Mark Pitts
Courtesy Photo“I’ve worked with 8-tracks, digital audio tapes and cassettes to CDs and now streaming,” says Mark Pitts with a laugh while tracing his career trajectory. “That’s crazy. But I still get goosebumps,” adds the industry veteran, who doubles as president of urban music at RCA Records and as CEO of ByStorm Entertainment. The latter, a joint venture with RCA, is celebrating its 20th anniversary this year.
In honor of the occasion, former ByStorm client J. Cole notes in an email sent toBillboard, “While this industry serves up the microwaveable shit, Mark constantly reminds the world what a home-cooked meal tastes like.” Sharing his perspective in another email, Roc Nation founder Jay-Z says, “Mark is not just a great record man but a guy of high integrity. His word is his word. He still maintains the passion he had when he started; a very rare person indeed."
Pitts’ passion now is focused on helping RCA push full steam ahead on the R&B/hip-hop momentum it achieved in 2017. The label scored breakthrough platinum success stories with newcomers SZA and Khalid well as established acts such as G-Eazy, Chris Brown and Miguel. That’s in addition to garnering first-time Grammy nominations for SZA, Khalid and GoldLink.
Coming next out of the RCA pipeline is the Uncle Drew soundtrack. The basketball-themed film, starring the Boston Celtics’ Kyrie Irving in the title role and Tiffany Haddish, arrives June 29. The soundtrack is represented by two singles: the newly released "1942," helmed by G-Eazy and featuring Yo Gotti & YBN Nahmir, and first single "Cocky" by A$AP Rocky, Gucci Mane and 21 Savage featuring London On Da Track. Last month, ByStorm/RCA R&B singerRo James released the four-track Smoke EP. Second installment, the Mirror EP,is due later this spring with James’ sophomore set arriving later in the year. Fans should also be on the lookout for A$AP Rocky’s third studio album as well as debut full-length set from rising newcomer H.E.R.
As a constant guiding light behind the scenes, Pitts is stoked by “what’s going on in the culture right now.” While declining to comment on the controversy surrounding RCA artist R. Kelly, the longtime executive speaks on a variety of subjects—from the sustainability of R&B/hip-hop’s current momentum to working with his seven-member Modern Family-esque A&R team that "keeps me on my game."
RCA is enjoying strong momentum on the urban front versus a couple of years ago. What changed
We haven’t done anything different. It’s just that a lot of projects were still in the pipeline being developed. I call myself a planter and planting seeds can be a slow grind. But from that you get a J. Cole, Miguel, Khalid and SZA. When I signed Cole, it took two-three singles before he actually popped. The same with H.E.R. It’s called building. Artist development is RCA’s core. That’s where I, Peter [RCA chairman/CEO Edge] and Clive [former RCA Music Group chairman/CEO Davis] on down come from. It’s about timing and then chain reaction. Now it’s our turn. We’re taking our moment to run—and not turn back.
Will R&B/hip-hop’s streaming power and artist-signing surge eventually mirror the real estate bubble of several years ago or is this momentum sustainable?
Signings will slow down a bit as more artists are developed from those deals. However, the genre’s momentum is going to be sustainable. The culture has more control than we’ve had before. We just have to be cognizant and responsible. We still have to keep the integrity of the music and the artistry because we don’t want to water down the culture.
RCA’s roster has traditionally been stronger in R&B than hip-hop. Does the recent signing of hip-hop collective Brockhampton signal a shift in balancing that equation?
Yes, that’s the mandate for 2018-19. And we’re on it. Earlier this year, we signed a partnership with Childish Gambino and his creative agency Wolf + Rothstein to release new music this year. Also coming in 2018 is rapper/singer Gashi’s debut album. There are also a couple of other hip-hop signings that I can’t talk about yet, but they’re going to take us to another edgy level. I’m developing a young rapper named Deante Hitchcock as well through ByStorm.
What else is happening at ByStorm?
In addition to Ro James, the roster includes Miguel. We just released a Spanish version of “Sky Walker.” Miguel is also featured on Kygo’s “Remind Me to Forget,” which is giving him an international look. Now we’re gearing up to drop his next video for “Come Through and Chill” with J. Cole and Salaam Remi. Under ByStorm, I formerly managed J. Cole. We had a four-album deal, the last of which was 4 Your Eyez Only. Cole manages himself now but I’m still like the fairy god manager/big brother.
Alternative R&B artists like SZA, Khalid and Miguel are making inroads as well on the Urban Adult Contemporary charts. Is there still room for seasoned R&B stars in this climate?
Yes, there’s room. I’m a firm believer in that. Artists have to manage expectations as they find ways to retain their voice while still connecting with the culture. Usher touched on that with the song “No Limit.” It’s about being consistent; staying true to what you do. You might not be the biggest streaming artist but you may be able to do other things these streaming artists can’t do. I do, however, hate the urban AC tag. The top 20 songs on mainstream radio are mostly rap music while most of the singers are put in the urban AC column. The word adult makes artists feel like they’re chasing something old. Why can’t we call it something else like Mainstream 2.0?
What still keeps you hyped about the music industry?
I’ve been blessed to stand the test of time through the all the evolution of the music industry But at the end of the day, I’m an artist trapped in an executive’s body. I still love creating. It still gets me up early in the morning and sends me right back into the office at 7:30 a.m. the next day, operating with the same drive. Working with and watching my young A&R team keeps me on my game. My team is like TV’s Modern Family [laughs]. Everyone is dope in their own way. It’s like I’m in school again learning but at the same time I’m giving knowledge. And analytics aside, there’s no chart for the goosebumps, the special feeling you get for an artist and his music. Until that flame goes out, I’m going to be doing this until I can’t do it anymore.
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