 This video right here is based off the fact that I was scrolling through Instagram, you know, regular old grand scroll. And then next thing you know, I see this video talking about the fact that Lil Yachty wrote city girls act up and when I'm going through the comments, I read this. So why can't he write a poppin song for himself? All right. First of all, I believe Lil Yachty already had some songs that have popped for him. So that's just a weird thing to say. But maybe this person just isn't a Lil Yachty fan. I'm not going to even get into that part. But I've seen this discussion time and time again, and I think it's something that people don't realize that's extremely important when it comes to music. And I'm going to give you a little hint because people said the same thing about Jacquees when he did that, you know, flip of LMA's trip. And they were like, yo, bro, how come you can't write hits for yourself if you're so good? And then people have said the same thing about so many other artists. How come you can't write a poppin song for yourself if you're complaining? Well, it's not about writing songs if you really want to get down to it. This is a secret for some reason. A lot of people don't get it. It's right in their face, but a lot of people do not get it. And it's kind of like nobody really cares what you're saying. Think about it like this. Beyoncé has hit after hit after hit. And we know she has a lot of writers for her at various times, you know? She writes for herself, but we know that she also has writers as well. And then you can look at any genre outside of hip hop that just has singing. There's so many people that have people who are writers for them and it's not their song. Then you can bring it back to hip hop. Look at Cardi B. They say that Cardi B doesn't necessarily write all her rhymes. However, it doesn't matter why because delivery is 90% of the game. There's people who have written plenty of hits. I mean, writers who have written 10 plus hits. But then when they have their solo careers, they can't have a song that pops for themselves. Why? Because for whatever reason, something about their voice or whatever about their packaging like them as a person, they don't really connect in the same way that other people were able to. It just is what it is. And it's really not just some music thing to be real. Packaging is everything. I always say the way something is packaged can make people hate what they love and love what they hate. A perfect example is like when somebody that you already don't like said something, you're probably not going to care for it as much as when somebody that you do like said something. And a person that you do like might be saying something that's not even as solid as with that person that you don't like is saying, but sometimes it just comes different. Just in the same way where a lot of kids don't necessarily listen to their parents, but they'll listen to somebody else in their life. That right there is packaging. You don't like the package, who or where it's coming from. Marketing is all about positioning something in the right package to be perceived in the way you want it to by the right audience. And that brings me back to song delivery. So many of you artists are talking about your lyrics. My lyrics are better. This artist doesn't have any substance and things like that. However, so much of it is really how it's said. So a lot of times when you see people loving music that you don't necessarily think highly of, you're like, oh, it's not that much there or this person isn't that great or this person didn't even write their stuff. Why do they still like it? Because the person delivers it in a way that's impactful, that has some kind of impression that it leaves. And we have to realize that delivery is actually an art form and a talent in itself. There's some people who have the skills. They can write a movie, but they can't act. The acting is the delivery. The acting is what makes you believe it, feel it, and that's what actual rapping and that performance style when it comes to entertainment is. So many people are stuck on writing the scripts, but they aren't that great at acting. You have to be able to do that vocally in the booth. You have to be able to do that on stage. And so many of these other relevant platforms depending on your brand. So how did that little Yachty video get me all the way to this? Because once again, Shawty actually challenged the fact that he wrote a hit for somebody else or a song that was perceived as a hit to that group, but she didn't feel like he had anything solid or as quality as himself. We got to get to the point where we realize in most industries, everybody's not getting looked at as a superhero like the artist is. When you look at the tech industry or so many of these other industries, how often do you see someone create the product, but then they hire a sales team to sell the product? Because the sales person is the one who really connects with the buyer and makes them believe it. Apple was built by Steve Jobs and Steve Wozniak. Steve Wozniak was building stuff at the beginning. Steve Jobs was the other person who was making other people feel like they needed this thing in their life. Once again, in movies, the scriptwriters aren't necessarily the actors or the directors aren't necessarily the actors. I think this whole perception of artists being superheroes in the way that we've had in the past is what creates this taste, but what you kind of realize that's just how it is in all fronts. And everybody isn't a salesman or a saleswoman. Everybody can't connect. You'll pretty much figure out that, hey, maybe I need to spend less time on creating this song and trying to make this line with this and this connect here and instead spend more time actually jumping up performing or actually communicating with people or playing with my voice more and finding interesting ways to drive my point through. Or maybe you need to do both. Whatever that answer is for you, realize that at the end of the day, that last bit of connection is going to come from the delivery, the packaging of your song, not all that other stuff in between. It's why we can have some songs that repeat the same word over and over and over again and connect in a way that something has so much depth into it lyrically, but for whatever reason. It was too much to consume at once or it didn't connect how it should have. I'm going to do a deeper video on that at one point, but I just had to do that video because I saw that little Yachty clip and I see people say that so much, but I don't think people get it. That's the point I would love to know you guys' opinion. What do y'all think? And other than that, if you liked this video, go ahead and like button. If you liked it, you might as well share it if you're not subscribed. You know what to do, hit that subscribe.