Sonja Bates-Norwood

Necessity, quality and divinity have been the hallmarks of an awe-inspiring career for Sonja B. Norwood, a passionate, driven and no-nonsense artist manager, consultant and entrepreneur. Hers is a trajectory that demanded that she shift on a dime and rise to all challenges, triumphantly meeting a plethora of opportunities by learning new skills swiftly then applying them with integrity and an especially fierce sense of purpose. Norwood’s unorthodox path from a BS degree in Liberal Studies with an emphasis in Psychology from HBCU Southern University led her to become CEO of her entertainment management company Norwood & Norwood, Inc. which in turn has led to her industry brand “The Bizness®,” via which she offers online entertainment-centered workshops, webinars and podcasts. In her expansive quest to be an agent of change, Sonja Bates-Norwood is transitioning into teaching and training, taking upward career pivoting to Olympian proportions.

First and foremost, Norwood is known as the manager behind her superstar daughter Brandy and son Ray J, tirelessly ushering both singer/actors from the mine fields of being young, Black child stars into becoming highly successful entrepreneurial industry adults across multiple entertainment and business platforms. When Brandy and Ray J started in the business as pre-teens, Norwood had elevated herself at H&R Block from tax preparer for two seasons to District Manager of 18 offices in the South Bay of southern California. As such, she was one of the few Black women to rise to that rank with a goal in reach to become Regional Director. With great sacrifice, Mrs. Norwood cut her corporate climb short to personally look after the careers of her children. The learning curve was ferocious. Norwood devoured several dog-eared copies of business of music books then learned the intricacies of contract negotiations firsthand from entertainment attorney Danna Cook.

“I did a lot of studying,” Norwood shares. “Not only in books but of every person I encountered along the way in the business as it affected my kids. I got really good at red-lining contracts. I was never ill-prepared to discuss a contract with a fellow manager, a lawyer or executive. I learned you can’t blame anyone for drawing up a contract that is in their best interest. You have to counter propose in order for all contracts to be more favorable to both parties…or walk away.”

From the mid-`90s to the present, Ms. Norwood was the guiding compass for Brandy’s major label contract with Atlantic Records (resulting in a Grammy, Gold & Platinum plaques for 40+ million albums and singles sold worldwide), the groundbreaking TV series “Moesha” and the Disney/ABC-TV musical “Cinderella” (for which Brandy was personally picked by her idol, the late Whitney Houston), six hand-branded Brandy dolls by Mattel, plus endorsement deals for COVERGIRL, DKNY and Candies. Norwood also helped Brandy establish her own B7 Records label as well as her distinguished opportunity to sing the inspirational anthem “Starting Now” for The Walt Disney Company’s “Ultimate Princess Collection” for 2021-2022.

For Ray J Norwood valiantly maneuvered him from a major label contract with Elektra Records to negotiating an independent joint-venture, Knockout Entertainment, via Koch resulting in two albums and several Top 5 Billboard R&B singles. Noting his broadening creativity, Norwood got involved in co-executive producing and co-creating with Ray J his VH1 reality shows “For the Love of Ray J” and “Brandy & Ray J: A Family Business” among several others under his TV production company, 17 Inc. as well as launching the Norwood Family mobile app “Fam Bam: Got to Have Music,” an animated children’s book awarded a 2013 Best App for Teaching & Learning by the American Association of School Librarians. Next came guiding him through the trademarking, insurance and product liability aspects of his startup electronics business, Raytroniks®, home of his entrepreneurial creation The Scoot-E-Bike® - a low motorized electric scooter. Ray J later sold the Scoot-E brand name then created Rayconglobal.com, an independent tech venture specializing in state-of-the-art personalized earbuds valuated at $100 million. And together, Sonja, her husband Willie Norwood Sr., Brandy and Ray J created the 501c3 Norwood Kids Foundation.

Every new wrinkle required Norwood to constantly upgrade her knowledge and skill sets. “I expanded my view,” she shares. “My journey has been a zig zag of learning on the go. There were speed bumps for all of us along the way but every win, loss and experience made us that much stronger. I’m thankful to God for allowing me to be such a great part of my children’s careers. After 25 years, they are both still working and still relevant. Through it all, our family has remained intact by respecting each other, not giving up on each other and, mainly, by the grace of God.”

Ms. Norwood has taken all of her experiences and applied them to the careers of others. She has consulted music to TV crossover star Tameka “Tiny” Harris, led project management for Gospel stars BeBe Winans and Trinitee 5:7, R&B groups Silk and 702, rapper Ma$e and many up-and-coming entertainment hopefuls. In 2006, Norwood returned to her hometown McComb, Mississippi where she managed the election campaign of childhood friend, retired Colonel Zach Patterson, who went on to successfully serve as the first African American mayor of McComb city from 2007-2010.

Extensions of Sonja’s consulting and management for Norwood & Norwood Inc., the Norwood Talent Agency (co-founded with her husband, successful vocal coach Willie R. Norwood, Sr.) and “The Bizness®” include her self-published eBook “Change Starts with ME,” all about uplifting strategies to prioritize your goals. She has also been an adjunct professor at the L.A. Film School in Hollywood teaching Artist Management, and, most recently, has begun instructional podcasting.

Sonja is also abundantly blessed by and with three lovely grandchildren: Sy'rai (19), Melody (3) and Epik Ray (1).

“Being Black, a woman, a mom and coming into this industry in the `90s was not an easy journey,” Norwood concludes. “When I’m teaching, it’s important for people to understand my struggle. I appreciate all of the good and bad attitudes, no’s, challenges, and deceptions that came my way. They have made me the business person I am today. I have earned my way – fearless, confident and passionate in who I am and how I can change things. I want up-and-comers to know that if they are willing to put in the work to not only master their craft but also to wholly understand who they are as a person establish boundaries and keep God first - they can accomplish anything.”