Without the proper representation breaking into the entertainment industry can be a major challenge. This is one of those glass ceilings Chicago Native Monique Atkins is working on breaking through her company Gardnerdz Entertainment. Gardnerdz Entertainment is an entertainment management company under the Deep Rooted Enterprise that manages artist within an array of different genres in entertainment industry such as rap, singing, poetry, and acting.
Monique discovered her love for entertainment management four years ago after discovering the first group she managed V.Y.S.E (VERSA) which stands for voicing yourself entertianment. Observing their performance, and the reaction of audiences is what really sparked the drive to push her thought to take entertainment management seriously. Interestingly, Diddy and Jermain Dupre are major pillars into creating the brand strategy of Gardnerdz Entertainment. She first learned how to shape her idea of starting a management company from watching Diddy’s show ‘Making The Band”, and Jermaine Dupre “The Rap Game” the marketing strategies they used helped her create a proper structure to build her business. What makes Gardnerdz Entertainment different from other management companies is that Monique teaches her clients how to be productive entrepreneurs instead of just perfecting their artistry.
“The one thing I can say i am doing differently, from other labels is really building a relationship with my artist as well as mentoring them on becoming their own bosses (entrepreneurs). I am trying to teach them the game, and when I say the game I mean how to ready contracts how to make sure everything they do is in black and white. I make sure each artist under Gardnerdz Ent. have product to sell. So cd’s, hoodies or T-shirts. This helps push their name and help them capitalize to be able to put money back into their dream.”
Currently, the roster of Gardnerdz entertainment consists of 3 artists. Two solo artists named King Jak, and Ja’Nae Verde, and a group that goes by 3BC which is an acronym for the phrase “Big Bank Band Clan”. Monique discovered most of the artists she currently works with at open Mic events, but she is still astonished of how far her company has come;
“I choose open mics because I new some of the dopest artist would be showcasing their talent and they are unseen. However, now since I have created a name for myself the artist actually come to me. For example, I could be at an event I place my artist in, and multiple artist would run up to me and say “ Hey my name is… and I look up to you, I see you go hard for your team and I would love for you to manage me.” Of course this makes me feel good, it makes me acknowledge how hard I been working. My response to them is “ I am currently, focusing on my artist at the moment once I get them to a certain point I would then look for other artist. However, I would keep you in touch with upcoming events we have planned.” So that’s how I find my artist.”
So far, Monique has gotten her artists to work with Tink, Willie Taylor, and Famous Dex, Rollin’ B, and a few more other artists within the Chicago area. Interestingly, she explains how even though these names are great to add on any new artists resume, it is not what she wants her artists to rely on breaking through with their career within the entertainment industry.
“I push how important it is to build their name first then we can work with others. The reason being, is I want them to create their own buzz and not get the buzz from the artist they worked with. Don’t get work my artist have some features with Chicago local artist, but they understand where I was coming from when I told them let’s focus on us first”
Along with helping artists in their development Monique is always making sure through her company Deep Rooted Enterprise which is the parent company of Gardnerdz Entertainment, and her clothing line Deeply Rooted ‘07 she is giving back to the community. They give back to the community by donating proceeds to different organizations in Chicago, speaking at different schools, and supporting different organizations that are working towards equal rights for teachers in Jackson, MS and many more. You can support Gardnerdz Entertainment by supporting their artists, and sharing their music.
