It’s 2012 and the music industry is in its most interesting state ever, in my opinion. On the one hand, we have artists who are purely about musicianship and raw talent i.e. Adele and on the other we have gimmick artists like Nicki Minaj. Both successful but from two totally different perspectives. One is crafted solely by the engine of the industry and panders to whatever trends are hot while the other has brought back that feel of true artistry.
I want to encourage artists, producers and beatmakers to think. Think not just about what sells currently or what is the next shock value gimmick that can be employed for the sake of remaining relevant, but instead try to craft your songs, beats and videos with a kind of cutting edge creativity. Here are some examples of what I mean, little things that may make a difference:
Look at the success of Odd Future (OFWGKTA). Even though a lot of their music is filled with what I like to call shock value content, which in itself may be seen as a gimmick, they certainly get an A for effort. They are unique and as such have garnered a cult following.
Think outside the proverbial box. Boxes are stifling….and square.