Beleshia McCulley, known in the music world as Lyrical, has turned personal pain into a powerful purpose. From being adopted from The Cradle Society orphanage to launching one of Chicago’s most respected management companies, Lyrical Eyes Management, she has carved her own lane as an artist, author, motivational speaker, and executive. Her journey includes managing breakout stars like Lil Durk and Tink, founding her own record label in honor of her late brother, and mentoring the next generation of talent both in her own household and across the globe. Through it all, she remains committed to using her voice and platform to inspire others and create lasting impact.
You went from writing poetry to running your own record label — how did those early creative expressions evolve into executive moves?
Lyrical: I think early on I was always in love with words, so POETRY became natural, because my mother was a poet, my birth mother actually. Once I got into the Music business, which is just another business full of expressions and complete with words, the transition from the poetry world combined with music actually came easy for me. Honestly, I never really looked at it like that, so awesome question.
What was the journey like for you working with artists like Lil Durk, Tink, and Chief Keef, and can you tell us about what that work entailed with them?
Lyrical: The Journey with Lil Durk, Tink, and working with Keef sometimes was definitely an experience, all good ones and funny ones at that. As for Durk, I was his manager. As for Tink, I was her manager, and for Chief Keef I was a person that his A&R at the time from Interscope would actually call to get me to meet up with them when they needed to go get him out of his grandmother’s house because he was young, hard headed and honestly took nothing seriously at that time. He was just really having fun. The day-to-day for Durk and Tink was just making sure that their business was in order, making plays, having tough conversations, moving them around, and traveling, mostly with consistent label meetings in person and over the phone.
Your label, Three Twenty Three Music Group, honors your late brother. How does his memory continue to drive what you do?
Lyrical: Three Twenty Three Music Group Inc. was definitely started with my brother in mind. His name was Tim, actually Timothy, and one day we were just sitting at the table talking (my kids), and my daughter helped come up with the name. We wanted to remember him because he was also a lover of music, and 323 actually symbolizes his birthday, which is March 23. Tim was 23 when he passed, so I wanted to honor him in the best way possible. I’ve been successful with 323 Music Group since its inception, and 323 has been all over the world. His number is always somewhere coming up, whether it’s on a clock, a sign, a date, a tattoo on my body and my children’s; he is never not seen every day. My son plays basketball, and his number is always 3 or 23. My daughter took on the name Bankz in music as Ashlee Bankz . People used to call him Lloyd Banks because they actually look alike, so she took that last name symbolizing him, and it’s crazy because my son was just on Hot 97. He was in an article with Lloyd Banks, and it’s like my brother just always gives us signs that he is proud and still around. I don’t believe in coincidences. My son’s artist name is 3 lit Mari as well, so whatever we can do to honor him, we will do it. Three Twenty Three is very special and has anointing on it and a layer of protection bigger than music.
You’ve been on Revolt Summit’s ‘Office Hours’ twice with the highest demand — what do you think draws people to your energy?
Lyrical: I’ve actually been there four times, and I am told that I always have the longest line with people wanting to meet me, and it’s probably because of just my resume. Many clients I have worked with are very popular; they are amazing artists, and their music is amazing. I always get approached about how they can do what they have done, and I can listen to their music to see if they are on the right path. Additionally, I get asked what the next step is in a person‘s career, or how they get started, or what needs to be done, and that’s because people have seen me with my past clients or current clients from the beginning. So I get a variety of questions all the time.. During the last office hours, people were really inquiring about me as a person and a woman entrepreneur. I’m a mom, so at the end of the day. I’m a nurturer to many. My kids are my everything, so I also got questions about sports, etc. When you meet me, you meet my energy, and at that particular time, you can feel my spirit. I definitely am a woman of God, and He comes through me, so when people converse with me, it’s just like a big ol’ hug.
What’s one misconception people still have about artist management that you wish you could correct?
Lyrical: One thing about management that people get confused about is that a manager is NOT your investor. A manager does not put money up for anything that is going on with the artist’s career; a manager can help you find investors, depending on the type of artist you are, or even if you have decent music to invest in. Another misconception is that a manager actually works for you; a manager works with you, and if you do not change the narrative of working for somebody to working WITH someone, then people will think that you are actually an employee when, quite honestly, you are helping with the brand of that person. The manager should also have their own brand. Managers sometimes forget about themselves in the process of working with clients, and you need to remember yourself so you don’t get lost in this unappreciative business. Always change the narrative.
I would love to learn more about your journey as an author. Please tell us about your first two books, and if you can, please give us a sneak peek of what your third book will explore.
Lyrical: So my journey to becoming an author came when my brother passed away. I went on disability at my corporate America job, which was with ATT, and I was so grief-stricken, due to his passing, because I could not comprehend that my lil brother was gone forever. I have been writing poetry since I was young. I had poetry from when I was 16, channeling different words because I had gotten pregnant, so I just used to write. So the day I went out on disability, I went home, and I was so heartbroken, I noticed a box that was by my bed that I would just fill with little pieces of paper that I would write poems on. I was doing spoken word at this time, in my leisure time, and at this particular time, I just needed to do something. I gathered all of my poetry that was in that box and realized that I had like 465 pieces of POETRY. At that particular moment, I decided to put them in a book no matter what it looked like, no matter what it felt like, no matter what I was saying. I reached out to some of my poetry collaborators, and I asked them to feature on a couple of pieces. The book actually ended up doing amazing. The book is called Relationshhhh VS Relationships. I sold out every time I ordered more and even sold all of my proofs. I channeled my pain the best way I knew how.
My Industry book “Don’t Change” was just a book of advice to artists on what the journey could look like for them, and what it will look like for them if they started changing and switching up because of the money and promises they may be pressured with. I was just going through things in the industry as we all do, and I just felt like I wanted to help people as much as I could. So I spoke about some experiences, and even in that book, I still had snippets from people you might know, giving their own analogies of what Don’t Change meant to them. That book, looking back at it, really helped me as well. I need to order another one. LOL
In terms of a third book, I really don’t know. I haven’t had the time to even think about writing another book. There are so many things that I could help people with, from giving advice on this love/hate relationship with management, dealing with grief, being a single mother, the ups and downs of the industry, but mentally, it’s just a lot. I have not even thought about it. I guess when God starts nudging me, that is when it will come out. I’m sure it’s coming! Both books are on Amazon.
What’s your personal mantra or affirmation you live by?
Lyrical: Peace Be Still.
You’ve worked with both your son and daughter, what can you tell us about that?
Lyrical: Both of them are different but one in the same. As a mother, I want the best for them, but as a manager, I demand respect and hard work with no slacking. I never really managed Ashlee because she wanted to be in charge of her entire career. Camari wanted me to manage him, and so far it has worked out well. Both are amazing artists and surprise me daily with their talents. Music has taken them global literally.
What’s your secret sauce when it comes to identifying raw talent?
Lyrical: I get asked this all the time due to my building stars and knowing what they look like. They really are a needle in a haystack. I just know. It’s the demeanor, the vocals, the attentiveness, the way they look, how they talk, how shy they are, and a host of other things. It takes a special person to know a special person, and that’s all I can say on that.
What do you wish more women in music would know or do to protect themselves in this industry?
Lyrical: Ummm, I want to say more than anything to hold your own because you are going to get tried in the dirtiest way. Suppose it is not manipulation, sexual stimulation, procrastination, or just being lied on, as well as talked about most negatively. In that case, something is going to try you demonically for sure. Understand that this business is nothing but a strategic game, and you have to have your key players around you at all times. It takes time to build a fantastic team, so keep that in mind as well. This is chess, not checkers, for real. Know your business and know your worth, be protected by an Entertainment Attorney that doesn’t just look at you like you are money, but that really cares about you, because attorneys in this business can also be very dirty. Know that what is for you is for you, and as long as you stay obedient to God and push his purpose once you figure out how, you will be alright. It’s a mental battle sometimes, but you’re stronger than that mountain, just gotta figure out how to move it.
How do you define power as a woman in the music industry?
Lyrical: When you realize what your worth is and to demand it…..at that point you have reached power.
What are you working on as of late?
Lyrical: Right now, as always, I have some amazing clients who are really making a name for themselves globally. We’re walking into the 3rd and 4th quarter, so it’s critical to get everything together for January. Just fulfilling my brand and keeping my eye on things a little closer this go round. Interally I’m working on my peace and getting my rest when I can.
Keep up to date on social media:
Instagram and TikTok
@Lyricalsheart
@323musicgroup
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