“Listen to my Mixtape,” “Support my Movement,” “Come to my Show!” These are just some of the many things we hear every day when we log on to Facebook, go to a club, or even walk to the grocery store. In today’s RVA scene it seems like everybody “raps,” but how many actually have their credentials together?
“Listen to my Mixtape,” “Support my Movement,” “Come to my Show!” These are just some of the many things we hear every day when we log on to Facebook, go to a club, or even walk to the grocery store. In today’s RVA scene it seems like everybody “raps,” but how many actually have their credentials together? There is a difference between being an established artist and, well, just a person that raps. I have recently talked to a lot of RVA local artists and promoters to get their views on what it takes to get to the next level with your craft, and how to be a smarter and more established artist.
“10% is the Music,” says local artist James Dangle. First things first: have you registered with BMI, or ASCAP? These are performer’s rights organizations, who keep track of your copyrights, which you register through your own personal publishing company. Registration for BMI is free at bmi.com. It is one of the most important things to have, because it ensures that you will get paid if a radio station plays your song, or if your video gets on TV. Since it’s free, there is no excuse why you shouldn’t have a publishing company set up. ASCAP is a little more complicated and pricey, but considering that BMI represent everyone from Mariah Carey to Fats Domino, you should be fine sticking with them.
“Do you have a brand, or a trademark?” That’s just one question asked by Promoter Redd Xclusiv. “There’s too much of the same thing happening in RVA,” he continues. Originality is the key, and without a brand, how will you be able to differentiate yourself from the next artist? Registration of a trademark is a complicated process, one that may not be right for you, but it’s important to at least be aware of your options. Basic explanation of federal registration of trademarks can be found online at The US Patent Office’s website. Once you’ve registered your brand, get a good team behind you with a drive just as big as yours to help promote you through social networks.
OK, so now you’ve got the Social Network game on lock. So what? “Networking to the streets is one key part [of] the local grind,” says Artist/Promoter Chi-Chi the Kid of Young Richmond Outkasts. One key is having your face shown. “The internet is a lie,” local artist Black Liquid mentioned to me. “Your numbers don’t mean much these days, unless they’ve got a dollar sign in front of [them].” That means you need to physically talk to people, talk to other artists, and share music. “Supporters get supported,” says promoter Memph 10. Unity starts with “U”. Go to local shows, even if you’re not on the bill. Showcase yourself. Experiment, and show the people you’re not afraid to stand out. Make business cards to hand out with all of your latest info. Hearing you is one thing, but physically seeing you on your grind is what captures the attention of the people. There’s more to it than a “share” or a “like”.
“Stand out verbally,” says another promoter, Jamil Jasey. Sure, you can have a flow better than Jay-Z, but if you sound like you recorded in an airport bunker, who would pay attention to your wordplay? Your recording and lyrical content plays a big part. Whether it’s “trapping all day” or “everyday struggle,” you have to have a good intro, catchy hook, and a good ending, and you have to “make the beat.” Make people want to hear what you say, and not just nod to the bass line. Let them walk away unconsciously repeating the chorus, and tapping their feet days later.
These are some basic tips from those who’ve been willing to establish themselves in order to get to the point of getting noticed. I myself learned a lot in researching and talking to local emcees and promoters. So with that said, ask yourself, “Will I Get A Deal?” You decide.
