Music Star Clever On Five Things You Need To Create A Highly Successful Career In The Music Industry
…For me, I’d want it to be metaphoric. If I had to sum it all up into one line or message, I think it’s about expressing things in a distinct way. You know how when Rod Stewart came on the radio, you didn’t even need to know the song — you just knew it was him? I’ve always wanted my music to be like that, where when you hear it, you know it’s me. No one else sounds like that. But beyond that, I want my music to have layers. I don’t think it needs to stick to one specific concept, but I want it to be full of wordplay, innuendos, double entendres — something with twists and turns. I want it to have a Shakespearean, poetic feel — something deep and personal. At the end of the day, my goal is bigger than just the music I’m making at the moment. My purpose is greater than that. I want my music to resonate with people on a deeper level, and to bring those people to me for a larger purpose. That’s what it’s all about for me…
I had the pleasure of talking with Clever. Joshua Tyler Huie, known professionally as Clever, is an American rapper, singer, and songwriter hailing from Gadsden, Alabama. Emerging in the mid-2000s, Clever has built a career marked by a mix of underground success, prominent collaborations, and a distinctive genre-blending sound. His journey from local battles and radio freestyles to working with major figures in the music industry has seen him navigate a path filled with both challenges and breakthroughs.
Clever began releasing music in 2006, starting with his debut mixtape, 1nce More. That same year, he gained early exposure by appearing on BET’s “106 & Park” during its “Freestyle Fridays” competition, showcasing his battle rap skills. Though Alabama, with its small population and limited music industry infrastructure, provided a challenging environment for national recognition, Clever’s drive pushed him to seek opportunities beyond his hometown, leading him to travel across the country in pursuit of a music career.
In 2019, Clever caught the attention of a broader audience when he was featured on “Ring Ring,” a track from Juice WRLD’s second studio album, Death Race for Love. The collaboration proved to be a turning point in his career, introducing him to Juice WRLD’s wide fanbase and helping him secure his first entry on the Bubbling Under Hot 100 chart. Around the same time, Clever released his debut EP Who Is Clever?, which consisted of eleven tracks and was produced under Grade A Productions, a label closely associated with Juice WRLD.
Clever’s profile continued to rise in 2020 with another high-profile collaboration, this time with will.i.am on the track “Penelope.” The song became a massive hit in Finland, breaking the record for the most weeks at number one on the Finnish charts. The success of “Penelope” earned Clever a nomination for Song of the Year at Finland’s prestigious Emma-gaala awards, cementing his status as a rising global artist. He also collaborated with Justin Bieber on the track “Forever,” featured on Bieber’s album Changes. The song was a commercial success, achieving Gold certification in the U.S. and charting internationally in several countries.
In 2021, Clever released his debut studio album Crazy, under Republic Records and Grade A Productions. The album featured a roster of notable guest appearances, including Lil Wayne, Lil Baby, and Chris Brown. One of the album’s lead singles, “Life’s a Mess II,” which featured Juice WRLD and Post Malone, became Clever’s first entry on the Billboard Hot 100 chart. His growing popularity led to performances at major music festivals, including Lollapalooza.
Clever’s ability to blend hip-hop with elements of rock, emo, and country has made it difficult to classify his music into a single genre. His songwriting is heavily influenced by his early experiences writing poetry, and his lyrics often reflect personal struggles and complex emotional themes. This versatility has enabled him to collaborate with a wide range of artists, from rap heavyweights like Polo G and NLE Choppa to alternative rockers like Travis Barker.
Despite his collaborations with some of the industry’s biggest names, Clever remains grounded in his roots. In interviews, he often speaks about the inspiration he draws from his hometown in Alabama, describing it as a place full of natural beauty but limited in opportunities for aspiring musicians. His persistence and ability to network with key figures in the industry have been central to his career progression, as seen in his connection with Juice WRLD, which began when the late rapper publicly expressed admiration for Clever’s music on social media.
As Clever continues to evolve as an artist, he has also ventured into country music, a genre that resonates deeply with his Southern upbringing. In recent years, he has expressed a desire to focus more on solo projects that reflect his personal experiences and stories, rather than relying on collaborations to define his sound.
Clever’s discography showcases a wide range of singles, including “Loyalty” (2019), “Rolls Royce Umbrella” (2021) featuring Chris Brown, and “Tattoo Your Name” (2021). His music often blends haunting vocals with introspective lyrics, creating a unique sonic palette that has captivated listeners both in the U.S. and abroad. Despite the challenges he has faced in the industry, including a years-long contract dispute that stifled his output, Clever remains committed to making music on his terms.
In 2023, Clever released his second studio album Lonely, further solidifying his place in the music world as an artist unafraid to push boundaries. With a career that continues to gain momentum, Clever’s journey from the streets of Gadsden to international recognition is a testament to his resilience, talent, and unwavering dedication to his craft.
Yitzi: It’s a joy to meet you. Before we dive in, our readers would love to learn about your personal origin story. Can you share the story of your childhood and how you grew up?
Clever: Well, I was born and raised in Gadsden, Alabama — a small town. When I was about a month old, my family moved to Villa Rica, Georgia, and I lived there until I was around four or five. But when I started elementary school, we moved back to Alabama, and I’ve lived in Gadsden for most of my life. I’m still here to this day. I love my city.
I had a good following here for a long time, probably since around 2006. I did get into some trouble and couldn’t leave the state, so I was really just making the most of my time here. Eventually, I overcame a lot of challenges, grew up a bit, and moved past some of my old ways. But no matter what, I always seemed to come back home.
I went to LA and lived there for a while. I also lived in Tennessee for a bit, just chasing this dream. But Gadsden has always been home. The love I’ve gotten from my hometown has kept bringing me back.
As for my origin in music, I started with poetry, writing a lot of it, and that gradually turned into hip hop. I did some rap battles around town, which led to getting on the radio. I’ve really done it all at this point — songwriting, performing, everything. I got stuck in a bad deal for a while, which pushed me into songwriting instead of focusing on my own solo work. But once I got back to doing my own music, I linked up with Juice and eventually with Post.
It’s always been hard to fit me into one genre, but after signing with Post, I went independent and started doing more country music in the last year. It feels more like home. Being from Alabama, it just resonates more with me. It doesn’t feel like I’m stepping outside my comfort zone — this is something that’s in my blood. It feels great.
Yitzi: You probably have some amazing stories from all your success. We’d love to hear one or two of your favorite memories or stories from your professional life.
Clever: Well, you know, one story I always tell my friends is about the first time I met Juice. He really liked one of my songs called “Loyalty,” and the first thing he ever said to me was quoting my lyrics back to me. We were in Beverly Hills, and he was riding a dirt bike, trying to walk it down the road at this huge Airbnb — like 10,000 square feet. He didn’t know how to ride the dirt bike, but he was trying to walk it, you know? Just living it up.
He gets off the bike, quotes my lyrics to me, and by the end of the night, he’s standing on the kitchen island, popping bottles and spraying them around this Airbnb that we definitely didn’t own. He was just having a great time. Before the night was over, he had recorded eight songs. There were so many big artists, influencers, and personalities there, but even in a crowd of people who stand out in the world, Juice stood out even more. He was the life of the party.
So yeah, that’s one of my favorite memories — definitely the day I met Juice WRLD.
Yitzi: It’s been said that sometimes our mistakes can be our greatest teachers. Do you have a story about a humorous mistake you made when you were first starting your musical career and the lesson you learned from it?
Clever: Mistakes when I first started? I mean, I’ve learned a lot from just sending songs out. One thing that stands out is when you record at places where you may not know or trust the engineer well, it’s easy for your songs to end up out in the world without your control.
I’ve got a record with Kid LAROI, NoCap, and Jetsonmade did the beat. I put the whole song together, but before I could even try to clear it, it was already up on YouTube. And not only that, someone had put it on Spotify. This all happened because of where I recorded it, you know what I mean? It could’ve been someone who sent it out, but either way, it’s still on Spotify to this day. I’ve never seen a dime from it, and none of the artists or labels involved have seen anything either. I don’t even know if they’re aware it’s out there, but it’s still up — me, Kid LAROI, NoCap, and Jetsonmade.
So, I’d say the lesson is to be really cautious about who you record with and who you trust with your music, because leaks happen. And being part of Juice WRLD’s camp, I think I can speak on that a bit, since unfortunately, it hits close to home — his songs have been leaked so many times too.
Yitzi: That’s great. You have so much impressive work. Do you want to share with us any exciting projects you’re working on now and what you hope to be working on in the near future?
Clever: Well, right now, I’m just focused on my own music. I’ve done some really cool collaborations in the past, but at this moment, I’m not looking to do any features or work with other artists. What I really want is to make a name for myself and set myself apart from what everyone else is doing, especially with this new country wave that’s coming up.
A lot of people who are transitioning to country are stacking their albums with features, and I’ve had people ask if I’m going to do the same since I’ve done so many features in the past. I could probably put together a star-studded country lineup from the people I’ve worked with, but that’s just not what I want to do right now. It’s not about chasing streams or numbers for me. I really want to write music that resonates with people. That’s what it’s about in the end — making a connection with folks, finding those who are cut from the same cloth, and speaking to them through my songs.
That’s why I think doing country music is important for me. It fits the narrative of my life, the places I’ve been, the stories I’ve lived. Country music resonates with me more than anything else. And honestly, people have always had a hard time putting me in a box. When I was doing hip hop, some said it wasn’t hip hop. Now that I’m doing country, they say, “Oh, he used to do hip hop.” But for me, it’s always been a “call it what you want” kind of thing.
So right now, I’m focused on solo records. I don’t want to rely on features. I want to make music that comes from my own experiences — things that only I can say in my own way. Because at the end of the day, my goal is to help people. I want to reach those who’ve been through the same struggles I’ve been through, and express it in a way that resonates with them. That’s why I hope they love my music — for that authenticity.
Yitzi: So if you could take all of your songs, all the lyrics, put them in a bucket, mix them up, what would the main message or theme be?
Clever: For me, I’d want it to be metaphoric. If I had to sum it all up into one line or message, I think it’s about expressing things in a distinct way. You know how when Rod Stewart came on the radio, you didn’t even need to know the song — you just knew it was him? I’ve always wanted my music to be like that, where when you hear it, you know it’s me. No one else sounds like that.
But beyond that, I want my music to have layers. I don’t think it needs to stick to one specific concept, but I want it to be full of wordplay, innuendos, double entendres — something with twists and turns. I want it to have a Shakespearean, poetic feel — something deep and personal.
At the end of the day, my goal is bigger than just the music I’m making at the moment. My purpose is greater than that. I want my music to resonate with people on a deeper level, and to bring those people to me for a larger purpose. That’s what it’s all about for me.
Yitzi: Beautiful answer. This is our signature question. So you’ve been blessed with a lot of success now. Looking back to when you first started, could you share five things that you know now that you wish you knew when you first started?
Clever: Five things that I know now that I wish I knew when I first started…
Well, first, I’d say monetization. A lot of artists, even today, don’t tap into all the monetizing opportunities they could be using. A lot of it is just a lack of knowledge, and nobody’s going to tell you. It’s not like someone’s sitting around saying, “Hey, you’re missing out on royalties here and there.” You’ve got to dig for it, get your paperwork in order. In the genre I come from, it’s easy to get caught up in just making a song, putting it out, and skipping all the business side of it. People forget about copywriting, registering the song properly, all the things needed to make money. So they miss out on YouTube revenue, Spotify streams, iTunes money — all of it.
Another thing I’ve realized is that there were a lot of artists doing the same things I was doing, but they didn’t make it. The difference is, they’d make music, shoot a video, put it on social media, and just expect it to take off. But there’s so much more to it. You have to dig deep and figure out what really makes things work. You’ve got to have a vision — a 10-year plan — and create a roadmap of where you want to go. You can’t just expect things to blow up without constantly aiming in a specific direction, with a clear aesthetic and plan in mind. You have to dot your i’s and cross your t’s. This is a business. I think a lot of young artists come into it wild, doing the most, just like I did at one point. I was in the studio, messing around, getting high, making crazy music, but I wasn’t focused on the business. And when you’re not paying attention to that side of things, you get screwed over. You miss out on money, go broke trying to make it, and eventually, you might lose your momentum. For me now, making music, shooting videos, and posting on socials — that’s just the bare minimum. It’s like waking up in the morning. But there’s a whole lot more you need to be doing beyond that. It’s not about being in the right place at the right time; it’s about being in the right place all the time. You have to show up every single day. And if you don’t want it bad enough, I have no sympathy, because for me, this is everything. It’s all I’ve ever known.
Knowing what I know now, I’d definitely tell my younger self to ignore all the noise and get to work. I see a lot of artists rolling their eyes when labels say “TikTok, TikTok, TikTok.” Even labels seem hesitant when they bring it up, like they know artists don’t want to hear it. But honestly, I’d tell myself to forget all that. You either get to work or get off the field because this industry is oversaturated. If you’re not willing to put in the effort, you might as well sit on the bench or do something else. It’s all about working the hardest or being the most talented. You’ve got to have one of those: either be the most talented, the best-looking, or the hardest worker. If you’re not one of those, then you’re not going to make it. So instead of rolling your eyes at the grind, just get to it. Jump on TikTok, figure out what works, dive into the analytics, study the insights, and find the right hashtags.
Another thing — remember when Threads came out on Instagram? When it first launched, I could make a post that would get a hundred likes, 10 or 20 comments. Two weeks later, it was hanging on by a thread, you know what I’m saying? But my point is, maybe your content isn’t getting worse on a platform. If you’re not seeing as much engagement on Instagram or Facebook, maybe it’s not you — maybe the platform is dying. You can’t get stuck on one platform just because you were popular on it once. You might have been popular at a certain time, but when the platform isn’t popular anymore, you aren’t either. You’ve got to keep moving. I don’t think you should spread yourself too thin, though. You should be on all platforms, but really focus on the ones that are working for you. Lean in on those. If the platform itself dies, then you’re dying with it if you’re relying on it too much, you know what I’m saying?
So that’s what I’d tell my younger self — figure out which platform is working right now, but don’t jump on every new thing immediately. And don’t complain about it — just adapt and keep going.
Yitzi: That’s great, amazing. So this is our aspirational question. Clever, because of your great work and the platform you’ve built, you’re a person of enormous influence. If you could spread an idea or inspire a movement that would bring the most good to the most people, what would that be?
Clever: I mean, look, my end goal is my religion, you know what I’m saying? I’m here to glorify God. So, really and truly, I’ve transitioned to this music thing. Country’s been in my blood, and it resonates more with the stories I’ve lived. For me, it’s about connecting with people and trying to bring them to a greater purpose, and I think that purpose is to glorify God. That’s my purpose on earth. So, you know, I think the good I bring is trying to do what I believe I’m meant to do, in hopes that I can bring peace to those who are just like me.
Yitzi: Beautiful answer. This is what we call our matchmaker question, and sometimes it works. We’re very blessed to have prominent leaders in entertainment and business reading this column. Is there a person in the world, whether in the US or Alabama, with whom you’d like to share a beer, coffee, or lunch to collaborate with? We could tag them on social media and maybe make a connection.
Clever: Let me think. If I could have a beer, I’d like to have a beer with Tim Burton, I think. Tim Burton is a huge influence of mine. At some point, I want to get into movies and stuff like that. I’d love to direct films. I love stop-motion animation, and I love everything Tim Burton does. I’m big on branding, and I think nobody does it better. He’s a creative, you know what I mean? If I could choose anybody, it would probably be him. I think he’s incredible, always very creative. I’d have a hundred questions for him — he’d probably hate it because I’d just bore him with questions or sit there and tell him how great he is. But yeah, if I could have a beer, that’s off the top. It would be Tim Burton.
Yitzi: Perfect, perfect. How can our readers continue to follow your work? How can they see your concerts? How can they purchase your music? How can they support you in any way?
Clever: Well, we’re on all platforms. Right now, I’m on TikTok at @Clever — just simply @Clever. Very nice, very clean, very beautiful. On Instagram, it’s @whoisclever, and on YouTube, it’s Clever Music. But we’re everywhere on all platforms.
We have a few shows lined up, some performances we haven’t fully set in stone yet. We’ve been talking about Whiskey Jam and a couple of other things, maybe looking into some festivals. I’ve been talking to different agencies since switching genres, and it’s kind of like, “Who’s who in Nashville?” We’re figuring out how to build this new Avengers team to conquer Nashville, so we’re still working on that.
It’d also be nice to get more records out before we start doing a whole lot of shows. We’re talking about Whiskey Jam, maybe a Grand Ole Opry debut at some point, doing two or three songs. But right now, we really want to get some singles out and make some noise before diving too deep into performances. Once I’ve got enough songs out, we’ll be ready to book full sets. But for now, I’m posting on TikTok all the time, I’ve got music on all platforms, and we’ll be booking shows soon enough.
Yitzi: Amazing. It’s been so awesome meeting you. Hope we can do this again next year.
Clever: Yeah, it was great meeting you as well. Let’s do it. Anytime.
Music Star Clever On Five Things You Need To Create A Highly Successful Career In The Music… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.