I think there are many more hip hop fans out there now than there were a few years back. Hip Hop is way more popular amongst younger listeners these days. It's just become so easy to slap together an "album" and throw it out. The proper avenues aren't being taken from the recording to the sales of the project in most cases these days. Market, Advertise and Promote your shit. period. Do it right, don't half ass it... that shit is making it harder for the few that are taking the time to do it right. Use visibilty and proper promo items and techniques to create a buzz and sell your product. Set realistic goals. How much is it going to take for you to recoup your expenses? Make sure you understand when at what point you'll begin to see a profit and understand which level you need to get to to call your project a success. Different people use different ways to measure their success. Some ... selling 1,000 is a success because they didn't have a lot to recoup... some selling only 5,000 is a failure because the album budget was high and they failed to recoup.
my advice? MAKE YOUR SHIT LOOK BIGGER THAN IT REALLY IS. Carry yourself as a big minded businessman. Posters, flyers, one-sheets... glossies... all that shit helps. It gives you an extra edge over the next artist that isn't breakin bread on this stuff. Make sure your product at least looks top of the line. That usually gets you in the door... after that... if the music is garbage... bad word of mouth can kill you.
Road trips in your region are also a plus... make sure you can get some pre-orders lined up... price your music more affordable than the others.... hell i knew when we did the music thang we sold cds for $3 to $5 a piece... just to get more on the shelves. Standing outside a store hustlin cds for $10 - $15 can work, but that's the slow dime... We took the quick nickle approach.
Hopefully some of this stuff can help someone out there a lil bit.