The internet is a strange and wonderful place that is constantly changing at a rate far faster than any of us could ever hope to achieve. In one moment there is a post going up about political corruption in the highest ranks of government, while in the next split-second someone is sharing a compilation of 7-second cat vines that runs over 15-minutes in length. In between those events, millions of bits of data are exchanged all over the world, and countless more content ideas are born.
Recently, one forward-thinking internet entrepreneur decided he wanted to simplify the world of hip-hop. While it seems safe to say anyone could learn to rap given enough time and resources, the same cannot be said for learning to produce beats. That is, until now.
TypeDrummer is a nice site that allows users to create beats without having any prior musical knowledge or training experience. By using just a keyboard, visitors are able to create unique and even revolutionary musical productions, all from the comfort wherever they happen to be while sitting online. It’s as if the bar for entry into music production has been dropped so low even a cat walking across your keyboard could stumble across the next hit song, and though you cannot download your creations just yet the fun you will have making and sharing them is unlike anything you will find in other corners of the net.
What are you waiting for? Click here and begin creating your own beats!
There was a point in music history not that long ago when singles had to make a big splash with mainstream America within a very small window of time or they were considered a failure. This was before the internet, of course, and long before anyone thought that every song that was ever created would one day be only a few key strokes away for anyone with an internet connection. Those changes, and the digital revolution they spawned, have completely rewritten the way people consume music. At the same time, it has also changed the way we view singles, or at least those that do not have a major label promoting them.
When Britney Spears chooses to release a new song, press releases are distributed to every music professional on her label’s mailing list, tracks are sent to radio, and guest appearances are booked at influential news outlets. To borrow a term from basketball, this is basically a full court press in terms of promotion. Everyone is made aware of the existence of new music at the same time in hopes of creating enough interest in said material to drive it up the pop charts. More often than not this tactic is a successful one, but it also comes with a high cost, which most independent artists and labels could never shell out for the purposes of promoting a single song.
When independent artists choose to release new material, a press release may be sent out, but it is incredibly rare for tracks to be distributed to radio or for high profile appearances to be booked. Those tactics are part of an aging system of promotion that no longer applies to artists who thrive in the digital age. I’m sure they would love radio play, but any artist with a working knowledge of modern business knows that what you need more than anything is to create conversation around your latest track. You want people to talk about it, even when you’re not participating in the conversation. You want to wake each morning to a slew of Twitter notifications because teens, tweens, and even their parents are quoting your latest material on their social network pages. You want to permeate pop culture, and you want to do it as fast as possible without jeopardizing your brand.
What many independent artists do not realize that labels and the artists they promote often do is that all you really need to be the next big thing in music today is the right placement at the exact right time. If you can get your song added to a popular TV show during its biggest episode, or if you can somehow make an appearance at a high profile event and share you song, everything can change before your eyes. The only thing standing between most hardworking musicians and reaching the kind or national or even international popularity they seek is having one person in a position of influence share their work with the world.
I’m not kidding. Just one person and your entire career can change overnight. I know that sounds like a dream, but there are dozens upon dozens of stories throughout the history of pop music that lead me to believe such occurrences happen far more often than anyone might believe. They cannot be predicted, nor can they really be planned, but when they happen the artist whose work is being shared better be prepared because there will be no stopping the attention that soon comes their way.
The latest example of a song finding the right influential audience long after its initial release, at least as far as I know, is Fetty Wap’s “Trap Queen.” Originally released through Soundcloud in March of 2014, the track was initially intended to be a freestyle that Wap would use to keep his fans excited about whatever material he would release next, and for a very long time that is all that track would become. Rap critics highlighted the song’s hook as proving Fetty’s ability to write catchy music, but for a while it seemed that would be all that anyone ever said about Wap’s ode to a women who is both beautiful and willing to do whatever it takes to get ahead.
Fast forward to February 2015 at Kanye West’s Roc City Classic show in New York City. Every industry insider with any reasonable amount of clout is in attendance, as are a slew of celebrities from every corner of entertainment, along with the numerous guest stars appearing in the show, including Big Sean, Travi$ Scott, Pusha T and 2 Chainz. Amidst all this, Kanye West decides to give a little stage time to 24-year-old Fetty Wap, who at the time is still largely unknown. According to Billboard, Wap’s performance of “Trap Queen" had West beaming onstage, Jay Z and Beyonce dancing along in the audience, and thousands of onlookers at the show and on the live stream asking, “Who is this guy?”
By the next week, Fetty Wap was everywhere. Magazines wanted to profile him, blogs made listicles about his life, and radio stations all over the country began to receive a demand for “Trap Queen” to be added into regular rotation. The song was added not long after, and it quickly began to climb the charts. Right now, “Trap Queen” is the third most played song in America, but at the beginning of April it actually cracked the top spot on Billboard’s hip-hop chart. Whether or not it returns to that position is a question no one can answer, but for a song that was out nearly a full year before a single radio station cared at all, one week atop the chart is certainly nothing to scoff at.
There is no denying that there are many differences between the worlds of rock, rap, pop, country, dance, and every genre in between, but the fact remains that as long as you’re putting your best work into the world and doing as much as you are able to promote it there is always a possibility that someone capable of changing your life will hear it. All you can do is keep pushing, keep writing, and keep telling every person you meet about the art you create. I can’t promise you things will work out in the end, but if you’re doing everything you are able to have your work be as visible as possible then you have a better chance than most at finding success. There is always an element of luck to how things play out in the world of entertainment, but that does not mean you should rely on chance to give you the career you want. You have to build it yourself, and as long as you continue to work on that there will be people who keep an eye on what you’re doing. One day, if you’re lucky, it will all pay off. If not, at least you did your absolute best.
We found the following blog by Sam Friedman while scrolling through the internet during the last week. We loved it so much we decided to publish it on our blog, but you can find the original post over on the Sonicbids Blog.
In a contemporary world of digital music consumption, mass piracy, rising DIY careers, and free music, hip-hop artists are releasing both albums and mixtapes to gain fans and profit, but the line is blurring. Which is more valuable for an aspiring rapper: a mixtape or album? Fans or profit? And, maybe most importantly, at what point can an artist begin to profit?
Chance the Rapper’s Acid Rap mixtape was an enormous success; it opened doors for him to reach fans around the world, play on huge stages like Coachella, and even work with Justin Bieber. Kendrick Lamar spent nearly eight years dropping mixtapes in Southern California, working tirelessly to get local fame. Several mixtapes later, he released his major label debut, good kid, m.A.A.d. city, to universal acclaim. Now he’s a Grammy-winning artist with global reach.
With that being said, albums still hold a special place in hip-hop. Mixtapes are certainly not an afterthought, but albums typically go through a deep, conceptual, and vigorous creation process with huge marketing plans and intentions for profit. An artist needs to eat, and while touring, licensing, and selling merchandise are great revenue streams, selling your original music is usually the ultimate goal.
To help put into perspective the differences, we spoke with three hip-hop industry experts about their opinions on the current state of mixtapes vs. albums. Lindsey Gamble, the founder ofHITPmusic.com, a leading hip-hop-centric music blog; Eric Bernsen, a music marketing and PR professional and editor for HITPmusic.com; and Latrell James, a rising emcee/producer from Boston who has produced for artists such as Dutch ReBelle and A$AP Ferg.
The evolution of the mixtape
Mixtapes were once a somewhat of a collector’s item, something you got through the underground. It was about expressing yourself over instrumentals and getting your feet wet. “The mixtape evolved [and] went from being an exclusive item, which proved your connections to the streets, to a musical format, which helped launch the careers of rap’s biggest stars,” says Eric Bernsen. Without the internet to share free music from anywhere in the world, you really had to have a big budget to share your music, which often meant a record label funding an album. Now, mixtapes are being blasted across the web with full press and marketing plans behind them. According to Latrell James, “Mixtapes were platforms for artists to display their talents freely over anyone’s instrumentals. Over time, the mixtape became technically an album. Artist are composing complete original bodies of work and releasing it for free.” The evolution is a significant part of the history of hip-hop.
Lindsey Gamble sees mixtapes and albums as synonymous in today’s music industry. “They went from being compilations put together by DJs to artists rapping over industry beats to full-length, original projects. Today, a mixtape is almost the same thing as an album, at least in terms of the music.”
Mixtapes, however, empower independent artists who might not have the funding and support of a label. “Eventually, artists put the power in their own hands and people like 50 Cent/the Diplomats were able to dominate the market through the mixtape format,” says Bernsen.
Where do mixtapes fit into today’s hip-hop culture as a whole?
Mixtapes are the beginning of most rappers’ careers; they form the foundation for artists to share their visions with the world. Even established artists still release mixtapes because they keep their fans in mind, and they like the artful ability to just be creative over instrumentals without the whole ordeal of a label-funded album.
“The mixtape represents hip-hop’s backbone: the freedom of expression,” Bernsen explains. “While commercial labels were (and still are) so focused on which artists would be getting release dates and which records would do well on the radio, unsigned artists were able to promote their brand through the medium of the mixtape. Everything was fair game in terms of beat selection and certain rappers were able to capitalize off this luxury. Mixtapes brought the idea of music distribution to a more human/relatable level, and that is why the format is still prevalent to this day.”
Gamble adds, “More and more, artists are jumpstarting their careers with strong mixtapes…. Over the years, we’ve seen artists such as Gucci Mane, Wiz Khalifa, Migos, and most recently, Chance the Rapper take their careers to the next level with a mixtape alone and become household names.In a way, mixtapes bring a refreshing aspect to hip-hop because artists are more likely to experiment and try something new on a mixtape versus an album. Even with their evolution over time from DJ compilations to original projects, mixtapes have remained a tool for a consistent stream of free music, which pushes hip-hop culture.”
With the rise of DIY, is there still a difference between mixtapes and albums?
If an artist releases an album for free, is it then a mixtape? That’s a hard question to answer. It’s often considered that an album has a more conceptual, thought-out plan behind the music, but if it’s spontaneously released for free, doesn’t it seem like a mixtape? One of the differences today is really just how the music is released and priced. Mixtapes are beginning to be taken as seriously as albums in terms of creation, but the release is different. Now, anyone with a laptop and microphone can make a mixtape, and essentially an album as well.
Let’s break it down a bit further with some insight from our hip-hop experts:
“The lines have blurred when it comes to distinguishing mixtapes and albums. Albums tend to have more of a financial backing and are still deemed as a more ‘credible’ way of releasing music by some. But these days, many mixtapes are composed of completely original music, and when you combine that with the $0 price tag, it remains as a fan-friendly format. While artists may have less creative control on albums that are being funded by major labels, they’re still able to ‘feed the streets’ with mixtapes and provide the more ‘raw’ material which garnered their success in the first place.” – Eric Bernsen
“The real difference between mixtapes and albums are the purpose of each. Mixtapes are a way for artists to establish their sound, build a fanbase, solidify their reputation, and promote a forthcoming album. On the other hand, an album is a way for an artist to generate money and cater to an already established fanbase. If you take away those few things, then the line between mixtape and album is very blurry, especially for DIY artists. The perfect example is Drake’s latest release, If You’re Reading This It’s Too Late. Although considered a mixtape by the artist himself, the collection of music was actually available on iTunes, then later in stores. It ended up selling nearly 500,000 copies in its first week and went on to become the number-one album on Billboard.” – Lindsey Gamble
“There’s a thin line between mixtapes and albums with today’s standards. Take artists like Chance the Rapper or Fabolous, who recently released major original mixtapes. They were free projects with no label backing. The response from fans made both of those projects successful. An album is a project that is trying to convey a message or feeling within the songs that has cohesiveness. This would also be a major release through a label. DIY changed everything. Artists can compose, mix, master, and release music from one single computer. It has allowed artists to engage with their core fanbase daily.” – Latrell James
Which format should aspiring hip-hop artists today focus on?
Sorry to disappoint you, but unfortunately there isn’t one right answer. Even the experts have differing opinions on this one, so take their insight into consideration and go with your gut on what’s going to be the best option based on where you are in your career right now.
Here’s what the pros have to say:
“The most important thing for aspiring hip-hop artists is exposure, and the easiest way to gain exposure is through free music. Mixtapes provide an opportunity for an artist to prove his or herself en route to building a fanbase. Not to mention albums aren’t selling like they use to. Even some of the biggest artists have trouble selling units. In almost all cases for aspiring hip-hop artists, the exposure from mixtapes is worth more than the amount of money they will make from an album.” – Lindsey Gamble
“Personally, I think artists should focus more on albums. A great album is forever. Mixtapes tend to not have longevity.” – Latrell James
“As an aspiring hip-hop artist today, focus less on defining your work as either album or mixtape and put your efforts into creating a quality project with a proper marketing rollout.Releasing your music for free is the way to go as a rising artist. That way you can build your fanbase and easily expose them to your music. Of course, there is no problem with providing an option for fans to support your work, but the choice of album vs. mixtape is less crucial these days. Independent artists have the ability to release free music and still be profitable, and that is a great thing.” – Eric Bernsen
The music industry is very fluid, and the evolution of the mixtape is ongoing. It’s important to be informed about what you’re looking to accomplish before deciding between the two formats. If you’re looking to gain more insight on issues like this that directly apply to hip-hop artists, we’d highly recommend checking out the A3C Hip Hop Festival in Atlanta. There’s a huge educational aspect to the event, giving up-and-coming artists the opportunity to interact with some of the most influential industry leaders, labels, brands, media, and artists within the hip-hop community.
Sam Friedman is an electronic music producer and singer-songwriter based in Brooklyn, NY. His music blends experimental ambience with indie-driven dance music. In addition to pursuing his own music, he is a New Music Editor for Unrecorded and is passionate about music journalism. Check out his music and follow him on Twitter @nerveleak.
Hello, everyone! Welcome to the sixteenth episode of INSIDE MUSIC, a podcast about life in the modern music industry. We try and release at least one new show a week, typically on Tuesday afternoon, and we ask that if you enjoy what you hear that you subscribe to the show on iTunes. Oh, and by the way – reviews are appreciated!
This site exists to promote the future of the entertainment industry, and to do that we need input from people like you and your entertainment-loving friends. If you have any questions about the content in this article, or if you have an artist you would like to see featured on this blog, please contact james@haulix.com. We can also be found on Twitter and Facebook.
On this episode of INSIDE MUSIC, host James Shotwell travels to Norwood, Massachusetts to speak with world famous record producer Clinton Sparks. Clinton has been an influential force in pop music for well over a decade at this point, and in that time he’s work with just about every top 40 musician you can name. He’s also delivered a slew of solo work, which continues to gain popularity with each passing year. Together, Clinton and James walk through the Boston native’s early years of trouble making, as well as Clinton’s decision to leave behind his life of and embrace the world of music. It’s a little bit different than every other episode we’ve done, but we think you’ll be pleased with the results.
The music you hear in the intro to ‘Inside Music’ this week was provided by Clinton Sparks with a little help from Macklemore and 2 Chainz. You can learn more about that song, as well as the Iconoclast EP it hails from, on Clinton’s official website.
You may already know this, but ‘Inside Music’ is now available on iTunes! Click here to subscribe.
Hello and welcome to another day of music industry discussion here on the official blog of Haulix. This entry in our Advice series is a bit different from those we have done in the past. We did not work with Hoodie Allen to create the content you are about to enjoy, but as longtime supporters of his work we felt there were several things independent artists could learn from his efforts.
This blog exists to promote the future of the music industry, and to do that we need input from people like you and your music-loving friends. If you have any questions about the content in this article, or if you have an artist you would like to see featured on this blog, please contact james@haulix.com. We can also be found on Twitter and Facebook.
There have been countless reports about the continuing decline of album sales, but if you take a close look at the indie music scene there are many artists moving large numbers in 2014. The key to this success is largely due to the connection fans feel to these artists, which has been nurtured with aid from the rise of social media, but marketing also plays a large role. There are a limitless number of ways to promote music today, and it should not take an informative column like this for you to figure out that great promotion often equates to great sales. It’s not a science, and there are certainly examples of people who never sold even though they knew how to market, but the vast majority of cases speak to the opposite being true. Marketing matters, perhaps more so now than ever before, and today we are going to take a few notes on marketing from someone who has built a DIY career through such efforts: Hoodie Allen.
Hoodie Allen one of the hottest emcees in hip-hop today, but if you only listen to what is played on the radio you may have never heard his voice. He’s been creating and distributing music by himself, largely for free, since 2009, with five mixtapes and two extended play releases already circulating online. He’s also toured the country a dozen times (if not more), transitioning from basement shows and hole-in-the-wall clubs to sold out headlining gigs at every House of Blues from New York to Los Angeles. Through it all Hoodie has remained DIY, and later this month he will release his first studio album, People Keep Talking. It’s the culmination of everything he has done thus far in life, and up to this point his marketing efforts have been flawless. Not every artist will be able to duplicate his plan in the exact same fashion, but with a little hard work these tips can improve any upcoming album promotion:
Before you ask fans to buy something, give them something for free.
People Keep Talking may be Hoodie Allen’s first studio album, but he has made more than fifty tracks available to fans, for free, since launching his career in 2009. Hip-hop culture thrives on mixtapes, which 99% of the time are distributed for free, and Allen used that knowledge to feed his fans a constant stream of music while he refined his craft. Was every song a hit? No. Some were honestly just this side of awful, but that does not matter in the bigger scheme of things. By offering fans high quality downloads of his music for free Hoodie was able to forge a connection with people long before he ever approached them about financially backing his efforts. When he started performing live, those who enjoyed the free music came out and supported Hoodie on tour. He returned their support with more free music, and the cycle continued. Now that Hoodie feels ready to take his career to another level, both in terms of touring and recording, he’s turning to fans whose love he has reciprocated many times over at this point and is asking them once more to support his dream. Those who have followed him now feel as if they are part of his movement, and they are willing to back the album because they know he will give back to them in time. This relationship transcends the typical artist to fan frame and develops a sense of community. No money can match the power of making people feel like they are a part of something.
Start talking about the record early, but hold off on the official announcement.
Hoodie Allen has been talking about working on his debut album for the better part of two years, but he did not officially announce the record’s release until August 19, 2014. That was just under two months away from the album’s October 14 release. Your album reveal should be no further out than 6-8 weeks before release. Timing is key when it comes to promoting a release, and as soon as you announce something you need to be prepared to promote it heavily up until its release. If you slack, people will forget about your album before it even hits stores. Studies have shown that at least 25% of your album’s overall sales will come from pre-orders, so it’s incredibly important that you are prepared to properly promote your new release before announcing it to the public.
So how does one talk about a record without announcing it? The answer is actually far simpler than you may believe. Be descriptive, but don’t push your product. It’s perfectly fine to tell your fans that you’re writing and working on new material, or even that you have entered the studio. You should always keep them informed with your latest activity. You can even promote the upcoming announcement of something ‘big,’ just make sure you do not reveal any release dates or pre-order information before it is absolutely confirmed. You only get one shot at announcing something to the public, so make sure you plan accordingly.
Announce your record a week before your launch pre-orders.
News travels fast in the digital age, but as an independent artist trying to stand out amidst a constant stream of information it can take a few days for publications and fans to catch up to your latest activity. Even an announcement as big as an album release can get lost in the digital shuffle of tweets, status updates, and news posts. Don’t take it personally, it happens to literally everyone who attempts to promote online, but do make it a point to continue pushing your album release news for the first several days following the initial announcement. Be sure to include a pre-order launch date and, If possible, a short video or audio teaser that alludes to the material found on the record.
When you do launch pre-orders, be sure to premiere a song as well.
Hoodie announced his album release on August 19, teasing an August 25 launch for pre-orders. When that day arrived, Hoodie also shared the first single and video from his upcoming album. Obviously not every artist finds themselves in a position to make music videos, but you are able to share music from your upcoming release with fans. This not only sheds light on the material listeners can expect to find on your upcoming release, but also encourages promotion of your pre-order launch. Most people do not tweet store links for brands or artists regularly, but people will share creative/entertaining bits of media they find online. Give them something to talk about.
Personalize your letters to the press, even if it takes twice as long.
Even though Hoodie Allen has numerous sold out tours under his belt, he still has to work every single day to grab the attention of music journalists around the globe. To do this, Hoodie sends out personalized messaging that makes every writer feel like someone Hoodie and his crew care about them beyond the group’s basic desire for coverage. It forges a personal connection where one would not exist otherwise, and it raises the likelihood of someone reading Hoodie’s pitch by a good amount. Here’s a screenshot from one of his recent emails:
Release new material weekly, or at least on a regular basis.
If you plan to announce your album 6-8 weeks before release you must also be prepared to share several songs with the public ahead of the record’s street date. We already talked about an initial promotional single, which has been commonplace in music for as long as I can remember, but in a time where there are more artists vying for attention than ever one song is rarely enough to sustain the public’s interest in new albums. Hoodie, for example, has released a new song and music video every single week since launching pre-orders at the end of August. Nearly half of People Keep Talking can be found online at this point, but since that material is also available on iTunes the impact on Hoodie’s sales are minimal.
Again – not every artist has the budget or skill level to create a ton of music videos. You do not need music videos to sell records. Video content helps, and if nothing else you should definitely make video streams of new tracks available, but you do not need high gloss videos to sell your new record. They probably won’t hurt if you have them, but you can win over new fans just as easily without them.
Everybody loves a contest.
The idea of giving things away often seems counter-intuitive when attempting to sell a product, but in music that promotional tactic tends to work incredibly well. For People Keep Talking, Hoodie Allen is currently running a contest that awards people for promoting the fact they purchased the album. Hoodie asks fans to screenshot their receipt from iTunes and share the image on social networks while using a specific set of hashtags. 137 fans who participate will win, with prizes ranging from an all-expense paid trip to NYC for the album release, to having your name appear in the booklets for the physical release of the record (due out in a few months).
For more information on this contest, as well as a look at how Hoodie designed the entry page, click here.
Use excitement for your album to promote your next tour.
If you have a new album coming out it’s fairly safe to say you also have a new tour in the works, or at the very least a series of release shows. If possible, unveil those plans after your initial album announcement. Fans will be anxious for new music and additional details regarding the record, so they will be quick to hop on any headlines related to your ongoing efforts. You may also want to consider a pre-order package that offers tickets to a show of the consumer’s choice.
