Urbanham talks with Alvin Garrett about music, business and faith.

As we highlight the new music of Homegrown Artist Ashley Guin, we also saw an opportunity to talk with Alvin Garrett, CEO of Jiffee Mixed music, the man that started the company behind Ashley’s CD project. After visiting Alvin in his studio I thought how so many people would love to be able to work for themselves doing what they love. Since Alvin is doing such a good job at it we figured we would feature him this month in our Urban Profile section to perhaps serve as a motivation to those of you looking to make a jump to self-employment and as a role model to those that would like to pursue a career in music.

Alvin Garrett is no stranger to the Birmingham music scene. He is a founding member of Just A Few Cats a popular Birmingham band which featured Ruben Studdard as lead singer. Alvin also started the Music Caterers, a talent management and booking company that helps book live bands for corporate events, weddings and social engagements. Mr. Garrett has been living his dream and working in the music industry full time since 2002. In addition to his popular band and music promotion services Alvin has launched Jiffee Mixed Music, a music production company that will devote time to releasing music from new talent.

Alvin, how did you get started in music and did you ever think you would work full time in the music industry?

Well, at age 11, I started playing bass guitar in church, like many musicians do- especially in the south. I’ve always wanted to be a musician. But it wasn’t until after I finished playing football at Samford University that I gave up on my dreams of being an NFL linebacker and picked up the dream of being the next P. Diddy (smile). I knew, in my heart, that doing this for a living was possible, but God made it real.

When did you finally make a decision to leave your nine-to-five and dedicate your time to music?

Honestly, in June of ’02, I ran out of vacation days at my job and I had to choose between my dream and my job. As you can see, I chose the dream. But since my college days, I was always preparing for the day I came to that crossroad!

You really have a lot going on. What are your goals for each project you have on the table?

• Just A Few Cats – Just A Few Cats is so much more than a project- we are family. We’ve grown together so much over the years. We are not currently working on a new project, but the band has been very active on the private scene. They also pitched in on a couple of songs with Ashley Guin. Don’t worry, our next project is in the near future and its gonna be off the meter! But for now, just check The Cats out on a few cuts on Ashley’s album.

• Music Caterers- I’m always providing entertainment for the private market with Just A Few Cats and other ensembles through this business. It’s my staple business and it pays the bills! At the core, I’m a performing musician, and The Music Caterers provides job opportunities for many other musicians and singers like myself. The corporate events, weddings, receptions, and family reunions have not only provided a steady source of revenue, they’ve provide the means to invest in my latest venture- Jiffee Mixed Music.

• Jiffee Mixed Music- My production company is the next step towards my P. Diddy Status. LOL. Ultimately, I have a vision that is a fusion of creative, yet commercially appealing music, and economic growth. Merchandising is the key to the performing artist’s liberation, and I’m trying to be liberated!

Jiffee Mixed Music is your latest project. Can you tell us more about this company, what your plans are for the future and what type of artist you are looking to work with?

Like I said earlier, Jiffee Mixed Music is a production company, or shall I say a record label in progress. It started with the Just A Few Cats album. That was my first album that I executive produced. It was a success for where we were at the time, and I am expecting even greater things for the future. I’m also writing and producing songs to shop to major artists and labels. As for my own artists, Ashley Guin is the first and only artist that I have signed as of right now. But my services are available to whosoever has a budget (said with a nice smiley face)! Seriously, I’m a businessman, but I’m a visionary first. If someone comes to me with major talent and little to no resources, I see potential - as in the case of Ashley.

So if an artist wants to get music to you or talk with you about working with them how do they go about doing that?

Hit me up at jiffeemixed@yahoo.com. I believe I’m one of the most accessible cats in the city. People are amazed at how fast I return calls when they contact me from the justafewcats.com site. But I encourage interested artist to have an answer for a few questions before they contact me:

1. What’s your purpose or goal (an album, demo, etc)?
2. Do you have the time and the budget to realistically pursue these goals?
3. What’s your “thing” and what makes you “special”?

Does Jiffee Mixed Music work with artists from any genre?

Well, I’d love to say yes, but I couldn’t because I’m not excellent at any genre. My style is a concoction of R&B, Pop, Jazz, Gospel, and Funk. But I know cats that can do the things I cannot do. That’s the key - knowing how to put the right team together to accomplish the goal. And also knowing when to say “No, that’s not my thing!”

Give us your typical day as a business owner in the music industry.

Well, I always like to start my day off by hitting the gym. Working out helps me meditate, stay energized, and stay in shape for this fast-paced industry. After that, there is no typical day. Some days, I may get swamped with administrative duties such as paying bills, returning emails and calls, balancing my books, confirming and executing contracts, doing payroll, etc. Those are my “right brain” days. Then I’ll have a “left brain” creative day where I’ll write and record a song, mix a project, and just turn the phone off altogether. I try to plan my days out, but I have to remain flexible at all times.

You also perform on the road from time-to-time as a bass guitarist. How often do you travel and who do you typically perform with?

Most of my touring experience has been with Ruben Studdard. I’ve served as his Musical Director since 2003. Other than the American Idol 2 Tour, he is the only artist I’ve toured with. Touring has been really slow for me lately, but I’m expecting it to pick up heavily in ’09. In the meantime, I’m going to create my own tour with the lovely Ashley Guin!!!!!!

You have been doing this for a long time now. What advice can you give to our readers on longevity and staying self employed?

Wow, this could be an article in and of itself. If you don’t mind, I’m not going to answer this from the perspective of a business expert. I’d prefer to take a more spiritual route on this one. My faith in God and what his word says that I can accomplish is my foundation. I build everything on that. I try to blow off anything that is contrary to what He says about my future. Even though God has the power to bless me, His word says that I “am” blessed. So I choose to live my life as a blessed man as opposed to chasing blessings. So whatever I put my hands and my heart to, he will honor it because I honor him with my very best.

So when it comes to running a successful business, give your all to every level of the process; the education, the planning, the customer service, etc. Be excellent at everything you do because nobody is handing out favors and contracts because you’re “local.” Also, don’t forget to reinvest towards the growth of your business. Understand the difference between food and seed, and don’t consume all your revenue without allocating a portion to sustain your growth. And lastly, don’t be afraid to change. The world is changing and so are your customers. Well, I hope I wasn’t too long-winded. They called me Dirty Rev. in college cause I can get to preachin’ at the drop of a dime. Thanks for this opportunity to speak to all your supporters, and best wishes to you and the Urbanham team. Peace!

In a time when economics have been shaky and people are worried about their source of income Alvin Garrett shows us how to step out on faith and make a pretty good living at doing what you love. We commend you Mr. Garrett and wish you continued success.