In a career spanning over two decades, Tab Nkhereanye has made significant contributions to the music industry, establishing himself as both a talented songwriter and an influential executive.
Nkhereanye’s journey into songwriting began in his youth, heavily influenced by his brother, who was a radio DJ at the University of Santa Cruz. Spending late nights critiquing records with his brother inspired him to pursue his passion for lyrics and melody.
After relocating to Los Angeles, Nkhereanye found himself collaborating with notable artists like Robin Thicke, honing his skills as a songwriter.
He soon wrote hits for some of the biggest names in pop and R&B, including the iconic collaboration of Britney Spears and Madonna on “Me Against the Music.”
However, by around 2010, Nkhereanye experienced burnout from the relentless demands of songwriting, leading him to pivot towards a new role in the industry.
He spent nearly eight years at Island/Def Jam, where he played an instrumental role in signing and nurturing emerging talents such as Frank Ocean and Alessia Cara.
In 2022, Nkhereanye took on the position of Senior Vice President of Artists and Repertoire at BMG, overseeing the expansion of the company’s Atlanta office.
Among his recent signings is acclaimed producer Bryan Michael Cox, known for his work on Muni Long’s hit song “Made for Me,” as well as Grammy Award-winning artists The-Dream and Lil’ Ronnie.
In a candid interview with The Atlanta Journal-Constitution, Nkhereanye shared his insights on the rapidly shifting dynamics of the music industry.
One of the most notable changes he identified is the impact of streaming. According to Nkhereanye, streaming has transformed not only the business model but also the geographic landscape of the industry.
For a long time, many writers and producers migrated from Atlanta to Los Angeles, but many began returning to their roots after realizing the allure of Los Angeles was overhyped.
Nkhereanye mentioned significant talents like Polow da Don and Tricky who returned to Atlanta, marking a resurgence of creativity in the city.
He acknowledged the evolving identity of hip-hop, highlighting a trend where artists are emerging from various places without being tied to major labels.
Nkhereanye noted that in earlier years, musical trends were often defined by geographical boundaries, such as the distinct East Coast, West Coast, or Atlanta eras.
Now, he believes hip-hop is shedding those traditional constraints, becoming more about access and discovery than regional dominance.
When discussing how labels are adapting to these changes, Nkhereanye pointed out a marked decrease in the signing of new hip-hop artists unless they have demonstrated independent success.
With budgets tightening across the industry, record labels are more cautious about their investments, often waiting for viral hits before committing resources.
The advent of social media has further altered how artists gain recognition in today’s landscape.
Nkhereanye emphasized that regardless of these changes, what remains vital is strong songwriting.
Social media can amplify a hit, but ultimately, an artist’s conviction and sense of self play crucial roles in establishing their unique identity.
He believes that artists who experience challenges and growth before achieving success often benefit in the long run.
Nkhereanye’s early influences included family, particularly his uncle Al Jarreau, a renowned jazz singer.
Jarreau’s encouragement was pivotal to Nkhereanye’s decision to move to Los Angeles, where he pursued his dream of working in the music business, a commitment he attributes to his uncle’s guidance.
Al Jarreau instilled in Nkhereanye the value of hard work. He recalls the advice Jarreau often shared, stating, “think mink,” which reflected his dedication to producing music that could support a successful lifestyle.
Today, Nkhereanye sees key differences between the music industries in Los Angeles and Atlanta, particularly regarding songwriting.
He believes the coast primarily serves as a hub for contracts and glamorous events, whereas authentic songwriting often springs from the heartland of America.
He regards the everyday life found in places beyond the coast as more relatable and genuine, providing a depth to songwriting that might be lacking in glitzy environments.
Looking ahead, Nkhereanye remains optimistic about his role in Atlanta’s music landscape.
Though he examines whether the city will ever see the same level of deal-making as during the heyday of LaFace Records, he acknowledges his own commitment to scouting talent in the area.
While there are doubts about Atlanta regaining its stature as a record signing powerhouse, Nkhereanye continues to advocate for its potential in the music industry.
His reflections serve as a testament to the evolving dynamics of music creation and consumption while highlighting his dedication to fostering talent.
Ultimately, Nkhereanye’s journey illustrates not just personal growth, but also serves as a lens through which we can understand the future of the music industry, particularly as it continues to adapt to new challenges and opportunities.
image source from：ajc
