ABOUT

DeRone "2Cent" Payne is a multi-hyphenate creative force—music artist, executive producer, brand strategist, and respected voice in the culture. With over a decade of experience in branding, audio production, and leadership, he operates two companies—2Cent Productions and Payne Branding Company—serving clients across government, music, entertainment, media, and more.

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As an independent music artist, DeRone’s work blends Southern lyricism, real-life perspective, and intentional artistry. His breakout single, “Vibe Steppin’,” featuring platinum-selling artist Cupid and Memphis legend Kia Shine, is both a line dance anthem and a cultural moment. His music and influence have led to standout performances like the Memphis Grizzlies halftime show, along with appearances on BET’s 106 & Park, The 85 South Show, Off The Porch, and more.

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On the technical side, DeRone has provided sound mixing and sound design work for major brands including Beats by Dre, Nike, Coca-Cola, Microsoft, L'Oréal, and Essence Festival, helping bring culture-driven campaigns to life through sonic storytelling.

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A respected producer in hip-hop and southern music culture, DeRone has produced records for Jelly Roll, NLE Choppa, Duke Deuce, Project Pat, Al Kapone, and others—further cementing his versatility and influence in the industry.

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He is also signed as a producer and songwriter to Raedio, the music label and audio company founded by Issa Rae, where he actively works in sync licensing, placing his music in TV, film, and advertising.

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Beyond the music, DeRone is the co-founder and co-host of the Immediately Kinfolk Podcast, alongside Memphis rapper and actor Kia Shine. The show bridges culture, entrepreneurship, and authenticity, featuring interviews with heavyweights like Penny Hardaway, NLE Choppa, Karlous Miller, Big Boogie, Crystal Renee Hayslett, Elise Neal, Glorilla, and more.

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With a background in Senior Management, DeRone brings strategy and structure to every venture. He is also a proud member of Alpha Phi Alpha Fraternity, Inc., and a firm believer in the power of education. He is currently pursuing an MBA with a concentration in Music Business through a joint program between Southern New Hampshire University and Berklee College of Music to further empower his work in the creative industry and beyond.

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DeRone also gives back to his community through youth outreach—donating ties to schools to promote professionalism, confidence, and leadership among young men.