Lil Nas X is a Popstar

This week saw the release of the very much anticipated debut project “Montero”. With features from Megan Thee Stallion, Doja Cat and Elton John, including 2 singles that peaked in the billboard top 5. This album has been one of the biggest this year so far. The album is expected to sell around 125K first week. This is an amazing debut for a Black Queer artist.

The growth of Lil Nas X as an artist has been amazing to watch from being deemed as a fun meme artist to being a Popstar. I am excited to see where Lil Nas X’s career will go from here. From the reaction his music gets from TikTok and Gen Z’s, I expect big things from him and the impact he can have.

I also look forward to the Deluxe there will be a Kid Cudi feature.

If you haven’t already I would recommend giving Montero ago.

My favourite tracks are: THATS WHAT I WANT, SCOOP (feat. Doja Cat) and INDUSTRY BABY (feat. Jack Harlow).

Karl

They act like Two Legends cannot coexist

These past two weeks have seen the releases of Kanye West and Drake. Every post on social media seemed like a debate about whose album is the best. As soon as “Certified Lover Boy” dropped it was called “mid” by all the Kanye fans and vice versa.

We as listeners of music need to stop with the first listen reviews. Artists spend months to years on their projects, and we shouldn’t dismiss their work so quickly.

Both albums are so different from each other and don’t deserve to be compared. They are two albums that should be enjoyed separately.

Donda was a wonderful tribute to Kanye’s mother, elements of Gospel music, the live stream, as well as his ability to get the features to open up made the whole album a theatrical experience.

Certified Lover Boy is what I was expecting from Drake. Hits on top of Hits. Great Intro and Outro, great feature verses, different songs for different fan bases. It is a fun album I truly enjoyed.

Both albums go hard and if they were cut down to 10-14 songs they’d be perfect/potential classics.

We have just gotten out of a pandemic and things are looking up, two of the biggest artist released their much-anticipated album. Kendrick Lamar is about to drop. We have so much more new music coming. We as music fans are finally eating.

Karl Sturch

My Journey into Clothing

Friday, I shared my new creative journey with the public. Over the past few months, I have been designing my oversized jumpers and setting everything up to make sure I can release the product and make sure it moves smoothly. I wanted to share my journey and goals with you.

During this pandemic, I have been wearing a lot of baggier clothes. Baggy clothes add a lot of comfort and style. I wanted to bring this to the “Predominantly Hip Hop” brand so I choose oversized jumpers. “Predominantly Hip Hop’s” colours are pink and blue, so I wanted to add this to the look. Other creatives like Jaden, Carlos Santana, and Flatbush Zombies inspired the Tie Dye look. However, I wanted it to look patchier.

This took a while to make but the process was a learning process. The goals when making this product was to make and offer the best product and express the creative vision, it wasn’t about the money and that’s why “Predominantly Hip Hop”, is donating all the profits made to “Stand Up To Racism”.

I am glad I got to share this with you guys if you have any interest in seeing more visit the website http://www.predominantlyhiphop.com

Karl Sturch

Predominantly Hip Hop’s artist to look out for: RMR

Introducing RMR, the singer/rapper whose face we’ve never seen. RMR gained internet fame earlier this year with his video RASCAL which was a sample of Rascal Flatts song “Bless the Broken Road”. “Bless the Broken Road” is a song about a journey of heartbreak leading to finding true love. However, RMR decided to go with a different approach for his song. Telling a story of a fight against poverty and the police. The video was circulating over social media and you probably have seen it. Here is the link to it:

RMR has released an EP this year “DRUG DEALING IS A LOST ART” and seems to be continuing to put hard work in this year, hinting at collaborations with Nelly, Oriville Peck and J Balvin.

RMR brings something unique to music. I am a big fan of the genre of Country Hip Hop, and RMR does it perfectly. I am excited to hear more music from him.  Here are two tracks from him I’d suggest listening to: DEALER, I’M NOT OVER YOU.

Karl Sturch

Why Hip Hop loves things that have been damaged by their experience.

People often ask why I love Hip Hop so much. How can I have this undying respect for such a beautiful culture? There are many reasons why I am personally attached to Hip Hop but the main reason is that Hip Hop is the most honest genre, we see artists being open about how they are flawed from their life experiences. We see this and we connect with it.

A perfect example of someone “damaged” is my favourite rapper 50 cent. He hit popularity right after he got shot 9 times. Shortly afterwards, he had the highest sales of a Hip Hop debut album. He was an underdog that we all championed to succeed; people connected with him, maybe they too have been shot, or maybe they too have lost a mother when they were young. But as soon as an artist succeeds and is seen as a success, focus begins to shift away from them onto someone else who’s perceived as more damaged.

We see that throughout Hip Hop, be it Biggie writing “Suicidal Thoughts” or Pac writing “Brenda’s got a Baby”, they were all speaking about what they were going through in their environments. They were being honest to their listeners.

We still see that now, two of my favourite artists of this generation are Polo G and Lil Baby. These artists are heavily open with their experiences and bring it out in their music. Here is a lyric from Polo G’s song “DND” where he talks about his traumas:

Hip Hop is youth culture and much of youth culture feels disfranchised and these vivid and deep lyrics from for example Polo G [As seen in the photo] connect with the youth. Makes them feel like they aren’t going through this experience alone. It makes us feel connected to another underdog. We perceive ourselves as underdogs because life is hard.

Karl Sturch

Your Time Will Come

Older acts that didn’t make it in their generation can do so now if they know how to hustle

Hip-hop as a genre is very young and modern, so we are only now seeing the impacts of past generations’ ageing. Hip-hop is still youth culture, as it should be, but older fans still want to hear new music from artists they grew up on and hear music that reminds them of the artists from their youth.

Many people are able to hustle themselves into great situations because they understand their target audience and how to market to them. Using new technology that wasn’t around when an artist emerged is key to being able to reach a larger fan base. Griselda are a perfect example of this: coming from Buffalo, there weren’t many musical connections when they first started rapping in the mid 2000’s. It was hard for them to get their music played outside of their town. But with the globalization of hip-hop and the introductions of social media and streaming services, they were able to hustle and reach fans that they were never able to reach. Their ability to flood us with high premium projects and move in this generation is the reasons why they hold so much relevance in today’s music scene.

Another perfect example of being able to flip the switch is Uncle Murda, an artist who from the 2000’s, even signing to Roc­-a-fella records in 2007. Soon after he was signed, Jay-Z, head of the label left, leaving no clear vision on what to do with Unlce Murda. So he got dropped. From there he was able to move independently, putting out street mixtapes keeping his buzz local (like Griselda). As time passed Murda was able to create a bigger buzz and even tour worldwide.

I feel like Murda and Griselda were blessed by not being super big when they first came out, because they would have had to sign to a label that could compromise their creativity and put themselves in a box in the fans minds. This is dangerous because it could have prevented them from growing to be as big as now (many artist fall for this). Being able to move locally allowed these artists to grow.

My message to artists and creatives is this: There is no rush. Believe in your craft and vision, and be patient because your time will come.

Karl Sturch

Dog or Dogg?

Verzuztv, created by legendary producers Swizz Beatz and Timbaland has been offering amazing quarantine content. Verzuztv allows legendary artists to compete with each other in a “celebration” of 20 tracks each. Even though this is meant to be a celebration, we as an audience can’t stop but turn it into a competition. Verzuztv announced that this Wednesday (22/07/2020) they will be hosting a battle between DMX and Snoop Dogg.

These are two artists with legendary catalogues that have no problem finding 20 songs each to compete with. However I feel like Snoop has a massive advantage; Snoop has been around in the rap game longer then DMX and so has more influence on a greater number of generations. He is arguably one of the most famous people worldwide. Snoops accomplishments I feel should be compared to the likes of Jay Z or Lil Wayne.

Don’t get me wrong I feel DMX can still compete with Snoop, especially if its only 20 songs but I do think Snoop’s more versatile songs allow him to get a few additional points. He can play hits he did in the 90’s, 2000’s and 2010’s. However X has many hits and I feel if he can be able to control the mood of the Verzuz he will end up winning. So Snoop better not take X’s abilities for granted!

The most important thing about this Verzuz is to celebrate these two artists’ amazing long lasting careers. What DMX and Snoop Dogg have both accomplished is astounding and I am excited to see what they showcase on Wednesday. See you then!

Karl Sturch

Ignorantly Delivering Knowledge

IDK (Ignorantly Delivering Knowledge) had one of my favourite albums of 2019 with “Is he real?” where he questions God. I am glad he was able to showcase his talent to a massive audience on The Late Show with Stephen Colbert, where he performed the highly relevant track “No Cable” from his album.

In the chorus of this song he offers his take on the privilege of not needing or having to care about police shootings, school shootings or gay/trans rights. He is saying people are quick to label them as thugs or mentally unstable people and they will just “change the channel”.

Changing the channel both refers to the privilege of not having to care about things not affecting you, and the mindset most of these people who hold this privilege have: not being ready to hear the truth. This might break their comfort, so they just ignore it.

He ends the chorus with saying how we are all brothers and sisters and we should recognize this and in turn end the cycle of hurt and pain.

I feel like this was a powerful song to showcase on The Late Show because it is very relevant today, as is the message of literally asking anyone who he makes uncomfortable to “change the channel”. You can either change the channel or strive for what’s best for a society; Black Lives Matter.

 

Karl Sturch

Here Are Ten Black Independent Artists You Need to Know Of

Before I start this article I would like to say rest in peace to George Floyd, and that our thoughts are with his family. No one deserves to be treated differently due to the colour of their skin.

The Murder of George Floyd awoke many people into realising how big of a problem racial inequality is. Many are fighting to be on the right side of history, and many people are trying to fight for equality and against oppression.

We have been able to accomplish many successful things so far; for example we have been able to increase the charges for murderers and get other complacent officers charged. Even on what may seem a smaller scale you have artists and consumers calling out those who make millions off of Black Music to give back and support the black community. Artists like The Weeknd and Russ have called out the likes of Universal Music Group, Sony Music, Warner Music, Spotify and Apple to give back. This has lead to some impressive support from these organisations. For example Sony Music announcing they plan to give $100 million to fund social justice and anti racism initiatives.

This is all wonderful stuff but labels are taking most of the money from when you stream your favourite song, unless if it’s from an independent artist. I feel like we as consumers need to put in more of a conscious effort to support Black businesses. A way of doing this from home is listening to independent Black artists. So Predominantly Hip Hop gives you ten Black independent artists and groups you should know of:

Kota the Friend

Kota has gotten big during quarantine. His very chill and relaxed music is perfect for relaxing in the sun or just chilling in your room. He even released an amazing album “EVERYTHING” during quarantine.

Our favourite songs include Hollywood, Volvo and B.Q.E

 

Rapsody

She can out rap your favourite rapper for sure! A perfect musician if you like that lyrical rap. She works with legendary producer 9^th Wonder and  has been nominated for a Grammy.

Our favourite songs include Cleo, Nobody and Oprah

 

Freddie Gibbs

This is an artist who has arguably released the album of 2019. It also seems like he will be part of the conversation this year for album of the year with his album “Alfredo”, which he recorded with legendary producer The Alchemist. An artist with an amazing flow, perfect if you like cocaine rap.

Our favourite songs include 1985, Fake Names and Scottie Beam

 

Big K.R.I.T.

An artist who we respect a lot. When his label was trying to shelf him, he said he doesn’t need them and started moving independently and creating his own buzz. So when he left his label it made sense to stay independent.

Our favourite songs include K.R.I.T. Here, Mixed Messages and Believe

 

Young M.A

An artist with a strong business mind who we’re happy stayed independent. We feel she has great potential and will able to accomplish some big things in both independent rap and business.

Our favourite songs include Big, Get this Money and Trap or Cap

 Westside Gunn, Conway the Machine and Benny the Butcher

We know these three are a group under the name “Griselda” but while Griselda is signed under Shady records, as solo artists these three are independent. They are releasing music at great speed and high quality. Perfect if you like that really grimy rap.

Our favourite Westside Gunn songs: GODS Don’t Bleed, Lucha Bros and Euro Step

Our favourite Conway the Machine songs: Shoot Sideways, Fentanyl and 14 KI’s

Our favourite Benny the Butcher songs: ’97 Hov, 18 Wheeler, 5 to 50

 

The Underachievers  

This is a duo that brings you old style New York rap mixed with psychedelic rap. A very underrated duo! We look forward to seeing what they will be able to accomplish in the future.

Our favourite songs include N.A.S.A, New New York, Generation Z

 

Flatbush Zombies

We couldn’t mention The Underachievers without mentioning Flatbush Zombies, another group that brings you old style New York rap but mixed with Psychedelics. If you liked The Underachievers you would definitely like this group.

Our favourite songs include Bounce, Vacation and New Phone Who Dis?

 

Childish Major

A very talented producer/rapper that is perfect for chilling in your room. Similar to Kota the friend we would definitely recommend for your quarantine playlists.

Our favourite songs include Not Numb, Supply Luh and I Like You

 

Rimon

This is an artist with a beautiful voice, perfect for your quarantine playlist. She even released a wonderful EP called “I Shine, U Shine” recently.

Our favourite songs include Out Of My Way, Downtown and Dust

 

I hope you find at least one new independent artist that you like in this list, and if not I hope this article makes you put more of a conscious effort to try find and support Black independent artwork.

 

 

People aren’t listening to new music in Quarantine, What does this mean for artists

People have been stuck in quarantine letting time pass; yet streaming platforms like Spotify are seeing a stream decrease of 20 percent. Why is this? One reason is that there is no commute. People are working from home so there is no need to listen to music to pass the time. Spotify however has reported that people are listening to a lot more chill music and self improvement podcasts.

Another big decrease we have seen is that people are less likely to listen to new music. This is because even though consumers still have the capability of finding new music, without radio or club DJ’s introducing new music in different atmospheres, consumers are less interested. This has frozen lots of potential releases from artists during quarantine, especially for artists that live off of touring.

Another reason I feel that people aren’t listening to new music is because they want to be able to lose themselves in the nostalgic memories of songs that take them back to a much easier time. They want that comfort in listening to something they know they are going to love. They have that small control over that aspect of their life.

Artists should remain aware of the consumer landscape throughout this quarantine. They should find ways to stay relevant without affecting their brand. For example artist that live stream concerts or have a Tik Tok have all seen an increase in streams. It’s important for artists to figure out a way to stay connected to their fans while we’re all isolating.

Karl Sturch