Welcome to “Small Town 2 Big Dreams: Making the Leap”, a new on-going series of articles we’re starting in The Grambling Connection where we interview people who grew up in small towns and went on to achieve huge success—turning their dreams into reality. We created this series to inspire others who may be living in small towns (or anywhere) that may have big dreams and may not believe they can make them happen. These individuals are here to show what’s possible.
Our first interview is with Mr. Walter Jones, who hails from Winnsboro, Louisiana.
Walter Jones is a former firefighter and fire marshal for the City of Monroe who became a Sports Agent, and signed some of the biggest names in the NFL—including Dallas Cowboys quarterback Dak Prescott—and has since forged his way into the entertainment world as a movie and TV producer.
Today, you’ll find him producing content for one of the biggest names in Hollywood: Viola Davis. Ms. Davis is the first Black actress to win the triple crown of acting—an Academy Award, an Emmy, and a Tony—as well as a Grammy for the audiobook of her memoir Finding Me.
In 2023, Walter’s business partner of six years, Lavaille Lavette, who co-wrote Finding Me with Ms. Davis, joined Davis and her husband Julius Tennon to found JVL Media—a full-service production company dedicated to producing exceptional films, books-to-film adaptations, and television shows. JVL Media aims to inspire, enlighten, and entertain audiences worldwide. Walter now serves as a producer at JVL Media and as Senior Vice President of Development for Film, Television, and Streaming.
We caught up with Walter recently when he was in town and had a chance to ask him a few questions about his journey from firefighter to Film Producer.
GC: I’m really excited to talk to you—not just because of my background in film and television, but because you truly exemplify the kind of person we had in mind when we created this series. You came from a small town, and now you’re out in the world doing big things. Your journey is filled with lessons for others still in small towns wondering if they have what it takes to make it. So, welcome.
Walter: Thank you.
GC: So, let’s jump right in. How did you make that first leap—from firefighter to sports agent?
Walter: Ironically, it started with a knock on my door—or more accurately, a ring of the doorbell. Sometimes big things happen by chance, but you’ve got to be ready to turn that chance into opportunity.
A good friend of mine, Ricky Green—aka “Mean Green”—was a local DJ who went on to work in Shreveport and then Houston. He played a big part in Master P’s early music career. Around 1998 or 1999, Master P decided to start a sports agency, and they were about to sign Ricky Williams, the Heisman Trophy winner out of Texas.
So, Ricky came back to Monroe, rang my doorbell, and told me about everything they were doing. He asked, “Do you want to help me sign some players?” I had no idea what a sports agent even did at the time, but I said sure.
GC: You had no background in it at all?
Walter: None whatsoever. But I did have the gift of gab. I knew how to talk to people, and Ricky knew that. He figured I’d be good at convincing players to sign with us. So I went to Houston, met the team, and started working with them—still working full-time as a firefighter, by the way.
The great thing about the fire department is we had plenty of vacation days. I’d take time off Thursday through Sunday to recruit players, then return to the station Monday or Tuesday. That’s how I got started.
GC: So, you basically built your career on your off days?
Walter: Exactly. I’d research players—some from the University of Louisiana Monroe, which was called NLU back then—and talk to guys from places like Bastrop or other small towns around. My first recruit is still one of my best friends today. That initial opportunity opened the door to meeting a lot of influential people, and I always made sure to build relationships. I had a shoebox full of business cards from people my players met. I told them: “Your playing days will end, but those connections could lead to your next opportunity.”
Entering the Entertainment World
GC: How did you meet your business partner, Lavaille Lavette?
Walter: After working with Master P, I joined Marshall Broder Sports in Los Angeles for 12 years. During that time, both my parents became ill and passed away. I stepped away for about a year to focus on my mental health and family. I missed the work, but I didn’t want to do the L.A. grind anymore.
I was about to retire from the fire department and started working with a local agent. That’s when I signed Dak Prescott while he was at Mississippi State. Lavaille wanted to write a book about Dak, so she googled the agency and reached out.
We met, and although Dak wasn’t ready for a book at that time, she and I kept in touch.
Later, I told her I was leaving the agency. She asked, “What’s next?” I told her I wanted to start a sports marketing company. She said, “Let’s do it now.” We brainstormed for an hour, and before the call ended, we had a company: One Haven Sports Marketing and Branding. And we’ve been working together ever since.
GC: That one meeting changed your entire trajectory.
Walter: Absolutely. One meeting can change your life. You just have to be prepared when the moment comes.
Partnering with Viola Davis
GC: So, I read where Lavaille helped co-write Voila Davis’ book which is how you guys became partners with her. How did Lavaille end up writing with her?
Walter: Lavaille is one of the very few—if not the only—Black woman with an imprint at the two largest publishing companies in the world. She’s a bestselling author and highly respected. When Viola was looking for someone to help with her memoir, Lavaille’s name came up.
They met, connected immediately, and Lavaille co-wrote Finding Me. Then she suggested Viola do an audiobook version—and they ended up winning a Grammy for it. Their bond grew from there, and Lavaille suggested that Viola start her own media company so she could create her own content. Viola agreed.
Lavaille and I started looking for funding. She connected with a Nigerian bank president. We were in New York for a literacy event honoring Viola, and she said, “Let’s call our guy in Africa.” He invited us to the Bahamas. He sent his plane from Cairo, and we closed the deal there. That’s how JVL Media was born.
What’s Next at JVL Media
GC: Can you share what kinds of projects you guys are working on now?
Walter: Right now, our first project under JVL Media is a documentary about the bank president who helped fund us. After that, we’ve got a slate of eight or nine films—some fully scripted, some still in development. Some will be produced internationally, some here in the U.S.
GC: Will they be movies for the theater or streaming?
Walter: Most of the projects will be theatrical releases, though some may stream, especially the documentaries.
Advice for Dreamers in Small Towns
GC: So finally, what would you say to someone still living in a small town with big dreams, but who’s afraid to chase them?
Walter: I’d say: don’t let your zip code limit your dreams. Where you’re from is just your starting point—it’s not your whole story. Opportunity doesn’t always knock loudly. Sometimes it whispers. Be ready. Stay prepared. Plan properly. Sacrifice where you need to. And when your moment comes, take it—and turn it into ten more.
GC: Great advice. Thank you so much, Walter. for sitting down with us and for the kernels of wisdom you’ve given us today.
Walter: You’re so welcome. Thank you for having me.
