Alright – so today we’ve got the honor of introducing you to Wally Lockard III J.D.. We think you’ll enjoy our conversation, we’ve shared it below.

Wally, looking forward to hearing all of your stories today. Let’s talk legacy – what sort of legacy do you hope to build?

When I reflect on the legacy I hope to build, it extends beyond my professional accomplishments and accolades. While I am incredibly proud of my work in the entertainment industry, including the creation of Urban Grind TV and my various roles in music, management, and media, my true legacy lies in my role as a father to my son, Wally IV.

Professionally, I’ve devoted over two decades to creating platforms that uplift and empower artists, bringing hip-hop culture to the forefront and inspiring many through ventures like Urban Grind TV, Urban Grind Radio, and Urban Grind TV Music Distro. My journey has been decorated with numerous awards and recognitions, including a Billboard plaque, numerous iTunes Music Plaques, and 27 awards for Urban Grind TV. With thousands of hours of content produced and over 15 years on television, I’ve strived to leave an indelible mark on the industry. My book, Music is My Business: The Ultimate Startup Guide to the Music Business, encapsulates my experiences and serves as a guide for aspiring music entrepreneurs.

I was personally awarded a Cultural Impact award for my contributions to helping indie artists, legacy artists, and athletes. I’ve had the honor of assisting hundreds of people in launching their businesses and record labels, fostering growth and innovation in the industry.

Beyond my career, I am a proud graduate of law school, which has provided me with a unique perspective in my professional endeavors. Additionally, my service extends to my country as a proud disabled military veteran. I have dedicated myself to serving my community and contributing to the music and media culture. My involvement in various philanthropic efforts and my commitment as a Certified Scholar & Teacher of Hip-Hop highlight my dedication to giving back and empowering the next generation.

I hope to be remembered as someone who not only excelled in his career but also made significant contributions to his community and country. I want to be seen as a person of integrity, creativity, and relentless pursuit of excellence. But most importantly, I hope to be remembered as a loving father whose greatest legacy is his son, Wally IV. He is my pride and joy, and through him, I believe the values and lessons I’ve imparted will continue to influence and inspire long after I’m gone.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I’m Wally Lockard III, J.D., a native of Chicago, and my journey in the entertainment industry spans over two decades, driven by a passion for music, management, and media. My career began with a vision to create platforms that elevate and celebrate hip-hop culture, leading to the creation of Urban Grind TV. For over 15 years and 28 seasons on Comcast Cable TV in Chicago, Urban Grind TV has been a cornerstone of hip-hop media, providing a stage for both indie and legacy artists.

Urban Grind TV was born from a need to bridge the gap between underground talent and mainstream recognition. It’s a platform dedicated to showcasing the authentic voices of hip-hop, and it has become a trusted name in the industry. But my work doesn’t stop there. I’ve expanded my reach with Urban Grind Radio and Urban Grind TV Music Distribution, offering artists multiple channels to distribute their music and connect with broader audiences.

In addition to these media ventures, I oversee Urban Grind Management, our dedicated management division. This arm of our organization provides comprehensive management services to artists, helping them navigate the complexities of the music industry, manage their careers, and maximize their potential.

My journey in music began with owning and running an indie label for over a decade and being a studio owner for over 20 years. These experiences have given me a deep understanding of the industry’s inner workings. Beyond music, I have ventured into cannabis cultivation, co-owning a farm, and have been involved in liquor marketing and operations, showcasing my versatility and entrepreneurial spirit.

Urban Grind TV and our associated platforms have placed artists and music videos on major platforms such as Billboard Music Charts, BET Jams, iTunes Music Charts, MTV Live, Shade45, Thisis50.com, and The Source. We also offer a Music Royalty Registration Program, educating and empowering artists and label owners with over a dozen registrations to monetize their music and create opportunities for music sync placements.

Our comprehensive suite of services includes:

Music Promotion: Amplifying artists’ reach through strategic promotion.
Idea Development: Helping artists conceptualize their projects.
Logo Design: Crafting unique logos that represent their brand.
Studio Recording: Providing top-notch studio facilities for recording.
Photoshoots: Organizing professional photoshoots for promotional materials.
E-commerce Web Stores: Setting up online stores for merchandise.
Merchandise Creation: Designing and producing custom merchandise.
Tour Support: Offering logistical support for tours.
Product Rollouts: Managing the launch of new products and projects.
My career is marked by numerous accolades, including a Billboard plaque, multiple iTunes Music Plaques, and 27 awards for Urban Grind TV. A particularly proud moment was receiving the Cultural Impact Award, recognizing my efforts in supporting indie artists, legacy artists, and athletes. I’ve helped hundreds of individuals launch their businesses and record labels, fostering growth and innovation within the music community.

I am also a proud graduate of law school, which provides me with a unique perspective on the business aspects of the industry. As a disabled military veteran, I have dedicated myself to serving my country and community. This commitment is reflected in my involvement with industry organizations such as the Recording Academy and the Chicago Music Awards Board.

My passion for music and entrepreneurship drives everything I do. I understand the sacrifices required to pursue dreams, often with little to no startup capital or support. It takes stubbornness to see possibilities that others may overlook, and faith in oneself is vital to achieving success. I know firsthand the difference that positive peers and mentorship can make in an artist’s journey.

What I’m most proud of is the tangible impact my work has had on artists and the community. The thousands of hours of content produced through my platforms not only entertain but also inspire and empower. I strive to create environments where artists can thrive and audiences can connect with authentic hip-hop culture.

For potential clients, followers, and fans, my brand is built on a foundation of integrity, creativity, and a relentless pursuit of excellence. Urban Grind TV, Urban Grind Radio, Urban Grind TV Music Distribution, and Urban Grind Management are all dedicated to showcasing talent and fostering a supportive community for artists.

Stay connected with my journey and latest projects by visiting UrbanGrindTV.com and following @UrbanGrindTV on all social media platforms.

What’s a lesson you had to unlearn and what’s the backstory?

A significant lesson I had to unlearn in my career was the importance of saying “No.” Early on, I had a habit of saying “Yes” to almost every request, driven by a desire to help and to see others succeed, sometimes even more than they wanted it for themselves. However, I quickly realized that saying “Yes” too often was incredibly expensive. It consumed my time, energy, and resources, often leaving me drained and unable to focus on my own priorities.

The turning point came when I started noticing that many of the people I was eager to help were not fully committed to their own success. They were drawn to the lights, cameras, and good times that come with the industry but lacked the drive to put in the hard work required to truly excel. They wanted to “hang around” and reap the benefits of my hard work without offering anything in return.

I began setting clear expectations early on. When someone asked for my help, I would request a small task in return. This task could be something to help me or something for their own benefit, but it always required a bit of thought and commitment. It was a way to gauge their seriousness and willingness to put in the effort. If they completed the task, I was happy to help them further. If not, it was a clear indicator of their lack of commitment.

This approach helped me filter out those who were merely looking for an easy ride from those who were genuinely dedicated. The ones who took the initiative and completed the tasks earned my respect and support. On the other hand, those who failed to follow through often disappeared when they realized that I wasn’t just handing out opportunities without any expectation of effort in return.

It was a tough but necessary lesson. I learned to value my own time and resources and to invest them wisely. I also learned that it’s crucial to have people around who are there for both work and play, not just the good times. Saying “No” has allowed me to focus on meaningful collaborations and to build a network of reliable, committed individuals.

In fact, I dedicated a whole chapter to the importance of saying “No” in my book, Music is My Business: The Ultimate Startup Guide to the Music Business. I wrote this chapter specifically to help those who need guidance in managing their time and resources effectively. The book is available at MusicBusinessebook.com, and it delves into why saying “Yes” can be so costly and how to set boundaries that foster mutual respect and effort.

In this business, it’s easy to get caught up in wanting to help everyone, but it’s essential to remember that true success comes from mutual effort and respect. By setting boundaries and expecting something in return, I’ve been able to create more impactful and rewarding relationships in my career.

What do you think helped you build your reputation within your market?

Building my reputation within the entertainment industry has been a multifaceted journey, driven by several key factors:

Consistency and Quality: From the inception of Urban Grind TV, I have prioritized delivering high-quality content consistently. Over 15 years and 28 seasons, the show has become synonymous with excellence in hip-hop media. This consistency has built trust and reliability among our audience and peers.

Authenticity: Staying true to the roots of hip-hop and the authentic voices within the community has been crucial. By creating platforms that genuinely represent and support both indie and legacy artists, I’ve cultivated a reputation for authenticity and integrity.

Innovation: Constantly evolving and innovating has set my work apart. Whether through Urban Grind Radio, Urban Grind TV Music Distribution, or Urban Grind Management, I’ve introduced new ways to promote, distribute, and manage music that meet the changing needs of artists and audiences.

Commitment to Empowerment: My dedication to empowering artists has been a cornerstone of my reputation. Through our Music Royalty Registration Program, we educate and equip artists with the tools to monetize their music and secure sync placements. This focus on education and empowerment has earned respect within the industry.

Networking and Relationships: Building and maintaining strong relationships with artists, industry professionals, and community leaders has been vital. These connections have not only broadened my reach but also reinforced my reputation as a trustworthy and supportive figure in the industry.

Adaptability and Versatility: My ability to adapt and diversify has been instrumental. Owning and running an indie label for over a decade, being a studio owner for over 20 years, venturing into cannabis cultivation, and being involved in liquor marketing and operations have showcased my versatility and entrepreneurial spirit. These diverse experiences have enriched my perspective and added depth to my reputation.

Passion and Drive: My unwavering passion for music and entrepreneurship has been evident in all my endeavors. I understand the sacrifices required to pursue dreams with little to no startup capital or support. This personal experience resonates with many artists and entrepreneurs, further solidifying my reputation.

Setting Boundaries: Learning to say “No” and setting clear expectations early on has been a significant factor. By valuing my time and resources and ensuring reciprocal effort, I’ve fostered meaningful and respectful collaborations. This approach is detailed in my book, Music is My Business: The Ultimate Startup Guide to the Music Business, where I dedicated a whole chapter to the importance of setting boundaries.

Community Engagement: My involvement in various philanthropic efforts and industry organizations, such as the Recording Academy and the Chicago Music Awards Board, reflects my commitment to giving back to the community. This engagement has further established me as a respected and influential figure.

In summary, a combination of consistency, authenticity, innovation, empowerment, strong relationships, adaptability, passion, boundary-setting, and community engagement has helped me build and sustain my reputation within the market. These elements have collectively contributed to my credibility and success in the entertainment industry.

Contact Info:

• Website: https://urbangrindtv.com/
• Instagram: https://www.instagram.com/urbangrindtv/
• Facebook: https://www.facebook.com/Urbangrindtvshow
• Twitter: https://x.com/urbangrindtv
• Youtube: https://www.youtube.com/urbangrindtv
• Other: https://musicbusinessebook.com/