterwards, I ended up working for other labels and we ended up with the same type of success.
You’ve worked with other labels like who?
If we’re just talking about the more known names, there is Rap-A-Lot, Trill Ent., Swisha House, Slip-N-Slide, Cash Money, Legit Ballin Records, all of the major record labels and numerous smaller Indie record labels. Some other companies I have worked for are Royal Blunts, Toma Vodka, Status Vodka, The Hype Magazine, The Midwest Leak Magazine, Ozone Magazine, The Source Magazine, FUBU, Rilniga Apparel, Tcent Promotions, Luscious Promotions as well as various tours, concerts, parties, clubs, and events.
Is that how you became, “The Promo King”?
The name “The Promo King” came from two radio personalities in Indianapolis. Some may remember “Big Swole” when he was here and the other is B-Swift, who is still active. One day, they called me that at the radio station and I just ran with it because it fit and nobody was doing it like I was. I could tell if a particular record, event, etc. was going to work in our market or not and I’d be on point. Even today, I average about a 70% accuracy rate.
Being that you’ve done all of that, why haven’t you remained as popular today?
I took some time to work on other ventures, as well as reevaluate the business. There have been so many changes over the years that you have to find out what works best for you to stay relevant. People don’t work the way they used to and a lot of relationships have gotten watered down due to people fighting over the same clients/money. The music business has become “cut throat”. Plus, the internet has made people lazy and has caused labels to cut budgets so they don’t physically promote like they used to.
What type of other ventures have you gotten into?
I just revamped my marketing company (Jus Mi Luck Promotions & Marketing) and have been working with more companies in corporate America. I’ve been doing a music conference called, “The DJs United Conference” for the last 3 years and am gearing up for our 4th year under a new name, “The Evolution Entertainment Conference”. I also do the promotions and marketing for Twenty4Seven Magazine and I recently did a merger with my Heatspinner DJs and the XSquad DJs (ATL based). We’re going to become one of the largest DJ coalitions in the nation. Under DJs United Global, I’ve partnered up with a company that has the only certified and respected club charting system in the nation. I’m in talks with a few labels about handling their marketing as well. I’m teaching my kids the business so they can take over my throne when I’m done.
What is the “Evolution Entertainment Conference” and why should people attend?
The Evolution Entertainment Conference (formally the DJs United Conference) is an annual event that we’ve opened up to DJs, artists, models, dancers, actors, comedians, make-up artists, media, bloggers, fans, etc. Under the old name, the main focus was on the DJs and the artists and was comprised of 15 different DJ coalitions. Under the new name, we will cover the entertainment business as a whole.
Entrepreneurs need to be there because we actually teach them the business and how to make money in it. Anyone with a gift that is not making a profit from it is doing it for fun. A lot of people go to music conferences for different reasons, but most people go because well known artists/companies are there and they want to be groupies. They should be attending to connect with other like-minded individuals so that they can expand their own fanbases and achieve the type of success they look up to. Also, the conference weekend is not strictly about networking. We also have parties, a fashion show, concerts, a pool party, a celebrity bowling event, and more. We want people to grind hard but have fun too.
Describe the Indianapolis market.
My market is pretty much like a lot of the others. The artists have a whole lot of talent but lack hustle. Also, we have a lot of people in the city claiming they can actually help these artists when really all they are doing is taking the artist’s money and leading them nowhere. A lot of people really don’t understand how to market themselves, their product, or their business so we have a few artists that are trying to make some noise but are running into road blocks. A lot of artists are talented but have no budget and those with the budgets have no talent. Nobody wins except the person being paid. In addition to that, there is a lot of ideas, style, and concept jacking going on.
A lot of people in your city complain about not getting support. Are people like you not supporting them or are they not doing their part?
The music business is filled with a bunch of smoke and mirrors, so a lot of them get caught up in the hype. They gravitate towards who is popular in their area and they go running to them for help. They don’t understand that it’s not always about quantity, but the quality of what someone is doing. Also, there are a lot of them that feel like people owe them an opportunity or support when they have never done anything to garner support. When you opperate accordingly, you get results.
Didn’t you have your conference in Indianapolis? That should have been helpful.
Yes, the conference was held here our 1st 2 years, then last year we took it to St. Louis. This year, it’ll be in Louisville. We will keep it midwest based forever because every major midwest city is within 4 hours of each other. Ask those Indianapolis artists who are complaining if they’ve attended one of our conferences. People came all the way from California, NYC, Atlanta, etc. and we brought in people like Allhiphop.com, Ashanti, India Graves (of Mizay Ent. at the time), Sony Red, Desean Jackson’s “Jaccpot Records”, Grand Hustle, and Charli Baltimore, to name a few. We can’t make these artists want it.
What about the artists that do want it? They should be the focus. What does it mean to “break a record” and does it take a lot of money?
The true meaning of it is to create a strong awareness of a song that will drive someone to either purchase the song or pay to see the artist perform at a show. It doesn’t take a lot of money to break a record these days. An artist just needs proper marketing and work ethic. I hear artists say all the time that they’ve spent $50k – $100k and nobody knows them. Someone needs to be held accountable. I work with different teams across the country so I know what it takes and prices aren’t that high unless the artist is dealing with third party people.
What are your biggest pet peeves about the business?
A lot of people are just in the way and are not pushing the culture foward. I think people who know they can’t make things happen need to fall back so that certified people can do the job. They’re stealing ideas and messing them up because they’re rushing it, trying to get it done before the person they stole the idea from. I also hate when people try to tell me how to do a job that they’ve never done or had any successs doing. There are also a lot of artists who waste their money buying shoes, clothes, bottles, etc., won’t spend any on their career, then complain that they aren’t advancing. Then there are the arists who spend all of their money with someone else, get burned, then come to me wanting my services for free.
Do you feel you get the respect you deserve?
Honestly, I don’t. There are a lot of people I have helped, consulted, and looked out for just because I believed in them and a lot of them act like they don’t know me after they’ve achieved some form of success with my help. I’ve done a lot nationally and more for my city as a whole but I hardly ever see my name mentioned at city based award events or anything like that. People will sit down with me and say, “Let’s work”, then either steal ideas and concepts or copy something I’m already doing. Shout out to the people who have thanked me for my help. I appreciate that. For the rest, it’s ok because I have some big plans for this last run I’m about to go on. They will remember my name whether they want to acknowlege it or not.
Any last words?
I travel a lot so I’m not just operating in Indy and I’m available to market anything, not just in entertainment. Also, anyone wanting to learn how to be successful in the entertainment business needs to register for the Evolution Entertainment Conference by visiting www.djsunitedglobal.com. They can also reach out to me for marketing at www.jusmiluck.com, and on Twitter @jusmiluck and IG @jus_mi_luck. No budget is too small unless it’s 0 and if that’s the case, we can show you how to change that.
