Russell Simmons, Sean Combs, Damon Dash, Percy Miller, Bryan Williams and Shawn Carter. These are some of the names that come to mind when we think of hip-hop’s pantheon of self-made moguls. These men helped to revolutionize the entertainment and fashion industries with their shrewd business moves– thus inspiring a younger generation of go-getters to do the same. Young bosses on the come up like A$AP Yams, Madbury Club’s Phillip Annand, and today’s “Hey, You’re Cool” subject, Josh Peas of Peas & Carrots INTL, have learned to leverage their knowledge of culture, fashion, and music (as well as their social media presence) to carve out their own unique career paths and create their own brands. Mass Appeal’s Timmhotep sat down with Josh Peas to talk about how he’s made his Los Angeles kid’s lifestyle a business.
Mass Appeal: Who are you, sir?
Josh Peas: Josh Peas. Ain’t shit funny.
Mass Appeal: How do you describe what you do?
Josh Peas: I don’t very often but, I don’t know, I do a lot of shit. I manage an artist [Casey Veggies], I work with a clothing line [Peas & Carrots]. I build brands.
MA: Let’s talk about brand building and how you got your start as a brand builder because you’re a relatively young person.
JP: Yeah, I’m 23. I got my start being a kid who was interested in hip-hop and the culture all that stuff. Not even just the music but just the way people talk, the way people dress, the way they interact with people who aren’t in their culture, the way they interact with people who are in their culture. It’s a real culture and there’s a real science to it, just like any other culture so I will always be interested in it and I’ll parlay with that, managing artists and starting a clothing line.
MA: Would it be appropriate to call you a cultural scientist as well?
JP: Yeah definitely. I’ll accept that. [Laughs]
MA: One thing I’ve always respected about you is that you’re an actual, real student of the game. Now, more than ever, we’re seeing young people–who really study and are not just fans but are participants in it– rising to the top and running shit. You know there’s that “young niggas run everything ” saying. I think there’s a certain type of “young nigga” who runs everything. It’s the person who’s business savvy, who’s savvy about social media. Someone, who is really aware of all the stuff that’s going on. Talk about your entrée into hip-hop and how you use social media.
JP: Hip-hop is all around me. My older brother, my cousins they were always big into hip-hop. A lot of my family is from the south. My older cousin he was big into all that southern shit like No Limit; he had every No Limit CD and that crossed over to my brother because he lived down south for a couple of years. It came back to LA with them and that was my shit– No Limit Records–that was the greatest shit ever. Then I started fucking with Cash Money. I was on the Lil Boosie early.
MA: Let’s talk about Casey Veggies. Let’s talk about how you guys met and what you saw in him that made you say “Alright man, this dude is going to be dope.” This young dude, ’cause he’s like 19 now. Obviously you’re young too but you identified something early.
JP: He was just relentless. that’s one thing I’ll say. When we were in high school, I was in the ninth grade maybe and Casey was in the seventh grade maybe. He was always hanging with the older kids like always around us. We had a little prep gang called “Priceless.” He was the youngest member and he was always around in the area. He was rapping on his own. He was fucking with Tyler [The Creator] and shit. And then, I remember one day he freestyled for us, this was at school. I’ll never forget it was like “I kick flows like karate!” He didn’t even finish his bar. We was just laughin’! So it was just funny he did that and then a couple of weeks later he came with this young called “The Cool” over a MF Doom track. I can’t remember which one but that shit was hard as hell and we put it on MySpace. You asked how I got into social media – MySpace [is the answer]. That was how we connected with everybody. We put the song on his MySpace page and shit started bubblin’ people started responding. We never really said, “I’m your manager, we about to manage you.” We just kind of moved together and it was how it worked out. That was the beginning really it was just MySpace. That’s how I met Tyler. That’s how I met him [Anwar Carrots] That’s how I met all those kids.Next Page –>