George Henriquez

48Consulting – Principal

“Mentoring the potential”

I began my industry career in “94” when I was hired by Bad Boy Records to cover college radio stations. I promoted Bad Boy artists to college DJ’s. It was as a promoter that I first began learning the street ways of the music industry. While working at Bad Boy Records, I  assumed double duties by going to work under Jessica Rosenbaum at Stress Management. Working under Stress Management gave me the knowledge and drive to begin my own management company, “No Pressure Management.” During my management/promoting education, I met TedSmooth (dubbed by Diddy as “The Remix King), a DJ from Spanish Harlem trying to make his mark on the world. Ted was my first client.

Every day is an opportunity to grow a business, and it was in 2001 that I used my skills and experiences to steer the incorporation of Straight Face Records which TedSmooth and I established.  Ted was the music shaker and I, aka “G48,” functioned as the business mover. I turned the good fortune of our first signed artist, a veritable no name singer/rapper from Ted’s backyard into a prolific expansion for Straight Face Records. With the instant hit of Lumidee’s “Never Leave You (Uh Oooh, Uh Oooh) (Remix),” we managed to attract a bevy of hungry distributors, but my savvy business acuity caught Universal Music’s attention offering us a 50/50 joint venture in 2002. Having a B.A. in business and experience as a promoter/manager, I was behind the corporate wheel, driving Straight-Face Records to obtaining the ultimate distribution deal. With one of music industry’s corporate giants advocating the label, Straight Face Records released “Almost Famous,” Lumidee’s debut album, in the Summer of 2003.

I monetized this contingency by acquiring Straight Face Studio, which housed state-of-the-art technology. It was capable of mastering and album in its entirety, which was done by engineer/producers with years of dexterity. Here, Universal Music Group utilized their business partners by sending their established artists to record.

Since then, I have been engaged in the oversight of productions and collaborations with Tedsmooth and artists including Fabolous, Sean Paul, Busta Rhymes, P-Diddy, Alicia Keys, and Swizz Beatz to name a few. I have also had to honor of generating lasting connections with influencers at radio stations like Hot97 in NYC. EMI has also capitalized on our success through the publishing deal I acquired with Straight Face Records. Straight Face Records sustains its ascendancy through cognizant budding artists creating their buzz supported by our affiliates marketing and social branding accredited execution.

My consulting firm, 48Consulting, is commissioned by music labels to provide various perspectives on enhancing the quality of their business. Through our proprietary methodologies we guide organizational assistance, technology implementation, strategy development, or operational improvement services. As a consultant, I take pride in being instrumental in founding, launching or furthering a novice artist’s career and aspirations. What keeps this business fresh for me is seeing the passion in an artist’s eyes. This is my way of giving back to the industry that has brought me so much success.

“In order to succeed, your desire for success should be greater than your fear of failure.”

Bill Cosby