Lonnie Deadwyler is an entrepreneur, restaurateur, and music executive a Chicago native who launched his career as a kid working in radio. He studied theater at Milwaukee High School of the Arts after leaving school he signed a deal as a rapper in a group called Stumbol to an indie label that had distribution with Tommy Boy Records. After moving to Atlanta he developed a passion for managing artist songwriters and producers. He begin working alongside of Grammy award-winning music producer Dion “NO I.D.” Wilson with his partner Pacino Malcom. That led him to partner with another Grammy award-winning music producer and songwriter Elvis “Blac Elvis” Williams (who produced hits for Beyonce, Ludacris, Ciara, Kelly Rowland, Fergie, Rich Boy, Kelis, Nelly, Pussycat Dolls, Mario) and Grammy award-winning songwriter Harold Lilly (who has written songs for artists such as Alicia Keys, Beyonce, Brandy, Angie Stone and Luther Vandross) Lonnie managed Elvis and Harold’s music label called Mars on Sunday. He was credited as co-Executive producer on the Gospel legend Paul Porters album “F.R.E.E.” released on Motown Gospel records. currently he manages several artist Hip hop Legend Tela former suave house and rapalot records artist the rapper Dae Dae known for his two hit back to back singles “wat u mean“ (aye aye) and “spend it” and the new Tallahassee King of freestyles Jimi Nu. a respected thought leader in the music business he has now launched LiFe GaMe Global using his years of knowledge relationships and resources he’s here to empower with a purpose.
BSM: What inspired you to found Life Game Global, and how did your background influence the company’s mission?
Lonnie Deadwyler: “I seen a need for artists, song writers’ producers and for independent labels overall. With the music industry becoming more independent driven. its where the majors are not doing anything for artists and where the artists must do for themselves. I mean you just cannot be talented anymore. Artists must become entrepreneurs they have to run their business. A friend of mine Kevin Shine coined the phrase indi-preneurs. Life Game comes in with our experience and we offer label services. our team helps their team. For instance, we become their A&R admin making sure their metadata is accurate because inaccurate metadata equals inaccurate royalties or missed royalties. We do tedious work. I mean Some of these guys are just creatives they do not want to handle the business, or they just don’t have the patience to handle the business. So, allow us to come in and assist you. on top of that we help them with getting the right distribution, getting advances and introducing them to financial advisors to help them to secure their future.”
BSM: Can you explain the importance of metadata management for independent artists and how Life Game Global helps artists stay on top of it?
LD: “Meta data Is your digital assets, you have your Basic Metadata, Creator Metadata, Technical Metadata and Marketing Metadata. This is all the information that is involved in the release of a song. It includes things like the song title, the artist’s name, the producer’s credit, the writer’s credit, the ISRC code, UPC code, publishing info, mechanical info and more. If any of this information is enter in wrong, spelled wrong it can prevent you from getting paid fully or not getting paid at all. This metadata must be shared properly across multiple platforms. At life game we have implemented a dual verification process, making sure the metadata is accurate and that the registrations are registered across all platforms where they need to be. Just don’t rely on the DSP’s to do this for you.”
BSM: Life Game Global offers royalty advances to artists. How does the company ensure that artists retain full control over their master’s while still securing funding?
LD: “It is several ways contractually that it can done. You can include provisions in the contract that allow the artist to retain ownership and control over their masters. You can include a master reversion clause. The artist can grant them a license to use their master recordings for a specific period and It’s also important to ensure that the artist receives a portion of their royalties, even while the company is still recouping its investment. Each situation is different and can be customized to fit the artist’s needs.”
BSM: In your opinion, how has the role of independent artists in the music industry evolved over the past decade, and how does Life Game Global adapt to these changes?
LD: “Technology has made it much easier for independent artists. Artists have more access to beats with places like YouTube, because it use to be tough to find producers. It used to be expensive to go into the studio, when now you can record on your phone. Songs used to be 3 and half minutes long, when now they are just 1 min and a half long. It is easier to reach across the world with just the push of a button on your phone. At life games we try our best to stay ahead of the curve. We explore new technology like Ai, and we figure out ways to use it for our advantage.”
BSM: What unique services or strategies does Life Game Global offer that differentiate it from other companies in the music and entertainment industry?
LD: “It is in our process. It is how we do the things that we do. We handle the tedious work so we have to have quality control, and our dual verification process ensures that we are accurate when it comes to registrations being registered across all platforms. We are advocates for creatives, so we are always looking out for the best interest of the artist, songwriters, and producers.”
BSM: How does Life Game Global support artists in securing sync deals for TV, movies, video games, and commercials?
LD: “We have relationships with music supervisors in and outside of the music supervisor’s portal.
being in business for a while and dealing with some of these guys we get a heads up on what is coming down the pipeline. It is an advantage where we are not pitching in the dark, we get an idea of the mood music or the vibe that they are looking for and once again, it is about relationships.”
BSM: How does the company manage the balance between digital and physical distribution, and why is it important for artists to engage with both?
LD: “Our distribution offers both and it is important not to leave any money on the table. A Super-fan will purchase vinyl especially if it has an exclusive song on it. These days it is like having another piece of merchandise.”
BSM:. What advice would you give to an up-and-coming artist looking to take control of their music career without relying on major labels?
LD: “I would be honest and tell them it is not easy as you think it is. First you must have the passion to help you keep pushing through. I would tell them that this is a real business, and you must learn it. You must have a real work ethic because you got to be consistent.”
BSM: What challenges do you foresee for independent artists in the future, and how is Life Game Global preparing to address those challenges?
LD: “I do not see many challenges for artists. They have all the tools they need to be successful independently. They do not have to depend on the majors. The challenge I do see for some of them is operating as a business crossing their t’s and dotting their i’s. If you don’t have the team or do have a team Life Game can come in and help you.”
BSM: How do you see the future of music distribution and artist management evolving, and what role do you hope Life Game Global will play in shaping that future?
LD: “Well, distribution is going to be more direct to consumers and management is going to be Ai in your pocket and on your phone. Artists are going to be managed by Ai.”
