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It’s Not Just Rap, It’s a Business A Look-Inside the Life of Rapper J-Real By: Analisa Wade C’2016, Arts & Entertainment Section Editor When you want something you have to grind for it, you have to tight for it like you’re starving. You have to hustle and go get it. Twenty- four-year-old Atlanta artist, Deshon “J-REAL” Jordan (aka Real), knows what it means to hustle and it’s helped him advance in his career. You don’t have to go to college to be successful in 2014; you just have to be innovative. Since Real was 14, he’s been grinding his way up to the top. He’s done it all. From selling mixed CDs in high school to selling “grillz” in Las Vegas, Real is now selling himself and his music as a brand. He’s always considered himself to be an artist, but quickly delved into other ventures, that slowed down his progression in the music business. It didn’t take him long to learn the ups and downs of the music industry or how people judge you off your appearance instead of your music. Real never fed into many trends associated with rapping though. “It’s not about what sneakers I wear or how many chains I have on, it’s about the music, ” he says. “I like the home feeling and hospitality in the suburban areas. They’re not so quick to judge you; they just want to hear your music. ” He appreciates his wide range of fans. They help him work harder because he must appeal to a diverse crowd. He says, “You have to be able to try new things, the world is constantly changing. I thank God that I’m able to reinvent myself. If I was still trying to sell grillz in 2014,1 would have been dead. ” He’s succeeded as an independent artist so far, refusing to fall for the gimmicks that come along with labels. Currently, he’s preparing himself for the release of his first official album, Real’s World. He’s solely campaigning for his single “Buck Wild” right now, which has been averaging about 150 spins a week in the Southeast. Despite the lack of support from his real family, he has a strong support system from his team. “I believe you can choose your own family ’’ Real said. “The people you are born with.. .your blood, doesn’t necessarily have to be your family. ” Real did just that with DJ Paperboy and his assistant Jasmine, “they’ve been more loyal to me than my real brothers and sisters, so that’s family to me.” Real’s music is inspired by his fans and his experiences. He treats the music game as a business and is always looking for a way to elevate to the next level. As a measure for success, Real says he won’t be satisfied until he is touring in Europe. If he can establish himself with an international legacy, then he will feel like he has succeeded. Be on the lookout for what’s in store for this young, ambitious machine. He says “Money don’t come in your dreams, only sleep,” so he’s always in grind mode. He can’t stop. He won’t stop. 18 Feb/March 2014 SpelmanPaper@gmail.com The BluePrint