About Me
MONA SCOTT BIO Violator Management Co-owner and President Mona Scott is "a 21st Century Renaissance sister," quoted Essence magazine in a feature on Scott for its "Ka-Ching Money Issue." That's a hearty description, but one that justly defines the executive who has copped attention as a playa from the likes of the Hollywood Reporter to The Source, from the toughest street thug to the most powerful man in Hollywood. Why? Mona's expertise in managing, marketing, touring, and promotion which has helped steer the superstar careers of the likes of Busta Rhymes, Missy Elliott, Mobb Deep, Noreaga and others, is fueled by her intense passion for everything she does. Scott makes sure she lives life to the fullest; that's her philosophy and it's one that has kept Scott at the top of her game in a career that now spans more than a decade. "You've got fires all day that you've got to put out," explains Scott, who handles the day- to-day operations of Violator Management. "But this isn't even a job, this is my life." Good thing too. Scott is considered a pioneer in her field-she has helped guide Violator to sales of between 8 and 10 million records a year for the last 6 years and has orchestrated the marketing and promotional campaigns that saw the last 7 Violator albums debut in the Billboard Top 200 Albums chart. Her groundbreaking television and print commercial deals for the hip-hop artists under her care brought Scott to the head of the pack. Having successfully marketed hip-hop from the hood to Hollywood, Violator brought their street marketing skills to the film and television world when newly-formed Violator Marketing Group (VMG) landed the promotion contract for New Line Cinema's summer picture, "Blow," starring Johnny Depp and directed by Ted Demme. VMG was created to successfully market mainstream products to the urban consumer, a consumer not defined by ethnicity, but rather by lifestyle. But long before Hollywood officially came calling, Mona made it a point to pursue broader opportunities for many of her artists. She'd already cracked the fashion and cosmetic field by brokering a Busta Rhymes shoe deal with Harbor Footwear for his Bushi by GBX line, and a Missy "Misdemeanor" Elliott's lipstick through Iman Cosmetics. On television, former Violators' A Tribe Called Quest were the first rap artists to hawk for Sprite soda. Missy pioneered the musical artist/Gap clothing relationship when she appeared in their commercials a few years ago and in another more recently with Madonna. In 1998, Scott convinced straight-laced Pepsi Company that Busta Rhymes could sell Mountain Dew, so they agreed to a 30-second Mountain Dew radio spot. "Pepsi's is a very conservative company, even though [Mountain Dew has] this whole extreme image. It was about staying in there, continuing the dialogue and getting them to understand what I saw-that Busta and Mountain Dew were a perfect match. We had opportunities to do other beverages, but it was about finding a product that represented Busta's extreme personality." Today, between your favorite television shows, Busta can be seen in his second series of popular Mountain Dew television commercials! "We're translators," says Scott. "We act as a liaison between our artists and the film, television and fashion community, to smooth out the differences in culture. The rap lifestyle has gone mainstream, and we explain that. It's not about color anymore. It's about the music you listen to, the kind of activities you enjoy, the kind of experiences you claim as your own. Even a white kid in Beverly Hills can enjoy rap music, wear the clothing and go to the clubs because he identifies with the lifestyle." And just because Mona Scott is now doing business with the Hollywood elite, she is unapologetic about selling the rap lifestyle to mainstream America. "That audience has accepted our culture without us having to change it from the way it is," she explains. The journey to become one of hip hop's most ardent cultivators began for Scott at a placement firm for graphic designers and art directors, where she first learned about imaging and artist development. "That was my introduction into the music industry." She made her way through "trial and error. It was more about common sense and intuition. I found I had a natural talent for it." It's a talent Mona Scott has put to good use since she began managing the original Trackmasters, producers whom she felt needed to be treated as artists. The Trackmasters team produced such acts as R. Kelly, LL Cool J, Mariah Carey, Noreaga, Cam'ron, Foxy Brown, Notorious B.I.G., Mary J. Blige, Big Pun, MC Lyte, Fat Joe and founding members Tone and Poke, eventually going on to become senior executives at Columbia Records.Mona was then asked by longtime friend Chris Lighty to run the day-to-day of his Violator Management stable, and she went on to build with him a roster that includes 50 Cent, Busta Rhymes, Missy Elliott, Capone'N'Noreaga, Mobb Deep, The Clipse, Tweet and DJ Red Alert, all of whom have mined platinum CD sales on one or more occasion. But that's an oversimplification, of course. It's more than selling records; Mona grooms her stars. But she looks for acts that "have their own unique sense of self that sets them apart in the marketplace. Just as important is their dedication to their craft and to themselves as artists," Scott says. "I need people who are serious about what they do, who are going to be willing to put in the hard work. I won't work harder for them than they do for themselves. I look for artists who are Mona Scott hungry; who will do whatever it takes to happen. That's the way I work, that's what I expect from my staff and that's the level I expect the artist to meet and work at with us." With two children at home, Mona juggles her personal and professional life with skill. "My family understands that this is my life," she admits. "If Busta calls and needs me at 3:30 on a Saturday morning, I have to be there for him. And my son has my undivided attention not only every morning during our 'quality time,' but whenever he needs. I love it all." Scott continues, "The fact that we've been able to grow this company without compromising ourselves or our artists, or changing who we are and the way we do things, I feel that in itself has been a major accomplishment. What's wonderful about the way we're working with our artists is that we're all growing together. The more I've been able to achieve for Violator the company, the more it directly benefits our artists." For Mona Scott, it's always been about making the impossible possible for her artists, her company and, finally, herself. And that is exactly what one would expect from a 21st Century Renaissance sister.
