Dealing with the artist is quite frankly the most difficult aspect of being a producer. If you are unskilled in this art you may find yourself without respect and discouraged in a genre that has proven to be quite cruel to the producer. I’ll aim at giving you some helpful tips I wish I had known at the start of my journey. Ironically, however, dealing with artists can also be the most rewarding aspect of being a producer. I’ll admit there’s no feeling like finding that one artist out of thousands who’s soul agrees with your soul and making music seems easier than eating. I’ve had this experience with a few artists and the result is music that sends chills and warmth to your soul.
First, don’t make the mistake of thinking your favorite rapper is anything like you imagined he’ll be. He’s probably not. Secondly, don’t assume that every artist in CHH is filled with the Holy Spirit and has an unquenchable love for Jesus because you’ll be disappointed. I was quite naïve concerning this and I don’t want you to be. Expect most of the artists you encounter to be very business minded and not necessarily kingdom minded. I used to have a problem with this but I’ve grown to understand that this is still the music industry and it has a different culture than you’d expect. I’ve since adapted my mentality to survive in this genre. If you don’t, you’ll likely throw up your hands in pure frustration and quit. However, if you understand that album sells are of prime importance for the majority of the successful artists you’ll work with, you’ll better understand why some artists behave the way they do.
That’s not to say money is their only focus. I believe that If it were, most of them would be secular artists. Having said that, I’m fine with there being a separation between ministry and music. That is, I don’t believe a rapper’s music, or music career, has to be their service to the saved or the unsaved. These artists have families to feed, in fact, some of them have rather large families and they are expected to provide for them like you are. For some of them, this is their “9 to 5”, if it isn’t, then many artists aspire for it to be. Keep this in mind when you feel like some of their decisions or actions aren’t necessarily spiritual. I’ve learned that regardless of your relationship with them they will do what they believe is best for them, their business, and their family. Sometimes that means low-balling you or brushing you off because at the moment, they don’t see you as essential to furthering their career.
Moreover, I’ve come to realize that those who make it in this industry understand that this is a business first. And if you plan to minister through music then business must be taken care of first. Many of you might be turned off by that comment. If so, you might be one of the artists or producers that have hit a brick wall in this industry. You shouldn’t over spiritualize your view on the music industry. If your business is not together then neither shall your ministry be. I’ve found that most of the artists that are truly trying to minister through their music and are not concerned with money, or the business aspect of music, usually have very little to no money. These artists are unlikely to be able to pay you in full at the time of service or only a fraction of what you’re asking for. I suggest you work with these artists regardless of their lack of resources. Doing this has actually made a world of a difference in my career: A while back, a friend of mine handed me a cd an artist gave him at his church. I took a listen and felt like he had potential. I contacted the artist and told him I saw his vision and would like to work with him. He expressed that he didn’t have much money for production at the time. I told him I would lease him beats for free ninety-nine until he got on his feet. He expressed his appreciation and told me there were a few people in Houston I needed to meet since I was fairly new to the area. He introduced me to one of the owners of Dasouth.com who in turn traded ad space and eblasts for beats. The rest is history.
During this entire process no money changed hands, but I gained more than a few hundred dollars could ever get me. It’s likely you’re reading this article because I was willing to bless an artist with beats a couple years ago. Crazy thing is, the artist never asked for one beat. This taught me that no matter where you are in your career you should always be open to helping people because you never know how the Lord will bless you. Like we say in Dominoes “all money ain’t good money”. As a producer, one of the biggest challenges you’ll face is: when to charge an artist full price, when to give them a discount, or when to bless them with a beat, or beats, for “free”. I use quotes because there are many times when your beats should be used as tools for relationship building. So, though no money changes hands, you’re still receiving something in return: an ally.
Allies are the most important resources in the music industry. Not just facebook friends or Twitter followers but artists that will vouch for you. To take it further, you want artists that pray for you and actually want to see you succeed as a producer. These artists will make an effort to make sure other artists know who you are. Case in point, when I met Ruslan of TheBreax, I was initially trying to sell them beats. However, the more we spoke, we realized that something bigger was at stake and that something more valuable than money was involved. This relationship has led to opportunities that likely would have taken months to years to come my way. One email from the right person can change the direction of your career drastically. The relationships I have with accomplished artists have all stemmed from my allies in this game. If I had only been seeking money from these artists, they never would’ve become allies.
I’ll end this intro to dealing with artists here. My goal is that you get business minded and develop thick skin so you can survive in this industry. Remember, these CHH artists are apart of a larger entity and many of them have taken on its practices and beliefs. In order to succeed you may have to do the same. I am by no means saying that we break from our Christian morals and values but it would behoove you to understand the industry you’re in and how it operates. I know many people that have difficulty in corporate America because they are unwilling to learn and adapt to its politics and methods of operation. The music industry is no different.
God bless,
