big in the game plugged
started out as an artist, then turned
choreographer. I was the first artist
signed to LA Face Records. I was in
a group and that didn’t work out,
however L.A. Reid and Babyface
kept me on staff so I could help
choreograph and develop their
talents.’ Those talents included
Pebbles and international award-
winning girl group TLC, who he still
cites as his friends.
Father figure
Since then he has gone on to work
with Toni Braxton, P. Diddy, Mariah
Carey, Mary J. Blige and more. He’s
most known for discovering
multi-platinum singing/rapping
sensation and recent business
partner Akon. In their initial meeting,
The Complex is one of many ‘Akon came by my studio and played In an effort to increase his profile
ventures under the Upfront umbrella. me some music,’ recalls DeVyne. ‘I this side of the water, DeVyne plans
There’s Dreamland, an 18,000 loved his sound and the tone of his to franchise The Complex overseas
square foot mansion situated just voice, but Akon went on to do a deal and tap into some UK talent. This
outside of Atlanta, which caters to with Elektra records. He later got should be considered good news, for
weddings, exclusive functions and dropped then came back to Upfront the general conception in Britain is
private events. Then there’s Upfront but was more interested in the that in order to succeed as an artist
Records – he is on the verge of business side of things. At that point from the UK, you need an American
launching his first ever girl group we became friends.’ production or management team
called Krave. Then there’s Cartel Stephens wasted no time in behind you. ‘I disagree,’ exclaims
Management, under which producers nurturing and grooming Akon into the Stephens, ‘we broke Lady Gaga in
Jazze Pha and Dallas Austin are superstar that he is today. ‘It wasn’t the UK and the breakout market for
signed, Upfront Digital Media, just the talent aspect of it,’ explains a The Pussycat Dolls was in the UK.
Spotlyte Agency and Upfront Films modest Stephens, ‘I also groomed Right now music is so global and the
Production Company. Not bad for him into making the right decisions fact that we have the internet now,
someone who clawed his way and into becoming a man. Akon was with a click of the button everybody
through the poverty-stricken projects in a bad situation growing up, living a gets it. Of course you’ve got to have
of College Park. life of crime so I kind of mentored him talent but it’s essential that you have
It was during these rough times to focus more on his craft rather than the right team behind you, that
that DeVyne started channelling his spending his energy and his time actually believes in the project
energy into music and dance. ‘I doing the wrong things.’ regardless of where you’re from.’
Motown mogul
As well as working incredibly hard,
Stephens manages to make his job
and everything and everyone else
around him look and feel incredibly
sexy. He mirrors his business style
on the legendary founder of Motown
Berry Gordy and from his streamlined
office space to his immaculate
business attire, Stephens’s sagacity
and overall swag oozes
fabulousness. In his unstoppable
approach to taking over the world,
we invite you to join us on his
inexorable ride.
There’s more on DeVyne Stephens
and his artists on Julia’s blog – on
www.flavourmag.co.uk
www.flavourmag.co.uk 055
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