THE 11:22 BLUEPRINT | Hennesy Kev

INTERVIEW TERRELL “REALIFE” BLACK

CEO of 11:22 MMG discusses 11:22 MMG Studio & Freedom Thinkers Academy

When a hustler finds a way to make a living off of the things he or she is passionate about they become an entrepreneur. If the goal is to succeed then nothing else can matter. It requires vision, determination, sacrifice and obedience. In the words of Hennesy Kev, “Go harder for yourself. When I say keep going I’m talking to me. Only people that fail are the ones that quit.” With his years of experience in sales, marketing and advertising the Brooklyn native understands the importance of building relationships and a product or service that people can trust. Validated sat down with the 11:22 CEO to discuss his journey from artist to Freedom Thinkers Academy and everything in between.

VALIDATED: A native of Brooklyn, New York, what’s your earliest memory of Hip Hop Culture?

HENNESY KEV: My very first memory of Hip Hop was listening to “The Great Adventures Of Slick Rick” album. That project had me amazed, the barwork, the story telling, the beats, that was it for me. I knew this was something I loved! Coming from NYC I was used to the graffiti, people break dancing everywhere, Video Music Box, etc, but I can still see where I was when I first heard Slick Rick.

VALIDATED: You’ve been in sales, marketing and advertising for over 20 years, but how did you get your start?

HENNESY KEV: I started at MCI World Com getting customers to switch their home phone from AT&T to MCI. I made so much money just talking on the phone. I would sit there with my headset on all day in a room of like 200 people. And I knew if I outworked the person sitting next to me I would make more money than them. That sales mentality made me the person I am today.

VALIDATED: Your passion for music began as an artist working under Platinum producer Just Blaze, but how did the opportunity come about?

HENNESY KEV: I was designing for a fashion brand named Avirex. At the same time was in a group called Kayos with my school friend AL - Shid of (Old-Maid), our manager Wonderland also worked as a radio host at Purchase University and with me at Avirex. 

We would always go to the Cutting Room, that’s where all of the major artist recorded their music and it’s still around today. There was a popular engineer named Nasty that everyone loved, and Just Blaze used to run the B sessions with people no one knew, and he would make beats after the A clients left. We would spend all this money on Nasty or just enough to get Just, then wait around and hope to see people walking around the hallways and one day we  were working on an Avirex mixtape “Water Tite”. It featured records from everyone that mentioned Avirex in their rhyme at the time. Nas, Nore, Foxy, and custom records from Sadat X, Prodigy, etc. Prodigy had just finished his freestyle and Just pulled up a beat. I just started going in on it. It was just something so soulful, never heard anything like it before, straight heat. From there my manger had an idea of getting Avirex to sponsor Just to do my project. He did my first tape for 9 Avirex coats. My first single “Maintain” I took to Def Jam/Black Hand and it was on from there. 

I always knew he would blow, he stayed persistent and always had that heat. It was my dumb shit that made us stop working together. I’m beyond proud of him, we still talk about those days when I see him.  

VALIDATED: Your vast knowledge for the industry formed while designing for the clothing powerhouse Avirex, how do you feel that opportunity prepared you for the role you play today?

HENNESY KEV: It prepared me in a few ways. I was around so many people in NYC, Avirex was the top of the top. My office at 17 was across from Puff label Bad Boy and Funk Flex office, next door to Tommy Boy, around the corner from Roc-A-Fella. Down the block from the Source and train stops from Vibe Magazine. My rhyming had me with people with Lyrisct Lounge on tour with And1 ballers, part of the And1 Mixtape and I would give Avirex coats to everyone I could… Any video happening, events, tours, etc. 

Thats where I learned networking. Making sure anywhere or room I was in I was good. I never got too hype seeing people because we were piers. They wanted what I had just as much as I wanted something from them, it was mutually beneficial. I also learned to be humble, not everyone needed to know I rhymed because the focus was getting Avirex popping and my face out there. 

Lastly what to do in the game, there was times I got in my own way, didn’t read contracts, didn’t seize an opportunity for myself. My Knowledge comes from direct stories of seeing people you have come to love now become successful out of nowhere and people you never heard of but should of fail miserably because of bad decisions made. 20+ years of true Industry life lessons that I haven’t told half of the stories I have encountered. So many of my people started at the bottom and now run the buildings artists are dying to walk into.

VALIDATED: I know that you’re currently working with Beanie Sigel and Freeway of State Property, but who are a few of the other artists careers you’ve assisted with?

HENNESY KEV: So many to name, I was designing for a major brand so I styled artists tours and videos. My connections had other artists asking for services and to help them get in rooms, etc. 

One person I would like to personally shout out is Shyheim The Rugged Child. We connected  and worked together on his project for a few years right before his unfortunate incarceration. We were on a great run, working on a movie, Worldstar picking up videos, Media Takeout posting, etc. That started me working directly with main stream artists on their career outside of my own. He was the one that prepared me to work alongside Freeway, etc… knowing how a mainstream artist thinks and should be handled.

I assisted so many artists directly because I had an online magazine called “Checkmate New York”, worked with “The Source: Spit 16” and I was a sales person so I had the Ed Hardy Vodka account as well as NBA, NFL and Sprint… Just too many to list. 

VALIDATED: Recently you were named the operations manager for Freeways new imprint Freedom Thinkers Academy. What can you tell us about Freedom Thinkers Academy? 

HENNESY KEV: Music, health, education, culture, this is Freeways imprint and mission. As operations manager I am in charge of the booking and day to day operations and assisting with the growth of the company. 

We are pleased to announce our workforce certification programs are in both Philadelphia and Delaware. The goal is to help people within the inner city communities by giving them alternative options in life. We offer medical billing and coding, phlebotomy, pharmacy tech, engineering 101 and more. We give our students the tools required to get a certificate and job placement to feed themselves and their families. Thank you to our partners OIC in Philadelphia, Pennsylvania and CEB in Wilmington, Delaware. 

For more information log onto Www.freedomthinkers.academy 

VALIDATED: How important is community giveback to you and what do you feel your responsibility to your community is?

HENNESY KEV: Giving back is top on my list, my goal and what I preach is legacy. That simply means it’s not what you have now, it’s what you can leave behind for the people coming after you. It starts with the community. Providing them with not only money but opportunities to succeed in life. Creating generational wealth. That’s why I am starting to teach you have to pass on the knowledge so it can be applied in todays world to make tomorrow better. 

VALIDATED: You’re the founder of the firm 11:22 MMG, what’s the main purpose of the company and what services does it offer?

HENNESY KEV: 11:22 is named after my father, he died on Thanksgiving 11:22. I am doing everything he wanted me to before he passed. Working for myself and doing what I love to do. My company is a one stop shop for everything I didn’t have as an artist. Marketing, advertising, booking and consulting. I also have 11:22 studio which is recording mixing, mastering, photography and videography. The goal is come to 11:22 and you don’t have to go anywhere else to become successful in any industry you are in. We can handle your project from start to successful. 

VALIDATED: Who are some of the companies and artists your firm has worked with?

HENNESY KEV: So many, I don’t want to leave anyone out. I book for 90% of the industry. Everyone from Raekwon and Ghostface, CoCo Jones, Tink, Kash Doll, Fab, Jada, 38 Spesh, etc. And the companies include The Source, MTV, BET, Shade 45, etc. 

Any outlet you can log onto, read, listen to, or watch I am connected with. 90% of the advertising / marketing or programming brands. Salute to every company that I work with, I am not leaving anyone out, you are all valuable, major or independent. Thank you. 

VALIDATED: You company’s mantra “Success is built on small steps of accomplishments”, can you elaborate on that?

HENNESY KEV: You eat an elephant one bite at a time. Each goal you meet and exceed brings you closer to obtaining your mission. I always ask people what does success mean for you. I get the same answer… house, car, everyone knows my name. Now how do you obtain that? You have to start somewhere. Set one goal, then set another, then another. That’s the road to success, you can not skip steps. The game will definitely push you back. 

VALIDATED: Hip Hop recently celebrated its 50th Anniversary, what do you think has helped the culture survive and thrive for as long as it has?

HENNESY KEV: The fact that artists learned to reinvent themselves. Other artists ensured the culture was preserved, and Hip Hop runs the world. So much money is being made from it and off it. We have always had our one hit wonders but the back bones… the Nas, the Jayz, the Kendrick, the J Cole always keeps the essence of Hip Hop in its proper alignment. I also believe the fashion industry has helped as well making sure that Hip Hop dictated the trends and was the backdrop of the culture, from baggy jeans, to skinny jeans, always in name brand. Hip Hop has always been a form of expression for anyone that is truly a lover.

VALIDATED: What does Hip Hop mean to you?

HENNESY KEV: Everything! 

VALIDATED: What piece of advice would you give your younger self? 

HENNESY KEV: Go harder for yourself. When I say keep going I’m talking to me. Only people that fail are the ones that quit. Everything you read on my posts I’m talking to me, because if I hadn’t done that I would be so much further in life. Everything I say is advice for my younger self. I saw what I did wrong, I don’t regret it, because I made me who I am today. 

VALIDATED: What qualities do you look for in an artist before you’ll agree to work with them?

HENNESY KEV: Determination, one that doesn’t just see the money. You have to be in this for something else. I learned in life you do anything just for the money and you will rarely succeed. Once this feels like a job it’s over for you. You have to really truly love this shit to survive in this industry. I need real passion, lastly honesty. I have to be able to truly trust you! 

VALIDATED: What’s the remainder of 2023 look like for you?

HENNESY KEV: More workforce certification programs, teaching more classes to those really looking to learn the foundations of starting a business. Helping grow my other company “One Stop Wellness MD” which assist individuals with mental health. A few other things I am working on behind the scenes, not prepared to say now but stay tuned. 

What I can say is a new Freeway project “Stim Pack 2” on the way, New Son Of The 215 “Midnight Train To Philly” on the way, new Dutchieman “All I Needed Was A Minute” on the way. “2 Toxic” by Zigg The Artist on the way, Narai “Honey Pot” out now! New Peedi Crakk on the way. So much heat coming!

VALIDATED: Where can the reader’s support you and everything that you do? 

HENNESY KEV: Www.1122mmg.com,

Www.freedomthinkers.academy,

Www.onestopwellnessmd.com and

@hennesykev on Instagram.