Justo Faison

When an individual passes away, it’s customary for others that knew the deceased to chant praises and tell outstanding tales about them. However, when Brooklyn, New York native Orpheus Faison, better known as Justo, passed away on May 16, 2005 in a fatal car crash in Richmond, VA while doing a promo run, the utter devastation and countless accounts of his genuine nature, humbleness, and good-heartedness was far from fabricated. In 1995 Justo (a former DJ himself) earned a position as National Director of Marketing and Promotions at Atlantic Records, gaining enough leverage to make a significant impact in industry. He wasted no time allocating the money from his counterparts to open the gates for those he felt were Hip-hop’s underdogs—the DJs.

“The mixtape guys were working hard in their cribs, putting tapes together, putting them on the streets, breaking artist, remixing their songs and they wasn’t getting the credit,”

“So I started the awards in ‘95. Craig Kallman [Atlantic Records CEO and Chairman] and Manny Bella [former SVP of Urban Music, Atlantic Records] cut me a check to do the first Mixtape Awards. Since then Clue got a deal, Flex got a deal, Tony Touch, Kay Slay, Ron G., Green Lantern, and Envy— I mean everybody.”

[Interview with Alex Slama of Juice Magazine]

Matching the $2500 check he received from Kallman and Bella Justo started [http://www.themixtapeawardsonline.com The Mixtape Awards] in November of 1995. Justo undoubtedly became the link between the streets and the mixtape DJ. Even companies such as Reebok and Sprite have recognized the power of mixtapes, using them as a highly effective marketing distribution tool.

Justo began DJing in 1987 at Cayuga College in Auburn, NY, and would DJ at numerous clubs and colleges in the years to follow. He held a position as an intern with the legendary Bobbito Garcia aka “Bobbito The Barber,” who co-hosted the break through Hip-hop radio show “The Stretch Armstrong and Bobbito show.” In 1991, his dedication as an intern in the college promotions department at Nervous Records would lead him to a position in mix show promotions department, and eventually head of mix show promotions. While an executive at Atlantic, he formulated the first known “Street Team” and assisted with the sales of over $22 million. He oversaw artists’ projects that included: Junior Mafia, Little Kim, Timbaland, Brandy, Aaliyah, Mark Morrison, Quad city DJ's and Fat Joe as well as The High School High, Space Jam and Dr. Dolittle soundtracks. [ [http://www.sohh.com/articles/article.php/7079 R.I.P Justo - Mixtape Awards Founder Shares Future Dreams & Hopes | Player Watch | SOHH.com / ] ]

Before being hired as the VP of Urban Music for Sony/Epic Records in 1999, earlier that year at GEE Street Records, Justo worked with RZA from Wu-Tang on his Bobby Digital album. Only working on the project for six weeks, Justo set up promo tours and a marketing plan that assisting in the sale of 700, 000 records. In 2000, Justo continued his entrepreneurial dreams and started Just Entertainment with Luke Cage. He also started a Promotions and Duplication company, working with clients such as BET, Bad Boy Records, Sony Music Group, T-Mobile, and Loud Records.

Out of support and respect for his contributions to the game, immediately after his passing Justo’s family received contributions from individuals such as 50 Cent, Paul Rosenberg, DJ Kay Slay, DJ Whoo Kid, labels Atlantic, Koch, TVT, Interscope , Fight Club and Beth Isaacs from Isaacs Jewelry.

Justo truly represented the true essence of Hip-hop. Unlike many others in the industry who amassed enormous success, he never forgot his roots. His concern was never jumping on board with an already big name (and he worked with plenty of them). Justo thrived on uplifting the little guy. Everyone who knew him would agree with his close friend DJ Kay Slay (whose career he also managed), when he stated,

“Justo epitomized the underdog. There will never be another Justo.”

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