What the Game’s Been Missing: L.I.T (Live Indie Talent) Concert Series

Brian “Flex” Wynder’s Media Mafia Productions, LLC pioneers a fresh new way to market and brand new, independent artists

It appears that we have grown our very own SXSW right here in the city, tucked away in the burgeoning East Atlanta Village. The creator of Atlanta’s newest and most innovative approach to representing new, independent talent is taking the city by storm and reinventing the way independent artists are represented here, and perhaps, eventually, the entire country. L.I.T (Live Indie Talent), a concert series featuring some of the most buzzed about artists in the Atlanta area, has emerged and is quickly picking up momentum, mostly by word of mouth. The creator of this event, Brian “Flex” Wynder, originally had the vision to present the best of the best of indie talent in the Atlanta area, but with a twist: presenting new, up and coming artists, as though they are already mainstream.

At first this idea may seem unconventional, and to be quite honest, it’s pretty damn risky in today’s economy; however, after speaking with the Atlanta native who began his career as an artist, specializing in graphic design, I began to realize just how much of a creative genius he actually is!

After having worked as an artist with his own studio for about 8-10 years, Brian decided that the starving artist role wasn’t one he was willing to play. He began to write and produce a few songs for some well-known names in the music industry, and soon began to learn the ins and outs of the music industry, while also starting up his own digital media company, Media Mafia Productions, LLC. He revealed to me that his major drive for starting up an event like L.I.T. is simply because he wants to give back.

“I’ve seen so many artists, that’d done real work on the circuit, get taken advantage of with showcases that I had to do something where I could create an opportunity for others like myself to succeed.”

What L.I.T. does is provide independent artists with a unique opportunity to actually have their very own concert, instead of just a showcase, which many new artists are forced to participate in if they want any shot of getting noticed at the local level.

Brian’s theory behind this is that a 20 minute concert is much more effective in comparison to a 5-10 minute showcase, where the artist may perform one or two songs, and may or may not be seen and heard because they may not even get a chance to step foot on the stage until 3 am. It allows the artists to “showcase their own style and get their own individual shine” Brian said.

For many independent artists struggling and competing for attention, this may sound all too familiar, and to make matters worse, they’re quite often required to foot much of the bill.

What L.I.T. does is give the independent artist access to all the tools and accoutrements that a mainstream artist would have, for free!

Yes, you read correctly, it’s all done on the house, compliments of Brian’s very own digital media company, Mafia Media, LLC. They’re footing the bill for each concert series, providing everything from lighting, special effects, VIP access, a full sized stage, and even food and meet and greet with local and national press as well as fans after their set.

“We want the artists to feel and be treated as though they are already A-List stars so that they become accustomed to the lifestyle of the industry. We give them full creative license, and we provide VIP rooms for the artists to take pictures, meet with fans, and just be catered to” Brian said.

“It’s important that we put these artists on the same platform as mainstream artists and prove that as long as they push themselves, promote themselves, and take full advantage of what we’re offering, it’s a win win for everybody.”

I asked if it was difficult for some of these artists, especially lesser known artists, to get used to the high quality accommodations they were being provided with. He laughed and little, and said, “You’d be surprised how many artists come up to me afterwards asking what they owe me, and I tell them nothing. It’s hard for them to believe sometimes.”

However, with all of this first class treatment, some of the artists often begin to feel unworthy, Brian says.

“One of the problems we’ve had is that sometimes I wish they’d push themselves just a little harder. I often tell them that I understand you have a buzz in the city, but we’re trying to push you to the next level.”

What Brian wants to reiterate is that L.I.T. does not choose just anybody who says they can sing or rap. No artist selection is arbitrary, and they take their selection process very seriously. Artists are required to submit songs along with forms to Brian and members of his team. If they like what they see and hear, they then do research on the artist, and if they feel that they meet their criteria and standard of quality as an artist, they are extended an invitation to perform.

However, don’t misunderstand the type of indie talent that L.I.T is trying to expose ya’ll to. They are not confined to just musical talent, but all types of talent. This summer, they plan to even feature a hip hop ballet act, various soloists, live bands, as well as a hip-hop violinist. L.I.T. plans to add more creative talent acts to the list as they move along and grow as a brand. L.I.T is definitely one of a kind, and while it may seem to be just another hipster movement hodgepodge, full of eclectic musicians and artists, it represents a more unified concept of artistry that wishes to push the envelope as far as independent talent is concerned. L.I.T. definitely wants to expose you to what you’ve been missing. It’s sort of a revival of “what the game’s been missing” here in Atlanta, and Media Mafia has goals to eventually take the concert series on the road to share these artists with the rest of the nation as well.

Currently, L.I.T.’s main goal is to increase awareness and expose more people to what they’re about and what they’re trying to do for indie talent in the city. More than anything, though, Brian and his team want people to understand that what they are building is a brand.

“I hate to use the term ‘movement’ because it’s so cliché’. What we really are, is a brand; a new way of marketing new artists, not just locally here in Atlanta, but to the entire nation. We’re building a new dynamic of artists and some of these artists don’t even fit one particular genre,” which for people like me, is exactly what I’ve been looking for.

After just finishing up their 5th installment of the series, each concert has been different, yet consistent, featuring everyone from hip-hop artists, to r&b singers, to live bands. Part of what L.I.T. aims to do is to represent an array of styles, genres, and sounds, but they also don’t want you to think that they’re only about music.

L.I.T. also offers an opportunity for designers to market and promote themselves in their very on “Merch Mall,” which features designs and apparel by Prints of Peace as well as Fishes and Loaves, the originators of the “Molly Wop” crewnecks that have been floating around the city lately. They encourage any and all local designers to bring in their stuff as well, as they are always looking for new, innovative and fresh talent to further enhance the L.I.T. brand.

“L.I.T. is all about independence, not just about music. Sure, the music is what ties everyone together, and brings unity, but we’re into a little bit of everything; sports, cooking, designs, artistry period.”

For many artists, especially those that are Atlanta natives, an event like L.I.T. is a dream come true. For years, it has become increasingly difficult for new artists to escape the confines of Atlanta, being quickly labeled as “local” if they’re not associated with some other mainstream artist that has already made a name for themselves on a national or global scale, and for musical talents, getting played getting only local radio play on V103 or 107.9, yet remaining a mystery in

most other parts of the country. While L.I.T. does not profess to turn you into the next Future or T.I., one of their latest concerts featured Cyhi the Prince and Lil Scrappy, who perform right alongside lesser known Indies such as singer Marian Mereba, and rapper CJ Da Fly Guy. A few other notable artists are Miloh Smith, Chiiirp, Rome Fortune, Alkebulan, Anstrumentalz, and Willie Hyn & the Rose Parade.

Keep an eye out for the unique advertisements that could only come from the creators of an event such as L.I.T., featuring old ladies smoking cigars. According to Brian, this is just another brand building element that has been successful so far. “We wanted to do something that would grab people’s attention and stand out. Something different. It had the humor element, and they become pretty popular. We actually discovered another company using something similar, but you just can’t duplicate originality,” Brian said proudly. “We love the old ladies. Everybody loves the old ladies. We’re keeping them.”

As for the future of L.I.T., Brian and his team only plan to expand the brand, making it bigger and better. They’ve already begun to get noticed by SXSW as well as a few other independent talent events.

In the event you don’t run across one in the city, be sure to check out their website, www.liveindietalent.com and either submit to perform, or grab a couple of tickets to their next show! The website has a lineup of upcoming concerts, which are held in East Atlanta Village as Asylum, located right off of Flat Shoals Ave. Keep in mind if you’re thinking of submitting and being a part of the L.I.T. brand, you’ve gotta’ push yourself! While they don’t mind providing the platform for you to succeed, it’s ultimately up to you to elevate yourself to the next level of stardom.

L.I.T. is definitely what the game’s been missing in Atlanta, and we’re definitely glad they’re here to stay.

Brittany Williams