Here Comes the Day!

Our One on One Interview with Wendy Day Founder of the Rap Coalition

Interview by Rahiem Shabazz

Who's that girl? That's the question that many people have been asking the last few years about a Caucasian woman who was named as one of Hip Hop's 30 most powerful figures as named by the Source Magazine. Well here's the reason why. She single handedly negotiated the awe-inspiring joint venture deal with for Twista with Atlantic Records in 1996, which was called "the best deal in the history of Black Music" by both the Source and Rap Pages. She managed to top her own record with the now renowned $30 million dollar deal for Cash Money with Universal. Contrary to what the press says about other labels Cash Money is the only label in urban music that currently owns 100% of their masters. Day also negotiated a $2 million dollar in cash upfront line, a hefty line of credit to run their company autonomously and promote their record releases throughout the year, AND get the most favorable split possible: 80% to Cash Money and 20% to Universal. The time period was for 3 years and they would be able to leave with the masters and their artists without the new attorneys for Cash Money called her to say they couldn't find any areas to renegotiate in. After two years the deal has garnered Universal $17 million and Cash Money in excess of $75 million. Ironically Wendy had to sue Cash Money owners Bryan and Ronald Williams because she was not paid for her incredible efforts.

Here is our candid talk with a woman who understands the intersection of Hip-Hop culture and business better than most people in the music industry.

IS: You seldom grant interviews to the media. However, you decided to sit down and talk with Industry Status Magazine. Why is that?

Wendy Day: Because you are based in Atlanta and that seems to be the one place where folks are confused about what it is that I do.

IS: So tell me how did the Rap Coalition begin? Take us from its humble beginning up until now?

Wendy Day: Rap Coalition started in 1992 out of disgust for the way labels were treating my favorite artists. I was a fan first and foremost (since about 1982 or so), and when I heard X-Clan and Eric B and Rakim got jerked by their label, I was devastated. So I decided to start Rap Coalition. No one believed it could be done, and most wondered why a seemingly sane white girl would WANT to run a not-for-profit organization in rap, but after a few years the doubters waned.  After breaking numerous deals for artists year after year, and doing panels about good and bad deals for years, I decided to take some of what I had learned and put it to use in negotiating artists into good deals. It seemed a better use of my time.  So I learned what the labels are looking for, and deliver it to them, preferably with leverage. That's what makes my deals so exceptional--I bring labels what they want, but first I set it up so it shows that it's successful and worthy of the label taking a risk. In most cases this involves helping artists put out their own records.  I've been very fortunate in that the first deal I was involved with was Master P's No Limit deal at Priority, and the first record I ever helped an indie label put out was Do Or Die's Po Pimp. 

The downside is that many of the labels I've helped achieve tremendous success have jerked the artists signed to them. It's sad and unfortunate, and the labels end up self-destructing.  Can't put out records when your artists have jumped ship.... It sucks to have helped do the P deal, and then had to pull Beats By The Pound and Fiend away from No LImit due to payment issues. Same with Cash Money....great deal, but to have BG come to me 5 years later and show me he has not been paid properly is disheartening.

IS: Name some of the other artists who you have been instrumental in helping in the music industry?

Wendy Day: Why? Does it matter who I have helped in the past? This is why the music business is so fucked up today. Without name dropping and hype, we don't deem people a value. I hate that.  Anyway, I don't want you to think I'm being antagonistic, so the answer to your question is Cash Money, Master P, C-Murder, Freddie Foxxx, Tupac Shakur, DJ  DMD, Twista, David Banner, Do Or Die, Eminem, and I've done some (limited) stuff with Nelly's camp, UGK, and Snoop's camp. And I've done a whole lot of stuff with folks you've never heard of.... But in this industry we focus so much on the glitz and glamor, and at the end of the day, all that shit is bullshit. It's just hype. The real power players are behind the scenes and stay there.  My agenda has not changed since 1992-- Rap Coalition gives artists a place to turn when they are being unfairly exploited, and in a handful of cases when an artist has unbelievable leverage, I've been able to get them a super deal, but I can count those super deals on both hands....they are few and far between.  The agenda has never been about getting dap, accolades, money, or press (fame). That stuff is all bullshit to me.

IS: Having a background in the music industry plus networking skills is certainly essential but, what else is required to do what Wendy Day does?

Wendy Day: Patience and incredible listening skills. I have to be a psychologist, a marriage counselor, a friend, and a manager. Organizational skills, management skills, research skills, and communication are necessary.  Being organized helps, too.

IS: What are the qualities of a good negotiator?

Wendy Day: The qualities one needs to be a great negotiator are listening skills, understanding, and caring. A great negotiation is only one where both parties feel they are walking away with a great deal. It's a matter of communicating what you have, what you want for it, and what you are and aren't willing to give up to get it.  And more importantly, it's hearing what the other side has, what they want, and what they are and are not willing to give up to get it. From that point on, it's purely give and take til you get a deal you can both live with!

IS: Many artists have benefited from your help the latest to emerge is David Banner. He secured a $10 Million dollar deal with your help. However, there were no widespread reports of this in the media. Why?

Wendy Day: Because I do not have a publicist nor did I see a need to send out a press release. My agenda is not to prop myself or to get accolades for what I do. My goal is to help artists and get them the best deals possible, which I do. I find that the folks who need to hype up what they are doing don't really have much substance to what they are doing. I believe in doing my work, helping folks, and keeping it moving.  There is no room for hype and publicity in what I do. I am the opposite of Al Sharpton and Jesse Jackson. I make moves regardless of whether the cameras are rolling or not.

 IS: You have helped many artist get news worthy deals and negotiated on behalf of Artist to get out of not so good deals. This must certainly breed contempt and misunderstanding with CEO's and certain Record labels. Tell us some of your experience, if any?

Wendy Day: If they do have contempt for me, they keep it to themselves. Many of today's hottest acts come through my office, so even if they don't want to deal with me, they have to. Also, there aren't many majors jerking artists. There are only majors who suck at what they do and want to be better. They see I am helping almost all of the hot indie labels around the country...I must be doing something right. Why hate me when they can tap into me and make more money?  They see me helping regional labels turn a $100,000 investment into 75,000 units in sales (that's $600,000), and most of the majors can't even do that. They seem to watch me in awe, not contempt or resentment.

As we can also see from this informative interview, Ms. Wendy Day is a major player when it comes to deal negotiation in Hip Hop. From underground MC's to the biggest label executives, Wendy Day knows them all and understands what makes them tick. Not only that she is an activist and has made it her life's work and mission to educate and empower Hip-hop artists to control their creative works. Though Day steers away from publicity we can all learn from the experiences and monumental deals she has been responsible for. We can also learn from her tremendous work ethic, commitment to being the best at what she does and her tenacious spirit, all of which make her an impossible figure to forget. So don't look now Here Comes The Day!