If there’s a man who needs no introduction, it’s Bryan-Michael Cox.
From his humble beginnings as a Noontime Records intern, to recently becoming the Senior Vice President of A&R at Love Renaissance, the Houston transplant has always been about the music. More specifically, the R&B music.
Yes, there’ve been countless hit records, multiple Grammy Awards, over 100 million in record sales, and countless other accolades along the way, but trust and believe the self-proclaimed “Marathon Man” is showing absolutely no signs of slowing down—as evidenced by the launch of his latest venture, Illustrate New Ideas, and his fruitful partnership with burgeoning artist Jack Freeman.
In an interview that took place prior to Cassie accusing Bad Boy Records founder Diddy of sexual assault and abuse in a lawsuit filed on Nov. 16, Jermaine Dupri’s no-so-secret weapon had plenty to discuss regarding the past, present, and future of R&B.
This interview has been edited and condensed for clarity.
Jay Connor: You’ve been killing it over at Love Renaissance, you’ve obviously put in plenty of work with Jermaine Dupri and So So Def, and you’ve left an indelible mark on R&B over the course of the past three decades. So what’s the impetus behind the launch of Illustrate New Ideas and how does it differ from previous roles you’ve had in the past?
Bryan-Michael Cox: I feel like every producer has tried to start a label. Like, “Oh, I want to put my friends on.” Then they build a company with no kind of purpose, you know what I mean? In the past, I wasted a lot of money doing that. But what made me want to want to do Illustrate New Ideas is that I had a concept.
A few years ago, I was like, “Yo, I want to do something new: use new tech to create a new sound, then figure out what creating a lifetime brand looks like.” I want to build a company that’s gonna be around for a lifetime, right? So I had the idea, got the company set up, and that was that. Then I met this artist named Jack Freeman. We’re both from Houston and I met him at a showcase. I thought he was dope! So I started doing shows with him and I made a few records on him, but nothing really came from it. He put out a couple of projects independently, but early this year, we reconnected. He played me the project he was trying to put out, a project called Nina that he was working on, but he ran out of money. The album was pretty much finished, so I was like, “Yo, if you just need some money to finish this album, let’s partner up. Then instead of you just dropping music, hoping that it will catch on, we’ll put the right team together and get this album on its feet.”
That coincides with everything that I’ve been learning at LVRN, which is the first time I’ve ever worked at a record company as a senior executive. Being able to look under the hood and understand marketing, understand all these different things. I feel like it’s been a great trade-off for me and LVRN because I bring the veteran perspective and certain relationships. LVRN’s Grammy relationship was solidified ‘cause I was really on the Grammys about this company. And in turn, I’ve learned a lot. I’ve learned about album rollouts; I’ve learned about all the things I didn’t really have to do as a producer. You just turn your record into the label and get paid.
Illustrate New Ideas is me applying everything that I’ve learned, and Jack Freeman is the first artist I’ve partnered with that I felt was ready to come out. We have the album coming out in January and a single out right now called “Shine.” The video for that is coming on Dec. 1. I’m just excited about him growing as an artist and blowing up.
Jay Connor: You talked about developing a new sound with Illustrate New Ideas, but I’m curious: How does Jack Freeman fit into that equation?
Bryan-Michael Cox: I’m going for something more diverse, right? So Jack is more of a soulful artist, but he has all these different dimensions. He’s a young spirit, but he has this soul about him. It’s this deep-rooted thing we all have in Houston. It almost feels like the rodeo or some shit, you know what I’m saying? [Laughs]
But he has that element of church, that element of soul, but he can also get down with that straight R&B lane. Since I’m not producing the whole project, I’m able to be inspired by the other producers like Chris Rockaway and Lab Ox. You might not know their names yet, but they’re super inspirational to me. Their sound is just so different. It’s funky, it’s new, but it feels nostalgic. It’s really an interesting dynamic that’s expanded my perspective.
Jay Connor: How has becoming a senior executive impacted you creatively? Because
like you said, for decades, you’ve focused solely on making the music. But now that you’ve taken a peek under the hood and know what happens after you turn those songs in, how has that influenced your creative process?
Bryan-Michael Cox: It’s impacted it greatly, actually. In a lot of ways. I have a weekly event called Ladies Love R&B here in Atlanta. It’s the biggest R&B party in the city, but now we’ve expanded. We’ve done the afterparty for Usher’s residency in Vegas, we’ve done Miami, New York—
Jay Connor: Grammy Week out here in Los Angeles.
Bryan-Michael Cox: Yup! And I DJ too, so all of these things are affecting my creativity in a positive way. I’m looking at what’s under the hood, how records are being released now, and why we release certain records. But I’m also out here touching the people, playing the music, getting a real response in these clubs and events. And I’m saying to myself, “People still want to feel something.” We can look at the data, we could chase—
Jay Connor: Algorithms.
Bryan-Michael Cox: Right! Algorithms. But the reality is that then we’re chasing a viral moment instead of allowing people to have real moments. So how do we meet in the middle? We’re gonna have to, right? So when I go to the studio now and make music, I’m looking at it from both perspectives. If it’s good, it’s gonna rise to the top. Lucky Daye just put out a record that everyone’s talking about.
Jay Connor: “That’s You”? Word, that shit is fire. Lucky don’t miss.
Bryan-Michael Cox: It’s fucking great. He don’t have to worry about going viral. It’s gonna go because it’s just a great piece of work. So that’s definitely affected how I view and make records. Even with Muni Long, the record that me and Jermaine Dupri just did with her, “Made for Me,” it’s going. We didn’t have to do result triggerization—no algorithms, no nothing. A good song is a good song is a good song.
Jay Connor: That’s real. But with so much on your plate right now—DJing, everything you’ve got going on at LVRN, writing and producing all these timeless classics and Grammy-nominated bangers—how are you able to compartmentalize all that and still provide Illustrate New Ideas with the energy and attention it requires?
Bryan-Michael Cox: I have nothing but time right now. [Laughs] I don’t have a wife. The only thing I’m pretty much obligated to is my son—and I work from home a lot so he’s with me when I’m working. So when you ask how I’m able to do it, it’s ‘cause I’ve always been able to do it. I’ve been doing this for 25, 26 years. It’s all I know. I just really enjoy having things to accomplish and crossing that finish line.
Jay Connor: You’ve spoken at length about the current state of R&B. But if you had the ability to do so, what would you do to correct course for the entire genre?
Bryan-Michael Cox: Damn, that’s a really great question.
Jay Connor: I mean, that’s what I do, brotha.
Bryan-Michael Cox: [Laughs] I would make it mandatory for people to study gospel music.
Jay Connor: Oh, wow. You’ve gotta expound on that.
Bryan-Michael Cox: You can do all the cool street things, you can mix it up, but even Puff Daddy had to use people that sang in church. If we go back to the 90s, we talk about how Puff mixed R&B with hip-hop, but who’d he mix it with? Mary J. Blige. Faith Evans. Jodeci.
Jay Connor: Kelly Price.
Bryan-Michael Cox: Kelly Price! These people are directly from the church. Stevie J, his dad is Rev. Steven Jordan Sr. We all come from that direct pipeline, all the way down to Robert Glasper. So I would make that mandatory to understand where our roots are. I appreciate Aretha Franklin, but not just the hits. You’ve gotta have an appreciation for those early gospel recordings on Columbia Records to understand what that feels like; what she really sounded like. That would be the first thing I’d do. I’m not saying get away from whatever the culture thing is, I would just inject way more love into it. I’d get away from the rachetness. R&B has gotten a little rachet, a little toxic.
Jay Connor: Just a little. [Laughs]
Bryan-Michael Cox: But make no mistake, R&B has always been toxic. “Use Ta Be My Girl,” “Me and Mrs. Jones,” “Woman to Woman”—
Jay Connor: SWV’s “You’re the One.”
Bryan-Michael Cox: Right. But it was the way they did it. It was direct, but it wasn’t over the top. They expressed themselves in a creative way that told a story. People didn’t even really understand what Earth, Wind & Fire’s “Reasons” was about. They’re out here getting married to that song, not knowing that it’s actually about a one-night stand. Crazy!
Jay Connor: Bruh! Look at “Before I Let Go”!
Bryan-Michael Cox: And that’s the Black people feel good song! But the lyrics are like…what?! [Laughs] We gotta get back to being clever about these stories, making people think a little more. But it’s also important for me to say, I feel like we’re on our way back. I don’t think it’s too far gone. A lot of this music that’s coming out is fantastic. It’s a cycle. I think we’re gonna be okay.
Jay Connor: Now here’s something I asked Jimmy Jam and Terry Lewis that I’ve also been dying to ask you: You’ve had the privilege of working with damn near everybody already, but which artist would you still love to hit the studio with?
Bryan-Michael Cox: Damn, that’s a good question too. I’d love to get in the studio with Beyoncé. When I did “Bad Habit” for Destiny Child, I thought she’d be in the studio. But then I realized I was making a solo record for Kelly Rowland, which is fine since we made something that a lot of people consider a classic. But I’ve never had a proper opportunity to work with Beyoncé. I love Miguel, I think he’s one of the most underrated artists. I’d love to make a record for him. I also want to work with H.E.R. I’d like to lock in with her and DJ Camper for a good two weeks and just bang out some records. I’d love to get in the studio with Victoria Monét—
Jay Connor: Yo, that’s the one I wanted to hear!
Bryan-Michael Cox: Man, I love Victoria Monét. I think she’s phenomenal.
Jay Connor: We need that! Y’all gotta make that shit happen.
Bryan-Michael Cox: Absolutely. I’d love to work with SZA. We’re gonna make the Summer Walker thing happen, obviously. I’m making records for her, with my affiliation with LVRN. There’s a lot of artists I’d love to work with. Arin Ray, Alex Isley—
Jay Connor: Word. Alex is fire.
Bryan-Michael Cox: SiR, I’ve known him for a long time. Party Next Door, Drake, there’s still a lot of artists I wanna work with.
Jay Connor: That’s dope to hear because a lot of times, people assume that just because you’ve worked with so many artists that you’re like, “I’m good.” I love that you’re still so inspired creatively.
Bryan-Michael Cox: I’ve always been somebody who listens to music all the time, trying to find out what’s new and what I like. Maeta, Ambré; I’m inspired by these young people. You can’t shun the youth or else how you gonna stay out here? I’m trying to be a part of this whole new revolution of R&B.
Jay Connor: Now, I’ve gotta ask the question that everyone is wondering—including yourself, probably: Jermaine gave us Life in 1472 and Instructions; Diddy just hit us in the head with one of my favorite albums this year, Off the Grid; Babyface gave us Girls Night Out; Jimmy Jam and Terry Lewis did their thing with Jam & Lewis: Volume One; when are we getting that B. Cox album?
Bryan-Michael Cox: It’s so funny you brought this up.
Jay Connor: I’m just doing my job, fam. The streets are getting restless.
Bryan-Michael Cox: [Laughs] I’ve had a few false starts. I’ll make some records, drop a song, then I’ll get busy working on other people’s stuff. But right now, I’m orchestrating two concepts. We talked about Ladies Love R&B, and how my partner Keith Thomas and I are expanding that. So I’ve already pulled together a few songs that I want to present as a Ladies Love R&B compilation. Then I also have my album that I’ve been working on for a minute, and now I’m like, “Let me jump back into some of these songs and get it finished.” The album’s changed throughout the years, but now I’ve got a concept called State of Emergency that I’m doing with another producer, my cousin Donnie Scantz. So those are the two things I’m gearing up for next year.
Jay Connor: Oh, dope! So it is coming.
Bryan-Michael Cox: We’re gonna record it at least. [Laughs]
Jay Connor: Aside from those projects, is there anything else you got coming down the pipeline that we need to keep an ear and an eye out for?
Bryan-Michael Cox: Usher’s album is coming in February. That’s something we’ve been working diligently on for a long time. He’s got some great songs on there and he’s singing his ass off. You guys are gonna be very, very pleased with the end result. And “Good Good” is No. 1 right now, so it’s great to see people embracing him. I’m working on Alex Vaughn’s next record and Summer Walker is coming. I’m looking forward to my future collaborations with Sabrina Claudio. I just have a lot of things happening. And of course, I’m very excited about Jack Freeman.