Knives Out in the Rap Business
With the announcement of the murder of rapper Obie Noir, this latest killing got me to thinking about the music business. The genre of rap in particular, seems to attract all manner of ne’er-do-well that participate in the culling of young lives. This thinning of the ranks, really stood out with the murder of Nipsey Hussle, shot dead outside his own business. As the body count rises, one question comes to mind:
Who in the hell would want to risk their lives by entering the rap game?
Just looking at the odds of "making it" one quickly realizes, they're not good. Not only are you competing with aspiring rappers who've gone before you, but the new crop that springs up each year. Looking at it from a business perspective, you're very unlikely to be selling out arenas and stadiums like major pop stars do. There's a reason that artists rap about going to the club, because that's the size venue the majority will will inhabit.
Unlike pre-pandemic baby boomers who were willing to shell out $1000 each to see Madonna twerk onstage, the audience for rap just isn't that flush with cash. So the amount that can be generated by all but the most successful rappers is limited by the market itself. It doesn't begin to approach the hordes that lined up for tickets to see Michael Jackson or One Direction.
Pop stars are making bank, not killing each other...
Then you have the gang-infused violence that comes from the hip hop world and the petty jealousies that abound. I've read articles of two rappers in the same town. One has been working at it for years and remains unsigned, he now sees a competitor swoop in and ink a deal quickly.
Now, he has to watch his nemesis get signed, which causes a slow burn of jealousy and hatred, which often turns violent. Shootouts, robberies, carjacking, what would ever posses a person to want to be a part of that world? The list of murdered rappers is long and growing.
Frankly, If I were getting into the music field, I'd go where the big money and massive audiences are. I'd want to be a pop star and get a hearty slice of that fun non-violent market and live to enjoy my success. Like any business, a calculation must me made while doing your due diligence. At the end of the day, the dangerous rap culture, is something best left to those willing to brave the risks of the dark side of rap.
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This has been going on since the 90's and likely won't change. I think one of the biggest things is that rappers are so up front about calling out other rappers or dissing them. Sure, Taylor Swift had some really vague veiled references to people that fans figured out, but it wasn't really in your face. Rappers will name drop multiple times in a song and that makes it a bit more personal I think. I think the ones that are really being successful are the individuals who understand how important those collaborations are. Look at all of the pop collabs Nicki Minaj has done and how successful she is now.
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That's smart business on her part and she (thankfully) isn't a gangster rapper, living that lifestyle in the hood.
Some of those "beefs" are pre-planned and designed to boost "street cred" and sales. The problem is, that many fans take them seriously and respond violently.
This post was motivated by a friend that wants to move to LA and become a gangster rapper. I was completely astonished and reminded him of our conversation a few years ago about combining genres to build a bigger fanbase.
I'd told him back then that if he was smart, he'd combine rap with country music as it would surprise everyone and make him stand out in the market. He chuckled and bingo! We have Little Nas X and Billy Ray Cyrus in "Old Town Road." A genius move. Both artists expanded their audiences.
I'm waiting for someone to become "The Jazz Rapper" and artfully mix those two. Some smart person will end up doing it.
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Haha, that would be awesome. I do think some of the beefs are fabricated for show, but Suge Knight was genuine thug back in the day. Scary fella that one.
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