 My dumb a** used to think it was about being dope. And then I realized the music industry was designed to capitalize on artists. A lot of us just be making music and we be having fun. It'd just be fun. It'd be the homies. And then you attach the industry to it. The rap a** is getting the least money off the rap a**. 99 times out of 100. The drug dealer. The jeweler. The strip a** on the club. The publicist. The flight. The airlines. The travel agent. The CEO of the label. The homies. He going to put so many people kids through school for he put his kids through school. Even a rapper that get a whole bunch of money from the industry directly. Cash out. You cash out 30 million, 40 million for an hour. That's not just because you're so good at making music. Or else you're so good at making money. It's that you advertise to the audience a lifestyle that go along with what the industry is trying to sell. The industry trying to sell liquor in the club. So you get to the club. So you get to the show. You're the billboard. So if you go back to the things that Will I Am said that music has always been used to sell something else. It's used to sell hardware. I want to sell my radio. Well I'm going to use music as a marketing mechanism to make people want radio so they can hear this music but not selling the music itself. Right. This actually alluded to that same thing. Right. On that part of it. He talked about other things. Right. Like all right. At first I just thought this shit was about being dope. Actually being good at it. Nah. All right. Then we get into the marketing and brand and who's more of a talent or just all these other elements. So there's one part of oh it's not about necessarily the best talent or doing the coolest thing that already sucks to hear from any artist. But when you get back to that point of yo you represent a lifestyle. All right. And the industry as a whole is pushing this lifestyle because if you aren't holding the bottles. All right. You aren't holding the chains. Then my industry dies. All right. A lot of times we think specifically that's what I love about this. A lot of times we think specifically about the brand that we're touting at the moment and say oh yeah I'm not about to have Cristal because I don't want to market Cristal. I'm not about to have daily on because I don't want to market daily on. I'm not about to wear a chain from Johnny or shout him out because I don't want to shout out Johnny unless I got a cut of these businesses. Oh I'm doing something. But then you go to the next level. Oh shit. If I just got you wearing a chain drinking something you know what I mean flexing some type of vehicle is all going to come back to me at the end of the day. It's the same reason why you see McDonald's Wendy's Burger King all next to each other because Ava as long as people know this is the area I go to when I'm hungry at some point they're going to hit on the block. I'm one day they're going to be like I'm tired of going like that. I was going to get something different. Well what's another option over there. So as long as we market this industry as a whole and grow the pie we're all going to win. And again it's one thing to think about the individual brand equity that you may or may not have because of it but it almost gets into that conspiracy side of things when you think about just pushing an idea and I want to market this lifestyle not even on like a evil side of it but just what am I encouraged and incentivize to allow to bubble to the top. You know what I mean. Let me take a quick second to say if you're an artist trying to blow your music up or if you're a manager music professional in general trying to help an artist blow their music up I have something that's a game changer for you and it's completely free. 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I wonder like some of these labels and things are like invested in liquor companies and maybe they have a lot of them stocking gold and shit like that right and it's like hey we need to keep pushing anything that they sell us I'm just thinking I'm just speculating I'm just wondering you know what I'm saying because it will make a lot of sense to me um and then some of it too I think it's just the fans put those expectations on the artists hey bro like you don't drink you don't have no chains on you ain't got no cool car you know what I'm saying you fucking especially in rap bro rap fans are toxic you know rap fans rap fans are easily the most toxic fans there are so I think but yeah I think what I will hope that artists kind of take away from that is that I need to be conscious of who I can sell things to and what I would sell to them right because it doesn't have to be these things that we're talking about I know that people like I don't want to sell liquor I don't want to but right but like even if you're someone like a um everything about like we talked on the last episode about how certain female artists are just better at selling products because they can monetize like every aspect of them right I can I can wear lashes I can monetize my lashes my nails you know saying the polish I put on like things like that man like you can always find something in your brand that you can sell if you're willing to look outside of the usual you know say if you're not liquor liquor chains cars are always be there for you you know especially if you're a rapper but if you want to do something different like the world is kind of open enough and you know fans are kind of have enough um entries where you can monetize different things around them like I remember pitching the idea to a homie of mine um about selling like custom skins for like PlayStation controllers because his fan base is really big in the game and I'm like bro like just makes him like $20 PlayStation skins you know I'm saying sell them shit shit go up you never did it so somebody wants that idea go for it you know I'm saying um but it's like things like that right like you have as an artist have to always remember at the end of the day the industry's respects supports and promotes the person that can sell shit they don't care what you're selling but can you sell some shit they sell something something right so if you can just prove hey I can sell anything t-shirts hats stickers kickball tournament tickets you know what I'm saying um and you can prove that I speak into whatever demographic like I mean you'll you'll still get that I think still get the same look just in route we just saw used to that been like the big the big three liquor jewelry cars you know what I'm saying um but yeah bro like that's the also my big takeaway from the clip is like this shit is way more than than talent bro it's always gonna be about what's your brand what should I look who can you sell to and then you know after maybe three or four other things I can't think of right now and then you see this is why I always can't respect when people like to say stuff like music doesn't have any influence all right I'm sorry oh man yeah you know oh there was a lot of negative music that I heard listened to and I love to listen to the drugs the guns and all that stuff but I don't do the drugs and the guns and all that stuff yeah you might have had a structure that it didn't work for you right and you were able to not do certain things however on a macro the number of shows it increases the behavior of whatever that is and like whether it's on my drugs or guns whether we're talking about party whether we're talking about twerking like whatever it is it starts to affect every single thing else yeah right it's because it's marketing that's how it works right sensitizes and then encourages at the end of the day so music is the perfect conduit to like hijack people into whatever space that we want to get them into and it made me think about cigarettes now there's something deeper maybe with something else that I was actually trying to think of but I found this about cigarettes where it said in 1940s doctors were part of the original endorses of cigarettes yeah well I could we had to convince people to do this thing right so it said in 1940s tobacco companies hired doctors and dentists to endorse their products to reduce public health concerns about smoking risk using slogans like just what the doctor ordered and more doctors smoke camels tobacco companies mislead people showing that physicians were also smokers and a cigarette were fine for your health all right so we use one thing to bring people over to the other thing all right same type of interesting mentality now it is another thing you gotta use celebrity endorsements old film and things like that like it looks so cool feel like you see it all the time in old film but what I found this was interesting and this is in the 1990s which just makes it even more interesting kid friendly characters in the 1990s tobacco companies introduced cartoon characters like Joe Campbell to heighten tobacco's appeal for kids the practice has since been banned but the deception still continues by means of fruity flavors and brightly colored tobacco packaging tobacco companies also use products and advertisements in stores and gas stations at direct eye level of children which you know I might start paying attention to that never whatever I guess like the current vape industry if you look at some of these vapes brother I remember seeing this guy with one and we hit it it started like spinning at the end and color started flashing like but that was not made for an adult but that was made for kids and you know something like that some impressions of our kids but the tobacco industry is great at marketing bro I can't they they find a way every couple of years like weave their way back into the vapes is basically that yeah it was dying but vapes was a cool way to bring it back right exactly and market the thing that yeah exactly in the long the same story now I don't know how true and literal my dad means because sometimes I don't know bro means he says stuff so nonchalant you don't know if he's serious but I really do think he was serious because he never lies you just laugh kind of like Adam and he's like what are you laughing at that sort of thing like he said the reason he got into a boy he said he really didn't mess with smoking weed like that because like oh niggas are doing it too often all right he was like I can't do this all the time so he had to move on with something else and then we said um cigarettes the reason he started because he wanted to learn how to do this trick like those man smokes to this day but yeah he was like he had he was some guy that was like blowing some kind of circle and of course you got the circles that you blow big circle you blow small circles in between it wasn't that it was more like I don't know some kind of ongoing circle which I don't know old cigarette is really built for that you have to be really talented you know it's different point is if you think about this fan type of marketing like kids or whatever I don't know how old he was but just like we do know little simple cool shit like that can attract people you know so it's interesting and that and music is I mean it's just fertile ground for any version of making something cool and influencing something else the artist are participating in the least of it yeah hip hop got smart first where we start saying okay we want the endorsements we're bringing people this money steve stout noticed that where will smith had the ray bands on and they've been in black movie the ray band sales went crazy you know I mean jay-z started to notice some things and boycott all this great stuff but we still are a long way from even the understanding that music apparently right isn't it's it's it's to be consumed but it's not for sale which is a hard concept to get with because and I think we were in a newer generation where miss led to thinking oh well they were selling cds so music was for sale but then when you break it down from the will i am concept and basically say no they weren't selling music they were selling the cds and make that smaller differentiation they've gone back to well shoot music right now is probably being consumed most like it i want to say is the value of music the music is obviously valuable right but in some senses the value of music has been showing truer than it ever has on the negative and positive side positive because we can track more of its usage right positive because we can see how culture of music impacts other spaces but the negative in terms of what will what consumers are really willing to pay for it that price has technically always been the same i was willing to buy that cd because i really wanted to hear this music i was able to jump over that barrier but that changes when it was an album that's changes when it's an mb3 it changes with whatever it is and i don't know man it's still something that i'm wrapping my head around again i get the basic concept but i feel like at one point it's going like clicking there's something happening in my brain bro i'm telling i'm gonna come back one day and i'll just be like to rika you rough really we need to flip x y and z and i done i done hacked the game in a matrix in a whole new way but i i feel like i you know you starting the matrix then you can see the matrix yeah you know what i mean but just because you can see the matrix don't mean you have hacked the matrix i feel like a lot of people just be seeing the matrix and i realized that's not enough i want to hack that shit you know i was like i'm working on it i'm working on just wait on it just wait on it now next topic though