Music industry insider, author, speaker, entrepreneur, actor, screenwriter, film producer, dedicated youth advocate: The many facets of Bruce Williams reflect not only his talents, but his passions.In the mid-80s, with the ink barely dry on his diploma from Louisiana State University, Williams headed for Los Angeles. He quickly landed a front row seat for the explosive West Coast hip hop scene — as executive assistant to iconic rap music artist and producer Andre Young, better known as Dr. Dre.Over the next five years, the rookie earned a Master's Degree in the music business. As Dr. Dre’s right-hand man, he was responsible for overseeing the artist’s personal schedule and his constant stream of video shoots, movies, endorsements and special engagements. He also organized community activities and projects on Young’s behalf.Soon, Williams was also involved in the development of in-house artists, producers, album projects and soundtracks; the budgeting and administration of financial transactions; and the facilitation of corporate endorsements and investments. He also acted as liaison to Death Row and Interscope Records, noted recording artists, press and media contacts, talent managers and corporations. He supervised a staff of ten and a production crew of twenty.Williams drew on that range of experience when he became Vice President of Operations for Dr. Dre's Aftermath Records, one of the most successful startup labels in music history. In on the ground floor, he created and implemented the young firm's business organization, structure and policies, managing over fifty employees in five departments.During his stint with Aftermath, he increased company sales eightfold, conducted business ventures aimed at creating diversity in the firm’s corporate sponsorships, marketing, investments and promotions; recruited new talent for in-house development and Aftermath’s artist roster; and acted as company point person for recording studios. He also served as liaison to legendary record producer and music mogul Jimmy Iovine, CEO of Aftermath's distributing label, Interscope Records.With an insider vantage point that encompassed Dre's early days with N.W.A., his partnership with Suge Knight and the evolution of Death Row Records, and the meteoric launch of rap stars like Eminem, 50 Cent and The Game, Williams had enough fascinating tales to fill a book. So in partnership with journalist Donnell Alexander, he wrote one.Released in early 2008, Rollin With Dre: The Unauthorized Account: An Insider's Tale of the Rise, Fall and Rebirth of West Coast Hip Hop (Random House) tells the stories only Bruce Williams could tell — from personal artist anecdotes to up-close views of the deadly feud between East and West Coast rappers and the sex, violence and power that shaped two decades of hip hop culture.Long before the book was released, Williams was on to the next chapter of his life and career. The original multi-tasker, he's currently in development on a movie with award winning producer/playwright Je'Caryous Johnson ("a true high school football story" is all he'll reveal) — slated to be among the first projects for Johnson's new Paramount production company. He’s also deep into plans for a groundbreaking sports bar in LA (think sophisticated, lady-friendly) and project development for his production company, Quickfilms, in partnership with All-Star NBA point guard Nick van Axel.Then there's a personal favorite: speaking at schools and giving kids a hard look at the realities of the music scene. "I'm all for following your dreams, but these kids walk into the industry with their eyes closed, totally unprepared to handle a machine that eats young talents alive," he says. "I want to level the playing field by helping them realize that music is a business, not a fantasy factory."Speaking of playing fields, that's another Bruce Williams passion. Coaching his son's after school football team, he got to thinking about what a powerful role sports can play in a child's life — and how that experience is inaccessible to the kids who need it most. "1t costs hundreds of dollars to get a child into a good community or school sports program," he says. "These teams have day and night access to five or six quality fields, top of the line uniforms and equipment, and pro-caliber coaching. Meanwhile, other kids are practicing on one ratty field with a single dim light. It seemed like something should be done about that."The result was Project YES (Youth, Education and Sports) — an organization founded by Williams to give less affluent kids quality sports experiences on fields of their own. It won't be a free ride, though. "Students will have to maintain a decent grade average to participate," he says. Participation will go far beyond moving the ball. "Even kids who don't play sports can still do something — work concessions, take tickets, contribute something to the program." The project will kick off this summer with a benefit golf tournament in Palm Springs.By then, who knows what else will be on Bruce Williams' horizon.
Dr. Dre is regarded as one of the best producers of all time, as well as a successful rapper and record executive. Dre's Aftermath label is the home to such multiplatinum artists as Eminem, 50 Cent, The Game, Eve, and Busta Rhymes. In April 2008, Ballantine Books will publish ROLLIN WITH DRE: The Unauthorized Account: An Insider’s Tale of the Rise, Fall, and Rebirth of West Coast Hip Hop by Bruce Williams with Donnell Alexander.Williams, long-time friend and former right-hand man to hip hop mega-producer, Dr. Dre. As the man next to the man with the best seat in the house, Williams gives us an unprecedented inside look at two decades of hip-hop culture and “The Life.â€As Dre’s confidant and the problem-solver to a stable of artists and others who came to know him as “Uncle Bruce,†Williams was either there when the action went down or close enough to feel the hollowpoints whiz by. Inside you’ll find:
The inside dirt on the machinations of the music industry and the sex, violence and power that drives the hip hop music machine and the west coast scene in particular. Dre's early days with N.W.A., through the explosion of his seminal album, The Chronic, and up to the release of Dre's long-anticipated forthcoming album, Detox. The story of getting out from under Death Row Records, the label Dre co-founded with impresario Suge Knight. Inside the launching the careers of Eminem, 50 Cent, and The Game. Dish on Tupac Shakur’s chaotic rise and fall to the deadly feud between Tha Row (formerly Death Row Records) and East Coast MCs and bigshots as well as Suge’s legal battles. Dre’s reconciliation with Eazy-E before E’s untimely demise from AIDS. What was behind the reconciliation press conference for 50 Cent and The Game—and the surprising role Al Sharpton played in it. Dre's practical joke on Will Smith in the film Bad Boys 2—and the real reason behind it. What it was like rollin’ with giants and legends-in-the-making—and living the life (and bearing the burdens) as a bona-fide master of the game.
