Ericka J. Coulter Wants Artists To Build Organic Ties With Their Fanbase

Ericka J. Coulter wants to be clear: TheBasement Series is not a talent show. There are no judges to audition for, no golden ticket to Hollywood and no chairs that swivel at the press of a button. But if you’re looking for a creative space that promotes genuine energy from honest artistry, TheBasement Series — with its next show scheduled for February 22 — is the place to be.

The live performance series began as Coulter’s way to highlight talent in Los Angeles. What started off with a crowd of 75 people six years ago has now turned into events with over 400 attendees and a lineup that was an early advocate of artists like Blxst, Col3trane and JAHMED, staying true to her and the series’ ethos of championing emerging artists. “TheBasement Series is a stage for artists that are making strides with new music and building an organic fanbase,” she explains. “This room is to help bridge the gap and continue to tell the story.”

Coulter knew early on that her mission in this industry was to helm something creative and innovative. The Kansas City native moved to Los Angeles straight out of high school and hit the ground running. She quickly realized that her singing career wasn’t the most viable — “I wasn’t going to work as hard as Beyoncé” — so she turned her attention to executives like Jimmy Iovine and Don Cornelius, who served as inspirations for what she was building. “Find career-breaking artists, make amazing records and build a brand — I knew I wanted to do more of that,” she recalls.

Keeping her vision in check, she spent the next decade or so making her way through as the A&R executive for Interscope Records (Iovine’s record label) and Capitol Records before becoming the Director of A&R at Epic Records and, now, the Senior Vice President of A&R at Warner Records. Coulter never lost sight of her pursuit to discover, develop and immortalize timeless talent, making sure that her job as the founder of TheBasement Series and as a record executive go hand-in-hand to propel the industry forward.

“If you know the blueprint exists, then you know it’s possible.”

In three words, how would you describe your jobs to someone who isn’t familiar with the music industry?

Music. Art. Entertainment.

Can you run us through a day in your work life?

I had to learn very early on in my career that balance and structure are things that you have to make time for throughout your day. I try to move with intention and set goals so I’m focused on knocking them out. Emails, conference calls, Zoom calls, studio sessions, walkthroughs, dinners, performances and travel could all be in one day for me. It’s the chaos and actually getting it done that motivates me to go harder.

You work extensively with a number of artists across a variety of genres. Is there a major change in your approach to each artist because of their sound?

My approach is to really listen to the story that the artists are trying to tell. That helps me understand where I can help. I had to learn patience and understand that the creative process is different for everyone.

What are some of the most important lessons you’ve learned from TheBasement about both yourself and the artists over the last six years?

Learning that TheBasement Series was known outside of Los Angeles was an eye opener for me, especially when I’m traveling and someone would come up to me asking, “How can I perform at TheBasement?” It’s a great reminder that this platform is needed and how far it can go.

Dolly Ave

How do you hope the continuous growth of TheBasement will impact the industry? And what kind of legacy do you want it to leave behind?

Growing up in Kansas City inspired me to learn about my new favorite artists through TV shows. Seeing a live interview and performance, getting excited about a music video and tour — feeling like I was a part of their journey. My vision is for TheBasement to bring back storytelling on a global stage. Building a legacy as the stage that got the first performance and where it started.

What are the necessary first steps a young person should take to enter a career in music in publicity and communication?

Identify what field in entertainment you want to be in. Next, research successful executives in that field. I remember saying “I want to be like …” and I would write it down and learn more about that person and their journey. If you know the blueprint exists, then you know it’s possible. Then you have to learn how you can do that, but your way.

What was the biggest challenge you’ve had to face so far, and how did you overcome it?

Realizing that not everyone will see your vision but that that’s not be a reason to stop. If it’s good, soon everyone will catch on, so get ready.

What is one thing about your job that most people would find unexpected or surprising?

It’s always surprising to people how involved I am with the behind the scenes setup for TheBasement — picking the talent, testing the sound, the lighting, the stage, etc. But as involved as I am, I have a great team of superstars that really help bring it all together.

Is there a secret to career longevity in this industry?

The secret is the work you put in and the results that come out of it. Sometimes we get frustrated at the pace of our path, not realizing it’s preparation for your future and the end goal. As the great Nipsey Hustle would say, “it’s not a race, it’s a marathon.”

“Sometimes we get frustrated at the pace of our path, not realizing it’s preparation for your future and the end goal.”

What are some habits you follow regularly to always maintain a good headspace for work?

I have to thank my team. They truly motivate me to go harder, think bigger and remind me to take breaks. I remind myself daily that I can only control what’s in front of me and if it were easy, everyone would do it.

What does a day off look like for you?

Spending time with my amazing son, putting my phone down and being in the moment. As simple as that may sound, you’ll be surprised how infrequently you really get to do all of it at once.

How do you see your job as an executive and TheBasement evolving with the music industry in the next 5 years?

By continuing to be an advocate for emerging artists, building the stories for the next superstars and being a voice.

If not music, what would you be doing?

Super random but an international interpreter, traveling the world listening to different types of music and speaking in every language. Still creative but art in a different form.

Stay tuned for more features with music industry professionals — from managers to sound engineers, stagehands and others; the people who make the music world go round without standing behind a microphone.