Kareem "Biggs" Burke Is Always In Empire Mode
When Kareem “Biggs” Burke walks into a room, it’s impossible to ignore him. He possesses a chiseled, granite physique, a measured gait, and a silent strength that speaks volumes. When you find out that he was the part of the potent NYC trio that built the multi-million Roc-A-Fella empire (Roc-A-Fella Records, Rocawear, State Property, Roc Films, etc), it makes perfect sense. Jay-Z provided the music and slick lyricism, Dame contributed the ambition and shrewd business savvy, and Biggs was the steadfast consigliere steering the entire ship and making sure things got done. Over 20 years later, and after some heavy setbacks, Biggs is still making power moves. And yes, he’s very much in the business of building empires. He presently oversees a handful of clothing brands, including Roc96 & Fourth of November. He’s also venturing into the liquor game with a slate of new beers and spirits on the verge of release.
Read on to find out what it takes to succeed even amidst the most impossible obstacles.
First off, you can definitely be described as a relentless entrepreneur. How early did you develop your hustler mentality?
That probably started as early as age 6. My brother sold newspapers at 10-yrs-old. He always took me with him, and afterwards, we would go to the supermarket to pack bags. At a young age, I was taught to earn, so I learned that independent spirit from my family and also from being poor. In order to get extra, you had to earn extra.
“At a young age, I was taught to earn, so I learned that independent spirit from my family”
Can you tell us a little bit about what’s going on with the Roc96 Brand?
Roc96 is about craft, design and innovation. The first project was a collaboration with Madeworn. This project allows Roc96 to live as luxury merch in stores like Barney’s and Revolve. We will be expanding to the top 1000 doors around the world. We are also in talks with other brands that will not pigeonhole us into one segment, but rather give us the freedom to explore and push the culture by doing things outside the box.
What about your denim brand, Fourth of November?
Fourth of November is being re-launched right now. After building so much buzz and amassing a huge online presence, we decided to take the company in another direction. We want to mash culture by bringing in different flavors and subcultures that make sense for us to be connected to. We are aiming to make hip, cool and casual wear that you can throw on anytime of the day. We will also be mashing it up with tech, outdoor, art and design, while bringing a high quality of denim at an affordable price.
In the current cultural landscape, what do you feel is the most important rule about marketing & branding?
Authenticity. I believe many people are compromising their brands by just trying to connect to any blogger, buying followers and having a perception of being something they’re not. We live and breathe culture, and we know consumers want to be connected to something that’s real – nothing fictitious. Because someone bought followers, now all of sudden, they are considered an influencer because of 20k likes? How about building a company that lasted over 20 years and has pushed the envelope and stayed fresh and delivered the consumers an experience that they can hold on to.
“When one door closes, we kick in the next door. If both close, then we create our own.”
From Roc-A-Fella Records to RocaWear and everything you’re doing right now, you’ve been through several ups and downs. Can you give us some of the major lessons you’ve learnt about life?
Jay-Z said it before. The genius thing we did is not giving up. At a young age, we were put into situations where we had to figure things out, and how to get ourselves out of extenuating circumstances. That gave us the tough love and grit which became a part of our DNA. We just applied that to business. When one door closes, we kick in the next door. If both close, then we create our own.
The new Jay-Z “4:44” album is out – what are your favorite tracks on it, and can we expect more business projects between you and Hov in the future?
For Jay and myself, it’s not about business at this stage, it’s more about substance and how can we push the culture, whether we are working together or not. More than trying to build another company together, we just support each other. Enjoying the relationship that we built over 25 years.
With regards to 4:44, my favorite track is the entire album. It’s a classic.
What other businesses/projects are coming up for you in the next few years?
Well NCS Inside is something that’s close to my heart. It’s about men going into prison and building relationships with the inmates and staying in contact as they transition back to society. People don’t understand that even if you’re doing well, you still need someone you trust to walk through life with, and it’s also about keeping God at the center of that relationship.
I’m also getting into beer and spirits. I’m looking to launch a portfolio of brands very soon. Liquor and tech are two areas I’m building out right now, along with a media company that will bridge talent in the US and overseas.
Lastly “Money” is a tricky topic for different people; what is your own philosophy about Money?
Be fiscally responsible, pay taxes and think about the long term. Most people in sports and entertainment run through money, because they believe that faucet will never turn off. It does, and I’m here to tell you to take advantage of investing wisely and building a great team of advisors who can help you think about retirement, and the wife and kids.
Be sure to follow Kareem “Biggs” Burke on Instagram: @theRoc96
If you liked this story, check out more in our Urban Transplants issue.
