Juanita Stephens, Industry Publicity Veteran, Dies After Lengthy Illness

Juanita Stephens, a barrier-breaking music industry veteran who helmed media and artist relations departments at major labels such as Warner Bros., MCA and Polygram, died March 1 in Atlanta after a lengthy battle with cancer.

Stephens’ industry background also includes a tenure with Bad Boy Worldwide. After that, the well-respected executive launched her own media and publicity firm, JS Media Relations, with bases in New York and Atlanta. Under that banner, she helped oversee the solo career of Grammy-winning artist Bobby Brown.

“Juanita Stephens was a true trailblazer — one of the first Black female executives to shatter barriers in the music industry,” veteran entertainment attorney and longtime friend Rev. Dr. Denise J. Brown tells Billboard.

Founder of the faith-based entertainment content incubator Oikeo Ministries, Brown (no relation to the singer) also remembers Stephens as “a consummate professional and relentless perfectionist. She never accepted ‘no’ as an answer, fiercely championing every artist and project she believed in. Her impact was profound, her presence commanding and her legacy unshakable. The industry has lost a pioneer, and she will be deeply missed.”

Stephens was born in New York’s Spanish Harlem, moving with her family to Queens as a young child. Her initial entry into the music business occurred in 1987 when she joined MCA Records as assistant to the vp of publicity, longtime friend Katie Valk. With no prior record company experience, Stephens learned the ropes by helping to organize national and international campaigns for a roster of pop, heavy metal and country artists that included superstars such as Elton John, Dolly Parton and The Kinks.

Later tapped as director of publicity by the heads of MCA’s Black music division, Jheryl Busby and Louil Silas, Stephens oversaw campaigns for Bobby Womack, Patti LaBelle, New Edition, Jody Watley and The Jets, among others. From there, Stephens became the first Black female vp of publicity and artist development appointed at MCA, working with Bobby Brown along with a multi-genre roster that included hip-hop, alternative, jazz, gospel and reggae acts.

In a comment sent to Billboard, Bobby Brown notes, “Juanita was a beautiful and gifted sister. We had decades of memories, and I could always count on her wisdom and kindness. I love you, Juanita. You will be deeply missed.”

After MCA, Stephens segued to similar senior executive-level posts with Polygram in 1992, Warner Bros. Records (now Warner Records) in 1995 and then Bad Boy Worldwide in 1998. She exited the in-house label publicity circuit to establish JS Media Relations in 2000; its clients included Charlie Wilson and Tito Jackson.

Through JS Media Relations, Stephens handled publicity for tours featuring LaBelle and Stephanie Mills in addition to Brown and Wilson. Among the various media events with which JS Media Relations collaborated were the BET Awards, American Music Awards, Trumpet Awards, VH1 Music Awards and the Otis Redding 70th Birthday Tribute.