Successful people thrive by constantly reinventing themselves, stepping boldly into new arenas, surrounding themselves with top talent, and leveraging past experiences to cross fresh bridges.
Dexter Story exemplifies this ethos in 2025 more than ever.
Having known him for nearly two decades, I can attest to his relentless work ethic, deep wisdom, and creative spirit—qualities now fully unleashed in his evolving project Wondem.
Rather than resting on his extensive industry resume—working behind the scenes with some of the biggest names in music—Dexter has doubled down on what fuels his own passion. His journey is a powerful reminder that reinvention and authenticity are timeless keys to success.
“I’m miserable and unmotivated doing something that doesn’t speak to me. It’s a waste of my limited time on this planet.”
KEVROSS: Tell us about your roots in the music industry and how they shaped you.
DEXTER STORY: Growing up in Los Angeles, I was immersed in the sounds of Big Band jazz, Bebop, Stax, and Motown—thanks to my parents. I started playing instruments early, recording on tape machines my folks bought me. By my mid-teens, I was gigging with local church and R&B musicians, soaking up the craft.
Later, my brother Tim and I got a demo deal at Sony, and I produced early demos for artists like Tyrese. Though Sony passed on us, I pivoted to behind-the-scenes roles—production assistant gigs, internships at BMI, and working with labels like Priority and Island Def Jam. That hustle was about providing for my family while staying close to music.
KR: You’ve always been a musician at heart. Why did you spend so much time behind the scenes?
DS: Life demanded it. I needed steady income, so I worked in promotions, marketing, and talent buying. But I never lost sight of returning to my own music full-time. The industry taught me the power of teamwork, loyalty, and networks—lessons I carry into every collaboration.
KR: How did Wondem come to life?
DS:Wondem is a deeply personal exploration inspired by my time playing with an Ethiopian jazz ensemble. I experimented with East African modes and rhythms, blending them with my soul, jazz, and funk roots. Co-producer Carlos Niño helped shape the sound, and collaborators like Miguel Atwood-Ferguson and Mark de Clive-Lowe added their magic. Soundway Records released the album, which continues to resonate worldwide.
KR: Have you launched your own label or embraced new business models?
DS: While I haven’t started a label, I’m managing artists like Miguel Atwood-Ferguson and embracing the creator economy. In 2025, I’m leveraging AI-driven tools for music production, marketing automation, and fan engagement. This tech lets me focus on creativity while reaching global audiences directly—no corporate gatekeepers needed.
KR: Are you staying independent?
DS: Absolutely. I believe smaller, passionate teams serve my music best. Major labels and festivals have their place, but I prefer intimate, authentic connections with listeners. With AI analytics and smart distribution platforms, independent artists like me can thrive on our own terms.
KR: What inspired you to pursue your true passion so fully at this stage?
DS: It’s impossible to ignore your calling. I want to inspire others—especially those over 40—to embrace their greatness. Life’s too short to settle for anything less than what truly moves you.
KR: How do you handle the ups and downs?
DS: Persistence is key, but I’m human. Some days I need a pep talk from friends or collaborators. I’m a work in progress, always evolving.
KR: What does the name Wondem mean?
DS: It means “brother” in Amharic, Ethiopia’s national language. The name reflects my connection to the African diaspora. Our band includes brothers and sisters united by this shared musical journey.
KR: How would you categorize your music?
DS: I prefer not to be boxed in, but if I had to label it, I’d say it’s original African music—drawing from sounds across the continent. As an African American inspired by Africa, I feel part of a global artistic ecosystem. I’m humbled by how Wondem has connected with listeners worldwide.
KR: What made you commit fully to the project?
DS: When I listened back and felt moved, I knew it was real. Despite early label rejections, I stayed in love with the music first—because that’s what matters most for any artist.
KR: What was the turning point?
DS: The call from Miles Cleret at Soundway Records was like hitting the jackpot. His enthusiasm fo
Kevin "KevRoss" Ross is a music and radio industry expert. He is a 20 -plus year entrepreneur with the leading most successful industry trade publication and site Radio Facts (www.radiofacts.com). He has also published various books, magazines, performed marketing and promotions for major corporations and recording artists and he is on the advisory board of several industry organizations. This year Ross introduced his non profit organization LOMARI (Leaders of the Music and Recording Industry) to help teach young minority students how to market and manage their music and products.
