Independent Hip Hop

We have been operating under the mantra “it’s not about the music anymore” for some time now. So we been trying to step up our promo and merchandise game. Got some nice t-shirts coming your way soon (hint hint wink wink).

So I walk around telling myself all day that “it’s not about the music anymore”, in a hope to numb myself to the harsh reality(?) that people care more about image than music. And while merchandise and shit like ringtones, clothing, and other trinkets seem to be the absolute must for every artists these days, I started wondering **in my best hippie voice** “when did it stop being about the music, maaaaaan??”

But the further I think back, I can never recall a time (at least in my life) that music wasn’t trying to sell me something other than their CD’s. And I’m not even talking about the usual “fish in a barrel” like Hammer. People you wouldn’t expect – Common wanted me to buy tight ass Gap jeans…. Cube tried to sell me malt liquor… Afrika Bambaataa and Goodie Mob were peddling sprite (I can’t front on those Voltron commercials though – that shit was genius).

Don’t get it twisted – over here at Illamental we are most definitely trying to make a dollar. But here’s the dilemma. We all pretty much find ourselves disgusted with the ravenous scramble for profit that is the music business (especially rap). BUT… if 20 million people suddenly wanted an “Illamental ringtone” we would serve them up with a quickness.

What’s the ledge? Cause I’m not sure we’ve learned it yet.

….now back to “Dancing For Nickels” with your host, Handsome Pete!

This entry was posted on Tuesday, August 28th, 2007 at 6:31 pm and is filed under The Bizness. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.