This is a talk one of our lyricists, Alex gave called the Evolution of Hip Hop. It’s over an hour and a half in its entirety but we clipped it down to 15 minutes for simplicity’s sake. Alex outlines the effect certain technological advances are having on Hip-Hop, the role elaborate verses are playing and how it all applies to you.
We call it the evolution of Hip Hop because the artists and labels who aren't paying attention and don't know how to adapt, won't be around much longer. Nine times out of ten, ignorance, pride and/or stubbornness are the roots of an artist's downfall. Whether that be with the artist themselves or executives behind the scene. The mainstream is plagued with textbook examples of this and occasionally you see it in the underground as well. You have to swim with the current, not complain about which way the current is taking you or delude yourself into thinking the current doesn't apply to you. That is nothing more than wishful thinking.
TIME IS TICKING
A lot have seen so much success with one model, they're afraid of anything different. On top of that, when times get tough, they cling to that old model even tighter, not wanting to try anything ‘risky’. We’ve seen this happen, where labels are crumbling before management’s eyes and yet they keep going back to that out-dated business model to fix it. They end up going under and the last thing they were thinking was the business model itself could be the problem. Albums are not the gold mine they once were and they're never going to be again, however individual song downloads are still a good source of money because they cost nothing to make, unlike albums.