Chance the Rapper. (Image via thenewmusicbuzz.com)
In 2015, it's fair to say that hip-hop is the new rock 'n' roll. Rappers are constantly topping the Billboard charts, and the genre as a whole continues to have a monumental impact on today's youthful, social-media-driven culture. And with the evolution of hip-hop as a driving force in society comes changes on the independent side of the spectrum. Not all indie artists have the same definition of success, and every musician has their own unique path over the course of their artistic growth.
However, there's somewhat of a universal playbook that all hip-hop artists should keep in mind when creating a strong foundation that will result in both short-term gains and long-lasting relevance. Implementing these 10 action items won't guarantee fame and prosperity, but they'll highly increase the likelihood of achieving your goals (first rule: make sure you set some!) and taking your career to the next level.
1. Master the craft
This is the clear-cut rule of thumb that should be obvious to all artists, but too often gets pushed to the wayside in favor of useless gossip, controversy, and online bickering. Before you can put any other piece of advice into action, a tireless dedication to perfecting the craft of your music is what matters the most.
Don't rush into releasing song after song if you're not yet comfortable with your artistic identity and how you want to portray your art to the world. The most genius marketing blueprint in the world will not meet or exceed expectations if it's not backed by quality music that connects with your target audience. So whether you break out with a catchy single that goes viral or create a full-length album, putting consistent hard work into your craft is what enables every other strategy to follow through as planned.
2. Perfect your stage presence
Putting on an exciting live show that has your audience fully engaged is something you need to work on religiously in order to make the next step in your career. Standing still and rapping your lyrics into a microphone isn't nearly enough to make a $20 ticket worth it for your fans, and these live shows are absolutely vital to your income as an independent artist. So when you're in the studio creating songs, keep in mind how the music will translate on stage to an audience that wants to feel like they are a part of the show and not just being rapped at.
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Practice makes perfect, and the more you perform, the easier it will be to get rid of any stage fright you may have. If you're truly looking to make a career of being an independent hip-hop artist, this aspect of your artistic makeup cannot go ignored.
3. Assemble a smart, supportive team
As confident as you should be in your own artistic abilities, a musician should not be expected to handle every aspect of his or her career alone. It's the job of the artist to focus on making music, and that's why almost every successful indie musician has a manager or management team behind him or her who handles all of the other essential tasks that exist in the music industry. Look to build relationships with genuine people who have strong backgrounds in marketing, finance, writing, and photography, because all of these skills are important in ensuring that your music properly reaches the intended audience.
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If you're thinking, "Okay, that's great, but where do I find these people?" that's an understandable reaction. The best way to do so is attend as many local shows and music networking events in your area as possible, because connecting in real life always wins out over random social media requests. It may take some time before you find a trustworthy group with likeminded goals and tastes, but rest assured that the results will pay off once you do so. When you have a team that is dedicated to growth both individually and as a group, your music career will naturally follow suit.
4. Develop a marketing/social media strategy
Once your latest album is completed and ready for the world to hear, the last thing you want to do is just release it. There needs to be a marketing plan developed (with the help of your team) that will ensure your music reaches as many people as possible. A big factor in this strategy is coming to a decision on your social media identity. Some artists stay active on Twitter 24/7, while others tend to be on the quiet side until it's time to drop music. There's no right way to navigate the plethora of social media channels out there. What's most important is to be consistent, stay true to the character you portray in your music, and be available for fan/blog/media interaction. Different marketing strategies work for different types of artists – just make sure you have one!
5. Focus on growing your fanbase
From SoundCloud followers to YouTube plays, so many hip-hop artists obsess over numbers like they're the end all, be all of success. While it's important to see continuous growth in the aforementioned categories and your social media following, the livelihood of your indie career is the dedication of your fans! Both real fans and fake followers exist online, but only the former are in attendance at your shows and pay to support your music when the time comes. With that in mind, take it as a sign of progress when a random person compliments your music as opposed to the familiar group of faces that you see at every music event in the city. Having your music be appreciated by your local peers is important, but it's when you win over a total group of strangers-turned-lifelong fans that should be measured as a real accomplishment.
6. Create and maintain blog and media relationships
The coveted big blog post is another barometer of success that many artists take extremely seriously. And while receiving coverage from popular and well-respected websites does widen the reach of your music, there's a fine line between pleading for a post and truly building a relationship with influential writers and editors. Don't run to the blogs solely when you have a new song or video to promote! Share their quality content with your own following and show that you have a genuine appreciation for the work that they do. If this is done consistently, it will go a long way when your professionally crafted pitch lands in their email inbox. Don't expect one blog shoutout to gain you an album review or interview overnight, but over time, the communication will pay off.
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Also, don't forget to show the same appreciation for the local websites and music blogs that cover your music! You never know where certain writers and editors will end up over time, and rest assured they will remember the artists who took the time to share and thank them for their posts.
7. Find creative ways of promoting your music
In today's hip-hop climate where so much music comes out on a daily basis, it's not easy to stand out among the pack. Therefore, it's important to brainstorm creative ways of promoting your music so it contains a memorable quality from the perspective of the masses. From attractive merchandise to creating your own app, there are a ton of actions an artist can take that go beyond the standard, "Here is my new album, listen now" approach.
Now more than ever before, hip-hop fans lend their valuable time to the music of artists based off their personal brand and whether they are likeable, entertaining, eclectic, etc. This doesn't mean to change your entire personality if you're a more serious-minded artist, but every talented emcee holds unique, individual attributes that fuel the quality of their music. Find what makes you special as an artist and utilize that message when discovering new methods of promoting your art.
8. Avoid negativity and unnecessary controversy
Hip-hop has a particular stigma of being negative and promoting the harsher realities of our society such as violence and drug use. Many artists find themselves caught in the trap of the tough neighborhoods they grew up in and take lessons they've learned from the streets with them into the music business. While some of these experiences can come in handy when channeled musically and put into a proper business perspective, there are often times when hip-hop artists hold grudges, burn bridges, and become the first ones to jump into unnecessary and harmful controversies.
No matter who you are or where you're from, it's easy to become jealous of your peers who may be experiencing more success than you, yet this is the last emotion you should be focusing on as an indie artist. Observe and learn from artists who are on the rise, avoid the gossip and controversy that so many people become lost in, and focus on your own path as artist. Once you shed the negativity from your life and use the success of others as further inspiration and motivation, you'll start to see this positive attitude lead to positive results.
9. Never forget where home is
Rappers have always had a particular affinity for representing their hometown within their lyrics. And while the regionalized aspects of the genre have become less important over the years, it has not changed the amount of pride artists showcase for where their journey started. From Kendrick Lamar creating a classic album based on his adolescence in Compton to Drake bringing OVO Fest to Toronto every summer, the most successful emcees tend to have an unwavering, loyal, home-field advantage. The independent hip-hop game is similar in the respect that no matter how far away your music takes you, the foundation of your fanbase usually stays put. Therefore, always make sure to do something special for your city whenever you're back home. From special shows to free meet-and-greet events, make sure that the people who supported you from the start feel the appreciation that you have for them.
10. Invest in your music
The best way of achieving long-term success as an independent hip-hop artist is continuously reinvesting back into the music. When you make money from a live show or new merchandise, take a percentage and spend it on new studio equipment or for management compensation. Buying a new car or the latest pair of Jordans may seem fulfilling in the short-term, but that high wears off a lot sooner than you might think. Long-term success requires a responsible, financially sound business plan. Being smart with your money is a necessity in taking these previously mentioned action items to the next level and, ultimately, achieving independent success.
Eric Bernsen is a marketing/public relations professional and music journalist who specializes in the genre of hip-hop. You can find more of his work at HITPmusic.com (where he is an editor/writer) as well as HipHop-N-More.com, where he contributes album reviews. Follow Eric on Twitter @ebernsen.
