The problem with a lot of today's acts is they think in a monophonic sort of way. They make music to cater to their limited little box of people, i.e. their homies. Look around you, it is like crabs in a box.
They have nots making music for others that have nothing. Just how much do you think that will broaden your buying base?
Record sales in the USA are way down from their hey days of the Eighties and Nineties, but there are still artists that are winning in this game. How are they doing that you may ask? They are thinking out side their box. Recorded music is still selling well in Europe, Japan and Australia. For artists that do urban music such as r&b/soul and hip-hop/rap, they love the former in England, Germany and Japan in particular. Hip-hop/rap doesn't do as well mainly because the Japanese and the Europeans can't relate to songs about hood tales and profane laced lyrics with misogynistic and N-word laden themes.
If so-called gangsta rap or 'keep it real' rhymes is what you wanna do - then expect limited results. The attraction of Lil Wayne, Jay-Z, Eminem, Fabolous, etc, is that they do make sense collaborations and some of their lyrical messages go outside the box.
The target base of that style does not have a lot of disposable income. Look at B.o.B as an example, he has songs addressing "Airplanes" and the like, and each of his singles have all sold platinum in downloads. His album is RIAA certfied gold. His earnings over the last year have exceeded 5 million dollars in net worth. He has arrived - because he saw outside the box. He had vision,
I challenge artists to create songs that everyone across the board can relate to. Unfortunately too many African-Americans want music for free or little or nothing invested out of their pockets in it.
When people frequent the corner bootleg stands in the hood or the gas station and purchase cds three for five dollars - it kills the industry. Equally as bad is file sharing from illegal downloads.
How is that Taylor Swift can sell five million records and Ciara gets dropped from her label because of dismal sales? It is the fanbase, and Swift's has disposable income. The most recorded music is purchased by the female demographic between 13 years of age to 22 years of age. Is the music that you are creating appealing to that group? It is nothing wrong with having a track or two an animal that may be a little slanted towards the homies, but realize, they feel as though you are one of them, so you should just hook them up with a cd. Also remember physical cds are on the verge of being a thing of the past. Most music in the USA is sold via streaming - which means internet sells. Unfortunately Blacks are the most lagging racial group in own or having access to computers. Keeping it real, the ballers and brothers/sisters of the hood can't really help you with sales this way too much - so it is best to have music that appeals to folks that have money and a pc or pc access.
Some rappers should probably just make mix tapes. The financial investment in the marketing and promotions of that is not as expensive as a full project.
R&B is another animal in itself. It can play live venues better, it is widely loved in all the foreign countries, evidence are the vast amount of old school acts that are constantly playing in Japan and Europe. R&B acts also have an advantage in marketing and promotions with their merchandise and there is usually less worry about unnecessary drama over colors LOL.
All genres can win if you have a good team. You need marketing and promotions, a publicist, a good piece of product, management or management consultation, and a budget to accomplish your goals.
Do not set unrealistic expectations. Also remember that this a young industry that is less about talent and more about what is sellable. If it looks good, is young, sexy and has a catchey decent song - it has a fighting chance. When you have that record - push it, promote it, market it, sell it! There people in all 50 states in America going for that same spot your are trying to fit in. Give it all you got.
When I first got in the music business, there were 8 major labels. Now there are only 4, and 2 of the 4 are standing on shakey ground. One is in receivership with CitiCorp (EMI), and Warner Brothers is looking for a buyer. There is a real chance there may be a Big Two in the next year.
Great music still prevails and lasting tunes do just that. All of the cutural revolutions have been initiated by the young people. When young people get a hold of a good song, they can be the difference between being one of the many, or one of the few. Cream sweet rises to the top. Artists it is up to you - think outside your box, or stay stuck in water seeking its own level.
