Tony James Nelson II.restored
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| Writer, researcher, builder | |
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| Full name | Tony James Nelson II |
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| Nationality | — |
| Other names | — |
| Occupation | Writer, researcher, entrepreneur |
| Years active | — |
| Organization | — |
| Known for | Roovet, writing, technology, psychology |
| Notable work | — |
| Creative names | — |
| Genres | — |
| Location | Jacksonville, Florida |
| Website | https://roovet.com |
| Article status | Standard |
Quality level: Featured Review status: Verified Sources: Reviewed
Tony James Nelson II | |
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 Tony Nelson in 2020 | |
| Born | Tony James Nelson II April 13, 1987 East Meadow, New York, U.S. |
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| Years active | 2011–present |
| Known for | Founding Roovet; creating the Tribal: Bloody Beginnings novel and the broader Tribal universe |
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| Website | roovet.com |
Tony James Nelson II[1] (born April 13, 1987) is an American entrepreneur, website developer, investor, writer, clothing designer, and hip-hop artist. He is the founder of Roovet and is also known by the stage name Tribal Young Brown. Nelson is the creator of the Tribal: Bloody Beginnings novel and the broader Tribal dark fantasy universe, which includes books, characters, lore, and related creative works developed under the pen name Tribal Brown.[2] He is also associated with the creative brand Tribal Comics[3] and is most notably recognized as the founder of Roovet International Corporation.[4][5]
Nelson's career has included leadership in business, digital media, music, fashion, and publishing. In addition to building Roovet across multiple industries, he expanded into fiction writing through the Tribal universe, where Tribal: Bloody Beginnings serves as the foundation of a larger mythic setting centered on characters such as Thirty-Two, Rimitorry, The Dark Alpha, and Utrea.
Roovet International Corporation's scope has included ventures in the moving industry, fashion industry, car, truck, and boat rental industries, along with numerous online platforms. Born in East Meadow, New York, and raised in Amityville, New York, Nelson's entrepreneurial journey began with earlier ventures under Empire Corporations before the creation of Roovet, which became his most widely recognized company. His contributions extend beyond traditional business into music, publishing, fantasy worldbuilding, comics, and brand development.
Early life
Tony James Nelson II[6] was born in East Meadow, New York, to Tony Nelson and Sherrianne Nelson. While East Meadow marks his birthplace, Amityville, New York holds a special place as his hometown, where he spent much of his formative years. Nelson's upbringing was marked by resilience and adaptability, as he experienced life across various towns in Suffolk County on Long Island. His early years were characterized by financial struggles, leading to periods where he and his mother resided in shelters such as Help Suffolk in Bellport and New Life in Amityville.
Growing up in a tight-knit family environment, Nelson lived with his parents, his older sister, and two younger cousins. He attended multiple school districts, including Amityville, Bellport, and William Floyd in Mastic. At the age of 16, during his sophomore year, he was asked not to return to Amityville High School, prompting him to drop out.
The turbulence in his family life deepened when his parents separated at age 16. This upheaval resulted in him being expelled from his home by his mother and feeling abandoned by extended family members. At 17, Nelson's uncle Ivory invited him to move to Baltimore, Maryland. There, his uncle, a general contractor, taught him practical skills such as sheetrocking and painting. He also encouraged Nelson to seek employment and complete his GED, leading Nelson to work at McCormick in Maryland. A disagreement with his uncle later led Nelson to return to New York.
At 18, Nelson enrolled at Farmingdale SUNY College, where he obtained his GED and briefly attended college. However, within a year, he chose to drop out. Later that year, while riding his bike in Amityville, Nelson was struck by a truck, resulting in a significant lawsuit settlement from Allstate Insurance. After legal fees, he received approximately $29,000, which was the most money he had possessed at one time. This allowed him to purchase his first car, teach himself to drive, and obtain his New York driver's license.
Nelson's early life was marked by adversity, but these experiences helped shape the determination and self-reliance that later defined his entrepreneurial career.
Net worth
As of 2021, Tony James Nelson II has been described as having an estimated net worth of $1.5 million. This figure has been associated with his business ventures, including ownership and control of multiple companies, as well as cash holdings, real estate, vehicles, life insurance value, and stock market investments.
Nelson's annual salary for his role as head of Roovet International Corporation was described as approximately $95,000. In late 2021, he stepped back from some active business roles, entrusting day-to-day operations in part to family and associates.
In 2022, Nelson also expanded his public creative identity through music under the stage name Tribal Young Brown, releasing material through Roovet Records. His business and creative paths continued to overlap as he expanded into writing, publishing, and worldbuilding.
Empire Corporations
Empire Corporations marks the beginning of Tony James Nelson II's journey into the business world and reflects his early vision for diverse entrepreneurial ventures.
Empire Webmasters Inc.
Nelson's entrepreneurial path began with the creation of Empire Webmasters Inc. in 2011, co-founded with his older cousin, F. Henry, shortly after the birth of his daughter, Savannah N. Taveras. Empire Webmasters Inc. was a web design and development company that also provided hosting services for clients. In its debut year, the company reportedly generated approximately $98,000 in revenue.
Empire Studios Inc.
Following the success of his first venture, Nelson established Empire Studios Inc. later in 2011. This enterprise served as a local sound recording studio where customers could book hourly studio time to record music. It later became associated with a small recording label known as Empire Entertainment, under which Nelson worked with several artists.
Empire Studios Inc. reportedly generated approximately $50,000 per year and was later rebranded as Roovet Records.
Nelson Designers Corporation
Driven by an interest in clothing design, Nelson established Nelson Designers Corp. The company focused primarily on custom T-shirts and branded apparel for businesses using transfer heat printing technology. Though modest in annual revenue, it later evolved into Roovet Fashion.
Empire Industries Corporation
Nelson also founded Empire Industries Corporation with the goal of establishing Savannah's 24hr Store, named after his daughter. The business faced local challenges and opposition but reflected his tendency to build ventures across multiple industries rather than remain in a single lane.
Through these ventures, Nelson demonstrated his versatility as an entrepreneur, moving between digital services, music, retail, and fashion while continuously rebranding and expanding his ideas.
Roovet
Roovet origins
Roovet Corporation was conceived and brought to life by Tony James Nelson II on May 13, 2013, in his home office in Berlin, New York. Nelson coined the name "Roovet" and worked extensively on building its online presence through domain authority, page authority, search engine optimization, and digital branding.
Inspired in part by the business model of Google, Nelson envisioned creating an interconnected ecosystem of digital products and services under the Roovet brand. This vision led to the development of Roovet AdWords, Roovet Mail, and other internet-based services designed to connect advertising, search, and communication.
Roovet expansion into retail
One of Roovet's early physical ventures was Savannah's 24 Hour Store, named in honor of Nelson's daughter Savannah. The store, later relocated and rebranded as Bryana's Food Mart, became part of Roovet's expansion into local retail operations in Jacksonville, Florida.
Roovet overview
Roovet Corporation, under Nelson's leadership, grew into a multifaceted enterprise with ventures spanning moving services, digital products, advertising, fashion, music, and media. One of the pivotal ventures in Roovet's portfolio was Jacksonville Elite Movers, which became a major revenue-generating pillar. Nelson also focused on monetizing online platforms through advertising revenue, continuing to build Roovet's digital presence.
In 2020, Nelson expanded Roovet into the fashion industry by trademarking and launching the Roovet clothing brand. Roovet products later reached customers in the United States and internationally, including Italy, France, Canada, and Japan.
Roovet re-direction
In 2024, Nelson led a significant transformation of Roovet's digital structure. The domain roovet.com shifted from functioning as a search engine into a news media platform, now known as Roovet News Media. The Roovet search engine moved to roovet.net, while roovet.org was also acquired to expand the brand's digital footprint.
The Roovet Store, which featured fashion items and related products, was integrated into the main Roovet site at roovet.com/shop. These changes represented a broader repositioning of Roovet as a unified digital ecosystem across media, commerce, and technology.
Roovet and creative expansion
Nelson's creative work later expanded into the Tribal dark fantasy universe, where he writes under the pen name Tribal Brown and developed the novel Tribal: Bloody Beginnings as the foundation of a larger interconnected mythos. This expansion linked Roovet's publishing and media ambitions with fantasy storytelling, serialized lore, and character-driven worldbuilding.
Business
Tony James Nelson II began his entrepreneurial journey in 2011 with the founding of Empire Webmasters Inc. alongside his cousin, Lisa Henry. Nelson demonstrated a natural aptitude for web development and also invested time in mastering Search Engine Optimization (SEO) and Social Media Marketing (SMM). His work focused heavily on building websites, increasing authority metrics, and understanding internet visibility.[7]
Nelson's business philosophy centered on understanding supply and demand, identifying under-served opportunities, and building businesses that could generate diversified revenue streams. This approach led him to create ventures across web development, retail, music, moving services, and fashion.
In 2022, Nelson founded Roovet Records in Jacksonville, Florida, further expanding the Roovet brand into the music industry. Roovet Records signed artists including Respekt Ova, Real Litty, and Young Montana Mafia. Nelson also collaborated with family and associates in music production and development under the Roovet label umbrella.
Nelson's business work later expanded further into publishing, digital media, and fiction. Through the development of the Tribal universe and related articles, books, and characters, he increasingly positioned himself not only as an entrepreneur but also as a creative property builder.
Books
Nelson has authored and developed multiple book projects, including fantasy and children's works.
- Tribal: Bloody Beginnings — the first installment in the Tribal series, written under the pen name Tribal Brown. The novel is a dark fantasy work centered on Thirty-Two and the violent world of Nebu, while introducing major concepts such as Ka'ru, the Tribal Bible, Deathwave, First Conri Tora, and the fractured bloodline surrounding The Dark Alpha and Utrea. It serves as the foundation of the broader Tribal mythos.
- Ariana The Elementalist, co-authored with Tribal Comics co-founder Bjorn Karg, was released in October 2024. This first installment in the Legend Of Ariana series was written as a children's bedtime fantasy story and follows Ariana, a young girl gifted with elemental powers who must protect her people from danger.
Creative work
Beyond business, Nelson has pursued creative work in music, publishing, comics, and fiction. As Tribal Young Brown, he has released music under the Roovet Records umbrella. As Tribal Brown, he has developed the Tribal dark fantasy universe through writing, character creation, lore development, and serialized fictional worldbuilding.
The Tribal universe includes:
- Tribal: Bloody Beginnings
- Thirty-Two
- Rimitorry
- The Dark Alpha
- Utrea
- Nebu
- Gia
- Ka'ru
- Tribal Bible
- Deathwave
This body of work reflects Nelson's interest in mythic storytelling, dark fantasy, and large-scale fictional systems built around family, power, survival, and inherited conflict.
Personal life
Tony James Nelson II is a reader, writer, entrepreneur, and creative figure whose interests include literature, television, film, music, and chess. His professional life has combined business management with personal artistic development, including work as an author and hip-hop artist.
He has remained involved in his companies, including moving operations such as Jacksonville Elite Movers and Southeast Elite Van Lines, while also continuing to oversee aspects of digital strategy and SEO personally. His lifestyle and work ethic have often been described as highly structured and ambitious.
Children
In 2004, while living with his mother in a shelter in Huntington, New York, Tony James Nelson II met Staci Snowden and her young daughter, Bryana Douglas. Nelson formed a deep bond with Bryana and came to refer to her as his first daughter despite the lack of a biological connection. This relationship became one of the formative emotional experiences of his early adult life.
In 2010, Nelson met Johanna Taveras in Copiague, New York. Their relationship led to the birth of his first biological child, Savannah Taveras, on March 1, 2011. After their relationship ended, Nelson was later granted significant custody of Savannah. Johanna Taveras later died in a car accident on the Southern State Parkway, an event that deeply affected the family.
During this period, Nelson also found support in his relationship with Lori King, who helped care for Savannah while Nelson worked to build Roovet.
In 2020, Nelson met Destiny Harris in Jacksonville, Florida. Their relationship led to the birth of two children: Da'Nylah Nelson, born on April 4, 2021, and Da'Nauria Nelson, born on April 21, 2022. Though the relationship later ended, Nelson has remained publicly associated with active fatherhood and ongoing involvement in his children's lives.
Social media profiles
See also
References
- ↑ Tony James Nelson II Founder Of Jacksonville Elite Movers
- ↑ Nelson, Tony. "Roovet Local & International Corporation Releases a New Music Streaming Platform for Music Artists". World Music Journal.
- ↑ Brown, Tribal Young. (September 14, 2022). "Tribal Young Brown.". Biographies.net. accessed September 14, 2022.
- ↑ Tony James Nelson II The Founder Of The International Company
- ↑ Roovet International Corporation's CEO Tony James Nelson II Steps Down & Make's His Friend Hakeem A. Small The New CEO
- ↑ Tony James Nelson II Releases A New Clothing Line Worldwide Available For Purchase As Early As November 1st.
- ↑ Roovet, Corporation. (8 December 2021). "The Journey Of Roovet". Medium. accessed 12 December 2021.
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