Answer to earlier post about the West Coast falling off. The fact of the matter is that from 1990-1999 just about every industry in America experienced a boom. Music was no exception. Just like the Silicon Valley Dot-com companies that blew up almost overnight. They were simply overvalue. In other words, people were buying into them more for their potential and the general excitement in the industry than for what those companies profits and abilities really were. EXACT SAME thing with the rap industry. During that era, you could afford to be a label that was putting out mediocre artists because the public was enamored with the whole gangsta rap craze. Little kids with skateboards had CD players with some rap shit in it. Now, all of a sudden after the craze is over we have discovered some hard truths:
1. Many labels don't know how to run a business. They fuck their artists, have fucked up books, or even no books at all. There are no accounting practices. Everything is under the table like they're in 5th grade. Nobody was copyrighting, nobody was getting publishing. In the rush for gold, lots of distributors got burned by companies who were disorganized.
2. Compilations. I like em. Everybody likes a good one...BUT - The reason the market is so saturated right now is because everybody and they momma is on a compilation. Artists who don't have enough talent or dedication to really build a career are putting their one verse...or ONE song on somebody's compilation. In the past, we bought individual albums and so you were assured that the artist had more than just a verse in him. Too many people cuttin up a pie, and nobody is gonna get fed... especially not the listeners.
3. Quality of production. There was a reason Too Short used to go to B.J.'s out in Richmond. You can't skimp on production and expect to go Platinum. This is ridiculous. The music we hear, post production, etc...very poor quality. Top it all off and many studios charge an arm and a leg.
4. Bad music. Fact of the matter is that when shit doesn't sell, something is wrong. Either the promotion was ineffective,or the music was just not being felt by the audience. Maybe in the mid -90's you had kids going into the store and just buying shit. It is a different market place now. Just like people look at the financials WAY closer of these dot.com companies, buyers look/listen way more carefully to what the hell they buy.
5. Lack of hustle. Very few are the artists who are passing out shit at all the shows, doing spontaneous performances, going store to store doing meet and greet. I remember talking to Mr. Harris over at Jones and Harris in Richmond and he was tellin me how 2Pac used to come down there all the time and just kick it, push his stuff, and just be around to make sure everything was everything. Not just Pac, he said most of the rappers used to do that. Now, he said the only time artists come through is when they have some sort of consignment deal and they want to pick up the money. That's real talk. Retailers don't owe people shit. Matter fact, he told me the best selling tape he had when he started was Michael Jackson off the wall.... and the best tape he sells today is STILL Michael Jackson off the wall. In other words, rappers have to understand that the world does not revolve around them. They have to get out there and hustle and make themselves available.
6. Not understanding the audience. If you have truly hard music, why are you trying to get on MTV. They have changed. Bet is changing. Face it. But C-Bo did not get started on BET. Too Short didn't get started with Jive (hows many people remember 75 girls records). You can't just depend on major outlets and labels to get a career going. Start small. If you only sell 500 records, let it be in one city. WOrk the fuck out that one city. People have to balance their dreams withthe economics of it. Labels who lie and give false promises do artists a disservice by feeding them these pipe dreams. Go city by city. Let your shit spread, and you wont take the kind of career killing loss that overextending yourself can bring. Also, stop paying radio stations and to play your shit if that is not their format. Stop begging for people to buy your shit. KNOW YOUR AUDIENCE. Go to barbershops in the ghetto enclaves and pass out demos (a few songs). Get out there.
7. The West Coast has a few cable outlets, enough to support some artists, but why should they play shit that all sounds alike. Be original. STop copying each other's sounds. Right now, it's about...what..... 10 DMX's..50 Eminem's......5 E-40's. Why should they play your shit, when they can play the real artist's stuff.
Knock offs is still knock offs: clothes, gold-thangs, rappers... knockoffs is still knockoffs. Be original with your style and VOICE!!!
My point is that there are legitimate reasons why the west coast music scene has dried up. But it is still possible to succeed. Unless you have a catchy hook that is gonna take the airwaves by storm, you are going to have to do the dirty work, promote, be organized, and focus your efforts geographically. The market is changed. Just like those dot.com companies that had bad financials.... frauds are now exposed and losed money where before, anybody could drop a record and sell.
NEVER....EVER...make a release out to be more than it is. It destroys trust. I can't tell you how many times I have seen fliers that said an artist was the next greatest thing, and then you hear it and it either:
1. sounds like shit
2. Kid has 3 good songs and 15 whack ones
3. Has so many guests that I think he can't stand onhis own 2
4. Doesn't knock... kids CD makes my car sound like a walkman.
Last but not least, niggas be bullshittin. Lack of commitment by the artists. Kids can't afford the studio time to get better. There are very few who treat the game like it is a job. A serious job. They come to the studio prepared, songs rehearsed, lines written, not scribblin shit down as they wait their turn to bust.
It takes timne on the mike to become a polished MC. You have to put in the mic-time to get better
As far as different regions go. You can't compare the West Cast to the South. That regions is more gimmick and sound. They sell sound, not rappers. Producers are a premium out there. They want a certain sound, and the lyricks really don't matter. If you can come up with something catchy, you will have a hit. And the people have less entertainment for theri dollars. In Cali, youhave to fight for an entertainment dollar (just ask the Raiders)
The East COast is a different beast all0-together. I wont evern get into that. All I can say is that the easy ride is over. The game is still good to those who are dedicated , but the era of bullshittin is over. Labels have to be legit, REAL, and organized. Artists have to know who their audience is and cater to it. Lastly, labels gotta reinvest their money instead of trying to pocket shit. I know cats don't want to hear that, but ......
http://www.papertrailmusic.com
[email protected]
1. Many labels don't know how to run a business. They fuck their artists, have fucked up books, or even no books at all. There are no accounting practices. Everything is under the table like they're in 5th grade. Nobody was copyrighting, nobody was getting publishing. In the rush for gold, lots of distributors got burned by companies who were disorganized.
2. Compilations. I like em. Everybody likes a good one...BUT - The reason the market is so saturated right now is because everybody and they momma is on a compilation. Artists who don't have enough talent or dedication to really build a career are putting their one verse...or ONE song on somebody's compilation. In the past, we bought individual albums and so you were assured that the artist had more than just a verse in him. Too many people cuttin up a pie, and nobody is gonna get fed... especially not the listeners.
3. Quality of production. There was a reason Too Short used to go to B.J.'s out in Richmond. You can't skimp on production and expect to go Platinum. This is ridiculous. The music we hear, post production, etc...very poor quality. Top it all off and many studios charge an arm and a leg.
4. Bad music. Fact of the matter is that when shit doesn't sell, something is wrong. Either the promotion was ineffective,or the music was just not being felt by the audience. Maybe in the mid -90's you had kids going into the store and just buying shit. It is a different market place now. Just like people look at the financials WAY closer of these dot.com companies, buyers look/listen way more carefully to what the hell they buy.
5. Lack of hustle. Very few are the artists who are passing out shit at all the shows, doing spontaneous performances, going store to store doing meet and greet. I remember talking to Mr. Harris over at Jones and Harris in Richmond and he was tellin me how 2Pac used to come down there all the time and just kick it, push his stuff, and just be around to make sure everything was everything. Not just Pac, he said most of the rappers used to do that. Now, he said the only time artists come through is when they have some sort of consignment deal and they want to pick up the money. That's real talk. Retailers don't owe people shit. Matter fact, he told me the best selling tape he had when he started was Michael Jackson off the wall.... and the best tape he sells today is STILL Michael Jackson off the wall. In other words, rappers have to understand that the world does not revolve around them. They have to get out there and hustle and make themselves available.
6. Not understanding the audience. If you have truly hard music, why are you trying to get on MTV. They have changed. Bet is changing. Face it. But C-Bo did not get started on BET. Too Short didn't get started with Jive (hows many people remember 75 girls records). You can't just depend on major outlets and labels to get a career going. Start small. If you only sell 500 records, let it be in one city. WOrk the fuck out that one city. People have to balance their dreams withthe economics of it. Labels who lie and give false promises do artists a disservice by feeding them these pipe dreams. Go city by city. Let your shit spread, and you wont take the kind of career killing loss that overextending yourself can bring. Also, stop paying radio stations and to play your shit if that is not their format. Stop begging for people to buy your shit. KNOW YOUR AUDIENCE. Go to barbershops in the ghetto enclaves and pass out demos (a few songs). Get out there.
7. The West Coast has a few cable outlets, enough to support some artists, but why should they play shit that all sounds alike. Be original. STop copying each other's sounds. Right now, it's about...what..... 10 DMX's..50 Eminem's......5 E-40's. Why should they play your shit, when they can play the real artist's stuff.
Knock offs is still knock offs: clothes, gold-thangs, rappers... knockoffs is still knockoffs. Be original with your style and VOICE!!!
My point is that there are legitimate reasons why the west coast music scene has dried up. But it is still possible to succeed. Unless you have a catchy hook that is gonna take the airwaves by storm, you are going to have to do the dirty work, promote, be organized, and focus your efforts geographically. The market is changed. Just like those dot.com companies that had bad financials.... frauds are now exposed and losed money where before, anybody could drop a record and sell.
NEVER....EVER...make a release out to be more than it is. It destroys trust. I can't tell you how many times I have seen fliers that said an artist was the next greatest thing, and then you hear it and it either:
1. sounds like shit
2. Kid has 3 good songs and 15 whack ones
3. Has so many guests that I think he can't stand onhis own 2
4. Doesn't knock... kids CD makes my car sound like a walkman.
Last but not least, niggas be bullshittin. Lack of commitment by the artists. Kids can't afford the studio time to get better. There are very few who treat the game like it is a job. A serious job. They come to the studio prepared, songs rehearsed, lines written, not scribblin shit down as they wait their turn to bust.
It takes timne on the mike to become a polished MC. You have to put in the mic-time to get better
As far as different regions go. You can't compare the West Cast to the South. That regions is more gimmick and sound. They sell sound, not rappers. Producers are a premium out there. They want a certain sound, and the lyricks really don't matter. If you can come up with something catchy, you will have a hit. And the people have less entertainment for theri dollars. In Cali, youhave to fight for an entertainment dollar (just ask the Raiders)
The East COast is a different beast all0-together. I wont evern get into that. All I can say is that the easy ride is over. The game is still good to those who are dedicated , but the era of bullshittin is over. Labels have to be legit, REAL, and organized. Artists have to know who their audience is and cater to it. Lastly, labels gotta reinvest their money instead of trying to pocket shit. I know cats don't want to hear that, but ......
http://www.papertrailmusic.com
[email protected]
