June 01, 2010
Three's Company
By combining their diverse music industry experience, the members of producer collective STEREOTYPES break the mold
By Michael "Wells Jr" Wells with Joncier "Ms. Boogie" Rienecker
Stereotypes, an LA-based production trio, are not what their name would imply. In fact, they own an eclectic sound that has resonated through artists such as, Mary J. Blige, Ne-Yo and Natasha Bedingfield. With a career spanning close to a decade, it is clear that these producers are here to stay.
Jonathan “Jon Street” Yip, Ray “RayRo” Romulus, and Jeremy “JermBeats” Reeves are the three behind the buzz-worthy epithet. Having a collectively diverse background, they make for a perfect melodic combination; Jon Street is a former rapper, RayRo was an A&R, and JermBeats is an expert instrumentalist. These credentials serve as the formula for a reverberation that is dynamic, unadulterated, and signature.
Before heading overseas, Stereotypes spared some time to talk with Playback about who they are and why they are not standardized music creators.
Where are you from?
Jon Street: Sacramento [California].
Jerm Beats: Sacramento [California].
RayRo: New York.
When did you decide to pursue a career in production?
JS I’ve been producing music, since high school and throughout college. I decided to make it a career, when we got our first artist signed to Def Jam. In college, my major was Business Economics. It [my major] came in handy, because we are running our own business, right now.
JB: I knew I wanted to do production in 2002, but I’vebeen playing instruments, since I was seven. About 8 years ago, I was working in a Guitar Center store in Sacramento. Being surrounded by music, is what made that decision easy for me. I decided to move to LA and really give it a shot about 3 years ago.
RR: I’ve wanted to do this, ever since I saw P. Diddy hit the screen. I’ve always played the drums and figured I would wind up being a drummer that played for different bands on tour. I met Jon and Jerm, when I was an A&R at Def Jam and it was history from there.
What was your first introduction into the music industry?
JS: My first job in the music industry was working as a temp at Sony Music. I worked in almost every department – A&R, Publicity, Film & TV, reception, and in the mailroom. Then, I got a full time job at Interscope Records in the A&R Admin department.
JB: My introduction to the music industry [if it counts] was working retail at the Guitar Center in Sacramento. I worked in the Pro Audio/Keyboards department. While working there, I met Jon (who was working for Interscope at the time), randomly; he was in town for a dentist appointment. He used the Interscope name to get a discount, I overheard him, and I introduced myself as a producer – the rest was history. That was 2002.
RR: First industry job was an internship at Bad Boy Entertainment. Went on to work for Jermaine Dupri as his personal assistant. After my stint with JD, I was hired by LA Reid for an A&R position at Def Jam.
Why did you choose “Stereotypes” as your name?
JS: Originally, it was meant to mean, “We make the type of music for your stereo.” Now, it’s more like, we make music that breaks the stereotype of what you think should be on the radio. It’s also a visual thing being that there’s one Asian, one black, and one white guy.
Do you play any instruments?
JS: I play the piano.
JB: Drums, guitar, piano, and synthesizer.
RR: I play the drums and other percussion instruments.
How would you describe your production?
JS: It all depends what kind of mood we’re in and the artist we’re working with, at the time. Jeremy or Ray, usually, start with creating a drum pattern. Then, Jeremy starts working with other instruments, creating piano riffs. We’ll sit around, almost like in a campfire, and work things out. We’ve been working together for so long that, once we hear the right sound, we all know that’s it. Usually, we work out an entire sequence with all the drops and ear candy, so that the writer only has to add the words and melody.
What sets you apart from other producers?
JS: We try to stay up on our research, studying the charts and the radio and then we produce a blend of “cookie cutter” pop music and real catalog music. So its not too left, but also not too right. Like the 3 bears of producing haha. We strive to create music that has longevity and music everyone can listen to.
RR: We don’t sample. So, the fact that we can create a body of work and memorable melodies from nothing is amazing.
Which producer(s)/production team(s) do you admire?
JB: Neptunes and Dr. Dre.
JS: I think Jerm hit it right on the nose; the Neptunes ushered in a sound that no one had heard before and continued to make it work, for over a decade. They’re still doing it and their sound is so different that it can’t just go out of style.
What is your greatest composition, thus far?
RR: We’re pretty much proud of everything we create, because of how we create music. The process is what’s incredible. We could start off with something like a weird sound and have that evolve into a track.
JS: I’d have to say getting a top 10 record on the Billboard Hot 100 with “Damaged” by Danity Kane. It was definitely a big step for us in where we’re going.
What is your next project?
JB: We’ve been finishing up the album for Far East Movement (Cherrytree/Interscope), a group that’s signed to us. They’ve been our focus. Right now, we’re preparing to go to Japan on tour with Lady Gaga. We can’t wait for you to hear what we’ve been cooking up with them!
RR: Our most recent releases are the songs, “Good Love” by Mary J. Blige and T.I., “I Don't Care” by Raheem Devaughn, “Even Angels” by Fantasia, and “Somebody to Love”/”Stuck in the Moment” by Justin Bieber. Also, we just got out the lab with Musiq Soulchild, The Cab, Sean Kingston, Travie McCoy, and more.
Who/What inspires you to create music?
JB: I like listening to all types of music, so I can draw inspiration from anything. Also, I have a 1-year-old daughter and she puts a smile on my face. I think how she makes me feel translates into my music.
JS: Everyday life! There's so much inspiration that can be taken from just living your life – from traveling abroad, partying, eating out, and even just taking a car ride. We all live our lives so free and spontaneous, so you never know what’s going to happen, by the time the day ends. This helps creativity. Also, we study the charts and radio to remind us where we need to be, constantly.
RR: Without a doubt, my parents inspire me. They came here from Haiti, raised me and my sister, and made it possible for me to do what I do. I’m also inspired by life, women, and people that are always passionate about what they do.
Who is the #1 artist that you would love to work with?
RR: I want to work with Jay[-Z]. Working with him would make me feel like we REALLY made it.
JS: Kanye West, because he’s the artist for the “now” generation. He knows what he wants, regardless if it’s good or bad, and just goes for it. I think he’s a genius.
JB: I agree with both Jon and Ray. I can’t really choose just one.
How are you looking to change the music industry?
RR: We just want to keep making good music.
JS: I love all types of music and would like to try and erase the boundaries of these genres so that we can open up the minds of all music listeners.
What advice do you have for upcoming producers in the industry?
JB: Go with what feels good. If your goal is to be on the radio, you should pay attention to what is being played on it. If you have other aspirations then go towards that direction.
RR: Do your homework; you should be aware of what everyone else is doing, in order to stay relevant, but do what you do at the end of the day. You need to be well-rounded, in order to make it in the industry. Also, be confident in what you’re doing.
JS: Everyone is essentially your competition, but remember that it’s a friendly competition. You should always congratulate others, but make it known that you’re coming for their spot.
– Michael “Wells Jr” Wells with additional reporting by Joncier “Ms. Boogie” Rienecker
