Grayson Mask: My first question is about your background. Are you a Dallas-Fort Worth native? Where did you grow up?

Jaymie Bates: Actually, I grew up in New Orleans. I was born and raised there. I was working in PR there. But after Hurricane Katrina, my career path led me to Texas.

GM: Interesting. Before Katrina, did your PR work involve musicians? What kind of talent were you collaborating with?

JB: Before Katrina, I was a media correspondent. I covered red carpet events, Essencefest, and other city festivals. I did some minor tasks for artists, but not on the scale that I do today.

GM: I understand. Could you tell us more about your experience with Katrina? Were you able to evacuate easily? What was the situation like?

JB: Initially, my family and I were planning to weather the storm. However, as news of its severity became apparent, we realized we needed to evacuate. I was also pregnant at the time, so it was crucial for us to leave. We planned to go to Irving, Texas, but we ran out of gas on the way and ended up in the East Texas area.

GM: I see. Was the initial plan to head to Irving because you had family there? Can you tell us more about that decision?

JB: Yes, my aunt had recently moved to Irving, Texas, so that was our intended destination. However, we never made it. I remember the journey vividly. My mother had a Cougar, a small sports car. It was packed with my mother, my grandmother, my aunt, myself with my seven-and-a-half-month pregnant belly, and my brother and sister. Despite the cramped, uncomfortable conditions, we managed to get through it.

GM: Indeed. So, once you found yourself in East Texas, at what point did you start to reestablish your professional life similar to what you were doing before?

JB: To be honest, I feel as though I’m still in transition, even after 18 years. The events that unfolded in New Orleans affected everyone deeply, regardless of whether they stayed or relocated. We’re all still in a phase of adaptation. I mentioned in a previous article that I still feel like I’m living out of a bag, simply because that was our reality for a while, and it has stayed with me. It’s been challenging to fully move forward from that experience.

Regarding my work in media, I only restarted a couple of years ago. I had to ask myself if I was ready to dive back into it, and it took me some time to answer that question affirmatively. The cultural difference between Texas and New Orleans was another significant factor in this transition. New Orleans has a unique flavor that can’t be replicated elsewhere. Moving from New Orleans to Texas required a significant shift in mindset. You have to adjust to the local pace and way of life, which can be very different from what you’re accustomed to. Even the food is different, although I fortunately know how to cook New Orleans cuisine, so that wasn’t a significant issue. I only recently resumed working with the media and artists a few years ago. Interestingly, it felt as though I picked up right where I left off, as I’m deeply passionate and invested in this field.

GM: Considering the distinct cultures of New Orleans and the Dallas area, did you find it necessary to explore different venues, festivals, or entertainment to get acclimated?

JB: Indeed, moving to Texas from New Orleans put me in an entirely different environment where nobody knew me. I felt like I was just a small piece in a big melting pot. Therefore, I had to make an effort to establish my identity as Jaymie Bates, as Mrs. Nawlins. I showed up at various events because I’m a social butterfly; I don’t consider anyone a stranger. I believe I stand out in a crowd. I try to make sure that after conversing with me, you remember who I am. Even if we don’t cross paths for years, you will recall our conversation.

When dealing with my artists, I aim to make them as comfortable as possible. That’s my approach to interviewing as well. I want it to feel as if we’re just lounging in the living room, having a casual chat. I don’t want the conversation to feel superficial or tense. I avoid intrusive questions about personal matters like finances, focusing instead on understanding what’s happening in their lives. I encourage my artists to focus on their craft and personal life while I handle the logistical aspects. That’s my motto, “You focus on you, and let me focus on you.” I find that’s where people often lose their way, especially artists when dealing with management or PR. Sometimes, their agencies or managers fail to do what’s necessary. So, I tell them, “No, you focus on you, and let me take the guesswork out of your work.” It’s as simple as that.

GM: As you interact with these artists, do you recall the first one you signed with your organization in Dallas?

JB: The first artist I signed isn’t from Dallas, but rather from New Orleans. Her name is Casme, and she is a Gumbo artist. She’s a joy to work with and be around. My first artist from the Texas area would be C Free, a rapper and lyricist from the Tyler, Texas, Longview area. He’s wonderful to be around, and witnessing his growth from performing in malls to his current success has been extraordinary. All of my artists are fantastic.

GM: You mentioned relieving some of the burdens for the artists by taking care of things they don’t need to worry about themselves. What are some of the things that the artists appreciate you handling for them on a daily basis?

JB: One significant relief for artists is not having to communicate with everyone all the time. This tends to be a major hurdle that can make them nervous, mainly because they already have a lot going on. Between studio time, meeting deadlines, and trying to focus on their craft, they can’t afford to be constantly distracted by phone calls about bookings, contracts, riders, and other logistics.

I liken it to maintaining order in my personal life; if my house is a mess, my mind won’t function well. I need stability and order. Artists, too, need this sense of order to avoid those blank spots that can occur when they’re overwhelmed by too many responsibilities. They need to focus on their music, not worrying about bookings, contracts, ensuring correct airfare, or hotel accommodations.

Sadly, many artists are left to handle everything themselves, which I believe is an area where they’re underserved. It’s a stark contrast to how things used to be when managers used to care more for their artists. These days, it seems like artists are left to fend for themselves, which makes it harder for them to progress.

GM: What are your current goals for your brand? Are you actively looking to sign new artists or working on other projects?

JB: I’m always open to signing new artists. However, I’m particular about who I work with. The deciding factor for me is how dedicated the artist is to their craft. I receive many phone calls and emails, and I usually start by having conversations with the artists themselves. Based on these conversations and what I see from their Instagram pages, I can gauge how serious they are about their craft. It might not lead to a signing right away, but it could be a possibility in the future.

When an artist needs to work on certain aspects, I give them feedback and suggest they come back after addressing those issues. The industry we’re in is rapidly evolving, and you need to keep pace. If you’re slow, opportunities can pass you by in an instant. Every ‘I’ needs to be dotted, and every ‘T’ needs to be crossed. Artists need to be strategic in how they navigate this fast-paced environment.

There are numerous factors to consider when managing artists, and everything needs to be perfect across the board. Social media has become the biggest free platform for artists to build their brand. While radio is still valuable, leveraging social media is essential. The key is to strike while the iron is hot and maintain that momentum. Many artists let things cool down, but it’s crucial to consistently engage with your audience to keep the algorithm working in your favor.

As for what’s next for HerShe Management, our focus is getting our artists involved in more festivals, radio runs, and promotions. Right now, we’re preparing for the upcoming Essence Festival. Casme and FreshxReckless will be participating, and there’s plenty more happening that weekend in New Orleans alone. C Free also has a concert coming up in Tyler, Texas. I’m always working on something – my mind never stops.


GM: I remember reading about some of your artists achieving significant Spotify streams. Could you share more about that success?

JB: Yes, FreshxReckless are definitely booming right now. They’re all over Spotify and TikTok, with over 2 million views on their songs. They are leading the pack right now. C Free just did a freestyle with Platform and Rap Economics, which has put them in the top tier. As long as I stay focused, their success will continue to grow, along with HerShe Management.

That’s my vision: for HerShe Management to continually grow. My goal is to get one of my artists signed with a record label. Currently, Briki Fa President, a talented lyricist from New Orleans, is one of the artists I’m working to get signed by the end of the year. My aim is also to get Casme and FreshxReckless signed. I’m even trying to establish a partnership with Fashion Nova for them. There are a lot of things that I’m working on, and it’s no easy task. People may think that what they see on social media is the whole picture, but it’s not. It involves a lot of emails, phone calls, negotiations, double-checking, and networking. That’s why my motto is, “I’m going to take the guesswork out of your work.” Because there are numerous channels you have to navigate to get to the right people or to send an email to the right contact in order to achieve your goals. I credit my upbringing in New Orleans for putting me into motion and shaping what I’m doing now. My experiences growing up in Algiers, witnessing all the amazing things in the city of New Orleans and being involved, put me in a different mindset that has ultimately changed the trajectory of who Jaymie Bates is today.

GM: It’s impressive to see how much your roots and experiences have shaped your journey and the drive you bring to your work every day. With all the artists that you’ve guided and are guiding, your hands are full and it’s evident that you’re passionate about what you do. Jaymie, before we wrap up this conversation, can you tell us where people can find more about your work and HerShe Management?

JB: Absolutely, you can check us out at www.hershemgmt.com. There, you’ll find information about our current roster of artists, the services we provide, and the latest news on our events and projects. We also have a strong social media presence where we constantly update on our artists’ milestones and upcoming events. We’re always excited to connect with more people who are passionate about music and appreciate the craft of the artists we manage.