As a music artist, our dream and passion is to get our music out to be listened to the most people possible. Most of that dream is to be achieved through the sales of an album or mixtape we have put together. Artists of all kinds, whether unsigned, indie, or major, are always wondering how to reach more people and how to get their name out to the masses.
This article will focus on two hip hop projects one finished, the other still in production. These projects will prove to be examples of how to market yourself within this very fickle industry.
OUT OF SIGHT, OUT OF MIND
Usually with the fans, when the buzz around an artist dies down they are mentally dropped for the next hottest (read: memorable) performer who is out right now. The key to this industry is to always be on the fans’ minds. This is why you see celebrities of all sorts taking advantage of the exposure from blogs, tabloids, and paparazzi.
Back in 2006-2007, hip hop artist Lil’ Wayne made well use of getting his name out in the public. Now already a key player in the “rap game” and dictionary (see: “bling”), Lil’ Wayne (born Dwayne Michael Carter, Jr) took his star even further. Wayne was a featured artist on almost every hot song and remix released to the mainstream in gearing up for his “the Carter III” album released in June 2008.
Quite obviously, this took some planning on the part of Lil’ Wayne and his handlers. For two years after the release of his “the Carter II” LP (Decemeber 2005), Wayne released many mixtapes, rapping over the beats of current mainstream songs, and collaborated with many different artists. This made the fans want an official album to actually spend money on.
Kanye West had the same hiatus in between his album
releases. Kanye’s last official ablum, “808’s and Heartbreak” was released in November 2008. While Kanye has been in the midst of controversy, including his stunt with Taylor Swift at the 2009 MTV Video Music Awards, Kanye has taken a new approach to his music and advertising himself.
Although the Taylor Swift incident did put him in hot water with many fans and celebrities including President Obama, there are many people waiting for an album from Kanye. With this, Kanye and his team has planned to release new music every Friday until Christmas. According to his official Twitter (@kanyewest) on Aug 22, 2010, Kanye has planned to promote himself with music either he recorded, produced, or from artist of his self-made G.O.O.D. Music label.
I know yall need the music so I'm dropping 1 new song every weekend until Xmas. It may be my song it may be a new Jay song etc...
Kanye West
kanyewest
I'm calling it good Fridays. Yall know every Friday yall gone have a new joint from our family. We look at the game completely different nowKanye West
kanyewest
Like Wayne, this keeps Kanye in the ears and minds of the fans anticipating an official album from the artists. The key to sales is making the consumer feel special and making them feel like they are getting a deal. Music fans love to “collect” all the music from their favorite artist. It is an advantage to be privy and exclusive to having every Lil’ Wayne or every Kanye West song. This is what makes the planning of these projects effective. It is an exclusive for their fans, and opens doors for new fans to come in.
THE OUTCOME
When “the Carter III” was finally released, the first day it sold over 400,000 copies worldwide. The first week, the album achieved over one million copies sold according to Nielsen Soundscan, making the album #1 on Billboard’s Weekly Album Sales chart. I would say this is customer satisfaction at its finest.
The fans bought into the anticipation Wayne created by his mixtapes and his featured guest appearances. Wayne’s planning had paid off, eventually earning him multiple Grammy nominations and four Grammy awards.
As far as Kanye, his new album “My Beautiful Dark Twisted Fantasy” is due out this November. But he is building quite the buzz around his Friday releases. His record label must believe in his star power too, as it has been reported that Def Jam has spent over $3 million on the making of the album. Kanye is said to be finishing the album in studios in Hawaii and Jimi Hendrix’s legendary Electric Lady recording studios. We have yet to see the full outcome of this project, but apparently the fans and Kanye’s team are behind him and have big expectations for this album.
Will he come close to Lil’ Wayne’s feat with “The Carter III”, surpass it, or just be a waste of time and money? …Stay Tuned…
SOURCES: MTV.com, HipHopDX.com, UniversalMusic.com, Wikipedia
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