One on one
See all One on Ones
By Tiffany Jackson
Hard work + Determination + A Heart for helping others = Jerry Adams. For 20 years, Adams has worked in marketing and promotions. In 1990 at age 21 he started one of four companies. Today he is proud of Optimus Entertainment Group, which will turn three years old in December.
Optimus Entertainment is the premiere independent distribution and conglomerate to provide marketing online. The marketing packages include radio marketing, street promotions, distribution and label construction.
When asked why this company is an asset to gospel artists, Adams replies, “Well in the landscape of the gospel industry there was a lack of education given to the artists.”
“They just were not being educated,” he continued. “Unlike secular music, gospel was left out in the cold or was the last one in line so we had to develop a platform for those artists. Our first mission is music, there is a need to let people know about affordable services but not just affordable services but quality services that are affordable.”
Artists are provided with services based on their need. OEG artist are placed into two categories -- digital artists and exclusive artists. Digital artists are those who have projects that are already completed. For exclusive artists, Optimus directly invests in them.
“We develop and invest our dollars,” said Adams. “We also represent most of the project.”
Currently, OEG has about 25 to 30 digital artists and four exclusive artists. These artists are chosen by the A&R department or like Adams calls them, the “A&R Repertoire Department.” Once they meet the requirements then they are sent to Adams to sign. This process sounds very rewarding.
Adams agrees. “It is rewarding at the end of the day when we are able to provide the artists with a product as a way of pushing their music out across the world, on both a national and an international level and moving them towards gaining exposure,” he said. “It is all about getting God’s Word out.”
Although helping artists gain exposure is very rewarding, Adams says that it can also be a challenge.
“It is challenging trying to make sure everyone sees the vision and understands the vision,” he stated. “I am responsible for watching over the flock and artists sometimes have a lot of concerns but I am up for the challenge. I love challenges. I look at challenges like a rubberband, the further you pull back on it the farther it will soar when you let it go. I am that rubberband.”
In those challenging moments, Adams says that he relies on his faith in God to help him through.
“As a devout Christian and believer in God’s principles and what He stand’s for, I try to walk in that path,” he gleamed.
As a motivational speaker, Adams encourages people to be the best they can be with God directing their path.
“If you believe in something then all you have to do is walk it out,” continued Adams. “We are about love and we want to drive people home with the spoken word because we do not believe in doing anything negative, we just want to promote optimistic people.”
Speaking of optimistic people, the name of the company comes from the word optimize.
“The name of the company was not always called Optimus, another team member came to me with the name Optimus because it is our goal to optimize opportunity,” said Adams. “In life you have to take risk.”
When artists take that risk and work with Optimus they are able to see their products online.
“We encourage our artists to look at their product and to be able to say to people, hey I am online, come shop with me or come support me,” said Adams. “And in a few years we expect to become a Fortune 500 company. Optimus is not just a marketing division we want to provide service across the globe.”
In order to become a Fortune 500 company it takes a lot of work but Adams says that he is willing to do what it takes to make it happen. He is motivated by his love for music.
“Music is a universal vehicle, it is a way to get a message out to people and it has the ability to bring hope to people that are less privileged,” pointed out Adams. “If I can
be instrumental in helping to get the message duration out then I would be doing my job. Music is a language if utilized in a positive way. I like to call the music I support, ‘Urban Inspiration.’ We are concerned with reaching young artists and asking them what message are you sending to allow music to go in a positive manner.”
Adams is very much concerned with those interested in getting into the business. He gives a few tips to those seeking a similar profession.
Study the market to see what it is and look for a need or a niche
Look to see if other companies are doing something similar to what you want to do
Check to see what they are missing or lacking in their company
Know where you are trying to go
If your interest is in music then study the music
Study the downfalls of others
Become an innovator, blazing your own trail
Know where you are and just move forward
These tips are what Adams lives by. He says that his mother and Motown’s founder, Berry Gordy have inspired him to do what he has been doing for 20 years.
“From a business standpoint, I studied the artistic structure of Berry Gordy,” he said. The Berry Gordy model taught me how his family invested in the business. I pay homage to his blueprint although I never met him in my life.”
“From a spiritual standpoint I admire Leola Adams, my mother who is a real inspiration to me,” he said with joy. “She had the responsibility of caring for the family. She was sick but she kept a straight face and she kept on smiling. She later died from breast cancer. She taught me to be careful not to be too transparent with people. So today I keep moving with one foot in and one foot out.”
With inspirational people like that, Adams is sure to keep soaring. In fact, Optimus is planning to produce its’ first television show on July 19 with Teresa Hannah at Harbor House Studios filmed here in Dallas. The television show will bring independent artists and ministries together. It will be shown in 30 networks, making it a national show.
“We will also begin financing artists in July 2008 just like you finance a car,” said Adams. “Optimus is so proud of this new addition to the company. Artists credit will be checked and if they meet the requirements then they will be approved. We want to help those who are interested in getting their music out there but do not have the funds to support it.”
Optimus then will sign the project, market the product, and give full package selling and exploit the artists to the masses on a positive level.
“We want to become supplements to them,” said Adams.
The A&R rep plays a major role. The artist must keep in constant contact and speak with them about any concerns, song arrangements and travel. Artists must also consult with the A&R department in regards to scheduling for recording. Every thing is done on a points system.
We appreciate our artists and we pay them on a wholesale basis,” added Adams. “Not too many companies can say that.”
As Optimus continues to grow towards helping artists worldwide, lives are being changed, great relationships are being formed and careers are being expanded.
“We are providing a digital service with a human touch,” said Adams.
Currently, Optimus is looking to sign new artists in the Dallas area. Call Avia Rice at 1.877.325.6575 ext. 3612 for more information and log on to www.optimusentertainment.net.
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