SIGNING TO A LABEL OWNED BY AN ARTIST | By Wendy Day
T
he artists are all that matter to me: the rappers, the producers, and the DJs. Almost everyone else is extra in this business—either trying to get a check or trying to be a star themselves. Sorry. That’s the way I see it (and if this doesn’t apply to you then you are either already my friend or you need to be). I have love for the artists and the folks who are genuinely trying to invest their money in helping to build an artist to stardom (not the ones trying to pimp an artist and ride their backs all the way to millionaire status). I am jaded. I have been doing this for 16 years now. That’s a long time. Many of you reading this were in elementary school when I started Rap Coalition (with my own money, thank you), and many of you weren’t even born yet when I heard my first rap song and became a fan of the music and the culture. I have watched many people claim to own rap and Hip Hop and the entire culture (for the record, no one does). I have watched even more pimp it. I have even stopped some from doing so. I have a new attitude. If you are a poser, a hater, or a toxic person in this business solely to get fame or a check (if you aren’t an artist), I no longer return your phone calls! My “live and let live” theory has grown into exposing you publicly for the sham that you are. And, furthermore, if you hurt an artist or damage a career in your selfish quest for rank and position in this industry, I’m speaking out against you publicly. There are just waaaaaay too many fucked up people in this business today. You aren’t staying! Just letting you know now-- I’m playing my part, and flexing what little power I have to help you keep it moving. I hear UPS is hiring… This is NOT the new dope game. This is not a place to come and hit a quick lick at the expense of others. If you aren’t willing to put in the work and the time to build your credibility, leave now. All those email blasts you send out telling everyone how great you are, aren’t convincing anyone! True success comes when others that you’ve helped sing your praises when you aren’t even around. Now that I got that off my chest, I can move on to dropping some free knowledge for anyone who wants to learn and grow in a positive direction. And you are the people that I want around me. Send me an email and I will add you to my Inner Circle list (RapCoalition@aol.com). When the price of studio equipment got affordable, everyone decided to become a producer or a rapper. It looks easy and fun from the outside, and it appears that almost anyone can do it (not so, but it APPEARS that way). Who wouldn’t want to spend their day getting high, making music, fucking, and shopping? If you turn on any video channel, that’s what it appears to be. No problems, all immediate gratification. Because of that (wrong) perception, and because it appears that one can enter this industry with no experience, no schooling, and no real effort, there is a glut of people constantly trying to get into this industry. Therefore, those of us already in the industry have a strong “show and prove” attitude towards all newcomers. Because there is a glut, basic laws of supply and demand tell us that the price is being driven down, the value is receding, and artists appear to be a dime a dozen. What was once a special skill (rapping, producing, or DJing) is now a common attribute on every corner in America. The internet has offered easy access to music distribution, so anyone can easily make their own music, upload it for sale, market it properly, and collect the money directly from the sales. This has created millions of entrepreneurs around the world who are, technically, their own artists and record labels. So what makes an artist stand out today? I’m not talking about the Lil Waynes or the Young Jeezys or the 50 Cents. They al-
22 ////OZONE OZONEMAG MAG
(www.RAP-COALITION.COM)
ready have careers built by giant machines (the dinosaur record labels) and large amounts of money invested. But what about the next generation of artists? How do they stand out? If it takes momentum and the creation of a movement to move a career forward, and if it takes a large amount of word of mouth from people who like your music and your image, how does an artist in today’s world compete? How do you stand out from the millions of people who have a MySpace Music page, and are trying to be the next big thing?! In my opinion, it takes hard work. Even harder work than it did a few short years ago because of all the oversaturation we now have. Everyone is a rapper or a producer. To compete, an artist coming up has to promote himself or herself to both the end consumer (the potential fan) and to the industry that currently exists (for as long as it exists). Very few artists out here understand this. I see the many of the same faces at every convention, every record pool, every seminar, and every gathering. That’s important. People don’t take you seriously until they see you over and over, especially in this business where the turnover rate is so high. I can count the number of people still in this industry from 1992 when I started, on one hand. I can count the number of people who’ve been doing this for 10 years or more on my fingers and toes. People leave the music business quickly once they discover that it’s hard work as opposed to fun and games. So how is it possible that Roccett, Papa Duck, Grand Prix, Yo Gotti, R. City, Trae, Mistah FAB, MoBillionaireZ, TMI Boyz, Preacher, and many others stand out in my mind? Because they are everywhere. Every event I attend, I bump into these same folks. Yes, there are some artists who have one song that blows up (Shop Boyz, Heisman Boyz, Lil Will, etc) but for the most part, do they have long term careers? There’s a difference between a hit record and a career as a recording artist. I do not know of any artist with a career who came into the industry through a hit record. Not one. But I do understand the importance of a hit record once you’ve put in work! Somehow, these same folks that I always bump into are able to build themselves in my mind. I receive their email blasts, I get the downloads for their mixed CDs, and I read articles about them in rap magazines. I, like many others, pay attention to them. I am rooting for their success because I see the hard work and effort they make to move their careers forward. I see them nominated for the awards at the industry events—the patiently waitings, the regional awards, the mixtape awards. All of this matters. You need a movement behind you to win. I know their teams, for the most part. Roccett is a great example. I know his manager (Rick), I know his publicist, I know the industry people who have championed his music and passed it around, and I know the team at the label he used to be signed to. We all talk about him. When I am writing an article about new artists who are about to blow, he comes to mind. When I am sitting on a panel and he walks into the room, I speak to him (from the panel). He has put in the work and has the talent to back it up. He has the team and the people skills to win. I want to see him win. I have no vested interest in his career, but I will do anything I can to help him move forward. Why? Because he has earned it. He works hard, he works for free, and most importantly, he works. And I am just one of many who feel this way. Truth is, I am surprised he hasn’t made the cover of this magazine yet. The day that he does, the haters will speak up about it. They will wonder how someone came out of nowhere to get the cover of OZONE. And I will wonder what took so fucking long, because I’ve been watching him grind and put in work for over 2 years now. And he’s barely made a dime… Roccett is just one artist. There are many like him. Very few artists have a real shot. If you really want to know how, ask him (and the folks like him out there grinding) how they did it. But be willing to put in that level of work, commitment, and passion. Oh, and maybe have a little talent too? //