Mastering the Tipping Point

As we step inside Steve “Urchin” Wilson’s charming abode, nestled on a tranquil street in the coveted Golden Triangle area, we’re warmly greeted by his lively beagle companion, Charlie. A notable figure in the industry, Steve has made a name for himself as a vital member of Sean Paul’s management team, working in tandem with Jules Dougall and Jason Henriques. But beyond his astute business acumen, Steve is a master of the art of revelry, adept at orchestrating events that pulse with energy and excitement.

Settling into the plush comfort of Steve’s couch on his enchanting veranda, we’re offered a glass of authentic and traditional Jamaican-made premium Worthy Park Single Estate Reserve rum, served neat. Despite a gruelling day filled with endless Zoom meetings and the pressing demands of organizing an upcoming video shoot, Steve graciously takes a moment to chat with us and share his insights.

As we clink our glasses, Steve fondly recounts the moment he first felt the spark of his musical aspirations, at the tender age of seven years old. Freshly relocated from Michigan, his older brother’s obsession with the rock band Kiss ignited a fire in Steve’s

heart, a desire to be a part of the magic, in whatever form that may take. But despite his earnest attempts at mastering the guitar and belting out notes with his voice, he was met with the harsh truth of his tone-deafness. “God put music in my brain and in my heart, but not in my fingers and my mouth,” he chuckles, reflecting on his journey thus far.

By the age of fourteen, Steve had already begun curating unforgettable parties at his parents’ College Common home. It wasn’t long before his father caught wind of the lucrative potential in Steve’s endeavours, and they began regularly hosting these events together.

The day before his last exam, Steve landed his first job working artist relations backstage at Sunsplash. With a bachelor’s degree in Mass Communications from the esteemed University of the West Indies under his belt, Steve’s future brimmed with possibility. It’s a testament to the cyclical nature of life that Steve now finds himself in the company of Robert Stewart as Sean Paul’s production manager, and Jerome Hamilton Sean Paul’s booking agent, all of whom he worked with that summer, bringing Steve’s journey full circle.

We take a sip of the premium dark-bodied rum, and just like Steve’s insatiable hunger for music knows no bounds, the slightly sweet taste at first, slowly immerses into a smooth, devouring indulgence with notes of toasted oak with spicy fruit. Then a hint of black pepper finished off with a touch of ginger fills our palate. This is premium Jamaican 100 per cent copper-pot still rum.

As we sink deeper into the conversation, he reveals that he’s navigated the complex world of music marketing at Tuff Gong while working with Cedella Marley, the legendary record label founded by her father the great Bob Marley, honing his skills and cultivating an unbridled passion for discovering and nurturing talent.

From Island Jamaica Records to GeeJam, Steve has rubbed shoulders with the titans of the industry, learning the ropes from luminaries such as Chris Blackwell, whose fingerprints can be found all over the musical landscape, and Jon Baker, the innovative producer and visionary owner of GeeJam Studios. With his keen ear for talent and his boundless energy, Steve has cemented his status as a true iconoclast, a trailblazer who’s always looking to push the boundaries of what’s possible.

Steve left GeeJam to work with Sean Paul after a phone call from his manager Jeremy Harding, he recalls, “There’s this artiste I’m managing and I need someone who can manage the international scene.”

With over two decades in the industry, Steve’s impact extends far beyond his involvement with Sean Paul, as he’s played a hand development of the live music scene in Jamaica by curating events like Brand New Machine at Fiction where he showcased artists like Diplo, Village Cafe’s Tuesday Night Live which bred stars like Tessanne Chin and Roots Underground and today’s Super Heavy Wednesdays at Janga’s.

For Steve, the importance of live music cannot be overstated. It’s the lifeblood of the industry, the beating heart that drives everything forward. As he puts it, “Providing a live music platform locally is crucial. It’s where artists can perform, and connect with their audience. It’s a Rubik’s Cube, it’s not just about having great talent, you have to be able to perform well because that’s how the money is made. First, you have to tour the Diaspora and hope that it feeds outside. That’s why what I’m doing at Super Heavy at Janga’s is so important. It’s a space where young artists can perform to a live audience.”

He’s managed artists under the Mystic Urchin label where he played a vital role in shaping the trajectories of emerging artists such as Farenzzi and Jovi Rockwell among other artists, shepherding them to the forefront of the musical landscape.

He also has a keen eye for identifying that special ‘je ne sais quoi’ in talented artists. As he puts it, “When a celebrity walks into a room, you can feel it. There’s a tingling sensation, a spark that sets them apart.” But it’s not just about looks and talent, as Steve has seen firsthand how choosing the right team is essential to an artist’s success. “You’re only as strong as your weakest link,” he wisely notes.

In the world of music and entertainment, success can be elusive. But for artists like Shaggy, Sean Paul, Spice, and Shenseea, the secret to their achievements is no mystery. According to the industry veteran, it all comes down to one thing: work ethic. “It’s not enough to have talent,” he says. “You have to put in the hours, the sweat, and the tears. Without hard work, even the best song will never see the light of day.” Wilson knows firsthand the importance of execution. He cites Shenseea’s “ridiculous” work ethic as a key factor in her rapid rise to fame, proving that success is not a matter of luck, but rather a result of careful planning and relentless effort.

As someone who is always at the forefront of the latest trends in music and entertainment, Steve understands the importance of constantly planning for the future. “You might feel like you’re doing well, but are you planning for the next thing?” he asks.

This forward-thinking mindset is what has kept Steve and his team at the top of their game, as evidenced by his work with Sean Paul, who has an impressive catalogue of songs and more to come.

Even during the pandemic, Steve saw a surge in creative productivity, even with himself, curating a coffee book called ‘Look Down’. And he saw that artists used the downtime to delve deeper into their craft. “Humanity needed that breath,” he reflects. And true to his predictions, the pandemic has given rise to a wave of new music that shows no signs of slowing down. With his unparalleled understanding of the industry and his unbridled passion for music, Steve Wilson is a true force to be reckoned with.

With a cool demeanour and confidence that exudes through every word, Steve shares with us what makes him ‘worthy’ of all the success he has achieved. “Being ready for the next thing,” he says without hesitation. His kids often ask why his bag is always half-packed, but Steve knows the importance of being prepared for whatever opportunity may come his way. He speaks of his passion for creating unforgettable experiences, whether it be through music or event planning. “When I’m in my ackee,” he explains, ” is when everyone is having fun at a party that I’ve put on.”

As we delve deeper into his travels, Steve emphasizes that he doesn’t collect things, but rather experiences. “Travelling has taken me to 120 countries,” he shares with pride, “and through those experiences, I’ve been able to share the beauty of Jamaica with people from all over the world.”

As Steve eagerly anticipates the future, he yearns to bestow his knowledge and guidance upon the up-and-coming stars of the entertainment realm. He aspires to pay it forward, nurturing the next generation of artists, producers, and management with his vast expertise. With a discerning ear and a boundless passion for the craft, Steve is a true visionary, an indispensable force in an ever-evolving industry.