Franklins Weekly
Issue 39
We've all perhaps read about the shift in hip hop distribution and the labels role for artists. Labels have played some terrible cards throughout the years: keeping Lupe Fiasco from releasing music during his best years because they wanted his songs to sound differently compared to how he wanted it. Same story with Big K.R.I.T. And if you would make it on your own, the labels would pay major money to radio stations to not play your songs. Well, as we all know, the streaming industry has changed the distribution: it's not completely reliant on radio stations anymore and because of that, labels have a reduced influence (albeit a lot, still).
Playlists are the new radio stations. Take Rap Caviar as an example, the biggest Spotify playlist for hip hop. It has 10.7 million subscribers right now and is hence a major controller of what is popular and what should become popular. It was started and maintained by one person up til recently: Tuma Basa. He could make an artist an overnight success. Take Lil Uzi Vert, who wasn't mainstream til he was featured on Rap Caviar, and leapt to over 1 million listeners directly afterwards. Why Lil Uzi Vert though? Well, someone turned the rocks and uncovered that Tuma Basa had received trips, exclusive hotels, private flights and fancy restaurant visits paid for.
So one person is directly affecting what 10 731 144 people are listening to. In an age where we're worried about receiving news from only one source, and hence only receiving one side of the story, should we be worried about receiving music from only one source? Should we depend on one playlist to promote new artists?
Of course it's easy for me to write about this, running a playlist on my own, but here's an attempt. You know how there's a Small Business Saturday where it's promoted to purchase from your local stores instead of the large malls and corporate chains? Well, I'm introducing Small Playlist Wednesday where I encourage you all to find a new, small playlist and give it a try.
Speaking of small labels and playlists. This newsletter is all about one label, Dreamville. It's not one of the big five, but a smaller one. It's J. Cole's. So here's a couple of artists from that label who are all paving their own lane in this huge genre.
|