Today we’d like to introduce you to DeRone Payne.
Hi DeRone, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
I am DeRone Payne—better known as 2Cent in the music production world. I have built a career rooted in passion, talent, and an undeniable ear for music. A proud Memphis native, my journey began as a self-taught music producer in my teenage years. My career accelerated when I interned at a local Memphis music studio post-high school, learning directly from Memphis heavyweights like Kinfolk Thugs (Dump Truck), Hot Rod (producer of Yo Gotti’s 5 Star Chick) and T-Mack (audio engineer for Memphis legends 8-Ball & MJG).
During my time at Tennessee State University, my career gained momentum with the release of the hit single “HardHead”, which earned a feature on BET’s 106 & Park as the New Joint of the Day in 2011. I not only produced “HardHead” but also rapped a verse alongside Memphis artist, KVO.
I am a loving husband and father of two princesses. My wife and I have a podcast called “247 Love No Filter” where we discuss relationships, marriage, parenting, etc. We also have a clothing line called “247 The Brand”.
We all face challenges, but looking back would you describe it as a relatively smooth road?
The journey has been interesting to say the least. To make it in the music industry you have to have a relentless work ethic but even sometimes that isn’t enough. The music business taught me the importance of networking and marketing. So much so that my wife I created Payne Branding Company, a marketing firm specializing in strategic communications, IT solutions, and comprehensive marketing strategies for clients in both the private and public sectors. If you want to MAKE IT in the industry, you have to MAKE IT happen. There are many people in the industry that will try to take advantage of artists that don’t understand the business of music. I advise all artists, young and old, to educate themselves about the business side. It’s that whole cliche of “the more you know the more you grow”. Even for myself, I’m enrolling in an MBA program with a concentration in music business just to be more versed.
Thanks – so what else should our readers know about your work and what you’re currently focused on?
As a producer and engineer, I have worked with major industry names like Jelly Roll, Project Pat, NLE Choppa, Young Buck, Kia Shine, Omeretta, Aleza, Slimeroni, Don Trip, OG Boo Dirty, Kevo Muney, and more. I have also done sound mixing for major brands such as Coca-Cola, Essence, Beats by Dre, Microsoft, L’Oréal, and Nike. My expertise spans beyond the studio—I am also an executive producer and co-host of the Immediately Kinfolk Podcast alongside Memphis legend Kia Shine. The Immediately Kinfolk Podcast has interviewed stars like Penny Hardaway, Glorilla, Da Baby, Big Boogie, Karlous Miller, NLE Choppa, Dee-1, and Crystal Renee Hayslett among others.
I recently signed to Raedio to expand my impact in the music industry, bridging my artistry with film, television, and digital media through sync licensing. I have upcoming music placements on Season 3 of P-Valley as well as collaborations with NLE Choppa. My latest release as an artist, “Vibe Steppin”, is a soulful line dance record that’s been gaining attention for its feel-good energy and infectious groove. The song caught the attention of the line dance king, Cupid, who is featured on the upcoming remix of “Vibe Steppin”. Stay tuned for that!
I also recently performed during halftime at a Memphis Grizzlies game alongside Memphis legends Kia Shine and Al Kapone. We debuted the new Memphis Grizzlies’ anthem “Standing on Grizzness”, a high-energy track celebrating the spirit of Memphis and its hometown team.
Beyond my own artistry, I am committed to developing new talent—I currently manage rising artist Arie Little and R&B singer Carey Washington, continuing to shape the next generation of musical excellence.
Are there any apps, books, podcasts, blogs or other resources you think our readers should check out?
247 Love No Filter Podcast
Immediately Kinfolk Podcast
Rich Dad Poor Day by Robert Kiyosaki
All About the Music Business by Donald S. Passman
No Labels Necessary
Million Dollaz Worth of Game
Producer Grind
Club Shay Shay
Contact Info:
- Website: https://www.247thebrand.com/
- Instagram: https://www.instagram.com/deronepayne
- Facebook: https://www.facebook.com/DeRone.S.Payne/
- Twitter: https://x.com/DeRonePayne
- Youtube: https://www.youtube.com/c/DeRonePayne
- Other: https://www.paynebrandingcompany.com/
