About Us

GuGu E. Michaels, New Era Pictures President, Co-founder

GuGu E. Michaels is an accomplished filmmaker who has worked as a director and producer on a number of commercial and independent projects including the feature films “Thugz,”“Repentance” and “Dangerous County.” He has also helmed a number of campaigned for retailers like Cadillac, Lamborghini and Porche. Prior to co-founding New Era Pictures, Michaels served as president of Dallas based Redrumm Records and worked with such artists as hip hop giants UGK

Jerome Sheffield , New Era Pictures Chief Operating Officer, Co-founder

Jerome Sheffield has been involved in the media broadcast business for over 15 years. He got his start serving as a news anchor in college for KPVU, the campus radio station. After graduation from Prairie View A&M where he majored in Mass Communications, he went to work for the Dallas Public School System as a videographer/producer for the district’s media department. Sheffield began producing feature films in 2000, projects include “Playing for the Kitty” and “Thugz”, both of which received distribution deals from Los Angeles based York Entertainment. He also produced the drama “A Song for Mama” for Maverick Entertainment. He has also produced a number of television programs including “Nate Newton Sports Arena” for the WB Network, “The Tom Bailey Sports Journal,” “Reel Critics,” “The Millionaire Sportsman” and “Street’s World” with nationally known radio personality Greg Street.

Percy Bryant III Promotion & Marketing Director

Percy Bryant has been in promotions for over 16yrs. He got his start planning events while attending Prairie ViewA&M Univ. where he majored in Mass Communications. Percy has been involved in the promotions/marketing of numerous events, including concerts such as the legendary Ronald Isley, Texas International Hair Symposium, Dallas Black Expo, and many hip hop giants. He has also played a major role in breaking national and regional artists through promotional campaigns in the southwest region.Last year he merged Swurve Promotions with New Era to exclusively promote and market all New Era Pictures releases including "Thugz","Repentance" and all future theater , dvd, and soundtrack projects.