All Sold Out!!

"Writin' rhymes, tryin' ta find our spot off in that light
Light off in that spot, knowin' that we could rock
Doin' the hole in the wall clubs, this shit here must stop
Like freeze, We makin' the crowd move but we not makin' no G's
And that's a no nooo..."
- Andre 3K "Elevators" by Outkast

We've all heard the saying before that the music business is 10% "music", 90% "BUSINESS".

This rings to be true.

Many (if not every) recording artist that is out right now (no matter the genre) is MERELY using music as a stepping stone in creating a BRAND for themselves that includes music, but definitely not limited to it. Movies, television, clothing lines, soft drinks, cologne/perfume, underwear, footwear, real estate, reality shows, internet sites, cell phone companies, record labels, TOYS...not to mention endorsing such products from existing companies have all catapulted many artists to spots on the Forbes most paid entertainers list and other accolades. With little thanks to actual MUSIC, we have seen rappers transform into moguls leading a path (or dream) for EVERY nigga in the hood to become such an entrepreneur.

I'm not opposed at all to people who are capitalizing on their celebrity...in fact, I encourage it. Shiiiddd...that's what you're suppose to do.

However, when you start compromising your own personal integrity to sell a product, that's when I take issue. That's when you're a sell out. Now for the youngins who may only be familiar with terms like "hater" and "swag", a "sell out" was a word that we used to throw around all the time when somone wasn't being true to themselves. In youngster hiphop terms, a "sell out" is the same thing as a "hater"...except they were really only hating on themselves and their culture while taking away from their own character.

It's a real slippery slope though. Many people labeled M.C. Hammer (watch for his new show if you dare) a sell out when he made commercials for KFC, Taco Bell, Pepsi, and even endorsed British Knights. Those endorsements made him millions and also branded him a sell out amongst his peers. Oh yeah, I almost forgot, he did have the M.C. Hammer doll complete with a Saturday morning cartoon. Same thing with one of my favorite rap groups Kid 'N Play. ***SideNote: I almost typed "favorite rap duos", but I'd be remiss if I didn't recognize DJ Wiz's position in the group. EndSideNote*** For the most part, they made fun-loving music, yet they were still given the side-eye amongst their peers when the cartoon and "House Party" movies franchise took off. Were they sell outs?? END SIDENOTE***

A lot of the more gangsta rap shyt I used to listen to proved that there was no room for endorsements and shyt like that. Until...



"Told all my friends / Don't drink 8ball (OldEnglish 800) cause St. Ides is givin' ends"
- Ice-Cube "Steady Mobbin'"

All of a sudden, it was the cool thing to endorse these companies.

This was ground-breaking. Cube, Wu-Tang, Biggie, 2Pac and Snoop, Dr. Dre, MC Eiht, King Tee, and others all endorsed the malt liquor. Whether they drunk the shyt or not...I doubt it. But they were making their cheese. Were they sell outs??

Before I knew it, you had emcees who were legions away from being considered commercial such as KRS-ONE and MC Shan in a boxing ring rapping about Sprite. Were they sell outs?

"Forget this rap shit, I need a new hustle / A little bit of everything, a new improved Russell" - "The Prelude" Jay-Z

It was a wrap from there. Jay-Z got a sneaker deal with Reebok...50 Cent followed suit and started selling water in addition. Lil' Jon and crew slung energy drinks...followed by Nelly and Ice-T. Diddy's actually winning awards for his clothing line and setting sales records for his cologne. And thanks to Russell Simmons, everybody and their mama is pushing clothes and accessories. Did they all sell out??

Meanwhile...

Record sales are slowly diminishing.

Earlier this year, I heard a Keith Sweat commercial advertising chicken McNuggets. That's right...CHICKEN MC-fuckin'-NUGGETS!! I'm not the biggest Keith Sweat fan, but damn, it's funny what a check can do to some people.

AND...

Just recently, my favorite producer of all time, the good ol' Dr. Dre has just recorded some television spots for Dr. Pepper. I don't see the connection at all between the beverage company and one of the architects of the gangsta rap music I'm so fond of. Maybe I need to be a "doctor" of psychology to understand this.

***SIDENOTE: I do know that on a short skit on NWA's "EFIL4ZAGGIN" tape, Eazy (Muthaphuckin') E sung, "I'm a nigga, he's a nigga, she's a nigga, we some niggas...wouldn't you like to be a nigga too?" in the melody of the famous Dr. Pepper commercial jingle. Maybe the two Dr.'s (Dre and Pepper) have been planning this since '91. I. Not. Know. Do the pop company even KNOW that Dr. Dre had this on one of his albums? I have lost sleep pondering questions like these. END SIDENOTE***

It's like NOBODY just wants to solely make music nowadays. Even cats that rap and produce such as David Banner acknowledges that Hollywood checks are WAY better than checks from music.

Yet, they STILL wonder why the sales are falling????

Seems like a no-brainer to me.

Before, everything was geared towards promoting, marketing, and selling the album. In this day and age, the album is basically the promotional tool for selling the brand. This takes focus out of putting together the best possible album because now the artists and their management are more concerned about endeavors that will bring more income as oppose to quality music.

GOOD music is my life's soundtrack. And although I'm not knocking anybody's hustle, don't expect me (a fan) to purchase subpar music. In the words of a great poet Marshall Mathers, "We're the ones who made you."

I really didn't have a point with this post, just wanted to get the shyt off my chest. Much love and continued success to all the artists out there who continue to give my life a background beat. Hope the rest get a clue.