INTERVIEW: @KingBiggsSOL x @InnovoEnt

If you’re a listener of Jamaican Hip Hop, you might be familiar with the Rapper/Producer and now Entrepreneur Julian Morrison a.k.a. “King Biggs“. Affiliated with the Sons of Liberty collective and Equiknoxx Music, Biggs has made room along with his song writing and production for Innovo Entertainment. I’ve had the chance to chat with him recently about this new venture, his aims for it and future endeavors.

13thStreet: King Biggs, you’re known in the Jamaican Hip Hop circles as a Rapper, Producer and a part of the Sons Of Liberty collective, now you’re dabbling in a new venture. What is Innovo Entertainment?

KB: Innovo Entertainment is a brand that produces interactive entertainment experiences for adventurous and tasteful young Jamaicans. It will produce parties but that won’t be the flagship. New entertainment options such as fitness challenges, entrepreneur expos and events celebrating international culture will give people something else to do other than party. The ethos of Innovo Entertainment is the celebration of the effects of Globalization on 80s and 90s babies in Jamaica. Most of the events involve activities so patrons don’t come and stand still, they’re a part of something unfolding before their eyes.

13thStreet: What made you decide to start this venture? When was the idea brought into existence?

KB: I was at home one afternoon playing GTA 3 after releasing my album and I had an epiphany. I’ve realized that music wasn’t feasible as a standalone career, which is why most artistes start their own ventures of which there is a plethora of examples. The digital era has changed the way people perceive and consume everything, so many goods are becoming more experience oriented and less tangible. That’s why buying a CD, comics or music made more sense in the analog era, and now in a digital world people will mainly pay for experience driven products like a live show or concert. It’s just the time we’re in, and I don’t want to sell shirts and do shows for a living. I won’t knock anybody but it’s just not for me. GTA showed me how relationships affect your future and it’s all about having the right people in your corner. Starting small and working is good for a stable growth rate, because we eat by our reputation. I always heard people complaining that there isn’t anything to do other than go to parties or a friend’s house, so Innovo is here to give new options.The Innovo story is at InnovoEnt.Tumblr.com just in case I left anything out.

13thStreet: Being a new contender in the Entertainment field, what aims do you have for Innovo Entertainment and how do you wish to make your presence felt?

KB: Truthfully I’m not looking to compete. I’m here to just build my community, the ‘Innovo Club‘ by evolving and innovating in the entertainment space. People are craving for tasteful, fresh experiences and I’m answering the call. I’m not ‘Party Promoter #3,979,888‘ if you get my gist. I’m a creative, strategic serial entrepreneur that enjoys entertainment. I’ll build a genuine and intimate bond with a few cool kids then expand over time.

13thStreet: Are there any companies or Individuals you look up to?

KB: Ha ha, I actually made a list recently. I highly respect BMW for being innovative but still masterful in their approach. An example is when they came out with the X6 in 2010 and it was met with mixed reactions. Many car enthusiasts said if was hideous, impractical and useless. In five years later in 2015 upon the release of the second generation of the X6, Mercedes released the GLE Coupe which a direct substitute to compete with BMW. That shows true brand leadership. I admire RedBull, Dream Entertainment and Apple for becoming lifestyle brands that create clans of followers versus the traditional customer. It’s not about capturing everybody, but about having a deep connection with the right people. I admire Bathing Ape for the same reason, as it moved from a niche Japanese brand for Influencers/’Cool kids‘ to dominating the US and UK street wear market within 10 years. I look up to Jay Z and Arnold Rothstein for being great serial entrepreneurs. It’s about the right balance between strategy, influence and timing. I aim to be opportunity oriented versus problem oriented.

13thStreet: Being a Rapper, Producer and now Entrepreneur, what challenges have you been facing?

KB: Well number one is the unstable economy. It’s tricky to do business in a place where you’re over taxed, inflation is always in double digit areas and financial institutions don’t support entrepreneurship. Some others include have been doubt from people close to me, but calm waters don’t make great captains. I’ll build a memorable brand regardless of what lies ahead. In the end it’s about the story.

13thStreet: What upcoming events do you have planned? How different would they be from the other companies out there?

KB: #BiggsHouseparty and #TurnUp are up first on the list I don’t really intend on doings what’s already done. Other companies insist on a ‘set formula’ based on ‘what di people dem want’ and are obsessed with competition. The main differential is that I’m focused on building my special core audience and that I care more about the consumer than the competition, which is the reverse in Jamaican business culture. Most of the experiences would be either new, rare or an altered/themed version of what’s already available. I remember asking a patron at A-List how she felt about a hip hop party and she snapped saying “NO! Only EDM, Dancehall and Soca can work as one genre parties in Jamaica!“. This is after singing hip hop songs word for word for over an hour by the way. It’s all about who is behind the brand because if it wasn’t for Bankay, I’m sure nobody would believe in a Major Lazer concert being successful in Jamaica. The result speaks for itself, 2 years and over 5,000 patrons later.

13thStreet: Any final thoughts? How can persons reach Innovo Entertainment for business?

KB: I look forward to sharing my best work with my audience and doing my best. I sincerely appreciate everybody who has been supporting me so far in all that I do. I am @KingBiggsSOL on instagram and twitter and I can be emailed at jcmorrison91@gmail.com. The Innovo accounts are: IG: @InnovoEnt Twitter @InnovoEnt