Monday, July 7, 2008

The Basics


By Wendy Day from Rap Coalition (www.WendyDay.com)

This article is dedicated to Mannie Fresh, who was kind enough to give one of my indie clients a hit fucking record for a great price!! Mannie is in the process of putting out his first artist, The Show. I have chosen to devote this article to giving my friend some free advice, since he was kind enough to give me the ammunition that I need to win with my group. A smart reader would evesdrop and apply it to his or her own situation!!

Mannie is a super producer, and I have proven to be skilled over the years at putting out records (not to mention negotiating deals)—we all might learn something:

Dear Mannie;

Putting out an artist, either independently or through a major label, is a tremendous amount of work as I am sure you know. Even with your relationships and connections, knowing who to trust and who can really benefit your release if difficult—imagine if you didn’t have the access or name recognition that you have!! Most others in this industry don’t….so you are already a step ahead.

I understand what you mean when you talk about the talent and passion missing from this industry today. While I do agree with you completely, just talent alone isn’t enough to win. Much like you, I am a purist. I believe that the beats and rhymes are key and the folks who are doing this solely for the money are fucking it up for everyone. That’s really why the sales are down. So many folks treat the music industry like it’s the new (legal) drug game. Those without passion, however, won’t be able to withstand the licks that this wicked industry doles out. They won’t stand the test of time. You will, and have!

But in addition to the driving passion, I also realize the need for an artist to sell CDs. My favorite rapper is Ras Kass. He’s lyrical as hell, but has he been able to sell CDs? You’ve heard Jay Z, Common, and Talib Kweli talk about dumbing down the lyrics, and we’ve all watched Bun B go from dopest southern lyricist to rap star able to sell CDs (thank God! He deserves it!!). There’s nothing wrong with making a living from one’s artistic craft. That is not selling out! Those who believe that it is, need to go get real jobs and make CDs as a hobby and pass them out for free.

I like the Mixed CD that you and DJ Wop made for The Show (“Victory Lap”). It highlights his lyrical abilities over some incredible Mannie Fresh beats, and gives the fans 27 examples of what’s to come. But in my opinion, the mixed CD lacks slam dunk, hit singles—radio records. You most likely chose not to put them on a mix CD, saving them for his release. In today’s environment, it will be difficult to go to market without a hit radio record or two. This is especially true if you have a major label behind you, like Def Jam, because they survive on that formula of radio records to drive sales and exposure. It’s not that it is right or wrong, it’s that it just “is.” If that’s what they have to do to blow up an artist, any artist, then so be it. It’s up to you to give them the ammunition that they need.

Hopefully, that was part of your thinking before doing a deal with a major, and that you chose one that needed what you could deliver (I only say that because some folks see all of the labels as interchangeable and only care about getting a check—truth is, the checks are small and the opportunities are shrinking everyday). If not, you will find that you have to build a ridiculous buzz on the streets to get them interested in working your release. The reality is that if you want someone who excels at chasing radio hits to get excited about your project, and you decide not to deliver radio hits to them, you will need to show them how to work your records, make it appear to be cheap and easy, and then let them take 100% of the credit when it happens.

I guess it’s like you driving that gorgeous new Bentley. If someone was only used to Hondas, there may be some apprehension and discomfort in driving such an artful machine. But once one is used to driving perfection and sees how easy it is, it becomes easy. We all become comfortable with what we know—you with good music, a major label with hit radio records.

Here’s the dichotomy though: hit radio records do not always equal sales. There have been plenty of hit records that the labels paid to drive up the charts, but the full length CDs tanked when they came out. My guess is that they only had one or two good records on the album. You are Mannie Fresh, therefore I’m not worried about that. You make great music. And The Show is lyrical and seems to be able to make great songs.

Here’s what I would do: since he’s based in New Orleans, I’d build a buzz in LA, TX, and southern AL. I’d make those my “Phase 1” market areas. I’d attend all of the events in the Summer and Fall where large amounts of potential fans gather (Summer Jams, park parties, college Home Comings, music festivals, etc). I’d also go from town to town promoting The Show.

I’d throw him in a wrapped van, and hit a different city every day. I’d make sure we went through radio, retail stores (chains and independents), clubs at night (performing if possible), strip clubs, and hip hop gear shops. If you really want to grind it out, I’d also hit the chicken wing spots, key barber shops and nail salons, high schools and colleges, and make sure you spend time in the ‘hoods. Your name will open a lot of doors for him. I’d be sure to pass out flyers, hang posters wherever I could, and sign as many autographs as humanly possible. I’d advertise ahead of time the cities we were hitting through his website and his MySpace page (and yours).

Also, I’d suggest explaining to The Show that artists don’t really make money from their record deals. It’s important that he knows he’s grinding this out for something bigger down the road, but it would suck for him to think it was one thing and it became another. Especially because of the way you, and other artists before you, got jerked out of money in this business. It’s important that he understand how the payments work and how the money comes from shows, endorsement deals, and other opportunities that the fame will bring. He’s very bright, he probably already knows this. But it’s important that he understand it fully. That alleviates problems down the road.

After building the buzz in that 3 state area, his buzz will organically grow. As college students return home for their Breaks and vacations, they will spread his music. People will naturally share great music with friends, and the internet speeds up this process. It spreads like fire…usually in an orderly fashion. So as it is spreading to MS, OK, AR, TN, GA, etc, you can be chasing that spread with Phase 2 of your promo tour. You can also start working a single at radio. The DJs will already be aware of The Show, now it’s time to spread that awareness to program directors around the region. Focus on the south—it’ll be cheaper to back up an area that’s somewhat contained. Also, in the south, fans will buy good music whether you are indie or major, so it’s a naturally good market to work.

And lastly, work the project for a minimum of 4 months before you drop the album--six months is preferred and 9 months is even better. If you aren’t coming through a Major label, make sure you choose a distributor with a strong track record of paying, and one that has great relationships with rap record buyers and stores. This is NOT the area to take risks—it’s your money!
A hit radio record will make the promoters start calling to book shows faster. A super hot record will make the show price increase quickly. When The Show is making good money, it will be easier for him to work even harder. It’ll be more hectic, but better. It will save you money too. As he travels to different cities on the promoters’ dime, you can hit radio and retail in those cities.

Lastly, make sure The Show is the shit at home. Be certain to give back to the local community, especially New Orleans because it needs the support more than any other place. Offer picnics in the park and Kids’ Days. Support the Moms and the schools that need help. Speak to the kids and keep them from going down the wrong path. That’s not mandatory, but it is the right thing to do.

Mannie, you are shit! You’ve been down a long, hard road. But you survived and survived well. No one can take that from you. You have legions of fans and soldiers, just waiting for you to do something for yourself. The Show is it! Go get it baby! And I am always here when you need me. Always. I love you Chubby Boy!

With Love and Respect,
Wendy