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Interview with JESSICA RIVERA, VP of creative at Universal Music Publishing (Alex Da Kid, DJ Khalil, B.o.B) - Jun 22, 2011
“It's interesting when up-and-coming producers focus on what they are hearing on the radio, when a lot of artists you hear on the radio are interested in doing something you’ve never heard before.”
When Jessica Rivera was recently promoted to Vice President of Creative at Universal Music Publishing Group (UMPG), and hailed as “one of the most consistent, hit-driven creative executives in our industry”, such recognition was no doubt prompted by Rivera’s sterling work in signing and developing such talents as B.o.B, DJ Khalil and Patrick ‘Plain Pat’ Reynolds, but the knock out blow would have been her crucial role in the extraordinary rise of production whizz Alex da Kid.
Signed at the beginning of 2009 as an unknown British producer, Rivera’s nurturing and networking expertise has since led Alex towards the big league of such major hit parade smashes as B.o.B’s ‘Airplanes’ (US No.2, UK No.1), Eminem’s ‘Love The Way You Lie’ (US No.1, UK No.2), Dr. Dre’s ‘I Need A Doctor’ (US Top 5, UK Top 10) and Diddy-Dirty Money’s ‘Coming Home’ (UK Top 10).
In this exclusive interview Rivera talks to HitQuarters about finding and developing Alex da Kid, explains how such a unknown talent found favour with Eminem and Dr. Dre, and highlights what up-and-coming producers can learn from the Brit producer’s big breakthrough.
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Read On ...
* Aftermath producer DJ Khalil on Eminem's 'Recovery' and Dre's 'Detox'
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