Sonja Norwood | Interview (2005)

Aries (UBG): How difficult was the adjustment going from a financial analyst at H&R Block to being an entertainment manager in the business?
Sonja Norwood: I was a District Manager for H&B Block for 11 years. I had no idea that I would be associated with the entertainment business. My goal was to become a Regional Director and only have major stress during tax season. Leaving Block to enter the entertainment business was a major adjustment. I had no idea what the entertainment business was about. I figured business principles and practices were basically the same, boy was I wrong. I knew that there were certain rules that I would not change and I knew that my daughter needed protection so I stepped to the plate and made the best of it. Looking back, if I had known what I know today, I probably would have been terrified and stayed away.

Aries (UBG): Why independent over major?
Sonja Norwood: At the time, I don't think we thought independent over major, we thought to support Ray J and his goals. Our goal was to support his dream of being able to produce the type of record he wanted and as the process progressed, independent became an option. I guess we, as a family, have always been willing to take a risk and this was another risk we were willing to take.

Ray J has had a vision of owning his record label -Knockout Entertainment- since he was 13. That vision never left him and when the opportunity came, we decided to support - give it a try and see what happens. I think it has been one of the most daring things we have done with no regrets. Thank God we did it.

Aries (UBG): Ray J has had more success with this album than any of his previous albums and it was released independently on his own. What is your ultimate goal for building Ray J's name and brand as an entertainer?
Sonja Norwood: Part of Ray J's personal growth and strength have been the trials and tribulations he has endured - balanced with success. His creativity and willingness to step out and be risky are characteristics I would not change for anything. My "mother" goals for him are to continue to grow as a man, take risk, not be afraid of what people think or say about him, stand for what he believes and continue to seek God and wisdom. It is more important to me for him to know how to make a way out of no way, love God, love mankind and be able to take care of his family under any circumstances. As far as him as an entertainer, he's very talented, creative and his talent will always make a way for him. Ultimately, he will determine his brand as an entertainer, I will support whatever his choices are and support with all my might.

Aries (UBG): With One Wish and What I Need already released, what other songs do you feel are strong contenders for singles off of Raydiation?
Sonja Norwood: Given the right season, I think Raydiation has many songs to fit the need of any genre. My personal likes are Anytime, Melody and my most favorite is Centerview. Centerview was a wake up call for me and will remain in my heart forever.

Aries (UBG): A few months ago, there was a Billboard article released about Ray J and it mentioned that Brandy is releasing music through Knockout though she isn't officially affiliated with any label yet. So is Brandy officially signed to Knockout as an artist, or is she just an investor? If she isn't an artist on Knockout, when can we expect for her to announce her new label home?
Sonja Norwood: Brandy is a part of Knockout Ent. Brandy, like Ray, has always taken risk with her music and has set the standard for most female artists following her. Regardless of how she returns, I'm hoping her fans will support and she will be on top of her game. You can expect a record from her soon regardless of label. Remember, we have tested the waters on both sides and we are not afraid of taking risks, so don't be surprised either way. I think what's most important to know is, whatever, wherever, it will be hot and it will be for her fans!

Aries (UBG): BRE Magazine recently named you woman of the year for their annually edition. How did you feel to receive such a prestigious honor?
Sonja Norwood: I was very honored to be the first woman to have the cover of BRE as Woman of the Year. It's a great feeling and I hope it opens doors for other women who are making significant contributions to the entertainment business.

Aries (UBG): What qualities should a good manager possess?
Sonja Norwood: Hm, qualities? What I think and what is, of course, is different. I think all good managers:
1. Should have thorough knowledge of the business.
2. Should be open and honest with their clients.
3. Should focus on their clients rather than opportunities for themselves.
4. Should have goals and visions for their clients in addition to the goals and visions that their clients have for themselves-
5. Always seek opportunities for their clients.
6. Have great relationships and build a solid team.
7. Can adapt to any situation, communication and critical thinking skills.
8. Problem solvers
9. Humble
10. Decisions should be made in the best interest of their clients
11. Can be objective.
12. Maintain integrity no matter what the cost.
13. Keep their clients bank account healthy.

Aries (UBG): What advantages do you feel there are when parents manage their children verses someone outside the family managing them?
Sonja Norwood: Here's what I know about me as a parent manager- no one cares more about my children and their well being than me. No one knows my children like me and no one will go the distance for my children like me. So those are the greatest advantages. Aside from those natural parental elements and parental instincts, parent managers must know the business or align themselves with someone trustworthy to learn and surround themselves with a good team.

Outside family managers do not carry a label and usually are given more credibility of being a manager whether they know the business or not. Some people would prefer to work with non family managers. In some cases these manager maybe more objective to decision making and has no personal investment in the artists.

Aries (UBG): Do you feel that you laid the groundwork for a lot of the parent managers out today like Matthew Knowles (Beyonce' & Solange Knowles) and Tina Douglas (Ashanti)?
Sonja Norwood: I can't say. I did what I had to do at the moment and I'm sure many other parents felt the same way. I feel that I have taken more hits than most. Jamie Foster Brown, gave me the title - momager in 1995. Dang that's a long time ago so I guess I laid some groundwork but it really doesn't matter, what matters is more parents and family members are getting involved in careers of people they truly love and are willing to learn the game.

Aries (UBG): Have there ever been any songs that your children have recorded or things they've done image-wise that you didn't agree with? If so, care to share any?
Sonja Norwood: Yes and we do have heated conversations about it - sometimes there is reasoning among us and sometimes there isn't. When all is said and done, the decision remains theirs. If it's the wrong decision, I will have their backs and we will work through it.

Aries (UBG): Name one thing that you would have done differently regarding your children's careers.
Sonja Norwood: Regardless of how bad they wanted to be in the entertainment business at a young age, I would have waited until they were 18.

Aries (UBG): How does you feel when people refer to you as a stage mom?
Sonja Norwood: I don't hear that label - stage mom - now as I did when I first started. People are allowed to think and say what they will, it doesn't affect who I am nor the business I conduct. I also think it's a label that parents automatically will hold no matter how successful they are as a manager.

Aries (UBG): Is Willie making anymore efforts for another Gospel album?
Sonja Norwood: Willie Norwood Sr. signed to Knockout Gospel and has just completed his new CD called "I Believe". You can check it out on CDBABY - gospel.

Aries (UBG): How is baby Sy'rai doing.. and does she call you "Mama"?
Sonja Norwood: Sy'rai is the greatest gift given to me in the last 4 years. She is wonderful and thank you for asking. She is my sunshine and my calmness at the end of each day. She calls me Grandma. I didn't want to be called Grandma but the way she says it, I couldn't say no. I'm so thankful for her.

Aries (UBG): How do you stay looking so beautiful and so young?
Sonja Norwood: Thanks for the compliment. I don't know how to answer this question because I don't see what you see, so I will just move on. :)

Aries (UBG): What are your goals for the rest of this year and next?
Sonja Norwood: Prepare for Brandy's project, continue to seek opportunities for Bran and Ray, help them build Knockout Entertainment and hopefully prepare for retirement.

Aries (UBG): What are you most proud of in your successful career?
Sonja Norwood: Truthfully? I'm proud to be the mother of two beautiful children and I'm proud God has given me the wisdom to sustain in this business over the years. I'm most proud to have been able to succeed as an independent label against all odd - understand the machine of a major through Brandy and through it all, I still have some sanity. More importantly, I have been able to assist in making the dreams and aspirations of both come to reality. Thank you Jesus!

Aries (UBG): You've taught me so much in the years we've been friends that have made me make some better business decisions as well as personal, but the one thing you always give me is Bible & personal quotes that I cherish. I save them and keep them whenever I have something major on my mind. I also know from Bran & Ray, you've shared some wonderful ones with them. Would you share a few just for this interview that you've blessed us with over the years?
Sonja Norwood: My favorite through all times is the book of Romans, 1 Cor 10:13, Isa 54:17, Prov 3:5, Prov 4:5-7, Matt 10:28, Ps 84:11, Matt 21:22 to name a few.

Aries (UBG): Me and you talk all the time about you writing a book, and you always say you think about it, but you don't think now is the time or if people will want to read it. And everytime I try to persuade you more to do it, will we ever get that book from you?
Sonja Norwood: I thought about that book many times. I would like to write a book but then I ask myself, who would want to read a book from me? Do I have a lot to say? What would be the purpose? Can I help someone? When those questions are answered, maybe; and maybe I'll never know those answers until one is written. We'll see.

Aries (UBG): What's next for Sonja Norwood & Knockout Entertainment?
Sonja Norwood: Knockout Entertainment will hopefully grow into an overall independent entertainment company focusing on music and branching out into movies, TV projects, and other independent entities. Those are my aspirations for KO. Ray will be the one to determine what's next for KO.

As for me, when I'm completely comfortable with knowing that my two understands this business in every aspect, are prepared and can sustain, I will retire (big smile) - OK semi retire, move back to Mississippi and probably get into politics.

Aries (UBG): Any last words for your fans?
Sonja Norwood: My heart throws love to the many fans who have been a part of our family. I wish that I could personally thank each of you and show just how much we have appreciated you over the years. My thoughts and prayers for you are to dream and dream big, dreams can come true and they can come true for you - believe, don't get discouraged and know that God is on your side. When trials and tribulations seem to get in the way, they will strengthen you, learn from them and appreciate the struggle, its only a short journey to success.