The White Russell Simmons? Steve Lobel on Life Lessons, Loss & Hip-Hop

Few people have been in the rooms that Steve Lobel has. From managing legends like Run-DMC, Nipsey Hussle, Fat Joe, Bone Thugs-N-Harmony, and Scott Storch, Steve has spent decades shaping the culture. In this candid and emotional interview, he sits down with his “nephew” Joseph "JoJo" Simmons on the For Good podcast to reflect on his journey, sharing untold stories, personal struggles, and the hard lessons that come with life in the industry.

As a longtime friend of the Simmons family - often called “the White Russell Simmons” - Steve has been connected to hip-hop royalty for years. But despite his success, he’s experienced devastating losses, both personally and professionally. In this episode, he gets real about the sacrifices no one talks about, the mental and emotional toll of the business, and how he’s managed to stay consistent without selling his soul. He also explains why he diversified into cannabis and tells the wild story of how Berner almost turned down the Cookies empire.

JoJo & Steve break down:
How mentorship can get you ready to answer when opportunity knocks.
The mental health struggles behind the music industry’s glitz and glam.
The power of pushing through the no’s and staying resilient in an unforgiving industry.

Links and Resources:
Follow Steve Lobel @weworking on Instagram
Follow @forgoodpodcast on Instagram

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Time Stamps:
00:00 Welcome to the For Good Podcast
03:08 How Run-DMC & Jam Master Jay Put Steve on Game
03:59 Deeper Than Rap: Steve’s Bond w/ Jam Master Jay
06:19 Without a Mentor You Could Get Lost
08:53 Wild Tour Stories w/ Run-DMC & Jam Master Jay
11:39 The Key to Building a Loyal Fan Base
15:37 Losing Legends: How Steve Coped With Grief
20:21 Why Nipsey Hussle’s Impact Grew After Death
20:42 Wanna Make It in Music? Do Your Research!
30:14 Respect is Everything- Not Just For Celebrities
31:13 Nipsey Never Chased Trends - He Set Them
35:59 Even Nipsey & Bieber Struggled to Get Signed
36:41 Give People Their Flowers While They’re Here
38:53 Berner Almost Said No to the Cookies Empire
43:27 Winning in the Cannabis Game
44:34 I’m Not A Bag Guy, I’m an Equity Guy
45:50 What He Thinks About JoJo’s Cannabis Advocacy
49:24 Music Industry Mental Health Struggles
50:13 The Stigma: Treatment in Black & Brown Communities
51:03 The Real Story Behind The Heavenly Center (THC)
01:01:00 The Reality of Addiction
01:05:00 Steve’s Biggest Regret? Not Starting a Family
01:06:00 The Mindset Shift You Need To Win
01:10:00 Why Social Media Ain’t Real Connection
01:15:00 Why Steve Came on the For Good Podcast