What begins as a boy’s first haircut becomes a meditation on fatherhood, identity, and the unspoken lessons passed between generations. FADE, produced by Emory “Vegas” Jones and directed by Eric “Ptah” Herbert, captures the cultural significance of the barbershop as a space for mentorship, storytelling, and manhood. With clips from the film woven throughout, this conversation explores how authentic storytelling rooted in Black culture scales from personal truth to universal resonance, and what becomes possible when brands like Puma invest in creative vision rather than visibility alone.
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Emory “Vegas” Jones
Founder, Bet On Yourself
Emory “Vegas” Jones is a cultural leader blending fashion, sports, music, and lifestyle through authenticity and purpose. As a strategic creative driving influential collaborations across global brands and culture, he champions fearless ambition, creative leadership, and the philosophy to always bet on yourself.
Eric “Ptah” Herbert
Director, ArtruGroup
Eric "Ptah" Herbert is an award-winning filmmaker, collaborating with Puma, Netflix, Crocs, Apple, Eleve Health; artists like Snoop Dogg, A$AP Ferg, Guy Torry, Kxng Crooked and Destin “Dutch” Soul. Projects include: TRAIN: The Dick “Night Train” Lane Story, MANCHILD: The Schea Cotton Story, and FAME: The Biz Markie, Dj Cool V and T.J. Swan biopic.
Chief Johnson
Lead of Global Entertainment PUMA
Chief Johnson is a marketing and branding expert and Billboard Top 100 Hip-Hop Power Player. Curent Lead of global entertainment an executive and streetwear pioneer, he’s collaborated with Nipsey Hussle, Meek Mill, Fuerza Regida, and more — helping creators unlock their potential and stay true to their vision.
Raymond Smith
Moderator (Artist Marketing, Director, Roc Nation)
Smith is a Baltimore-based creative with 10+ years in entertainment, specializing in marketing, design, strategy, and brand activations. He has worked with Roc Nation, Nike, PUMA, Amazon, and Capital One, and received honors from Revolt TV, Beats by Dre, and Apple Music. With a captivating presence and a knack for connecting with audiences, Raymond inspires and empowers listeners to unlock their creative potential and achieve excellence in today's dynamic business environment.
Carl Lamarre
Moderator (Executive Editor of R&B/Hip-Hop at Billboard)
After writing for publications including XXL, Complex, DJBooth, and HipHopDX, Carl Lamarre joined Billboard in 2017 and currently serves as Executive Editor of R&B/Hip-Hop. Since arriving at Billboard, he has become one of the most respected voices in music journalism, known for his sharp analysis, cultural insight, and in-depth interviews with artists such as Kendrick Lamar, Nas, 50 Cent, Cardi B, Travis Scott, Lil Wayne, Future, and many more. Beyond his editorial leadership, Lamarre has established himself as a sought-after host, moderator, and on-camera personality. He co-founded and hosts The Debut Live alongside Dria Baum and has led conversations for Audiomack’s Beyond the Beat and Own the Label series, the Grammy Museum’s Grammy Conversations, and Amazon Music’s Group Thread. He also co-hosted SiriusXM’s Billboard Live and serves as the host of Billboard Unfiltered. Lamarre’s commentary and expertise have been featured across major media platforms, including BBC, Good Morning America, CBS Mornings, Inside Edition, Hot 97, and numerous other national and international outlets.