Dreamville Records is an American record label founded by American rapper J. Cole and his manager Ibrahim Hamad. The label is currently distributed through Interscope Records, a unit of Universal Music Group. The roster includes Bas, Ari Lennox, Cozz, Omen, Lute, JID, EarthGang, and Cole himself. Dreamville also houses American record producers Elite, Ron Gilmore, and Cedric Brown.[1]
During the compositions of The Come Up, Cole started his own record label in early 2007 with current Sudanese-American label president Ibrahim Hamad. Cole and Hamad met while attending St. John's University. Cole sought for an avenue to release his own music, while Hamad yearned to start a record label, prompting the two to team up to form Dreamville Records.[2] Rapper Omen has been affiliated with Dreamville since the beginning, Omen and Cole met on rapper Canibus chat forum at age 17, where they shared music.[3] Omen was also featured on Cole's mixtapes, The Warm Up (2009) and Friday Night Lights (2010). In 2011, Dreamville was associated with rapper Voli and alternative rock band StartYourOwnRebellion, while Dreamville was still in early formation as a vanity label imprint.[4][5]
2013–2014: Revenge of the Dreamers
The Dreamville Records logo has been changed in 2014, when the label signed a deal with Interscope
On January 28, 2014, at a show at the Theater at Madison Square Garden, Cole announced that his Dreamville imprint had signed a distribution deal with Interscope Records. Attendees at the show received a flyer announcing the deal and a mixtape, titled Revenge of the Dreamers. On the same day Cole announced the signing of Queens-based rapper, Bas. Cole spoke with Billboard about the Interscope deal saying: "We've been dreaming about a label situation for years." "The deal's been official since late December, and we'd been working on it for a while before that, but it felt too important to just go out and yell it right when it happened. It needed a more grand announcement." Cole explained that talks with Interscope began when Joie Manda, Interscope president of urban music, reached out to him in 2013, Cole said: "I thought he wanted me to produce someone over there and I was excited about that, but then he told me that he really believed in me as an executive, a label CEO and a producer. A Dr. Dre to his Jimmy Iovine. He had the vision."[6]
2014–2016: Revenge of the Dreamers II
On June 26, 2014, J. Cole officially announced the signing of Los Angeles-based rapper, Cozz.[7] Omen didn't officially sign the Interscope deal until after his debut album in 2015.[8] On December 8, 2015, Dreamville released a collaborative album titled, Revenge of the Dreamers II, officially announcing two new label signees, Charlotte rapper, Lute and Washington D.C. singer Ari Lennox.[9] In an interview with the Rap Radar Podcast, Ibrahim Hamad broke down the self-sufficiency of the artists on the label saying: "I like letting them figure out what their path is. I look at it like, because we learned what we learned from Cole being signed, what I like to do is [say] ‘what is your vision, and let us help you’. I don't ever want to tell an artist no you can't do that, that's not fair to them."[10]
2017–2020: Revenge of the Dreamers III
On February 20, 2017 Dreamville announced the signing of East Atlanta-based rapper JID to the label.[11] On August 31, 2017 Dreamville also announced the signing of EarthGang, a hip hop duo consisting of Atlanta-based rappers Olu (Johnny Venus) and WowGr8 (Doctur Dot – born Eian Parker). Both EarthGang and JID had previously toured with Bas and Omen prior to signing to the label.[12][13]
In October 2011, Cole established The Dreamville Foundation, a 501(c)(3) non-profit organization "created to 'bridge the gap' between the world of opportunity and the urban youth" of Cole's hometown of Fayetteville, North Carolina. The foundation conducts philanthropic activities with the aid of volunteers, such as providing school supplies to students.[30] The Foundation also launched a book club for young men and sponsored "The Nobody's Perfect Writing Contest and Mother's Day Brunch". It sponsors an annual weekend of Fayetteville community events called the "Dreamville Weekend" that features a discussion with the Young Men's Book Club, an appreciation dinner, and a career day panel with African-American professionals in a variety of fields.[31]
In 2014, Cole purchased his childhood home in Fayetteville, North Carolina, for $120,000 through the Dreamville Foundation. The home had been repossessed from his mother years earlier while Cole was attending college in New York. His plan is to turn the house into a homestead for single mothers and their children, where they will be able to live rent-free.[32] In 2017 NFL player Colin Kaepernick donated $32,000 to fund multiple projects for the organization.[33]
In September 2018, the Dreamville Foundation unveiled a new initiative to aid victims of Hurricane Florence in Fayetteville, NC. According to the foundation's website, donated funds will go toward "hot food stations placed throughout the city, temporary housing options for families, and stocking of food pantries/shelters", as well as local charities that provide services to Fayetteville residents.[34]
Dreamville Festival
On April 27, 2018, J. Cole announced the Dreamville Festival, the festival featuring local music, culture, food and art, and also include a mix of up-and-comers and national acts. It is expected to be an annual festival.[35] However, in the wake of Hurricane Florence, the event was postponed from its original date. The festival was rescheduled and held at the historic Dorothea Dix Park in Raleigh, North Carolina on April 6, 2019. The lineup included all of Dreamville's artists as well as SZA, Big Sean, Nelly, 21 Savage, 6LACK, Davido, Teyana Taylor, Saba, Rapsody, and Mez.[36] The Dreamville Festival plan to donate proceeds to the Dorothea Dix Park Conservancy and the Dreamville Foundation.[37] The festival sold out with a capacity of 40,000 people to become the largest event in Raleigh. Ibrahim Hamad remarked on the festival saying "We're not like other companies that are based in a city. Our label is very much an idea, more so than an actual physical place. So you can create it and take it everywhere. To bring that into the festival—where you can just create a place and make it Dreamville and be able to bring people there—was always this cool goal. And that's what makes it unique. It's not based in an actual city. It's just based in our minds."[38]
For the 2020 season, the Dreamville Festival is front-of-jersey sponsor for USL Championship soccer team North Carolina FC.[39] The second annual festival was initially slated for April 4, 2020 however, due to the COVID-19 pandemic, it was postponed and eventually cancelled. The festival went on at Dix Park as scheduled in 2022, with the dates of April 2–3, its first year being held for two days. The lineup was announced on March 2, a month prior to its commencement, and again included all Dreamville artists, as well as Fivio Foreign, Kehlani, Lil Baby, and Wizkid (Day 1), and Lil Wayne with Jeezy and T.I. as part of DJ Drama's "Gangsta Grillz", Moneybagg Yo, and T-Pain (Day 2). The attendance across the two days totaled 80,000, making it one of the most attended music events in North Carolina history. In addition, the event created an economic impact of $6.7M.[40]
The event is scheduled to return to Dix Park from April 1-2, 2023 and will feature all Dreamville artists, as well as special guests Usher, Drake, Burna Boy, Sean Paul, and more. The event is sold out and will have an increased capacity from the 2022 event. [41]
On October 12, 2020, Dreamville announced the formation of Dreamville Ventures, a multi-disciplinary media company. Damien Scott is leading the division as president with Candace Rodney as executive vice president, overseeing daily operations including verticals across music, TV and film, publishing, apparel and live events. In a press release with Variety, Cole said: "Dreamville has always been a mom-and-pop operation with grand ambitions and ideas that extend far beyond music. The hiring of Damien and Candace not only expands our family business with two of the smartest and most capable executives in the industry, but allows us to take a massive leap towards turning those big ideas into reality."[42]
Dreamville Studios
On October 12, 2020, Dreamville Studios was launched, a content studio that will produce original and co-produced content, with Candace Rodney who serves as president of Dreamville Studios. Ibrahim Hamad said in a press release: "Dreamville is a brand we built from the ground up and the appointments of Damien and Candace allows us to take the company to levels we’ve always dreamed of while keeping our core values and beliefs at the forefront of our expansion."[43] Candace Rodney previously worked as senior vice president of development at Wilmore Films, as well as positions at Sony Pictures Television, Lionsgate Television and Creative Artists Agency.[42]
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