What’s Up Fam???
S.A.Q. 192
YOooo
On behalf of OnSmash.com & myself, I’d like to welcome you all to my column Real Men DON’T Cry!!! This column’s main objective is to serve as a self-help guide for ALL artists, whether signed or unsigned, who may need a few pointers on navigating through this industry. We will be touching on a variety topics ranging from self-promotion to scoring a publishing deal. The only thing I ask from each reader is that you keep an open mind regarding the information that is being given and filter it so that whatever you take from it ultimately helps you to move forward in showing the world the value of your TALENT.
I have been exceptionally blessed to transcend generations through my artistry. I actually began rapping in 1990 while I was in Junior High School. The first time the world heard me was in 1994 on A Tribe Called Quest’s Award Tour single. I was featured on the B-Side joint called The Chase Pt.2. The music world has certainly changed since then. During the 90’s,especially in New York, there was certain allotted amount of arrogance that an artist was almost expected to have. Out in Queens we would call it “Good Looking Girl Syndrome.” (A lot of times when a woman’s beauty overwhelms a man, he will almost put up with anything she does or wants just to keep her around. But the minute she “falls off” or he sees someone “hotter” its on to the next. That sentiment holds true for artist who are NOT acquainted with doing BUSINESS) All you had to be was NICE and it seemed like everything else would essentially take care of its self or if it didn’t care of its self, then there were people in place who would take care of it for the artist. This mentality is one of the reasons why many musicians from this era are in financial despair.
We all agree that the 90’s brought about some of the best Hip Hop albums of all time but there were many flaws in how Hip Hop artist conducted their business. I remember telling Kanye when we first met, “Though we’re not selling drugs, we’re still getting street money!!!” Because Hip Hop has a street origin the art form & business has been subjected to the same rules that a drug dealer is confronted with. So as much as the 90’s were the “Golden Age of Hip Hop” it was also the “Put Your Man On” Era. If “Hip Hop Is Dead” then the “Put Your Man On” theory definitely needs to “come down to the station” for questioning. In some instances it worked like Irv using his relationships with Jay-Z & DMX to usher in Ja Rule who went on to become a superstar. Please note that all entertainment is fueled by the development of SUPERSTARS. So with all the failed joint ventures, unmarketable faces and down right terrible records the industry as we know it began to erode.
When faced with erosion or evolution Hip Hop will ALWAYS choose the latter. As a rule of thumb you should know that a real HUSTLER always considers what it is that he is selling and its effect on the CUSTOMER. Technology will always show the purity of a product and level out the playing field. If something is “official” no matter what advancements technology makes it will be able to withstand these changes but it will alter the way you do business. Producers & studios unfortunately caught it first. In the 90’s many producers were eating great because they’d sell you a beat before you even made a record to it. Artist would buy 5 beats from a producer, pay the first half on each and maybe only record 1. I remember when the “Cutting Room” first opened in NY. I was signed to Elektra and the 1st time I had a session there I felt like I was on welfare!!! I didn’t have the foresight at the time to see that that was where the game was going. I had become accustomed to recording in the big name studios like Battery, Hit Factory, Right Track, etc. Then when I was trying to get back “on” I had to use whatever availed its self to me and it wasn’t a “Studio B” that cost $150 an hour. This sentiment is what sunk a lot of big name studios nation wide.
The same tornado that flattened the producers & studios’ trailer park had its eyes set on sub par artist and their material as well. For me, when I hear new terminology (In this case I don’t mean the homie Term but what up Fam) it can throw me off. When I first heard the term “Illegal Download” I thought it was SERIOUS shit. In actuality it was CONSUMER pay back! Pay back for the times they were dupe into thinking they were buying something that would stir their emotions only to be let down. Pay back for the times their favorite MC forced them to listen to their wack ass homie!!! Technological advancement had given the FANS a measure of retribution. Of course in the process there were Artist who suffered undeservingly. It’s like when you’re in a class full of bad kids, everybody’s going to detention.
The sins of the past are what become obstacles for us in the future. You have to accept the fact that “This Ain’t The 90’s”. For East Coast artists NOBODY is on your dick just cuz you can Rap, even if your GOOD. I learned this the hard way when dealing with Sony. Hip Hop is a lot like being in the Middle Class. I hate to be the bearer of bad news but the Middle Class no longer exists. You’re either RICH or POOR!!! A poor person’s primary task should be how to get money otherwise your fate will be poverty. You have to be willing to learn because something is wrong with your business otherwise you will remain POOR. The same holds true for an Artist. You’re either POPPIN’ or YOUR NOT!!! If you’re NOT then your doing something wrong or missing a component that will get you to the next level.
Over the next 90 days I will attempt to flush out every possible avenue for an artist, regardless of financial circumstances, to get their name promoted and music heard. But its like the age old adage goes,” In order to get where you’re going, you have to know where you’ve been!!!” I hope this piece sheds a little light on the state of affairs within the Recording Industry. Our next column will be titled “Before You Can Know Pleasure, You Must Meet Pain”.
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