HELLO JAIDEN DESHUAN, WELCOME TO ABOUT INSIDER! TO START, CAN YOU INTRODUCE YOURSELF TO OUR READERS AND SHARE YOUR JOURNEY SO FAR?
My name is Jaiden Deshuan. I’m an artist, entrepreneur, and the founder of TFWW Creative. My journey started with music and building a record label from the ground up, learning everything on my own from marketing to branding to artist development. Over time, I realized I wasn’t just passionate about music, but about helping creatives and brands grow and build something real. That’s really where my journey shifted from just being an artist to becoming a creative director and entrepreneur. Everything I’ve built so far has really been from scratch, just learning, failing, improving, and growing step by step.
WHAT INSPIRED YOU TO REBRAND TFWW RECORDS INTO TFWW CREATIVE, AND WHAT DOES THIS SHIFT MEAN FOR YOUR VISION?
Rebranding from TFWW Records to TFWW Creative was about thinking bigger than just music. I didn’t want to only be a record label, I wanted to build a creative agency that helps artists, influencers, and brands with marketing, branding, content, and development. The shift means TFWW is now a full creative agency instead of just a label. The vision is to build a platform and company that helps creatives grow, not just release music, but build careers, brands, and businesses.
REBRANDING OFTEN COMES WITH CHALLENGES. WHAT WERE SOME KEY HURDLES YOU FACED DURING THIS TRANSITION, BOTH IN BUSINESS AND PERSONALLY?
One of the biggest challenges was doing everything mostly by myself and figuring things out as I went. Rebranding isn’t just changing a name, it’s rebuilding the website, services, pricing, branding, and structure. Personally, it was also a challenge balancing life, work, and trying to build something at the same time. There were definitely moments where things felt slow or overwhelming, but I kept reminding myself that building something real takes time.
AFTER STEPPING AWAY FROM MUSIC FOR SIX YEARS, WHAT MOTIVATED YOUR RETURN NOW, AND WHY DOES THIS FEEL LIKE THE RIGHT TIME?
I never really stopped loving music, I just needed time to grow and figure out life and business first. Around 17, I actually decided to stop making music when I got into one of my relationships, and my focus shifted into life and personal situations instead of music. Over the last few years, I’ve gone through a lot of life changes and personal growth, and that shifted my perspective on music and creativity. Now I’m coming back with more life experience, more business knowledge, and more purpose behind what I’m doing. This feels like the right time because I’m not just making music now, I’m building a brand, a company, and a story. With my upcoming EP, First Born, I’m bringing some hype anthems that really set the tone for this new chapter. The EP is slated to drop this summer, with singles expected before then. The first one will be released in April.
HOW HAS YOUR MINDSET TOWARD MUSIC, BUSINESS, AND CREATIVITY CHANGED COMPARED TO WHEN YOU FIRST STARTED?
When I first started, I was mostly focused on just releasing music and trying to get plays. Now I think much bigger. I think about branding, marketing, ownership, building platforms, and long-term success. I’ve learned that talent is important, but branding, consistency, and business knowledge are just as important. My mindset now is more about building something that lasts instead of just chasing quick success.
TELL US ABOUT YOUR PODCAST. WHAT KIND OF CONVERSATIONS AND STORIES DO YOU WANT TO BRING TO YOUR AUDIENCE?
My podcast actually debuted on January 16th of this year, so it’s already out and growing. The podcast focuses on artists, entrepreneurs, creatives, and real-life conversations. I want it to feel real and relatable, not overly scripted. We talk about music, business, life struggles, relationships, growth, and what it really takes to build something from nothing. I want people to hear real stories and feel motivated and understood after watching, not like they’re just watching another interview but actually learning and connecting with the conversation.
YOU’RE BALANCING BUSINESS, CONTENT CREATION, AND MUSIC. WHAT DOES A TYPICAL DAY LOOK LIKE FOR YOU RIGHT NOW?
A typical day for me is usually working on TFWW Creative, answering emails, working on marketing plans, updating the website, and talking with artists or clients. Then I’ll spend time working on music, content ideas, or planning podcast episodes. I’m also working on some other projects and things behind the scenes that I can’t fully share yet, but everything I’m doing is connected to building the brand, the business, and my career long term. A lot of my days are just building, planning, and trying to move everything forward step by step.
ENTREPRENEURSHIP CAN BE STRESSFUL AND PERSONAL LIFE CAN AFFECT BUSINESS. HOW DO RELATIONSHIPS AND PERSONAL EXPERIENCES INFLUENCE YOUR MUSIC AND YOUR WORK?
Personal experiences influence everything I create. Music especially comes from real life, real relationships, real struggles, and real growth. This time around, I actually speak a little bit more about my life and allow people into my life in ways the public hasn’t seen before. With First Born, I’m channeling those experiences into tracks that reflect both hype and personal reflection. Singles will start dropping in April, giving people a first taste before the full EP releases this summer. Life experiences shape your creativity and your mindset, and a lot of what I’m working on now is inspired by life, relationships, and becoming a different person than I was years ago.
WHAT MAKES TFWW CREATIVE DIFFERENT FROM OTHER CREATIVE OR DIGITAL MARKETING AGENCIES?
What makes TFWW Creative different is that it was built from an artist and creative perspective, not just a business perspective. I understand what artists and small brands actually need because I’ve been in that position myself. TFWW Creative focuses on development, branding, marketing, and helping people grow long term, not just quick promotion. It’s more personal and more focused on building something real with clients instead of just selling a service.
WHAT ADVICE WOULD YOU GIVE TO YOUNG ENTREPRENEURS, ARTISTS, AND CREATORS TRYING TO BUILD SOMETHING FROM NOTHING TODAY?
My advice would be to start now and don’t wait until everything is perfect. Learn marketing, branding, and business, not just your talent. Be patient because building something real takes time. And most importantly, don’t be afraid to build something from scratch. Everything I’m doing right now started as just an idea, and now it’s slowly becoming something real.
