RoccStar built his name in music, writing and producing for top artists and earning Grammy recognition along the way. Now, he’s taking that same drive into the tech world. In this interview, he talks about launching his own wireless brand through a major partnership with T-Mobile, making him the only Black-owned company in the space with that backing. RoccStar explains why ownership matters, how his background in music shapes his approach to business, and what fans can expect from RoccStar Wireless. From affordable plans to exclusive artist access, he’s aiming to shake up the industry while showing creatives what’s possible beyond entertainment.
You built a name in the music industry as a Grammy-nominated producer and songwriter. What inspired you to leap into the business world?
Specifically, in the telecom space, technology allows for creating devices and various attachments, extending beyond music. While music is one form of creation, technology opens up a broader range of possibilities. I’ve always been fascinated by numbers and tech, focusing on futuristic elements. My interest in technology goes back years, and in 2013, we won the CES award for the most innovative tech with our dual-screen phone. That was the moment I fully committed to the cell phone industry. I’ve been involved in tech for years, consistently pursuing innovation in various areas.
Tell us about your new wireless brand in the partnership with this major mobile carrier. How did the deal come together?
Currently, as the only black-owned cell phone company partnered with T-Mobile, I am proud to be pioneering in this space. After careful consideration, my company decided to re-enter the MVNO market. Initially, we focused on selling devices and managed to sell over 200,000 units. However, when COVID-19 hit, device availability dropped, and prices went up. As a result, we started talking with companies like T-Mobile to rethink our approach to technology. During these discussions, we were encouraged to explore opportunities in the MVNO sector, using my public profile to help make an impact. Embracing this idea, we shifted from just selling devices to offering a full range of services in the MVNO space.
Many artists talk about ownership, but few make moves like this. Why was building your own brand rather than endorsing one important to you?
One prevalent issue we face in our community is ownership. Ownership is critical, and for me, if it’s not an equity play or a complete ownership opportunity, I’d rather build from scratch. Everyone who is savvy in this field has an exit strategy in mind. Being one of the youngest Black owners of a publicly traded company, I’ve always been invested in reverse mergers, shells, or pink sheets leading to the Nasdaq. It’s all about reaching the Nasdaq and ringing that bell. Ownership has always been my focus; it began with my music career, where I prioritized owning my masters instead of selling out for publishing deals in certain situations. I’ve consistently emphasized ownership, and the person who instilled that belief in me was Chris Lighty, my first manager- rest in peace. I’ve been committed to ownership my entire life, but now I’m more focused than ever; everything needs to have ownership attached to it.
How has your experience working behind the scenes with some of the biggest names in music shaped the way that you approach building a company?
You may encounter various challenges and obstacles. It’s important to develop a personal relationship and create a narrative around it, then execute your plan. This approach is similar to how I work on a song with artists like Chris Brown, Fergie, J. Lo, Rihanna, and Post Malone. It involves studying the product or artist, understanding where I can contribute, and identifying the best experience for them. The goal is to offer something unique and innovative, such as introducing a new sound. For example, with “Fine China,” we brought back authentic live instrumentation that was uncommon at the time, amidst a landscape of electronic music from artists like Skrillex. The aim is always to approach each project in a unique way.
I use that same approach in technology. I just want to be the first to do things. I try to be the first to do things. I mean, obviously, there’s somebody somewhere that did it. You know, the world is a big place, but I try to be the first one to be noticed in the space.
How do you hope this venture will set an example for other creatives?
I just want people to know that there are bigger things outside of just music, even though we’re musicians. Music represents only one facet of our capabilities. When you’re thinking about Marvel and Disney films, you’re thinking about people turning dreams into stories and those stories into movies. There are a lot of things that once you think about them, you speak them into existence, and you start walking and moving towards them; the manifestation is next level. I just want people to know that I can manifest things. You can manifest things like a cell phone company like Ryan Reynolds, where you get a 1.4 billion dollar exit on a Mint Mobile. Do you know how many movies he would have had to be in to get that type of exit? He was just an actor, and if he stuck to that alone, he wouldn’t be in all these different lanes and bringing in all these different kinds of revenue. That’s kind of where I’m at with it now.
With everything that you’re doing and all the different hats you wear, how involved are you in the day-to-day operations and decision-making of the wireless brand?
I am deeply involved in this venture. I maintain direct communication with key figures like the CEO of T-Mobile and Dan Ferguson, the head of the MVNO space. Building strong personal relationships is crucial to me. I have never been the type of producer or writer who sends records from afar. Every placement I’ve achieved, selling over a hundred million records, has been through direct interaction with the artists. This personal connection and experience are essential for me. Similarly, I apply this approach with executives. Nurturing relationships is necessary to create a significant impact and innovation. I believe that involvement at a personal level is key to making a difference. I make everything my baby. I don’t know if you’re aware, but I’ve also just launched a new social media network, which is basically the new Instagram, and that is a big situation. It’s called Trinity Social. I’ve been coding intensely to combine the best features from various social media platforms based on personal experience.
I just like to be involved directly. I have to be involved. I have to be in the mix with everything I create. Whether it was scoring 50 Shades of Grey or what I’m doing with “The Proud Family” for Disney. I’m heavily involved. I need all the information. I need a complete understanding so I can go in and execute the plan.
Can you share any insight into what the consumers and fans can expect from your wireless brand?
I pride myself on making sure that everyone can afford their cell phones, pay their bills, and still save money. People are paying three to four hundred dollars for their cellphone service. I said, okay, we’re going to create a service where we cut our profits tremendously to ensure people can have affordable cell service. So, having cheap, affordable plans is one thing you get from us. But also, being able to connect to the rock stars and people you wouldn’t typically have access to, like getting a backstage pass at Rolling Loud, early album access, album releases, listening parties, live streaming listening parties, and early concert tickets. We’re the only service that offers exclusive access to your favorite artists, connecting them to fans. You’re just paying your cell phone bill, but we’re adding as many perks as possible. That’s why it’s RoccStar Wireless, unlike anything else.
Last question, looking ahead, how do you see this venture changing the way artists and entertainers think about ownership investments and influence beyond entertainment?
I think that is going to motivate a lot of people to emulate what’s going on when they start creating. I think people are going to understand that in this day and age, you need multiple ventures and multiple forms of revenue. You need to expand on your creativity. I have a bunch of lines in the water, but I also make sure that I understand everything about being a fisherman before I jump in the water, expecting to catch a shark. You must have a fundamental understanding of the whole thing. I think people will study this and understand that there are huge opportunities out there for anyone who really wants to create something legendary, as long as they’re not scared to jump into a space, no matter who dominates it at the moment. That’s what I hope my accomplishments inspire.
Be’n Original
