Tony Mercedes is a highly talented, seasoned and respected Music Industry Executive with over 75 Million records sold. His successes include six Top- Five records and four Grammy nominations. Exploding on the scene, the Atlanta, Georgia based music producer’s first big hit was “Dazzey Duks” by Duice and the later world-wide smash “Whoomp (There It Is)” by Tag Team. Tony also holds the Publishing Rights to TLC’s “No Scrubs” & Ed Sheeran’s “Shape Of You.” With a passion for film making, Mercedes also has directing credits on over 30 music videos. In 2023, Tony announced his first major motion picture film production titled “Athena Saves Christmas,” directed by Josh Webber and starring Oscar winner Cuba Gooding, Jr.
BSM: Where are you originally from?
Tony Merecedes: “Born in Nuremberg Germany raised in Republic of Panama.”
BSM: How long have you been in the business?
TM: “Since 1990 so 36 years or so.”
BSM: What records have you received a Grammy for?
TM: “As a publisher, I published the songs ‘No Scrubs’ by TLC and ‘Shape of You’ by Ed Sheeran. They give us Grammy Certificates from the academy.”
BSM: How and when did you get your start in the music business?
TM: “I started as a concert promoter at age of 19.”
BSM: Some people don’t understand music publishing what exactly is it?
TM: “Music publishing is the bloodline of the record business. Long after the artist is not popping anymore the songs still generate income from several different income revenue streams.”
BSM: Can you tell us some of the most notable projects published under your company?
TM: “Ed Sheeran’s ‘Shape of You.’ Almost 6 Billion views on YouTube.”
BSM: What exactly is the job of an executive producer?
TM: “An executive producer is the person that puts the money up or puts the deal together.”
BSM: What exactly is the job of an associate producer?
TM: “The Associate Producer is really just a fluff title in most instances. Some instances you give that title to a person that’s not really a producer but they contributed in some way to help complete the project.”
BSM: How has streaming changed the business model in the music industry?
TM: “Interesting question. I personally think the streaming platforms are Pimping the industry. They pay fractions of pennies on the dollar. But that’s just my opinion.”
BSM: “Is owning your masters as important for an artist today as it was before?”
TM: “Owning your masters are more important today.”
BSM: What has been your secret to longevity in the music and film business?
TM: “My secret to longevity is always thinking outside the box. Recognizing that although the kids make up 50% of the population, they make up 100% of our future. Tap into the younger generations creativity and back those plays.”
BSM: How has the industry changed from when you began up until now?
TM: “The industry is all data analytics now. It’s not about how good you are it’s about how many followers or subscribers you got. When did social media supersede talent. It’s crazy watching the industry transform to a popularity contest.”
BSM: Do you plan on starting your own label?
TM: “My label days are over. I think consumers believe that music should be free. I mean why buy records when you can pay Apple Music $10 per month and listen to every song released.”
BSM: What do you look for when working with a new artist?
TM: “What I look for when working with an artist is commitment first. When I managed Tiffany Haddish I remember Tiffany telling me that everyday I do one thing that gets me one step closer to success. I took that and applied that ideology to my own career. Another mistake Artist make is trying to mimic someone that’s already out. Be original. Be a trendsetter. Be epic.”
BSM: What’s the major difference between a record deal and a publishing deal?
TM: “Two entirely different deals. Too different to answer this question. One is about artistry. The other about song writing and producing.”
BSM: Have you worked in music licensing for television and films?
TM: “I’ve never worked in music licensing but I have done many licensing deals with film and TV.”
BSM: Any advice for up-and-comers?
TM: “Learn the business. Do some research. Read a lot of books. Tictok, IG or Twitter will not teach you the record business.”
BSM: Do you have any new projects that you can tell us about?
TM: “I manage a few new artist now with some big potential. Female rapper/pop star Roxanne Luciano, 15 year old pop star in the making Kylie Marshall, French born R&B singer Elidjah Diallo and my country artis Jarvis Redd. I also Produced and financed a new kid’s Christmas film called Athena Saves Christmas starring Oscar winner Cuba Gooding, Jr.”
