Paying Tribute To Agent Norby ‘Never Too Big’ Walters

The impact of legendary agent Norby Walters, who died in his sleep of natural causes on Dec. 10 at age 91, will live on thanks to the role he played in ensuring that hip-hop pioneers he once represented were properly paid when the genre first burst onto the live scene – as well as the ongoing success of the executives who first got their start at his agency.

Here, colleagues in the business, including a few of his former staff members, pay tribute to Norby, along with rapper Doug E. Fresh (aka the Original Human Beat Box).

Jeff Allen | Co-Owner of Universal Attractions
I first met Norby around 1983. We met backstage at MSG during a concert. Norby or his company had booked the headliner Maze with Frankie Beverly. Back then, Norby Walters and Associates represented most if not all the big names in R&B and hip-hop. We by chance started to talk; Norby was kind enough to share advice with me. He told me to always act like I had the answers and to walk around backstage like I owned the place. He also told me, “You’re never too big.” Never too big to be kind or fair. That night, Norby invited me up to his office to meet with him and Sal Michaels. That meeting took place about a week later. I shortly thereafter was offered a job by Norby. I never took the job, but Norby and I remained good friends for 40-odd years. He was truly a unique kind man with a heart as large as the list of attractions he represented. I know I will miss him and the industry as a whole has lost a true legend.

Jeff Epstein | Co-Owner of Universal Attractions
Norby is a legend and always will be. I always enjoyed speaking with him and his energy was always over the top. I can’t thank him enough for being a part of Pollstar’s UAA-curated hip-hop 50th anniversary panel at the Pollstar Live! conference in February of last year. I am glad everyone got to say goodbye to him in person one last time. Long live Norby! Never too big!

Doug E. Fresh
Norby Walters was a great man! He helped me in my career and I’ve seen him help a lot of people along the way. I see agents who came from his agency become the best in the business and artists who still work till this day like myself. He always treated me and my family with respect, and I use a saying I got from him till this day: “Never too big!” He was never too big to say hello to everyone and treat people nice. It has been an honor to work and learn from and to know Mr. Norby Walters and his beautiful family.

Cara Lewis | Founder & CEO of Cara Lewis Group
My first job in the music industry was with Norby Walters Associates, which was a talent booking agency. My friend Donna saw a “receptionist wanted” index card in the elevator of her office building and set up an interview. When I met Norby, I explained that I couldn’t type and that I could only answer phones. He put me on the phones the next day, taught me about the business for the next eight years and gave me the opportunity to work hard and build a career.

Norby represented most of the huge stars in the Black music space like Marvin Gaye, The Commodores, The Jacksons, Rick James, Patti LaBelle, Luther Vandross, Bobby Womack and many others. He legitimized the Black touring business by making deals that got artists paid with real settlements and backend payments in addition to artist guarantees.
Once I was made an agent, he backed my play with many early signings like Sylvester, Shannon, New Edition, and the signing and development of Run DMC, Eric B. & Rakim, LL Cool J, Beastie Boys, Public Enemy, Doug E. Fresh, Queen Latifah, MC Lyte, Lisa Lisa and Full Force, UTFO, Whodini, Biz Markie, Big Daddy Kane, Ice T, Jazzy Jeff and The Fresh Prince, to name a few, allowing me to nurture and build a department in his agency. We represented everyone. It was a clear lane as other agencies did not understand the genre when it all started and didn’t have the expertise to create opportunities as we did.
Norby was a celebrity in his own right and understood talent and people which made him ultra successful.

He always showed respect for artists and their craft and people in general and had a unique way of making it all come together. It wasn’t an easy road back then but his hustle always closed the deal. He heard hits and truly loved what he did. He was never too big. That’s what made him a legend.

I was lucky enough to see him and spend time in March of 2023 and to thank him and let him know how much I cared, appreciated and respected all that he gave to me. He and his wife Irene were like second parents and practically raised me from a teenager to an adult, giving me life lessons and the career that I could never have ever dreamed of. I am happy I made him proud, the same way he made me proud.

As in the famous words of Eric B. and Rakim and the song that continues to play to generations:

“Yo Rakim, what’s up?
Yo, I’m doing the knowledge, E., man I’m tryin’a get paid in full
Well, check this out, since Norby Walters is our agency, right?
True
Cara Lewis is our agent
Word up
Zakia and 4th and Broadway is our record company
Indeed
Okay, so who we rollin’ with then?
We rollin’ with Rush Of Rushtown Management
So check this out. Since we talkin’ over this def beat right here that I put together
I wanna hear some of them def rhymes
You know what I’m sayin’?
And together, we can get paid in full.”

Rest in Peace, Norby. You will surely be missed.

David Zedeck | Partner & Global Co-Head Of Music, UTA
Norby was one of a kind; he hired me over the phone without an in-person interview. I was sitting at a desk when he walked in and told me not to be nervous as I already had the job! Then he said, “Remember this and you’ll do great: ‘No job too big; no job too small!!!’” He was right! s