 What's up? What's up? What's up? I'm Brandon Shawn and I'm Kory and this is no labels necessary podcast You can catch us every Tuesday every Thursday on youtube spotify apple music wherever you stream your podcast here at the intersection of creativity and currency Artists don't let people keep you off your money and hey if you got your money Don't let people think you can't be creative man. This is no labels necessary. We do it our way and today on the pot We got Some game changing information. Yeah, it's gonna be a good good episode if you really take it in the way you're supposed to take it in because The genres that you love Are no longer leading the pack Your music is a threat in any of these genres and we're gonna talk about it, right now I want to start with this clip from dj academics because He lays a lot of it out nicely Starting with how afro beats is taking over the us Let's play this clip right here. I've learned and I've realized that the majority of music people are now gravitating towards and it's because borders and and it's just um All these borders and regionality have dissipated because it's streaming So it's the reason why I get you now I listen to more afro beat these days in hip-hop Why and I'll give you another reason it is about the quality of music too A lot of these guys making thomas music now granted. There's a lot of hip-hop bars make thomas music But we get to realize my hip-hop is like to me the majority of hip-hop is some shit you hear And it's hitting in the club for like a month and a half till the dj has worn that record to fuck out And then you like all right, where's the next hit but it's not like it's not records that are that are connected with the soul thomas music Afro beats versus where hip-hop is right now I forgot where it might have been academics of somebody that we were looking at they asked that question When's the last time you had a track But with hip-hop That's been played forever All right, we're gonna go ahead and get to the game at that point Is there a track a hip-hop specific track that you're playing six months later heavy All right, so are we only counting like hits? Or like just a song for you I think I think tomorrow two by global Be one from this last Bachelor because I should fire and Cardi B snapped on it. You know what I'm saying? Okay, I think they could stay in that like kind of like nuk of your book You know, I think I can see it kind of falling in a similar box. I'm in my bubble and I'm gonna get into bubbles later I don't know How hard nuk of you buck hits for others who are outside of that bubble But definitely for people who experience in that bubble at that time that is a time And I think the people that go to the bubbles that still play it You know what those bubbles are, you know And I think it's an interesting experience for people who have never seen that bubble before right? It's kind of like that that bridge between worlds, you know, if you like a I don't know suburban kid and you wonder about the world. Nuk of you buck is a good intro into it Like it lets you know everything you need to know about what you about to dive into I look at tomorrow too kind of the same way, you know Okay, okay, so here's a point if you look at that that Comparison right? Yeah, because Afro beats taken over the u.s We know we've had periods of time where there have been other genres that have come and gone within the u.s Right remember when the uh, you know Jamaican music beanie man. Yeah beanie man. Sean Paul all of them came Yeah, didn't that Rihanna, yeah, let's just go to the islands She came even though she was a hardcore like doing that particular type of music. She came in with like one Yeah, one maybe two introductory tracks. Yeah, and they they played she did like the theme song for the vacations and shit And then you know went straight pop in english on us That left and now It's a two-headed monster with lat music and afro beats music Which is a huge part of this conversation right here and I would say the secret, you know bazooka k-pop Yes k-pop too. So now we have a third one technically. Yeah, I like that one as a third all right, but With that being said let's let's keep playing this because there's some strong points being made here that Just just listen now, but it's not like it's not records that are that are Connected with the soul if you get what I mean like, you know It's just music for the moment And I do think that's um hurt in hip-hop as a culture now granted, you know It's still you know hip-hop music came out of the United States United States There's pretty much many consumers in the world when it comes entertainment and um, it will always be A prestigious or a huge thing all I'm just saying is that I'm watching how afro beat is taken over Hip-hop and what I mean hip-hop like hip-hop audiences like A non-american artist like berna boy will come and now is doing bigger shows than any american artists can do You see people like everybody's not only hit me It's not like he's an enigma right because I think what when um if we talk about it's not only afro beat too Look at look at um lat music Look at bad money now you might say okay, it's just bad money So if people would use the bad money example to say oh no, it's just bad money If you look at people like anwell if you look at people like aji palvin There's like a long list of them all I'm just saying is that it's a lot of them a lot of them. It's a lot of them. Yeah now That Goes into part of this other conversation And I'm gonna go straight into this other clip and then we're gonna we're gonna comment as somebody who loves rmv I remember a time where there really wasn't no rmv It was all edm and all of our favorite rmv artists was doing edm, which is okay We don't even know we did a show called idiom idiom money killed rmv Because it was just too much money in it and it was like you had to make and I remember that time Shoot, you know, I was making rmv still through it all. Yep, and there was a few of us out there still doing it and But you know got into edm too and just kept again kept kept exactly kept adapting. That's what All right, so if we just look at that time, you know when usher Went idiom and people were like, yeah, what's going on? Wait, what's wrong with that? Oh I mean you start looking at like the dj got his fall in love again or whatever. Oh, okay. Yes, I do like that whole Yeah, yeah, yeah like so You got people feeling this way about rmv Feel like so in this conversation. They're saying rmv died already and now it's back better than it was before But it's not where the peak of where rmv was in the 90s So just merging these two conversations together and why I wanted to put them together because I think it's two things that we're dealing with one academic said Apropos is taking over hip-hop. All right but I think the reason apropos is coming in so strong outside of being good music right has nothing to do with You know apropos being good music or not. I've been rocking apropos before it was like more of a popular thing because my sister especially super deep in apropos and We were missing rmv Right, so apropos actually filled filled the void of rmv And then as a result started to compete with hip-hop Because it used to be rmv and hip-hop competed right the hip-hop started to dominate where you had all these rmv artists Start being hip-hop rmv artists. Yeah, you know what I'm saying You mean like dominating terms like they were the ones making them more popular like melodic Music and things like popular melodic music right because we always are going to have that need for the melodic music But you start having all these rmv artists damn near become rappers and sing rapping and stuff That's that's how exactly even presenting that image and I remember being somewhere. I think I was in Miami and They had this real dope You know hip-hop set, but then they did this latin set at this restaurant And you know get up start sauce on with people and everything the music was like It was that worldly latin music That's just good. I can't even go I can't remember. Well, it was a mix. I can't remember all the specific songs But it was just like good energy. All right High happy great time songs everybody's dancing having fun having a good time And I remember in that moment Like being a little jealous because if you think about Historically black music where you tend to talk about hip-hop and r&b The way the space our music was I was like, we don't have a lot of just Good energy songs. Right. It was so heavy on trap or the other things that are popular in hip-hop songs I'm like, this is just good energy songs that you can actually play around your kids and stuff like that But it's not like cheesy. Yeah It matches that energy and we always need that good energy On top of like all right to grime your stuff Like I like all the other stuff But we needed something like that and r&b traditionally Held a lot of that space for us. Yeah now afro beats is holding a lot of space of that space for us, right? Like you think about Last last we were just talking about that. I guess in the meeting or whatever Right. What's wrong? Last last fucking burner boy. Um, that's probably not the actual name of the song. I don't know names of songs All right, come on. Don't make me like like fuck up. Let me know what me So I'm trying to think of it like it's not, you know Last last is the name of the song. See that's the one time I get a song name right, bro You don't you don't know do I need to play it for you? I don't know if I heard it Yo, jacquory has not heard last last Damn, bro. Like what that's crazy. That's crazy. You just threw me under the list like that We did that out there, bro. Yo, I love that song. All right, bro. Yeah, that's one of them was I thought you were gonna let me slide back in I can't let you slide on that one I knew it. Damn, that's crazy. All right Yeah, we I just played the song for him. He ain't heard it. So we've taken a turn So think about a lot of burner boy songs or DeVito or whatever They have songs that are popping Right that are great energy, right good quality Songs that you can respect. It's like not being cheesy and shit That people enjoy but it's not necessarily a lot of the negative lyrics, right? Which we need that side of it Where you could just yeah, like you said, just have good time cook out or whatever whatever And hip hop doesn't have anything in that space as much, right? Like we got like gorillas dope, but that's a certain time energy Very hostile. Yeah I'm about to shit on you energy. Hip hop is a lot of I'm about to shit on you It's flexi a lot of it like we're talking about mainstream by the way like for anybody who's like, oh, you got to find it You like that's that's besides the point because what drives culture is mainstream, right? All of the types of good music and different variations of music exists. We know that All right, but we're talking about mainstream impacting culture and how things move like what's out what's outside So rb being dead to me when that that conversation is not about Good rnb not existing. It's about what's the pervading energy outside when you look at the 90s outside You could be like somewhere and you'll hear like the jagged edge jota see mary jayla blanche that shit bumping and All genders all types were like fucking with it, you know Person drive by in the car and you hear that kind of thing as a norm versus now Especially I mean, you know the areas that I move in it's a lot more of The stuff that we just referenced, you know the hit the like certain types of hip-hop songs Which is cool is that stuff not bad. It was just more of a balance. I felt like between hip-hop and rnb So that energy left as rnb became more hip-hop Something had to fill the spot because we still have the need we still got the desire and then You know afro beats You know the the dna the ancestry is there So I it's hitting on a lot of that stuff. That's that's it's in um in our genes anyway I feel like um afro beats. It was just it was a space that just made a lot of sense Yeah, I think to to that point even further Well, actually, let me let me go back. So I the first time I really got put into the afro beats conversation I remember um, it was a revolt conference in like 2017 or something and just then I made this whole Speech about why black people in america should support afro beats and that's like, you know Pretty much like you said hey, it's cultural if they look good. We all look good You know that whole that whole type of stuff and that was what really made me get into it and then I also think about when When afro beats and latin music really started to bubble in the us if you think about it Was when we were also starting to end the mumble rap era Right, so I'm thinking about that right a lot of the mumble rap era created what type of conversations Hey, all this music is trash all this music sounds the same Right, we we have always had those types of conversations, but I would argue that the mumble rap era was like very prevalent Like you would hear in those conversations like every day So if you and if we go back to just the mainstream formula, like I said that dictating culture like Once labels in these bigger entities see something working They're gonna try to build a formula around as fast as possible. Hey, we everybody likes to go really sound How can we sign 15? You know saying go really ask character which I've seen Yeah, you know and try to smile try to get them popping So then I think about it right you go back to the argument that all music sounds the same right which we break it down All american music maybe sounds the same and the argument I don't think People were necessarily looking for new different route. We were just looking for something New in general and then like I said what comes along you start getting the latin boom You start getting the afro beats boom and this music is interesting to us not even just purely from a sonic standpoint, but it's like also just like culturally is interesting I remember the first thing that got me in the latin was just like the videos and shit would be crazy on that Now you were looking looking to them like no certain outfits mean certain things And this theme is that you you don't know about because you're not paying attention to the world So it's like versus like there are certain themes that get used in rap where it's like, bro We've been saying this same theme be acted out for The last like 20 30 years You know what I'm saying at least in context of like the world you're paying around It's like I've seen that my whole life So I think that had a big play in the right like like these new forms of international not new But you know these forms of international music start getting in relevancy in the u.s as Mainstream discontent around mumble rap started to get bigger and bigger bigger You know you know what I'm saying? So I think it was just like a combination of those two things just hidden at the same time Dang, so you feel like Mumble rap messed up hip-hop as a whole it lost the position. No, bro. What come on Put that on me. I never said that but I think it it It opened the dialogue for something new to slide in but like I said, bro to the point of those artists, you know Like I don't think fans always want new or different of the thing they like sometimes just won't like it's like It's like for example, like, I don't know. I might this might just be me Maybe I'm weird but like if I have the choice between going to An old restaurant and getting a new dish or going to a completely new restaurant I'm going to a new restaurant every time because I'm like, you know, I'm like, I'm like at least a complete Experience today. It's not just like different experience in the world. I already know you understand, bro. I think This is a point that a lot of artists should hold on to Because that's the reality of it when you think about fan psychology Yeah fans aren't really saying I want a different type of rapper or I want a different type of latin art Like they're not really looking and thinking that specific industry. We're thinking that specific But yeah, they just want to find something else. They like it wherever it comes from And it's easier to create a new experience outside of your old experience So what you just said about going to a new restaurant Now this a new environment leaves me open to take in Whatever the environment dictates because to me I'm used to this space So I got rules that I apply it's going to be hard to get me out of my own Way, all right, but you take me to a new environment now you can create the rules. That's why My marketing brand is so powerful because if I call something a new word like somebody like Kanye does that a lot, right? He'll call the same Shit a new word, but I can create a new stigma. No, I'ma call it What does he say like all right, he'll say ranch and then he'll say something like Streams of consciousness or I don't know like something like that And once you say streams of consciousness and you say it in a certain way, you go, oh man. Yeah, this is just an artsy freeing thing, right? so Like I mean like, you know, Kanye is great at it, right? Like politicians do it a lot. Yeah it's It's the same reason something I observe like when I was little bro. I was just like You know how people make fun of black names The, you know aquaneta las entries. Shout out to las entries um Yeah, like all not demos even like more simple. I said Jamarro. Oh Jamarro. Okay. I know Jamarro I don't know if you remember And that they make that there's like this stigma with all these names, right? I'm like, how does that make sense? When we go to any other culture, right in the different space or different country We just accept it and say that's how that culture it looks at their names, right? And we almost find it interesting. Yeah, right But why do we have that mentality because you're in america And now you're basing it off of your america way of thinking. All right. Yeah, all right Which To your point even greater is usually why american music does so well in the national audience, right? It's so we're seeing it I think this is the first time where we're seeing the effect that we had on other countries on us, right? Like hey, are we getting the reason that germany is so in love with rap music is because this fuels their fantasies about the u.s Right, so now it's like hey like i'm listening to afro beats with certain fantasies in my head of certain places in africa I don't know if it's true or not because i'm not there But this is the picture i've been painting because of the music they're putting out, right? And so it's like that's why I think it It feels so weird to the industry here because like like we've been doing it to other countries for decades Yes, but this is the first time they've been able to successfully permeate and do it here consistently And that's because all this stuff Is in line with each other when you look at music and culture and politics They move together. Yeah, all right Look at america as a whole america is in a space where the fantasy has died with many of the population Yeah, all right that american dream now people are just interested or they have a distaste for the american dream They feel like they've been lied to many of them, right? And now may say like oh They make it seem like these other countries are are better even though people are still here Like why aren't you going to another country or they make it feel like? Like oh, I just need to vacate and take all these trips to go to these other spaces and places because people are looking for A a way out of their current circumstances They don't like the box that they feel like they're currently in which creates the romanticization of these other cultures when historically worldwide America did have this position where it was the fantasy not just For people who or in the country but people who are out of the country. So today Not only are the people who are in the country looking Less glowingly at america, but you also have that same perception Being deteriorated worldwide as well as other countries get their position of power other countries Kind of say uh americas. I don't know what's going on over there as they see us fighting each other over and over right so So some artists and managers are just waiting for lucky moments when the ones who are killing it have systems to Consistently take artists to another level over and over again And if you want to see what that looks like We just did a collab where we not only show the system that we use that's resulted in billboard hit Some of the biggest viral moments on tiktok instagram and youtube But also we got jr mckay to break down how he took an artist from zero to one of the biggest hit songs of 2022 and getting a grammy in january of 2023. This is recent stuff not old tactics If you want to check it out go to www.brandmannetwork.com Slash grammy don't forget the www or it won't work because jr gets into the details of looking at the data Decisions that got made how much content got created and how they adjusted the content over time for different parts of the campaign This is real behind the curtains type of stuff. So again, go to www.brandmannetwork.com Slash grammy if you want to check this out and apply it to yourself back to the video that lose to this chart We got the the data here. All right spot spotifies most streamed artists in the us Drake Taylor Swift bad bunny Kanye West the weekend. All right But once you go most streamed globally Bad bunny goes from number three to number one Taylor Swift is still at number two Drake goes from number one to number three Kanye West is an all-here Neither the weekend is there and BTS comes up. So tell us when is Todd Swift is the only US artist She's the only US artist globally in Spotify's most streams. All right, and The huge point about this too and which people gotta like take more and more note of Kanye West is number four most streamed in the US. I don't know where he is globally, but That just is a signifier of bubble as well All right, we look at somehow big somebody is where we are and we just think oh man They have to be known so much over the world or they are this same position All over the world not necessarily so I remember I still remember somebody My grandma told me about somebody who didn't know Tala, no Who didn't know Kanye West at this other famous person event And like apparently Kanye like dropped away because he the old lady didn't know who he was right? These people like we have our bubbles even within the US. Everybody's not known You take that across the world you get situations where the artist who's massive to you might be nobody. Yeah So humbling feeling is a very I'm not even saying this about Kanye West because he is a global artist But He's not that same standing that you might think he is right in in some spaces and places All right, but bad money. I mean come on Top three. He's killing it. It's everywhere. Yeah. Yeah. I think too like kind of thinking about it a big reason to start to permeate here is just America's kind of seen as No, the melting pot anyway, right? So it's like there's all these different Cultural groups that can kind of be activated here from these other places Versus I don't know if these other countries operate the same way. You know what you mean like Like I don't know if there is and I could be wrong. So if you're listening, you know, let me know But like I don't know if there's like let's say like an American bubble in Nigeria the same way you might find Nigerian bubbles and in Most of the major cities in the u.s, right? And so like I think that plays a big part in it, right? Like it's kind of like the I don't know. I use afro beats as an example because I caught her earlier enough to watch it bubble up here You know what I'm saying? So I caught her enough to like have conversations with people I knew they already knew about it that just didn't think and all that stuff So it's like that's what it felt like was like man There was these different pockets in the u.s that kind of kept it really relevant And so all the mainstream took over and that was probably what like what was the first like really big Afro beats on it was like a weird kids song, right? That's kind of changed the tone. They hit America. I don't know wasn't it uh, was it peaches I don't know I I struggle with that because I realized when I realized I was in the afro beats bubble and I didn't realize it wasn't as big as I thought it was because I was around it so much Yeah, I remember like I was like my sister and our friends so we were just always listening to what we were listening to And so I missed when it technically came to New York The u.s because I wasn't like watching from an industry perspective yet at that time It might have been a burning voice. I might have been yeah or something I remember it was I think it might have been a burning voice on it kind of like really opened the doors and where's kid might have kind of like blew it out blew out of water and I feel I feel like I I always struggle is it really DeVito or David though, but I like DeVito. I don't like the way David sounds Don't like the way that sounds. I always say that Respectfully, you know, I mean huge fan him. I felt like he had a huge moment in that transition I forgot about him like where whiz kid was he laid the foundation globally blowing that shit up It felt like and I of course, right me if I'm wrong It felt like David Oh for a period had a bigger push and impact on America And and then burner boy on America specifically Whiz kid had a I think he had a moment with Drake right, but his name doesn't have the same Clout outside of the communities, right? So we know the african diaspora, right? But like from on a pop scale It's actually burner boy within America Tim's might be out there Because she came after all of them in America David Oh and whiz kid. I might I might be wrong about the David Oh whiz kid order I probably don't coffee in there. Coffee has a really big Like huge American presence. She does. Yeah every show of hers. I've been to been crazy I'm a huge fan of her but again, I don't know her American presence I haven't really heard her over because you know, I when she started popping I wasn't really Outside as much. Yeah, um, so I would just hear, you know, in my shit when I went over and you're making stuff Yeah, I've been to two of her shows in Atlanta and then I was at a festival that she performed that And like both of their learning shows were sold out and that would like they were progressively bigger each time I think the first one she was at maybe like a 5600 cap the second time I've been like 800 and then the festival had like 30,000 people there 20,000 they're like I mean the festivals are different to people just kind of hang around because I really got nowhere to go But the crowd was kind of crazy, you know, so I don't know That kind of sound like I think maybe that could also just be a fan of me. You know what I'm saying throwing her in there But I see her do like a lot of really consistent Like American stuff. Okay. Ah, see I see here that is David Oh I'm glad to hear that. I don't know why okay. It's a video of him explaining a different pronunciation of his name See, I'm glad it's a thing. Let's see what this is. David. Oh, welcome to the show my dude. Thank you. What's up, sir Let's let's start with the most important question because I fight with everyone about this and I don't know who's right Some people say it's david. Oh Because your name is david and then everyone else I know goes like no, it's davido. Yeah funny funny enough you ask that because I always say this from the east from the western part of Nigeria They say the video. Okay. Well, like when I'm in like South Africa like where you from in the southern part They're like that video and then when I'm in like europe, paris davido davido davido It just depends. Well, obviously my name is david. So to me just like whatever All right, cool, so I'm completely comfortable saying love Love to know I get that pass But no speaking of Nigeria now the note we have About that and the impact of it An afro beats is Nigeria has 220 million people All right, this country in west africa has 220 million people america has United states has about 300 million people Which is crazy to think about one country That you know, they're both a country a single country, but you know on the mat wise. Yeah We would think the united states has way more and then what it really does and It compares it to a country like that and then These notes that we we've seen are saying that 50 percent of the population is under the age of 19 in Nigeria, so 220 million people 50 percent of them under the age of 19 100 million young people Which mean they get into it first and foremost man. Shout out to y'all in Nigeria. Y'all get into it But then on top of that Who drives? Popular culture young people young people, right? So they have a huge young population It's the same reason why in italy they were trying there were country not country cities in italy They were literally paying people to move there Because the population had gotten so old so we've got to fall off like who's gonna pay our taxes Because these old folks ain't working no more right young people truly do drive culture And that's why everything does get get built off of them, right? Because you can you can capitalize commercialize all of that stuff, right? so Nigeria is poised to have approximately 400 million people by 2050 This is also another reason afro beats is huge and likely before the long run That growth rate is crazy. All right now with this this being said So you have this genre that's starting to take over All right, or really you can say it's arrived All right for real for real you have a strong support base in these young people who are native to to that genre One of the core in the hearts of that genre And then you consider America is on a downsize in terms of the things going on politically which and the things going on musically and how they all tie together The romanticization with the country has died while all these other countries Who looked up to the u.s? And looked at the innovation of the u.s. Especially hip-hop Now have cultures Of their own that took those elements right when I first saw people like bad bunny I clearly saw like hip-hop influence right like even if it wasn't like For rap it was just even style in some ways right all right So it was clear like the swagger of hip-hop right you could see it everywhere But now it's dissipated and it doesn't just look like how we meant it to be But but that energy is still there and now people are doing it in a way That relates to them before I could only access access good hip-hop Through your language right do your way of communicating it But now I can access hip-hop and that energy that hip-hop provides through something that's actually more native to me So i'm probably going to connect with that more outside of the fact that again we lost um the romanticization Of it of um america because before at some point. Okay. Yeah, or you might be a german rapper You might be a latin rapper or or whatever But it was probably might all that great at first Right because it's just starting. Yeah, all right. Just like how hip-hop evolves So once people catch on they're evolving or copying these styles, but at some point. Oh no, this This is just as good as hip-hop you might not get it But like they might they rap just as good because you got some people who literally copy their styles But then they have the the versions that aren't just A carbon copy of hip-hop at a high level. They got the versions that oh, yeah We took that skill set, but then we tweaked it into something that is our own completely All right, so how do you compete with that? I think some of the downsizing of of Hip-hop's impact american mainstream music impact in general. So it's not just hip-hop. It's pop. It's all these Is just a fact that things are hitting an equilibrium and reflecting The size And bases of each country before it's like us dominating and pushing it all on the world But now everybody else got their own thing. So they don't need to tap into us. We're secondary In versus the first option. Yeah, and to that point and DJ academic talks about it and You know the Lot of half of that first clip we played but let's find it Tim says no now grant this is future Tim says no, yo, Tim says think about it. You probably heard about Tim's Maybe maybe you probably heard about her from two of us on the floor because she did that popular song But we're thinking about it. Wait future wants to sample your soil. You said she said fuck. No. She said no Even me here and I'm like, oh, she's beat. She must not fuck a future. It's not even a case Tim's in her world is future. You know what I mean? In Tim's world. She's future. She's fucking huge She don't need no future. You know what I mean? Now in the us world. We're like Tim's you know, you know, Dan will you need this future shit. So anyway She basically says she says no from what I hear Allegedly Drake basically gets him involves. Yo, yo, yeah, I'm on the song. I'm not all right. Cool. It's all nice. It's all good But at first and the reason why to just to be fair the reason why she She didn't want to clear it because that song that was sampled right Um was her song it was sampled her song higher That song higher was going up the charts and people were starting to love it In nigeria and other places in the world So when a u.s. Artist wants to sample that song is almost like eating up the wave for that song for the us market So she was like now i'm good But obviously see what would seem to play. Oh drake is okay drake. Okay. I bet. Let's go You know what I mean? Yeah, man. So, I mean he he had an L in the head, bro. Like The I think one of the biggest reasons like that we assume these international genres Take over the way they are because they intentionally are going after places that aren't their own you know saying in a way that We don't usually see american artists do you know, especially not rappers rappers are typically like the least Open to international marketing a lot of the time, you know, um and just I think a lot of different reasons You know, I think there's just the typical artist reason of just you know ego People wanting to be known where they're from and things like that But then there is the industry side of it where you know as far as my understanding goes like the us does pay more For like streaming royalties, right? So we've even adapted the way we attack Building our audience is based off the streaming model versus I don't think international artists are looking at where right because like great example is the bollywood music industry India has one of the lowest streaming royalty payouts Yeah, but the bollywood music industry is thriving like crazy. You know, you go look at their art. That was always be killing it Right. So it's like I think they're not They're not confining their marketing strategy to like what the dsp's are going to pay out. They're just looking like hey if I can take over India, Jamaica, France, you know saying us and Canada We're gonna make our money You know saying versus a lot of times I think american artists didn't work it backwards Let me take over america first and then take over the world and we've made the argument with clients for years That a lot of even the most successful u.s artists Did the other way around right? They go take over countries outside the u.s Use those numbers use that cloud use that fan base to create momentum for them to help them break through into the u.s Now, they're like Certainly obvious examples like six nine was like that like he popped in russia before he popped over here um, I was telling somebody A couple days ago the first time I really ever paid like crazy attention to like earth gang and jid It was going like a european tour right and then it was before it was like crazy popping in the u.s So like for a long time that was one like the dark secrets of the music industry, right? Let's pop you off in another country while making you look like you live in the u.s Until the two worlds kind of like meet up eventually and that's because of the bubble. Yeah us Had trouble seeing outside of this bubble if it's not valid here. It's not valid anywhere. Yeah, right and your mind but other places to the To the detriment sometimes because a lot of these countries if you speak with people over in africa or Or anybody in europe, right? They'll talk about how people don't feel like it's real until it's the u.s Some of that mentality is still in some of them where you're like, oh, yeah We got to validate ourselves by start popping by popping in u.s We're popping over here, but we not Yeah And I and I get the business needs to you know to to stick the land in in the united states But I think a lot of that is changing at least from a perception standpoint So even if you have to do your business over here Or you might have some business opportunities that you can tap into that you might not be able to tap into for where you are The reception of what makes an artist big and from a and from a stamp a fan standpoint Like what validates has changed you do not need an american cosine Just to be popping from an americans A fan who's not as a part of your diaspora because like I don't fully count somebody in the african diaspora that's looking at an afro beats artist or somebody who's in a latin diaspora Diaspora looking at in america looking at the latin artists, right? Because there's still a little closeness. I'm talking about those people who like this is a White person or a latin person acknowledging afro beats or a black person or a white person Acknowledging the latin music people who are fully outside of it that impact has changed because those are the people who are you know have the furthest distance from the core and you know international I mean, I mean even talked about Like not bollywood like they got their own legends or even in the more of the hip hop type style like m m ron kahn is like an og now and he was like I guess hip hop is a is a great way to say he he had some hits coming from that energy But if you look internationally in general Like poppin internationally is definitely a different. It's a different type of flex. Yeah, that's crazy, right? I I remember being in thailand and I saw this Beyonce yet, I think it was like it was just her on the building And it might have been a tiffani All right, tiffani, uh jewelry. Yeah, okay And I don't know it feels different, bro to be across the world and then you see that face Yeah, it's like I don't see I'm not gonna throw any artist out there because it's not like a shot It's just like I don't see none of my artists. I'm usually used to seeing right in america And then you know, you're just in this other space and then oh, I see her You know, you see a couple other people here and there and it's like that's it's just a different presence Yeah, it's like all yeah, it's like all y'all also care as much about her as we do right back. Yeah She matters enough to even use in the ad. Yeah, or it's like I could put you on my ad But you don't matter for me to use over here. I'm gonna use you over back where you do right as from a company standpoint so it's I think people are starting to see and get to understand the benefit of international in america And especially as the world globalizes as much as it has but Whether we like it or not These these folks are taking over breath. Yeah, and that's how I look at it. It's like why not Copy that model And I mean, it's a lot of I think really good reasons to you know, there are some that Stand from what we talked about Right, the borders are kind of down So even if you're in Atlanta, you don't have to just build your audience in Atlanta You could be building the audience and switch to land or something like that. Um But then you get into like some of the more technical things like let's say marketing Things like pay advertising tends to be cheaper in a lot of these countries So you could go build an audience in india for like a 20th of the cost to build an audience in the u.s. You know saying And Then going back into perception From just most artists. I know and even clients we've had and watching their situations International fanbases tend to treat you better like they they love you more. You know what I'm saying? They saw you a lot more love like that kid In in brazil that doesn't know if he's ever going to get to see you is going to treat you way differently than Your fan that lives in miami and you you know, he knows your arts in Atlanta It's gonna be a way different like treatment. You know what I'm saying for that size So it even makes you feel better and I remember we had this one client Maybe you're gonna have two years ago I don't know if you remember this guy, but he was Really popping in russia. You remember he had like a crazy fan base in russia. He was he was like This dude was good. You know what I'm saying But he was bothered by the fact that he could walk down the street in la and nobody recognized him He's like he's bothering me that when I come back I go go to europe I do this crazy european to him doing 15 20 dates and I can go home and go to la and Go to target and nobody recognizes me. I'm like, bro. That sounds like the dream What you what you talking about run like that sounds like move but going back to what I was saying earlier I think like I said, I think there are some parts of art is not attacking the international Strategies because of lack of information But then I honestly do think a lot of it is ego. You know what I'm saying? Like I want to be known where I'm at. I don't want to have to go to brazil to get rich I don't I want to be lit right here in Atlanta. It's like, well Maybe they think you suck in Atlanta. They don't think you suck in brazil. That's the reality of it You know, it's like I said, like there are so many Cultural drivers of what can sometimes even make something stand out in the u.s That these other countries aren't even thinking about even another great example I was telling you about other that the six nine thing remember I sent you that video and I was like, bro Look at six nine comments This is literally split down the middle of the american side. I was like, oh Fuck this dude. He's this shitty whatever then you look at his Latin fan base And that's just like you're the greatest like we love you you know saying like you're amazing, bro Yeah, he's such a good guy, bro. You're doing great things and it's like man, bro. But ours like That can see that and understand that that's ours with a crazy path where I can understand like hey, this is why I'm love that This is why I need to spend a lot of my attention and then let me Move over to maybe other places that love me It confuses me when like rappers, especially american rappers don't do it because I don't think other Rappers in other countries in my conversation with them think that way They're usually like I want to hit home and these six other countries They'd usually be rappers in the u.s. They're like, I just want to hit the u.s. You know saying like I just want to pop here We got a benefit of that ignorance of what's going on other countries and foreign politics Like people don't really have as much information Own foreign politics in the united states as many other countries do and like they understand more about the united states Then shit a lot of people in the united states Understand about themselves. Yeah, so it's just the way the world's been Venice like that advantage of being on top All right, you get late lazy you can afford to be You know off your p's and q's when some people can't so I think that's It's definitely a part of it. It's interesting how the impact and the cycles have gone Just to give y'all a few quick stats, right? Looking at the apple music top 100 global chart How many people do we see Here on the top 10 we got morgan wallin and number one surprise surprise so bad bunny number two another Latin track now we got drake and number three I don't I don't even think that's a latin. Um, I might be jumping. I don't know what that is molly sirs Tusi so we got Sister has two so on the apple charts, which is ever actually a very very strong american platform All right and very weak across others. We got four out of 10 the top 10 now we go to youtube which is extremely global Top 10 we're like looking at not american not american not american not american Not american not american not american not american milis iris Not american top 10 milis iris is the only one Of the global top songs right now on the youtube charts. All right All right. Now. Let's look at Spotify's daily chart Top 10 we're talking about not american not american not american milis iris there she go again She having a good moment with that flower song And then that's your look. Yeah Not a vinegar I don't know this on feed classy young miko. I don't know Where to associate that might be american uh, david kushner So we might have on the spotifies daily global chart as of What two days ago we might have three it looks like all right so Look, there's times when we were like eight out of top 10 regularly 10 for 10 And right now we're being hit by multiple sides multiple different genres And you know, that's cool because fans Don't really care All right Is the industry that cares because we have to make moves based off of it But I think it's a beautiful position as we see the variety of Of music and I think we created the opportunity for these other spaces to come in going back to the beginning of the conversation like hip hop R&B R&B stop getting the love that it should have Um gotten from a mainstream impact And because of that next thing, you know, it creates a void and again for people who don't understand Mainstream is what we're talking about Like what's outside? What is that energy because that energy controls the environment? Like when you go in clubs when you go, um You know, just when you out and about like it creates a certain vibe And that vibe had been missing even the content of our r&b music that became more about what toxic love or Shit Like just sound like rap song It's basically the same shit, right? Now, of course, we know the great stuff does exist But on a mainstream level right the level that actually controls your environment It hasn't been present and I know there's those people who are like, yeah I don't care because I go find a music and I have this It and so it doesn't impact you it actually still impacts you again because of the environment it creates around you music is marketing So whatever that energy whatever those lyrics that are that people are taking in they take that with them outside Yeah, all right, whether you consider that creating an environment of more danger or more hostility or You know more love and happiness shout out to Marvin Gaye Like That all exists. So if you don't think it it matters it does And we would love to know your thoughts on this conversation as a whole There's a lot of stuff that I felt like we could have got to and I was struggling I had to like go through all of it because this is right This is a fun conversation. It's an ongoing conversation. Yeah, but it's definitely something to watch Other than that, this is yet another episode. No labels necessary podcast. I'm bram and shine and I'm kori and we out