We caught up with the brilliant and insightful James Jones IV a few weeks ago and have shared our conversation below.
James, thanks for joining us, excited to have you contributing your stories and insights. It’s always helpful to hear about times when someone’s had to take a risk – how did they think through the decision, why did they take the risk, and what ended up happening. We’d love to hear about a risk you’ve taken.
One of the biggest risks I’ve ever taken was at the age of 19. I made the decision to walk away from college football and leave my home in Mississippi to move across the country to California. It was during the height of the COVID-19 pandemic, I had no job lined up, and just $3,500 to my name — but I had a dream and a deep belief in my purpose.
I wasn’t chasing a quick win — I was chasing alignment. I put myself in the right rooms through relentless effort, genuine passion, and a mindset focused on growth. A wise mentor of mine, Harry Panosian, once told me, “There’s no such thing as luck — luck is when a prepared mind meets an opportunity.” That stuck with me. I made sure I was always prepared, regardless of the circumstances.
Taking that leap of faith and betting on myself changed the entire trajectory of my life. Today, I’m proud to be a partner at one of the largest music companies in the world, working with artists across distribution, publishing, touring, and branding. That risk taught me that comfort never creates greatness — and I’ve been moving with intention ever since.
James, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
My introduction to the business side of music started from being a songwriter for several A-list rappers. During that time, I was working closely with an up-and-coming artist named Dom Corleo. We went on tour together, and it was there that I met his manager, Dylan Pare, who was in the early stages of building what would become New Tomorrow Music Group. That connection opened the door to a much deeper involvement in the music business — and eventually led to me becoming a partner in the company.
At New Tomorrow Music Group, we provide end-to-end support for artists and producers at every stage of their careers. Our services cover everything from negotiating distribution and record label deals, to handling in-house publishing administration, securing major catalog sales and buyouts, and helping our clients land touring and brand deals. Whether an artist or producer needs help with infrastructure, monetization, or scaling their brand — we provide the strategy and execution to get them where they need to go.
What sets us apart is simple: results. We help artists build the right teams, amplify their music, and position their releases for long-term success. For producers, we focus on maximizing sync placements and securing high-multiple catalog sales. Every move we make is built around getting tangible outcomes that move careers forward. That focus has put us in a league of our own.
What I’m most proud of is our growth. There was a time we were making just $30,000 a year. Fast forward to today — in the last 12 months alone, we’ve done over $25 million in distribution (licensing) deals and over $315 million in catalog sales. Watching that growth firsthand, and knowing it came from vision, belief, and execution, is what motivates me every day.
At the core, we’re not just building a company — we’re helping shape the future of music, and we’re just getting started.
What’s a lesson you had to unlearn and what’s the backstory?
A lesson I had to unlearn early on was the idea that this business was about me. I had to constantly remind myself: this is not about me — we are an artist- and producer-first operation.
When we were just starting out and barely making enough to live in expensive cities like Los Angeles, it was easy to fall into the trap of chasing money just to stay afloat. That survival mindset can cause you to prioritize short-term wins over the long-term success of the creatives you represent.
But everything shifted when I refocused on the reason we started New Tomorrow Music Group in the first place: to protect artists and producers from being taken advantage of — something I personally experienced as a young songwriter. Once I began approaching every label meeting and business decision with that mission in mind, the results changed dramatically. The business began generating millions almost immediately, and more importantly, we were helping creatives secure the deals and infrastructure they needed to thrive.
That mindset shift — from self-preservation to servant leadership — is what truly took our company and impact to the next level.
Can you share a story from your journey that illustrates your resilience?
One story that reflects our resilience is the lengths we go to in order to build real relationships and do great business — even in the most difficult circumstances. There was a time we personally visited an artist in jail, just to sit face to face and let them know they meant more to us than just a check. That kind of commitment isn’t about optics — it’s about showing our clients that we’re truly invested in them as people.
Our resilience also shows up in the way we operate globally. With partners in Canada (3 hours ahead), Greece (8 hours ahead), and Dubai (9 hours ahead), we’ve built a 24/7 culture of dedication. No matter the time zone, no matter the challenge — we do whatever it takes to move things forward for the artists and producers we serve.
That level of commitment is what drives us. We’re not just working in music — we’re helping shape the future of it, and we refuse to cut corners or take shortcuts on the people who trust us to guide their careers.
Contact Info:
- Website: https://www.newtomorrowmg.com
- Instagram: https://www.instagram.com/jamesj_iv?igsh=MWZocXU3N2hhaHp0Nw%3D%3D&utm_source=qr