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For decades, Sonja Norwood has been a powerful yet often underestimated force behind some of the most recognizable names in Black entertainment — including her children, R&B singer Brandy and entrepreneur-artist Ray J.
“I don’t like the word ‘momager,’” Norwood said candidly. “It’s a code word — a warning to executives that a mother is managing her child, so it’s going to be difficult. It’s dismissive, and it underestimates the knowledge and commitment we bring to the table.”
Norwood, who began her career far outside the glitz of Hollywood — working for H&R Block and Dun & Bradstreet — didn’t set out to manage entertainers. But when her children’s talents became undeniable, she stepped in to protect their interests and guide their careers.
Brandy’s breakout roles in “Moesha” and “Cinderella,” and Ray J’s multifaceted entertainment ventures, from One on One to tech entrepreneurship, bear the fingerprints of Norwood’s early management.
“The industry can be nasty,” she said bluntly. “I didn’t know the terminology, the contracts, the games people played. But I became a student of it. I learned everything I could to keep my children safe — professionally and personally.”
That dual responsibility — as both mother and manager — came with steep emotional costs.
“It was like wearing three hats,” she explained. “Sometimes it seemed to them that I cared more about the business than being a mom, especially when they didn’t feel like working or wanted to be with friends. But I had to remind them: ‘You chose this. These are your obligations.’”
Norwood insists that staying grounded — in faith, family, and community — was key to keeping her children from losing themselves in the glare of fame.
“I never changed who I was,” she said. “I stayed that woman from McComb, Mississippi and Carson, California. I made sure they stayed rooted in their morals, their belief in God, and who we are as a family.”
That grounding included early community involvement. One pivotal moment came when Danny Bakewell, Sr., then–president and CEO and now board chairman of the Brotherhood Crusade, invited a young Brandy to perform at the Black Family Reunion.
“That changed everything,” Norwood recalled. “She sang on the main stage, and from there we started getting real interest from producers and record labels. If it weren’t for that, we might not have entered the industry when we did.”
Norwood will soon debut a regular, yet-to-be-titled column in the Los Angeles Sentinel — another impactful venture led by Bakewell, Sr., the paper’s executive publisher.
Drawing from decades of experience navigating the entertainment industry as a mother, manager, and mentor, the column will offer guidance, lessons, and real-life reflections aimed at empowering parents, especially women.
Even with that momentum, Norwood was often met with skepticism and resistance — particularly as a Black woman commanding power in negotiations.
“I was labeled ‘difficult,’” she said, “but that was just because I knew how to read a contract and wouldn’t let people take advantage of us. If a man does that, he’s respected. But a woman — especially a mother — gets labeled.”
Today, Norwood has largely stepped away from day-to-day management. Instead, she plays an advisory role, especially in the ventures of Ray J and her 23-year-old granddaughter, who is also pursuing an entertainment career.
And now, she’s creating her own space — launching a podcast and developing an educational course for aspiring parent managers.
The podcast, titled “Beans Everyday,” is deeply personal — and deeply symbolic.
“Before I let someone mistreat me or my kids, I’ll eat beans every day,” she said with conviction. “It’s about knowing your worth. I don’t need luxury or validation if it means compromising who I am.”
Asked what advice she’d give to other parent managers, Norwood emphasized preparation, humility, and unwavering love.
“You have to know who you are before you step into the room. If not, you’ll get eaten alive,” she said. “And you’ve got to learn to separate being a parent from being a manager. That’s hard. But at the end of the day, you’re still their mother. That never changes.”
Norwood also made a point to uplift the role of her husband, Willie Norwood Sr., in their children’s development. A vocal coach and producer, he trained both Brandy and Ray J vocally and remained a constant presence throughout their careers.
“I didn’t do this alone,” she said. “He’s always been there, warming them up before shows, traveling with them, mentoring them.”
Despite the challenges and criticism, Norwood has no regrets — only lessons.
“I never wanted this life, but I was called into it by my children’s dreams,” she said. “And once I was in it, I made sure I knew how to play the game — and to play it well. Not for fame, but for protection. For legacy.”
And for love — the kind only a mother can give.
How Sonja Norwood Managed Brandy and Ray J’s Rise to Fame Expectations
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