Juicy J

As a founding member of southern hip-hop group Three 6 Mafia in the 1990s, the rapper sold millions of records before stepping out to pursue a solo career in recent years.

Collaborations with everyone from Wiz Khalifa to 2 Chainz, Lil Wayne, and Miley Cyrus followed and helped reinvent Juicy J for a whole new generation of fans.

The Agency Group’s Peter Schwartz, who started working with Juicy J in early 2012, told Pollstar how interesting it was to receive inquiries from fraternities and people who didn’t seem to grasp the rapper’s history with Three 6 Mafia.

“I could just tell by the tone of emails … that most of this young demographic that was inquiring about him or wanting to book him really thought he was new and probably weren’t aware of the great history he had,” he said.

Spot dates, headlining The Smokers Club package tour in summer 2012 and supporting Wiz Khalifa in the fall helped to shape Juicy J’s solo touring career.

From there, Schwartz said the stage was set for a 40-city headlining jaunt this spring that sold out all but just a few shows – including The Rave in Milwaukee, where the concert was shifted to the Eagles Ballroom and did 3,600 paid.

Upcoming concerts include colleges and spot dates, and plans are in the works for Juicy J’s first headlining trek in Europe early next year. After that, Schwartz sees more college dates in spring, European festivals and a summer package tour in the U.S.

“He’s got a great work ethic. He’s willing to put in the effort and the demand is there,” Schwartz said. “He’s really restarted himself and we’ve watched that grow tremendously.”