In the ever-evolving world of gaming and entertainment, the path to success can take unexpected twists and turns. In this captivating journey, we delve into the remarkable story of Justin Williams, a former gaming talent (you may know him as the legend called Bush
) turned full-time agent at Dulcedo. His transformation from a passionate streamer to a behind-the-scenes industry powerhouse is a testament to the fusion of dedication, destiny, and the unwavering pursuit of one's dreams. Join us as we uncover the pivotal moments, challenges, and triumphs that have defined Justin's extraordinary career transition and explore how his unique journey has not only shaped his role but also ignited his passion for the gaming and streaming world.
Can you tell us about your journey from being a gaming talent to becoming a full-time agent at Dulcedo? What inspired this transition?
In April 2020, my journey into the world of content creation began, much like countless others during that time. Fate had it that I'd cross paths with a young and ambitious law student from Villanova, Alex Melendez. Our introduction was by chance, occurring through a podcast project I had embarked on with Alex's brother, whom I had met the same year. Within the framework of the podcast's brand, my mission was to establish a branch dedicated to live-streaming video games and content creation. With the world cocooned in their homes, hungry for entertainment, I sensed the industry's impending explosion. Thus, I committed to going live on Twitch five days a week, relentlessly pursuing my passion. Gradually, I witnessed the growth and achieved the status of a Twitch Affiliate. It was at this point that Alex approached me with an intriguing proposal. He expressed his desire to step into the realm of gaming and entertainment as an agent, and he saw potential in managing my growing content career. Another year rolled by, and as destiny would have it, Alex successfully graduated from Law School, joining the ranks of agents at Dulcedo. Meanwhile, I developed a newfound passion for executing campaigns and nurturing relationships within the industry. It was during one of our late-night conversations, shortly after sealing our second or third brand deal, that I made a heartfelt statement to Alex. "No matter where you find yourself working, or for whom," I told him, "if an opportunity ever comes up for us to work together, I’ll be ready for your call." Fast forward to 2023, and Alex has transformed into an industry force. He had curated an impressive roster of talents and orchestrated a wide array of lucrative brand deals for his talents. His dedication and strategic prowess earned him the titles of Team Manager and Senior Agent within Dulcedo. Then came the phone call that I had only dreamed of receiving. My phone rang, and on the other end of the line was Alex. He extended an offer that held the possibility of a new adventure—a position at Dulcedo as an Agent in the Gaming and Entertainment industry. In that pivotal moment, as I accepted this opportunity, I knew that the chapters ahead were destined to be thrilling and fulfilling. My journey, which had begun as a solo quest, was now intertwined with Alex’s path, promising a shared adventure filled with countless memories, opportunities, and success.
Many people dream of turning their passion into a career. How did your passion for gaming influence your decision to intern at Dulcedo and eventually pursue a career in talent representation?
I am undeniably fortunate, though that statement barely captures the depth of my gratitude. From my earliest days, I've been immersed in the world of video games, and my commitment to nurturing meaningful relationships has been a defining trait. It's almost as if these two passions were destined to come together, leading me down a career path with Dulcedo that now feels predestined. Each day, I have the privilege of collaborating with extraordinary influencers, alongside a remarkable team that I'm proud to call not just colleagues but dear friends. This strategic alignment of personal and professional relationships stands as one of the most cherished things in my life. I'm genuinely passionate about what I do because it feels like second nature to me.
Were there any specific experiences or moments as a streamer that made you realize you wanted to work on the other side of the industry?
Recognizing that brands were eager to collaborate with a super micro influencer like myself, I had a realization. If I could harness this potential to bring aboard both prominent and emerging talents, I could be the catalyst for transforming their lives by connecting them with the right opportunities. While I devoted myself to streaming and content creation for several years, I sensed that my true calling lay on the other side of the equation, where my skills and insights could be harnessed to their fullest extent.
What skills and insights from being a content creator do you feel have been most valuable in your role as an agent?
Personability, unwavering dedication, forging meaningful relationships, and, most notably, having walked the path of a live streamer and content creator. This understanding of the intricacies involved in crafting videos and orchestrating campaigns, from inception to fruition, immediately establishes a foundation of trust.
What role did Dulcedo play in helping you make this career transition? Can you highlight any specific opportunities or mentorship that contributed to your success?
My teammates, Alex and Karim Rekik (Partner and Director of Dulcedo Gaming), played an instrumental role in facilitating a seamless career transition for me. The support I received from our dedicated People & Culture team at the company was equally commendable. They patiently addressed any questions I had and invested countless hours in training me to discern the optimal solutions for our talents. Working alongside Alex on a daily basis during my training proved to be an invaluable experience. I not only acquired invaluable knowledge but also gained hands-on experience, allowing me to independently sign talent and actively pursue lucrative deals. This wasn't about mere busy work; it was about embodying the essence of what I aspired to be—an exceptional agent committed to achieving the best possible outcomes for our talents.
As an agent, you now work closely with other gaming talents. How do you leverage your own experience as a former talent to better understand and support your talents?
Having walked the path of a content creator and live streamer, I possess the expertise to tackle even the most intricate questions they might pose. Whether it pertains to resolving a computer issue or navigating the intricacies of platforms like Twitch, YouTube, or Instagram, I use my personal journey to offer the kind of top-tier service that aligns seamlessly with Dulcedo's commitment to excellence.
What do you enjoy most about your current role as a talent agent?
Engaging in daily conversations with my talents is one of the best parts of my role. The ability to connect with them for a casual chat remains one of the most effective means of nurturing our ever-evolving relationships. Yet, holding a signed contract in my hand, signifying a successful brand deal for one of my talents, comes as a close second in terms of career gratification.
Can you share a memorable success story or a project you've worked on as an agent that particularly resonates with your passion for gaming/streaming?
The two most exhilarating opportunities I've had the privilege to work on thus far revolve around my influencers, Rocky and Falcon. With Rocky, Alex and I orchestrated a monumental deal, securing a partnership with none other than Google. The moment I held the contract in my hands, I was just as awe-inspired as Rocky himself. It was an awesome moment—one of the most prominent companies globally, the largest single deal Rocky had ever inked, and the largest single deal I had ever helped broker for a talent. And all of this unfolded within my first two months at Dulcedo, a remarkable start to my journey. The Falcon deal, on the other hand, tugged at my heartstrings in a different way. Collaborating with Rockstar Energy and Xbox to partake in a Starfield release event in the vibrant city of Los Angeles struck a personal chord with me. Having grown up immersed in the world of Xbox, landing a deal of this magnitude with one of my talents was not only thrilling but also sentimental!
What advice would you give to others who are considering a career transition, especially those looking to turn their passion into a profession like you did?
This marked a significant turning point in my career journey—the first time I dared to “take a leap.” I can tell you from firsthand experience that it was a scary decision. To leave a steady-paying position in a role where I loved my coworkers and had a job I didn't really mind. However, the unwavering support of my wife and family served as a powerful catalyst in my transition. While I possessed an intimate understanding of the industry, there still lingered an uncertainty surrounding my ability to excel in my new role. Yet, for the very first time in my professional life, I found myself navigating a career path that felt incredibly in synch with my aspirations. After just one week on the job, I confided in Alex, saying, "I couldn't imagine a career that I wanted to have on my personal phone more than this one." The saying "Do what you love, and it will never feel like work" doesn't even begin to capture the sheer joy I have from my day-to-day work in this role. Dulcedo never mandates working on weekends, late into the night, or through holidays, they'll be the first to assure you of that. However, when your work feels less like a task and more like a passion, it becomes almost impossible to set aside my phone and laptop when engaging with clients and influencers. I genuinely adore what I do, and I am immensely grateful for the opportunity granted to me—a chance to prove myself in a career that feels tailor-made for my aspirations.