GlossMagazineOnline (GMO): Why did you decide to start planning events?
Terrance: It all started when I would go out to all the exclusive parties in Detroit. My focus was only to have a great time—not produce parties. But no matter what, night after night, people would call me to see what was the hot event to go to. I would be invited to parties for athletes, entertainers, doctors, lawyers—you name it, I was invited to it all. Eventually, I became recognized as the person to call to draw a crowd.
GMO: What was the first event you produced?
Terrance: One day I went to an event and a promoter approached me to team up with him to do an event called "Synthesis." I was a little reluctant to do it, but I went with my gut and the word got out that this was my official event. The turn-out was [packed]; everyone in the city of Detroit came. The rest is history. I eventually became known as one of the top event producers in Detroit.
GMO: You were studying electrical engineering before starting your dream career. What is your advice to people who have a passion or dream but are too hesitant to pursue it?
Terrance: I would say follow your dreams! But don't become a dream chaser. Most people don't go after what they really want to do out of fear. Fear keeps you complacent because of the changes you need to make to be successful. You have to do what you've never done before to become what you've never been. Most try to do the easiest things first to take them to the next level. But that's not going to make you better—it’s just makes you average. And that will have you chasing your dreams in a circle. The first step one person should take to become successful is to find the person who did it first and follow his or her blueprint. This will create a structure for the goals you need to accomplish. Next, don't wait until you have the money to do it all. Do as much as you can with networking and working with other people. After that, the money will follow.
GMO: When making the decision to leave school, what did you think about? At what point did you say, I want to do produce events full-time?
Terrance: I decided to leave school because I took a great position working with Coca-Cola. I worked full-time and did my parties on the weekend. Eventually the parties became so popular that I had no choice but to leave the company and start my own. In 2005 Massive Entertainment was launched. Ever since then, I never looked back.
GMO: It seems like over the past five years, event producing has become a popular industry—or to put it simply, everyone seems to be a promoter these days. What do you do to differentiate yourself?
Terrance: I am very particular about where my events are located, and I only work with people who take this just as seriously as I do. Producing events is not for everybody. I've seen plenty come and go because they try to make this a hobby. One of the most important factors I have is great relationships with bar/lounge owners, restaurant owners, politicians, liquor companies, athletes, celebrities, and the list goes on. I also have great relationships with several radio stations and television networks. That keeps me relevant and respected in Detroit. And because of that, I attract like-minded people to all of my events.
GMO: What is the importance of building your brand?
Terrance: Building my brand has been my new focus for this year. I'm beginning to see how to elevate Massive Entertainment into a global brand and not just for producing parties. My current project has been producing big events in Atlanta and concert tours with big-name headliners.
GMO: Who are some of the big names you have worked with?
Terrance: I've worked with entertainers such as Diddy, Nas, Rick Ross, Young Jeezy, Lil’ Wayne, Young Money, Drake, Wale. NBA players like Allen Iverson, Lamar Odom, Chauncey Billups, Richard Hamilton, Austin Daye, CJ Watson, Ron Brewer, Jason Maxwell and Antonio McDyess, who is retired. I’ve worked with NFL players Ocho Cinco, Terrell Owens, Lendale White, Sean Rodgers and Dre Bly. I can honestly say that there have been so many that I know I'm forgetting a ton of names now.
GMO: What are some of your future goals?
Terrance: One of my future goals is to produce concert events with neo-soul artist and rappers. I'm actually working on a few contracts for that now. Also, I'm working with a few big names in Atlanta to put on a few epic events. I guess it looks like I'm going to need some new goals soon!
GMO: What is your dream event?
Terrance: My dream event is to produce a black-tie event [with stars like] Jay-Z, Mary J. Blige, Will Smith, Magic Johnson, Pharrell Williams and Quincy Jones as attendees. This would be for the Grammys or maybe a charity event. I hope to do this within the next five years.
Follow T.Woods on Twitter: @THoffaWoods1
