Part of our Nashville’s Not Just Country 2025 Series in partnership with Pinnacle Financial Partners
Janiro Hawkins
Co-Founder, Southern Entertainment Awards
His Story
Originally from Flint, Michigan, Janiro Hawkins moved to Tennessee in 1990, finishing his senior year at McGavock High School before heading on to college. From an early age, music was his passion. That love led him to Atlanta, where he pursued opportunities in the industry, working street promotions for record labels and concert promoters, and learning the business from the ground up.
When Janiro returned to Nashville, his best friend Jesse Johnson, known as DJ Infamous, owned a record store called Platinum Bound Records on Jefferson Street. Situated between Fisk University, Meharry Medical College, and Tennessee State University, the store became a hub for independent artists and DJs who sold their mixtapes on consignment.
What Janiro and Jesse noticed was the lack of recognition for this growing community. “There was really no form of awards or acknowledgement for them at that time,” Janiro recalls. “So we decided to start an award ceremony to honor, recognize, and bring people together. That’s how the Southern Entertainment Awards were created.”
Giving Artists a Push Forward
For more than two decades, the Southern Entertainment Awards (SEAs) have provided an early platform for rising talent. Janiro sees their role as more than symbolic; it’s a push that can change the trajectory of a career.
“We give people something to aspire to achieve and accomplish in those early stages,” he explains. “For some, it’s been the spark that kept them going. They didn’t think people were listening to their music, and that little bit of acknowledgement let them know they were being heard. That’s powerful.”
Over the years, the SEAs have played a part in helping countless artists stay motivated and visible in the early stages of their journey.
At its heart, the SEAs are about more than trophies; they’re about building community. For Janiro, that means creating a safe space where artists and industry players can come together, celebrate one another, and leave egos at the door. “If you need seed, or if you need to grow, that’s what we provide—a nurturing environment,” he says.
Beyond the SEAs
While the SEAs remain a cornerstone of his work, Janiro also serves as a music supervisor for Onyx Theory Arts, an independent film company. There, he sources and secures music for sync placements, marrying his love of film and music while helping independent artists find new audiences. “Even if you’re not nominated or don’t win an SEA, that doesn’t mean I can’t provide assistance,” he says. “It’s just another platform to help independents out.”
Outside of his professional endeavors, Janiro still DJs around the city, enjoying the chance to express himself and connect with people through music. He’s also a fan of Nashville’s speakeasies, rooftops, and cocktail lounges, with favorites like The Patterson House and The Fox for their dim lights, whiskey menus, and intimate atmospheres. Live entertainment, whether a concert or sporting event, is another way he unwinds.
Carrying the Vision Forward
From street promotions in Atlanta to founding one of the South’s most influential entertainment award shows, Janiro Hawkins has built his career on giving others a stage. Through the Southern Entertainment Awards and his work in film, he continues to amplify voices that might otherwise go unheard, serving as a reminder to artists that they are seen, valued, and capable of going further than they imagined.
Story Credits:
Written by: Jada Thompson
Photography: LeXander Bryant
Looks + Styling: Imogene + Willie
Continue experiencing what Nashville has to offer by opening a new Spotlight Banking Account and enter to win a Nashville WOW weekend, including tickets to a Titans game and concert at “The Pinnacle”
