If you were an evil individual record executive that wanted to create a system that could extract as much wealth from the artists that you possibly could given the technology that exists right now MH how would it look easy money okay um you create somebody who is the most radical
Persona an image of counterculture Counter Culture as possible and feed them hits that’s it like think about example like so so like me and boogas talk about this all the time which is I think at its corol I think Hip Hop is Black Culture right and I think
You’ve heard from a lot of different perspectives within the Black Culture you’ve heard from the CEO right a Jay-Z which also drug you’ve heard from The Artsy dude Kanye you’ve heard from a stripper you’ve heard from the it’s like what’s the next extreme thing that you haven’t heard from yet what’s the next
Extreme perspective you haven’t heard from yet get that look at sexy red I think sexy red just gonna say that name I think sexy red is I don’t subscribe to this like it’s like a weapon of mass D destruction I just think like it’s the natural progression of things it’s like sexy red
Is I think represents the authenticity that everyone else is almost trying to push she’s like the real deal she’s the real thing and that’s why it resonates cuz it’s like oh very very small percentage of the culture very small but it’s but but it’s impactful but it’s impact and it’s authentic and so
Interesting look at like the progression of the game right it’s like okay but where do you go after sexy red at some point me and Bo talk about this all the time at some point you’re going to hear you’ve heard from the CEO you’ve heard from the drug dealer you’ve heard
From the stripper you’ve heard from the this at some point you’ll hear from the crackhead you’ll hear from the this you’ll hear [ __ ] you will why would it stop at you’re making you’re making a point think about it why would it stop here you’re right cuz you just get more
Exhausted men that’s why women have been making the best music it’s like think about it bro like we’re not stopping here it’s going to go to the next and then the next and then the next and then it’s more extreme oh yeah bro give it 10 years a crack a legitimate like where
It’s like clear that that’s their brand will have a number one song in the world and it is a known crackhead and we will be living in a Black Mirror episode where everyone is rooting and cheering on for the train wreck of a of a c what
Was the first thing you said though you said counterculture right yeah and counterculture is anything that goes almost completely against whatever the mainstream popularity is well and what in my correct me if I’m wrong the culture of Hip Hop at its core and at its Inception was intelligent movement
What’s the antithesis of intelligent movement crackhead being Reckless Reckless okay we’re like kind of close well no no to your point I want to everything right now like why why the old heads are like hip hop is dying is because what is happening is counterculture to the cult of Hip Hop’s
Inception yeah okay the [ __ ] happening in Hip Hop is actually Counter Culture in the culture is hip-hop to The Counter Culture I’m curious about this okay hip-hop I don’t think had a number one album last year right until whatever it was yeah uh there is a form of music that has
Gained I saw this popular and I sent it to the group chat it was so spot on I’m curious your take on it and is country this Rebellion that you’re talking about is this this Counter Culture if the mainstream culture of everybody’s listening to hip-hop and Hip-Hop is it
Might not be representative of every single person in America but it is popular music now is Country Now the most rebellious or counterculture thing to hip-hop and is that why it’s become so popular I think this I think it’s I think it’s not that black and white but
I think there’s a couple things I think it happened with rock music which is subject matter in rock music reached the ceiling where we had heard everything yeah and I think with rap we have heard everything oh you’re also sliding on and op heard that in fact I
Heard it and it was better you’re selling drugs I heard that 50 did it and it was way harder you’re sad you’re emotional you’re sad heard that cuy way better right wa you know what I’m saying it’s like everything that’s happening in rap I’ve already heard the better
Version of it so what haven’t we heard yet so what so so it’s reached this point of we’ve heard all this it’s like at this sort of breaking point where what’s about to happen and that’s one layer of it I think the other layer is people who listen to country and rock
They weren’t on the streaming platforms at first they were still on iTunes yeah right they were still buying CDs they were still buying CDs they’ve migrated they’ve migrated over where now my dad is on Spotify see what I’m saying that was the last of music that was still so
Now you’re getting the audience that was basically country music’s audience in my opinion was last to migrate to streaming but now that they have people are seeing that wow there’s a lot of them H think about so it’s not necessarily there it’s just that they were the last ones to convert and
Because of the conversion of migration now we’re seeing these numbers that look astronomical but those were always the [ __ ] numbers they were always there that’s interesting they were always there been moving yeah they were always there they were just last their own award show that was huge they were just
Last to the party is all that happened in my opinion but also I do think rap’s subject matter has reached a ceiling where there’s no New Perspectives being introduced outside of like the select few which is why like I know a lot of people had Flack for Kendrick’s most
Recent album but in my opinion father time is like one of the greatest songs released in the past 10 years because I’ve never heard a mainstream rapper talk about and I could be wrong right I don’t want to like say that this is the God’s honest truth but it’s like I just
Have never heard a mainstream rapper talk about father issues in that light I thought it was [ __ ] profound I’ve heard mother issues and all that or child abuse he talk child yeah it’s like I think introducing new um Concepts into the Lexicon of rap is powerful and if you
Don’t like the sound of it that’s fine that’s fair that’s taste but I respect that and that’s why I did Santiago was because honestly like Kendrick’s album and really Father Time inspired me to speak on my issues because I was like oh you know oh so it’s safe to do that and
Then I think I also like talked about [ __ ] that’s never been talked about before and this is all forms of art once people see that it can be done they feel way more comfortable doing it themselves as well they just can’t conceptualize talking about like an abusive childhood
Or a relationship with their parents which they might also have but there’s too they’re too locked in this game of how can I replicate what’s successful once you make something else successful they start going well I would also like to try to do that the labels are hanging
On by a threat I’ll tell you this wait who whoa whoa whoa the labels are not going to allow rap to Fall by the wayside like that they’re going to keep boosting and juicing the stream so that it appears that what are yall talking about rap’s not losing steam there’s
Country sure but we’re still crushing no you’re not wow you’re having to spend a lot of money to keep up the facade This Is A Star is Born what is the Lady Gaga movie it’s that Star is Born yeah it’s it’s right now the labels are doing
Everything they can to keep the makeup and the wig and the choreography going M so that it looks like [ __ ] is popping but it’s not it’s not and how does how does that end do they run out of money no I think it’s like every genre I think
I think bro to be honest once again what this is the truth is boring right here’s the truth you know what it is four years ago every CEO was signing every SoundCloud rapper in their cousin you know what they’re about to do sign every country artist and their cousin and
Guess what the country artist like we talked about before they’ll make enough money to cover the loss of the rappers that they’re still Froning M and so it doesn’t matter it’ll always look like a rap’s still doing its thing country’s booming yeah but rap is still crushing
Yeah but y’all are signing the country artist I know because I’m talking to the [ __ ] I saw relationships with the people at the labels and some of them are are are good people and we talk about it all the time where it’s like their whole focus is country artists huh
My theory is the whole focus is look at Morgan Wallen bro are you kidding well he some words ra use bro Morgan Wallen bro Morgan Wallen jelly roll shout out Jelly that’s the man Bailey Zimmerman like all these dudes who are like dudes and women who are coming through this
Vessel of this singer songwriter country twang alternative sort of space that’s who the labels are scooping up like they were doing six years ago with like Lil TJ and Polo G and all those kind of guys it’s like that’s what they’re on now that’s it’s musical chairs bro it’s like
Thinking that these people actually give a [ __ ] about you is the mistake now now now real quick if rap starts to let’s say struggle and Views and streams are harder to come by yeah do you think that rappers will resort to more extreme tactics in order to Garner those views
Or streams and that’s how the art becomes the crackhead doing all these crazy things or the slide on the Ops gets even crazi I need to do something even crazier in order to get the reaction that I did before yes but also it’s like labels I think labels are
Going to this right here you got something L CH uh yeah you got it get a I think um labels are going to continue to prop up rap to attract newcomers MH because put it like this right labels letting rap fall is a bad idea for them because now where the upand cominging
Rapper is going to go to they’re going to feel like well no I’m not going to go over there I’m not going to sign because all these rappers are falling off but if you keep seeing rappers doing crazy numbers you’re like all right so there’s
Still a place for us so they’re going to keep propping it up knowing deep down damn we’re having to spend 30 grand every four weeks to keep all these rappers popped up but these country artists are making millions but you know what at least we’re still recruiting and
And uh and persuading these upand cominging rappers to come over here and they want to keep the rappers so they don’t lose like market share yeah of course m al you don’t this is this is a fact I might even get I don’t know my lawyer will
Probably call me after this but when I left Colombia first of all I bought myself out of the deal um because what does that mean it means they wanted another album yeah right um and I said I’m not doing another album I said okay well we need money this is like layman
Terms like all right cool here’s a million in some change y’all can have it and also part of that was well we want market share on your first 20 songs or whatever the [ __ ] it was that you put out independent what do I give a flying [ __ ] about y’all’s little dick measuring
Contest in the industry meaning those songs meaning like after I leave the label when I put out 20 songs independently and hit Daily Double puts out the market share report where umg has 30% Sony has 20 the Sony wanted to be able to claim my first 20 or whatever
Songs independently as part of their market share even if they’re not with Sony that was what do I give a [ __ ] about y’all’s weird dick measuring contest that you can that you can Flex to the other [ __ ] weird CEO at the Christmas party I don’t give a flying
[ __ ] I’m getting out of here you know what I’m saying but it’s like like that’s what they’re moving off of is market share yes cuzz bonuses are attached with that if you’re number one in maret maret share get a bigger check yeah you as the CEO or whatever of
Course so my theory with uh music genres is that any new music genre it’s going to have its Spike yeah and then it’s going to level out people say Rock is Dead Rock’s not dead it’s just smaller yeah they still rock stations people still no no I don’t know if I don’t
Think it booms again I think it just levels out so it’s like right now we’re in the country boom yeah and it’s going to level out I just think Hip Hop has leveled out we have now we have afro Beats is a new of mus that
Heard I want to say so many hot takes country is not new country’s been around for no but I know what he’s saying but I know what you’re saying new to like streamers and no just like new to the marketplace this is the being this is the first time since streaming
Boom where country was cool to young people yes fair enough but to that point I think um I think we’re once again this is this is a this is really me holding up a mirror CU I’m white so like I feel I can speak on this white people white people and white
Boys and and white chicks with the colleges and sororities and fraternities so enamored by Black Culture right M and for a while and for a while it went from like I remember being in high school and there was pockets of like the goth chicks and people who they listened to like a
Certain kind of music there’s people listening to like you know I went to high school 06 I was a freshman 2010 I graduated 20 minutes outside of Atlanta so like Snap music and D4L and Soulja Boy came and performed at the peper rally and so it was like that era it’s
Like there was the people who were listening to that and and whatever I think now what’s happened with rap is that the people who would have been listening to goth music and Goth artists and punk you know artists whether it was Chemical Romance or whatever it was here’s Lil Pete here’s World here
Hip hop gave every genre a representative ah but now what’s happening the pendulum has swung where it’s like you know what I think I would just rather listen to Just The Goth artist or just the country artist not the country hip-hop mix not the goth hip-hop
Mix there’s enough art like it just it just it’s time right it’s time where it’s like it was all hip-hop dominated we got to really think right it’s been 2024 it’s been 10 11 12 years since like trap boomed and it was a complete insurgence and takeover right where rap
And and and mainly the production of rap and the trap influence was in everything Ariana gr was putting out albums that had trap high hats you feel me it’s like you got the biggest pop stars in the world using hip-hop influence in 808 and [ __ ] like that so I I just think now
Enough time has passed where people are like oh it starts with the artist where it’s like you know what I think I just want to make like some punk Punk pop goth [ __ ] some [ __ ] Boys Like Girls Chemical Romance allamerican reject [ __ ] like I just want to do that
And then the same people who were listening to maybe like the emo version of hip-hop are like oh you know what it was really this that I was looking for this just wasn’t there in 2014 but now it is there and I think I just think that that’s what’s happening it’s just
It’s becom a l more nuanced in their yeah it’s becoming a lot compartmentalized yeah it’s like if you want pop punk emo [ __ ] there’s actually pop punk emo bands that can just fulfill that role and if you want trap rap there’s that yeah I think the past 10
Years rap just bled over to everything and so it was massive and now I think you have people like the Noah KH who are singer song writers and the and the Lizzy maau pin or whatever her name is she’s [ __ ] incredible and and just you know Luke Bryan and Morgan wallins
And Bailey just all these people who who occupy real estate that maybe five years ago belonged to rap fans there was an overlap but now it’s just very clear to those same fans that actually this is just what I wanted Morgan Wallen blew up right and I think within a year or two
Not Morgan Wallen Noah Khan that song stick season it’s [ __ ] incredible sold out Benway Park wow really yes like I think two nights in a row jeez J Wow and it’s like Fenway Park but like you say the name Noah KH in a hip-hop space nobody knows I don’t know I don’t know
Who know you heard the song you but stick season is [ __ ] incredible they’re also probably not buying as many fake stream but you know num you know what to me to me bro like you never know never know I’m just so passionate about is not reflected I’m so passionate about
Great music yeah and I think that is what we’ll always win yeah is is great music and I think a lot of artists and a lot of people that get caught up in why things aren’t working why is hip-hop failing why is this you know what the
Greats are always going to be fine the greats are always the greats are always going to be fine the people who were never that ill will always fall off sorry this is not related to what you said but I just didn’t want to forget it can you talk about industry plants a
Little bit like I hear that term a lot yeah what does that even mean I don’t even know what it means you know what that means to people and it’s so funny because the prerequisite years ago used to be you had to be an industry plan and what industry plant means is basically
Like we only know you because the industry planted you here well that used to be the only way you could be known yeah think about it right it’s like the first time I heard jcole was 09 on blueprint 3 On A Star is Born I remember I bought blueprint 3 and cu’s
Debut on the same day September 9th I think 09 right September 13th something like that that was the first time I heard J.Cole then I heard the warmup and it was a rap and I was a fan he was an industry plant by industry plant standards because first time I hear he
Was on a JayZ album that’s a crazy I think he was already signed to but it’s like that used to be I grew up in Queens and he went to St John’s I believe and he was like I saw him handing out right so you were like early in that way but
It’s like it’s like you used to only be able to find out about artists if the industry pushed that yeah and then the internet opened up and a lot of this like organic rise gorilla movements happened to the point where it was very clear like if you blew up via internet
And gorilla style or if like an industry put put you there and so it started this conversation of nah you’re not as real as them and you know and for me it’s like it it used to [ __ ] with me a lot to be honest people call me an industry
Plan because discredits all the work you did yeah bro cuz I am the furthest thing from from it and if like and I get mad because I’m like one discredits the work but two I’m like damn bro like y’all are missing out on so much inspiration do you understand that like
If you actually realize the truth that you would realize you can do it too yeah you know what I’m saying it’s like bro they want the justification for why they didn’t do it they don’t want to know how they’d rather not do the work and have
An excuse yeah and it yeah BR it’s part of the Neo baby he’s on cuz he cheated not because you’re nice right and you it worked and you figured out the system and you did that your had money so it actually doesn’t count what you did yeah
And it bro used to bother the [ __ ] out of me cuz I prided myself on that it was a part of my identity was my come up you know what I mean like damn y’all about it like especially it came during a time where they were taking away everything
Else it felt like I was like damn y’all taking away that too like that was the thing that was like Teflon like wait y’all saying this now what were they saying and I remember the dude who started the rumor straight up and I’m cool with him now what rumor what what
Were they saying so the rumor was it started on Kanye to the it was a forum yeah right and the Rumor was my dad worked for columia oh and that’s how I got on first of all none of that makes sense right it’s like so then why did I
Have to put out 11 mixtapes yeah oh so he conveniently got hired after the 11th mixtape it’s like okay that’s priz pi.com guys and if you use the promo code Schultz they will match your initial deposit up to $1 so you put up 100 you get 100 for free why don’t you
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