Exclusive: US Artist and Repertoire Executive/Producer ‘Niddy’ talks about signing the first African-American K-Pop artist and opens up about working with JYJ.
Tyrone “Niddy” Buckner, head of Billboard Music Group LLC and A&R* for C-JES Entertainment, started out in the business at a young age as an aspiring artist/rapper in Atlanta, Georgia. After graduating high school, Niddy studied music and film at Full Sail University and earned a degree in both film making and recording arts. After graduation, he started his career as a A&R talent scout for Transcontinental Records/Fashion Rock, working with groups like the N’SYNC and the Backstreet Boys. Throughout his career, he has worked with huge names such as Pitbull and Nelly/St. Lunatics on music based film projects, and has recently gained the attention of the K-Pop fans worldwide with his work with CJeS Entertainment’s own Xia/Kim Junsu from JYJ.
We recently sat down with Niddy, via satellite from the Qubeey headquarters in Los Angeles, to discuss how he got into K-Pop, what the genre means to him, what it was like working with Kim Junsu, and his plans and aspirations for the future of K-Pop in the US and around the world.
How were you introduced to K-Pop?
Niddy: “I was working with an artist by the name of Francis Kim. He was a really good friend of mine. When I seen him perform, he was just this amazing K-Pop artist. When I heard his voice, I was like ‘Man, this kid is just amazing.’ So he’s the one that kind of introduced me to K-Pop and then as I started learning about the genre, I was even more amazed. I was so surprised when I started to look at the American pop charts and realized that not one K-Pop artist was on there.”
What was it about K-Pop specifically that made you fall in love with the genre?
Niddy: “The performances of K-Pop artists themselves. I had never seen an ethnicity that could perform soulfully and physically on the level of any other mainstream pop artist here in America and have the audience that K-Pop has. It was that , that really peaked my interest specifically. I looked at it and realized that the Asian community in US really didn’t have their own niche in popular music here, and I wondered why. Music transcends race, gender, ethnicity, and everything. So, I felt like K-Pop truly deserved a place in the mainstream market because its dope.”
How did you end up working with CJeS Entertainment as a freelance Co. Producer and A&R?
Niddy: “While working with Francis Kim, I was asked by Dr. Dre to bring in some song writers for a new record at that time. So, I brought in Francis and we spent nine hours in the studio with Dr. Dre. After that, he introduced me to CJeS.”
With the collaboration between Bruce “Automatic” Vanderveer and Kim Junsu for his solo English album Uncommitted, you were heavily involved with its creation. Can you tell us a little about how that project came about?
Niddy: “At the time, I was A&R for CJeS and I had about seventy-five track submissions from different producers and songwriters. I was introduced to Automatic through a friend and he sent me a couple of tracks, one being Uncommitted. When I heard it, I was like “Aww man this is a banger. This is right up their alley.” The funny thing is, that track actually was originally submitted for JYJ (as a whole). It just so happens that CJeS Executive Ray Yeom loved it and wanted to do it for Junsu. It almost happened by accident”
Niddy: “CJeS hadn’t even announced that they were going to do a solo album for Junsu at the time. so I thought they were going to use it for the boys, but it ended up being for his solo project instead which was a really good thing for my self, Automatic, and the company because it became a very successful English record. I’m so very proud of that record.”
Can you tell us a little about what it like working with both Automatic and Kim Junsu in the studio?
Niddy: “The actual experience in the studio was amazing because it was the first time I got to really hangout with Junsu. It was really exciting because he has this really cool vibe. He’s got great energy and he smiles a lot. The funny thing about Junsu is his smile. You know when he’s in a good mood, in a good place, and when he’s around good energy because he always smiles. He was totally a really great and fun person to work with. He worked hard and diligently. He wanted to make sure that record was really good. It was amazing.”
Recently JYJ held their “The Return of JYJ: Tokyo Dome” concerts in Japan. Afterwards, Uncommitted hit number one on Japan’s Amazon K-Pop charts. How did you feel when you found out the news?
Niddy: “I was actually at my son’s track meet when I got the call from Automatic. He was like “Yo Niddy! We’re there son! We made it baby!” and I was like, “What happened?” He told me that Uncommitted hit number one on Japan’s Amazon K-Pop charts and I was amazed. I was so excited about it because it was a great accomplishment considering what JYJ has been though the last few years. To see the fight starting to show a winning phase, it felt really good.”
How did you feel when you found out that Junsu performed the track in front of 210,000 Japanese fans?
Niddy: “The first time I ever seen JYJ perform, I was in Peru. I had the privileged to be sent to Peru by CJeS to see them perform in front of about eighteen thousand fans. When I got there, I got to see just how powerful and amazing JYJ truly are. I’ll never forget that moment for as long as I live. There were thousands of fans with glow sticks in the air, it was dark, and they’re screaming and chanting JYJ’s name. My heart was just pounding because I knew that one day they would be singing a track that I was apart of, that I did.
When I saw Junsu perform Uncommitted in front of the fans at the Tokyo Dome, it was overwhelming because it brought me back to that feeling I felt in Peru. It was amazing to see all that effort, that we had put into this track, was paying off and the fans were loving it. I was ecstatic.”
At that moment, Mr. Automatic popped into the studio to say hello to Niddy and check out what he was up to. You could tell that the two were truly great friends by their interaction with one another. We asked Automatic if there was anything he would like to say to our readers about Niddy and he gladly responded with this statement:
Automatic: “I’m happy for my boy Niddy and for being a part of this team. InRage Entertainment loves CJeS and JYJ. This whole experience has been phenomenal and it all got started with my man Niddy. It’s just an incredible camp and I’m proud to be a part of it! He’s about to do some big things so watch out for it.”
We then steered the interview to the subject of K-Pop fans and discussed how he feels about being a K-Pop fan himself, how he views the other fans of the genre, and how the fans have treated him since the release of Uncommitted.
While K-Pop music itself can boast a wide range of accolades, it’s the genre’s dedicated and loving fans that have become the heart of K-Pop. What is it about the genre’s fans that you like the most?
Niddy: “As professionals, we always try to find a way to get back to the essence of the real fan. When I ran into the K-Pop fans, I had seen a rebirth of that essence. I had seen the real fan. The fans that cry, that fight for their artist, and believe that their artist can do no wrong. They love their artists unconditionally, they love their music, and they are willing to fight for their cause and what the music stands for -so that is a place in the music industry.”
That’s why I love K-Pop fans. They’ve embraced me. They tell me about their dreams, hopes, stories, aspirations, what they love about K-Pop, what they want to see happen in K-Pop, what they’re willing to do to make it happen, and how active they are themselves. I haven’t seen a community of fans like that in a very long time. I think that if the big people in America could really get an eye on K-Pop fans and really see them, they would truly see the power of this music and how it really deserves a place here. The fans deserve a place here.”
K-Pop fans always love to share their favorite artists with their friends. As a fan yourself, who are some of the K-Pop artists you enjoy and why?
Niddy: “I’ll have to go with my boys JYJ first, because I’ve worked with them and they are just extremely talented. Aside from them, there’s another group that I really think is dope: Big Bang. I really love Big Bang. They got a track called Bad Boy, that I like, and the music video is dope. I also like BoA, Girls Generation, 2NE1, Tablo, Wonder Girls, 2PM, Aziatix, and definitely Jay Park. I want to do something with Jay Park cause he’s amazing. I want to do a couple things with that dude.”
Have you ever wondered if your favorite artist really reads fan letters or appreciates fan gifts? We had been discussing K-Pop fans for a lengthy amount of time, when Niddy was reminded of a very interesting incident that happened while he was on tour with JYJ in Peru, and he decided to share it with us. Listening to his story epitomizes the very essence of why JYJ is so loved by the world over.
Niddy: “When I was in Peru, I had the opportunity to witness the gift giving portion of the fans love. The fans, once again, because they are so incredible, take the time out to create all kinds of fan gifts -from bag and posters to even buying merchandise- for the group. It was the last day of the tour in Peru, and we all went out to take a tour of the city. When we were leaving the hotel, there were fans everywhere, putting gifts for the group in our hands -asking us to give them to JYJ, and even throwing them through the window of the bus. After the boys stopped to pick up some new Samsung tablet phones and pairs of Beats By Dre, we got back on the bus to finish the tour.
When an artist gets that big, you know fans always wonder if they really keep that personal connection with their fans.
I was sitting on the bus and Junsu was sitting right in front of me. I asked him to check out a record I was listening to, so I handed him my phone. While he was checking out the record, he reached over into the seat next to him and starting going through the fan gifts and reading the letters. I thought that was kinda cool because I knew he was still a real person, that he was still down to earth, and that he truly cared about his fans. I just thought that was so cool. That was one of the greatest experiences of my time with them, before I got to know them better, and I wanted to let the fan fans know. JYJ are all like that. The really do love their fans.”
*A&R refers to Artists & Repertoire: a division of a record label or music publishing company that is responsible for talent scouting and overseeing the artistic development of recording artists and/or songwriters.
Note: parts unrelated to JYJ were omitted.
its JYJ indeed!!!
So happy to hear any good things about JYJ ^^
This is such a good day, all these articles. Lalalalalove JYJ.
nobody eva said anythg abt jyj..am soo proud of them
Thank you for the article. I’m starting to miss sunshine Junsu..
http://imageshack.us/photo/my-images/29/521865141.jpg/
Oh wow a lovely interview, I’m in tears…More love for JYJ and thanks for spreading the love Sir Niddy 🙂
Being in JYJ Republic I positively could feel and share the essence of being JYJ’s true fans BUT …
the essence is much more stronger because of the essence of JYJ themselves!
I have never felt this way about any artist (lol..we practically spend hours everyday on JYJ 🙂 🙂 🙂
JYJ not only earned our admiration and adulation for their talents but also our deep respect and love for who they are….
What strikes me the most is how well Niddy manages to convey the personality and characteristics of the artists JYJ. He’s obviously spent more time with Junsu, thus his descriptions about him are more abundant. But there is no mistaking the fact that both he and Bruce have connected with JYJ. Looking forward to the new album all the more.
He must be the person who was standing on the balcony when JYJ were waving to the crowd down below. I wondered who that was.
With compliments and more compliments from their closest friend and workers….i know they are such a good and amazing person at heart…that is y i love them!jyj…i love u!!!
I’m so proud of Niddy and Automatic! I can imagine their excitement of hearing “Uncommitted” in front of thousands of fans! I, too, am astounded by the devotion of KPop fans–there’s nothing in America that comes close. I think JYJ’s music could cross over–particularly the dance tunes “Mission” and “Be the One.” They could really rock dance floors in the U.S.–Shirley in L.A.
yeah but they need to correct the ridiculous English of the song. You can’t sell that song to mainstream Americans who are not fans of JYJ. They will be ridiculed and laughed upon. I love that song so much but the English lyrics are frankly crap… It’s unintelligible, a bunc of random English words thrown after each other. As much as I love JYJ I’d rather leave the English lyrics writing to native speakers. Chun’s rap part is hilarious. I always crack up whenever I hear it.
Yes, it’s true–Americans are very picky about their English. Your pronounciation has to be flawless or they won’t accept it. If JYJ could master their English and perhaps remix “Mission” and Be the One” with Niddy’s and Automatic’s help, I think they would be played in the clubs. Those songs are just too good. I especially liked the version of “Mission” they performed during their Tokyo Dome concert. It totally rocked!
Omg…dr dre????as in monster beats dr dre????that is so awesome!!!
That’s really attractive that Junsu wouldn’t wait to read his fans letters, He’s really connected to his fans it reminds me of the membership week project that was held , was actually Junsu’s idea as told at the 36 second of the video below.
Junsu’s heart is in his actions. I also recall that video in Come on Over he also did the same action as Niddy said, he read a letter right after high-five-ing fans when he went to the back of the stage, he opened a letter and read it on spot back then too.
So its his nature ……which means if you write him a letter he’ll read it on spot too. and if you send him a gift he’ll open it on spot too. He might recognize your face as he recognizes your letter and gift because of that.
one more video, from 3:21 his interaction with fans is so heart warming, I really can’t describe it, but they are all so comfortable with each other, they pet and adore him and he leans in softly to get their presents.
Goodness i never watched those! very heart-warming <33
Do you have a full video of the 1st event?
During their previous group era, didnt all the members said that Junsu's the one who treasures the fans the most? ^^
Jaejoongie and Yoochunnie are wonderful too.
Love the trio so much!
sorry I don’t have that vid, I came by what I posted by accident while looking up old JYJ videos.
@Kalus
Thanks for sharing these videos! You are so right about Junsu’s heart being in his actions. He may not verbalize his feelings often, but there is no mistake he treasures his fans very much. I’ve seen this fan meet video before, and the cute interaction of Junsu with the fans makes me feel all warm and fuzzy, and i have to say Junsu fans are one of the sweetest and most well behaved i’ve seen^^
Hearing all this just makes me faĺl in love with them all over and over and over again…it just validates all what I thought of them..perfectly sweet and honest guys who just wanna do their best..its amazing..love them!!! ^^♥
Oh and now i’m imagining how Uncommitted will sound as a JYJ song^^
Us fans, we know they are truthfully, thas why they trascends frontiers and keep in our hearts.
World domination… Im waiting for it~*
Is so good to see that influential people in the USA market are willing to give kpop an opportunity to become part of the musical scene in America. It’s about time! Kpop have the fans, the songs and the talented people like JYJ to become huge in America. As a fan I’m waiting anxiously to see kpop getting the attention it deserves and JYJ is an amazing group to lead the kpop wave because their talent is undeniable! 🙂
Thank you for sharing good news about JYJ
Such a heartwarming interview with Niddy.. Having these good talented people to work with our boys are a blessing indeed! Good things keep coming for our boys. JYJ fighting!!
Ah this made me smile ^___^ made my day haha, so proud of them 🙂
I’m so curious about what Uncommitted would be like with JYJ 😮
Thank we know all the energy they pour into us we try to give it back 100% with love and devotion… Trust is not easily earned in stars these days but they are truly worth it from their heads to the toes… Thats our JYJ…
Awwwhhhhh, this is so heartwarming! I’ve always like Bruce since he’s very kind to our boys, now I guess I’ll have to add another name to the lists. And lol, Jun su!!!!! He’s such an angel really!
Thanks to those who wrote these!! It felt like I also saw them in person while reading these.. I’m so happy for you guys who have already saw them in person~~^^
As for me, I’m still wishing for it.. T_T glad there’s youtube..
do you guys follow JYJ line account too?? if you do add me, viviendeannah is my LINE ID.. we JYJ lovers from different countries have a chatroom at LINE, let’s spread JYJ love.. ^^ FIGHTING!