Home Luxury brand How Grammy-nominated artist JoiStaRR grew her brand with luxury real estate

How Grammy-nominated artist JoiStaRR grew her brand with luxury real estate


There’s been a lot of buzz around the real estate industry since home prices started skyrocketing during the pandemic. However, that’s not the only thing worth noting about the industry. Between the pandemic and the recession expected in the near future, the influx of real estate agents has also increased. With real estate offering flexible hours and high royalties, the industry has attracted many people, from burnt-out healthcare workers to parents looking to earn extra income. Even artists have started considering the benefits of becoming an agent, especially with canceled tours and filming halted by Hollywood. According to the National Association of Realtors, more than 156,000 people joined their ranks in 2021 and 2020 combined, nearly 60% more than the previous two years.

Joi Campbell, widely known in the music and entertainment industry as JoiStaRR for her songwriting, is an example of how up-and-coming artists can create different verticals to grow their brands. After a planned two-month tour opening for Kanye West turned into a years-long hiatus, she realized she needed to expand her reach and turned her attention to real estate. Although she’s known for her behind-the-scenes work as a songwriter for the likes of Mary J. Blige and Chris Brown, over the past two years, particularly during the pandemic, she’s made a name for herself. name at Nest Seekers as one of their top luxury real estate concierges. Additionally, his resume includes acting, and his debut single, Love story, came out in February.

“I got into it on tiptoe [real estate] because I was just talking about music,” Campbell expresses. “I thought no one would understand; nobody cares. It was one of my fears to really come across or reveal who I really am. Because I was scared of it, I didn’t know how to talk about it on social media, which is very important. To have a business, you need to connect with people so they know what you want to do. And it was very difficult for me to do that. So I would just do it behind the scenes and by word of mouth because of this fear. Just here recently, as I’ve grown and with this new company, Nest Seekers, it’s tied into what I do as an artist. It made me feel more comfortable talking about it.

Campbell’s singing career began in the church choir. As her talent developed, she began to write songs. Witnessing the success of her brother, Warryn Campbell, as an artist and record producer, she wanted to follow in his footsteps. However, she was studying to become a doctor. She realized during her medical program orientation that she wanted to pursue a career in music.

She had the opportunity to perform as a background singer for West. At one point, she asked if she could be a permanent fixture as a background vocalist. West told Campbell that if he accepted, he would retain her because he recognized her talent. So he invited her to join him on the Fame Kills tour co-headlining with Lady Gaga. However, it was canceled after public controversy over West cutting off Taylor Swift’s Best Female Video speech at the 2009 MTV Video Music Awards. Campbell soon found herself at a crossroads.

“Bounce back when it didn’t happen was interesting because it was like, ‘Okay, what exactly is going on?'” she says. “For me, it was business. Generally, most artists see being an artist as “I want to be a star”. I want the world to love me. I wanted the company. I’m like, ‘Oh my God, my business as JoiStaRR has stalled. What do I do?’ I had to find my passion. I didn’t want to do anything that made me feel like I was losing everything. I prayed for a situation or something that was a passion for me that I could jump into. I wanted to feel exactly the same as I felt about the music. And that was real estate.

Campbell lived in fear early in his real estate journey. Wondering if it was okay with her or not, she knew she couldn’t stay like this for long or she would become paralyzed with business. But, taking it one step at a time, she realized how much being in this space would help her as an entrepreneur.

As she became more comfortable sharing that her brand extended to real estate, she also had the motivation to release her first single and continue working on her album. Additionally, she added to her acting credits by starring in Striveplaying a role opposite Danny Glover.

As Campbell continues to pivot in her career, she is focusing on the following key milestones:

  • Let your passion and your vision guide your actions. Your career should be something you wake up excited about every morning.
  • Limit outside discussions about your projects; don’t let the opinions of others persuade you one way or another.
  • Listen to your spiritual guidance to help you make difficult and risky decisions.

“I learned to stand up for myself when I need to, stand up for what I believe in and not go with the flow,” Campbell concludes. “In business, in particular, I’m in two huge worlds that are really boy’s play. So, as a woman, it taught me to focus on that, to be that leader, and not care if I look like anything other than the beautiful queen.