Jaasu Mallory: From DJ to Don Toliver Producer

For Grammy-nominated producer Jaasu Mallory, independence has always been the ultimate goal. His name, meaning ‘builder and creator’ in Hebrew, perfectly reflects his journey in the music industry, from DJing at bar mitzvahs to producing tracks for chart-topping artists like Don Toliver.

From DJ Booth to Production Studio

Growing up in Harlem, New York, Jaasu’s passion for music was nurtured through school programs and his mother’s investment in a MacBook and DJ controller. It was DJing, starting at age 12 or 13, that first sparked his interest in music production. The turning point came in high school when his produced records for artists like Famous Dex and Rich the Kid garnered millions of YouTube views.

Even before starting college at USC, his talent caught the eye of Electric Feel Entertainment CEO Austin Rosen, who offered him a deal at just 17. While Mallory declined, recognizing he needed to build his catalog and skills first, the business proposition confirmed his path. He relentlessly pursued his dream, investing in studio time and creatively trading beats or leveraging connections to access resources.

Building a Catalog and Maintaining Independence

After graduating from USC with a degree in music industry in 2020, Mallory, along with friends and fellow creatives, established a base for his burgeoning career. He has intentionally remained independent throughout his 15-year journey, focusing on building a strong creative portfolio for future leverage. This strategic approach has led to significant production and writing credits.

His work on Don Toliver’s Billboard 200 No. 1 album, ‘Octane,’ includes standout tracks like “Body,” “E85,” and “Gemstone.” He also contributed to Coco Jones’ Grammy-nominated album ‘What I Didn’t Tell You,’ producing songs such as “Crazy for Me” and “Here We Go (Uh Oh).” Mallory has also produced for artists like Lil Uzi Vert and A$AP Ferg.

The Business of Music and Future Goals

Mallory approaches business deals with the understanding that negotiation is key, and early in his career, he accepted smaller advances to demonstrate his commitment. He founded his own publishing company, Jaasu & Friends, in 2019 and is currently in talks for a publishing deal. His philosophy centers on building equity over time, viewing his catalog as long-term investments.

He believes in the long-term value of building a catalog, aiming to eventually sell pieces of it for exponential returns. “People thought I was insane for going this long unpublished… Now I’m the smartest guy in the room,” he remarked, highlighting his strategic foresight. His ultimate goal is to master “the business of music,” ensuring sustainable success and creative control.