Note To Rappers: Don’t Be An Internets Celebrity…
If there’s one thing that I have learned during my stint on the internets is that if you are a real celebrity then you want as little to do with the world wide web as possible. The internets is without question the democratization of media. Anyone whose parents have a basement and a broadband connection can become a cyber celebrity in no time. Provided you are willing to spend blocks of time on the computer visiting the endless sea of blogs, forums, websites and disseminating the information contained therein. The internets moves at the speed of light or however fast your modem can process shit. Nothing else in the universe moves at this speed. So you had better put on your proverbial track shoes if you want to keep pace.
Recently, several rappers and producers have followed the lead of Chris Lighty, the founder of Violator Management by deciding to create a presence on the internets and release their innermost thoughts. What they are coming to find sooner than later is that the internets has little patience for people that don’t have the stamina to sit in front of a LCD monitor for more than six straight hours. I don’t blame rappers either for being tempted to come into this world. They recognize that there is a dedicated community that is active around the clock every day of the year. They are fans of the highest degree and, consumers for the most part. One might think that to being a musician and an internets celeb is like the mashup equivalent of Michael Jordan and the Pope. Well they would be wrong. For every ?uestlove you have two (2) members of the Clipse and Saigon.
Now this isn’t to say that Saigon’s album will be as poor a commercial vehicle as the Clipse’s last album because for all I know Saigon’s album is the next ‘Illmatic’. It’s just that Saigon’s talent is far better spent producing new material than haggling over work that may be more than 24 months old. Two years in internets time is an eternity. If Saigon wants to play the internets game hardbody then he has to be releasing tracks at a minimum of every two weeks even if he is jacking beats from other rappers. The internets has very little respect for anyone especially if they don’t display a Herculean work ethic. In this way Saigon can move away from the fiasco at Atlantic and possibly secure a deal with the record industry’s new Def Jam – Koch. The people in the offices at 1841 Broadway (Atlantic Records) have little to no idea how to market a rap artist in this current era even though my esteemed colleague is something like the director of artists and repertoire.
As an artist that has been on everyone’s favorite new rapper list for the last few years Saigon should be building on that foundation by all means necessary. Forget about ineffective mangers, producers, weedcarriers, etc. and just do you. Becoming a blogger on the internets is just hustling backwards. If you enjoy collecting soda cans to return to the supermarket for their deposits then by all means keep blogging, but if you want to have a tangible impact on people with your words you have to keep rapping. No one gives a shit about bloggers anyhoo. They are the lowest form of journalists in the media hierarchy. We’re not even allowed to sit in the news room with the beat writers. We have to convene in the pantry over by the microwave. That’s fine by me since I can cook my Hot Pockets lunch, but that is no place for a talented rapper. Stay on the emcee grind Saigon, tough times don’t last, but tough people do.
Saigon – What A Life