Janiro Hawkins is The Bridge Between the Streets and Industry.
The Cofounder of the Southern Entertainment Awards is doing his part to build a third space for artists and creatives alike.
For many artists whose lives and times come from their experiences in the streets, making it into the industry is a dream that dominates their lives. But the journey from unknown to a street buzz and finally a record label involves several steps and partners along the way. Nashville, Tennessee’s Southern Entertainment Awards, which celebrates its 20th anniversary in May, represents one part of that journey.
Founded by Janiro Hawkins II and Jesse “DJ Infamous” Johnson Jr, the event has served as a springboard for artists like Yo Gotti, Nicki Minaj, Big K.RI.T., Curren$y and more. But for its cofounder, Janiro, the event is about more than just connecting artists and creatives.
Humble Beginnings
Born in Flint, Michigan, Janiro was exposed to a range of music from Herbie Hancock and Roy Ayers to Gil Scott Heron, Last Poets, J.Dilla and Slum Village. Not long after, his family relocated to Nashville, Tennessee, which served as his homebase.
As an adult, he attended Tennessee State University and began the dual process of furthering his education and his networks. The city’s rich history of black excellence convinced him of the potential power of starting something for its citizens.
“Initially, we had a record store nestled between Fisk, Meharry and TSU. That allowed us to feel the heartbeat of the community and start the SEA”.
SEA Creation
Platinum Bound Records Store, which sat in the heart of Nashville’s historic Jefferson Street District, was one of several record stores in the city that carried music by artists from all genres including rap in its early stages. For Janiro, it served as the stage for him to reconnect with his longtime friend and future partner, Jesse Johnson Jr, better known as DJ Infamous.
In the early 1990s the shop hosted several major and local artists who used the store to help market and sell their music from the Cash Money artists to local talent like Starlito (fka Allstar), Playboy, Jelly Roll, Rawlow B, Pistol, Quanie Cash, Meka B, South 8th Mafia, Black & Jay, BNOC, Deuce, Payboy the Allstar, B12, Kool Daddy Fresh, Jack Zane, Greenwade, Dolewite & Scooby, C-Wiz, Darryl Jaye, Bryant D, DJ Spade, DJ LJ, DJ Lil Les, DJ Sir Swift & more.
“It was amazing to see their progression and life journey. For example, Jelly Roll. I knew he had a hunger and passion and was unique. Paper, his son is a point guard for Tennessee State University, and he’s on his own journey. Starlito’s wordplay and music and the fact he’s doing music fifteen years later is remarkable.”
For Janiro, the Nashville rap scene was ripe with talent and in his eyes the perfect place for a rap conference. In 2003, the pair decided to create what would later be known as the Southern Entertainment Awards, a yearly conference that started in Nashville for upcoming rappers, producers, DJs, and journalists. Created with DJs in mind, the event offered a spotlight for DJs, photographers and other media fixtures representing Southern culture.
The SEA Conference not only grants independent artists a stage to perform but also honors them, allowing publications, DJs and others to win awards and receive nominations from the people.
Intimate at first, over time the conference began to spread, growing in popularity as the blog era merged with the industry. Everyone from 8Ball and MJG, Pastor Troy, Yo Gotti, and burgeoning talent such as Big K.R.I.T., Big Sant, Tum Tum, Trae, Jody Breeze, Rudy Currence, B.O.B, Gucci Mane, Waka Flocka, Nicki Minaj, and more took center stage and built a grassroots movement of fans.
“For some artists at that point in their career, it was the biggest stage of their career. Nicki Minaj and Gucci’s performance reminded me that at the time she had never been on a stage of that caliber before the Southern Entertainment Awards.”
One of a kind, the SEA serves as a networking hub for people at the beginning, middle and latter end of their careers. An artist homecoming in some sense, the conference presented its fair share of challenges despite its track record of propelling future talents.
“We are an event with a strong following, but even after two decades of this, people still are hesitant to contribute financially to the event. It could be a lack of knowledge and marketing as time changes, but we still find ourselves having to prove ourselves.”
But for Janiro, “We do what we do because we love what we do.”
In May of 2024, the 21st anniversary of the SEA event will take place in Atlanta, GA. Events include everything from a scheduled fashion show, a rooftop party, and the awards for everyone nominated.
