I Swim With Sharks Inc. operates at the intersection of distribution and development, giving the company a unique vantage point into why artists succeed — and why they fail. By working across multiple distribution partnerships, including Roc Nation Distribution, The Orchard, KMG Distribution, and Symphonic Distribution, the company regularly sees what happens when artists enter larger systems without a solid creative foundation.
This insight is central to the vision of Andre Williams (Dre), who founded I Swim With Sharks Inc. after witnessing countless artists gain exposure only to collapse under it. Dre built Sharks to ensure artists develop identity and authenticity before scale magnifies their weaknesses.
That reality raises a difficult but necessary question:
What happens when artists ignore who they really are creatively?
According to Jay “POP” Richardson, the answer is unavoidable: eventually, everything falls apart.
POP explains that when artists build careers on imitation or false personas, they may experience short-term attention, but the truth always surfaces. Audiences are more perceptive than artists realize. Over time, inconsistencies become visible, passion fades, and the disconnect between image and reality becomes impossible to hide.
POP states it plainly: the imposter is always revealed. When an artist’s foundation is built on something that isn’t real, the weight of growth causes cracks. The larger the platform, the harder the fall. What looked convincing on a small scale becomes exposed under real scrutiny.
This isn’t just an industry problem — it’s an internal one. Artists who ignore their true creative selves often burn out faster. Maintaining a persona that doesn’t align with who you are emotionally or mentally is exhausting. Eventually, the artist either abandons the music or feels trapped by the image they created.
At I Swim With Sharks Inc., this is why creative honesty is emphasized early. POP works with artists to confront who they are before the industry does. The goal is not to strip ambition, but to ground it in truth so success doesn’t feel hollow or unsustainable.
POP reminds artists that authenticity isn’t a risk — it’s protection. When artists build from who they truly are, they move with confidence, attract the right audience, and create work that lasts beyond trends. Ignoring identity may bring temporary visibility, but embracing it is what builds longevity.
Learn more about I Swim With Sharks Inc.
https://www.iswimwithsharksinc.com
https://www.iswimwithsharksinc.com
This insight is central to the vision of Andre Williams (Dre), who founded I Swim With Sharks Inc. after witnessing countless artists gain exposure only to collapse under it. Dre built Sharks to ensure artists develop identity and authenticity before scale magnifies their weaknesses.
That reality raises a difficult but necessary question:
What happens when artists ignore who they really are creatively?
According to Jay “POP” Richardson, the answer is unavoidable: eventually, everything falls apart.
POP explains that when artists build careers on imitation or false personas, they may experience short-term attention, but the truth always surfaces. Audiences are more perceptive than artists realize. Over time, inconsistencies become visible, passion fades, and the disconnect between image and reality becomes impossible to hide.
POP states it plainly: the imposter is always revealed. When an artist’s foundation is built on something that isn’t real, the weight of growth causes cracks. The larger the platform, the harder the fall. What looked convincing on a small scale becomes exposed under real scrutiny.
This isn’t just an industry problem — it’s an internal one. Artists who ignore their true creative selves often burn out faster. Maintaining a persona that doesn’t align with who you are emotionally or mentally is exhausting. Eventually, the artist either abandons the music or feels trapped by the image they created.
At I Swim With Sharks Inc., this is why creative honesty is emphasized early. POP works with artists to confront who they are before the industry does. The goal is not to strip ambition, but to ground it in truth so success doesn’t feel hollow or unsustainable.
POP reminds artists that authenticity isn’t a risk — it’s protection. When artists build from who they truly are, they move with confidence, attract the right audience, and create work that lasts beyond trends. Ignoring identity may bring temporary visibility, but embracing it is what builds longevity.
Learn more about I Swim With Sharks Inc.
https://www.iswimwithsharksinc.com
https://www.iswimwithsharksinc.com