Black News Daily Exclusive
Desmond Cunningham, respected manager of rising Southern Soul artist 803 Fresh under Snake Eyes Music Group, is sounding the alarm on the importance of protecting one of America’s most underappreciated yet culturally rich genres—Southern Soul.
With the viral success of 803 Fresh’s hit single “Boots on the Ground”, Cunningham says the industry is finally starting to pay attention to a genre that has long lived outside the mainstream spotlight. But with rising visibility comes greater risk. According to Cunningham, it’s time for Southern Soul artists to smarten up about their intellectual property before it’s taken advantage of.
Artists don’t give your music Away! pic.twitter.com/Lb1iaM82Ea
— 🖤JuicyGenius🇺🇸 (@MsJuicyGenius) June 10, 2025
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“Artists, don’t give away your music,” Cunningham urges. “Too many are quick to hand over ownership for exposure. That’s how you lose control over your sound, your brand, and your legacy.”
Cunningham’s statement echoes a growing concern among Southern Soul advocates and independent music professionals: as more artists go viral on platforms like TikTok and Facebook, opportunistic labels and digital distributors are rushing in, offering quick deals that ultimately strip artists of their publishing rights, masters, and creative control.
Southern Soul—a genre birthed from the deep storytelling of blues, gospel, and classic R&B—has always been about more than music. It’s a reflection of Southern Black life, love, struggle, and celebration. For decades, artists have built loyal followings by touring juke joints, trail rides, and backyard concerts—often without major label backing. And now, as the genre reaches new ears, Cunningham insists it’s time for artists to treat their catalogs like the cultural assets they are.
“If we want Southern Soul to thrive, we can’t let it get hijacked like other Black-rooted music forms,” Cunningham adds. “Register your work, study your contracts, and find a team that protects your interest—not just profits from your talent.”
Snake Eyes Music Group, known for prioritizing artist ownership and creative freedom, is a model Cunningham hopes more artists will follow. As Southern Soul gains momentum, managers like him are becoming guardians of not just talent—but tradition.
In a time where algorithms often dictate who gets heard, voices like Desmond Cunningham’s serve as a vital reminder: protecting Southern Soul music means protecting the artists, the history, and the communities that birthed it.
For more on 803 Fresh and Snake Eyes Music Group, visit https://music.apple.com/us/album/boots-on-the-ground/.
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