Jason Derulo On New Bedlam Vodka Partnership, Record Label Return & Television Foray

More than six months after he parted ways with Warner Bros. Records, Jason Derulo says he’ll likely sign with a new label and release an album in the new year. But he’s focusing on multiple solo ventures first. 

Chief among them as 2020 winds down are a new executive role at Bedlam Vodka, a late-night talk show he’s developing with Will Smith and a new awards show format he’s creating with MGM Studios. 

“At some point, I will go back to a label. I’m nearing that point I think, maybe mid-next year I’ll tie it down,” the artist says from his home studio in LA. “But I have some really cool things that are coming up that I want to wait for and build up by myself, and then I’ll sign to a label and do a full-length album.” 

Derulo, whose business ventures include an investment in boxing franchise Rumble, says it’s “not about how much money I can make today as an independent artist. Music money is cool, but that’s not where I’m going to make my billion dollars. It’s about building the biggest brand and being able to branch off and come up with that billion-dollar idea. You just need one.”

His new partnership with North Carolina-based Bedlam Vodka—available at retail, via Amazon
AMZN
in select states and on the Bedlam website—launches this weekend. The rice-based spirit captured the Savage Love artist’s taste buds when he featured the signature Bedlam bottle in his video for If I’m Lucky

Fans can expect to start seeing organic Bedlam social integrations, the Derulo way.

“Everything that’s been happening online for me is something you see me doing organically, and this will be no different,” he says. “I literally have a Bedlam Bar, so it’s just so organic for me to make a nice drink for myself. Whether it’s that or doing some crazy cocktails, it’s just going to be integrated, super seamlessly,” he says.

“It’s about not shoving it down people’s throats. When I was meeting with the Bedlam team I was like, ‘I get you have ideas, but they’re not good. Let your boy handle it,’” he says with signature aplomb. “Times have changed, and you don’t want to be sold a product directly. 

“I just feel like there’s an inviting way of selling a product. I want to feel like the person I am watching is as truthful as possible. And if he likes it, yeah, I’ll give it a try but if he’s trying to sell it to me… I don’t want to buy what you’re selling. I don’t want to buy this because you’re making money off this and trying to get what’s in my pocket.”

“Adding Jason’s intellect and energy to our team is the exact ingredient Bedlam needed to continue to shake up the vodka market,” says Bedlam CEO Brandon Evans.

Television is also calling. Derulo is developing a talk show with pal and frequent Tik Tok sidekick Will Smith at Westbrook Inc., the multimedia venture Smith and his wife, actor and entrepreneur Jada Pinkett Smith, launched last year. 

Derulo will serve as host of the show, which he describes as “a new version of what The Tonight Show is. It’s brand new, just on the horizon,” he says “I can’t give to much detail, but people will come on the show when they have something to promote, and will do really cool stuff. That’s the basis of the whole show.”

He also cooked up a new awards show concept in quarantine, for which he’s partnering with MGM. “I’m leaning on them, but I had this incredible idea for this specific awards show and they were all about the idea and they’ll be producing it,” he says.

And new music is on the way, promises Derulo, who in November dropped his latest, Love Not War featuring Nuka. Since departing Warner Bros. in May, he’s seen Savage Love become a global viral hit beginning with his more than 40 million Tik Tok followers. Derulo has reached 15 billion combined total global streams, close to 7 billion YouTube views, and worldwide singles sales in excess of 190 million.

Noting, “You either are part of the problem or you’re not,” he says he has zero regrets about the split.

“It was one of the best decisions I’ve made from so many different perspectives,” he says. “I mean, they’ve got to be punching the air right now. I’ve had some of the biggest songs in the world this year without my label. It’s been a blessing to be able to have pivot the way that I have.”

Still, he says a return to the label structure is in his near future. “I still think today a big corporation is always king. You can’t beat the big machine. It’s always about brand building.”

As he continues to elevate his personal brand, Derulo says, “I’ve learned a lot in this pandemic. I’ve learned about my fans, I’ve learned about people that are not my fans, what works and what doesn’t work. Even when I post today, everything I post is an experiment.”

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