We had the good fortune of connecting with J Reid and we’ve shared our conversation below.
Hi J, what’s the most important lesson your business/career has taught you?
One of the most important lessons I’ve learned that you can not control anything. Even the things you think you can control will always find a way to show you that you have no control over them. Stay true to yourself and continue on the path you chose to follow. In music, it is especially easy for one to “sell out” or do disingenuous things to make more money. Following fads will result in you falling off as fast as that fad came. I used to be obsessed with the idea of being a 20-year-old grammy-winning arena touring musical savant, but as I grow older (25), I realize that the only thing that matters is the quality of the product I’m putting out. I’m very very happy you guys didn’t hear a lot of the music I was making at 18 and 19 years old because that does not describe the person I’ve grown into. I say all of this to come back to my original point, you can’t control anything. Work hard trust the process, do your homework and work hard as hell. The results you’re looking for will come to you, don’t go chasing them.
Alright, so let’s move onto what keeps you busy professionally?
In Prime, there are 6 members: Lane (guitar), Deon the Artist (drums), Shy (lead singer), Infin8 (lead MC), Juanton Soup (keys), and myself (bass). Between the 6 of us, we have the skills to run an entire label without making our own music. Let me explain, Shy is an extremely gifted drawer and creative director. He spends countless hours making all of our album artwork and drawing tattoo pieces, our merch, that sick Prime picture attached to this interview, you name it. Deon makes beats, not only does he make beats, but he makes them on his phone! That takes skill. He also has the ear of a producer to tell someone what and who should and shouldn’t be on a song in order for it to reach its true potential. Lane is a jack of all trades. He can do record engineering, (we actually recorded I Don’t Give a Damn in his living room) he fixes all of our laptops and equipment when it’s broken and he bakes one hell of a sourdough loaf. Juan is a certified audio engineer, he always has a hand in mixing our tracks, making sure the song sounds as quality as possible. Much like Deon and myself, Juan also has that producer’s ear and makes beats in multiple genres. Infin8 is a great social media coordinator and also helps spice up our merch. He does custom shirts, pants, you name it, and can style like nobody’s business. I myself can produce and I also handle the business side of everything. I check all the analytics of our tracks to make sure they’re reaching projection, I run ads for the group and also organize our release dates, show dates and negotiate pay with promoters. That’s what sets us apart, we aren’t just a group of musicians but like I said before, an ELITE group of creators. I’m excited about the future, we can do so many things so the next few years should be interesting.
Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
So for me, I’m taking them to the best food spot in the city Loco Style Grindz. That’s the best Hawaiin bbq I’ve ever had. A second food spot I’d take them to is Reel Pizza Pies. That’s the only place I know that makes a Sicilian pizza that New Yorkers would be proud to eat. I’m an arcade type of guy, so Tilt studio would be the place I would go for that. If we’re looking at drinking too with adults, definitely Cobra Arcade bar in downtown Phoenix. Coming from out of town you gotta go on a hike, and since I’d like them to survive that hike, I’d probably take them to A Mountain in Tempe. Decent view and you’ll still have the energy to hit Mill Ave when you’re done. Other than that, you always gotta show off the different parts of Arizona, and like most people, I’d love to go to Sedona and just have a fun day in their art district and get some nice views.
The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
On behalf of Prime Society, I’d like to thank God and all of our families. Without their support, we wouldn’t be able to endure the hardships of being independent artists trying to maneuver in an industry full of snakes and vultures. A special shout out of course to our fans and the people who saw Prime grow into the band we are now. The evolution will never stop!
Seth Terrell AC