Sunday, July 19, 2009

Hip Hop Beef Continues To Be An Effective Music Marketing Strategy

Since day one, hip hop has carried with it a creative competitive edge, which makes us all step up and bring out the best of our selves. After all if you are going to rock it, you have got to rock it right. This type of competitive-pride mentality is where I believe hip hop "beef" stems from, challenging all emcee's to be the best.

As a week or so has passed since I made the posts about the music marketing strategies behind Joe Budden/Method Man's beef and the growing feud between Trick Daddy and Rick Ross. I thought I would re-touch on how the massive hype surrounding "rap music beef" is used as a marketing strategy to build a rap artist music brand.

Whether it's coast vs. coast, record labels competing in the same markets, or just straight up lyrical and freestyle battles, there is no doubt that rap music fans every where love their beef ! When it comes to diss tracks, rap artists have us right where they want us, listening closely and paying attention. This can have positive and negative effects on a rappers career in the music business.

Take for example, the most recent beef between The Game and hip hop veteran Jay-Z. Both of these rappers are in the middle of big campaigns for their own projects. The Game, never a stranger to controversy has taken it upon himself to let the world know how he feels about Jay-Z. "I'm So Wavy" was released, The Game taking shots at S. Carter to provoke a reaction from the hip hop audience.

While on tour in the United Kingdom, Netherlands, Spain and Germany among many other parts of Europe, The Game has involved the European audience in chants that denounce the rap mogul Jay-Z, depicting him as an old bitter bastard who is refusing to let the rap game go (in so many words). Also the rapper takes shots at Roc Nation's music, Jay-Z's "criticism" of Auto Tune(with his single "D.O.A.") among other discrepancies that The Game has with Jigga.

Jay-Z, having been in many of these situations before decided it best to leave it at very few words. When asked about The Game's lyrical attacks, Jay-Z has stated "Let him commit career suicide.". Although while this hip hop feud is definitely having a positive effect on The Game's music right now, it is drawing many to question why Jay-Z has not responded with a diss track of his own, giving the fans something new to get immersed in (which could be construed as a negative effect looming on Jay-Z).

Either way, big things are in the works right now for both rappers, who are extremely busy. The Game continues his tour of the eastern hemisphere, building more hype by fueling the media fire, appearing as a guest on radio interviews, and posting video blogs. Every hip hop media outlet right now is getting at this guy for a piece of his mind, which puts him in a valuable position in terms of earning exposure and keeping his name in the eye of the fans world wide.

This definitely builds a big buzz for The Game's upcoming album "The Red Album", which is a work in progress for the rapper, while on tour. Mean while, Jay-Z prepares for his fall release of "Blue Print 3" which is highly anticipated with it's high profile features and big marketing budget. As an entrepreneur, Sean Carter is a smart man, although some would argue that he should make more use of this current "chess move" by The Game. Although I'm sure Jigga has a well thought out marketing plan for his album and his label Roc Nation, which no doubt is currently his primary focus.

As I heard The Game say in radio interview from over seas, "This is hip hop, it's a competition, somebody is always trying to be the best". The Game was also said, about Jay-Z, "He's real slick, and really witty. If he puts out a response diss track, look for that to be on his album [BP3]". Game deserves credit for being a young entrepreneur with that aggressive and and intelligent mentality which surely drives his success.

The rapper also made some comments that I think are worth noting about rap music business. "My fans expect me to react, to have a response". "Hip hop changes faces and you either get with the program or you fall off. To have longevity, you have to change with hip hop, it doesn't change with you.". Words of music business wisdom from a rap artist of the new generation.

Do you find the hip hop beef to be an effective marketing strategy for building an artist brand ?

No comments:

Post a Comment

Rap music business - Marketing and Promoting the Future of Hip Hop