How Grade A Productions Plans to Make Sure Juice WRLD’s ‘Party Never Ends’
Today would have been Juice WRLD’s 26th birthday and there’s no telling the heights he’d have taken his career to by now as one of his generation’s leaders and rap’s sui generis stars.
There’s no perfect way to end Juice WRLD’s story but Grade A Productions CEO Brandon “Lil Bibby” Dickinson and Juice’s manager Peter Jideonwo approached the daunting task of putting a bow on the probable final studio album in the late rapper’s discography.
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The long-awaited The Party Never Ends arrived on Black Friday (Nov. 29) — just days ahead of the fifth anniversary of Juice WRLD’s tragic passing (Dec. 8, 2019).
“His legacy was decided from the first day to the last day,” Jideonwo tells Billboard. “Taking the negative and turning it into a positive. That’s the correlation to his music and the fan base he has, because he’s really been what 999 [his code for his overall lifestyle and message] stands for — which is helping people through depression and [helping] them see you’re not alone.”
Bibby and Jideonwo detailed the enduring process of digging through thousands of songs in different studio vaults and dealing with leakers, deciphering AI-generated tracks, navigating clearance issues, a rabid fan base demanding perfection and more leaks on the journey to The Party Never Ends.
“I wanted to close out the best way possible, and give the fans as much as they’re asking for,” Bibby adds. “A lot of the music been sad and I wanted to give them some type of uptempo, happy vibes to end it with.”
The duo wanted to honor Juice WRLD’s vision in various ways, like recruiting his favorite band (and fellow Illinois natives) Fall Out Boy for a rock-tinged “Best Friend” collaboration.
In the months before his death, Juice spent six figures on a private jet to meet Takashi Murakami, and they invited the Japanese contemporary artist to design the cover art for TPNE, which also drew backlash from fans.
While this is being billed as the final album, the Grade A executives aren’t ruling out more music in the future, and even a project that could possibly be tied to a Juice WRLD movie.
Check out the rest of the interview with Bibby and Jideonwo as they detail The Party Never Ends, the future of Juice WRLD music, favorite studio stories and more.
Billboard: How important was it to nail this as the final album for Juice? How did you go about piecing the album together and executing that vision?
Lil Bibby: Trying to find the right music is tough, because the fans leak them songs every f–king day. So it’s just going to the vault and finding some smashes the fans haven’t heard. It’s been kind of difficult. Every time I find a list of songs and they get to leaking those. The ones I find I gotta keep secure.
What does that entail? Is there a folder of Juice’s songs that you and a select number of people have access to?
Bibby: Nah, it’s the craziest s–t because he recorded in a lot of different places. He recorded a lot of his music with this one engineer Max Lord. I had to go pull up on Max and go through his vault, which — 90-something percent of it is leaked. I had to pick the best songs that weren’t leaked and go to other people. Everybody hitting me, “Oh, I got some songs that aren’t leaked.” I gotta pick through everybody’s s–t. A lot of the time they be leaked.
Has anyone hit you with AI tracks?
Peter Jideonwo: We’ve had a lot of AI. They will hear a snippet of a record and they’ll go finish it with AI and send it back like, “We got an unreleased song y’all need to put out.” The stuff is so good at this point you don’t even know, because Juice recorded so many places and studios. He was a studio whore everywhere he went. Last week, we had a studio say, “Somebody broke in trying to steal our hard drives for Juice WRLD’s music.”
The one particular AI memory is Adin Ross. This dude was sending us all the biggest songs and some we were looking for that snippets were out — and when we got them we were like, “Finally, we got the songs.” Then we listened to them and looked at each other and Bibby was like, “This is AI.” A lot of times, it’s the fans in leak culture paying $30,000 or $40,000 for a leak. These kids are paying money and they don’t even know if they’re getting a real song.
Do you guys have to litigate that and crack down on it? I’m assuming in the future you don’t want any part of Juice’s vocals being used.
Jideonwo: It’s hard because the internet is the wild, wild west. I can go to a public library and log into one of these AI sites and drag a 40-minute Juice WRLD interview and put another song on top of that and say, “Hey, make a song with this voice.” Then I could put it on Twitter and tag 10 Juice WRLD pages and say, “New Juice WRLD leak!” They’re gonna run it up. You don’t know where it comes from. It’s so many different parties doing it that you’ll be on the rat chase, and it’s a waste of money trying to find where it’s coming from.
How did you want to stay true to Juice’s vision — and did he ever say anything about a last album?
Jideonwo: I don’t think he ever came and said, “This is what I want my last project to be.” Juice was 21, so we never had those discussions. The quantity of music Juice made, he might be disappointed that this is his last project, to be honest.
Bibby: Just trying to remember some of the songs that he was most excited about — “Pills in the Regal.” A lot of the ones he made Instagram Lives too were ones he was most excited about. Giving them enough songs that were unleaked also.
Is it tough to finish certain records?
Bibby: It’s super tough, because Juice’s fans — once they hear a song, they want it to be the exact way they heard it. Even if you go in and mix or master it. A lot of times they hear a raw untouched song and they don’t realize it was gonna get mixed and mastered anyway.
Jideonwo: I think another way we did what Juice would’ve wanted, for example: the Murakami cover. Prior to Juice passing, a month or two before, in between his tour in Australia he booked a private jet for $200,000 and went and met Murakami. His goal was always to work with Murakami in any capacity. After he passed, we made it a priority to make sure Murakami had something to do with the final album, because it was that important to [Juice] when he was alive. He expressed his vision to him. Murakami’s just not out here doing album covers. We tried to do things like that he would’ve loved, to keep his legacy alive and aligned with what he’d want to do.
Hitting on the cover art, I saw a lot of backlash to it on social media. Was there anything you guys saw and thought to change it at all?
Bibby: Yeah, I saw a lot of the backlash, but Murakami did what he does. Can’t nobody tell him what to do with his art. A lot of fans said they didn’t like the cover. I think it’s okay. It gives me that feeling when Elon Musk released his Cybertruck and the same week Kanye did his dad shoes. People hated them at first then they grew to really like it. I hated how those shoes looked, but I ended up buying two pairs.
Jideonwo: With this album, there’s been so many leaks, and I think the universe formed a committee of leakers that were targeting the project from the cover to the songs to the Fortnite. When the original cover leaked, it was very low-definition. The first leak came from a phone screen. The fans were like, “I don’t like this. It’s not that good.” That started a trend. The environment we live in, nobody thinks for themselves anymore.
I think there’s a difference from the fans not liking it to somebody big saying, “Oh, this is fire.” If an HD one came out first and one of the big guys said, “This is the [most fire] s–t I ever seen.” They would’ve jumped on the bandwagon. I think all promo is good promo. A piece of art by Murakami lasts forever and I think in the long run it’s going to be very appreciated and be part of both fo their stories which makes it legendary.
How’d you secure the Em feature?
Jideonwo: Em has always been a longtime collaborator for Juice. They did “Godzilla” together. He’s always publicly acknowledged Juice. I think Em really cared about Juice. Bibby reached out and he said, “Whatever little bro wants, I’m gonna do it.”
I look at Em as someone who’s so hard to get into contact with and he’s just not gonna hop on any record.
Bibby: I wanted him on a few different records, but he was adamant on doing that one. He didn’t want to glorify the drugs and stuff. It’s tough [to get into contact with him] but we know some mutual people so it’s easier for me I guess.
Goodbye and Good Riddance had its biggest streaming day last week in nearly five years. What about that project has connected so well all these years later?
Peter Jideonwo: We put that in the category of classic. A perfectly put together album. That’s gonna span for generations. That’s like Michael Jackson’s Thriller. Juice is really Michael Jackson. That’s the Thriller of this generation. It’s gonna keep getting played and every five or 10 years it’s gonna have these moments where it’s spiking.
With this being the last album, is there any chance there could be guest verses or singles used in the future? Maybe something pops up on a soundtrack or is the pop kind of completely closed after this project?
Bibby: I think I want to get into making a movie. [An album] could probably be a soundtrack to the movie.
You mean like a Juice WRLD biopic movie, and his music would kind of soundtrack that?
Bibby: Yeah, I think we could probably put out a greatest hits album or something. As far as a studio album, I don’t know if I could keep [going]. I feel like it’s cheating. I don’t know if that’s the right word for it.
Jideonwo: If the right opportunity presents itself, you might see Juice here and there. It’s so crazy — I think what Bibby was trying to say was, what Juice is able to do five years later is almost unheard of. It should be almost impossible, that five years later with no promotion from the artist himself… That’s why Bibby says it’s cheating. Like, why not put out another project when the fans want it? This is too easy at this point.
Bibby: I wouldn’t say easy — it’s not fair. If I see crazy-enough engagement and they really, really want another one then maybe. I just don’t feel like it’s right to keep doing it.
It’s such a delicate situation — how do you make sure posthumous releases are done tastefully rather than feeling exploitative?
Bibby: I try to look at everything the fans are talking about. Juice’s mom always says, “What’s the meaning behind it?” Before I put out anything, I gotta think, “What is the meaning?” That’s what she would always say. So before we release something, it’s gotta mean something to me. Then I gotta come up with an idea and I gotta feel good about it.
Jideonwo: People are gonna say what they want regardless. They’re free to comment. I think we’ve done a good job. As far as tastefully, we haven’t overdone it where it’s OD. We’ve never sold a Juice WRLD verse to anybody. We’ve always tried to keep the integrity of the music. We’ve gone as far as keeping it tasteful where we haven’t put a random artist on a song just because. We try to keep everything in the ecosystem of people Juice looked up to or who he worked with in the past.
That’s how we keep the integrity of it. We haven’t chased numbers or the extras other people might do to make it something it’s not. I think Juice’s catalog has been treated pretty well. Even going back to what his mom does with the foundation and the charity and helping people with a mental health awareness program. We’ve tried to do the best job we can to keep his name in a good light.
Do you remember a time you were most impressed with Juice in the studio?
Bibby: The first day I saw him record it was crazy. It was me, my brother, G Herbo, Southside, Max Lord and his A&R Dash [Sherrod]. I saw him rap through the entire beat. I’m just listening, and when people freestyle they just say anything. But everything Juice was saying made perfect sense. He came out the booth and Herbo was like, “You gotta do this.”
He looked at me and I go, “I can’t tell you s–t! It sound like you been doing this longer than me. How long you been rapping?” I just knew that was some alien s–t. I was the only one freaking out when I heard that s–t. As soon as I heard him do it, I just never saw nobody do that. I spent a lot of time behind the microphone and I never saw nobody do no s–t like that. That s–t was insane.
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