I am an independent. We are not, and never have been, owned by a publishing house or had a budget provided to us by some corporate giant. Every single contact, every single dollar, every event, magazine, and everything else we have got was as a result of HARD work, networking, and calculated risk. No one ever gave us anything for free. I completely empathize with the independent which is why I am especially hard on them.
So you are an independent rapper. You believe that you are the greatest thing since the invention of the wheel, but no one else has confirmed that for you as of yet. You have a mixtape hosted by your cousin with tracks that are produced by another guy who is the greatest thing since the invention of the zipper (also confirmed by no one else but himself). You pressed up 50 cd’s and proceeded to try and sell them, but became frustrated and angry when no one would buy them. From there you approach every magazine and website and insist that they put you on because your hot. To your surprise, no one does…………
Being an independent artist is not only “the same” as owing your own business, it IS owning your own business. Like any other business you need capital in order to operate. Whether that capital is raised through an initial investor, or from your own pocket is inconsequential, you just need to have it. Now you may be asking yourself “What do I need money for, shouldn’t I be getting paid?” The answer to that is no, you should not. The reason you need money is because when you own a new business you need to be marketing, promoting, pressing up posters, flyers, cd’s, you need your own website, and you need to be out at every industry event you can find. All this costs money people. You can not expect it to be done for you for free. Take show cases for instance. Show cases give you an opportunity to show case your talent to taste makers and trend setters within the music industry. While I agree, sometimes the prizes are not great, but you are out there branding your name, your look, and your music. Brand positioning is about being in the faces and ears of those who can help take your career to the next level.
It takes truly a perfect mixture of marketing, promotion, brand positioning, a strong team, great live performance, and TALENT in order to make a successful living as an MC. I have ranted and raved about Lil Wayne and many other artists I believe to be over rated, but at the end of the day they are talented. They have figured out how to tap into millions of people and created fans out of them. So:
1) Check your team. Are “your” people as excited about your career as you are?
2) Do you have mixtapes you are giving to everybody and their mother for free? Do you have posters & fliers hanging in every inch of your city?
3) Do you have a viral marketing person? Someone to update all the blogs, twitter, facebook, and send email blasts?
4) Do you know how to “operate” a microphone? Do you practice performing and breath control? Are you entertaining on stage?
4) Most importantly, are you a talented MC? To answer this question, click any of the 3 links below and HONESTLY ask your self if you are even in the same league. Im not saying you need to be AS good, but you need to be in the same league. If your not, find another career.
http://www.youtube.com/watch?v=ITfWaN59GIw
http://www.youtube.com/watch?v=zSo4ImI6Ib4
http://www.youtube.com/watch?v=_-_IFAt8ka0
