I have been a fan of Tech N9ne for the past 5 years. He is my favorite rapper of all time, and I don't think that will ever change. He is also the most successful independent artist of all time, as most of you probably know. However, as successful as he is, I feel like he and Travis don't really know how to manage a label and utilize their artists in the best possible way.
Mac Miller proved this year how ineffective Strange Music is by releasing his debut album (independently) and selling more than Tech's 14th. That's sad. That needs to be a wake-up call. I recently stumbled across a Strange Music blog post that said, and I quote, "2011 was an outstanding year for the #1 independent hip hop label in the world". I laughed out loud when I read that. What about 2011 was outstanding for Strange Music? All 6's and 7's placed at #4 on the Billboard charts and did about 50,000 the first week, and that's great for Tech, but that's about it. The problem isn't really with Tech, its with the other members. Strange released 4 Non-Tech albums this year (Preserved, Follow Me Home, Coathanga Strangla, and Damn Fool) and 2 Non-Tech EPs (S.I.C. and Red-Headed Stepchild). Out of these 6 projects, I feel like none of them could be considered "successful" by any means and were mainly only heard/bought by diehard Tech N9ne/Strange Music fans (with the exception of maybe Follow Me Home).
Ask anyone at school, work, church, the bus stop, etc. if they know anything about Strange Music or any of its members. 90% of the time, they won't. Why is this? It probably has something to do with the fact that most of Strange Music's very limited promotion goes directly to Tech N9ne, which kind of makes sense seeing as how Tech is their #1 priority and cash cow. So how do the other artists create a buzz/popularity? Easy: THEY HAVE TO DO IT THEMSELVES. Jay Rock is easily the second most popular member of Strange Music, and that is simply because he has created his own buzz along with the other members of TDE/Black Hippy. Actually, Jay Rock would probably be in the same place he is right now (popularity and sales wise) if he DIDN'T sign with Strange Music. Look how well Kendrick is doing (yes an underground artist people actually KNOW about, crazy huh?).
I understand that a big part of Strange Music is touring. And that's cool and all but if the artists want themselves and this label to be relevant, they have to do more. What have we heard from Strange Music since WTSL was release? Nothing. No singles, no release dates, nothing. When is Kutt gonna drop those mixtapes? What happened to Lynch's EP that he just decided not to do? When are Stevie and Mayday gonna put something out? It seems to me like either the label or the artists themselves just aren't doing everything they can and that frustrates me because I know there is a TON of talent there and I hate to see it wasted. Thank you for reading. Flame away lol
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Permalink Reply by 816 BITCH! on December 17, 2011 at 3:03pm Wow, you said a lot up there. I agree with you on almost all of it. You have a good point about the artist having to do the work on their own. Thats what artists signed to major labels do if their albums dont get promoted or they get pushed back (jeezy just dropped 2 mixtapes while he was waiting for TM:103 to come out)
Good point about jay rock as well, jayrock did what some of the artist on the label didnt do before they got with tech, PUT OUT THEIR OWN MUSIC. Thats why i think that jayrock will be next inline for strange because he already puts in his own work, that makes strange just an added bonus.
This also makes me think of Irv da phenom. Eversince I heard him on the 1st tech collab he has taken the ball and ran with it, he drops project after project on itunes and for free and he even had a few albums before working with tech, and does his own shows. I think thats the kind of hustle it takes for an artist to be successful at strange (if your not tech n9ne)... imo.
Permalink Reply by Anthony Longo on December 17, 2011 at 3:54pm I agree with most of this. see this is the really sad part, yes tech has been at this forever but he still isn't really "mainstream appealing" i realized the other day that i didn't pick this music, it picked me to be honest i consider it a blessing to be able to listen and fully appreciate tech/SM music for what it is. IMO tech's music is to complicated for the average music listener. my point is that if tech cant break into the industry and be a household name, no one on the outside of the scene will care about any other artists on this label until its "cool" to like tech. so at this point, i think that extra promotion is a waste of money for the most part.you need the superstar's jerseys to sell before you can sell the role players jerseys ya feel me?
Sean Schipper said:
I feel most of the releases this year have been good quality, with the exception of Preserved. Chs, damn fool, wts, all good albums imo. Same as the eps which I feel have been really solid.
Mac miller either paid for his exposure, or he sucked a lot of dick to do it. Yeah tech could put pay to get fuck food or worldwide choppers all over the radio and tv. But he's said it a few times, we aint kissin no mothafuckin ass to be accepted.
And at the end of the day his music is for a certain group. He is so versatile that, in theory, he should apeal to the masses, but it seems as if some people are blind to his talent. My gfs brother was like, he's just too much.
Some people want to sleep on tech, and he keeps trying to push himself out there but getting the same sales back.
I agree that more needs to be done promoting their existing roster of artists, rather than sign a bunch of new ones.
I think scoobs album could have been pushed more. There were some tracks on there I feel had potential as singles.
Overall though I feel it was a good year for strange. They released a bunch of good products, but I think they just need to take their time instead of just pumping out albums for the sake of new material.
Permalink Reply by John Doe on December 17, 2011 at 4:48pm Yeah just saw that. I'm glad he isn't mad or in trouble or anything. Makzilla seems to have read this as well.
Not thereal Tecca Ninna said:
@RealYoungBleed Where'd your tweets go? I hope I didn't get you in trouble with the higher ups lol
@KarieGerome na dats good lookn!!!
Permalink Reply by EMStaz on December 17, 2011 at 8:36pm @Anthony Longo, I get what you're saying about needing the superstar to be popular before you can expect anything else to pop off, but the great thing about Strange Music is that they have plenty of different styles. I've got a friend that isn't really into Tech. He heard plenty of Tech hanging around me, but once I started showing him Kaliko's stuff, he was hooked on that. Another friend of mine prefers Kutt, and there are plenty of people that love BLH's stuff.
Strange Music seems to focus so much attention and effort on Tech's music (which we all agree is because he basically IS the label), and Tech puts out so much damn music, that nobody else has any time to breathe, it seems.
Why not give the artists the time they need/want to make music that they're happy about, drop a single to get some buzz going, wait a week or two then announce a release date 2 months or so ahead of time. If there are bonus tracks, exclusive versions of the album, pre-order specials, etc. these should be a part of the announcement. A nice YouTube promo video and some sort of "official announcement" on the site would be just fine. During the time between the release date announcement and the actual release, run a bit of promo. Do some uStreams, some non-concert meet and greets or have the artist post an interview or two on YouTube, promoting the album in their own words. Then, about 2-3 weeks before the album release, drop another song. The whole time, do some promo for the album. Do some giveaways, drop some quick videos of behind the scene footage ("The Making of ______") to give people a taste of what is about to happen to their ears.
Hell, you could sensibly promote 1-2 artists at a time, like that. Any more and I think you're just going to saturate the fan base and the artists won't get their time to shine.
Example (All Dates and Titles Are Completely Made Up - and probably lack some creativity):
Let's say Kutt was working on a new studio album titled "Forever". A few tweet updates about recording some songs pop up in January and around the second week or so, Kutt does confirm that he's been working on his own album. Now, we'll all start talking about it, getting a little stoked for what's going to happen.
Early February rolls around, and a video pops up on YouTube (Behind the scenes of "Forever") of Kutt and Krizz, maybe Tech & whoever else in the studio, mixing some things, maybe a snippet of a verse. We'll talk about that for a few days and once that interest dies down, say around the second week of February, Kutt drops the bomb that he'll be releasing a video for his single "No Rest" on the 17th of February. Boom, forums light up, we'll be talking about it. Video drops. Now, at the end of the video, there is a release date for "Forever". Let's go with April 10th. Then, the official announcement comes and the preorders start.
Around the early part of February, let's say Stevie Stone drops word that he's been working on an album, too. Low key so that it doesn't steal the building buzz from Kutt, but a few days after the Kutt video drops, Stone could hop on uStream with Kutt. Talk about "Forever", and talk about the fact that Stone has been working on an album too.
The buzz starts to build for Stone, and is in full force for Kutt. Now you start that cycle with Stone, and get his single dropped around the last week of March (bonus points if it features Kutt, double the promo). Kutt's album drops on Apr 10th, about that time you announce Stone's album for May 29th. That gives Kutt, and SM a few weeks to press for "Forever", and then a few weeks to ramp up the Stone campaign before his album drops. Then, you give them both a month or so of heavy promo (during this month, start leaking some information about Krizz or another artists new album) to boost sales. I'm talking main page, banners, featured in the SM store, reviews, blog posts, top news kind of stuff.
Granted, I'm not in sales, marketing, or anything like that. But as a fan, I think that would work best to gain my attention. (Although, with as much music as Tech pushes out, it's hard to not let him steal the spotlight)
Permalink Reply by EMStaz on December 17, 2011 at 8:52pm Also, what the hell is up with this website? The main page is cluttered as hell, and reminds me more of a blog site than a record label site. Why not change the main page to strangemusicinc.com (not redirect to therealtechn9ne.com), and update the damn thing. With the concept of Strange Music, and the type of personalities you've got on the label, I'm sure you could get something that represents them a hell of a lot better. Something a bit more polished and up to date, too.
Give each artist their own page (designed to match their personality). Each artist section could include feed of their tweets on a side bar, a section for relevant blog posts and any relevant record information. Have an mp3 player available to play any new songs (or old favorites). And a section dead center for any news, videos, information, etc.
On the main page have all SM related information. A section for Tour Dates (with an icon that shows new ones added), for artist relevant dates (Single releases, album releases, meet and greets, interviews, etc), photo section, videos, the store (which I think could be updated, too). And by default, a "featured" section, where the most important shit goes (artist promooooooo)
Permalink Reply by John Doe on December 17, 2011 at 9:37pm Once again, thanks to everyone for reading and commenting. It turns out that Makzilla has indeed seen this topic and seems to have liked it and is willing to spread the message, so if anyone else has any suggestions or comments to make, please feel free!
Permalink Reply by Dave Weiner on December 18, 2011 at 2:55am My name is Dave Weiner and I am the Vice President of Strange Music West.
Permalink Reply by ֆӄʐ ♔ on December 18, 2011 at 3:36am Well, the budget thing is obvious, but we see and hear next to nothing when it comes to releases that aren't Tech. Most of us here didn't even know Big Scoob dropped his album 'til a week or 2 afterwards. Kutt's RHSC dropped under everybodys noses, as well as others. Sure things are expensive, but Tech doesn't even Tweet these releases, that right there would be an extra 150,000 open eyes and ears. They aren't selling because people aren't hearing about it, or getting hyped about it.
Dave Weiner said:
My name is Dave Weiner and I am the Vice President of Strange Music West.
I work with Travis and Tech.I felt the need to shed some light on a few issues that are apparently misunderstood. My goal is help our family understand the mechanics of our operation so we can be productive with these discussions.There is a basic business fundamental that is being disregarded here. Budgets! How are budgets established? Why does Lynch see a larger budget than Stevie Stone? Our distributor (Fontana) provides us with our projected ship number (how many records will be sent to retail) on each artist and from there we assign a budget. The more we ship means the more we have in our budget. I will get into this later however we are only shipping 20% to 30% of what we used to ship which means we have lost 70% to 80% of our budget. This is a business and we have to shift with the economic landscape; which currently resembles a napalm torched field.Like every record company (including the majors) we are all just trying to stay a float. That means that we are forced into identifying new ways of developing artists for less money. Our entire existence relies on finding new and unique ways to develop talent while selling very few records. Also, spending more money on developing artists doesn't translate to shipping more records. Why? Because the retail portion of the industry is no longer interested in developing new talent. They are out of that business. They are only interested in the top 10. Also, digital sales have plateaued and are now declining so we are not supplementing our loss at retail with digital.Using Mac Miller as an example to prove how "ineffective" we are at Strange is a poor representation. First off, congrats to Mac and any independent artist that is identifying a path of success. That is great for all of us and music in general. In Mac's case, he had Atlantic Records support even though he independently released his record through In Grooves/Fontana. Mac struck a nerve with tween and teen females. Females are great fans because they really support their favorite artists. The point is that we are thrilled for Mac's success and can't waste any time on worrying about what other people are doing. We would have thrown in the towel 10 years ago if all we cared was what everyone else did. We spend that time and energy creating a healthy business environment that allows Strange to continue to develop new talent.As far as artists having to contribute to their campaign, that is correct. This would apply to major and independent artists.If you haven't figured this out already, everybody can rap. Rapping is the easy part. Hustling is the hard part. If I have 10 incredible demos and one of the artists has developed himself online with 13 videos and constant interaction with his/her social networking sites, why would you reinvent the wheel and start from scratch. Once we have identified that individual, our job is to compliment, finance and nurture that process. Then, put them on tour and begin the lost art of artist development.The cost to send a new artist out on our tour is staggering. We could spend that money advertising online or we could spend that money sending that artist on tour. This is what we do, fan by fan. Built by Tech N9ne. That is why our foundation is so solid. This is why we had the luxury of celebrating our 10 year anniversary. All that matters to Strange is continued growth. Even if that growth is slow and steady. Our efforts are true and sincere. Tech and Travis elect to develop new talent and could make more money if they only released Tech N9ne records, however, we believe in good music.We are excited about 2012 and all of the releases we are currently working on. We hope our efforts on Krizz, Kutt, Mayday, Stevie, Prozak and other Strange artists are well received as we head into 2012. I can't think of a better, more efficient way to develop talent then sending them out on a 90 city tour touching 100,000+ fans. We are also REALLY looking forward to wrapping up the Brotha Lynch trilogy as this will make hip hop history with its conclusion.One last thing that I have wanted to discuss was the conspiracy that Tech and Travis wont let another Strange artist sell more records then Tech. I hear this on a regular basis.This is absolutely incorrect as we welcome and invest in the opportunity to prove that theory wrong.Dave Weiner
Permalink Reply by Dukecityspecialist on December 18, 2011 at 4:16am what i think would make a difference is if the artists themselves would participate in the forum like cognito did. he was constantly answering and interacting with the members on a regular basis. When the artists connect on a more personal level aside from a meet n greet the fans seem to connect a hell of a lot better. Also instead of seperate links for each artists website I think it would be more efficient to have the different artist section within this forum. Causing the users on this site to have to register or the the thought of registering all over again can be a deterrent. just my opinion though . what the fuck do i know
Siikez said:
Well, the budget thing is obvious, but we see and hear next to nothing when it comes to releases that aren't Tech. Most of us here didn't even know Big Scoob dropped his album 'til a week or 2 afterwards. Kutt's RHSC dropped under everybodys noses, as well as others. Sure things are expensive, but Tech doesn't even Tweet these releases, that right there would be an extra 150,000 open eyes and ears. They aren't selling because people aren't hearing about it, or getting hyped about it.
Dave Weiner said:My name is Dave Weiner and I am the Vice President of Strange Music West.
I work with Travis and Tech.I felt the need to shed some light on a few issues that are apparently misunderstood. My goal is help our family understand the mechanics of our operation so we can be productive with these discussions.There is a basic business fundamental that is being disregarded here. Budgets! How are budgets established? Why does Lynch see a larger budget than Stevie Stone? Our distributor (Fontana) provides us with our projected ship number (how many records will be sent to retail) on each artist and from there we assign a budget. The more we ship means the more we have in our budget. I will get into this later however we are only shipping 20% to 30% of what we used to ship which means we have lost 70% to 80% of our budget. This is a business and we have to shift with the economic landscape; which currently resembles a napalm torched field.Like every record company (including the majors) we are all just trying to stay a float. That means that we are forced into identifying new ways of developing artists for less money. Our entire existence relies on finding new and unique ways to develop talent while selling very few records. Also, spending more money on developing artists doesn't translate to shipping more records. Why? Because the retail portion of the industry is no longer interested in developing new talent. They are out of that business. They are only interested in the top 10. Also, digital sales have plateaued and are now declining so we are not supplementing our loss at retail with digital.Using Mac Miller as an example to prove how "ineffective" we are at Strange is a poor representation. First off, congrats to Mac and any independent artist that is identifying a path of success. That is great for all of us and music in general. In Mac's case, he had Atlantic Records support even though he independently released his record through In Grooves/Fontana. Mac struck a nerve with tween and teen females. Females are great fans because they really support their favorite artists. The point is that we are thrilled for Mac's success and can't waste any time on worrying about what other people are doing. We would have thrown in the towel 10 years ago if all we cared was what everyone else did. We spend that time and energy creating a healthy business environment that allows Strange to continue to develop new talent.As far as artists having to contribute to their campaign, that is correct. This would apply to major and independent artists.If you haven't figured this out already, everybody can rap. Rapping is the easy part. Hustling is the hard part. If I have 10 incredible demos and one of the artists has developed himself online with 13 videos and constant interaction with his/her social networking sites, why would you reinvent the wheel and start from scratch. Once we have identified that individual, our job is to compliment, finance and nurture that process. Then, put them on tour and begin the lost art of artist development.The cost to send a new artist out on our tour is staggering. We could spend that money advertising online or we could spend that money sending that artist on tour. This is what we do, fan by fan. Built by Tech N9ne. That is why our foundation is so solid. This is why we had the luxury of celebrating our 10 year anniversary. All that matters to Strange is continued growth. Even if that growth is slow and steady. Our efforts are true and sincere. Tech and Travis elect to develop new talent and could make more money if they only released Tech N9ne records, however, we believe in good music.We are excited about 2012 and all of the releases we are currently working on. We hope our efforts on Krizz, Kutt, Mayday, Stevie, Prozak and other Strange artists are well received as we head into 2012. I can't think of a better, more efficient way to develop talent then sending them out on a 90 city tour touching 100,000+ fans. We are also REALLY looking forward to wrapping up the Brotha Lynch trilogy as this will make hip hop history with its conclusion.One last thing that I have wanted to discuss was the conspiracy that Tech and Travis wont let another Strange artist sell more records then Tech. I hear this on a regular basis.This is absolutely incorrect as we welcome and invest in the opportunity to prove that theory wrong.Dave Weiner
Permalink Reply by ₡₱♛ on December 18, 2011 at 6:37am Anyone who has said "Strange wont let another artist sell more than Tech" is clearly unintelligent and should stop talking for the rest of their life. They clearly don't understand the point of a business.
As for the rest of your post: Thanks for that, I'm glad you took the time out of your day to explain some things. Now, I'm not going to pretend I know enough about the behind the scenes stuff that goes on at Strange Music, but there are some things I mentioned in a few other posts on this thread that I wanna bring up.
1) The artists can definitely help their own cause more. The extensive touring helps tremendously, obviously. But there are many more ways the artists can market themselves when they are not on the road. Cognito did a great job of this during his short stay on Strange. By doing a million Ustreams with fans and posting fairly consistently on the forums here, he connected with a bunch of people. These people felt more inclined to purchase his album since he seemed like a real down to earth person. Like I stated in another post, I'm sure Cog would have sold a whole lot less had it not been for those fan interactions. I would like to see other Strange artists helping their own cause a little more.
2) The label can do a little more to keep the fans updated. Big Scoobs EP was delayed, but no official announcement was made. The date came and went, and wasnt brought up again til a late preorder went up. Klusterfuk is delayed, but no announcement. Lynch's Halloween EP was cancelled, but this was only discovered through Lynch's tweets. Kabosh is a myth that has missed at least 2 release dates. Cognito left the label, but 50% of fans don't seem to know this. There wasn't an official announcement like there was when Skat & Snug left. The lack of communication causes confusion among the fans.
3) Music videos. I can understand if there just isnt enough money in an artist's budget to afford more than one music video per album (besides Tech). A lot of Strange albums had 2 tracks that were clear possible singles, but a second video is never made. Making a second video would definitely help market an artist, but again I understand if it isnt in the budget. One thing that is much more controllable, however, is the choice of songs for videos. In my opinion (and it seems like a lot of other people's opinions too) many of the songs chosen for music videos have not been very successful singles. I'm not sure what Strange Music's process for choosing lead singles is, but maybe a little more time should go in that area.
Overall, you guys obviously have been successful so far, and I hope it continues to grow.
Dave Weiner said:
One last thing that I have wanted to discuss was the conspiracy that Tech and Travis wont let another Strange artist sell more records then Tech. I hear this on a regular basis.This is absolutely incorrect as we welcome and invest in the opportunity to prove that theory wrong.Dave Weiner
how about this quit signing bullshit artists that dont have any popularity (prozak) and use your money a little bit better and get somebody that can give you that 1 000 000 in the first week. this is the only reason strange isnt at the top.
how about this quit signing bullshit artists that dont have any popularity (prozak) and use your money a little bit better and get somebody that can give you that 1 000 000 in the first week. this is the only reason strange isnt at the top.
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