Let's say I am not an artist myself and that I own mainstream Hip-Hop, I have control over the presentation, the gimmicks, mainstream performance cards, hiring and firing of any and every artist. Now...
If I were a popular artist I would not want the Owner Icon Okie to walk through the door. Hey, let's be blunt about it. My first move, I let Lil Wayne go, I let 50 Cent go. I get a whole team of J. Coles, Kendrick Lamars, A$AP Rockys and Big K.R.I.T.s. Lil Wayne and 50 Cent have already hit numerous homeruns, they are not going to hit 100 more. I want someone who is going to hit hundreds of homeruns for me in the next decade. You may ask, well what about Eminem? Jay-Z? Both of them are legends capable of still producing and selling quality records even though they are well past their prime. Hip-Hop needs legends like these to keep producing quality product, for nostalgia purposes, and to keep the new blood in line as well as give them active legends to look up to.
With Wayne and Fif, one could argue that they have not produced nearly as many quality records since their prime. Some of their newer records are good but get old very quick. Wayne's Carter II was his last quality album, and 50 Cent's Massacre was his last. They can take artists under their wing, but other than that it's time to go. Move out of the way and let the new talent get over with the fans. To be frank, Wayne and Fif are not the only ones that get fired, Shyne, Fat Joe, Ja Rule and Snoop 'Lion' are among many others although I am a fan. God bless them, thank you for paving the road, hopefully we can use you in some capacity. Maybe you can make special appearances, sign some autographs, whatever the case may be.
I want artists that come in thinking, "I want to pass Eminem, I want to pass Jay-Z". I want artists that are fresh so I can mold them into the next big thing. I want young talent that gets mad when they don't hit a homerun. It's all about the youth, it's all about a long-term investment. Where do you want to be in 10 years? Give me that kid. Give me that up and coming hungry artist that can offer something new, different and original. I love legendary artists, I listen to them more than the new talent, but this is a problem. As a listener, I should be able to move on and play newer artists more than the classic records of old. Instead I find myself still listening to older hip-hop more than anything because many newer artists material is watered down and has little to no substance. Damn near every new hip-hop record on the radio sounds the exact same.
My next move. I let the autotune overhaul go. It is out of control. This is a huge reason why I am not interested in newer artists. Many artists now--and I use the term "artists" very loosely--are flooding airwaves with autotune song after autotune song. If you have to rely on autotune so heavily to sell records, well that's just too damn bad. You can start recording records either without it, minute use of it, or best of luck to you in your future endeavors... and luck is for losers.
With this methodical plot, I have already ridded of artists not releasing much quality product as well as much of the repetitiousness, and within five years I have a solid team of artists under 30 that are kicking everyone's asses, as well as active artists the masses are familiar with. Sound familiar? Golden Age much?
Award shows, why continue to throw two or three performance spots to guys like 'Rick Ross'? I am not allowing an artist more than one performance spot on a prime-time television flagship show. Give more time to the new guys. Also, why not solely give guys like Kendrick Lamar or J. Cole the main spot? Why not make the newer talent the main attraction? Hype them up. Make the audience excited about new talent. All eyes on them. Restore faith in the future of the genre. This way, the genre does not grow stale and get stuck at a stand still, it remains full of surprises and live shows are unpredictable.
Artists in their prime that I get rid of. 'Rick Ross' (I use quotations out of respect for the real Rick Ross), and Future. I do not approve of the 'Rick Ross' gimmick, neither does the real Rick Ross, knock it off. I do not approve of Future's autotune obsession. Future is actually a good rapper without the digital enhancements, he has had more than enough opportunities to showcase it, instead he chooses not to.
There you have it, new artists get a real push, familiar talented artists keep their relevancy, over-digitally-enhanced popcorn "artists" get the boot, and legends we all know and love take new talent under their wing. You can still have your fun records in the clubs and what have you, I won't rob you of all of your party music. I will meet you halfway. Fair? You bet your ass it is.
This is just the tip of the iceberg. Continue to follow my blogs where there's no popcorn, just a menu of cutthroat at my personal cafe'. In the words of the legendary Mick Foley, have a nice day.
www.youtube.com/majormindsetmusic - www.twitter.com/iconokie
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